When businesses think of marketing, they often think of their efforts in terms of a lead generation approach (lead gen). Here, you’re actively targeting consumers who already know about your business with the hopes they'll make the decision to purchase. With a demand generation (demand gen) approach to advertising, you work to grow your lead gen by targeting audiences that match your desired customer profile. By targeting these audiences and repeatedly serving them ads, you increase brand interest and stay top of mind for potential customers.