Axing Brand Spend Pays Off BIG

Budget overload on Brand Search

Our Google Ads audit discovered a major inefficiency—90% of the client’s PMax budget was tied to branded search. While branded campaigns delivered a comparable ROAS to acquisition campaigns, this excessive spend was limiting the client's growth potential.

A Shift Toward Acquisition

We recommended a strategic pivot—limiting branded search and PMax to just 5-10% of the total budget. With the freed-up budget, we launched new ACQ campaigns and negated brand keywords, reallocating spend toward high-impact acquisition strategies on YouTube, PMax (Acq), and Non-Brand campaigns.

Scaling smarter, driving results

This approach not only allowed the client to scale in a meaningful way, but also ensured continued engagement with brand-aware audiences. By addressing this inefficiency, we’ve helped many clients optimize their budgets for stronger results and meaningful growth.