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5 Successful Google Ads Case Studies by Industry

• February 21, 2024

If you’re considering investing in Google Ads to promote your brand, you’re likely looking for evidence of its effectiveness. You want to know if this platform is ideal for the industry you’re in, or need case studies to prove that it’s well worth your time, effort, and money. In this article, we’ll share some inspiring Google Ads case studies and success stories of businesses that have used Google Ads to drive significant results, and help you get insights on how to achieve the same (or even better) outcome.

Table of Contents

5 Google Ads Success Stories that Inspire Your Next Campaigns

1. away travel: capturing unbranded traffic, company background.

Away Travel, founded in 2015 by two former Warby Parker executives, is a US-based direct-to-consumer e-commerce business that sells travel luggage.

As a new player in the market, Away Travel faced the challenge of increasing brand awareness and capturing a significant share of the market. They needed a strategy to introduce their brand to a wide audience of potential customers and drive awareness and consideration for their products.

How Google Ads helped?

Google Ads was chosen as the platform for its ability to reach a large audience and its features that allow for targeted and effective advertising. Specifically, Away Travel leveraged Google Ads to capture unbranded search traffic, which refers to searches where users are looking for a product or service but have not specified a brand in their search query.

By using Google Ads, Away Travel was able to capture a significant volume of unbranded search traffic. This strategy allowed them to introduce their brand to a wide audience of potential customers, driving awareness and consideration for their products.

The search ads Away uses for unbranded searches are very similar to the ones for branded traffic.

They are also using the ® hack to increase CTR, a trick that often works.

Besides the ad, they are using all ad extensions: everything from site links, callouts, structured snippets, seller ratings, and even a new type of call extension.

About 70% of all Search Ads clicks for Away, worth about $35,000 per month, come from unbranded paid search. Across all campaigns, they achieved an average click-through rate (CTR) of 4.3%, significantly exceeding industry benchmarks.

2. Glossier: Effective Campaign Structure

Glossier is a direct-to-consumer beauty brand founded in 2014 by Emily Weiss. Their target audience? Millennials and Gen Z seeking high-quality, yet affordable beauty products with a transparent and approachable brand personality. Ever since its establishment, the company has grown rapidly, with its minimalist look and close collaboration with customers.

Despite its rapid growth and popularity, Glossier faced the challenge of effectively structuring their Google Ads campaigns. They needed a strategy that would allow them to reach their target audience effectively and drive significant results.

Google Ads was chosen for its ability to reach a large audience and its features that allow for targeted and effective advertising. Specifically, Glossier leveraged Google Search Ads, which allows advertisers to create ads that appear in Google’s search results.

Glossier has an interesting approach to structuring their Google Ads campaigns. They run two groups of search ads campaigns, one for each of their sub-brands: Glossier and Glossier Play. Each group is split into branded and non-branded campaigns.

Then those groups are split into ACQ & CRM. ACQ & CRM campaigns are exact copies, except for the audiences they target:

• ACQ: These campaigns target people who haven’t interacted with the website before, and focus on acquisition.
• CRM: These campaigns target people who have been to the website. This is the RLSA ( remarketing lists for search ads ) feature in Google Ads. The term CRM suggests that there are likely various target audiences within this campaign.

Glossier also runs campaigns outside the United States: in the United Kingdom, Canada & France.

Glossier’s effective campaign structure allowed them to reach their target audience effectively and drive significant results. This case study demonstrates the power of Google Ads in improving a company’s online presence and driving business results.

3. ForRent.com: Increasing Online Visibility

ForRent.com, a leading online apartment rental listing service, aims to provide a simple and effective way for property management companies to advertise their properties and connect with potential renters. However, with the increasing competition in the online rental market, ForRent.com needed a way to increase its online visibility and drive more traffic to its website.

How Google Ads Helped?

To achieve this goal, ForRent.com turned to Google Ads, specifically Dynamic Search Ads (DSA) . DSA is a feature of Google Ads that allows advertisers to create ads dynamically to fill in the gaps of their keyword-based campaigns. Instead of predefining the keywords, DSA uses Google’s organic web crawling technology to automatically generate ads based on the content of a website.

By using DSA, ForRent.com was able to capture a wider range of search queries, including those that might not have been covered by their existing keyword-based campaigns. This allowed them to reach a larger audience and drive more traffic to their website.

The implementation of Dynamic Search Ads (DSA) campaigns by ForRent.com resulted in a significant enhancement in performance when compared to their regular AdWords campaigns. The click-through rates saw an increase of 26%, while the Cost Per Click (CPC) and Cost Per Acquisition (CPA) decreased by 30% and 37% respectively. Currently, the DSA campaigns contribute to 22% of the leads generated through AdWords for the website.

4. ORRA: Customizing Regional Creatives

ORRA, founded in 1939, is one of India’s most prestigious jewelry retail chains with a rich heritage. With 37 stores spread across 24 cities, ORRA has a significant presence in the Indian jewelry market.

Despite its reputation and widespread presence, ORRA faced the challenge of media fragmentation and reaching out to different communities, including Tamilians in Chennai. They needed a targeted digital marketing strategy that caters to different regions and communities.

Google Ads was chosen for its ability to target customers based on their interests and location. Specifically, ORRA leveraged the Google Display Network, which allows advertisers to place ads on a network of websites and apps, reaching more than 90% of people on the internet.

ORRA used Google Ads to customize regional creatives. They tested campaigns on the Google Display Network featuring region-specific creatives and different offers that would appeal to different communities. They also targeted customers on sites that matched their interests, such as lifestyle sites, and ran remarketing ads to increase conversions and sales.

ORRA reported a 30% increase in qualified leads directly attributed to their Google Ads campaigns. By utilizing location extensions, they saw a 15% rise in store visits driven by their Google Ads efforts.

As a result of witnessing the effectiveness of Google Ads, ORRA increased its ad budget by 10 times.

5. Sky TV Italia: Boosting Video Performance

Sky TV Italia, a subsidiary of the Comcast Group, is one of Italy’s largest media companies and the oldest and biggest pay-TV provider in the country. With over five million subscribers and 2.7 million connected households, it commands a sizable share of the Italian viewing audience. This platform boasts a vast library of movies, TV shows, sports, and original content.

However, in a saturated market with rivals like Mediaset and Netflix, maintaining subscriber growth and brand engagement posed constant challenges.

In 2023, Sky TV Italia decided to focus on broadening its appeal to the next generation of viewers. They sought cost-effective video conversions to enhance their content delivery and improve the viewing experience across different platforms.

To achieve this, they turned to Google’s Display & Video 360 together with Campaign Manager 360. These tools allowed them to unify campaign management across various platforms, including Google, Meta, TikTok, and YouTube.

By leveraging Google’s tools, Sky TV Italia was able to boost its video performance significantly. They transcoded over 5,000 video assets to HD in just a few weeks with a hybrid cloud solution. This allowed them to respond rapidly to peaks in demand without the need for overprovisioning.

Sky TV Italia saw a 165% increase in site conversions while dropping cost per conversion by more than half. They achieved up to 80% cost savings using preemptible VMs and Google Custom Machine Types. This allowed them nearly infinite flexibility for scaling according to specific business needs without costly subscriptions.

Key Takeaways from Google Ads Success Stories

From the Google Ads case studies we’ve explored, several key takeaways emerge that can guide businesses in their own Google Ads endeavors. These success stories provide valuable insights into the strategies and tactics that can lead to impressive results.

Know your audience and target with precision

One of the most critical factors in these Google Ads success stories is a deep understanding of the target audience . Knowing who your customers are, what they want, and how they search for it allows you to tailor your ads to their specific needs and preferences. This can significantly increase the effectiveness of your campaigns.

Keyword optimization

The successful use of Google Ads often hinges on keyword optimization. Selecting the right keywords, bidding on them strategically, and incorporating them naturally into your ads can dramatically improve your visibility on Google and drive more traffic to your site.

Continuous testing and optimization

The Google Ads platform provides a wealth of data that businesses can use to continuously test and optimize their campaigns. The businesses in these case studies didn’t just set up their campaigns and forget about them; they monitored their performance closely, made adjustments as necessary, and continually strived to improve.

