The search landscape is not just evolving; it’s accelerating into a new era. What once centred on efficiency targets and tactical visibility has become something far more consequential. At Assembly, we believe Search has outgrown its performance marketing origins. Today, it’s the engine room of business growth, brand power, and competitive edge.
Demand Led Growth (DLG) is our answer to this transformation. It’s not a campaign setting. It’s not a platform feature. DLG is a strategic operating system; one that re-engineers Paid Search as a responsive, intelligent framework built for AI-first marketing.
DLG empowers brands to move from managing media to engineering momentum. It adapts to real-time intent, scales with commercial opportunity, and evolves through the synergy of AI and human design. You don’t just react to demand; you anticipate, influence, and accelerate it. You build systems for sustained performance rather than just optimising campaigns.
Google Marketing Live 2025 only confirmed what we’ve long believed: Search is becoming predictive, generative, and agentic with AI. In this context, DLG is not optional; it’s operational survival.
This paper unpacks what that means. How we’ve embedded DLG into the core of our model for Search at Assembly. And how forward-thinking brands are using it to transform Paid Search into a growth engine that is accountable, adaptive, and built for what’s next.