A financial services advertiser ran a video campaign and saw strong performance in brand lift studies but no measurable impact on conversions tracked in Google Ads. What is the most likely explanation?
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A
Brand lift and conversion lift always move in opposite directions
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B
Financial services purchases have long consideration cycles — conversion impact may appear weeks later and require longer attribution windows
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C
The campaign was set up with incorrect bidding
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D
Brand lift studies do not apply to financial services