Quick answer: In Google Ads, select "Awareness and consideration" as your campaign objective (or "YouTube reach, views, and engagements" for Video campaigns). Then choose Display, Demand Gen, or Video as your campaign type, set CPM bidding, and prioritize visual ad formats over text ads.
What Is the Awareness Objective in Google Ads?
Awareness campaigns put your brand in front of new audiences before they're ready to buy.
Definition and purpose
Per Google's Ads Help Center, the awareness objective is built to increase awareness of your products or services and introduce customers to what you offer. It optimizes for exposure, not conversions.
How awareness campaigns differ from sales or leads campaigns
Sales and leads campaigns optimize for clicks and form fills. Awareness campaigns optimize for impressions, reach, and frequency. You pay to be seen, not to get a click.
When to use the awareness objective
Use it when launching a new product. Use it when entering a new market. Use it when you want people to recognize your brand before they're ready to act.
How to Set the Awareness Objective: Step-by-Step
Follow these steps inside your Google Ads account.
Step 1: Start a new campaign
Go to Google Ads. Click "New campaign." You'll be prompted to choose a goal before selecting a campaign type.
Step 2: Select 'Awareness and consideration' as your objective
Choose "Awareness and consideration" from the objective list. For Video campaigns, this same goal appears as "YouTube reach, views, and engagements." Per Google Ads documentation, the features and functionality are the same across both labels.
Step 3: Choose your campaign type
Pick Display, Demand Gen, or Video. Display reaches the broadest audience across the web. Demand Gen spans YouTube, Gmail, and Discover. Video focuses on YouTube inventory and pre-roll placements.
Step 4: Configure targeting, budget, and bidding strategy
Set your audience, geographic targeting, and daily budget. Choose CPM bidding to prioritize impressions. Then upload your ad creatives and submit for review.
Recommended Settings for Awareness Campaigns
Right settings amplify your reach. Wrong settings burn budget quietly.
Bid strategy: CPM beats CPC for awareness
CPC bidding optimizes for clicks. Awareness campaigns want impressions, not clicks. Per the Google Ads Help Center, CPM (cost-per-thousand impressions) bidding is the recommended strategy for brand awareness. You pay per 1,000 views of your ad rather than per click.
Ad formats: Visual and video for maximum impact
Google's documentation confirms the Display Network supports static images, HTML5 animation, and video. These formats outperform text ads for brand recall. Always choose rich-media formats for awareness campaigns.
Placement targeting: Go where your audience already is
Placement targeting lets you pick specific websites or sections within the Display Network. The Display Network reaches over 90% of unique internet users worldwide. Choosing relevant placements keeps impressions high-quality, not just high-volume.
Metrics to track
Per Google Ads Help Center guidance, track impressions, reach, frequency, and CTR. Page views and sign-ups can also signal early interest. Don't judge awareness campaigns by direct sales alone.
Common Awareness Campaign Mistakes to Avoid
Small mistakes compound into wasted spend fast.
Using conversion tracking as your primary metric
Awareness campaigns rarely convert immediately. Measuring them by conversions sets them up to fail. Focus on reach and frequency first.
Choosing text-only ads
Text ads don't create visual memory. Images, animation, and video do. Always use rich-media formats for awareness placements.
Targeting too narrowly
Narrow targeting limits reach. Awareness campaigns need a wider net. Broaden your audience and let frequency do the work over time.
Ignoring reach and frequency data
Impressions alone don't tell the full story. One person seeing your ad 20 times is not the same as 20 people seeing it once. Monitor both metrics together.
Why Creative Quality Matters for Awareness
A wide reach only works if the creative is worth seeing.
How visual design and copywriting drive brand recall
Strong visuals create memory. Good copy makes the brand stick. Weak creative wastes every impression you pay for.
The role of emotional connection
People don't remember information. They remember how something made them feel. Awareness ads that connect emotionally outperform those that simply announce.
Using compelling visuals and storytelling
Your ad has seconds to land. A clear visual, a bold headline, and a short brand message work best together. Keep it direct.
Getting help with awareness-focused creative and copy
Coinis AI Copywriting generates headlines, body copy, and CTAs trained on your brand voice. The Image Ads workflow turns a product URL into polished visual creatives ready for any placement. Both work for any campaign you run. While Coinis publishes directly to Meta today, you can build and download your awareness assets from Coinis and upload them to Google Ads in minutes.
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Frequently Asked Questions
What is the difference between 'Awareness and consideration' and 'YouTube reach, views, and engagements' in Google Ads?
They are the same goal with different labels. Google uses 'Awareness and consideration' for Display and Demand Gen campaigns, and 'YouTube reach, views, and engagements' for Video campaigns. Per Google Ads documentation, the features and functionality are the same across both labels.
Should I use CPM or CPC bidding for Google Ads awareness campaigns?
Use CPM. Awareness campaigns optimize for impressions, not clicks. CPM bidding charges you per 1,000 impressions, which aligns directly with the goal of getting your brand in front of as many relevant people as possible.
Which campaign types support the awareness objective in Google Ads?
Display, Demand Gen, and Video campaigns all support awareness objectives. Display offers the broadest reach. Demand Gen covers YouTube, Gmail, and Discover. Video targets YouTube placements and pre-roll inventory.
What metrics should I track for a Google Ads awareness campaign?
Track impressions, reach, frequency, and CTR as your primary metrics. You can also monitor soft conversions like page views and sign-ups. Avoid judging awareness campaigns primarily by direct sales, since most people are not ready to buy immediately.