Beyond Search: A Full-Funnel Playbook For Growth With Google

Video link: https://boussias.wistia.com/medias/lsdcz9gzxw

Discover how to activate the full power of Google’s ecosystem—beyond Search and Performance Max—to build awareness, retarget effectively, and guide users through the entire funnel. This session will explore how to align channel strategies to funnel stages, integrate GA4 audiences from other platforms, and measure true impact using tools like lift studies, brand search, and more. I’ll share real-world examples and practical frameworks from award-winning campaigns, giving you actionable strategies to break down silos between platforms and make your media mix work harder together. This session is ideal for digital marketers, performance leads, brand strategists, and media planners who want to elevate their paid media approach from siloed tactics to integrated, full-funnel strategy. Whether you're in-house or agency-side, you'll leave with: A clear roadmap for using the Google ecosystem to drive both brand and performance outcomes Tactics for integrating cross-channel audience signals using GA4 Methods to prove impact beyond last-click attribution

Transcript

1. Beyond Search: A Full-Funnel Playbook For Growth With Google Hollie Thubron, Senior Performance Consultant, House Of Performance @holliethubron
2. what are you doing already? @holliethubron
3. What You Should Takeaway... Why... ...to grow beyond search ...to build a Google ecosystem What... ...a full-funnel strategy looks like ...success can look like How... ...to measure success ...to integrate activations
4. why should you care? @holliethubron
5. Only 3% of users are ready to buy when first searching You’re Missing Most Of Your Customers
6. Brand switching occurs 87% of the time in the messy middle Loyalty Is Difficult To Come By Consumer Your brand #1 competitor
7. so, what does this mean? @holliethubron
8. Consumers use an average of 5+ channels before buying People Need A LOT Of Convincing
9. You Want to Be Everywhere!
10. how the campaigns can work together @holliethubron
11. Expanding Up
12. Funnelling Down BRAND SEARCH
13. Where Have We Seen This Work? Step 1: Awareness & Consideration Video Reach Campaign: Target Frequency Video View Campaign: Retarget
14. Where Have We Seen This Work? Step 2: Consideration & Action Demand Gen: Retarget, Traffic Demand Gen: Lookalikes, Sessions
15. FIXMYCAR Where Have We Seen This Work? Step 3: Search & Conversion
16. Looping In Other Channels
17. how do you measure success? @holliethubron
18. It’s All About The Lift - Awareness Which of the following brands have you heard of? +42% Relative Lift Google Ads Lift Study, Pulled June 2025
19. It’s All About The Lift - Consideration Which of the following brands would you consider using? +61% Relative Lift Google Ads Lift Study, Pulled June 2025
20. Impact On A Deeper Level Male Female Google Ads Lift Study, Pulled June 2025
21. Impact On A Deeper Level Male Female Google Ads Lift Study, Pulled June 2025
22. Is It Having The Impact You Want? Searches Google Keyword Planner, Pulled November 2024
23. First Choice Consideration Did The Message Come Across? Pre-Campaign Post-Campaign Comp A Comp B Etc... FixMyCar Brand Tracking June 2024, November 2024
24. First Choice Consideration Did The Message Come Across? Trust Choice Value Comp A Comp B Etc... FixMyCar Brand Tracking November 2024
25. What You Should Takeaway... Why... ...to grow beyond search ...to build a Google ecosystem What... ...a full-funnel strategy looks like ...success can look like How... ...to measure success ...to integrate activations
26. Thank You! Any Questions? Hollie Thubron, Senior Performance Consultant, House Of Performance @holliethubron
27. Sources Miller, J. (2019). Sticky Branding: 12.5 Principles to Stand Out, Attract Customers & Grow an Incredible Brand. Milwaukee, WI: Page Two Books, Inc. Google / The Behavioural Architects. 310,000 simulated purchases. n=31,000 category buyers, online shoppers, aged 18-65 (31 categories, 1,000 respondents in each). “Redefine the omnichannel approach: Focus on what truly matters,” June 22, 2020, Jorge Amar, Raelyn Jacobson, Becca Kleinstein, and Allison Shi Roku Advertising & MAGNA Global. (n.d.). How many ad exposures is enough? Key takeaways from Magna and Roku’s frequency study. Retrieved from Roku Advertising website