Brand awareness · Alberta, Canada
Building Mass Awareness for a Canadian Consumer Brand
The campaign combined static Demand Gen, video Demand Gen and YouTube non-skippable activity to create broad visibility and measurable engagement across Alberta.
Impressions
Plan: 7.27M
Link clicks
Plan: about 7.2K
CPM
39% below plan
The challenge
What needed to change
The brand needed broad visibility and meaningful engagement in a regulated, competitive consumer category while using each creative format for the job it performed best.
The response
A focused operating plan.
Static for scale
Static Demand Gen delivered broad, cost-efficient visibility.
Video for engagement
Video Demand Gen generated the strongest click-through and video-view activity.
Audience relevance
Built audience groups around relevant lifestyle and interest signals.
YouTube exposure
Added non-skippable YouTube activity after early performance supported broader video exposure.
Measured outcome
Impressions finished 66% above forecast. CTR reached 0.59% versus the planned 0.10%, while CPM was 39% below the planned C$11.00.
Read the result correctly
The data note matters.
Results are reported by Google Ads for 28 May to 22 July 2026. Forecast comparisons come from the supplied campaign report. Clicks and video views measure engagement and exposure; they are not sales or purchase outcomes. All costs are Canadian dollars.
This case study describes one account and period. It does not guarantee that another business will achieve the same outcome.