Examples of the work and the thinking behind the results.

Challenge

The account had overlapping Shopping and PMax coverage, weak branded demand separation, and inflated ROAS caused by brand-heavy traffic being absorbed into the wrong campaign types.

What changed

• Audited query mix across Search, Shopping, and PMax to isolate where branded demand was being misattributed
• Created a dedicated brand campaign and tightened negative-keyword controls across non-brand surfaces
• Rebuilt campaign structure around category logic and merchandising priority
• Introduced n-gram review to remove recurring waste patterns from search terms
• Split promotional inventory from core catalog so budgets could reflect business intent

Outcome | 90 days

Blended ROAS improved from 3.1 to 4.6 over 90 days. Non-brand efficiency stabilized, waste dropped, and performance became easier to trust week to week.

Detail

Challenge

The account had hundreds of disapproved products, no useful PMax segmentation, and three declining months of performance with no clear explanation from prior management.

What changed

• Ran a Merchant Center audit and grouped disapprovals by severity and root cause
• Resolved the highest-risk feed and policy issues first so eligible inventory could recover quickly
• Rebuilt asset groups by commercial category instead of lumping the catalog together
• Applied performance labels and reflected those labels in campaign logic
• Created a recurring health-check rhythm so disapprovals and feed drift were visible early

Outcome | 60 days

Critical disapprovals were cleared within three weeks, PMax revenue rose 38% inside 60 days, and the account moved from reactive troubleshooting to structured optimization.

Detail

Challenge

High CPCs, weak match-type discipline, and no meaningful negative-keyword process had pushed non-brand campaigns into an expensive pattern of low-intent traffic.

What changed

• Ran n-gram analysis across historical query data to identify repeated waste themes
• Pushed high-priority negatives by spend-to-conversion ratio instead of by intuition
• Restructured ad groups around cleaner intent tiers
• Reduced broad match exposure where query quality was consistently weak
• Established an ongoing query-governance process rather than treating cleanup as a one-time fix

Outcome | 45 days

Non-brand CPC dropped 22% over 45 days, conversion rate improved, and the account became much easier to scale without paying for noise.

Detail