Google and YouTube ads for D2C brands
We separate the demand you created from the demand you are merely collecting, then hold each to its own number.
brand search and Performance Max
Brand search converts at twenty percent and is close to entirely non-incremental for most brands. The customer was coming anyway, usually because Meta sent them.
Performance Max spends prospecting budget on your own brand queries and reports it as new customer acquisition.
what we run
Search
Brand gets an efficiency number and non-brand a growth number.
Shopping and the feed
Titles, attributes and product types rebuilt around how people search.
Performance Max
Asset groups by margin tier, with brand exclusions applied.
YouTube
Run as a demand channel, measured against Meta on the same blended target.
Demand Gen
Meta creative adapted for a different surface, checked for cannibalising search.
New customer accounting
Enhanced conversions, offline import and a first-time-buyer target.
the first sixty days
Split brand and non-brand
PMax brand exclusions applied. Your ROAS will drop.
Rebuild the feed
Titles and attributes rewritten around real query data.
Push non-brand
Budget moves to the campaigns that find new people.
results across accounts
Seven accounts are broken out quarter by quarter on our work page, including the quarters that went sideways.
common questions
Usually yes, as a defence against competitors bidding on you. A brand holdout in a few states sets the budget.
It is very likely eating your brand traffic and reporting it as prospecting. We exclude brand rather than turn it off.
No. We are a paid media team and will work alongside your SEO team, sharing query data.
We can, but we will push back: Google’s performance sits downstream of the demand Meta creates.
we’ll review your Google account
Brand versus non-brand split, PMax cannibalisation check, feed review.