Leveraging ad extensions

Many of these Google Ads case studies highlight the effective use of ad extensions. These are additional pieces of information that can be added to your Google Ads, such as location, phone number, or additional website links. They can make your ad more informative and engaging, leading to higher click-through rates.

Quality over quantity

Lastly, these Google Ads case studies underscore the importance of quality over quantity. It’s not just about getting a lot of clicks; it’s about getting the right clicks. By focusing on attracting quality leads – people who are genuinely interested in what you have to offer – you can increase your conversion rates and get a better return on your investment.

How Mega Digital Can Help You Build Effective Google Ads Campaigns?

These Google Ads case studies demonstrate the versatility and effectiveness of Google Ads across different industries. Each company leveraged Google Ads in unique ways to achieve its marketing goals, providing inspiration for others looking to do the same.

I bet your business also wishes to achieve the same results. But the process can be daunting, especially for businesses that don’t have much advertising experience on the platform. So what should you do?

As a leading Google Premier Partner in APAC, Mega Digital has the expertise to help you succeed with Google Ads. We’ve helped numerous businesses achieve their goals through our performance marketing solutions. Beyond streamlining your ad campaigns and providing access to a wide array of ad formats, Google Ads Management services from Mega Digital bring a multitude of benefits:

• Google-certified experts : Our team is well-trained in Google advertising features and has been utilizing them since their inception, ensuring a deep comprehension of the platform’s capabilities.
• 1:1 Consultation : We offer personalized support and expertise throughout the process with a dedicated Google-certified ads consultant assigned to every campaign.
• Exclusive insights and tools : With agency accounts, you gain access to a treasure chest of exclusive insights and tools.
• Google support priority : We have a direct line to Google, ensuring priority access to resolve any ad-related issues quickly and efficiently.

In conclusion, these Google Ads case studies and success stories demonstrate the power of Google Ads. They show how businesses of all sizes, from various industries, can use Google Ads to reach their target audience, increase their visibility, and drive significant results.

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Omni Hotels boosts conversions 4X by ditching cookies for Display & Video 360’s PAIR

From its roots in grand historic hotels to its collection of modern resort destinations, Omni Hotels & Resorts has been shaping the hospitality landscape for decades. With over 40 locations spanning across North America, Omni has continued to build upon its rich legacy that blends time-honored elegance with personalized experiences, offering guests a taste of genuine luxury. To navigate the privacy-focused landscape, Omni partnered with PMG, MiQ, and LiveRamp, adopting Google's Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR) solution to deliver relevant ads without compromising user data. This resulted in a remarkable 4X increase in ad conversion rates compared to traditional cookie-based methods, demonstrating success in delivering relevant experiences while respecting user privacy.

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Google Ads Case Studies: How We Drove Over $500K+ in Sales

September 12, 2023 ~

Last updated: October 5, 2023

If you’re trying to get started with Google ads and don’t know where to begin…

…or if you’re trying to decide if Google ads is the right marketing route for you, make sure you read to the very end.

Because today, we’re sharing 4 real Google Ads case studies featuring our clients. Let’s jump right in!

4 Real Google Ads Case Studies

Client #1: royce.

First on our list of Google case studies is a famous brand of chocolate from the Northern Island of Japan, Hokkaido.

Royce’ was voted as the number one gift item in Japan’s gift-giving culture.

Its ticket to popularity is the unique chocolates, candies, and confections that it offers.

Over the years, their products have now been made available across 14 countries, including the U.S., at which point they hired us to help drive awareness and sales via Google ads.

So, what were the results? 287 conversions resulting in over $13.6 thousand dollars in revenue, giving them a 225.25% ROI.

Since most people love chocolates, you might be thinking that ROYCE’ would have no problem driving sales!

While yes they have a popular product, that also means that there’s a ton of fierce competition too.

As a result, ROYCE’ decided to employ our services to increase their brand awareness , and of course, to boost their online sales. And we did it!

By using our Google Advertising services, they were able to generate $13,686.90 in revenue.

We made sure that our Google Ads reached their specific target audience by having our ads appear when someone searched one of the relevant keywords we selected,

Moreover, we included copies and CTAs that would entice consumers to buy.

And by the way, if you’re looking for a professional PPC management agency to handle all of your Google ad campaigns for you to bring in sales sounds good to you too…

Let Us  Grow Your Revenue ... 

…then you can fill out our contact form and get a free, custom marketing proposal and quote to go with it. Link below.

Client #2: The Embroidery Store

The Embroidery Store is a wholesaler for embroidery supplies.

They have a wide range of products and are known as the leading supplier of embroidery supplies to the commercial embroidery industry.

They came to us after failing to realize profitable sales via Google Ads on their own.

Let’s look at the results. We achieved 99 conversions resulting in over $15 thousand dollars in revenue.

The Embroidery Store offers varied embroidery products.

However since their target market is very specific to businesses that are also in the embroidery industry, they weren’t successful on their first try at Google Advertising.

That’s when they came to us, and our expert ad specialists were able to turn their results around and yield a 162.41% return on investment by A/B testing multiple ads and ad groups.

This highlights the importance of both keyword research and A/B testing.

If you don’t know what keyword research is or you’re totally new to Google ads and want to try your hand at it, you can check out our full guide on Google Ads for beginners .

Now if so far you’re like “I’m not in the ecommerce business” and want to see other Google Ads case studies for businesses in other industries, this next client is for you.

Client #3: Super Lawn Trucks

Super Lawn Trucks is a producer of unique trucks that are customized to any specifications, depending on the needs and wants of clients.

Their trucks’ features include tool boxes, shelving, an inventory system, a tool storage system, a hydra-ramp and security system, a side dumper, and a maximizer door.

They asked for our help to generate more sales as prior to employing our services, they were using print advertising and trade shows.

Their previous, traditional marketing methods gave them some results but they wanted more, so that’s when they reached out to us.

So let’s look at the results we got for Super Lawn Trucks !

655,355 impressions, 7,942 clicks, and 74 conversions at an average of $178.83 per lead for their top 2 campaigns.

And it’s important that trucks sell for $5,000-$30,000. So the returns they’re getting on $179 dollar leads is crazy.

The Super Lawn Trucks company offers products that are unique to very specific customers.

That’s why we thought it would be best to use Google advertising…

…where we can target people who are actively searching keywords on Google that are relevant to what Super Lawn Trucks offers.

We also used remarketing to show display ads to people who recently visited their website but didn’t convert into a customer.

And this highlights the power of remarketing , also called retargeting, and leveraging your sales funnel . Don’t let people enter your funnel and then never move after that!

If you’re not retargeting the traffic you’re getting, you’re losing out on people who MIGHT have converted if you’d served ads to them again.

Retargeting can increase your conversion rate by 150% or more!

So don’t waste time, effort, and MONEY getting them to your website, only to let them go by not retargeting them.

Client #4: Indique Hair

To wrap up our Google Ads case studies, we have here Indique Hair.

Indique Hair takes a unique approach to sourcing, processing, and selling the highest-quality virgin hair extensions to people all around the globe.

Their brand has retail stores across the United States, as well as distributors throughout the U.S, Europe, Asia, Africa, and Central America.

They came to us to help them increase their brand awareness and purchases.

Now Google ads weren’t the only service we provided for them, but let’s specifically look at their Google ad results.

5,890 conversions that resulted in over HALF A MILLION DOLLARS in revenue.

How did we do it?

Because we know website visitors who are retargeted are more likely to convert, we opted to lift conversions by retargeting website visitors via YouTube ads and Google Remarketing ads.

With visual products like hair extensions, YouTube proved to be a leading revenue driver.

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By the way, if you want to learn more about using YouTube ads for your business , here’s what to read next.

Note that all display and YouTube ads were segmented by the product category of the item the potential customer viewed.

Since Indique Hair is in the beauty industry, we already expected them to have a lot of competitors when they first sought our help.

And because they offer visual products like hair extensions, we knew that we needed to highlight how beautiful their products are to be able to convert more customers.

