CASE STUDY 06
May 2026 – June 2026 • AI Media / PMax • Canada
DATE / PERIOD
May 2026 – June 2026
WORKSTREAM
AI Media / PMax
MARKET
Canada
BUSINESS PROBLEM
Search was not demonstrating incremental sales relative to PMax, creating an opportunity to reallocate spend.
WHAT I DID
Led the switch-over through three budget-cap waves and manual bid adjustments while absorbing Search spend into PMax.
IMPACT
Search spend −97% ($183K → $7K/month); ~$2.1M/year wasted-spend opportunity identified; negligible sales drop through transition.
TOOLS / SKILLS
Google Ads • PMax • Budget Governance • Experimentation • Strategy