Transforming Google’s Global Paid Media Campaigns
The Opportunity
Google Workspace needed campaigns that resonated more deeply with small businesses. Previously, ads were tested in the U.S., translated, and pushed to 120+ markets. The approach was efficient but uneven, and the team saw that true localization was required.
Our Approach
Partnering with Vital Findings, Google studied 16 key markets to uncover what messages worked and why. Competitive monitoring showed how rivals positioned themselves, while quantitative analysis identified the strongest messages. AI-enabled interviews then revealed how cultural context shaped interpretation, creating a richer understanding of small business needs worldwide.
Our Impact
The insights reshaped Google’s global strategy. Markets were grouped by message diversity, and creative was localized for culture as well as language. The result: stronger ad resonance, higher traffic, and improved ROI—without additional spend. What began as campaign prep became a blueprint for future paid media planning.
“I think this has quietly been some of the most important work related to planning going on right now.” – Google marketing lead