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7FA SOP Example

Paid Acquisition

Google Ads — Performance Max Playbook

What

Section titled “What”

TODO — when Performance Max is the right tool versus Search or Shopping alone.

Who owns it

Section titled “Who owns it”

TODO — Head of Paid Media.

Steps

Section titled “Steps”
  1. TODO — confirm the client has enough conversion volume (rule of thumb here).
  2. TODO — build asset groups by theme, with audience signals.
  3. TODO — set exclusions (brand, placements) and bidding strategy.

Definition of done

Section titled “Definition of done”

TODO — first 14 days have clean data, no brand cannibalization, and a baseline CPA.