Search captures explicit category demand
Non-brand Search can acquire customers already expressing product or problem intent, while brand Search is measured separately so existing demand does not hide acquisition economics.
Shopping makes the product part of the ad
Product data, price, image and Merchant Center quality directly participate in the auction. Feed quality and product economics therefore affect media performance.
PMax can extend the acquisition system
When conversion values, feeds and creative are strong, PMax can add automated reach across Google inventory. We evaluate it alongside Search and Shopping rather than in isolation.
CRO determines what paid traffic is worth
Landing pages, product pages, checkout friction, merchandising and offer clarity can materially change how much a business can afford to pay for traffic.