Negative advertising in Google Ads? Yes, we tested it.
Most advertisers focus on making their ads look as positive as possible. We took the opposite route – and the results are noteworthy.
Experiment
As part of the study, we decided to test a new type of creative in a Demand Gen campaign, which performed excellently on Meta. Instead of classic product banners, we launched so-called Negative Ads – visuals and texts such as “If you don’t want soft hair, don’t buy our shampoo.”
The goal was not just to test the creative itself. We monitored whether this type of ad could bring real conversions in a Demand Gen campaign and achieve a satisfactory ROAS level.
Solution
We ran a Demand Gen campaign with an image ad with negative ads, which were divided into four categories. Each category received its own ad group. We set the campaign for conversion maximization with an open budget and targeted only acquisition audiences.
Results
Overall, the negative ads delivered:
67,000 unique users
ROAS 4 – which we consider a good result for a client-specific Demand Gen campaign benchmark
Average CPC of €0.07
Conclusion
Negative advertising in a Demand Gen campaign can be highly functional – provided it is correctly targeted, and the category shows real demand. We consider the achieved ROAS of 4 on a purely acquisition campaign to be a positive result.
We recommend experimenting with negative creatives if you are looking for ways to effectively reach your audience and increase the performance of your campaigns.
Want to know more? On 6Clickz Podia, you can find our complete range of courses and scripts – everything you need to manage your campaigns more effectively.
