We saw the postponed 2021 Summer Olympics as a perfect opportunity to highlight the benefit of Google in everyday life by showcasing new product innovations, like AR features. We knew there would be lots of conversations around the event, the Olympians, and the location, Japan, so we set out to make hyper-contextual and culturally relevant ads. We partnered with Spirable, Twitter, and Brandwatch to build industry-first, dynamic paid social ad series triggered by trending conversations (#s) on the platform.  As topics like the #naomiosaka #olympics were trending discussions on Twitter, consumers were served highly contextual ads.

Results
We saw lift across all five categories, proving that trending ads drove higher engagement over evergreen ads.