Paid media
Google ads, including the parts Performance Max hides from you
Search, PMax, Shopping, YouTube and Demand Gen, with the reporting workarounds that show you what PMax is actually doing.
- Search
- Performance Max
- Shopping
- YouTube
- Demand Gen
- Display
- Maps
Performance Max will spend your budget on traffic you already had.
Performance Max is a black box that will happily spend your budget on brand searches you would have won for free, and report it as a win.
Running it well means constraining it — brand exclusions, search themes, and separate accounting for what it cannibalised from Search.
The work itself
What a month on the account looks like.
Search
Keyword architecture, match-type strategy, negative libraries, RSA asset testing, auction insights and competitor conquesting.
Performance Max
Asset-group architecture, search-theme steering, brand exclusions, channel-level reporting workarounds, and cannibalisation control against Search.
Shopping and Merchant Center
Feed management, feed rules, and disapproval remediation — the unglamorous work that decides whether Shopping runs at all.
YouTube
Video Action, Demand Gen, sequence campaigns and bumper planning.
Local and Google Business Profile
Local campaigns and GBP management for multi-location businesses — showrooms, clinics, coaching centres.
Call-only campaigns and call tracking
Dynamic number insertion, recording, and call-quality scoring. If your enquiries arrive by phone, this is how you find out which ads produced them.
Conversion architecture
Enhanced Conversions, offline conversion imports, and a GA4 conversion setup that agrees with your finance numbers.
App campaigns
UAC structure, event optimisation and creative asset coverage.
What comrAD does on this channel
Separates PMax and Search performance so cannibalisation is visible instead of inferred.
Maintains shared negative-keyword libraries across every account we run.
Pauses Shopping on out-of-stock items before you pay for the click.
Deliverables and cadence
- Named account manager and media lead
- Daily pacing against target
- Weekly optimisation call
- Monthly business review
- Brand versus non-brand split, reported separately every month
- Full audit log of every change comrAD made
What we report against
Not impressions. These are the figures that decide whether the spend paid for itself.
- CPQL
- Impression share
- Search lost IS (budget)
- Search lost IS (rank)
- Brand vs non-brand split
- Call quality rate
- Cost per closed outcome
Asked before signing
Usually yes, but constrained. PMax works when it has clean conversion data, brand exclusions applied, and a Search campaign running alongside it that captures branded demand at a lower cost. Run unconstrained, it takes credit for traffic you already owned. We report the brand and non-brand split separately every month so you can see which is which.
Thirty minutes on your account. No deck.
We'll look at what you're running and come back with two or three specific things we'd change — whether or not you work with us.