What services did SproutVest provide to Google?

SproutVest provided AI & Machine Learning Integration, Product Management Consulting, and Data Analytics services to Google Advertising. We led the Search Benchmarks Automated Insights (SBAI) and Search Trends & Benchmarks (STB) initiatives, and successfully integrated Google Bard into their Advertiser CRM system.

What results did SproutVest achieve for Google?

SproutVest generated over $1.33 billion in annualized incremental revenue for Google Advertising. This included $398M from the SBAI project, $824M from the Search Trends & Benchmarks initiative, and $110M from the Search Trends Highlights feature. We also successfully integrated AI-powered insights through Google Bard.

How long was the Google engagement?

The Google Advertising engagement lasted 12 months, during which we led multiple high-impact initiatives across their Ads Insights, Ads Planning, and Connect Sales divisions.

What technologies did SproutVest use at Google?

SproutVest leveraged advanced AI and machine learning algorithms, Google Bard (LLM), data analytics frameworks, and agile product management methodologies to transform Google's advertising analytics infrastructure.

Case Study

Google Product Management Case Study | SproutVest

At a glance

Client: Google Advertising
Industry: Digital Advertising & AI Technology
Engagement: 12 months
Services: Product Management Consulting, AI & Machine Learning Integration, Data Analytics
Headline result: $1.33B+ in annualized incremental revenue

Context

Google’s advertising organization runs a set of internal analytics products that tell its global sales teams which search trends matter and where advertiser budgets are underperforming. Two of the most important, Search Benchmarks Automated Insights (SBAI) and Search Trends & Benchmarks (STB), were mid-flight when the product manager leading them left the company. Google engaged SproutVest to take over the portfolio, carry both programs through approval and deployment, and extend them with AI capabilities.

The challenge

Stepping into someone else’s roadmap at a critical phase is its own problem, but the structural challenges were larger. The initiatives spanned three divisions, Ads Insights, Ads Planning & PARC, and Connect Sales, each with its own priorities and review gates. Every revenue projection had to survive testing, validation, and approval by internal business councils before anything shipped. And the technical bar was high: the work meant integrating machine learning models into established ad-tech systems, then embedding Google Bard into the Advertiser CRM so that sales teams could get trend predictions and advertiser insights without leaving their workflow.

What we did

SproutVest assumed product leadership of SBAI first, rebuilding stakeholder alignment across the three divisions and securing the UX, PRD, and experimental design approvals the program had stalled on. In parallel we modernized STB, streamlining how search performance data was extracted, modeled, and visualized for sales teams worldwide.

To satisfy the business councils, we built machine learning forecasts that validated projected revenue against real advertising trends in global ad markets, turning contested projections into approved business cases. With the core programs moving, we led the integration of Google Bard into the Advertiser CRM, training the system to surface trend analysis and advertiser behavior predictions directly inside the sales workflow. A final initiative, Search Trends Highlights, was approved and launched on the strength of the same delivery model.

Results

Over 12 months, every program in the portfolio reached full deployment, and the AI integration shipped inside the Advertiser CRM. The validated revenue impact:

$398M in annualized incremental revenue from SBAI
$824M from the Search Trends & Benchmarks initiative
$110M from the Search Trends Highlights launch
$1.33B+ in total annualized incremental revenue

The work above starts with an honest read of the leadership behind it

The Trellis Leadership Diagnostic applies that discipline to how you run your company: 24 scored items across six dimensions, a written report with one 90-day priority, and a 90-minute debrief with Erick Watson. $2,500, fully creditable against coaching.

Take the Leadership Diagnostic →

Exploring a fractional or advisory engagement instead? Book a discovery call →