How do I measure incrementality on Google Ads?

Run geo-based holdouts, brand vs non-brand pauses, or use Google's Conversion Lift / Brand Lift studies (available at higher spend levels). Last-click overstates ads' true contribution.

Go deeper

Want the full playbook? Read Smarter Google Ads for Local Services in 2026 — A practical playbook for local service companies using Google Ads in 2026 with AI, Local Services Ads, Search, and Performance Max.