How We Used Google Demand Generation to Increase Sales by 97% for ASSOS of Switzerland

Achieving real growth means going beyond the basics and embracing smarter, more innovative strategies. One tactic that’s proving especially powerful for high-stakes seasons like Black Friday and Christmas is Google’s Demand Generation (Demand Gen). We recently put this to the test at Serotonin with our client ASSOS, a leading Swiss cycling brand, to expand their reach in Austria. The outcome? A stunning 97% increase in sales.

We wanted to share with you how we implemented it with ASSOS, and how you can use similar tactics to create impact during high-demand periods like Black Friday or Christmas.

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What is Demand Generation?

Google Demand Generation is more than just a way to capture existing demand; it’s a strategy designed to create new interest in your products and bring fresh audiences into your sales funnel. Unlike traditional search campaigns that rely on users actively looking for specific items, Demand Gen campaigns reach users before they even know they want your product. Think of it as sparking interest through visually engaging formats like videos and image ads, deployed strategically across Google’s expansive network.

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By using Demand Gen, brands can:

• Increase brand awareness among a broad audience
• Engage potential customers earlier in the buying journey
• Drive conversions through strategic ad placements
• Case Study: ASSOS and Demand Generation Success

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For ASSOS, a leading name in cycling apparel, we saw the potential to extend their reach in the Austrian market, where they already had solid foundations with Search and Performance Max campaigns. ASSOS wanted to expand their audience, attract new customers, and drive more traffic to their website. Here’s how we made it happen:

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The Strategy:

• Visual-First Campaigns: We used a mix of videos and images showcasing ASSOS’s premium cycling products, optimizing for placements that would resonate with visually driven users.
• Complementary Approach: Rather than replacing existing campaigns, we layered Demand Gen on top to generate further awareness and funnel leads into ASSOS’s existing campaigns.
• Targeting New Audiences: By tapping into Google’s advanced targeting features, we reached audiences who weren’t yet familiar with ASSOS but who had interests in cycling and outdoor sports.

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The Results:

• The campaign was a clear success, resulting in a 97% increase in revenue for ASSOS in Austria. This was a testament to the power of Demand Gen campaigns to attract new, qualified customers and spark sales growth, even in a mature market.

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Tips for Brands to Replicate This Success

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1. Focus on Visually Engaging Content

During the holiday season, people are naturally drawn to visual content that catches their attention and inspires action. Incorporate high-quality videos and images that tell a story about your products and spark curiosity. For example, if you’re a fashion retailer, showcase your top seasonal styles in action.

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2. Utilise Value-Based Bidding Strategies

Google’s Demand Gen offers smart bidding options, like maximizing conversion value and adjusting target CPA (Cost Per Acquisition) to capture demand effectively. During peak seasons, consider increasing your tCPA or relaxing your target ROAS (Return on Ad Spend) slightly to compete for high-value placements.

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3. Leverage Look-Alike Segments

To build a new customer base, start with an existing audience that already loves your products. Google’s look-alike segments let you target new audiences with similar profiles to your current customers, driving greater relevance and improving conversion rates. By starting early, you’ll allow Google’s algorithms time to optimize for the best reach.

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4. Attach Product Feeds for Seamless Shopping

Adding a product feed to your Demand Gen campaigns can drive up to 33% more conversions at a similar CPA. This helps showcase actual products within your ads, giving viewers an immediate sense of what you offer and simplifying the path to purchase.

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5. Plan for High Demand Periods with Budget Adjustments

Demand Generation campaigns thrive on sufficient ad exposure. During key shopping periods like Black Friday and Christmas, increasing your budget can keep your ads visible across Google’s network when consumer interest is at its highest.

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6. Why Demand Generation is Perfect for the Holiday Season

During high-demand times, such as the end-of-year holiday season, competition heats up across digital ad spaces. With Demand Generation, brands can shift from simply fulfilling existing demand to creating new consumer interest, reaching audiences early in the buying process, and steering them towards conversion. It’s a powerful way to gain new customers when they’re actively searching for gifts and deals, enabling you to stand out in a crowded market.

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7. Whether you’re aiming to grow your customer base, boost brand awareness, or drive revenue, a well-planned Demand Gen campaign—backed by smart bidding and budget strategies—can unlock impressive growth.

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With the ASSOS case study, we’ve seen first-hand how impactful Demand Generation can be for a brand’s bottom line. By expanding your approach with a visually rich, strategically targeted campaign, you can drive awareness and convert audiences who might not have known they needed your product. This holiday season, consider Demand Gen not just as another ad tactic but as a key player in your growth strategy.

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