Performance Max and Demand Gen campaigns · Marketing
Use Google's automated campaigns where they fit, and keep Search where they do not.
Google steers advertisers towards its automated campaign types. Performance Max and Demand Gen take your images, videos, text, audiences and conversion goals, and decide for themselves where and when each ad appears. That can suit an account with clean tracking and enough conversions for the system to learn from. It can also spend a small budget on traffic you would never have chosen.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Performance Max and Demand Gen are Google Ads campaign types that place your ads across several Google surfaces from the assets and goals you provide. GullySales decides whether they suit your account, builds them where they do, and says plainly what you can and cannot control. Scope and fee are agreed in writing after the requirements brief.
The trade is control for reach. You give up choosing individual keywords and placements, and you gain surfaces that Search alone does not cover. What you keep is the budget, the goal, the assets, the audience signals, the location and the exclusions the platform allows. Check the platform's current rules for exactly which settings and reports are available.
This page is about deciding whether to use these formats and running them honestly. Google Ads covers Search and the core account, Google Shopping and product feeds covers the product data that shopping-led campaigns depend on, and website analytics and conversion tracking covers the measurement that automation needs before it can be trusted.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“The campaign optimises for the wrong conversion”
Automation chases whatever the account counts as a goal. If a page view, a phone-number click or a spam form counts, the campaign finds more of those and reports success.
“The budget is too small for the system to learn”
These formats improve from conversion data. A small account that records few conversions gives the system little to learn from, and the results swing instead of settling.
“Spend moves away from Search and nobody notices”
An automated campaign can take impressions that a branded or high-intent Search campaign would have won. The new campaign looks efficient because it collected buyers who were already coming.
“Reports show less than the owner expects”
You see the results the platform chooses to show. Where a report does not exist, the honest answer is that it cannot be checked, and the decision to continue has to rest on business results instead.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Fit assessment
A written view on whether Performance Max, Demand Gen, both or neither suits your account, based on your tracking, your conversion record, your budget and your goal.
Conversion goal and tracking check
We check what the account counts as a conversion and whether it matches a real enquiry or sale, and agree what must be fixed before any automated campaign starts.
Asset and audience-signal preparation
The images, video, headlines, descriptions and audience signals the campaign draws on, written and chosen for your buyers in English or the language they use.
Campaign setup
The campaign built with the goal, budget, locations, exclusions and brand controls that the platform allows. Check the platform's current rules for what each format offers.
Search overlap protection
A plan to keep branded and high-intent Search queries with the Search campaign, so the automated format adds buyers instead of relabelling existing ones.
Results review in plain words
A written account of what the campaign did, what the platform reports and what it does not, set beside the enquiries and sales your own records show.
How the result is measured
- Conversions recorded against the goal agreed for the campaign
- Enquiries and sales that match those conversions in your own records
- Cost per conversion, set beside the same figure for your Search campaigns
- Share of conversions that came from new buyers rather than people already searching for you
- Asset performance as far as the platform reports it
- Spend against the budget you approved
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Owners whom Google or a vendor has told to switch to Performance Max, and who want an independent view first
- Accounts with working conversion tracking and a steady record of enquiries or orders
- Businesses with strong images, video and product or service material that Search ads never use
- Stores and dealers who want to reach buyers on YouTube, Discover and Gmail as well as Search
- Teams already running Search who want to test an automated format against it with a fixed budget
Not for
It is not the right fit if.
- You have no conversion tracking, or the tracking counts things that are not sales or real enquiries
- Your daily budget is small and your account records few conversions; the system has too little to learn from, and Search with chosen keywords gives you more say
- You need to know exactly which search terms or placements your money went to, and you will not accept limited reporting on them
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs
- 1
Requirements brief
We start with a brief: what you sell, what counts as a good enquiry or sale, your budget, your tracking and what has been tried in Google Ads. Scope and fee are agreed in writing after it.
- 2
Decide whether the format fits
We read the account against the brief and tell you in writing whether an automated campaign suits it. If Search or fixing the tracking comes first, we say so.
- 3
Prepare goals, assets and signals
We correct the conversion goals where needed and prepare the creative assets and the audience signals the campaign will use.
- 4
Build and launch within agreed limits
The campaign is built with the controls the platform offers, a budget you have approved and exclusions that protect your Search campaigns.
- 5
Review against your own records
We compare what the platform reports with the enquiries and sales you can see yourselves, and agree whether to continue, change or stop the campaign.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Is Performance Max better than Search?
What can I control in these campaigns?
Do I need a large budget?
Will it bring more leads or sales?
How is this priced?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Performance Max and Demand Gen campaigns, written for your industry.
Related services
Often bought with this, or instead of it.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.