Graza Has 128 Google Ads Spanning a Full Year. The Meta Account Is 11 Days Old.

In Part 1, I broke down Graza’s 76 Meta ads. The story there was a two-phase launch - mayo first with UGC recipe content, then a 54-ad olive oil catalog drop on a single day. A brand-new account for a $48M brand that grew to this point without paid social.

The Google account is a completely different animal.

128 ads. Spanning from March 2025 to March 2026 - a full year of campaign history. But only 26 of those are currently active. The rest is an archive of how Graza has evolved its Google strategy over twelve months: product format launches, seasonal campaigns, an Amazon play, and one very specific Black Friday discount.

If Part 1 showed you a brand stepping into Meta paid for the first time, Part 2 shows you the platform where they’ve been experimenting for over a year. And the experiment has a clear narrative arc.

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Only 26 Ads Are Live. The Rest Is a Year of Campaign History.

This is important to understand before we dig in. Unlike the Meta account where all 76 ads are currently active, the Google account is mostly historical.

• Currently active (last shown Mar 20-21): 26 ads - 13 search, 9 display, 2 video, 2 shopping
• Historical (last shown before Mar 20): 101 ads spanning March 2025 to January 2026
• No date: 1 ad

The currently active account is search-dominant. But the historical data shows a much broader strategy - heavy display campaigns, video launches, Shopping pushes to Amazon, and a concentrated Black Friday sale.

What makes this valuable is that I can see how the campaigns evolved. Most brands in this series gave me a snapshot. Graza gives me a timeline.

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A Year of Product Format Launches - Squeeze, Cans, Glass, Snacks.

The most interesting pattern in the Google data isn’t any single ad. It’s the narrative arc across twelve months. Each quarter, Graza introduced something new - and each launch got its own campaign.

June 2025: The Can Launch (32 ads - biggest wave)

The single biggest month in the dataset. 18 display ads, 7 video, 3 shopping, 3 search. The headline:

“Nobody asked for olive oil in a can. We did it anyways.”

This was the EVOO refill can introduction - aluminum beer cans of Sizzle and Drizzle for people who already have the squeeze bottles and want to refill them. The messaging leaned into the weirdness of the format: “100% Recyclable.” “EVOO in Cans.” “Perfectly portioned, nitrogen sealed.” It’s packaging innovation positioned as a story, not just a product.

July–August 2025: Summer Grilling

The campaigns shifted to seasonal messaging: “Try Graza This Summer.” “Turn Up the Heat with Graza.” “Get grillin’ with Frizzle!” “Squeeze On the Flavor-Perfect Olive Oil for Meats, Veggies & Outdoor Feasts.” Frizzle - the high-heat cooking oil - became the hero product for summer. Display + video mix.

September 2025: Glass Bottles - Video Only

6 ads, all video. “Crazy fresh. Now in glass.” “Same olive oil. Brand new pour.” “Graza Olive Oil, Now in Glass.” “Graza: Glass Bottles Are Here.”

This is a detail worth pausing on. The squeeze bottle and cans launched across all formats - display, search, shopping, video. The glass bottles launched through video only. Zero search, zero display, zero shopping. Just video thumbnails on YouTube.

I think this was deliberate. Glass is a premium format upgrade that needs to be seen - the visual of olive oil in a glass bottle communicates “elevated” in a way that a text ad can’t. Video was the right medium to introduce a format where aesthetics are the selling point.

October 2025: Black Friday / Friendsgiving

The sale campaign. 8 display ads, 9 shopping, 2 search, 1 video. “Our Only Sale of the Year.” “It’s Graza’s Black Friday.” “20.74% Off Sitewide.” “Graza’s Friendsgiving Sale.”

More on that very specific 20.74% number later.

December 2025: Snack Extensions

“Popcorn | Graza.” “Get The Snack Pack.” Graza extended into popcorn and potato chips - and Google search was the testing ground. These appear as shopping and search ads. A quiet expansion into a new product category, run through Google rather than Meta.

