I manage Google & YouTube Ads for DTC brands spending $15k–$500k/mo. I find where your budget is leaking — fix the foundation — then we scale.
Clean separation between branded and non-branded campaigns from day one. Your branded campaigns capture existing demand — your non-branded campaigns create new customers. Mixing them together hides the real picture. New Customer ROAS is the number that actually tells you if Google is growing your business.
Cold audiences who've never heard of your brand need to see you before they'll buy. Demand Gen warms them up with lifestyle creatives — real people, real context. PMax scales way easier once the audience is warm. Most brands skip this step and wonder why their CAC is sky high.
PMax left alone defaults to hoovering up branded search — easiest conversion to claim credit for. It needs SKU-level asset groups, brand exclusions, supplemental feeds, and audience signals to actually work for growth. "Set it and forget it" is Google's pitch to spend more of your money. Not a real strategy.
If your Merchant Center feed is broken, your campaigns never had a chance. Full setup, title optimization (keyword-led, 130–150 chars), supplemental feeds, and suspension recovery. Most GMC suspensions have a clear fix — Google's emails are vague on purpose. I find the actual cause and appeal properly.
Weekly Slack reports with week-over-week trends — spend, revenue, ROAS, New Customer ROAS, CAC — broken down by brand vs non-brand. MER is the headline metric, not what Google claims in its own dashboard. Northbeam setup and full attribution config included for higher-spend accounts.
Most Google accounts I audit are burning 40–60% of their budget on branded search — people who were already going to buy. You're not scaling new customers. You're paying Google to intercept your own existing demand.
Split brand from non-brand. Run the real numbers. Your actual new customer ROAS is probably around 1.2–1.8x, not the 4x+ you're seeing in the dashboard.
Calculate your real ROAS →Most DTC brands send cold Google traffic straight to their product page. That's where new customers drop off. I test and build the pages that actually convert cold traffic — before it ever touches your PDP.
Editorial-style pages that rank your product against competitors — written to feel like an independent review. Cold traffic trusts them. We test headlines, hooks, and layouts to find what actually moves the needle.
Direct competitor comparison pages that put your brand next to the big names — and win. We test the framing, USPs, and proof points used. The right comparison page can significantly drop your CAC.