The Full-Funnel Google Report
Brands that diversified their Google channel mix saw up to 37% higher ROAS compared to those that didn't expand their channel count.
Allocating 10–20% of Google budget to Demand Gen delivered 2x higher ROAS versus brands spending 0–5%.
Scaling Demand Gen and YouTube investment improved ROAS and lowered CAC across both PMax and Brand Search versus the control group.
Why This Report Matters
Most retail brands are underinvesting in their highest-leverage Google channels - and incomplete attribution is the reason why. When measurement only counts clicks, upper-funnel formats like YouTube and Demand Gen appear to barely contribute, so they stay underfunded. But these are the channels warming the audiences that PMAX and Branded Search then convert. Cut the top of the funnel, and the bottom quietly gets more expensive.
The Full-Funnel Google Report brings together performance data from a structured Deep Dive programme run with 25 retail eCommerce brands over Q4 2025, combining Fospha's always-on, full-funnel measurement with Google's first-party best practice. The programme spanned 28 market deployments across fashion, beauty, and consumer goods - and the results were benchmarked against a matched control group to isolate the impact from broader market trends.
This report translates those findings into a clear operating framework for Google, helping marketing and growth leaders understand how channel diversification, Demand Gen investment, and full-funnel budget allocation drive compounding returns across the entire Google mix.
What you'll learn
How diversifying your Google mix compounds efficiency gains
Why brands that added just one new Google channel saw 14% higher ROAS, and how adding two channels delivered 37% higher ROAS versus those that didn't grow their channel count.
Why Demand Gen is the multiplier most brands are underusing
How allocating 10–20% of Google budget to Demand Gen delivered 2x higher ROAS versus brands spending 0–5%, and why increasing share of wallet correlates directly to stronger overall Google performance.
How upper-funnel investment makes lower-funnel channels work harder
Why scaling Demand Gen (+367%) and YouTube (+118%) drove improved ROAS and lower CAC across both PMax and Brand Search year-over-year - while the control group, which scaled back YouTube, saw the opposite.
How diversifying your Google mix compounds efficiency gains
Why brands that added just one new Google channel saw 14% higher ROAS, and how adding two channels delivered 37% higher ROAS versus those that didn't grow their channel count.
Why Demand Gen is the multiplier most brands are underusing
How allocating 10–20% of Google budget to Demand Gen delivered 2x higher ROAS versus brands spending 0–5%, and why increasing share of wallet correlates directly to stronger overall Google performance.
How upper-funnel investment makes lower-funnel channels work harder
Why scaling Demand Gen (+367%) and YouTube (+118%) drove improved ROAS and lower CAC across both PMax and Brand Search year-over-year - while the control group, which scaled back YouTube, saw the opposite.
The playbook for launching and scaling Demand Gen successfully
The campaign settings, bid strategies, creative best practices, and budget guardrails used by top-performing Fospha advertisers to get Demand Gen out of learning phase and into profitable scale.
Stay ahead with the inside scoop from Fospha.
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