Capture the intent. Question the black box.
Search, Shopping, Performance Max, and Demand Gen — structured for profit, not for Google's auto-pilot. Web and app.
"Google owns the moment of intent. The risk is ceding control to PMax and Smart Bidding without incrementality checks. We keep the machine honest."
Strategy → Deployment → Scale → Attribution
Keyword-to-intent scoring (impressions × CTR × CPC × conversions over 30 days), non-brand vs brand separation, PMax asset-group architecture, budget forecast against target CPA/ROAS.
Conversion tracking hygiene (enhanced conversions, server-side), account structure by intent tier, PMax with feed discipline, Smart Bidding learning-budget sizing (≈30 conversions/mo per campaign).
Query mining, brand-vs-non-brand incrementality, PMax channel controls, RSA asset velocity.
Branded-search incrementality testing (its lift is routinely over-credited), geo experiments, data-driven attribution treated as modeled — not truth.
We run both.
Search / Shopping / PMax to on-site conversion + CRO handoff.
Google App Campaigns (UAC), in-app event optimization, SKAN alignment.
Baselines to beat, not finish lines.
Common questions.
What happened to Video Action Campaigns?+
Google removed new VAC in April 2025 and migrated remaining ones to Demand Gen by September 2025. Conversion-focused video now runs through Demand Gen. We build accordingly.
How do you handle PMax opacity?+
Feed discipline, asset-group segmentation, and quarterly geo-lift tests to verify PMax isn't just cannibalizing existing demand.
Brand vs non-brand?+
Separated at the campaign level. Branded search lift is incrementality-tested, not taken at platform face value.