If you run ads on social or search platforms, you probably track clicks, conversions, cost-per-click, and return on ad spend. Those are important, but there is another metric that often gets overlooked: Search Lift.
Search Lift helps answer an important question. Does showing ads to people make them search for your brand or product later? In other words, can ads create interest that does not show up as an immediate click but drives people back through organic search.
How Search Lift Works
Search Lift compares a group exposed to your ads with a control group that was not exposed. It measures how many more people in the exposed group perform searches for your brand or related products compared to the control group. If there is a rise in search activity after the ads run, that is your lift. It shows the ads sparked interest beyond just the ad view or click.
What Studies Show
Research has found that exposure to social ads on platforms like Facebook and Instagram can generate a measurable lift in mobile search traffic among exposed users.
This effect is more common on mobile than desktop, likely because many users see ads on social media on their phones and then search later on the same device.
For small businesses, that lift matters because ads may reach people who are not ready to buy immediately but start researching. It captures interest that is not visible in clicks. It shows your ads helped create awareness and intent, not just direct conversions.
What Search Lift Means for Your Business
If you have run ads and feel like results should be better, measuring Search Lift can help you understand the hidden value of your campaigns. Even if people do not click immediately, they may return via search and convert later.
Search Lift can help you justify ad spend, understand the customer journey, and guide future budgets and creative.
How to Use Search Lift for Small Businesses
You do not need to be a data scientist to use Search Lift. Here is a simple approach:
- Choose what Search Lift means for you. Consider brand searches, product searches, or service plus location searches.
- Track search behavior before and after ads. Use tools like Google Search Console or Google Analytics to track organic search traffic and queries. Note your baseline search volume before running ads so you can compare.
- Run ads with clear goals and enough reach. For Search Lift to show up, your ads need sufficient reach. Test for a reasonable period, a few weeks, to see if search increases.
- Combine Search Lift with conversion tracking. Use lift to understand interest and conversions to see how many of those searches lead to real actions.
- Use it to guide your strategy, not just to feel good. Search Lift can help you adjust ad frequency, refine messaging and targeting, and plan budgets.
Bottom Line
Search Lift shows something many marketers miss. Ads do not just produce clicks. They can plant ideas. Even if someone does not click right away, seeing your ad can prompt a search later. That is real intent and real interest, which is a hidden channel of value for small businesses.
If you want help reviewing your ads to see if Search Lift applies or building a strategy that includes lift measurement, JBC can help. We work with small business owners to create smart, realistic campaigns that drive results.
Book a call with us today and find out how Search Lift can give your ads a hidden boost.