That’s why our advertising team used Google Remarketing Ads and YouTube ads for their campaigns to retarget people who had already shown interest in their products.

The other important thing to keep in mind here is that they had an ad spend of almost $80,000. You don’t get a lot by spending a little.

Let us say that again for the people in the back, you don’t get a lot by spending a little!

Some of you all saw that 500 number and saw dollar signs with a $300 monthly ad budget.

Once you’ve figured out an ad recipe that works, the biggest thing you can do from there is scale. Scale your budget to scale results.

And spending $80K is totally reasonable when you’re making a 539% ROI like they did!

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Performance Max campaigns launch to all advertisers

Nov 02, 2021

[[read-time]] min read

Learn how Performance Max campaigns can help you drive better results across all Google Ads channels and inventory. See new case studies, best practices, and more.

In an unpredictable year, change has been a reliable constant. And we’ve seen this clearly in online consumer behavior. For example, Google Image searches for "yard landscaping ideas" have grown globally by over 80% YoY 1 as people look for more ways to spruce up their homes. Meanwhile, searches for "best all-inclusive resorts" have grown globally by over 200% YoY 2 as people get inspired to travel again.

Thankfully, advertisers don’t have to predict the future to be ready for it. If change is the challenge, automation is the solution businesses and agencies are using to stay ahead of ongoing shifts in consumer demand. Last year, we introduced Performance Max campaigns as a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. They complement your keyword-based Search campaigns to help you grow performance across Google’s full range of advertising channels and inventory.

After strong beta results, Performance Max campaigns will roll out to all advertisers around the world starting today. They will also become the next generation of Smart Shopping and Local campaigns , which will both upgrade to Performance Max next year. 3

Performance Max campaigns help you increase conversions across Google’s full range of advertising channels and inventory.

Find more customers where they are

Consumers are moving seamlessly between online experiences to find buying inspiration. 70% of U.S. shoppers report buying from a brand after seeing it on YouTube, 4 and 91% of Google feed users say they took some kind of shopping or product-related action immediately after discovering new products, services or brands on their feed. 5

Performance Max allows you to promote your business across all Google Ads inventory. As a result, you can show up for more customers and drive more conversions based on your goals. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action. 6 Whether you’re focused on increasing online sales, generating leads, or growing offline sales, Performance Max helps you achieve your goals in four main ways:

1. Increasing conversions and value: Automation optimizes your budget and bids across channels to help you capture new conversion opportunities in real time.

As an insurance leader in a highly competitive market, Allianz Spain strives to get the most out of its marketing budget by improving the efficiency and profitability of its advertising. Partnering with its agency Jellyfish, Allianz used Performance Max campaigns to increase qualified car insurance leads by 15% at a lower cost-per-lead compared to generic Search campaigns.

2. Finding new customers: Unlock new audience segments by using Google’s real-time understanding of user intent, behavior and context to show up in the right moments with more relevant ads.

Deezer, a global music streaming service, is constantly experimenting with new features and fluidly allocating budgets to different marketing strategies in order to generate subscription growth. Deezer is an app-first advertiser but was looking to scale web subscriptions and reach new customers across media channels. Performance Max helped Deezer and its agency Artefact increase subscriptions by 28% on the web path at a 15% lower cost-per-subscription compared to the app path.

3. Gaining richer insights: Performance Max campaigns are now part of the Insights page to help you understand how automation is working and how you can improve your campaign. Using the Combinations report, you can also see how your top-performing assets are being combined to build creatives.

Explore the Insights page to understand what’s driving performance.

See which audiences are influencing performance the most — including new audience segments you might not have expected or known about before.

See which assets perform the best together in the Combinations report and get ideas for future assets to upload.

4. Working together with automation: Steer automation by providing high-quality creative assets and sharing your expertise about which audiences are most likely to convert.

As part of its global expansion, SAIC-MG Motors used Performance Max campaigns to enter a strategic and highly competitive automotive market in Vietnam. By inputting custom segments and previous website visitors as audience signals, the brand helped speed up automation’s ability to optimize results while allowing Performance Max to find new customers. This led to a 39% increase in test drive leads at an 83% lower cost-per-lead compared to the account average. Performance Max is now part of SAIC-MG’s core media strategy.

Get new features designed for retailers and local marketers

Performance Max campaigns allow retailers and local marketers to access new ad inventory and formats not currently available with Smart Shopping or Local campaigns — including on channels like YouTube, Search and Discover. To help you increase sales, Smart Shopping and Local campaigns will both upgrade to Performance Max in 2022. We’ll work closely with you and your partners to get feedback and build the right tools to help you easily transition your campaigns. Stay tuned for more information early next year.

We know the holidays are a critical time of year for your business. You should continue using Smart Shopping and Local campaigns to reach more shoppers across online and in-store experiences this holiday season. However, when the time is right for your business, you can start testing Performance Max campaigns before next year’s campaign upgrades.

Furniture retailer Joybird was seeing great success driving online sales with Smart Shopping campaigns. To take its automation to the next level, Joybird and its agency Go Fish used Performance Max to help deliver 95% in revenue lift at a 40% higher ROAS.

Online retailer microspot.ch was experiencing rising market competition across their core area of consumer electronics. As a result, they tested Performance Max to drive additional sales and increased revenue by 40% compared to Smart Shopping campaigns.

In the next few months, we’ll introduce new features in Performance Max specifically for retailers and businesses with store locations. For example, you’ll have the option to focus your campaigns to exclusively optimize for new customer acquisition. If you’re a retailer with a local inventory feed, you’ll also see new Search and Maps ad formats powered by your products to help drive more foot traffic to your stores.

Upgrading Smart Shopping and Local campaigns to Performance Max next year will help you get more value from Google Ads while simplifying the number of campaigns you use to achieve your goals. We’ll continue investing in Performance Max and improving our automation technology over time to help you get better results.

To set your Performance Max campaigns up for success, check out our new best practices guide and video . You can also take the Skillshop e-learning course for Performance Max campaigns to get more tips on how to use them to their full potential. And explore the Demystifying Automation interactive demo to learn how different automation technologies can supercharge your marketing capabilities.

1. Google Data, Global English, Jun 22, 2021 - Aug 20, 2021 vs Jun 22, 2020 - Aug 20, 2020 2. Google Data, Global English, Jun 22, 2021 - Aug 20, 2021 vs Jun 22, 2020 - Aug 20, 2020 3. In Europe, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to. 4. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020 5. Google/Ipsos, Google Feed Consumer Insights, June 2020, Online survey. Americans 18+ who made a discovery on at least one Google feed (feeds defined as Google app, Chrome app, YouTube, Gmail) on a mobile device. Base: Feed users n=1,053 6. Google Data, Global, Ads, July - September 2021

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5 Surprising Google Ads Case Studies

5 · by Dennis Moons · Updated on 1 June 2023

Let’s face it, Google Ads aren’t very sexy.

Read any article about the newest darlings of the ecommerce world, and Facebook Ads, Snap Ads and even TikTok Ads, take up most of the coverage.

But if you look at the stats for the top acquisition channels , paid search has held its position for a long time.

So behind the scenes, most of these brands are quietly cranking away on Google Ads .

And in this article, I’ll look at 5 interesting case studies of how these top ecommerce brands use Google Ads.

Table of Contents

The Uniting Factor

Looking at the Google Ads strategy that the brands in this article use, it’s all pretty similar.

Few brands grow thanks to Google Ads (except for #5).

Most of them generate the demand somewhere else, and then use Google Ads to harvest those customers when they are ready.

But the way they do that is a little different for each one. Some focus on Shoppings Ads , others on YouTube Ads and others are using a mix of all the campaign types.

How Away Travel Captures Unbranded Traffic

Filled with coffers full of venture capital, Away Travel has grown like crazy.

And the luggage brand has put that money to good use, because in only a few years, they’ve managed to grab a big part of the market:

These investments in brand building also pay off in different ways.

About 70% of all Search Ads clicks for Away, worth about $35,000 per month, comes from unbranded paid search.

While any brand is able to advertise on these terms, the bottleneck with unbranded campaigns is the ability to convert customers at a high enough rate.

