Welcome to the first episode of the Paid Media Lab podcast, where we're kicking things off by speaking to the 'Demand Gen whisperer' himself, Thomas Eccel.

Thomas is one of the most respected and recognised voices on LinkedIn, often breaking major Google updates and discussing optimal strategy with his thousands of followers, and 20,000+ strong audience of PPC newsletter subscribers.

We spoke to Thomas about all things Demand Gen in 2025, including his step-by-step strategy for seeding high-performing Demand Gen Lookalike Audiences using Meta lead gen campaigns.

Timestamps:

• 00:00 - Intro
• 03:10 - How Thomas became the ‘Demand Gen whisperer’
• 05:39 - What DemandGen campaigns are, and what goals they achieve
• 08:38 - Lookalike audiences and their significance for Demand Gen
• 11:50 - Rundown of all audience targeting options for Demand Gen
• 13:25 - Thomas’ step-by-step strategy for seeding a Demand Gen lookalike audience via a Meta lead gen list
• 16:55 - The difference between narrow, balanced, and broad audience options
• 17:49 - The feedback received from people who have tried Thomas’ lookalike audience strategy
• 19:04 - Specific instances where Thomas would recommend a lookalike-only approach
• 20:55 - Potential downsides of a lookalike audience strategy
• 22:40 - Additional resources Thomas recommends for those interested in learning more about Demand Gen campaigns

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