Crew Clothing & Fospha x Google: Driving Growth with Google through Experimentation
Crew Clothing is a heritage British lifestyle brand with a growing digital presence. To accelerate growth, the brand has been investing in digital marketing while navigating the challenges of proving long-term impact and efficiency.
The Challenge
Crew Clothing took part in the Google Customer Solutions (GCS) experiment program - running structured experiments with Google and Fospha to validate the true effectiveness of their Google media investment.
The team aimed to answer two key questions:
- How can we acquire new customers more efficiently using Google’s best practices?
- Can Google Demand Gen be scaled as a reliable growth driver, and what wider impact does it have across the channel mix?
These hypotheses required more than platform-reported metrics. To properly measure efficiency, Crew Clothing needed Fospha’s daily, full-funnel measurement to capture new customer performance and reveal the impact of scaling Demand Gen campaigns and its cross-channel halo effects.
The Solution
Crew, Google and Fospha designed and ran two structured experiments:
Experiment 1: New Customer Acquisition (NCA) Best Practices
- Refreshed and expanded 1st-party customer lists.
- Strengthened audience signaling across Performance Max (PMAX) and Search.
- Fospha measured uplift in new customer conversions and acquisition efficiency.
Experiment 2: Scaling Demand Gen
- Incrementally scaled Google Demand Gen budgets over four weeks, supported by ad credits.
- Tracked direct results from Demand Gen and indirect cross-channel effects, with Fospha quantifying improvements in efficiency, new customer growth, and ROAS across Google channels (Demand Gen, PMAX, Paid Search, and Shopping).
The Results
Experiment 1: NCA Best Practices
Experiment 1 validated Google’s best practices for new customer acquisition.
PMAX delivered a 96% increase in new conversions, while the cost of acquiring those customers improved by 11%.
Fospha’s measurement also revealed a 3% uplift in ROAS, showing that efficiency gains were achieved alongside stronger growth.
Experiment 2: Scaling Demand Gen
Experiment 2 demonstrated the power of scaling Demand Gen within a structured experiment. A 652% increase in Demand Gen investment generated 280% more new conversions directly.
More importantly, Fospha quantified the significant halo effects across Google channels: while Performance Max costs rose by 16%, new customer acquisition costs improved by 39%, ROAS rose by 37%, and overall new conversions grew by 88.4%.
Together, these results proved that Demand Gen could be scaled efficiently while strengthening the performance of demand-capture campaigns.
The Bottom Line
Through these structured experiments, Crew Clothing, alongside Google and Fospha, proved that a test-and-learn approach could unlock scalable, efficient growth for the brand.
Powered by full-funnel measurement, Fospha quantified both the direct impact of scaling spend and the cross-channel halo effects, providing the clarity needed to invest with confidence.
Fospha’s daily, ad-level insights allowed Crew to take clear action on the experiment findings - turning Demand Gen from a test channel into a proven growth driver in their long-term Google strategy.
The results:
“The results of the experiments were transformational in how we view Demand Gen. It's great to unlock this as a key part of our Google strategy going into the next phase of the year.” - Sophie Drainsfield, Crew Clothing
“The results of the experiments were transformational in how we view Demand Gen. It's great to unlock this as a key part of our Google strategy going into the next phase of the year.” - Sophie Drainsfield, Crew Clothing
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