Ads Legendary
Google Ads
INTENT · PRODUCT ECONOMICS · RETAINED VALUE

The auction is automated. The inputs aren't.

Onboard Google Ads depth inside the team you already have. We give Search, Performance Max, Shopping, Demand Gen, Video, Display and App a distinct job - then connect every job to margin, signal quality and the next best dollar.

SEARCH · PMAX · SHOPPING · DEMAND GEN · VIDEO · DISPLAY · APPENHANCED CONVERSIONS + OFFLINE IMPORTSMARGIN-AWARE ACCOUNT ARCHITECTURE
Google Ads / query architecture
payroll software for multi-country teams ⌕
COMMERCIAL QUESTION
BRANDProtect known demand
CATEGORYCapture active evaluation
PROBLEMMeet the buyer in their words
COMPETITORConquest under controls
HIGH MARGINWeight value into bidding
QUERY CONTROL → CONVERSION VALUE → MARGINAL CAC
CURRENT GOOGLE ADS CAMPAIGN ARCHITECTURE

Seven buying systems. Seven different commercial jobs.

No five-column summary. Each campaign type gets room to explain when it belongs, what inputs govern it, what a buyer should see, and which outcome earns the next dollar.

01SEARCH

Meet the buyer at the exact moment the need becomes language.

Search is the control lane for declared intent. It tells us what buyers call the problem, which claims earn the click, and where brand, category, competitor and problem demand should stop sharing one budget.

WHEN TO USE IT
Use it when buyers actively search for the product, problem, category or competitor - and a qualified click can lead to a measurable sale, lead or downstream revenue event.
HOW WE RUN IT
Query families, match strategy, negatives, ad-to-landing continuity, audience observation, conversion value and offline CRM feedback.
OUTCOMESQuery controlQualified conversionMarginal CAC
SEARCH RESULTS / QUERY DECISIONGOOGLE SEARCH
enterprise payroll software europesearch
Sponsored · example.com/payrollMulti-country payroll without the reconciliation drag

One operating layer for payroll, compliance and proof across Europe.

Country coverageIntegrationsCompliance guide
QUERYCATEGORY · HIGH INTENTROUTE → EU LANDING PAGE
PLATFORM-NATIVE INTERFACEQuery control
02PERFORMANCE MAX

Let automation expand reach without letting it rewrite the commercial brief.

Performance Max can find conversions across Google's inventory, but only after the goal, value model, asset groups, feed labels and brand controls tell it what a good conversion actually is.

WHEN TO USE IT
Use it when conversion tracking is mature, there is enough signal and creative coverage, and the business wants goal-led expansion across Google's inventory.
HOW WE RUN IT
Asset groups by intent or margin, audience signals, search themes, product feeds, brand exclusions, value rules and channel-level diagnostic reads.
OUTCOMESIncremental conversion valueCross-inventory scaleEconomic control
PMAX / GOAL + INVENTORY SYSTEMALL GOOGLE CHANNELS
PRIMARY VALUEQualified revenueValue rule · margin tier A
SearchShoppingYouTubeDisplayGmailMaps
ASSET GROUP · CORE CATALOGAUDIENCE SIGNAL · HIGH-VALUE BUYERSBRAND EXCLUSION · ACTIVE
PLATFORM-NATIVE INTERFACEIncremental conversion value
03SHOPPING

The product feed is not plumbing. It is the account's commercial control surface.

Shopping turns product data into the ad. Titles, GTINs, category, stock, price and margin labels decide what can enter the auction - and whether scale lands on the products the business actually wants to sell.

WHEN TO USE IT
Use it for ecommerce catalog demand where price, availability and product attributes are central to the buying decision.
HOW WE RUN IT
Merchant Center health, title and taxonomy repair, custom labels, product-group isolation, negatives, promotions, margin tiers and stock-aware budgets.
OUTCOMESFeed approvalProfitable SKU mixContribution-aware ROAS
SHOPPING / FEED ECONOMICSMERCHANT CENTER
SKU A
SponsoredHero serum

$84 · 62% margin

SKU B
SponsoredDaily SPF

$42 · 54% margin

SKU C
SponsoredTrial kit

$29 · 41% margin

FEED HEALTHGTIN ✓STOCK ✓MARGIN LABEL ✓
PLATFORM-NATIVE INTERFACEFeed approval
04DEMAND GEN

Create visual demand before it appears as a search query.

Demand Gen is Google's visual prospecting and consideration lane across YouTube, Discover, Gmail, Maps and Display inventory. It is where story, audience and product-feed inputs can build demand without hiding inside a PMax total.

WHEN TO USE IT
Use it when the product benefits from visual explanation, the growth plan needs new demand, or remarketing needs richer formats and more audience control.
HOW WE RUN IT
Channel controls, lookalike segments, customer and custom segments, 1:1 - 4:5 - 9:16 assets, product feeds, frequency and conversion or lift measurement.
OUTCOMESNew demandCreative learningAssisted conversion
DEMAND GEN / VISUAL INVENTORYYOUTUBE · DISCOVER · GMAIL
DISCOVER
4:5 PRODUCT STORY
A faster way to close the month.

Proof-led visual prospecting for finance teams.

YouTubeShorts + in-feed
DiscoverImage + carousel
GmailNative expansion
Maps + DisplayControlled reach
PLATFORM-NATIVE INTERFACENew demand
05VIDEO

Earn attention, teach the category, then measure what the attention changes.