January 2026: Amazon Push

“Amazon Olive Oil - Shop On Amazon.” “Graza Sizzle Oil - Buy On Amazon.” “Buy With Prime.” Shopping ads with landing URLs pointing to amazon.com/graza/oliveoil. Graza started using Google to drive Amazon traffic.

March 2026: EVOO Cans Redux + Mayo Arrives

Back to cans. 6 display ads for “Graza EVOO in Cans.” Plus one lonely Shopping ad for “Premium Mayonnaise - A rich and creamy classic mayonnaise made with Graza Olive Oil.” The first and only mayo presence on Google.

The thread through all of this: every quarter introduces a new format, product, or channel. The Google account isn’t running the same campaign for 12 months. It’s a rolling launch calendar.

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The EVOO Can Is the One Creative That Won’t Die.

“Graza EVOO in Cans” appears 8 times as a headline - the single most repeated headline in the entire dataset.

“Nobody asked for olive oil in a can. We did it anyways. And it’s great.”

appears as the description 7 times.

The can campaign launched in June 2025. It’s still running in March 2026. That’s 9+ months of longevity - the only creative that spans nearly the entire dataset. Everything else rotates. The cans persist.

In the currently active March 2026 ads, 6 of 9 display ads are EVOO Can ads. It’s the dominant display creative right now. The can isn’t just a product - it’s become the brand’s Google identity. If someone sees a Graza display ad on the web, there’s a good chance it’s a picture of an olive oil can with “We did it anyways” underneath.

The format terminology backs this up: “can/cans” (16 mentions across all Google ad text), “refill” (6), “recyclable” (3), “nitrogen sealed” (1). They’re telling the sustainability and convenience story through the can - recyclable aluminum, nitrogen-sealed freshness, easy refills.

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Amazon Is an Active Sales Channel.

This is something I haven’t seen from any other brand in the series. Graza is using Google Shopping ads to drive traffic directly to Amazon.

Multiple Shopping ads have Amazon landing URLs:

• “Amazon Olive Oil - Shop On Amazon” → amazon.com/graza/oliveoil
• “Extra Virgin Olive Oil - Buy On Amazon” → amazon.com
• “Amazon Graza Olive Oil - Buy With Prime” → amazon.com/graza/oliveoil
• “Graza Sizzle Oil - Buy On Amazon” → amazon.com/graza/oliveoils
• “High Polyphenol Olive Oil - Buy On Amazon” → amazon.com/graza/oliveoil

Five Shopping ads driving to Amazon. These appeared from late 2025 into early 2026. Ridge, Little Sleepies, FCT, RYZE - none of them used Google to drive Amazon purchases. They all drove to their own DTC sites. Graza is running a dual-marketplace strategy - Google Shopping as a top-of-funnel for both graza.co and Amazon.

Another thing I noticed in the Amazon ads: the description mentions “High Polyphenol Peak Harvest EVOO Cooking Oil.” “High polyphenol” is a health-science term that doesn’t appear anywhere on Meta. It’s the same pattern as Little Sleepies using “eczema” on Google but not Meta - technical, feature-specific language for search intent, emotional language for social.

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30 Search Ads - Brand-Forward, Not Long-Tail.

30 search ads, most of them unique. But this is a fundamentally different search strategy from Little Sleepies.

Little Sleepies ran 89 search ads covering every age group, every product type, every parent-child matching combination, every medical need. They were catching every conceivable long-tail query a parent might type at 2 AM.

Graza’s 30 search ads are broader and more brand-forward:

1. Product naming (16 ads): “Drizzle. Sizzle. Frizzle.” “Oil to Drizzle, Oil to Sizzle.” They’re bidding on their own product vocabulary
2. Quality/freshness (7 ads): “Cold-Pressed & Pure.” “Fresh Olive Oil Only.” “The FRESHEST Olive Oil”
3. Format innovation (7 ads): “Olive Oil in a Squeeze.” “EVOO in Cans.” “Sizzle, Drizzle Refill Cans”
4. Premium positioning (4 ads): “Premium Olive Oil.” “Graza Premium EVOO”
5. Chef credibility (6 ads): Descriptions with “Michelin quality for $16”
6. Snack extensions (2 ads): “Graza Popcorn - From Yellow Butterfly Corn.” “EVOO Potato Chips - Perfectly Salty, Extra Crispy”

There’s no “best olive oil for pasta” or “healthy cooking oil for heart disease” or “olive oil vs avocado oil.” Graza isn’t trying to capture every olive oil search intent. They’re capturing people who already know the brand or are browsing the olive oil category - then hitting them with the brand’s own language.