That’s why most stores would like this part of their campaigns to grow, but few can. But as one of the top brands, Away can pull it off and tap into this huge search volume, and do it at scale.

Learn more about the Away’s Google Ads strategy .

A View Into Campaign Structure of Glossier

Glossier sells cosmetics and skincare products and has really taken off these last couple of years.

When I analysed what they were doing with Google Ads, I managed to get some pretty interesting insights into how they were structuring their campaigns.

While account structure might sounds really boring but it actually is one of the most powerful things in a Google Ads account.

So let’s look at how Glossier structured its Google Search Ads campaigns.

The company runs 2 groups of campaigns, one for each of its sub-brands: Glossier and Glossier Play.

Each group, has a set of branded campaigns, and one for all other search queries.

Then it splits the branded into ACQ and CRM.

My guess is that first type (ACQ) is a prospecting campaign, targeting people that haven’t been to the site. The other type (CRM) targets people that have been to the website, or perhaps even existing customers that are being targeted with the Custom Match feature.

For the non-branded campaigns, it uses a campaign that targets a specific product category (like skincare) and a Dynamic Search Ads (DSA) campaign to capture all other traffic.

Then Glossier duplicates this structure for other countries it advertises in like the UK or Canada.

To read the full breakdown, click here .

English Only: How MVMT Advertises Internationally

MVMT sells watches and other accessories.

What’s interesting about them is that they operate worldwide. There are plenty of brands doing that, but few are running ads in all those countries.

Most US or UK brands don’t actively advertise in non-English markets to avoid the language problems that can occur. Being from Belgium, a tiny country with 3 official languages (and one unofficial), I know the difficulties that creep up when you add multi-language support.

But MVMT forgoes all those things and just runs their ads in English to their English website in all those markets. No translations or currency conversions.

They have this the last couple of years, so this simple strategy seems to be working!

Check this in-depth breakdown of their Google Ads to learn more about what they are doing.

How Allbirds Confuses Match Types

In this next Google Ads case study, we look at Allbirds , is a sustainable shoe brand.

They’ve worked hard in the last couple of years fighting off competitors and further building out their product catalog.

My estimate was that they were spending around $35,600 / mo on Google Ads.

But even with such an ad budget, things can go wrong. Mistakes with keyword match types can be costly, especially in non-branded Search campaigns.

In fact, I found a single search term that is useless to Allbirds and it’s costing them $700/mo:

From this list it doesn’t appear to be the only search terms that should be in their campaigns. So keeping a close eye on your Search terms report is essential, not matter how big you are.

This only is a small part of what Allbirds is doing, you can read the full details here .

How Purple Grows Demand With YouTube Ads

Branded search is the most valuable campaign type on Google Ads. Every business would like more branded searches and clicks, but the number of searches is limited to how well people know your brand. And for most businesses, that awareness only grows very gradually.

Purple Mattresses has figured out how to make that number go up fast.

It has done so by focusing on YouTube Ads . And by investing heavily in creating funny and distinctive video ads, and by running them like crazy. This has managed to drive branded search:

There are a ton of interesting lessons to take away from the Purple story, so be sure to check all the details !

Creating Your Own Google Ads Case Study

I hope you liked these examples of big brands using Google Ads.

They should have given you some ideas about what is possible for your brand.

So if you’re still deciding whether or not to go ahead with Google Ads, here are your next steps:

• Take the Google Ads Test to see if your store and products are a good fit for the channel
• Read our Google Ads For Ecommerce Guide to find out where to start
• Grab one of our courses to learn the proven framework that I use to get results for my clients

Dennis Moons

Dennis Moons is the founder and lead instructor at Store Growers. He's a Google Ads expert with over 12 years of experience in running Google Ads campaigns. During this time he has managed more than $5 million in ad spend and worked with clients ranging from small businesses to global brands. His goal is to provide advice that allows you to compete effectively in Google Ads. Follow him on Twitter or LinkedIn .

5 responses on "5 Surprising Google Ads Case Studies"

Love your blog, your my new blog to follow as I just started my blog about 5 months ago and wow do I have my work cut out for me to even get 10 percent as good as you, thanks for all the shares you do.

Thanks Jim, appreciate the comment!

very helpful content thank you so much for sharing this

Man.. gotta get rid of those negatives! Thanks for providing so much data in these case studies. Most others these days seem to be speculatory.

Glad to hear the case studies were useful Brent!

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Paid Search Success Story

Google ads case study.

Interested in learning if Google Ads (formerly Adwords) is right for you? You’ve come to the right place!

Many of our Indianapolis web design clients have tried Google Ads before, without much success. As a Google Partner Agency, BoxCrush works closely with you, and with Google, to make sure your Google Ads account delivers.

BoxCrush has designed and executed Google Ads campaigns for a variety of clients, including industrial suppliers, national employers, and local retail chains. For every client, we identify meaningful conversion actions and focus our efforts on bringing in qualified traffic to drive those conversions. 

Case Study:  Local Retail Chain Increasing Online Presence

Case Study:  National Employer Recruiting Campaign  

Background:

An industrial client (name withheld to protect data) had been internally managing an AdWords pay-per-click advertising account for over a year. They were early adopters of the AdWords program in their industry and had experienced success with their advertising.

Their competition began advertising on AdWords in increasing volume, and our client’s on-page ad positions began decreasing. With higher competition for key search phrases, our client’s account was becoming far more expensive and providing a poor return on their investment.

Prior to BoxCrush managing the client’s AdWords account, Ad impressions were high, but the number of clicks was low. Many people were seeing the ads, but few people were clicking on them. (The blue line represents the number of impressions – or views of the Ads – and the red line represents clicks on those ads).

BoxCrush rebuilt the customer's AdWords account from the ground up, splitting it into meaningful campaigns that targeted specific demographics. BoxCrush built Ad Groups within each campaign and created ads targeting audiences within each group. As a result, Ad engagement began increasing, which lowered the cost-per-click for the client’s Ads.

How We Did It:

The client’s premiere product had its own campaign from the beginning, but it was time to refine the campaign and improve its CTR. 

The more relevant an Ad is to a user’s search, the more likely that user is to click-through. For example, when a user searches for “Widgets Price,” they will most likely click on an Ad with the title “Widgets Price.” When a user searches for specific widgets, the “Widgets Price” Ad may not be as appealing because it isn’t exactly what the user is looking for.

We took our client’s “Widgets” campaign and expanded it from three Ad groups to six. By making the Ads relate more to specific keywords, the click-through rates started improving immediately. 

Targeted Ad groups, focusing on particular aspects of this company’s widgets, provided a much higher CTR. As the CTR improved, Google rewarded our client by lowering the CPC.

In comparing the first month of running the six ad groups to the month before, the CTR increased from 2.41% to 3.89%, and the CPC decreased from $2.24 to $2.17.

Refining over time

The original campaigns and Ad groups have evolved over time. Our client still enjoys a meaningful return on investment on both their Google Ad spend and their Microsoft Ads spend (reaching Bing users). Today, their average search campaign CTR is 4.47%, and the average CPC is $2.21. Our client also uses Google Ads conversion tracking to determine how many form fills and phone calls their Ads are generating.

For the past nine years, we have managed this client’s account and continued to provide value. We continuously work to refine strategies to support the client’s AdWords goals. 

Interested in learning more? Read the short addendum below!

Measuring Success The AdWords Way

In AdWords, there are several metrics by which to measure a campaign’s success:

CTR – An Ad’s click-through rate, or the number of times an Ad is clicked on in relation to the number of times that Ad is shown to a user (remember, those views are called impressions). 

CPC – Cost per click, which is the actual cost a business incurs each time a user clicks on an Ad. Google rewards well-written ads that are clicked frequently, regardless of the budget of the advertiser. The better the CTR, the lower the CPC. 

Here’s a comparison of a client’s campaign performance during the first month we began managing their Ads, to the same period three years later: 

We were able to improve the ads to target a more relevant audience, which actually lowered the number of times the Ads were seen. Even with 11% fewer impressions, the AdWords campaign resulted in 20% more clicks and 49% more site visits, at a CPC 36% lower than it was when BoxCrush started managing the account. 

