Delivering huge returns on Google campaign spend

Challenge

Testing and experimentation are core to Google’s marketing, yet this often created a bottleneck. With vast global spends across many different initiatives, Google needed to measure and optimize the effectiveness of all creative and brand campaigns to maximize brand lift and ROI but without limiting time-to-market or the agility of their teams and partners.

Solution

Google partnered with Human Made Machine to deliver a global framework for pre-testing creative across 24 markets and 13 environments, including all the major social media platforms. HMM integrated a Run, Pause, Stop action framework into the initial results phase:

• Run: Marketing spend was maximized behind high-performing creative.
• Pause: Creative was diagnosed, fixed, and re-tested before launch to ensure effectiveness. This systematic approach ensured accuracy in predictions while maintaining the speed required for digital formats.
• Stop: Creatives that did not resonate with audiences were removed from media plans, avoiding wasted media spend.