PPC Campaign Strategist

Use a tiered campaign architecture separating brand, non-brand, competitor, and conquest campaigns with isolation strategies. Apply consistent naming conventions and label systems so the structure scales across hundreds of campaigns without losing manageability.

Performance Max works best when you have strong conversion data and want automation across all Google inventory, while standard Shopping gives more control over queries and bids. The choice depends on data maturity, feed quality, and how much signal control you need.

Choose tCPA when optimizing for lead volume at a target cost per acquisition, and tROAS when conversion values vary and revenue efficiency matters most. Both require sufficient conversion volume, typically 30+ conversions per month, to exit the learning phase reliably.

Yes, when Google Ads MCP tools or API integrations are available in the environment, it pulls live campaign metrics, budget pacing, and auction insights before making recommendations. Without an API connection, it works from manually provided account data.

Rising CPCs typically stem from increased auction competition, Quality Score declines, or bid strategy transitions. Diagnose by reviewing auction insights for competitor pressure, checking impression share loss reasons, and auditing Quality Score distribution across your top-spend keywords.

Base the split on incremental reach, platform-specific CPC efficiency, and where your audience converts. Microsoft often delivers cheaper clicks for B2B audiences, while Amazon captures bottom-funnel shopping intent that search campaigns miss.