Performance Max campaigns for e-commerce, without the black box

Performance Max decides where your ads appear, who sees them and how much to bid. That automation can work very well for stores, but it optimizes toward whatever you tell it to. Feed it bad conversion data, mix every product under one target, or let it take credit for brand searches, and it will happily spend your budget on the easiest conversions instead of the most profitable ones.

Our job is to control the inputs: accurate purchase values, a well-structured product feed, sensible asset groups, brand exclusions, negative keywords and ROAS targets that reflect your margins.

We split products into asset groups or campaigns by what matters for your business, usually margin, category or performance tier, so high-margin bestsellers and low-margin long-tail products aren't fighting for the same budget.

We use the reporting Google now provides, including channel performance, search term insights and asset reporting, to see where spend is going. When something isn't working, we change the structure, the targets or the feed instead of hoping the algorithm figures it out.