UAG drove a 191% increase in purchase conversions with Google Demand Gen
A Unified Lift study proved Demand Gen's incremental impact alongside Search and Performance Max
Demand Gen looked promising, but the data to justify it as an evergreen channel didn't exist yet
Urban Armor Gear (UAG) is a manufacturer and retailer of rugged, lightweight protective cases and accessories for mobile phones, tablets, laptops, and watches. The company sought to scale its digital presence but lacked data to justify a permanent shift into visual-first performance campaigns. Thus UAG hesitated to commit to an evergreen strategy without proof of incremental impact and needed to know whether Demand Gen could spark new discovery and accelerate purchase intent, driving measurable, bottom-line revenue to support existing campaigns.
Run the experiment. Isolate the lift. Let the data make the case
To prove the impact of visual-first discovery, UAG launched a Unified Lift study. The strategy used Demand Gen to fuel new demand and drive direct actions, operating alongside Search, Shopping, and Performance Max. The study isolated the unique incremental lift generated by Demand Gen, proving its ability to drive purchase conversions.
As UAG's agency partner, we handled the technical implementation of the study and optimized creative assets to ensure the Demand Gen campaigns resonated with UAG's core adventure-ready audience.
25x more likely to purchase when Demand Gen worked alongside existing channels
The study proved that Demand Gen was a massive catalyst for bottom-line growth. When users saw both Demand Gen ads and Performance Max or Search ads, they were 25x more likely to end up making a purchase. UAG achieved a 7.9% relative lift in conversion value and a 6% lift in branded searches. By including view-through conversions, UAG's CPA dropped by 65.7%, further proving Demand Gen is a vital evergreen channel for driving unique, incremental conversions.
