Google Ads that capture demand, not just brand clicks.
Search, Shopping, Performance Max and YouTube, rebuilt around intent. We separate brand from non-brand first, so you see what Google is really earning you.
What is broken in most accounts we audit.
- Brand search inside PMax takes credit for sales that were already coming. Blended ROAS looks 40% better than non-brand reality.
- Broad match with thin negatives pulls in queries like free, jobs and how to. Nobody reads the search terms report for months.
- Shopping feeds have weak titles, missing GTINs and no margin labels, so Google bids evenly on high and low margin products.
- Conversion actions mix page views, add to carts and purchases. Smart Bidding optimises for the easiest event.
- One campaign holds everything. Budget flows to whatever converts cheapest, which is usually brand.
How we rebuild it.
We structure by intent: brand, competitor, high-intent non-brand and category exploration. Each has its own target and its own budget. PMax asset groups are built by margin tier, with brand exclusions applied so it cannot harvest your own demand.
Shopping feed work is unglamorous and pays back fastest: rewritten titles, correct GTINs, custom labels for margin and best sellers. YouTube and Demand Gen run as demand creation, judged on assisted conversions and branded search lift, not last-click ROAS. See how to split PMax brand and non-brand.
Best fit: stores with at least 50 SKUs or B2B teams with a clear buyer profile and a sales team that can report which leads closed. Both need conversion data clean enough for Smart Bidding to learn from.
Deliverables, not promises.
Everything below is part of the retainer. See pricing for tiers and client results for outcomes.
- Keyword rebuild with negatives and match-type control
- Brand and non-brand split across Search and PMax
- Shopping feed hygiene: titles, GTINs, custom labels
- PMax asset groups by margin tier
- Conversion action cleanup and value-based bidding
- YouTube and Demand Gen test plan
- Weekly search term and placement review
- Live MER and nCAC dashboard with weekly Loom
The first 22 days.
The same four-step sequence on every account, with fixed outputs at each stage.
Audit
Search term, feed and conversion action audit.
Rebuild
Rebuild structure, apply negatives, split brand and non-brand.
Launch
New campaigns live with target ROAS bands. Daily bid checks.
Scale
Feed and creative iteration. Budget shifts to the highest marginal non-brand return.
Google Ads questions we hear most.
Why split brand from non-brand?
Brand search converts at a high rate with low effort. If it shares a campaign with non-brand, it hides weak non-brand results. Splitting them shows true acquisition cost and lets you set different targets.
Performance Max or Standard Shopping?
We often run both. Standard Shopping gives query control and a clean benchmark. PMax adds reach across YouTube, Display and Discover. We cap PMax with brand exclusions and compare it to the Standard baseline.
How long does Smart Bidding take to learn?
Plan for two to four weeks and at least 30 conversions per campaign per month. If volume is lower, we consolidate campaigns or optimise to a higher-funnel conversion until data builds.
Do you run YouTube?
Yes, as a demand creation channel. We judge it on assisted conversions, branded search lift and new customer rate, and we cap it at a share of budget until those signals are positive.
Often paired with Google Ads.
Find the leak before you spend another dollar.
Free audit of your Meta, Google or TikTok account. Written findings in two business days. No pitch deck.