Performance Max specialist for Google Ads growth, not vanity ROAS
Performance Max is Google’s “black-box” AI-driven campaign & will go after your easiest conversions- not net-new customers. It’s designed to go after warm & existing customers. Brand searches counted as prospecting, retargeting dressed up as new-customer growth, search terms you are not allowed to see.
As a Performance Max expert - I take that control back: Stopping brand and existing-customer leakage, maximising inventory on the right placements, and knowing when PMax should not get another pound.
The control layer
What a Performance Max consultant actually controls
Performance Max campaigns will always overattribute strongly in-platform & scoop up your easiest sales - making you spend more when growth isn't really there.
The work below is about putting control and profit logic back around the black box. Each piece feeds the others: your segmentation shapes what PMax bids on, your targeting decides what to feed it.
PMax structure and campaign consolidation
Deciding if and how many Performance Max campaigns you actually need and what belongs in each - consolidation for signal, separation for control.
Brand and existing-customer leakage
Optimise PMax the right way & stop harvesting brand searches and existing customers and reporting them as prospecting wins.
Search-term & Channel visibility
Pulling whatever search-term and placement data PMax will give up, so you are not flying blind on where the spend actually goes.
New-customer acquisition and tROAS targets
Driving new-customer acquisition through tROAS targets that map back to margins & allowable NCAC - so PMax optimises for profitable first-time buyers.
Product segmentation and asset-group logic
Structuring asset groups and listing groups so products are grouped by role and margin, not dumped into one undifferentiated group that gets treated identically - the same custom labels strategy that powers Standard Shopping.
Standard Shopping versus Performance Max
Being honest about when Standard Shopping keeps control you should not give up, and when PMax genuinely earns its place. The Google Shopping consultant page covers the Standard Shopping side in more detail.
Available services
Most new clients start with an audit - it's the lowest-risk way to see exactly how your account is performing against your P&L before committing to ongoing management.
Audit
Account & Feed Audit
One-off · From £2,500
- Find exactly where your account is leaking profit vs. just showing poor platform metrics
- SKU-level analysis - which products drive real margin vs. burning budget
- Full GMC feed review: attribute coverage, alignment to search behaviour, tailored for business needs
- Delivered with prioritised fixes, not a long list of observations & tear downs
- No obligation to continue - you own the audit
Account Management
Ongoing Account Management
Monthly retainer · From £3K · 3-month initial term, then rolling
- Audit included
- Senior specialist managing your account - not passed off to a junior focusing on ROAS
- Contribution margin and NCAC as the actual north stars, tied to your P&L
- Flat fee means I'm incentivised to grow your profit, not your spend
- Daily Slack comms. Weekly performance updates. QBRs in person if requested.
- You always own the account and the data.
Consulting & Training
Consulting & Team Training
Flexible · Negotiated per engagement
- One-off diagnosis sessions for accounts you manage in-house
- Team training on profit-first Google Ads and feed management
- Second opinion on structure, bid strategy, or campaign architecture
- Longer-term fractional partnerships where full handover isn't the right fit
All services are flat fee. No percentage of ad spend. No markup on budget. No kickbacks off growing your spend. That's not a policy - it's a structural commitment to alignment.
Who this is for
Built for brands scaling Performance Max
- UK direct-to-consumer ecommerce brands running Performance Max at meaningful scale - roughly £25k+ a month - where leakage and incrementality actually move the P&L.
- Brands worried PMax is cannibalising brand and existing customers and dressing it up as growth.
- Founders and marketers who want incremental new-customer profit, not a dashboard ROAS that flatters retargeting.
- Teams that want an honest answer on whether PMax deserves more budget - or less.