For DTC brands at their Google demand ceiling
We build the YouTube and Demand Gen layer inside your existing Google Ads account, and we measure it honestly enough to tell you when it is not working.
For Shopify brands from [[SPEND_FLOOR]]/month in Google Ads spend.
Search, Shopping and PMax are demand capture. They are capped by demand that already exists. A brand at [[SPEND_FLOOR]] a month is usually near the ceiling of what its category actually searches for, and no budget increase buys past that.
Demand Gen is the only inventory inside Google Ads that is not demand capped. It is the one lever that takes an account from [[SPEND_FLOOR]] to double that without adding a second platform. It is also the part of Google Ads most brands are running wrong, or not running at all.
Five failures, in the order we find them.
The direct response playbooks online are built for accounts spending $200k a month. Their test budget alone is roughly two and a half months of your entire Google spend. Run as written, it burns the budget before the algorithm learns anything.
No exclusions on purchasers, site visitors or the email list. Smart bidding takes the path of least resistance and resells people who already know you, then reports beautiful numbers. A cold campaign without exclusions is a retargeting campaign wearing a costume.
Ten campaigns at €100 a day is not a structure. It is ten campaigns permanently in learning. Each pocket needs real conversion volume before smart bidding does anything for you.
Google counts a ten second view without a click as a conversion and folds it into the same column as purchases. Until you split purchases by ad event type, you do not know whether you bought sales or views.
Demand Gen creates branded search it never gets credited for. Read the YouTube line on its own and you will kill a campaign that was working, or scale one that was not.
We segment your existing Demand Gen and video by ad event type and compare purchases against purchases. Below 80% click share, the numbers are decorated and we say so before anyone scales anything. Then exclusions: all time purchasers, site visitors, email list, and Optimised Targeting off.
We start with static, not with a video shoot. Image ads perform on par with video on prospecting, cost an order of magnitude less to produce, and have no talent dependency. We run three angles: offer led, informational, and comparison. Video comes second, and only when you already have footage worth using.
If the angle does not continue onto the page, you are paying for traffic that bounces. Each angle gets the page that pays it off: a product or sale page for the offer, an advertorial for the curiosity hook, a comparison page for the ranking angle.
One campaign, two or three ad groups by audience, minimum €5.000 a month for six to eight weeks. Max Conversions until eCPA is stable, then tROAS. We split into more campaigns by angle, not by whim, and never before the volume supports it.
Give us view only access. We return two numbers. First, the share of your Demand Gen purchase conversions that came from an actual click rather than a view. Second, what your prospecting campaigns are still allowed to target. It takes us under an hour and it usually changes the conversation.
If the click share is under 80%, your YouTube results are decorated. We will tell you that whether or not you hire us.
Google Ads results we can show today. YouTube case studies are being written and are not on this page yet.
Increasing spend by 71% while improving ROAS by 28% for the #2 Dutch running store
Read the case
46% increased contribution margin for a lighting retailer
Read the case
From delayed attribution to profitable scale with bottom line bidding
Read the caseVery satisfied with Ecubate. Clear reports and monthly reviews always provide great insights. Thanks to their growth model, our CPA is lower and our revenue is growing year over year.
Edward, Founder, GloeilampgoedkoopEcubate works structured, performance-based, innovative and well-documented. Collaboration felt like having an in house marketeer.
Steven, Director, BoombrushBoth testimonials refer to Google Ads work, not YouTube campaigns.
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[[YOUTUBE_CASE_STUDY: to be added]]
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[[PRICING_BLOCK: Geert to decide. One of three: (a) activation fee plus a non degressive percentage on Demand Gen spend, (b) inside the existing retainer, (c) base fee plus a share of incremental revenue. Do not publish a number until this is settled.]]
Thirty minutes. We look at your non brand impression share, your Demand Gen click share and your AOV, and we tell you which of the three is the reason to start or the reason to wait.
Brands that get the most out of this spend at least [[SPEND_FLOOR]] a month on Google Ads.
