Paid Search: Precision at Scale
Shaping automation through structure, inputs, and constraints.
How We See The Account Today
From a structural point of view, the Google Ads account is already in a relatively advanced state. The current setup is Performance Max–centric and segmented by product performance tiers (Best Sellers, Standard Products, Zombie Products, Top 50 Products), supported by Brand Search and a catch-all Shopping layer.
The account is not limited by missing campaign types or lack of automation. Most of Google’s available scale is already unlocked. Future gains will not come from “adding more”, but from better prioritization, clearer signals, and tighter control over where spend is allowed to scale.
Practical Constraints
- ROAS is currently used as a directional benchmark, not a strict profitability guardrail.
- Product-level margin data (+COGS) is not yet available and will take time to be delivered.
Strategic Direction for 2026
"Performance Max should be treated as a system that is guided, not left to self-optimize without boundaries."
Intent & Hierarchy
Using structure, budgets, and bidding targets to express priority rather than a single blended environment.
Feed Intelligence
Custom labels and segmentation are the foundation that allows PMax to make better decisions.
Signal Quality
Training bidding strategies on signals that reflect true business value, not just volume.
Structured Iteration
Every change has a hypothesis, window, and outcome. Performance improvements compound, they don't reset.
2026 Roadmap
From foundational control to selective scaling.
Strengthening Foundations
Reducing areas where performance is currently blurred or overly blended.
Performance Max Review
Reviewing existing segmentation to ensure Best Sellers, Top Products, and Standard Products are not competing unnecessarily for the same demand.
Budget Rebalancing
Actively rebalancing budgets toward segments that show consistent efficiency over time, rather than reacting to short-term volatility.
Brand Search Role
Treating Brand Search as an active revenue driver while monitoring overlap with PMax to ensure efficient demand capture.
Testing & Optimization Schedule
Structure Audit
Review PMax asset groups, audience signals, and feed health.
Bid Strategy
Test tROAS targets vs. Maximise Conversion Value with constraints.
Creative Refresh
Rotate low-performing assets and introduce new seasonal creative.
Search Terms
Weekly negative keyword mining to reduce wasted spend on irrelevant queries.