Every figure is a delta
A ratio, a percentage between two named periods, or a multiplier. Never a client's raw revenue or spend.
The Numbers
What we see across the accounts we run
Every headline number from our Playbooks, in one place. Each one is pulled from our own data warehouse and shown the only way we show client results: as a ratio, a percentage between two periods, or a multiplier. No client is named. Follow any number to the method behind it.
850,000+
negative keywords we maintain
4.4x
Search ROAS, from sub-1x
34,000+
ad assets tested
Bidding and budget
When the account chases revenue, not conversion count.
Same budget, re-aimed. The lever is what the algorithm is told to value.
4.4x
Search ROAS reached
From a sub-1x volume-bidding baseline, +234% as value bidding matured.
8.8x
Non-brand ROAS
On 100% non-brand prospecting, the part that actually grows a business.
30x
Demand Gen ROAS
Sustained, on a channel that runs below 1x for most accounts.
15x
Brand ROAS
At roughly 90% impression share, the cheapest traffic in the account.
Shopping and feed
Shopping is capped by the feed, then by the structure.
Feed-first, then the move to Performance Max, done in a deliberate order.
+153%
PMax ROAS
From a shaky launch to maturity, on a deliberate ramp of feed, signals, and exclusions.
+56%
More conversions
Moving Standard Shopping to PMax, at a +47% higher ROAS at the same time.
100%
Disapproved catalog, fixed
We inherit catalogs up to fully disapproved and bring them back to near-zero. Free reach.
73%
Placement spend wasted
Of Display and PMax placement spend lands on placements that never convert. Apps and video carry it.
Measurement and waste
You cannot optimize what you cannot trust.
Before any bidding change, the data has to be right and the spend has to be clean.
~50%
Reporting gap closed
On one account, after a GA4 and server-side tracking rebuild.
99%
Search terms never convert
The job is finding the 1% that does. We maintain 850,000+ negatives doing it.
3x
Top-headline CTR
Versus the median headline, learned across 34,000+ ad assets tested.
91%
Carts never convert
Of add-to-carts never become a purchase. The first leak is cart to checkout, and worse on mobile.
43%
Traffic GA4 could not source
Unassigned sessions on the worst GA4 setup we inherited. A clean build holds it under 2%.
93%
Counted conversions that are sales
Across the accounts we run, the bidding-facing count kept to real purchases. 100% on the median account.
The work over time
What active management is worth, and what compounds.
The cleanest tests run across years, on the same account managed and left alone.
How to read these
Real numbers, no names
Pulled, not polished
Each number comes from our own data warehouse. Nothing is rounded up for effect, and nothing is invented.
Method, not one-offs
Each links to the Playbook that explains how we got there. The same levers repeat across very different accounts.
From accounts we run
Drawn from accounts we actively manage, anonymized by design. No client is named or linked in this series.
Want these numbers run on your account?
Start with a free Due Diligence Audit across your PPC, tracking, analytics, and landing pages. You get the findings, prioritized by what to fix first, and a proposed timeline.
Get your free Due Diligence Audit