Video should not be reduced to cheap views. It can establish the problem, build proof and create the search demand that Search later harvests - provided the hook, audience, sequence and incrementality read are designed together.

WHEN TO USE IT
Use it for category education, product explanation, launch reach, remarketing sequences and markets where the query needs to be created before it can be captured.
HOW WE RUN IT
Shorts and in-stream roles, hook and hold analysis, custom segments from search language, customer data, exclusions, brand lift and search pull-through.
OUTCOMESQuality attentionDemand creationBranded-search lift
YOUTUBE / DEMAND SEQUENCESHORTS · IN-STREAM
play_arrowYOUTUBE · 0:30Show the problem before the buyer searches.
HOOKProblem in first 3s
QUALITYCompleted by target role
NEXT SIGNALSearch · site · account intent
PLATFORM-NATIVE INTERFACEQuality attention
06DISPLAY

Buy selective reach - not an ocean of cheap impressions.

Display earns a role when placement, audience, frequency and verification are controlled. It is strongest as a precise remarketing, contextual or account-based layer - not as a generic reach line in a media plan.

WHEN TO USE IT
Use it for qualified remarketing, contextual reach, named-account coverage and narrow publisher or placement strategies.
HOW WE RUN IT
Placement allowlists, exclusions, frequency caps, contextual themes, audience overlays, viewability, brand safety and incrementality checks.
OUTCOMESIncremental reachFrequency controlVerified delivery
DISPLAY / CONTROLLED REACHCONTEXT · PLACEMENT · FREQUENCY
ADVERTISEMENTClose faster across every market.Contextual · finance operations
PLACEMENT ALLOWLISTFREQUENCY 2 / 7DVIEWABILITY GATE
PLATFORM-NATIVE INTERFACEIncremental reach
07APP

The install is the beginning of the value model - not the finish line.

App campaigns become commercially useful when bidding moves from installs to activation, subscription, approval, purchase or retained value. The event map must reflect the app's real revenue curve.

WHEN TO USE IT
Use it when app events are instrumented, a meaningful post-install action is available, and MMP or GA4 data can distinguish retained users from cheap installers.
HOW WE RUN IT
Store and deep-link readiness, GA4 or MMP events, consented audience lists, event prioritization, value bidding, geo and cohort-quality feedback.
OUTCOMESActivated usersRetained cohortsLifetime value
APP / EVENT VALUE LADDERGA4 · MMP · DEEP LINKS
appsValue eventGA4 + MMP
01INSTALLEntry
02ACTIVATEFirst value
03SUBSCRIBERevenue
04RETAIND30 value
PLATFORM-NATIVE INTERFACEActivated users
CURRENT TAXONOMYGOOGLE ADS · SEARCH, PERFORMANCE MAX, SHOPPING, DEMAND GEN, VIDEO, DISPLAY AND APPPlatform names and delivery options change. The commercial job stays explicit.
SIGNAL → GOVERNANCE → VALUE

Google measurement must reconcile channel, product and customer value.

01CONSENTED SIGNALGoogle tag · GA4 · app events
02MATCH + RECOVERYEnhanced conversions · offline imports
03CONVERSION GOVERNANCEPrimary actions · value rules · dedupe
04ATTRIBUTIONData-driven attribution + incrementality
05BIDDINGtCPA · tROAS · retained value
CROSS-CHANNEL OPERATING DASHBOARD
-14%CAC TREND
+11%CONVERSION VALUE
+92%FEED APPROVAL
+74%SIGNAL MATCH
DAILYquery waste · feed errors · pacing
2× WEEKasset groups · decay · cohorts
WEEKLYincrementality · marginal ROAS
MONTHLYconversion governance · value model
PLATFORM-NATIVE OUTPUTS

Show the account work buyers recognize.

These are native-style renderings that mirror the account surfaces our pods work in.

Sponsored · payroll.example

Payroll compliance across every market

Connect payroll, HR and country-specific statutory proof in one platform.

Request a walkthroughSee integrationsGermany payroll
HIGH-MARGIN SKU
Shopping · Feed label A

Hero product

$84 · 62% marginGTIN APPROVED · IN STOCK
PMAX / ASSET GROUP

Core catalog · margin tier A

Search themescategory · problem · proof
Audience signalhigh-value purchasers
Brand exclusionactive
PLATFORM-SEPARATED CASE EVIDENCE

The page should prove Google work with Google evidence.

These are working cases from the Ads Legendary master deck. Metrics, definitions and sources remain gated for reconciliation before external publication.

B2B SAAS · US

CRM stages returned to Google bidding.

BEFORE$310 CPL
→
AFTER$186 CPL

Split brand, non-brand, competitor and solution demand; fenced PMax with branded negatives.

D2C SKINCARE · INDIA

The feed became a commercial control surface.

BEFORE2.8× ROAS
→
AFTER4.6× ROAS

Margin-priority feed scoring, missing GTIN repair and low-margin SKU deprioritization.

FINTECH · INDIA

The conversion moved beyond the install.

BEFORE6% approval
→
AFTER13% approval

Bureau outcomes returned to keyword level; generic terms and negative geographies suppressed.

PUBLICATION STATEClient names and identifying details are withheld under NDA. Figures come from the engagement's own accounts and CRM.
ONBOARD GOOGLE ADS DEPTH

Capture intent with the account, signal and value model working as one.