Google has rolled out “Branded Searches,” a new conversion metric that tracks brand-related queries made after someone views an ad. The feature went live in all Google Ads accounts on 23 July 2025, giving advertisers a built-in way to gauge upper-funnel impact across Google Search and YouTube.
Google Ads “Branded Searches” conversion metric
A conversion is recorded when a user sees an ad and then searches for the advertiser’s brand name within 30 days. The metric appears in the Conversions screen alongside existing action types and requires no additional tagging, provided the account’s Brand List is configured.
- Available for YouTube, Performance Max, and Demand Gen campaigns.
- Counts view-through conversions only; clicks are not required.
- Uses a fixed 30-day attribution window.
- Data is currently excluded from automated bidding strategies.
- Accurate reporting depends on an up-to-date Brand List in Google Ads.
Supported campaign surfaces and attribution window
The metric covers impressions delivered on YouTube, Google Search, Discover, and Gmail through the supported campaign types listed above. Advertisers can compare Branded Searches with lower-funnel conversions to see how video and rich media placements influence brand interest over time.
Background on Google’s brand measurement tools
Google previewed Branded Searches at Google Marketing Live 2025 as a complement to its long-standing Brand Lift surveys. While Brand Lift uses polling to estimate changes in awareness or consideration, Branded Searches captures observable user behavior within Google properties.
Earlier solutions, such as “Search lift” in Display & Video 360, required custom studies and lacked a self-serve setup. By integrating Branded Searches directly into the Google Ads interface, Google is making similar insights accessible to advertisers of all sizes. The company has not said when - or if - automated bidding will incorporate the new metric but notes that future integration is under review.
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