Scaling Demand Gen With Full-Funnel Google Ads Optimization

At Deployed, the brand celebrates passions that demand courage and resilience—built for those who live boldly. Discover how AdYogi uncovered the true lower-funnel impact of Google Ads Demand Gen.

+47%

Sales Growth Scale-Up

+45%

Uplift in Purchases (Causmos)

+20%

ROAS Improvement

The Challenge: Measuring True Full-Funnel Impact

Deployed used Demand Gen for new customer acquisition. Even though the account ROAS improved after the launch of Demand Gen, the campaign-specific ROAS of Demand Gen was still below average.

This puzzling phenomenon prompted Deployed to examine the actual impact of Demand Gen on overall purchases, looking beyond standard last-click attribution blind spots.

Deployed campaign assets celebrating courage, discipline, and duty.

Advanced causal impact modeling to measure true cross-channel attribution.

Overcoming Attribution Blind Spots

Traditional metrics often fail to capture top-of-funnel influence on lower-funnel conversions:

Campaign-Specific Misconceptions: Direct ROAS metrics undervalued Demand Gen's role in introducing new customers to the brand ecosystem.
Synergistic Effects: Upper-funnel awareness campaigns significantly influenced subsequent direct and organic conversions.
Data-Driven Necessity: Requiring advanced econometric modeling to isolate causal effects from background market variables.

"AdYogi has helped scale our business, Deployed, by 10x on month-on-month top-line within less than a year. We have been beyond grateful for their continuous support & dedication in our account. We do look forward to continuing our partnership while capitalising on full-funnel marketing." — Anish Agarwal, Founder, DEPLOYED

The Approach: Causal Impact Analysis with Causmos

Deployed partnered with AdYogi to run a Causal Impact study using Causmos (Github). Using advanced statistical modelling, AdYogi compared observed purchases with Demand Gen investment and predicted purchases assuming without Demand Gen investment while holding other variables constant.

Phase 01 // Modeling Advanced Econometric Setup

Setting up statistical control models to isolate Demand Gen ad spend from external market fluctuations and baseline trends.

Phase 02 // Analysis Observed vs. Predicted Comparison

Evaluating actual consumer purchase behavior against counterfactual projections where no Demand Gen investment took place.

Phase 03 // Attribution Quantifying Synergistic Lift

Isolating the precise causal effect of Demand Gen to uncover its true contribution to lower-funnel conversions and overall revenue growth.

The Results & Impact

Unlocking True Full-Funnel Value

The difference between observed and predicted figures revealed the actual causal effect of Demand Gen, proving its massive synergistic impact on lower-funnel conversions.

Key Performance Outcomes

+47% Sales Growth: Significant top-line acceleration achieved before-and-after Demand Gen scale-up.
+45% Causal Uplift: Causmos analysis verified that Demand Gen was directly responsible for a 45% uplift in purchases.
+20% ROAS Improvement: Overall account efficiency expanded alongside strategic full-funnel scaling.

The Verdict

Deployed's success proves that modern brands cannot rely on flawed last-click metrics alone. By combining Google Ads Demand Gen with rigorous causal modeling via AdYogi, brands can accurately measure and scale full-funnel performance.

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