Google Ads has documented branded searches as a new conversion type that records search queries made for a brand on Google and YouTube after viewing associated ads.
This feature is available for YouTube and Demand Gen campaigns, classified under the Consideration goal. Unlike previous methods, such as Search Lift experiments, there is no additional setup required.
Branded searches allow advertisers to track brand interest over a 7-day period, using last click and view-through conversion attribution. These insights help determine marketing budget allocations, inform campaign effectiveness, and enhance user engagement tracking.
Read the official help page found by Hana Kobzová: Measuring branded searches.