Took over an account from another agency last week (at my new job).
It was clear this brand was overspending on inner-funnel traffic.

A quick restructure showed immediate improvements (same revenue trend, for a fraction of the adspend).


– Cut performance max
– Restructured branded search
– Deployed standard shopping
– Set up responsive display retargeting (brand-focused)
– Set attribution window from 30/3/30 to 7/1/1/ (click/engaged view/view)

Will redeploy PMAX after some tweaking of bids and product feeds.