PMAX Restructure to Support Profitable Scale

Context

Performance Max was being used primarily as a keyword and branded capture tool, limiting incremental growth.

Constraint

A capture-heavy structure increased costs and CPAs without expanding valuable new customer demand.

Strategic Decision

Reposition PMAX around product-level growth and creative designed to support discovery, with success defined by value rather than short-term CPA alone.

What Changed

• Rebuilt asset groups around product-level splits proven to drive stronger new customer LTV
• Updated creative strategy to support broader discovery
• Refocused measurement to align with long-term value creation

Results

• Cost increased 270%
• Revenue increased 425%
• CPC decreased 38%

Why It Matters

The objective was not cheaper traffic, but more valuable traffic. This restructure shifted PMAX from a defensive channel into a scalable growth lever.