Demand Gen’s new messaging and creative features give us more ways to start a conversation, but a conversation is not a captured lead. Split test the new options against our existing conversion path, measuring PII capture rate and qualified-lead CPA before moving more budget over.
Analysis by Ryan Sappington, founder of Scaled Advertising, a paid media agency for B2C big-ticket lead generation across Google Ads, Microsoft Ads, and Meta.
What was published
Reach your audience in new ways with August’s Demand Gen Drop.
Drive high-quality leads and acquire customers with new messaging, travel, and creative features in YouTube’s August Demand Gen Drop.
Read the original on GoogleWhat we'd do about it
Changes like this show up in cost per qualified lead before they show up in the interface. Audit the affected campaigns this week: search terms, conversion actions tied to real PII capture, ad relevance, and landing page speed. Then decide whether spend can scale rather than assuming it can. We do exactly that work for clients as part of our paid media management.
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