Google advertising
Most of the work happens in the feed, before a single bid is set.
Search, Shopping and Performance Max. The auction can only work with the data you hand it, and in ecommerce that data is almost always the product feed rather than the campaign settings.
What usually brings this to us
- Performance Max is a black box and more budget keeps moving into it.
- Only a fraction of the catalogue ever gets an impression.
- Brand searches are propping up the account average.
- The negative keyword list has not been touched in a year.
How we work
The way this actually runs.
Not a proposal template. This is the order we do it in, starting the week you say go.
We audit the feed, not the campaigns
Every product, every attribute, every disapproval, plus a count of how much of your catalogue has ever been shown. This is where the growth usually is.
We rebuild the feed and split the account
Titles rewritten against real search language, identifiers repaired, brand separated from non brand so both can finally be judged on their own.
One engine per market goes live
Fed the whole catalogue, judged on its own country, opened one at a time so a new market can never hide inside an old one's numbers.
Queries, negatives, pacing, bids
We mine the search terms, keep the negatives clean and watch budget lost impression share against the monthly cap. Report Monday, call the same week.
The craft
What the work is made of.
- Feed first, alwaysTitles, attributes, identifiers, availability and language. A product whose title does not match how people search is invisible no matter what you are willing to pay.
- Coverage, not averagesWe count the distinct products that actually received impressions against the products eligible to serve. A flattering account average often hides a catalogue that never gets shown.
- Brand and non brand kept apartBrand search flatters every report it is mixed into. Separated out, you can finally see what the account is buying you rather than what your own name is buying you.
- Search term disciplineQuery mining on a schedule, with new negatives checked against your existing negative lists first, and match types used deliberately instead of defensively.
- Bidding that fits the data you haveTarget ROAS rewards an account with enough conversion volume and starves one without. We say which one you are before switching anything.
- Budget treated as a real constraintA daily budget is not a pot that carries forward. We measure budget lost impression share against the monthly limit, which is the number that actually caps your growth.
What lands on your side
What you get, every month.
A measurably more complete feed
Counted product by product, with the before and after on the same page.
A structure that can be judged
Brand, non brand and Shopping separated so no number is flattering another.
A written record of every change
What we changed, when, and what we expected it to do.
Full ownership of account and history
Conversion data, audiences and the whole change log stay yours.
Proof
We count what the interface will not show you.
On one Performance Max account every column on screen said it was the best campaign in the account. Counting distinct product identifiers with impressions against the products eligible to serve showed most of the catalogue had never been shown once. That count is the first thing we run on a new account.
The rest of the department
Channels are not run in isolation.
What we learn in one shows up in the others, which is the whole reason to run them from the same desk.
Meta advertising
Structure, creative and measurement that survive contact with reality.
SEO and GEO
Pages people search for, written so Google and the AI engines quote them.
Site and bundles
Upsells, sets and quizzes that lift the value of every visit.
Creative
Hook led statics and video, produced in batches.
The next step
Want this run properly?
Send us the account and what you are trying to grow. You get a written read on what we would change first and what we think it is worth, before anything is signed.
Start a conversationYou send one short note
The brand, the channels, roughly what you spend. Two minutes of your time.
We read the account and write back
What we would change first, what we think it is worth, and what it would cost. In writing, free.
We take the work off your desk
Audit, measurement, structure, feed and creative. You approve, we build.
Report on Monday, call the same week
You always know what we did, what it earned and what is next. That never changes.