Google is auto-migrating DSA, broad match, and auto-assets to AI Max from September 2026. Here is what you actually control, and how to migrate on your own terms first.
Campaign-level negative keywords, granular brand exclusions, and channel-level reporting have all landed in Performance Max. Here is what actually changed and how to use it.
Attribution has quietly become a board-level argument. A pragmatic, defensible framework for moving beyond last-click without losing the finance team's confidence, drawn from three years of rebuilding measurement at scale.
The debate about Performance Max versus Standard Shopping campaigns has produced more heat than light. The honest answer depends on the account, the catalogue and the measurement setup. A structured framework for making the right call for your specific situation.
Most Performance Max underperformance is a feed problem. The campaign structure and bidding get the attention, but it is the product data quality, title logic and custom labels that determine what gets served, to whom and at what margin.
Broad match has a reputation it mostly earned in 2018. The match type has changed significantly, and dismissing it entirely is leaving incremental volume on the table. Here is how to give it a fair trial without blowing your budget on irrelevant queries.