Google Ads · Status at source date: Newsletter archive
Lift Studies move into Experiments with refreshed setup flow
Thomas Eccel has flagged that Google Ads has relocated Lift Studies into the "Experiments" section of the interface, with a refreshed setup flow. Two studies are available: Brand Lift measures the impact of video and audio ads on awareness, consideration, and purchase intent through surveys, returning absolute lift, lifted users, and cost per lifted user.
What changed
Search Lift measures whether video ads drive incremental brand searches, returning relative lift and incremental search volume. Both studies are available across Demand Gen and Google video inventory.
The relocation is structurally meaningful: lift studies measure the incremental impact of advertising rather than reported attribution, which means brand campaigns showing strong ROAS in last-click attribution may register zero lift if they are converting users who would have searched anyway.
Why it matters for advertisers
For you, this means lift studies are easier to set up than before, and the consolidation into Experiments makes them part of the standard testing repertoire rather than a specialist tool. Worth running on any video or upper-funnel campaign where the case for incremental value has been assumed rather than measured.
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Original newsletter text and archive evidence
Lift Studies move into Experiments with refreshed setup flow
Thomas Eccel has flagged that Google Ads has relocated Lift Studies into the "Experiments" section of the interface, with a refreshed setup flow. Two studies are available: Brand Lift measures the impact of video and audio ads on awareness, consideration, and purchase intent through surveys, returning absolute lift, lifted users, and cost per lifted user. Search Lift measures whether video ads drive incremental brand searches, returning relative lift and incremental search volume. Both studies are available across Demand Gen and Google video inventory.
The relocation is structurally meaningful: lift studies measure the incremental impact of advertising rather than reported attribution, which means brand campaigns showing strong ROAS in last-click attribution may register zero lift if they are converting users who would have searched anyway.
For you, this means lift studies are easier to set up than before, and the consolidation into Experiments makes them part of the standard testing repertoire rather than a specialist tool. Worth running on any video or upper-funnel campaign where the case for incremental value has been assumed rather than measured.
Source captured . No explicit first-contributor label was provided for this update.
