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Measuring Success of Google’s Demand Gen: 

A Whitepaper on Geo-Tested Incrementality & Best Practice Guide

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Key Findings

Our geo-experiments confirm that Google’s Demand Gen is a valuable addition to any media strategy, consistently delivering incremental uplifts in traffic and conversions across industries. While lower-barrier purchases (e.g., retail) saw the highest conversion gains, higher-consideration categories (e.g., finance, travel) benefited from improved mid-funnel engagement.

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1. Demand Gen Delivers Proven Incrementality

Demand Gen drove a consistent uplift in traffic (2–4% increase in sessions) and conversions, particularly for lower-barrier products.

2. Complements Performance Max

PMax campaigns allocate minimal spend to video/display, meaning Demand Gen fills a mid-funnel gap, especially across YouTube Shorts, Discover, and Gmail.

3. Bid Strategy and Conversion Goals Matter

Conversion-based bidding outperformed click-based strategies, particularly when campaigns used “softer” goals (e.g. add to basket) that are linearly tied to final conversions.

4. Stronger Performance vs. VAC

Demand Gen drove up to +59% higher omnichannel ROAS and significant revenue gains vs. Video Action Campaigns.

5. First-Party and Lookalike Audiences Perform Best

First-party data and lookalike audiences achieved the lowest cost-per-acquisition (CPA) — over 50% more efficient than pre-defined Google segments.

Measuring Success of Google’s Demand Gen is the7stars’ whitepaper on geo-testing incrementality to verify the performance of new campaign types. It also provides a best practice guide with tips on creative assets, audience targeting, bid strategies and more.

If you are interested in understanding more, then please reach out to our Head of Search, Xanthe Pickford-Avery.

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