Because the market is heavily saturated with strong competition from Apple and Samsung, who we weren’t targeting became as important as who we were. Catered audiences to Gen Z based on lookalikes, behavioral categories, Android users, and heavy Google users negative matching anyone who’s purchased a phone in last 12 months, operating on Apple or iOS device, or heavy Apple users. Simplified creative strategy by unweighting video for max engagement and consideration with ad copy highlighting Gen Z core phone values: better battery, better camera, better productivity, better gaming.

Google Pixel 8 Pro