Capture demand. Convert intent. Scale profitably.
Showcase what makes your brand unique and valuable.
THE PMAX REALITY IN 2026
Performance Max is a mirror. It reflects the data you feed it.
Typically, between 74% and 97% of PMax spend goes to feed-based Shopping ads. That means your product feed quality is the single biggest lever in your Google Ads account.
Weak titles, missing attributes and poor categorisation silently tank your performance every single day.
We treat your feed as a strategic asset, not an afterthought. Product titles engineered for search intent.
Custom labels for margin-based bidding. Category structure that matches how Google's algorithm clusters products.
Combined with hybrid PMax + Standard Shopping architecture that gives you reach without sacrificing the control you need to manage profitability.
Every Google channel, one strategy.
Search
High-intent keyword campaigns with aggressive query sculpting. We build around purchase intent, not broad match hope. Every search term is governed, every negative is deliberate.
Shopping
Feed-driven acquisition with product-level segmentation, custom labels for margin tiers and bidding logic that prioritises profit per click, not just ROAS on paper.
Performance Max
Structured PMax architecture with audience signals, asset testing and reporting frameworks that tell you where your spend is actually going. No more black box guessing.
Demand Gen
Demand creation and retargeting through video & static campaigns. We align creative to funnel stage so cold audiences get education and warm audiences get the push to buy.
Case studies from real brands
Australian ecommerce brands using our services.
Shopping Click Share: 18% to 65% in 7 Days
Post-migration Shopping collapse diagnosed as TROAS pressure + broken feed integrity. Lowered TROAS targets, rebuilt product feed with search-intent titles, paused underperforming PMax campaigns.
Shopping delivery recovered within the first week.
$30K/month Wasted Spend Eliminated
First audit found 32% of search budget going to irrelevant queries, competitor brand terms and broad match leakage. Implemented negative keyword strategy and query sculpting.
Reallocated savings to high-intent Shopping campaigns.
Hybrid PMax + Shopping: 28% Revenue Increase
Restructured from 100% PMax to 60/40 hybrid with Standard Shopping for top 200 SKUs. Margin-based custom labels enabled granular bidding. Revenue increased 28% while maintaining ROAS target.
YouTube-Driven Demand: 3.2x ROAS
YouTube campaign targeting mid-funnel audiences with product demo content. Retargeting warm viewers through Shopping and Search drove 3.2x blended ROAS on video-influenced conversions.
Your product feed is the most underleveraged asset in your Google account.
Most ecommerce brands treat their product feed as an automated export from Shopify and never touch it again. That's leaving massive performance on the table.
Google's Shopping algorithm matches search queries to product titles, descriptions and attributes. If your titles don't reflect how people actually search, you're invisible for high-intent queries.
We rebuild product titles using search intent data, ensuring your highest-margin products surface for the terms that drive purchases. We structure custom labels for margin-based bidding segmentation so your campaigns can bid aggressively on profitable products and conservatively on low-margin ones.
Category mapping, GTIN coverage, brand attributes and supplemental feeds are all part of the foundation we build before scaling a single dollar.
For stores with 5,000+ SKUs, we implement automated feed rules and supplemental data sources that keep your feed optimised at scale without manual product-by-product management.
Why we don't go all-in on PMax. And why we don't avoid it either.
The Google Ads community is split: some agencies run 100% PMax, others refuse to touch it. Both extremes are wrong for most ecommerce accounts.
PMax excels at broad discovery and cross-channel reach. Standard Shopping excels at granular product-level control, query-level visibility and precise margin management.
The optimal setup uses both: PMax for broad discovery and new customer acquisition, Standard Shopping for your highest-priority products where you need query-level control and precise ROAS management.
The split depends on your catalogue size, margin structure and conversion volume. A 500-SKU store with clean margins might run 70% PMax / 30% Standard Shopping.
A 30,000-SKU store with mixed margins might invert that ratio. We test and adjust based on data, not dogma.
PMax is a mirror. It reflects the data you feed it.
Typically, 74-97% of PMax spend goes to feed-based Shopping ads. That's why feed quality and asset group strategy matter more than any campaign setting.
Asset Group Strategy
We structure PMax asset groups around product categories and margin tiers, not random groupings. Each asset group gets tailored creative assets, audience signals and search themes so Google's AI knows exactly what to optimise toward.
Audience Signals
While PMax technically finds audiences automatically, the signals you provide dramatically influence where it starts looking. We layer first-party data, custom segments and competitor URLs to steer initial delivery toward high-value segments.
Reporting & Control
PMax's biggest criticism is the black box reporting. We build custom reporting frameworks using placement data, search term insights and asset performance breakdowns so you always know where your money went and why.
Search Themes
Custom search themes that guide PMax delivery toward your highest-value commercial queries. More control than broad automation, less rigidity than manual keywords.
The brands that win on Google are the ones that control what they don't show for.
Search campaign management is 50% knowing what to bid on and 50% knowing what to exclude. We run weekly search term audits that identify wasteful queries, competitor clicks and irrelevant traffic that's quietly burning budget.
Our keyword strategy starts with commercial intent mapping. We identify the search terms that indicate someone is ready to buy, not just research.
Then we build campaign structures that prioritise these high-intent queries with dedicated budgets and aggressive bidding while containing broader terms in separate campaigns with appropriate controls.
