Google Ads (PPC)
Performance Max, run with control rather than blind trust
Performance Max hands a lot of decisions to Google. We keep the levers that still matter, asset quality, signals, exclusions and feed structure, and we report on what the campaign is actually doing.
What is included
- Asset group strategy: Groups built around themes and margin so reporting stays interpretable.
- Audience signals: Seeded with real customer and intent data to shorten the learning period.
- Brand and placement exclusions: Brand traffic separated so results are not flattered by demand you already had.
- Feed and listing strategy: Retail feeds treated as a primary lever, since they drive a large share of delivery.
- Transparent reporting: Scripts and reports that expose search terms and placements the default view hides.
Outcomes
- Growth without losing visibility
- Cleaner incrementality
- Reporting you can question
Frequently asked questions
Does Performance Max replace our other campaigns?
No. It works best alongside a controlled search campaign, otherwise it absorbs brand traffic and takes credit for it.
Can we see where the ads appeared?
Not fully through the interface, but we use scripts and reports to surface far more than the default view provides.
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