Don’t trust the settings Google (and your ad agencies) set up for you.

Some of their recommendations can wreck your ROAS if you’re not careful.

Here are 11 “harmless” settings we found from $40M+ in spend this year: 1. Auto-apply Recommendations

Letting Google automatically adjust your campaigns sounds helpful.

But it’s risky.

They can make changes that don’t align with your goals and waste your $.

Turn it off. Manually review what makes sense for your brand.

i can look at your shopping campaign setup and tell you in 30 seconds why you're not scaling

it's always the same 3 mistakes

here's what we do differently (and why it works): Before we get into our setup, let’s make this clear:

You don’t have to choose between PMax and Standard Shopping.

They serve different roles.

We use PMax for finding winning products & search terms.

Standard Shopping is best for scaling proven winners with tighter control.

We’ve helped brands rank #1 on Shopping for the most competitive searches.

Apparel, health, beauty. You name it, we’ve done it.

And today, I'm going to break down the entire strategy behind it.

Here's how we dominate the Shopping carousel WITHOUT spending tons on bids: Getting the #1 spot isn’t just about throwing money at the auction.

Google ranks Shopping Ads based on 4 factors:

- Product feed optimization
- Merchant center performance
- Bidding amount
- User experience

Let’s talk about how you can optimize them for better ranking.

The most underrated way to get new customers with Google Ads:

Advertorials.

Here’s a sneak peek into one of our most profitable types of ads: So what are advertorials?

They’re a blend of ads and informational content.

They are designed like regular blog posts or articles.

But they subtly promote a product.

I’m surprised no one talks about using AI to create Shopping ads.

We’ve been running it across a few client accounts and it’s ripping for us right now.

This is the workflow we use:🧵 A while ago, we did a test on 2 different product images.

Over 90 days, here’s the result:

- Variation A: $189,645
- Variation B: $8,970

That’s a 21x difference. Just by switching the image style.

If you know how to test Google Shopping campaigns, you can scale any e-commerce business.

Here’s how we do it (most media buyers don’t know how): A while ago, we did a test on 2 different product images for a client.

Same product, same price, similar titles.

Over 90 days, here’s the result:

- Variation A: $189,645
- Variation B: $8,970

That’s a 21x difference. Just by switching the image style.

The most underrated ads channel right now:

YouTube Ads.

My agency’s generated millions of dollars for clients with it.

Here’s how we did it (without spending thousands of $ on creatives): YouTube is one of our most reliable acquisition channels.

The idea that, “it’s only for brand awareness.”

That’s simply not true.

It’s driven 6, 7 figures in direct revenue for our clients at a 3-4X ROAS.

30+ brands hit us up every week asking why they couldn’t scale their Google Ads.

Same story every time: they bleed money in the same 8 spots.

Fixed these issues and consistently saw 2-3x revenue jumps within 60 days.

Here's the internal audit process we use to spot and fix wasted spend: 1. Conversion Tracking

We find a lot of brands accidentally count their sales twice during our audits.

They run Shopify Google & YouTube app, Klaviyo, GA4 all tracking the same purchases at once.

This confuses Google's algorithm and makes it optimize for worthless signals.

I'm sick of seeing Google Ads gurus telling people to just "do keyword research" instead of actually showing them how.

So I'm gonna drop our entire keyword research process today for $0.

Here’s how to find and scale profitable keywords fast: In this thread, I’ll show you:

- Which keywords to target
- Which tools to use
- When to use exact, phrase, broad match
- How to organize them inside campaigns

Let’s dive in…

We take every client's account through a rigid optimization workflow, week after week.

It’s boring, but it’s how we take brands to consistent 6–7 figure months.

Even new accounts.

Here’s how it works: We've transformed multiple "failing accounts" into $200k+ monthly profit machines.

It was the result of the optimizations we applied week after week.

These tasks are designed to cut wasted spend, lift ROAS, and create room to scale.

Let’s break it down.

A few tweaks to your Q4 strategy can multiply your revenue 2–5x.

We put our system in place for a wellness brand and transformed their Q4 revenue from €241K to €1.39M.

Here are 8 strategies that we used: 1. Warm up before the sale

Black Friday is super competitive.

Don't wait until the last minute to launch your ads.

Instead, run Google Ads several weeks before the sale to build demand early.