The search descriptions reinforce this. The most common patterns:

“Graza is olive oil, reimagined for modern cooks who love bold flavor”

“Cold-pressed at peak freshness for full-bodied, natural flavor”

“Fresh, single-origin olive oil made in Spain. Delivered to your door”

“Elevate your cooking with our premium-tasting, budget-friendly olive oil”

Every description is brand-authored copy, not keyword-stuffed SEO text. This feels more like advertising than search optimization.

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”20% Off The Starter Kit” - The Evergreen Offer.

The most common promotional offer across the entire Google dataset: “20% Off The Starter Kit.” It appears 11+ times, across search, display, and shopping, spanning from June 2025 through March 2026. It’s not seasonal. It’s the permanent conversion lever.

On Meta, the offer is “FREE Frizzle Spray with The Trio” - a product bundle. On Google, it’s a percentage discount on the entry-level product. Two different promo mechanics for two different platforms. Meta gives you a free product (introduces a new SKU). Google gives you a discount on the gateway product (lowers the barrier to first purchase).

Other offers that appear:

• “Michelin quality for $16. Free shipping on $55+” - the value proposition as an offer line
• “Free Sizzle Spray” - similar bundle mechanic to Meta’s Free Frizzle
• “Free shipping on $55+” - shipping threshold incentive
• “Get The Snack Pack” - product bundle for the snack extension

The range of offers tells you they’re testing what converts on Google: percentage discounts, free products, free shipping thresholds, price anchoring. On Meta, it’s one offer. On Google, it’s a rotating menu.

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”20.74% Off” - The Most On-Brand Sale Number in the Series.

October 2025. Black Friday campaign.

“Our Only Sale of the Year - 20.74% Off Sitewide.”

20.74%.

Every other brand runs round numbers. Ridge: zero discounts. Little Sleepies: “Up to 50% Off.” FCT: “20% Off.” Graza picks a decimal that makes you look twice. It’s the same energy as “Nobody asked for olive oil in a can. We did it anyways.” Irreverent, specific, memorable.

The framing matters too. “Our Only Sale of the Year” positions Black Friday as an exclusive event, not a routine discount cycle. They’re not training customers to wait for the next sale - they’re saying this is it, once, and then it’s over.

The 20.74% number appeared across 4+ ads - display and search, running through October. They committed to the bit.

I also spotted a “Graza’s Friendsgiving Sale” variant - same time period, similar messaging. The Friendsgiving offer is still showing as a display ad in March 2026. That’s 4+ months after the event. Same stale-seasonal pattern I found with Little Sleepies’ Black Friday ad and RYZE’s Halloween creative. Deliberate or forgotten, the data doesn’t say.

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Display Is the Launch Vehicle - 50 Ads, the Biggest Format.

50 display ads, 30 search, 27 video, 21 shopping. Display is the largest format at 39% of the account.

This is unusual for this series. Little Sleepies was 60% shopping. RYZE was search-heavy. Most D2C brands lean into product catalog (shopping) or intent capture (search). Graza leans into brand awareness (display).

The display campaigns cluster around launches:

1. June 2025 (18 display ads): EVOO Cans launch
2. July 2025 (8 display ads): Summer grilling + continued Cans
3. October 2025 (8 display ads): Black Friday / Friendsgiving sale
4. March 2026 (9 display ads): EVOO Cans refresh

When Graza has something new to say - a new format, a sale, a product - they say it through display. Search and shopping run steadily in the background. Display is the megaphone.

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28 Countries - Olive Oil Finds Its People.

