Google had been showcasing Demand Gen’s industry-wide momentum, pointing to case studies of other advertisers scaling the format. Comfrt’s team saw an opportunity to test whether it could drive the same growth for their own business.
Working with WorkMagic, Comfrt ran a rigorous geo-holdout lift test to validate Google Demand Gen as a scalable growth channel, uncovering real halo effects that extend into TikTok Shop. Comfrt then turned the results into a spend target its own team could act on immediately. The outcome: clear evidence that Demand Gen deserves a bigger budget to keep driving incremental growth long after the test ended.
“WorkMagic makes it incredibly easy to turn a lift test into something our team can act on immediately. We get a clear incremental read, and just as fast, a target our buyers can use to keep scaling with confidence. Nobody makes it easier to highlight the best next move.”
Finding the next growth driver, with proof before scaling
Comfrt was actively looking for its next growth driver in paid media, and Google Demand Gen stood out as a strong candidate given the momentum Google was showing across the industry.
Before committing serious ad dollars to Demand Gen ads, Comfrt wanted an independent, incrementality-based read on the channel and real proof that it would move the needle in terms of new customers and net-new sales.
A 3-week Google Demand Gen geo-holdout lift test
Getting there was fast. With WorkMagic, launching a 3-week Google Demand Gen holdout test took no lengthy onboarding, just a quick path from “let’s test this” to a live, measurable result the team could trust.
The test was a pause-to-measure geo holdout: Demand Gen campaigns were paused in a set of holdout regions and compared with matched regions where they kept running. It measured incremental sales on both Comfrt’s DTC site and TikTok Shop.
$3.52 total iROAS and a real halo into TikTok Shop
$3.52 total incremental ROAS (iROAS), made up of $2.93 from DTC and $0.59 from TikTok Shop
$1.96 new-customer iROAS, with new customers making up 55% of total incremental orders. This is strong evidence Demand Gen is driving real new-customer acquisition, not just serving demand that would have converted anyway
A real halo effect into TikTok Shop. Google Demand Gen drove a 3.6% incremental contribution to TikTok Shop sales. A Google-driven campaign measurably moved purchases on a closed-loop checkout it never directly touches, clear evidence of how far Demand Gen’s influence reaches across Comfrt’s full sales footprint
A channel worth scaling. With strong blended and new-customer returns plus the halo into TikTok Shop, Google Demand Gen moved from “a channel being tested” to a channel Comfrt is actively scaling as a core part of its media mix
What’s next: Setting a Goal
With the test validated, Comfrt’s focus is now on putting the results directly to work. WorkMagic’s Goals Tool took the lift test’s true-value read and translated it into a live reporting target that Comfrt’s media buyers use directly in day-to-day decisioning.
Instead of interpreting a lift test on their own or leaning on a platform-reported number, Comfrt can land on a target informed by their lift tests and make it achievable across any reporting system: 3rd party attribution, platform reporting, and WorkMagic’s own attribution models where goals can be seen directly on the attribution dashboard.
As Comfrt runs more tests across its media mix, each one refreshes the targets to reflect the most up-to-date reflection of causal performance and incremental opportunity, turning every new lift test into something immediately actionable rather than a one-time snapshot.
See how one lift test became a green light to scale Google Demand Gen, and a target Comfrt’s team uses every day. If you’re interested in learning more, schedule a call with one of our measurement experts today!