Fospha's Deep Dive With Google Reveals Full-Funnel eCommerce Playbook
Fospha has published a landmark report based on a structured study of 25 retail eCommerce brands across 28 market deployments in Q4 2025, conducted in partnership with Google.
The findings are striking: brands that allocated 10-20% of their Google budget to Demand Gen saw 2x higher ROAS compared to those allocating just 0-5%, while adding two new Google channels delivered a 37% ROAS uplift.
The study provides clear evidence that upper-funnel investment in YouTube and Demand Gen does not just build awareness but actively improves conversion performance across PMAX and Brand Search.
With a practical playbook section covering campaign settings and creative best practices, this is essential reading for anyone running performance marketing at scale.
Read the full report
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