33 ads reach non-US markets. Top international markets:

1. Greece - 28 ad appearances
2. Italy - 23
3. Spain - 19
4. Croatia - 19
5. Portugal - 16
6. Germany - 14
7. France - 12
8. Netherlands - 8
9. Poland - 7
10. Canada - 7

The top five are all Mediterranean olive oil countries. This is either deliberate international targeting or Google’s algorithm finding olive oil enthusiasts where they naturally cluster. My hunch is the latter - 32 of 33 international ads also run in the US, and the ad copy is all in English. They’re probably not building dedicated campaigns for Greece. Google is just placing their ads where olive oil interest is highest.

For comparison: Little Sleepies was 99.8% US. FCT was US-only. Ridge was US-dominant. Graza’s international footprint is the widest in the series - and it makes sense for the product category.

None of the other brands in this series sell a product with natural demand in Mediterranean Europe. Olive oil does.

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35% of Ads Use Declared Targeting. More Hands-On Than Anyone Else.

45 of 128 ads (35%) use declared targeting through Google’s Transparency Center. The breakdown:

• 41 ads use demographics + locations + contextual signals
• 2 ads add customer lists + topics of interest
• 1 ad uses demographics + locations + topics of interest
• 1 ad uses demographics + contextual signals only

For comparison across the series:

• Little Sleepies: 2.1% (11 of 524)
• Graza: 35.2% (45 of 128)

Graza is the most targeting-hands-on brand I’ve covered. They’re not purely trusting the algorithm - they’re telling Google who should see these ads. The targeted ads are mostly search (18) and display (24). Shopping is almost untargeted (1 of 21), which makes sense - shopping ads are triggered by search queries, which are their own targeting signal.

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Video Tracks Product Launches - Then Goes Quiet.

27 video ads across the year. Each cluster maps to a specific product moment:

1. April 2025: Brand introduction (“Graza Premium Olive Oil,” “In an Easy-Squeezy Bottle”)
2. June 2025: EVOO education + squeeze bottle awareness
3. July–August 2025: Summer grilling (“Try Graza This Summer,” “Turn Up the Heat”)
4. September 2025: Glass bottle launch (all 6 September ads are video - the video-only launch)
5. October 2025: Black Friday (“20.74% Off. Save Big on Sizzle, Frizzle, and Drizzle”)
6. March 2026: EVOO Cans reminder (“and 100% RECYCLABLE!”)

The pattern: video introduces. Display sustains. Search captures. Each new product or format gets a video moment, then the campaign shifts to display and search to keep it running. Video is the opening act, not the headliner.

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Mayo Has Barely Arrived on Google.

On Meta, mayo got 18 dedicated ads in Phase 1 - UGC recipe videos, DCO cards, “Learn More” CTAs. A full launch campaign.

On Google, mayo has exactly one ad: a Shopping ad for “Premium Mayonnaise - A rich and creamy classic mayonnaise made with Graza Olive Oil.” Last shown March 20, 2026.

One ad. No search ads for mayo. No display ads for mayo. No video ads for mayo.

The mayo launch is Meta-first, Google-later. Meta is the discovery platform - show people creator recipes, let them learn about the product. Google is the capture platform - but only after search demand exists. My hunch is that Graza will build Google mayo campaigns once the Meta push generates enough search volume for “graza mayo” or “olive oil mayo” to be worth bidding on.

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The Cross-Platform Picture.

Stepping back from both articles, here’s the full view of how Graza runs its paid acquisition across Meta and Google.

What Meta does (76 ads, all brand new)

• Product launches. Mayo first, olive oil catalog second. Two-phase rollout
• Creator-first for new products. UGC recipe content drives the mayo launch
• Emotional + educational language. “Use the good stuff.” “Michelin-star olive oil.” “$16.” “Swap your seed oils”
• One promo: FREE Frizzle Spray bundle. No percentage discounts
• 52.6% “Learn More” CTAs. Still educating, not purely converting
• 9,924 page likes. The account is new. The brand isn’t

What Google does (128 ads, 12+ months)