The strategy for this is pretty simple.

pMax is the easiest platform to get sales on Google.

But it’s also where eCom brands mess up the most.

Here’s the complete pMax setup guide we use to scale our 7-9 figure clients: Last month, we managed over $11M in ad spend across 20+ industries.

And for most of our clients, PMax campaigns are the biggest revenue driver.

Like for this brand, last month we generated CA$600K from PMax alone.

Let me walk you through the setup that makes it happen:

Everyone tells you to spy on competitors’ ads but never shows you how.

So today, I'm gonna drop our entire competitor research process.

Here’s how to reverse-engineer any brand’s Google Ads strategy in 10 min: 🧵 A few things I’ll cover in this thread:

- Discover your REAL competitors
- Break down any brand’s strategy in under 10 minutes
- Spot gaps in the market and exploit them.

Whether you’re spending $1k/mo or $500k/mo, you’ll walk away with a big competitive edge.

Let’s dive in:

Every product has 3-5 different customer segments.

Most brands only sell to 1.

We run a simple process to help clients identify the others and turn each into new revenue.

Here’s a step-by-step breakdown of how it works: Too many brands focus on milking the same buyers for their products.

It can work, but there’s a limit to how far you can go.

Meanwhile, there’s likely another market right beside you that would buy the same products.

When you crack it open, it can unlock serious revenue.

Spent 5 years testing every Shopping campaign strategy that exists.

Found 1 complete system that consistently scales eCom brands 3-5x.

Here's the breakdown: Before we get into our setup, let’s make this clear:

You don’t have to choose between PMax and Standard Shopping.

They serve different roles.

We use PMax for finding winning products & search terms.

Standard Shopping is best for scaling proven winners with tighter control.

Over the past 5 years, we’ve tested hundreds of landing pages for Google Ads.

We’ve found 6 that consistently outperform the rest.

They’ve generated 6, 7 figs in monthly revenue for our partners.

Here’s the breakdown: Great ads mean nothing if your landing page sucks.

I’ve seen it all the time…

Brands have an incredible product, a solid Google Ads setup…

Only to waste high-quality traffic by sending them to a bland landing page.

Let’s fix that. Here’re the formats that actually convert:

We’ve helped brands rank #1 on Shopping for the most competitive searches.

Apparel, health, beauty. You name it, we’ve done it.

And today, I'm going to break down the entire strategy behind it.

Here's how we dominate the Shopping carousel WITHOUT spending tons on bids: Getting the #1 spot isn’t just about throwing money at the auction.

Google ranks Shopping Ads based on 4 factors:

- Product feed optimization
- Merchant center performance
- Bidding amount
- User experience

Let’s talk about how you can optimize them for better ranking.

Everyone thinks you need a fat budget to win with Google Ads.

Truth is, you just need to outthink, not outspend, your competitors.

Here’s the setup we use to dominate with minimal spend: Let’s start with a tough truth:

If you don’t have much to spend, you can’t copy what big brands do.

You can’t afford 30 campaigns running at once.

Instead, you have to play the efficiency game.

Every dollar has to work hard.

The most underrated way to get new customers with Google Ads:

Advertorials.

Here’s a sneak peek into one of our team’s most profitable types of ads: We’re able to get clicks with extremely low CPCs because we’ve uncovered a traffic opportunity that most brands ignore.

99% of them compete over MOF and BOF search terms on Google.

But there’s a hidden goldmine almost no one touches:

TOF queries.

Your "winning" PMax campaign might be a complete lie.

Google won't tell you this, but PMax has a dirty secret that's destroying your growth potential.

How to spot it: First, let me tell you a story about an account we audited.

Their PMAX campaigns crushed it with a 6.96X ROAS.

But when we analyzed the data, they were getting a 0 ROAS on non-branded search.

In other words, every single click was branded.

Here’s why that’s a problem…

We review 20+ Google Ads accounts every month.

Every single time, we spot issues that crank up their CPCS and kill their ability to scale.

It's not just the small players, big brands make the same mistakes.

So here’re 10 strategies to help reduce your Google Ads CPCs: 1. Go after cheaper conversions, not cheap traffic

First of all, don’t judge clicks solely by cost.

A $5 click that converts beats a $1 click that bounces.

What matters more is how much you pay per conversion.

Focus on lowering costs for the traffic that actually converts.