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a nine times ROAS
usually means brand search.
Brand terms convert beautifully and grow nothing. We separate the demand you created from the demand you are merely collecting, then hold each to its own number.
the brand term tax
Brand search is cheap, converts at twenty percent, and makes any account look excellent. For most brands it is also close to entirely non-incremental. The customer was coming anyway, usually because Meta sent them.
Performance Max made this harder to see, because it will happily spend prospecting budget on your own brand queries and report the result as new customer acquisition.
The fix is not complicated. It is just unpopular, because your headline ROAS is going to drop while your actual business improves.
Split brand and non-brand into separate campaigns with separate targets. Exclude brand from PMax. We would rather show you a 3.2x that is real than a 9x that is an accounting choice.
what we run
Each surface does a different job. Run them as one bucket and the cheap conversions eat the budget meant to find new people.
Search
Brand and non-brand split, targeted and reported separately. Brand gets an efficiency number, non-brand gets a growth number, and neither hides inside the other’s average.
Shopping and the feed
Titles, attributes and product types rebuilt around how people actually search. The feed is the campaign. Most brands treat it as an export from Shopify.
Performance Max
Asset groups by margin tier, brand exclusions applied, search themes chosen deliberately. PMax is only a black box if you hand it nothing to work with.
YouTube
Run as a demand channel measured against Meta on the same blended target, not as a brand awareness line item nobody questions at the end of the quarter.
Demand Gen
Meta creative adapted properly for a different surface, with its own read on whether it added customers or simply cannibalised search.
New customer accounting
Enhanced conversions, offline import where your CRM allows it, and a first-time-buyer target so growth is visible separately from repeat.
the first sixty days
Separate the truth
Brand and non-brand split out, PMax brand exclusions applied, search term report read properly. Your ROAS will drop. That is the point.
Rebuild the feed
Product titles and attributes rewritten around real query data. Usually the single highest-return week of work in the whole engagement.
Push non-brand
Budget moves into the campaigns that actually find new people, with YouTube and Demand Gen tested against Meta on the same target.
common questions
Usually yes, but for a defensive reason rather than a performance one. If competitors are bidding on you, giving up the top slot costs more than the clicks. We run a brand holdout in a few states to find out what it is genuinely worth to you, then set the budget from that instead of from a feeling.
Because it is very likely eating your brand traffic and reporting it as prospecting. We are not turning it off, we are excluding brand so you can see what it does on its own. Sometimes it is still your best campaign. Sometimes it turns out to be a mirror.
No. We are a paid media team and we would rather say that plainly than sell you something we are average at. We will happily work alongside your SEO team and share query data with them.
We can, but we will push back. Google’s performance sits downstream of whatever demand Meta creates, and when we cannot see or influence that side we are optimising with one eye shut. Most of the value comes from running the allocation across both.
we’ll find the
non-incremental spend
Brand versus non-brand split, PMax cannibalisation check, feed review.