Reply To: We pivoted our entire Q1 budget away from search to “create demand” and the performance team is now screaming at me

[Bo_Babelitz]

Here’s the thing, you don’t “create demand”. All you can realistically do is make people aware of your solution that might already be somewhat interested in it BEFORE they type in the search.
No such thing as demand generation unless you invest in TV or DOOH.

Protecting the bottom of funnel will always be crucial.