HOW TO RUN GMAIL ADS IN 2025

Summary from the TLDR Marketing newsletter

Google has reintroduced Gmail Ads through Demand Gen campaigns, allowing advertisers to run campaigns exclusively in Gmail. Gmail Ads can appear as single image, carousel, video, or product feed ads, and they show in the Promotions or Social tabs with a teaser ad that expands into a full ad when clicked. Targeting options include demographics, in-market segments, custom segments, lookalikes, and retargeting, though content targeting is not available. Success is measured through engagement rate, click-through rate, and conversion rate, with strategies varying depending on whether the audience is warm or cold.