Boosting Gen Z Ad Engagement for Google Ads Through Global UX Research Client: Google

Google Ads partnered with Bixa to explore how Gen Z interacts with digital ads across shopping, travel, jobs, education, and more. We ran in-depth qualitative research in the US, India, and Brazil using interviews, UX testing, and video diaries. The result? Clear insights that improved ad engagement, increased conversions, and gave Google a scalable framework to guide future ad design and product strategy in each of their specific ad categories.

Sample ad concepts and wireframes prototyped by Bixa and tested with Gen Z users to evaluate personalization and UI control preferences.

Research objective : -

• Uncover Gen Z’s digital habits, motivations, and ad expectations across US, India, and Brazil.

• Identify high-impact engagement patterns across key ad verticals: shopping, travel, local/maps, jobs, and education

• Define scalable design principles for future ad and product experiences

• Test and optimize ad formats to boost Gen Z relevance and click-through rates

• Translate insights into wireframes and journey maps to guide UI strategy

BIXA’s blueprint for success:

Gen Z isn’t just the next generation—it's the next big growth opportunity. For Google, reaching this pivotal audience was critical to staying ahead. That’s why they partnered with Bixa to crack the code on how Gen Z engages online.

Bixa conducted qualitative research across five key ad verticals—shopping ads, travel ads, local/maps ads, job ads, and education ads. : 

• In depth interviews

• UX testing

• Video Diaries

We recruited participants in the US, India, and Brazil markets. This international research allowed us to compare Gen Z’s perceptions and behaviors across cultures. Using video diary studies and in-depth interviews, we uncovered insights into Gen Z's non-linear journeys and engagement patterns.

These qualitative insights gave Google a clear roadmap for optimizing Gen Z engagement across shopping, travel, and education ads—resulting in stronger ad performance, higher conversions, and scalable design guidelines for global teams.

A visualization of Gen Z’s nonlinear travel planning behavior—used to identify ad placement opportunities and friction point.

Key Gen Z behavioral themes—used to shape design principles for ad content, format, and tone.

Result and Impact :

Bixa’s research led to immediate and long-term impact across Google Ads teams:

• Boosted Gen Z ad performance across three global markets: Bixa conducted international qualitative research in the U.S., India, and Brazil to uncover how Gen Z interacts with digital ads across key verticals like shopping, travel, jobs, and education. By identifying cultural nuances and behavioral patterns, we delivered insights that improved ad engagement and campaign effectiveness across diverse global markets.

• Increased conversions for billions by mapping user journeys and optimizing ad formats: Using customer journey mapping, UX testing, and video diary studies, Bixa identified friction points and engagement gaps in Gen Z’s nonlinear path to conversion. We tested and refined ad formats based on real user behavior—leading to improved UX, stronger relevance, and higher conversion rates at global scale.

• Built a scalable framework for customer-led product innovation across Google: Bixa translated qualitative insights into tactical UI recommendations, design principles, and wireframes tailored to Gen Z expectations. This framework now guides product and ad teams in building consistent, user-centered experiences that align with Gen Z’s digital habits and preferences across regions.