Case Study: Google Brand Search shown 94% overvalued — Brand achieves 13% ROAS uplift with Measured

Premium Home Goods Brand Finds Google Brand Search 94% Overvalued; Increases Total ROAS 13% via Reallocation

Google faced a common digital-marketing dilemma: they needed to know whether investments in Google Brand Search and Google Shopping were truly driving incremental sales or simply claiming conversions already inevitable under last-touch reporting. To answer this, they partnered with Measured and used Measured’s cross-channel incrementality tools—specifically a state-level, geo-matched market experiment—to move beyond platform-level attribution limits and measure true business impact without relying on user tracking.

Measured ran a three-cell geo holdout test (Google Brand, Google Non-Brand, and Control) using the brand’s ecommerce conversion data and a data-science market selection process. The experiment found Brand Search drove just 6% of the conversions Google reported while Shopping delivered 115% of reported conversions; by reallocating away from Brand Search, the business improved overall ROAS by ~13%. Measured’s findings enabled a clear, data-driven budget shift to more profitable tactics.

Google