Client Privacy First
Every account stays anonymous. We share the method and the deltas, never a client's raw figures or identity.
Playbooks
How we actually run the work
Case Stories tell you what happened for a client. Playbooks tell you how. Each one is a method we run again and again, with the lever, the before, and the after, every number pulled from our own data and kept anonymous. Want them all at a glance? See every headline number in one place.
4.4x
sub-1x to value bidding
+153%
PMax, launch to maturity
8.8x
non-brand ROAS, no brand terms
The methods, with the numbers.
Every playbook is drawn from accounts we actively manage. Numbers are real, expressed as ratios and percentages, and never tied to a named client.
Bidding strategy
Search + Shopping Google Ads
Value-Based Bidding
Most accounts that bleed money are optimizing for the wrong thing. Moving from volume bidding to value bidding re-aims the same budget at revenue.
4.4x
from a sub-1x baseline
+234% as it matured
Prospecting
Non-brand Search Google Ads
Making Non-Brand Pay
Anyone can be profitable on their own brand name. The only part that grows a business is non-brand. Here is how we make prospecting pay.
8.8x
on a 100% non-brand account
>50% of budget outside brand
Performance Max
PMax, launch to scale Google Ads
The Performance Max Ramp
Performance Max is not set-and-forget. A deliberate ramp of feed, asset groups, signals and exclusions is what takes it from a shaky launch to a profitable channel.
+153%
PMax ROAS, launch to maturity
held while spend scaled
Shopping strategy
Standard to PMax Google Ads
Standard Shopping to PMax
The move from Standard Shopping to Smart Shopping and Performance Max, done feed-first, can win more conversions at a higher ROAS at the same time.
+56%
conversions, Smart over Standard
at +47% higher ROAS
Measurement
GA4 + conversion tracking Analytics
Rebuilding Measurement
You cannot optimize what you cannot measure. Before any bidding strategy, we make the data trustworthy, sometimes from literally zero.
~50%
reporting gap found and closed
+198% revenue, built from zero
Demand Gen
Prospecting / upper funnel Google Ads
Making Demand Gen Pay
Demand Gen is the most inconsistent channel in Google Ads. On most accounts it runs below 1x. With the right setup, one of ours sustained 30x.
30x
Demand Gen ROAS, full year
a channel most run under 1x
Account management
Managed vs in-house Google Ads
What Active Management Is Worth
The cleanest test of active management is the same account, managed then left alone then managed again. ROAS bottomed in-house and recovered when we resumed.
+43%
ROAS recovered when we resumed
after a year run in-house
Brand protection
Brand + conquest Search Google Ads
Brand Defense
Brand terms are your cheapest, highest-converting traffic, and competitors bid on them. Defending the moat is the highest-ROAS work in the account.
15x
brand ROAS, defended
~90% impression share held
Long-term management
A decade, one account Google Ads
Why Accounts Compound
Agency-hopping resets the clock every time. The case for staying put: a decade holding ~9x Search ROAS while annual spend scaled roughly 100x.
~9x
Search ROAS held for a decade
while spend scaled ~100x
Merchant feed
Merchant Center hygiene Google Shopping
Feed Health
Your Shopping and PMax performance is capped by your feed. We inherit catalogs anywhere from 25% to 100% disapproved. Fixing that is free reach.
100%
disapproved, on feeds we inherit
restored to near-zero
Search terms & negatives
Search-term mining Google Ads
Cutting Wasted Spend
Around 99% of search terms never convert. The work is finding the 1% that does and cutting the rest. We maintain over 850,000 negative keywords doing exactly that.
99%
of search terms never convert
850k+ negatives maintained
Ad copy & creative
Responsive search ads Google Ads
Ad-Copy Testing at Scale
The best headlines earn around 3x the click-through of the median, and the worst earn almost none. We have tested 34,000+ ad assets to learn which is which.
3x
top headlines vs the median CTR
34,000+ assets tested
Placements & exclusions
Display + Performance Max Google Ads
Where the Placement Money Goes
Display and Performance Max scatter spend across millions of placements, and most of them never convert. The work is finding the junk and cutting it, without touching the placements that assist.
73%
of placement spend, no conversion
99% of it on apps and video
Measurement & funnel
GA4 + Google Ads Analytics
Where the Funnel Loses the Sale
GA4 says most carts never become a sale, but only once you can trust the number. We verify the funnel events, read where it actually leaks, and feed the buying signals back to the ad account.
91%
of carts never become a sale
once the tracking is trustworthy
Measurement
GA4 + web analytics Analytics
The Traffic GA4 Cannot See
When GA4 cannot tell where a session came from, it lands in Unassigned. We have inherited setups with nearly half their traffic there, and pulled them to almost none.
43%
of sessions unassigned, worst inherited setup
a clean build holds it under 2%
Conversion tracking
Google Ads + conversion tracking Analytics
Only the Money Events Count
Smart Bidding optimizes toward exactly what you count. We keep the Conversions column to real sales, so bidding chases revenue instead of page views and form fills.
93%
of counted conversions are real purchases
100% on the median account we run
Why anonymized
Real numbers, no names
Verified, Not Vibes
Every number is pulled from our own data warehouse as a percentage, ratio, or multiplier. Nothing is rounded up for effect.
The Method, Not Magic
These are repeatable approaches, not one-off luck. The same levers show up across very different accounts.
Built On What We Run
Each playbook is drawn from accounts we actively manage, not theory or someone else's case study.
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