GOOGLE ADS PPC STRATEGY WHEEL

(The problem-solving process profitable brands use to scale)

1. Identify the Problem

• CPA rising or ROAS falling??

• High spend, low conversion volume

• Irrelevant search terms leaking budget

• PMax overspending without clarity

• Traffic quality mismatch with landing page

2. Understand the Context

• New vs returning users

• Brand vs Non-Brand vs Competitor

• Device, geo, audience signals

• Upper vs lower funnel intent

• Search, Shopping, PMAX, or YouTube?

3. Define the Goal

• Max CPA or target ROAS?

• One campaign = one objective

• Scale volume or protect efficiency?

• Revenue growth or margin control?

4. List Possible Actions

• New customer acquisition or demand capture?

• Add negatives / clean queries

• Match type restructuring

• Budget reallocation

• Audience layering

• Feed optimisation (Shopping / PMAX)

• Landing page alignment

5. Test the Options

• Isolate one change

• Control variables

• Allow enough data

• Compare against baseline

• Avoid stacked tests

6. Choose What to Do

• Protect profitable segments

• Pause what's unclear

• Scale what converts cleanly

• Kill what leaks spend

7. Align the Team

• Who owns search terms?

• Who owns feeds & PMAX inputs?

• Who owns tracking & conversion setup?

• Who controls budgets & pacing?

8. Take Action & Learn

• Repeat the wheel

• Update guardrails

• Weekly performance review

• Document learnings