What was at stake.
GHR's Google account had been managed by three agencies in two years. Every campaign type was crammed into a single PMax with shared budget, undifferentiated audience signals and zero conversion-import structure.
Spend was up, ROAS was sliding, and leadership couldn't tell which products or regions were profitable.
What we did.
We froze spend, exported all historical performance, and rebuilt the account architecture from a clean slate — segmenting PMax by product margin tier and adding distinct Search + Shopping campaigns where intent justified it.
Audience signals were reseeded with first-party data (CRM uploads, customer-match), and we wired in offline-conversion import so the algorithm could optimize toward closed-won, not form fills.
Bing Ads got the same treatment in parallel — usually the highest-ROAS channel nobody runs properly.
What changed.
ROAS lifted 4.2× in 90 days. CPA dropped 38%. Leadership gained per-product margin visibility for the first time.