In the following graphic, the blue line is the average CPC, and the red line is the number of clicks for this particular client. As clicks increase, the CPC decreases. The lower the CPC, the more clicks a client is able to get each day with its daily set budget.

As a  Google Ads Certified Partner , BoxCrush blends the principles of traditional advertising with Google’s targeting capabilities to deliver only the most relevant messages to specific audiences. Interested in increasing the traffic to your website, or improving your Google Ads return-on-investment (ROI)?  Contact BoxCrush today . We can’t wait to meet you!

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The Google Performance Max Case Study You Need to See

by Ana Gotter • April 29, 2022

You may have heard of Google’s Performance Max campaigns. They’ve been out for a little while now, and they’re starting to get plenty of attention online. 

But do you know what they are and why they matter? Or what kind of results you can expect to get from them?

As early beta testers, thanks to being a Google Premier Partner, we’ve learned a great deal about Performance Max campaigns, and we want to share that knowledge with you. 

Let’s take a look at what they are, why they matter, how to get started, and our own case study data to see what’s possible. 

What Is A Performance Max Campaign on Google?

Performance Max campaigns are a type of enhanced Search and Shopping campaign. They allow advertisers to reach Google’s entire ad inventory with a single campaign with qualifying objectives. They make sure of extensive machine learning and automation to optimize those campaigns on your behalf.

These are goal-focused campaigns. You can use them for campaigns where your objective is to drive sales, generate leads, get website traffic, or drive in-store visits. 

You can choose the Performance Max option when creating your Google Ads after selecting a qualified objective. Instead of selecting a “Search” or “Shopping” or “Display” campaign when selecting your campaign type, you’ll choose “Performance Max” instead. 

All advertisers currently have the Performance Max campaign option. 

Why Every Advertiser Needs to Care 

There are some extensive benefits that come with Performance Max campaigns. These include the following:

• Google utilizes intensive machine learning, automation, and optimization to get you more results wherever your audience is online
• It streamlines the process; you don’t need to create five campaigns for a single objective anymore. You can create display, shopping, discovery, and search ads all at once under a single campaign 
• Performance Max may successfully drive more clicks, reach, and conversions (check our data on that in a minute!)
• It allows for a fuller online funnel, so you can build awareness, drive leads, and push sales; you get all the benefits of each platform 

But it’s not just about the benefits. Advertisers should care because they need to.

Performance Max is the next evolution for campaign types on Google Ads. Smart Shopping and Local campaigns are automatically going to migrate to this campaign-style starting in June, which is just weeks away as of the time this post was published. 

You’ll want to get on board right away and become familiar with the platform ASAP. We’ve already migrated most of our clients to Performance Max campaigns, and if you haven’t done it yet in Q1, it’s a must-do early in Q2. 

Our Google Ads Performance Max Data 

Here at Disruptive Advertising, we were fortunate enough to be a Premier Partner. We got early access to the Performance Max campaigns when it was still beta testing, so we’ve been testing it as an advertiser with some of our clients. 

We’ve seen great results with Performance Max campaigns— especially when it comes to lead generation.

There are, however, three case studies that we want to focus on.

Google Ads Performance Max Case Study— HRC Fertility 

Lindsay Wheeler is an account manager here at Disruptive Advertising. She launched Performance Max campaigns for HRC Fertility towards the end of February this year. 

Thanks to these campaigns, the client saw an 8% increase in lead volume at a highly efficient cost of a $35 CPA— this was 4x lower than the cost of the previous Search campaigns that had been run. 

Google Ads Performance Max Case Study— Sports Card Retailer  

In January, we worked with one of our clients in the sports card retail industry to test Performance Max campaigns. These campaigns would replace their shopping campaigns.

We saw a period-over-period lift, comparing their Smart Shopping Campaigns to their Performance Max campaigns. There was a 97% lift in revenue with a 23% increase in cost, resulting in a total of a 60% increase in ROAS . 

Google Ads Performance Max Case Study— Overall Results 

In addition to the two hyper-specific case studies above, we also looked at our overall data.

We looked at advertisers where Performance Max spend was greater than 1k combined and greater than 25% of their total Shopping budget. 

During Q1 of 2022, advertisers that were on Smart Shopping and who opted into Performance Max saw the following improvements in their campaign with Performance Max compared to Smart Shopping: 

• Average of 19% CPA improvement
• Average of 227% revenue increase
• Average ROAS improvement by 84% 

The best results we saw consistently were when two criteria were met:

• The total shopping and Performance Max budget was over 1k per month
• Over 25% of the budget was allocated to Performance Max campaigns 

How Disruptive Advertising Can Help with Your Performance Max Campaigns 

Many brands have no idea where to get started with it comes to Performance Max campaigns, but we can help. The time to migrate is now if you haven’t already— there’s no time to wait.

As early beta testers, we’ve learned a great deal about how to leverage Performance Max campaigns for our clients to help them see more results at a lower cost than ever before.

We’ve got the experience you need to get you started, and as a top-rated Google Ads agency with full-funnel ad services (including creative design, landing page creation, email services, and more), we won’t just get you clicks— we’ll get you results. Ready to increase your conversions, lower your CPA, and send your ROAS skyrocketing? We’ve helped other clients do exactly that, and we’re ready to help you. Get in touch for a free consultation here .

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Growing engagement with native ads: The New York Times’ approach

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• Deliver a valuable and engaging reader experience, of both content and ads
• Scale high-impact Flex Frames native ads to all platforms and properties

The Approach

• Used the component-based ads approach in Google Ad Manager to compile and build responsive ads that scale to mobile web, desktop, and app
• Layered first-party audience insights to adapt to content, and also the specific Flex Frames ad format users are most likely to respond to

The Results

• Greater user engagement, with a 6x increase in click-through rates
• Higher viewability, with 4x more viewable impressions
• Greater efficiency from a scalable approach to native ads

The New York Times aims to deliver valuable news and information to readers, wherever they may be consuming content. With the growing consumer shift to digital, the company developed a variety of properties and platforms to provide readers with quality experiences on all screens, including a virtual reality app for Android with Google Cardboard. With more than one million digital-only subscribers in 2016 consuming content on all of these expanding platforms, however, The New York Times faced a new business challenge: creating a sustainable advertising model that efficiently and effectively scaled to all of its properties.

Building a sustainable advertising model with Flex Frames

Over the years, The New York Times has experimented with different advertising models to find a solution that prioritizes readers’ experiences while keeping an eye on the bottom line. “If we don’t create useful and engaging ad experiences,” says Nicholas Van Amburg, VP of Ad Innovation at The New York Times, “our business is not going to be sustainable and successful long-term.” With that in mind, the team developed Flex Frames in September 2015. Flex Frames follow an advertising model where the ads seamlessly integrate with a reader’s content experience.

While Flex Frames successfully adapted to the look and feel of its content on all screens, The New York Times quickly ran into roadblocks when attempting to scale this new ad format to all of its diverse web and app properties. The innovation team found themselves overwhelmed with long hours of coding and compiling individual ads for review by advertisers.

Scaling Flex Frames with Google Ad Manager

With Ad Manager, the team found an efficient way to expand their Flex Frames offering. The team created a library of native styles adhering to the Flex Frames guidelines in Ad Manager. Advertisers now provide a single set of components for ‘flex’ ads — image, headline, copy, etc — and Ad Manager automatically compiles the right creative from these components, applying the right style to match readers’ contexts — meaning the device, the content, the amount of space available, and more.

In the past, Flex Frames took an enormous amount of time because each layout required handholding. But, with Ad Manager, the advertiser can supply one set of assets and it can automatically distribute it to different layouts and formats.

Benjamin Cheung , Ad Technology Engineer, The New York Times

Better visibility and greater engagement with Flex Frames

The New York Times pushed further, using its first party audience insights to serve advertising that was most likely to be relevant for each individual reader, in both format and content. “If we know a reader is more likely to watch video content than view photos in a carousel,” Lauren Reddy, Associate Director of Audience Development at The New York Times explains, “we can serve him or her a piece of video advertising rather than a photo story.” With this scaled approach to deliver native ads relevant to a user’s interests and context powered by Ad Manager, the team saw a six-fold increase in CTRs with four times more viewable impressions. The response from advertisers has been positive as well, as they have jumped to take advantage of this new type of inventory.

