Sign in with Google Demand Gen Uplift Experiments
Prove the additional impact of your Demand Gen campaigns alongside Performance Max.
Key benefits
- Measures statistically significant uplift: of adding Demand Gen to your existing comparable campaign mix (PMax, App, Video, Display).
- Provides a turnkey framework: to isolate the impact of Demand Gen on metrics like conversions, sales, CPA or ROAS.
- Quantifies the performance impact: of this campaign type to show the full value of your investment.
On average, adding Demand Gen to Search and PMax campaigns delivers 10% higher ROAS and 12% higher sales effectiveness than those without Demand Gen.
Source: Nielsen MMM meta analysis commissioned by Google in 2024 that measured Google AI-powered Search ads; Research spanned 1.1MM campaigns across 104 weeks from Food, Beverages, Restaurants; Home & Personal Care; Retail; Branded Apparel & Durables; Telecommunications; and Automotive verticals between 2022 and 2024; ROAS defined as incremental sales per $ spent; Sales Effectiveness defined as incremental sales per 1000 impressions; “Only Search strategies” defined as Text, PLA, LIA and Hotel Search Ads
Source: Nielsen MMM meta analysis commissioned by Google in 2024 that measured Google AI-powered Search ads; Research spanned 1.1MM campaigns across 104 weeks from Food, Beverages, Restaurants; Home & Personal Care; Retail; Branded Apparel & Durables; Telecommunications; and Automotive verticals between 2022 and 2024; ROAS defined as incremental sales per $ spent; Sales Effectiveness defined as incremental sales per 1000 impressions; “Only Search strategies” defined as Text, PLA, LIA and Hotel Search Ads
New for 2026
An automated A/B testing infrastructure that allows advertisers to measure the performance impact of Demand Gen campaigns when used as a complement to existing Google campaign types like PMax.
