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In this episode, we sit down with Zavire from Pilothouse’s Google team to dissect a common problem many DTC brands face: Performance Max campaigns that stagnate after a few months of initial success.
You’ll hear exactly how Pilothouse helped Benji Sleep break out of this “PMAX plateau” by overhauling their campaign structure — and why the first move was to turn the campaigns off.
Key Learnings:
Why PMAX campaigns often stagnate after 3-4 months
The power of a 5-7 day PMAX "off period" to reset bidding algorithms
How segmentation by product or audience unlocks better signal quality and performance
Strategic product feed enhancements that drive Shopping ROI
The myth of audience signals in PMAX and how to work around it
How scripts can provide campaign-level transparency across Google placements
How a restructured PMAX approach delivered a 37% ROAS lift and 2.2x conversions for Benji Sleep
If your Google Ads results are fading, this episode gives you a practical, tested playbook to turn things around.
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Timestamps
00:00 – Why PMAX Campaigns Plateau After 3-4 Months
02:05 – Common Pitfalls: CPC Drops and Irrelevant Traffic
04:15 – How to Reset PMAX: Turn Off and Rebuild
06:30 – Campaign Segmentation for Product & Audience Clarity
08:45 – Overcoming Performance Spiral With Strategic Breakouts
11:00 – The Myth of Audience Signals in PMAX
13:00 – Strategic Feed Optimization and Supplemental Data
15:00 – Campaign Structure: Before vs After (Benji Sleep Case Study)
18:00 – Breaking Out Asset Groups vs Full Campaigns
20:00 – ROAS Lift + Conversion Volume Gains
21:20 – Using Scripts to Track PMAX Placements & Attribution
Hashtags
#pmaxstrategy #googleadsoptimization #dtcpodcast #roasgrowth #performancemarketing #ecommercetips #mediaoptimization #pilothouse #googleadscampaigns #dtcbrands
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