There's some genuine new customers there, but you're limited by how many people are actually searching those keywords.

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And while PMax is busy chasing both of those, it's not reaching the broader terms where the real scaling happens.

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That's where new demand lives.

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And that's what PMax is leaving on the table.

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The fix is structure.

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Brand traffic gets isolated into a dedicated search campaign and excluded from everything else.

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That way, you're not paying PMax to capture sales that were already yours.

PMax then does what it's actually good at. 

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Reaching people who don't know you yet - feed only in most cases.

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No asset groups stuffed with images and headlines that dilute the signal.

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Standard Shopping and Standard Search sit alongside it, each with a specific job.

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Every campaign has a role.

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None of them are fighting each other for the same traffic.

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We built this structure for a brand doing £600k a month on Google.

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They're now doing £2.6M.

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The accounts we audit that can't scale almost always look the same.

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PMax doing everything. 

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Brand terms mixed in. 

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Feeds untouched for months.

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The ROAS looks okay, but there's no growth.

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And there won't be until the structure changes.

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Google will never tell you to build it this way because handing them the budget and walking away is a lot easier for them to sell to you.

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Doing over £1M a year and your Google Ads account looks like this?