Brainlabs among the first agencies to be awarded Google’s Test & Experiments Certification

We’re excited to share that Brainlabs has been recognised as one of the first agencies to achieve Google’s Test & Experiments Certification, a pilot program launching in 2025. This certification highlights our expertise in designing and running experiments that help clients measure and improve the effectiveness of their campaigns.

At Brainlabs, we’ve always believed that data-led experimentation is key to unlocking better results for clients. This new certification recognises the work we’ve done to push boundaries, adopt innovative tools, and provide clearer answers to the questions that matter most to advertisers.

As part of the certification, we’ve demonstrated expertise across a range of advanced tools and methodologies, including:

• User Conversion Lift: Measuring channel-specific incrementality to assess the direct impact of digital media.
  
• Advanced Geo-experiment methodologies: Using Trimmed Match and Matched Markets to unlock multi-channel and online/offline sales insights across all media.
  
• Causal Impact Analysis: Providing advanced insights into the impact of strategic changes where traditional experiments weren’t possible.
  
• A/B tests for AI-led media: Evaluating how AI-driven media formats perform compared to existing channels.
  
• Effectiveness Strategy: Developing best-practice frameworks for robust measurement strategies and fostering a strong test-and-learn culture.

What this means for our clients

This certification reflects our ability to offer tailored solutions that balance cost and impact while guiding clients through their effectiveness journey. It also provides access to exclusive Google resources, including advanced reporting and experimental tools, which help inform smarter decision-making.

As a certified agency, we’re better equipped to address complex challenges and deliver high-performance results – whether that’s driving short-term performance or building long-term growth strategies.

A shared success

This achievement is a credit to the hard work and dedication of our talented team. It’s also a reflection of the collaborative partnerships we’ve built with Google and our clients, who share our passion for data-driven experimentation.

Paul Wilmore, Head of Data Services, UK at Brainlabs, said:
“At Brainlabs, we’re always looking for ways to raise the bar and deliver more value for our clients. This certification is a great step forward and a testament to our strong partnership with Google. As one of the first agencies to achieve this certification, we’re proud to lead the way in media effectiveness.”