The seamlessness of the user experience has improved our performance all around.

Nicholas Van Amburg , VP of Ad Innovation, The New York Times

Setting the pace for the future

As content channels and screen types continue to increase in variety, The New York Times will look to Flex Frames and native advertising as the key to creating a scalable and sustainable business with ads that drive engagement. The next frontier in their native ads strategy is making Flex Frames available to programmatic buyers in partnership with Ad Manager. Nicholas says, “Our innovation and partnership with Ad Manager will bring more scale and opportunity to our platform. It’s an a exciting step in the right direction.”

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Google Ads Case Studies: How We Drove Over $200K in Sales

David Victor

• February 4, 2024

Winning Back a Client and Exceeding Expectations Through Google Ads Mastery

A Google Ads client of ours was recently purchased in a roll-up strategy by a venture capital firm. Often, many things change when these types of acquisitions happen. Part of this transition included a 3-month experiment with a “big box” Google Ads management agency to see what the results might look like.

Though we had driven our client’s CPA down to $42 per conversion, the new ownership group wanted to ensure that the company was working with the best Google Ads management services available.

Right off the bat, it was clear that there was a marked difference in the transparency of their Google Ads management services .

This lack of transparency and control over the budget and data raised concerns about the effectiveness and efficiency of the Google Ads campaign. Without knowing how the agency was allocating the budget and what specific strategies they were implementing, it became difficult to assess the ROI or make informed decisions regarding the campaign.

The proprietary nature of the dashboard prevented us from independently verifying the accuracy and reliability of the reported data, adding another layer of uncertainty to the entire process.

(Fortunately, we had our Marketing Intelligence System on our side to know exactly what was going on with the leads!)

In any case, the lack of transparency and information regarding the management of our Google Ads campaign created a sense of unease and hindered our ability to effectively evaluate it. There was no way of knowing if the account was being managed aggressively, timidly, or not “ly” at all.

At the 90-day mark, it appeared that their Google Ads campaign had done — okay . However, the results (leads) were not as robust as what Boomcycle Digital Marketing had previously been generating. Following the completion of the trial with the other agency, the client returned to us to restart and optimize their account.

The Boomcycle Strategy

As we lit the fires again on our formerly very active campaign, we thoroughly re-analyzed the account to develop an optimization roadmap focused on maximizing ROI . Extensive keyword re-research coupled with tightened targeting increased our ad relevance.

We also refined ad copy and landing pages to boost click-through rates and increase our quality scores.

Ongoing close monitoring enabled rapid response to opportunities as they emerged. Our deep expertise and proprietary tools led to some impactful enhancements.

The Results of Our Google Ads Management Services

After some Google Ads histrionics ( “Oh, sorry, our machine learning has to *completely relearn everything*!” ), the account began performing.

In just the second month since taking back the Google Ads management duties, our strategic optimization efforts have driven exceptional performance, including:

• 35% increase in conversions
• 27% reduction in cost per conversion
• 192% more impressions vs. December 2023

Since December, we have increased conversions by over a third while driving significant decreases in cost per conversion, regenerating momentum, and surpassing the client’s campaign goals.

Multiple KPIs now exceed targets, affirming our Google Ads chops.

Most importantly, the total booked revenue to the business from our ads campaigns since re-starting in December 2023 have been 10x the ad spend , amounting to over $212,000 in services sold for our client.

Even though we’re only on Month #2 of our own “Test Drive,” we can’t help but think that the dramatic turnaround and exceptional, transparent service have re-secured this client’s trust and business.

With our optimization expertise and focus on client success, we can rescue underperforming Google Ads accounts and take even seasoned programs to new heights. The rapid, significant returns delivered here further validate our strategic management methodology.

We’ll see you in the Sponsored listings!

If you need better results than you’re getting from your Google Ads campaigns, contact us today at Boomcycle Digital Marketing.

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$0.01 CPC In Google Ads? Yes, It's possible (Part III Case Study)

This is the 3rd part of a case study in finding low competition keywords (in terms of ad competition) in Google and making ads targeting those keywords (1 adgroup with 1 keyword in each). It is absolutely possible to get your costs down to $0.01 and this opens the doors to promote way more with a much higher profit margin opportunity.

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Thanks for the tutorial video its worth to practice in order to reduce costs. Visit Rwenzori mountain of the moon the snow peak.

This is awesome stuff here Vitaliy. If you can get $0.01 in volume, there are 101 ways you could monetize this...even using arbitrage, but putting an affiliate offer in front of people you could definitely leverage lower commission products with this approach. Great vlog!

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Warning issued as hackers fake google’s 2fa app to steal your data.

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Hackers are using a fake Google Authenticator app to steal data

What if I told you that looking for the official Google Authenticator app on Google search could lead you to a fake version that steals your data instead of providing 2FA security codes? Jérôme Segura, principal threat researcher at Malwarebytes, has warned that “if you were trying to download the popular Google Authenticator via a Google search in the past few days, you may have inadvertently installed malware on your computer.”

Verified By Google Doesn’t Always Mean Trusted

The Malwarebytes threat researchers said that at the heart of the issue with the fake Google Authenticator incident is the adverts being served by Google. During a Google search for the Google Authenticator they “appear as if they were from official sources and advertisers’ identities verified by Google.” Security professionals are quick to suggest that people should never trust and always verify, the so-called zero trust defense, but when an advert displays www.google.com as the destination URL and the advertiser identity is verified by Google, it rather blows that mantra apart.

The threat actors employed trust indicators to fool searchers

Anyone who clicked on what could so easily be taken as a genuine link to download the Google Authenticator app would have been guided through a bunch of redirects, eventually landing on the malicious download site. The domain for this maliciously cloned site was registered on the same day as the advert was served.

“We have seen this very effective URL cloaking strategy in past malvertising campaigns,” Segura said, “including for KeePass, Arc browser, YouTube, and Amazon. Still, Google continues to fail to detect when these imposter ads are created.”

Researchers at malware analysis experts AnyRun reported that victims of the hacking campaign would see what appeared to be a genuine Google Authenticator download site. They also found evidence of the threat actors using a number of different fake domains to fool visitors. The thread linking them all was the ultimate delivery and execution of DeerStealer information-stealing malware.

Victims landed on a realistic looking Google Authenticator site

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By examining the fake site’s source code, the Malwarebytes researchers determined that the malicious code, purporting to be Google Authenticator and with the name Authenticator.exe, was hosted on GitHub, which adds another layer of trust to the whole threat equation. Comments from the code author were in Russian, although it’s impossible to determine attribution at this stage correctly. What is possible to say is that by combining the trust of being verified by Google with GitHub hosting, the attackers were likely able to bypass rudimentary end-user security protections.

“Since the whole premise of these attacks relies on social engineering, it is absolutely critical to properly distinguish real advertisers from fake ones,” Segura warned, “as we saw in this case, some unknown individual was able to impersonate Google and successfully push malware disguised as a branded Google product as well.” To mitigate such attacks users are advised to not click on any ads purporting to download software, whether you have been searching for it or not, and instead visit the official app stores directly.

Google’s Response

A Google spokesperson told me, “We prohibit ads that attempt to circumvent our enforcement by disguising the advertiser’s identity to deceive users and distribute malware. When we identify ads that violate our policies, we remove them and suspend the associated advertiser account as quickly as possible, as we did in this case.”

According to Google, the advertiser in question was suspended, and all their ads were removed from the platform. Google is currently investigating the issue further and plans to take steps to remediate it. Google says it does actively review ads and associated accounts. In 2023, for example, Google removed over 3.4 billion ads, restricted over 5.7 billion ads and suspended over 5.6 million advertiser accounts.

