Case Study

Mapping the Gen Z digital experience for Google Ads

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.

The challenge

Google was exploring what formats to display ads in. They partnered with Bixa to:

  • 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

Our approach

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.

What we accomplished

Boosted Gen Z 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.

Delivered UI guidelines and a scalable framework for Gen Z–aligned product innovation

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.

A peek behind the curtain

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

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

Highlighted tools & techniques

Journey mapping

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Wireframing

Translates research findings into a visual blueprint for a website, app, or digital experience—showing how content, navigation, features, and interactions should come together. Wireframes make recommendations tangible, giving teams something concrete to evaluate, test with users, and refine before investing in full design and development.

UX testing

In this method, we directly observe people using your product—or going through their own process for completing an action in a digital setting. We see what actually happens, not what we hope happens, revealing friction, confusion, broken flows, and unmet expectations before they cost you customers.

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