WorkMagic allows you to set up incrementality lift tests using Google Ads, supporting both automatic and manual holdout configurations. Google Ads requires you to select an ad type, and only some ad types support automatic holdouts. Below is the step-by-step guide.

Step 1: Create a New Lift Test in WorkMagic

Choose Purpose → Test incrementality.
Select Primary metric: Orders or New customers.
Select test country (currently we supported US, UK and Canada)
In the Test Channel section:
1. Select Google Ads as the platform.
2. Choose Ad Type (required):
  - Supported for automatic holdout: Search, Display, Performance Max, Shopping
  - Manual holdout required: Video, Demand Gen
Click Continue.

❗ Note: If any selected ad type requires manual setup, all platforms in the test will require manual holdout.

If your channels are manual holdout only (like Google Video or Demand Gen), you’ll see:

Step 2: Select a Geo Pairing

WorkMagic will recommend control and test regions (DMA-based).
Select the Geo-Pairing you want (recommended ones are highlighted).
Click Continue.

Step 3: Holdout Setup

3.1 Automatic Holdout Setup for Google Ads

You can apply the holdout automatically via API integrations in two ways:

Dynamically apply holdout to all campaigns (including newly-created campaigns) during the test period

Or manually select specific campaigns to include (newly-created campaigns won't be applied)

3.2 Manual Holdout Setup for Google Ads

Google Search / Performance Max / Display / Shopping Ads

Go to Google Ads Manager.
Find your Search / Performance Max / Display / Shopping campaign, click the gear icon (⚙️) under "Settings".
In the location field, choose "enter another location", click "Advanced search".
Click Copy Geo List from the WorkMagic setup window or export list.
(The exported geo list is based on recent platform data; minor updates may have occurred since then on the ad platform.)
In the Locations section: check the box for "Add locations in bulk." Then, import Geo list or paste it into the location field. In the "Restrict locations within a country" field, select your test country.
Click "Search" to view the matched locations. Then click "Exclude all" and save the excluded location list.
Click Save and exit campaign editing

Google Video Ads

Go to Google Ads Manager.
Find your Video campaign, click the gear icon (⚙️) under "Settings".
In the location field, choose "enter another location", click "Advanced search".
Click Copy Geo List from the WorkMagic setup window or export list.
(The exported geo list is based on recent platform data; minor updates may have occurred since then on the ad platform.)
In the Locations section: check the box for "Add locations in bulk." Then, import Geo list or paste it into the location field. In the "Restrict locations within a country" field, select your test country.
Click "Search" to view the matched locations. Then click "Exclude all" and save the excluded location list.
Click Save and exit campaign editing

Google Demand Generation Ads

Open your Demand Gen campaign settings.
In the location field, choose "enter another location", click "Advanced search".
Click Copy Geo List from the WorkMagic setup window or export list.
(The exported geo list is based on recent platform data; minor updates may have occurred since then on the ad platform.)
In the Locations section: check the box for "Add locations in bulk." Then, import Geo list or paste it into the location field. In the "Restrict locations within a country" field, select your test country.
Click "Search" to view the matched locations. Then click "Exclude all" and save the excluded location list.
Click Save and exit campaign editing