How Bones Coffee added Demand Gen to Search and Performance Max, and proved it with Google's own lift studies. Published by Google.
For people who saw both Demand Gen and Search ads, compared with Search alone.
For the Bones Coffee brand name.
Among coffee enthusiasts, at an efficient cost.
Bones Coffee Company offers more than 30 flavors of small-batch roasted coffee. To grow online sales, the brand needed to reach new customers and create new demand. But any early-journey video investment had to do more than build awareness: it had to drive real bottom-line results, and work alongside the Search and Performance Max campaigns already capturing buyers at the decision stage.
ATTN launched Demand Gen campaigns to generate demand across Google's and YouTube's most immersive surfaces, applying Google's best practices across every strategy we tested.
To prove the impact, we built a measurement framework on Google's own tools: Brand Lift, Search Lift, and cross-campaign impact reporting. That let us see exactly how early-discovery Demand Gen campaigns worked together with the direct-response campaigns further down the funnel.
Cross-campaign reporting showed Demand Gen fueled the entire customer journey, capturing purchases at a highly efficient CPA. People who saw both Demand Gen and Search ads converted at a rate 67.3x higher than people who saw Search alone. Demand Gen also drove a 33% relative search lift for the Bones Coffee brand name and a 13% absolute lift in ad recall among coffee enthusiasts.
Demand Gen is now an evergreen part of the Bones Coffee strategy.
“Demand Gen put our creative in front of the right audiences. The lift in branded search and ad recall showed us it was working, while the conversion data proved it was essential.”David Sodemann, Senior Manager, ATTN Agency
Source: Google Ads case study, published by Google.
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