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Mearchy

Performance Max

Segment Performance Max by margin, not by category

Categories are an order made for humans. The algorithm needs an order made for economics.

Published on · 5 min read

The usual PMax structure mirrors the shop catalogue: one asset group per category. It is intuitive and mostly useless for steering, because within a single category you will find products at 8% and at 62% margin sitting side by side.

The alternative

  • Custom label 0: contribution margin tier (A to E).
  • Custom label 1: stock coverage, to push clearance deliberately.
  • Custom label 2: return rate in three bands.
  • One campaign with its own target per margin tier.

The effect is unspectacular and immediately visible: budget moves to where each euro of media spend leaves the most behind. And you can set a target that matches the goods instead of averaging a compromise across everything.

A campaign structure is not a picture of your assortment. It is a control instrument.

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Give us 30 minutes inside your account.

No pitch deck, no five-meeting sales process. We look at your campaign structure and tell you where we see margin on the table. If it fits, we talk about working together.

  • An honest assessment within 24 hours
  • No sales pitch, no slide deck
  • Account, data and documentation stay with you

What happens after you send it

  1. 1We get back to you within 24 hours.
  2. 2You give us read access to Google Ads and Merchant Center. Read only, nothing changed.
  3. 3You get a written assessment with the biggest levers, and we walk through it together in 30 minutes if you want.

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