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PERFORMANCE MAX
Without audience signals, brand exclusions, and correctly structured asset groups, PMax defaults to the path of least resistance — your existing brand searches and retargeting pools. We audit, rebuild, and monitor PMax campaigns for UK businesses who need genuine new-customer growth.
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/ This is for you if
UK E-commerce Stores on Shopify or Magento
Multi-Location UK Retailers and Service Businesses
UK Brands Scaling Google Ads Past £10,000/Month
/ What's broken
Google's out-of-the-box PMax uses broad interest categories as audience signals. These tell the algorithm almost nothing about your actual buyers, so it explores widely and slowly — burning budget on audiences that will never convert at your target CPA. Without CRM-based signals, PMax takes months to learn what your customers look like.
PMax does not automatically exclude your branded keywords. It often captures conversions from users who were already searching for your brand name or visiting your site, inflating ROAS figures and making the campaign look far more efficient than it is. You are paying Google for customers who would have found you anyway.
One asset group covering your entire product catalogue forces the algorithm to mix signals across completely different buying journeys. A summer dress and a winter coat do not share the same customer intent, seasonality, or conversion path. Undifferentiated asset groups produce mediocre performance across the board.
If your conversion events are misfiring — duplicate tracking, missing purchase values, unverified GA4 import — PMax is optimising towards noise. We regularly find UK Shopify and Magento stores where the reported conversion volume overstates actual revenue by 30–60% because of duplicated tag configurations.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We audit every conversion action in the account: Google Ads tags, GA4 imports, and any server-side setup. We identify duplicates, verify purchase value accuracy, and confirm that PMax is optimising against real revenue events before any rebuild begins. This is completed within the first five days.
We restructure asset groups by product category, seasonal range, or service line — whichever segmentation reflects genuine differences in buyer intent. Each group gets its own headlines, descriptions, and imagery. We write copy to British English standards throughout, with correct spelling and register for UK audiences.
We work with your CRM data to build customer match lists and lookalike segments that reflect your actual buyer profile. These signals are uploaded before the campaign goes live so the algorithm does not waste the learning phase on irrelevant audiences. For UK retailers, this typically includes purchase history segments by product category and order value.
We implement brand exclusion lists at the campaign level and restructure any existing Search campaigns to protect branded traffic. This ensures that PMax is measured on its true contribution — net-new customers — rather than recycled brand intent. We document the exclusion logic so it can be maintained as the brand grows.
We build a reporting layer that separates PMax contribution from brand and retargeting activity, so you can see what the campaign is actually generating in new customer revenue. Weekly performance reviews are included for the first month, with a structured handover document at the end of the engagement.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyPerformance Max is a single campaign type that runs across Google Search, Shopping, Display, YouTube, Gmail, and Maps simultaneously using one budget. Unlike Search campaigns, you do not bid on individual keywords — the algorithm decides where to show your ads based on conversion signals and audience data. This breadth is the appeal, but it also means that without correct configuration the algorithm will follow the path of least resistance rather than your business objective.
Google migrated all Smart Shopping campaigns to Performance Max in 2022. The new campaign type includes all the placements Smart Shopping used, plus Search, YouTube, Gmail, and Maps. UK retailers who have not revisited their campaign settings since the migration are often running with the default configurations Google applied during the transition, which are rarely optimal for their specific product catalogue or customer profile.
Standard Search campaigns can be tightly controlled with keyword lists and negative keywords. PMax has very limited keyword exclusion options natively — it will serve on branded queries unless you explicitly add brand exclusion lists at the campaign level and protect branded terms through a separate Search campaign with higher priority. Without this setup, your PMax ROAS figure includes conversions from users who were already searching for your brand name, which overstates the campaign's true contribution to growth.
The five-day audit covers a full conversion tracking review, asset group analysis, audience signal assessment, brand exclusion audit, and a written rebuild plan. Pricing is confirmed during the initial call based on account size and complexity. There is no retainer requirement — the audit is a standalone deliverable, and you choose whether to proceed with the rebuild.
PMax requires a learning phase after any significant structural change, typically two to four weeks. You should expect performance to be variable during this period. Measurable improvement in verified new-customer metrics generally becomes visible in the four-to-eight-week window after launch, depending on the volume of conversion data the account generates each week. We share weekly performance updates throughout so you can see the trajectory as it develops.
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Most UK advertisers running Performance Max are measuring inflated ROAS figures because brand conversions are mixed in with net-new customer acquisition. The five-day audit separates real performance from reported performance and gives you a concrete rebuild plan. There is no retainer and no obligation beyond the audit itself.
5-day turnaround · PMax audit + signal review · No retainer requiredIgnited Nepal
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