Services · Media
Performance Max, with the lights on.
We will run PMax when the feed, the goals and the brand exclusions are honest. We will not use it to hide a messy account.
Performance Max is a useful channel and a convenient place to hide incompetence. We treat it as the former. Asset groups, audience signals, and listing groups are named after the offer, not after “Campaign 3 final FINAL”.
Brand exclusions, search themes, and the cannibalisation of exact brand terms are checked, not hoped. If PMax is stealing brand at a worse cost than Search, we say so and we change it.
You still get a ledger: spend, results you defined, and whether we trust the conversions. If Google is modelling half the results, that sentence is in the pack.
We decline PMax-only retainers for accounts with no Search history, no feed, and no landing page. The channel is not a strategy.