For ecommerce, this means brand campaigns, high-intent product campaigns, category campaigns and competitor campaigns each managed with different ROAS targets and budget allocations based on their role in the funnel.
The money you save on wasted clicks is money you can reinvest in winning queries.
We maintain account-level, campaign-level and ad-group-level negative keyword lists that are reviewed and updated weekly. In the first audit alone, we typically identify 15-30% of search spend going to irrelevant or low-intent queries that can be eliminated immediately.
Beyond simple negatives, we implement query sculpting strategies that funnel high-intent traffic to dedicated campaigns with tighter ROAS targets while allowing broader match types in discovery campaigns to find new converting queries. This creates a self-improving system where winning queries get promoted and losing queries get excluded automatically.
YOUTUBE ADS
YouTube is where demand creation and retargeting converge.
YouTube isn't just a branding play. For ecommerce, it's a powerful demand creation and mid-funnel retargeting channel.
We run skippable in-stream ads that educate cold audiences, product demo campaigns that push warm audiences toward purchase and remarketing sequences that bring back cart abandoners with video proof of value.
Creative for YouTube follows different rules than feed ads. We produce 15-30 second formats with front-loaded value propositions, clear product demonstrations and strong CTAs.
Scripts are written specifically for YouTube's skip-or-watch dynamic, where you need to deliver your hook before the 5-second skip button appears.
YouTube also feeds data back into your PMax campaigns through audience signals and conversion data, creating a virtuous cycle where video engagement improves Shopping delivery efficiency.
Margin-aware bidding that protects profit
ROAS is a useful metric but it can mask unprofitable spend. Our bidding framework is built around actual margin data.
Target ROAS Bidding
We set TROAS targets based on actual product margin data, not blended account averages. High-margin product groups get aggressive targets that maximise volume.
Low-margin groups get conservative targets that protect profitability. The key field most agencies miss: campaign.maximize_conversion_value.target_roas, not the deprecated target_roas field.
Portfolio Bid Strategy
For accounts with sufficient conversion volume, we implement portfolio bid strategies that share learning across campaign groups. This gives Google's AI a larger data set to optimise against, leading to faster learning and more stable performance during scaling.
Seasonal Adjustments
Ecommerce is seasonal. We pre-configure bid adjustments for key trading periods (BFCM, EOFY, Christmas) based on historical conversion rate data.
This prevents the AI from overreacting to sudden demand changes and ensures your bids are competitive when it matters most.
Budget Allocation
Cross-campaign budget management that ensures your highest-performing campaign types get the spend they deserve without starving emerging opportunities.
Optimisation that compounds
Intent-first query control
We build campaigns around commercial search intent and purchase-ready queries. Every keyword earns its place. Every irrelevant term gets cut.
Feed quality as strategy
Product titles, descriptions, GTINs, custom labels and category mapping treated as competitive advantages, not admin tasks.
Margin-aware bidding
Portfolio bid strategies and TROAS targets set around actual product margin, not blended averages. We optimise for profit, not revenue that costs more than it earns.
Search term governance
Weekly query reviews, exclusion lists and match type refinement. The brands that win on Google are the ones that control what they don't show for.
By the Numbers
IS THIS YOU?
Sound familiar?
Your PMax campaigns are spending but you have no idea where the money actually goes
Shopping performance tanked after a platform migration and nobody can explain why
Your ROAS looks decent but actual profit margins tell a different story
Search terms reports are full of irrelevant queries burning budget
Your feed was set up once and hasn't been touched since
How we keep you informed
Optimisation Log
Every change documented. Every decision explained. You know exactly what happened and why.
Search Term Insights
Weekly query analysis showing what people search, what converts and what's been excluded to protect budget.
Feed Health Report
Product approval rates, attribute coverage, title optimisation progress and competitive Shopping insights.
Weekly Strategy Call
Performance deep dive, scaling recommendations and seasonal planning with direct access to your Google specialist.
Questions? We got answers.
In most cases, both. We run hybrid structures that give PMax the broad reach and AI learning it needs while keeping Standard Shopping campaigns for granular product-level control.
The split depends on your catalogue size, margin structure and conversion volume.
Critical. Your feed is the foundation of Shopping and PMax performance.
Product titles optimised for search intent, complete attribute coverage (GTINs, brand, MPN), custom labels for margin segmentation and clean category mapping can transform performance without touching a single bid.
Margin. ROAS is a useful metric but it can hide unprofitable spend.
We set bidding strategy around actual product margin data using custom labels so high-margin products get the budget they deserve and low-margin SKUs don't eat your profit.
Yes. We manage accounts with 5,000 to 50,000+ SKUs. Feed segmentation, product grouping and automated rules are core parts of how we structure large catalogues for performance.
This is one of the most common problems we fix. Platform migrations often break feed structures, redirect chains and conversion tracking simultaneously.
We diagnose the root cause, rebuild feed integrity and restore Shopping delivery, usually within weeks.
Not ready for full management? Start with an audit.
Marketing & Content Audit
Want clarity before committing? Our Marketing & Content Audit gives you a full diagnostic of your Google Ads accounts, Shopping feed, PMax structure and tracking setup with a practical 90-day roadmap.
Looking for more?
Ready? Set? Convert.
Tell us about your Google Ads goals and we'll map a practical growth plan you can act on. No obligation, no fluff.
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