However, Google does say that bad actors are operating with increasing sophistication, such as creating thousands of accounts simultaneously and using techniques such as text manipulation to circumvent automated detection and cloaking to show ad reviewers and systems different ad content than they’d show a user. Combined, this makes content much harder to detect and to enforce against, so be careful out there.

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The goal was to increase Gross Merchandise Value (GMV) for GLAMI partners by incrementally reaching shoppers in the Czech Republic, Slovakia, Romania, Hungary, Greece, Turkey, Bulgaria, Slovenia, Croatia, Spain, Lithuania, Latvia, and Estonia. That’s why GLAMI leveraged Shopping Campaigns with Microsoft Advertising.

The solution

Aleph Group, in collaboration with GLAMI, developed Feeds using Microsoft Merchant Center. To begin, they tested Shopping Ads in one geographical location. Due to the positive results, this strategy was applied across additional markets.

Moreover, leveraging existing Universal Event Tracking (UET) implementation and sufficient conversion data, GLAMI and Aleph adopted tCPA (target cost-per-acquisition).

To further enhance profitability, GLAMI, with the support of Aleph’s performance team, employed tROAS (target-return-on-ad-spend) in the Shopping campaigns instead of traditional bidding strategies. This approach led to highly successful outcomes.

In just one year of leveraging Microsoft Shopping, we saw an increase of 130% of sessions year-over-year (YoY). Additionally, Microsoft Shopping generated 76% more orders for our partners YoY by using all Microsoft Ads channels totaling in +60% more GMV YoY for our partners.

— Arkadiusz Mokrzycki​, Performance Marketing Lead​, GLAMI

The results

The results were outstanding. With Microsoft Shopping, GLAMI achieved a 130% increase in sessions—in just one year. GLAMI also generated 76% more orders for their partner YoY by using all Microsoft ads channels which created an additional 60% more GMV YoY for GLAMI’s e-shops and brand partners.

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Google illegally maintains monopoly over internet search, judge rules

A drawn-out appeals process will delay any immediate effects for both consumers and advertisers after a judge ruled Google’s search engine has been illegally exploiting its dominance to squash competition and stifle innovation.

Various Google logos are displayed on a Google search, Monday, Sept. 11, 2023, in New York. U.S. (AP Photo/Richard Drew, File)

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WASHINGTON (AP) — A judge on Monday ruled that Google’s ubiquitous search engine has been illegally exploiting its dominance to squash competition and stifle innovation, a seismic decision that could shake up the internet and hobble one of the world’s best-known companies.

The highly anticipated decision issued by U.S. District Judge Amit Mehta comes nearly a year after the start of a trial pitting the U.S. Justice Department against Google in the country’s biggest antitrust showdown in a quarter century.

After reviewing reams of evidence that included testimony from top executives at Google, Microsoft and Apple during last year’s 10-week trial, Mehta issued his potentially market-shifting decision three months after the two sides presented their closing arguments in early May.

“After having carefully considered and weighed the witness testimony and evidence, the court reaches the following conclusion: Google is a monopolist, and it has acted as one to maintain its monopoly,” Mehta wrote in his 277-page ruling. He said Google’s dominance in the search market is evidence of its monopoly.

Google “enjoys an 89.2% share of the market for general search services, which increases to 94.9% on mobile devices,” the ruling said.

It represents a major setback for Google and its parent, Alphabet Inc., which had steadfastly argued that its popularity stemmed from consumers’ overwhelming desire to use a search engine so good at what it does that it has become synonymous with looking things up online. Google’s search engine processes an estimated 8.5 billion queries per day worldwide, nearly doubling its daily volume from 12 years ago, according to a recent study released by the investment firm BOND.

Kent Walker, Google’s president of global affairs, said the company intends to appeal Mehta’s findings.

“This decision recognizes that Google offers the best search engine, but concludes that we shouldn’t be allowed to make it easily available,” Walker said.

For now, the decision vindicates antitrust regulators at the Justice Department, which filed its lawsuit nearly four years ago while Donald Trump was still president, and has been escalating it efforts to rein in Big Tech’s power during President Joe Biden’s administration.

“This victory against Google is an historic win for the American people,” said Attorney General Merrick Garland. “No company — no matter how large or influential — is above the law. The Justice Department will continue to vigorously enforce our antitrust laws.”

The case depicted Google as a technological bully that methodically has thwarted competition to protect a search engine that has become the centerpiece of a digital advertising machine that generated nearly $240 billion in revenue last year. Justice Department lawyers argued that Google’s monopoly enabled it to charge advertisers artificially high prices while also enjoying the luxury of not having to invest more time and money into improving the quality of its search engine — a lax approach that hurt consumers.

Mehta’s ruling focused on the billions of dollars Google spends every year to install its search engine as the default option on new cellphones and tech gadgets. In 2021 alone, Google spent more than $26 billion to lock in those default agreements, Mehta said in his ruling.

Google ridiculed those allegations, noting that consumers have historically changed search engines when they become disillusioned with the results they were getting. For instance, Yahoo was the most popular search engine during the 1990s before Google came along.

Mehta said the evidence at trial showed the importance of the default settings. He noted that Microsoft’s Bing search engine has 80% share of the search market on the Microsoft Edge browser. The judge said that shows other search engines can be successful if Google is not locked in as the predetermined default option.

Still, Mehta credited the quality of Google’s product as an important part of its dominance, as well, saying flatly that “Google is widely recognized as the best (general search engine) available in the United States.”

The Consumer Choice Center, a lobbying group that has fought other attempts to rein in businesses, decried Mehta’s decision as a step in the wrong direction. “The United States is drifting toward the anti-tech posture of the European Union, a part of the world that makes almost nothing and penalizes successful American companies for their popularity,” said Yael Ossowski, the center’s deputy director.

Mehta’s conclusion that Google has been running an illegal monopoly sets up another legal phase to determine what sorts of changes or penalties should be imposed to reverse the damage done and restore a more competitive landscape. He scheduled a Sept. 6 hearing to begin setting the stage for the next phase.

The potential outcome could result in a wide-ranging order requiring Google to dismantle some of the pillars of its internet empire, or preventing it from paying to ensure its search engine automatically answers queries on the iPhone and other devices. Or, the judge could conclude only modest changes are required to level the playing field.

“Google’s loss in its search antitrust trial could be a huge deal — depending on the remedy,” said Emarketer senior analyst Evelyn Mitchell-Wolf.

Regardless, she added, a drawn-out appeals process will delay any immediate effects for both consumers and advertisers.

The appeals process could take as long as five years, predicted George Hay, a law professor at Cornell University who was the chief economist for the Justice Department’s antitrust division for most of the 1970s. That lengthy process will enable Google to fend off the likelihood of Mehta banning default search agreements, Hay said, but it probably won’t shield the company from class-action lawsuits citing the judge’s findings that advertisers were gouged with monopolistic pricing.

If there is a significant shakeup, it could turn out to be a coup for Microsoft, whose own power was undermined during the late 1990s when the Justice Department targeted the software maker in an antitrust lawsuit accusing it of abusing the dominance of its Windows operating system on personal computers to lock out competition.

That Microsoft case mirrored the one brought against Google in several ways and now the result could also echo similarly. Just as Microsoft’s bruising antitrust battle created distractions and obstacles that opened up more opportunities for Google after its 1998 inception, the decision against Google could be a boon for Microsoft, which already has a market value of more than $3 trillion. At one time, Alphabet was worth more than Microsoft, but now trails its rival, with a market value of about $2 trillion.

If Mehta decides to limit or ban Google’s default search deals, it could squeeze Apple’s profits, too. Although parts of his decision were redacted to protect confidential business information, Mehta noted that Google paid Apple an estimated $20 billion in 2022, doubling from 2020. The judge also noted Apple has periodically considered building its own search technology, but backed off that after a 2018 analysis estimated the company would lose more than $12 billion in revenue during the first five years after a break-up with Google.

Google’s payments have helped Apple’s steadily growing services division, which generated $85 billion in revenue during the company’s last fiscal year. Apple didn’t immediately respond to a request for comment.

