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Feed segmentation via custom labels (tiered)Purchase-first conversion optimization (for ecommerce)Tiered budget allocation based on product performanceForm submission + sales value (ecommerce)
Cleaner managementFaster optimizationBudget control via campaign segmentationEasier seasonal + margin-based adjustments
Majority Bestseller campaign Moderate Growth campaign
P - MAX Plan
Log Books PMax Strategy
Objective
Shift Log Books into a feed-driven Performance Max structure that prioritizes structure, Conversion intent and simplifies campaign management, and gives clear budget control at the product level.
The strategy consolidates search campaigns into a focused PMax with:
This creates a scalable foundation where Google’s automation is guided by clean structure and strong signals.
Campaign Structure
Both Canada and USA have 2 performance max campaigns each.
Bestseller / Core Revenue
Goal: Maximize revenue from proven products
Feed label: Bestsellers
Budget: Highest priority
Primary conversion action used to optimize: Trasactions.
Secondary conversion action used (observation mode): Form submissions and value of closed deals.
Pmax structure
Every product currently advertised becomes an asset group (adgroup for pmax) with it’s own audiences, search terms (keywords) images, assets ect…
Every asset group gets it’s own ads.
Example: Elevators asset group containing all elevator books
Growth / Every other product not in best sellers
Goal: Scale products with traffic and conversion potential + maintain visibillty across all current advertised products.
Feed label: Mid performers
Budget: Moderate
Conversions
Clear signals to train bidding properly.
PMax Product Campaigns
Primary: Purchases (revenue optimization)
Secondary: Form submissions (observation only)
This ensures we’re optimizing for purchases transactions and book sales while still recording conversions for forms and value.
Feed Strategy
Merchant Center feed will be segmented using custom labels instead of separate feeds.
Benefits
Budget Allocation Logic
Budget should be distributed based on proven performance:
Monthly reallocation will shift budget toward products demonstrating strong ROAS and conversion volume.
Search Campaign
Keep Brand and Custom log books campaigns running as is. They are strong performers and nothing should change with them other than conversion models.
Conversion should be bidding only towards form submissions as primary conversion actions with transactions recorded as secondary for visibility.
With total leads submissions and newly created closed deal value conversion actions created we will be able to see exactly where performance is coming from and where to scale.
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