• Rolling format launches. Squeeze → Cans → Glass → Snacks → Amazon. Each quarter, something new
• Display as the launch vehicle. When there’s news, it hits display first
• Brand-forward search. “Drizzle. Sizzle. Frizzle.” Not long-tail keyword farming
• 20% Off Starter Kit as the evergreen offer. Plus “Michelin quality for $16” as a value anchor
• Amazon as a sales channel. Google Shopping driving to Amazon - unique in this series
• 28 countries. Mediterranean olive oil markets finding the brand organically
• 35% declared targeting. More hands-on than any other brand in the series

The bridge between them

• “Michelin” appears on both - 7 mentions on Meta, 11 on Google. The chef credibility story is platform-agnostic
• “$16” appears on both - 14 mentions on Meta, multiple Google search descriptions. The price anchor is consistent
• “Sizzle / Drizzle / Frizzle” product naming appears everywhere - 48/52/51 on Meta, 40/39/7 on Google. The naming system IS the brand vocabulary
• Mayo is Meta-first (18 ads) and barely on Google (1 ad). New products launch on social, get picked up by search later
• EVOO Cans is Google-first (9+ months of campaigns) and not on Meta at all. Format innovation lives on Google. Product launches live on Meta

The mental model is this: Meta is where Graza introduces products to people. Google is where Graza introduces packaging formats and captures search demand. The squeeze bottle, the cans, the glass - those stories live on Google. The mayo, the Trio bundle, the recipe content - those stories live on Meta.

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Summary

Here’s what I found across Graza’s 128 Google ads:

• Only 26 are currently active. The rest is 12 months of campaign history from March 2025 to January 2026 - the most complete timeline I’ve had access to in this series
• A clear narrative arc. Squeeze bottles (launch) → EVOO Cans (June ‘25) → Summer grilling (Jul-Aug) → Glass bottles (Sep, video-only launch) → Black Friday 20.74% off (Oct) → Snack extensions (Dec) → Amazon push (Jan ‘26) → Cans redux + Mayo arrives (Mar ‘26)
• The EVOO Can campaign has run for 9+ months. “Nobody asked for olive oil in a can. We did it anyways.” 8 headline appearances, the most repeated creative. The only ad that spans nearly the entire dataset
• Glass bottles got a video-only launch. 6 September ads, all video, zero other formats. Premium format = visual medium
• Amazon is an active sales channel. 5 Shopping ads driving to amazon.com - unique in this series. No other brand used Google to drive Amazon traffic
• 30 search ads, brand-forward. “Drizzle. Sizzle. Frizzle.” Not long-tail keyword farming like Little Sleepies. Brand vocabulary as search strategy
• “20% Off The Starter Kit” is the evergreen offer - running June ‘25 through March ‘26. The permanent conversion lever on Google
• “20.74% Off Sitewide” for Black Friday - the quirkiest sale number in the series. “Our Only Sale of the Year” framing. A Friendsgiving variant is still running in March
• Display dominates at 39% of the account (50 ads). Display is the launch vehicle - every new format or product gets introduced through display
• 28 countries - the widest international reach in the series. Greece, Italy, Spain, Croatia, Portugal lead. Mediterranean olive oil countries finding the brand
• 35% declared targeting - the most hands-on in the series. Demographics + locations + contextual signals on most targeted ads
• Mayo has one Google ad. Compared to 18 on Meta. New products launch on social, arrive on search later
• Video tracks product launches. Brand intro → squeeze bottle → summer grill → glass → Black Friday → cans. Video introduces, display sustains, search captures

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The full picture: Across both platforms, Graza runs 204 total ads - 76 on Meta (all launched in the last 11 days), 128 on Google (spanning 12 months, 26 currently active). Meta is the product launch platform. Google is the format innovation and search capture platform. Mayo lives on Meta. EVOO Cans live on Google. The $16 price anchor and Michelin credibility story bridge both.

For a brand that hit $48M without paid social, their first Meta account is surprisingly structured - two-phase launch, CTA funnel mapping, product-specific creative strategies. And the Google account tells you they’ve been thinking about paid acquisition for longer than the Meta data would suggest.

I’m tearing down a D2C brand every week. If there’s a brand you want me to break down, DM me on X.