WorkMagic allows you to set up incrementality lift tests using Google Ads, supporting both automatic and manual setup. Only some Google Ads ad types support automatic setup. 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:
Select Google Ads as the platform.
Click Continue.
❗ Note:
If any selected ad type requires manual setup, all platforms in the test will require manual holdout.
Ad Type (Method):
Supported for automatic setup:
Search,Display,Performance Max,ShoppingManual setup required:
Video,Demand Gen
If your channels are manual holdout only (like Google Video or Demand Gen), you’ll see:
Step 2: Select Test Level
Select Platform level, if you want to applies lift test in account level.
Select Tactic level, if you prefer to apply in tact tic such as "Branded Search", "Shopping", or any custom tactic. If you don't have one, you can create one.
Select Campaign level, if you only want to apply lift test on selected campaigns.
❗ Note:
If your platform isn’t linked, you’ll see a prompt to connect (Only platforms with native integration).
For those platforms without native integration (Universal Ads, MNTN, Vibe, etc), you won't be able to select tactics or campaign level and you require to setup manually on the ad platform). You can either connect now or skip continuing with manual setup.
Step 3: Select a Geo Pairing
WorkMagic automatically recommends geo-pairs for your lift test. You’ll see two test methodologies:
Pause-to-Measure (PTM) – Ads run for most of your audience, but paused for a small holdout group. Best for campaigns with larger, established budgets.
Launch-to-Measure (LTM) – Ads only run for a small exposed group, while most of your audience remains as holdout. Best for new channels or smaller budgets.
Both methods measure incremental lift with the same confidence; the difference is how they split your audience and the budget required.
❗Note: We only support Manual Holdout for Launch to Measure (LTM) tests for now. You will need to manually implement the holdout on selected ad-platform.
For each geo pair, WorkMagic displays:
Holdout vs. exposed group size
Estimated test period
Estimated daily budget (marked Sufficient or Insufficient)
Click into a geo pair to see region details, alternative budget options, or set a custom test period (14–35 days).
Select one pairing that best matches your campaign scale or performance distribution.
Click Continue.
Step 4: Configure Setup Method
3.1 Automatic Setup for Google Ads
Automatic setup is recommended. (Unavailable if the platform only supports manual setup, isn’t connected, or if you selected launch-to-measure).
3.2 Manual 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
Step 5 : Define Your Test Schedule
Set the start and end dates of your lift test.
Testing period (e.g., 21 days) -> you can customize this by clicking edit button. You can choose different test period and budget combinations from test estimator.
Cooling period (e.g., 7 days after testing ends) -> you can customize the cooling period by editing (duration must be between 1 and 7 days)
Click Continue.
Step 6: Review & Launch
Confirm test design, test level, selected Geo-Pairing, and setup method.
Name your test (e.g., 20250901 - Google - 30% DTC Orders - PTM).
Click Schedule now.