Performance Max is milking out money from your brand if this setting is turned on I'm talking about Asset Optimization within settings One of the deadliest settings that has destroyed more brands than I can count Purely because this gives Pmax free reign to create AI based creatives.. And those AI based creatives more often than not will not be on brand Save yourself from inefficiency and get your team to turn these off

This jewelry brand owner was ready to drive onto oncoming traffic the day her brand did $53 in sales She had $1m+ in stock laying around in her warehouse There was no other traffic source besides Google ads And revenue was in a downward spiral month over month Flash forward 14 days: We had pushed her revenue towards $10k/day Google ads reported a 6x ROAS on average And she could finally sleep at night We've done this for 600+ brands at this point and we can do it for you too Read the comment below to see how

5 campaigns $1.2m a month 10x+ ROAS The crazy part? We've barely touched them in 9 months No fancy optimization or bidding strategies or constant changes Here's why that works, and it's the opposite of what most people think The account isn't doing the work The foundation is Before any of those campaigns existed, we spent our time on three things: 1. Product titles and images 2. Conversion tracking that actually matched the backend 3. A/B testing different campaign types to get to the top 20% That's it Once those three were right, the campaigns mostly just.. ran Now the honest part At this level of spend, campaign work does start to matter again That same account is losing 61% of its impression share to ad rank right now There is a serious amount of money sitting inside that number and we're working on it But here's the thing for whoever is reading this If you're spending $10k a month, squeezing 5% more out of your campaign structure gets you $500 Fixing a feed that's hiding half your catalogue can double what you're able to show for at all Those are not the same size of opportunity, and most brands focus on the wrong one I'm writing this for anyone currently: - Testing their fourth campaign structure this year - Convinced Pmax is broken - Waiting for "the algorithm to settle" There's a very good chance you don't have a campaign problem And the reason we all keep going back to the campaigns is simple Rebuilding an account feels like work Admitting your product images blend in with every competitor, your titles are boring, and your tracking has been wrong for months.. that feels like something else entirely So we blame Google instead I've done this many times I kept campaigns running longer than I should have.. Simply because cutting it meant admitting I'd been wrong about it from the start Google doesn't care how you feel about the account though It only reads what you give it Fix what you're feeding it and most of the campaign problems you've been solving stop existing

Recently told a buddy of mine running a 8-figure fashion brand to waste 25% of his budget I said this because he told me his Google ads revenue had plateaued He looked at me like I was out of my damn mind But.. it was the only way to shatter his revenue ceiling Every time he tried to scale spend, ROAS tanked Multiple agencies failed to fix it so he finally accepted this as the brand's absolute limit It took me five minutes inside his account to spot the bottleneck There was 0 demand testing > every campaign was built for immediate profit > he milked a few winning audience pockets > he never built new ones When those dried up, he leaned entirely on branded search just to survive the month That’s why he needed to "waste" 25% He had to buy cold traffic data again But I get why most brands avoid this - it looks unsexy It hurts to make your current month look worse on purpose But you either eat one soft quarter to build a second engine, or you stay stuck forever Short-term paralysis kills scale. Every week I see founders refuse to: > pull spend back to fix a broken feed > kill a 0.8x campaign because it "might turn around" > hide branded traffic because the blended ROAS looks too good You have to fuel the fire occasionally to keep it going

No brand should be running Google ads without this setting checked I'm talking about content suitability The #1 reason for waste of spend across Performance Max At minimum, you should be excluding all apps traffic It's not unheard of to improve efficiency 25% OVERNIGHT excluding these

Every time I would scale Google ads spend, ROAS would drop No matter what tweaks I did on my Ecom brand It took me $3m in Google adspend to realize this: More budget doesn't automatically equal more sales The campaigns have to actually be ready to absorb the cash Now, before we scale any budget, it has to pass a strict 3-part test: 1. Has it held target profitability for at least 14 days straight? 2. Is the data genuinely stable, or was it just one lucky week? 3. Is Google already maxing out the current daily limit? One "no" and the budget stays exactly where it is A lot of brand owners almost always miss that third rule If Google isn't spending what you're already giving it, a bigger budget won't magically create more demand.. It just confuses the algorithm and drags your ROAS down Now, we wait for any campaign to spend the full budget for at least 3 - 5 days before scaling

One of the craziest things I’ve done is scale a Shark Tank fashion brand with Google ads From $640k/mo to $3m+ per month Every single strategy I talk about or teach, we had to implement here A lot of things were on the table but we made it happen And today, I broke it all down for you in this video Link in comments

When you run Shopping or Pmax, you're triggering a 4 stage matching process most brands don't know about: 1. Google reads your feed Title, description, attributes, product type, image It builds its own understanding of what your product actually is and not what you think it is 2. It maps that understanding to query clusters Groups of searches that behave similarly Your title language decides which cluster you land in 3. It tests you in the cluster it's most confident about first If your title says "Model 6917" it has no idea you sell watches, so it guesses 4. It updates based on engagement When people who search a term click and buy.. You get shown more for that term and the ones next to it (This is why there's no keyword targeting in Shopping) Here's where it gets interesting Most brands write titles that describe the product And this drops them straight into the primary cluster - the one where every single competitor is already bidding But the same product can enter completely different clusters depending on what language you put in the title Take a cast iron skillet for example: PRIMARY CLUSTER "Cast Iron Skillet 12 Inch" Extremely saturated and will lead to a high CPC cluster HOP 1 - compatibility "Induction Compatible Cast Iron Skillet 12 Inch Flat Bottom" Now you're in front of people shopping for induction cookware HOP 2 - use case "Pre-Seasoned Cast Iron Camping Skillet with Lid" Now you're competing with camp cookware only HOP 3 - occasion "Cast Iron Skillet Gift Set with Care Kit" Now you're on the gifting shelf, which barely exists in March and scales in December Same product but targeted to three separate clusters We test this cluster-focused strategy on a supplemental product feed Side by side A/B testing = faster scale based on winning clusters TLDR: Google ads uses your setup as a starting point but reaches people based on what it thinks your product is And that's mostly determined in the feed