-
PSA: Demand Gen – ask Google for Causal + TITAN studies after 4 weeks live
Posted by on December 11, 2025 at 1:41 amInhouse corporate PPC team lead in Australia. Finished up 2 months of Demand Gen
PSA. If you have a local Google rep (not XWF) and consider running Demand Gen, you can ask them for Causal and TITAN (aka multi channel attribution) reports to measure the downstream impact of the ads on your regular Search campaigns.
Demand Gen performed poorly as a low funnel acquisition tactic, CPA like 5x normal search but these reports might add a few positive points to justify keeping these on given the ad is sold in as a mid funnel tactic (prospects unaware to search, need to be nudged). It showed some interesting callouts that might save this ad from being permanently paused in our MCC.
Anyway, something to ask. Worst they can reply is nah
-
1 Reply
-
Saw similar findings doing our own MMM and incrementality tests although they weren’t strong enough to justify allocating a huge amount of spend there vs other channels.
Are you under LCS or mid market for Google AU?
-
Good call out for those who need this. Seen Demand Gen do well for lead gen real estate and get similar results as search campaigns.
In ecom, all over the map, but pulling the best Meta creative and focusing Demand Gen on YouTube inventory has done really well. The CPA is 10% above our target for non-brand campaigns and should hit our CPA goal with some more work.
Log in to reply.