How Haleon Used Google Display Ads to Achieve an 88% Increase in ROI

In today’s rapidly evolving digital advertising landscape, brands are constantly challenged to balance short-term performance with long-term profitability. Traditional advertising methods, such as TV-first strategies, are losing their effectiveness due to declining viewership, especially among older demographics. This shift has prompted brands to explore innovative digital platforms to maintain and grow their market presence.

One such success story is Haleon, a global consumer health company that achieved an impressive 88% increase in ROI by leveraging Google Display Ads and adopting a holistic media strategy. This case study delves into Haleon’s journey, highlighting how the company overcame challenges, implemented data-driven strategies, and optimized cross-platform campaigns to set a benchmark for modern marketing practices.

The key takeaway from Haleon’s success is the importance of integrating data-driven insights, cross-platform optimization, and long-term measurement frameworks. As Google continues to evolve its advertising tools—such as the upcoming changes to Demand Gen in 2025—Haleon’s experience offers valuable lessons for marketers aiming to stay competitive in the digital age.

I. The Challenge: Declining TV Reach and the Need for Innovation

Traditional TV - first strategies were losing effectiveness due to declining viewership, especially among Haleon’s older target audience. The rise of digital platforms like YouTube offered new avenues for engagement but required a strategic shift. Haleon’s response was to transition from channel - specific budgets to cross - platform reach goals, focusing on both traditional TV and digital video campaigns, with Google Display Ads being considered as part of this digital push.

The decline in TV viewership posed a significant challenge for Haleon, as their target audience, predominantly older adults, was increasingly shifting to digital platforms. This shift necessitated a reevaluation of their media strategy to ensure continued engagement and reach. Haleon recognized that relying solely on TV advertising was no longer sustainable and began exploring digital alternatives, particularly YouTube, which offered a vast and engaged audience.

The company faced the dual challenge of maintaining reach among their existing audience while also attracting new customers in a competitive digital space. This required a strategic pivot, moving away from traditional media planning methods to a more integrated approach that leveraged the strengths of both TV and digital platforms.

II. The Strategy: A Holistic Approach to Media Planning

Haleon collaborated with Google to analyze ROI data and optimize media spending, identifying the ideal mix of brand - building and performance - driven campaigns. Key insights included increasing online video investments by 81% to compensate for declining TV reach and utilizing AI - supported formats like Video View Campaigns and Video Reach Campaigns on YouTube. Google Display Ads were also considered as part of this strategy. For example, Topkee’s approach to multimedia advertising account management, which includes precise target audience positioning and efficient ad initialization settings, mirrors Haleon’s strategy of leveraging data - driven insights to maximize campaign effectiveness.

The company adopted a rigorous test - and - learn approach to validate new formats and scale successful strategies across diverse product categories. This involved a comprehensive analysis of their media mix, with a focus on maximizing reach and efficiency across platforms. Haleon’s strategy was informed by Marketing Mix Modeling (MMM), which provided a data - driven foundation for their media planning decisions. Google Display Network(GDN) played an important role in their media mix analysis. Similar to Topkee’s periodic advertising goal reporting and delivery analysis, Haleon’s use of MMM allowed them to track performance metrics and adjust strategies in real - time to optimize results.

By leveraging MMM, Haleon was able to identify the optimal allocation of resources across different channels, ensuring that their investments were aligned with their business objectives. This approach allowed them to achieve a balance between short - term performance and long - term brand building, driving sustainable growth and profitability. For instance, Topkee’s creative proposal and implementation process, which includes AI - driven creative production and TM settings, exemplifies how innovative tools and methodologies can enhance campaign efficiency and effectiveness, much like Haleon’s integration of AI - supported formats on YouTube. Google Display Ads were integrated into their overall media strategy to further optimize campaign results.

III. Execution: Leveraging Google Display Ads and Programmatic Buying

Haleon began purchasing YouTube and third-party video ads programmatically via DV360 for consistent control, optimization, and evaluation. The company implemented frequency capping to consolidate campaigns under an overall frequency cap, maximizing reach and efficiency.

This approach enabled Haleon to achieve a balanced distribution of reach and touchpoints, combining TV and YouTube to create a seamless and integrated media strategy. The use of programmatic buying allowed for greater flexibility and precision in targeting, ensuring that their ads were delivered to the right audience at the right time.

The consolidation of campaigns under DV360 also resulted in significant cost savings and efficiency gains, allowing Haleon to achieve more with their advertising budget. This strategic shift was a key factor in their ability to achieve an 88% increase in ROI, demonstrating the power of Google Display Ads and programmatic advertising in driving measurable results.

IV. Results: Measurable Success and Key Learnings

Haleon’s strategic use of Google Display Ads and a holistic media approach resulted in significant ROI growth, with a 130% increase in ROI for digital video campaigns and an 88% increase in overall ROI. The company also achieved 23% lower CPMs for YouTube campaigns and 14% additional reach through DV360 consolidation.

The results of Haleon’s test-and-learn agenda quickly convinced even the most skeptical, with digital video ads almost reaching TV levels of effectiveness. The doubling of adstock, or the duration of video ads, was a particularly impressive outcome, highlighting the long-term impact of their media strategy.

Efficiency gains were also a key benefit of Haleon’s approach, with the consolidation of advertising strategies on DV360 resulting in 17% cost savings. This demonstrated the value of a cross-platform approach, combining TV and YouTube to achieve a more even distribution of reach and touchpoints.

V. Broader Implications for Modern Marketing

Haleon’s success underscores the critical importance of integrating top-of-funnel (brand awareness) and bottom-of-funnel (performance) strategies. The strategic use of Marketing Mix Modeling (MMM) and AI-driven tools, such as Video View Campaigns and Video Reach Campaigns, has proven essential in optimizing media investments and measuring long-term impact. For instance, Topkee’s approach to multimedia advertising account management, which includes precise audience segmentation and AI-powered creative production, exemplifies how modern marketers can leverage advanced tools to maximize campaign effectiveness.

The necessity of adapting to evolving consumer behavior and leveraging multiple channels for maximum reach and engagement is a key takeaway from Haleon’s experience. Their data-driven, test-and-learn mindset, supported by tools like DV360 for programmatic buying and frequency capping, highlights the value of agility in today’s digital landscape. Similarly, Topkee’s periodic advertising goal reporting and delivery analysis demonstrate how continuous performance tracking and optimization can drive measurable results, ensuring campaigns remain aligned with business objectives.

Haleon’s plans to explore emerging formats such as YouTube Shorts, audio, DOOH, and Google Display Ads signal a continued commitment to media-neutral, audience-centric strategies. This forward-thinking approach, combined with the integration of AI and MMM, positions them for sustained success in the dynamic world of digital marketing. Just as Topkee’s TTO platform streamlines account management and creative collaboration, Haleon’s emphasis on innovation and adaptability serves as a blueprint for marketers aiming to stay competitive in an ever-changing environment.

VI. Conclusion

Haleon’s strategic use of Google Display Ads and a holistic media approach demonstrates how brands can achieve significant ROI growth by embracing innovation, data-driven insights, and cross-platform optimization. Marketers should prioritize long-term measurement frameworks, experiment with emerging formats, and adopt a test-and-learn mindset to stay competitive in the evolving digital landscape.

Appendix

Industry Cases

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Date: 2025-04-11

Article Author

Peggy Lee

Productization Marketing Manager

As a product marketing professional, she focuses on product promotion strategies and market positioning. She works closely with cross-departmental teams to ensure effective alignment between products and target markets to achieve sales and growth targets.