The Value of YouTube Ads: Searchmind Presents Successful Designa Case at Google Event
On Thursday 11 June, we were invited to Google's office in Aarhus for their event "YouTube Don't Skip It". Our colleagues Jacob Struve, Kasper Mathiesen and Anders Schneider attended – and Searchmind was also an active part of the official programme.
A strong partnership and knowledge sharing
A big thank you to Google for the invitation! It is always a pleasure to share our experience and demonstrate how the right combination of data-driven strategy and targeted video production on YouTube delivers real business results.
Searchmind on Stage at Google
The event brought together around 40 participants from ambitious companies and agency professionals, where Searchmind took the stage to present tangible results:
Anders Schneider on stage: Our Senior PPC Specialist walked through the strategy and thinking behind our YouTube case for Designa.
Focus on the bottom line: The presentation showed how the right combination of media strategy and video production drives real business results.
Insights from the source: We received fresh insights into the YouTube landscape directly from Google's own office in Aarhus.
Demand in focus: A walkthrough of how Demand Gen and Shorts act as powerful drivers for digital conversions.
Knowledge sharing: The day featured strong knowledge exchange with the industry's leading players.
Youtube case - DESIGNA: "Win a kitchen"
The task for Designa was about driving tangible, physical traffic to their showrooms in both Denmark and Norway through a strong campaign universe:
The concept: The campaign was tailored around the dream of winning a new kitchen worth 250,000 DKK.
Formats in play: We used Google's action campaign, Demand Gen, to target Shorts and In-Stream video ads to capture attention instantly.
Offline conversions: Optimisation was driven hard towards physical store visits via Google Ads' conversion tracking.
Strong results: The campaign generated a significant uplift in conversions from Demand Gen, but beyond that, a substantial lift in overall performance and the derived effect of the advertising was also visible across all campaigns in Google Ads. In addition, the campaign contributed to a major boost in awareness and interest in Designa as a brand, as a sharp increase in the number of searches containing "Designa" was observed during the campaign period.
Creative execution: We worked in a structured way with the YouTube ABCD framework (Attract, Brand, Connect, Direct) throughout the entire creative production.
Significant growth across markets
When we evaluate the impact of the "Win a kitchen" campaign, we see a massive and direct footprint on both digital actions and physical store traffic in showrooms. The YouTube effort not only succeeded in creating awareness, but delivered significant conversion lifts in both Denmark and Norway compared to previous campaigns.
Below we have gathered the most important KPIs and results, demonstrating the campaign's real impact for Designa.dk:
Watch the video below
The video was produced by our talented videographer, Jonas, while Amalie, Client Lead on Designa, got to try her hand at acting for a day
Google's AI Insights: The Long, Steady Brand Play Always Wins
During the event, Google also presented a number of new insights about the future digital landscape. They highlighted, among other things, a breakdown of the parameters that carry the most weight when large AI language models (LLMs) generate responses and recommend brands to consumers:
Long-term brand equity: 63%
Marketing spend: 22%
Citation volume: 11%
Influencer & PR reach: 4%
The data speaks for itself. With a weighting of 63%, long-term brand equity carries the greatest significance. YouTube serves here as a powerful engine for building the visual recognition and trust that tomorrow's search models base their responses on.
Combined with product news such as the upcoming AI feature "Ask YouTube", it is clear that strategic video advertising is essential for securing long-term digital visibility. You cannot buy your way to full visibility through short-term performance spend alone.
Friday recommendation: Get started with YouTube – both paid and organic
We close this post with a clear Friday recommendation: Get started with YouTube. Both paid and organic. If you want to stand strong in the search landscape of the future, YouTube needs to be strategically and consistently integrated into the overall Paid Media mix right now. It pays off in the long run.
The team invited to Google
Senior PPC Specialist
Senior Manager, Buisness Development
Head of PPC
