Choose the signal before the bidding model
Target CPA, target ROAS and other automated approaches depend on the conversion actions and values being fed into Google. We first determine whether those signals represent valuable outcomes.
Average efficiency can hide marginal decline
An account can report an attractive blended ROAS while the most recent budget increases are materially less efficient. We watch what happens to the next dollars of spend, not only the historical average.
Budget allocation is a portfolio decision
Campaigns, products, geographies, devices and demand types compete for finite budget. Allocation should move toward the opportunities producing acceptable incremental economics.