Google Introduces “Branded Searches” Conversion Metric to Shed Light On Upper-Funnel Impact

Google has quietly rolled out a powerful new conversion metric - Branded Searches - enabling marketers to more accurately measure how upper-funnel advertising activity, such as YouTube and Display campaigns, translates into brand interest and searches. First mentiomned at Google Marketing Live in 2025, this feature is now available in Google Ads.

To locate the metric, advertisers first need to have either a YouTube, Performance Max, or Demand Gen campaign type active in their account. The metric is then visible under the consideration goal in your conversions summary. They also feature in the All Conversions and Results reporting columns, but not in the primary Conversions column used for automated bidding strategies.

What are Branded Searches?

Branded Searches fire when a user performs a brand-specific search on Google or YouTube, such as your company name or product name, after viewing your ad within the defined attribution window (1-30 days, typically defaulting to 7 days). Rather than relying on clicks, this conversion type relies on view-through attribution (if a user sees your ad and later searches for your brand, that counts as a conversion attributed to the last viewed ad).

Why It Matters

1. Quantifies Brand Consideration

Marketers have long struggled to quantify brand investment, and to draw the parallel between brand and performance uplift with issues relating to attribution. This metric offers a tangible metric for brand lift by linking ad exposure to actual search behavior, even when users don’t click directly. It fills a critical gap in upper-funnel measurement where awareness has been difficult to quantify.

2. Enables Smarter Budget Allocation

By identifying which campaigns generate the most branded search interest, marketers can better optimise creative, placements, and campaign types, putting budget and resource where they truly drive brand consideration.

3. Requires Minimal Setup

Once brand mapping is properly configured in Google Ads (to include all relevant brand and product name variants), branded searches begin reporting automatically. There is no separate study or survey required, only automated insights within your campaigns.

4. Always-On Measurement

Unlike Brand Lift or Search Lift studies, Branded Searches run continuously, offering marketers consistent, long-term insight into how awareness campaigns perform over time.

How Do I Do It?

To start using Branded Searches in Google Ads:

1. Define your Brand keyword list: include all official, unofficial, and mispelling terms users may search by.

2. Ensure the metric is enabled in your account (may require coordination with your Google account manager).

3. Monitor performance in your Conversions Summary, the All Conversions column, and campaign-level reporting.

4. Use insights to adjust budgets, creative, and campaign structure based on campaigns that deliver the highest branded search impact.

Need a hand? We help brands unlock the full value of their digital campaigns, bridging strategy and measurement to deliver data-driven growth. For insights on Google Ads innovation or to refine your brand performance setup, reach out anytime - hello@aspectdigital.com.au.