The Justice Department’s antitrust division has recently taken on some of the biggest companies in the world. It sued Apple in March and in May announced a sweeping lawsuit against Ticketmaster and its owner, Live Nation Entertainment. Antitrust enforcers have also opened investigations into the roles Microsoft, Nvidia and OpenAI have played in the artificial intelligence boom.

The Biden administration has won some big cases, including blocking mergers of some of the world’s biggest publishers as well as JetBlue Airways and Spirit Airlines. It’s also had some notable setbacks, including in the sugar and healthcare industries.

Google faces several other legal threats both in the U.S. and abroad. In September, a federal trial is scheduled to begin in Virginia over the Justice Department’s allegations that Google’s advertising technology constitutes an illegal monopoly.

Liedtke reported from San Ramon, California. Associated Press writers Alanna Durkin Richer and Barbara Ortutay contributed to this report.

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‘Google Is a Monopolist,’ Judge Rules in Landmark Antitrust Case

The ruling on Google’s search dominance was the first antitrust decision of the modern internet era in a case against a technology giant.

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By David McCabe

Reporting from Washington

Google acted illegally to maintain a monopoly in online search, a federal judge ruled on Monday , a landmark decision that strikes at the power of tech giants in the modern internet era and that may fundamentally alter the way they do business.

Judge Amit P. Mehta of U.S. District Court for the District of Columbia said in a 277-page ruling that Google had abused a monopoly over the search business. The Justice Department and states had sued Google, accusing it of illegally cementing its dominance, in part, by paying other companies, like Apple and Samsung, billions of dollars a year to have Google automatically handle search queries on their smartphones and web browsers.

“Google is a monopolist, and it has acted as one to maintain its monopoly,” Judge Mehta said in his ruling.

The ruling is a harsh verdict on the rise of giant technology companies that have used their roots in the internet to influence the way we shop, consume information and search online — and indicates a potential limit of Big Tech’s power. It is likely to influence other government antitrust lawsuits against Google, Apple, Amazon and Meta, the owner of Facebook, Instagram and WhatsApp. The last significant antitrust ruling against a tech company targeted Microsoft more than two decades ago.

“This is the most important antitrust case of the century, and it’s the first of a big slate of cases to come down against Big Tech,” said Rebecca Haw Allensworth, a professor at Vanderbilt University’s law school who studies antitrust. “It’s a huge turning point.”

The decision is a major blow to Google, which was built on its search engine and has become so closely associated with online search that its name has become a verb. The ruling could have major ramifications for Google’s success, especially as the company spends heavily to compete in the race over artificial intelligence. Google faces another federal antitrust case over ad technology that is scheduled to go to trial next month.

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How 2 brands and an agency proved the power of custom creative

If you ask a room full of advertisers, “What makes a good video ad?” you’ll likely get a wide range of responses. But most will agree that good creative drives results. According to Nielsen, creative is responsible for almost half of a campaign’s success. 1 And when I recently ran a YouTube CMO roundtable, many clients spoke to creative customization and experimentation as key components of their success. Their experiences support the insight that relevance to viewers maximizes impact . Because different content resonates with different viewers, campaigns containing several versions of the same creative, each tailored to a specific audience, can be very effective.

Advancements in technology have led viewers to expect more relevance, thanks to a proliferation of choice. Now, ad creative must transform to meet those expectations. We developed Ads Creative Studio to streamline the production process by helping brands and agencies cut down on time and costs, and to facilitate collaboration between media and creative teams. Here’s how two brands and an agency used the platform to create more effective ads.

Test to find out what boosts brand perception

Customization has always been a key part of PepsiCo’s marketing strategy, but their sparkling water brand bubly’s impact on brand associations still had to be tested. The team wanted to find out how customized video ads for the brand might encourage their ideal audiences to associate it with house parties, barbecues, sports viewing, and other consumption moments. The goal? To deliver on a brief to better understand the consumer and eventually win them over.

With this experiment, PepsiCo wanted to gauge which of those occasion-specific messages, when aimed at relevant audiences, would resonate the most. With Ads Creative Studio, the process of building out a collection of customized assets became smoother and more efficient. The suite of tools allowed the teams to keep production internal by housing all design elements on a single platform.

Teams can craft stories around themes they know resonate with audiences they want to reach.

“Prior to using Ads Creative Studio for video customization, we planned a high-level creative and targeting approach,” said Terrence McLaughlin, associate marketing manager at PepsiCo. However, after using the tool to inventory creative variables to personalize, each with its own designated audience, they realized they had to adapt their creative process to be more tactical. “After seeing the Ads Creative Studio user flow, we had to break down the elements of our proposed creative to mimic the framework in the platform.”

With a single tool, the PepsiCo team was able to standardize processes across functions. As a result, the team found that campaigns with creative depicting social gathering and food pairing situations were most effective at driving brand lift. Equipped with that knowledge, teams can now craft bubly’s stories around themes they know resonate with audiences they want to reach.

Cut costs, not viewers

When General Motors South America wanted to boost brand awareness of the Cruze 5 model, they decided to lean on customization beyond the basics. Drawing on Google insights, they created an audience strategy that relied on a collection of 14 different groups, including affinity audiences like “outdoor enthusiasts,” “thrill seekers,” and “beachbound travelers,” as well as contextual audiences: those watching various types of auto-related content on YouTube. Each of these 14 groups would see an ad customized specifically to what would resonate with them.

The team was faced with the question of how to produce 14 unique ads, without sacrificing time, budget, or resources. They opted to try Ads Creative Studio.

We reduced costs by 30%, and, after the campaign, we noticed an increase in product searches.

“It allows you to increase productivity and efficiency, both creatively and from media costs and metrics,” said Gianluca Schinocca, media coordinator for GM Argentina. “Among the many benefits of Ads Creative Studio, production time saving and the large amount of videos produced are the ones that we found most impactful. We also reduced 30% in terms of costs, and, after the campaign, we noticed a huge increase in product searches.”

For a true win, GM knew they would need measurable results in brand lift and search. In the end, with a 56% increase in Google searches for “chevrolet cruze” 2 and a cost per view 32% less than the industry benchmark, the experiment was a success.

Facilitate creative collaboration

From the agency perspective, Ads Creative Studio can eliminate the swirl that sometimes comes with ambitious undertakings. Creative agencies around the world are constantly dealing with gridlock in approvals and workflows. Men in Green, a Dutch creative agency, found that the suite of tools made it easier for designers to share and edit work . “It is the perfect solution for our challenge,” said Jaap den Hertog, founder and CEO of Men in Green. “It gives a risk-free environment for designers to build [ad] creatives. It also allows for easy collaboration between multiple designers.”

Previously, to maintain high production standards, Men in Green had strict quality controls in place that only allowed for senior designers to produce data-driven ad creatives within Display & Video 360 . That meant junior designers could not create design variations, even when the team needed them. Because Ads Creative Studio is integrated into Display & Video 360, junior designers can now make their own ad creatives, halving the time it takes to deliver work and allowing senior designers to focus on quality assurance and publishing.

Creative is fundamental to campaign success. No matter what your goals are, a centralized suite of tools can be used to drive both efficiency and scale.

To their clients’ delight, the data-driven ad creatives with tailored messaging decreased production costs significantly. When leading bath and body brand company Rituals was looking for a way to promote their Easter collection, Men in Green used templates to create personalized messages for each market. Not only did they save time and resources, but they also saw a 278% higher click-through rate, 64% lower cost per thousand impressions (CPM), and 103% higher conversion rate compared to standard IAB banners.

Creative is fundamental to campaign success. No matter what your goals are, a centralized suite of tools can be used to drive both efficiency and scale. By reducing barriers and enhancing efficiency, Ads Creative Studio makes it easier for teams to collaborate and create personalized assets quickly, at low cost. Coupled with video experimentation , these tools allowed three different organizations to determine the most effective story to engage each of their unique audiences.

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Best of youtube: 4 innovative ways brands shared their stories in 2021, secrets behind 3 of the most-watched youtube ads, build better creative for your performance marketing, what makes content good, optimize your mobile site or app, rion austin, sources (2).

1 Nielsen Catalina Solutions , Oct. 2017.

2 Google Internal Data, ​​Argentina, March 2022.

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