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Google Ads adds ‘Branded Searches’ as new conversion metric

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Google Ads adds ‘Branded Searches’ as new conversion metric
23
Jul

Google is rolling out a new way to measure upper-funnel impact. Branded Searches — a conversion type first teased at Google Marketing Live 2025 – is now live.

Why it matters. Advertisers can now quantify how many users searched for their brand on Google or YouTube after seeing an ad – a powerful signal of brand lift previously hard to capture.

How it works. Branded Searches track users who, within 30 days of viewing your ad (view-through window), searched for your brand on:

  • Google Search
  • YouTube Search
Brand Searches Google Ads

Campaign types supported:

  • YouTube
  • Performance Max (YouTube, Discover, Gmail)
  • Demand Gen (YouTube, Discover Feed, Gmail)

What to know:

  • Attribution: 30-day view-through
  • Optimization: Not currently available, but Google suggests it could be added in the future
  • Brand Mapping: Must be properly configured for accurate tracking

Google’s help page — Measuring branded searches — outlines benefits, eligibility, and how to set it up.

First seen. This update was spotted on PPC News Feed, who credited Web Marketing Consultant Dario Zannoni for sharing it on LinkedIn.

Bottom line. This metric offers a new lens to assess brand influence from upper-funnel activity – a long-awaited bridge between awareness and action.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
 
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
 
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


#Google #Ads #adds #Branded #Searches #conversion #metric

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