Case Study: Johnny Was achieves 3.1X media efficiency with Measured through Google PMAX incrementality testing

Johnny Was achieves 3X media efficiency by testing incrementality of Google PMAX

Johnny Was, a California-based women's lifestyle brand, engaged Measured to evaluate the incremental impact of Google’s AI-driven ad products (Smart Shopping and PMAX) versus Google’s traditional shopping platform and to determine the optimal channel mix. Concerned about PMAX’s black-box attribution, the team asked Measured to run incrementality tests to see what truly drove incremental sales and profit.

Measured implemented a suite of tests — lift tests, holdout tests, and a geo-matched market scale test that simulated 3x media spend — and uncovered that Smart Shopping had only 12% incrementality, Google over-attributed conversions by ~4x, and PMAX was roughly 2x more incremental than Smart Shopping. Using Measured’s findings, Johnny Was increased budget by 13% and achieved a 3.1X increase in media efficiency, enabling more profitable Google spend.

Johnny Was

Jordan Roberson

Director of Digital Marketing