Working as a performance marketer for direct-to-consumer brands requires juggling multiple roles simultaneously. However, when managing comprehensive Google Ads strategies across Search, Shopping, YouTube, Display, and Performance Max (PMax), a clear structure is critical.

I recently revisited my approach to ensure each campaign clearly serves its intended purpose—especially when leveraging PMax for new customer acquisition without negatively impacting other ongoing efforts.

Here's my approach:

Campaign Strategy: Defined Roles for Optimal Performance
Each campaign functions like a team member, tasked with specific objectives—prospecting, engaging interest, converting sales, or maintaining customer relationships. This clear division ensures efficiency and streamlined account performance.

Prospecting: Acquiring New Customers In this initial phase, the primary goal is capturing the attention of completely new audiences. My approach uses YouTube, Discovery, Display, non-branded Search, and a dedicated PMax campaign specifically aimed at first-time visitors. At this stage, I typically use Maximize Conversions or Target CPA bidding rather than ROAS-based strategies.

To precisely target new customers, I exclude previous buyers with Customer Match lists. Broad match keywords are combined with strong audience indicators like demographics, in-market interests, and previous website visitors. In the dedicated prospecting PMax campaign, I activate the New Customer Acquisition feature, upload customer lists, and assign extra value to new buyers, enabling the algorithm to prioritize fresh audiences.

Consideration: Building Interest and Trust
Once users display initial curiosity, the strategy shifts to education and relationship-building. Here, I employ remarketing through YouTube and Display ads, alongside Search campaigns targeting competitors' keywords. The primary objective is deepening engagement rather than immediate sales.

Creative content at this stage emphasizes product information, customer stories, and brand credibility. Targeting includes users who visited the site but didn’t yet convert. Bidding methods remain aligned with Maximize Conversions or Target CPA.

Conversion: Securing Purchases
At this critical juncture, performance is paramount. Campaigns here include Standard Shopping, Branded Search, general PMax campaigns, and robust remarketing via YouTube and Display. My bidding strategy shifts toward Target ROAS or Maximize Conversion Value, considering product margins.

To optimize results, I segment Shopping campaigns by product margin or pricing, ensuring profitable items are emphasized. Branded Search defends brand visibility, aggressively targeting a high impression share. The general PMax campaign enhances overall performance by targeting a higher ROAS, complementing rather than conflicting with the prospecting efforts.

Retention: Enhancing Lifetime Value
After the initial sale, retention becomes the focus, incorporating strategies for upselling, cross-selling, and customer re-engagement. Tools used include PMax campaigns utilizing uploaded customer lists, Display remarketing, and email integrations to maintain brand presence and encourage repeat purchases.

Bidding at this stage involves elevated ROAS targets or a more aggressive Maximize Conversion Value strategy, optimizing for profitability. I leverage post-purchase customer data to tailor ads aligned with reorder timings, bundles, or products known for repeat buying behavior.

Optimizing PMax Campaigns: Clear and Distinct Objectives
To prevent overlap and unnecessary spending, I separate PMax into two distinct campaigns: one strictly for prospecting and another supporting overall account performance.

The prospecting-focused PMax campaign utilizes the New Customer Acquisition setting, uploaded customer data, and strategically low ROAS targets to scale aggressively.

The general performance-oriented PMax campaign targets broader signals with higher ROAS expectations, complementing the dedicated prospecting initiative without interference.

This well-defined structure provides better budget management, clearer analytics, and enhanced performance efficiency, ensuring each campaign efficiently fulfills its designated role.