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

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.