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Google Ads: Search, Performance Max and App campaigns

Search, Performance Max and App campaigns bidding on clean conversion signals, with one primary action per goal. Bidding is only as good as the signal it learns from, so I start with the conversion setup before keywords or budgets.

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Judged on backend revenueFree diagnostic firstOne or two new clients a month
Four brass lines leaving one block, three ending at small caps and one reaching a brass-topped block
What you get

Deliverables

For apps, ecommerce, lead generation and licensed gaming operators.

  • Conversion action cleanup: one primary action per goal
  • Campaign structure for Search, Performance Max and App campaigns
  • Search term and placement hygiene
  • Offer tests with kill criteria written before launch
  • Reporting against backend revenue

Platforms and tools

  • Google Ads (Search, Performance Max, App campaigns)
  • GA4
  • Google Tag Manager
  • Google Ads Scripts
ILLUSTRATIVECONVERSION ACTIONSPurchasePurchase, second tagDUPLICATESign-upAdd to cartPage viewONE PRIMARY PER GOALPurchaseprimary: bidding optimizes to thisSECONDARY: OBSERVED, NOT BID ONSign-upAdd to cartPage view
One primary conversion action per goal, everything else observed.
Receipts

From my own work

Anonymized, with the denominator and the caveats left in.

Kill rule
0 new depositors

I wrote the kill rule before launch. We killed the search offer test at zero new depositors while the platform rated it the account's best cost per conversion.

Google Ads signal
1 primary action

Cleaned the bidding signal across a group's Google Ads accounts: removed deposit conversions counted more than once and left one primary first-deposit action per account.

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How it starts

Diagnostic first, then a plan

  1. Free 30-minute diagnostic

    A short form, a pre-read built from public data and a call on the three biggest opportunities.

  2. A written plan

    Scope, tests in order, the stop rule for each test and what I need access to.

  3. The work

    Setup, buying, reviews or advice, depending on the service, reported against your backend numbers with the stop rules agreed up front.

FAQ

Common questions

Do you work with Performance Max?

Yes. Performance Max gets the same rule as everything else: it is judged on backend revenue, not on its own conversion column.

Do you run Google App campaigns?

Yes, for Android and iOS, with the MMP as the source of truth and one money event per campaign.

Do you use scripts?

Google Ads Scripts for alerts and hygiene checks, such as search term and placement reviews.

Related

Often combined with

Tracking and measurement (MMP, Conversions API, server-side)

Make the numbers trustworthy before buying more: MMP, Conversions API, server-side events, SKAN and backend reconciliation.

How it works

Growth and account audits

A ranked list of what is costing you money, built by AI agents and checked line by line by me.

How it works

Mobile app user acquisition

Installs that turn into payers. Multi-network UA for iOS and Android apps, planned around payback instead of CPI.

How it works
Free · 30 minutes

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