Partner · Acquisition
Google Ads built around Performance Max.
BRCG is a certified Google Ads partner agency. We architect Google Ads programs across Search, Performance Max, YouTube, Display, and Demand Gen — with offline conversion uploads, value-based bidding, and incrementality testing that proves the spend earns its place.
Google Ads partner agency
Brands with $25K+/mo Google Ads spend, value-based bidding ambitions, and offline conversion data to feed back into the platform.
What we ship on Google Ads
Capabilities.
Production-grade Google Ads work, not theoretical knowledge. Each line below maps to programs we've shipped — across the platform's actual surface area, not the marketing site's.
Architecture
Search + PMax + YouTube.
Account structure that gives Performance Max enough room to learn without cannibalizing Search. Asset groups, audience signals, and feed-driven creative.
Bidding
Value-based bidding + offline conversions.
Target ROAS or Maximize Conversion Value with offline conversion uploads (or Enhanced Conversions for Web). Conversion value adjusted for LTV.
Creative
Production for PMax assets.
Creative briefing for PMax asset groups — image, video, headline, description. Iteration cadence tied to performance signals.
Measurement
Incrementality testing.
Geo holdouts, conversion-lift studies, MMM model inputs. We measure the lift, not just the platform-attributed conversions.
Demand Gen
Demand Gen campaigns.
The successor to Discovery campaigns. Lookalike + interest targeting across Gmail, YouTube, Discover, and Display.
Reporting
Live dashboard.
CAC, ROAS, LTV-adjusted spend, channel-mix view. Daily refresh from Google Ads + GA4 + your warehouse.
Google Ads · in production
Fluent in Google Ads.
Google Ads's proprietary surface area, defined — the primitives we ship in every day, not vocabulary we picked up reading the docs once.
Performance Max (PMax)
Google's AI-driven cross-format campaign (Search + Display + YouTube + Gmail + Discover)
Asset Group
Creative bundle inside a PMax campaign (replaces ad groups for PMax)
Audience Signal
First-party data + custom segments fed into PMax targeting
tROAS / tCPA
Target Return on Ad Spend / Cost Per Action — value-based bidding strategies
Enhanced Conversions
First-party data passed through conversion tags for improved attribution
Offline Conversion Upload
Importing CRM-attributed conversions back into Google for bidding
GA4
Google Analytics 4 — successor to Universal Analytics
Demand Gen
AI-driven campaign type spanning Gmail, YouTube, Discover (replaces Discovery)
How we work
Phased delivery.
Each phase has a defined output. Nothing ships without one.
Week 1-2
Google Ads audit.
Account structure, conversion tracking, bid strategy, asset coverage, audience signals. Sized inefficiency.
Week 3-5
Restructure.
PMax + Search architecture. Asset groups built. Audience signals layered. Conversion tracking validated.
Week 5-8
Value-based bidding.
Offline conversion upload pipeline. tROAS implementation. Enhanced Conversions live.
Month 3+
Incrementality + scale.
Geo holdout testing. Conversion-lift studies. Weekly readouts and budget recommendations.
Proof
It works on Google Ads.
FAQ
Questions we hear.
Is BRCG a Google Ads partner?
Yes. BRCG is a certified Google Ads partner agency. We run Google Ads programs across Search, Performance Max, YouTube, and Demand Gen for DTC, SaaS, and consumer brands.
What's the right account structure for Performance Max?
PMax needs enough volume and conversion data to learn (typically $5K+/mo and 30+ conversions/mo per campaign), and enough room not to cannibalize your Search campaigns. BRCG's typical structure: brand Search separated, non-brand Search separated, and PMax with asset groups by product category or persona.
Can BRCG implement offline conversion uploads?
Yes. We wire offline conversion uploads from CRM-attributed conversions back into Google for bidding. Most common pipe: HubSpot or Salesforce → middleware → Google Ads conversion endpoint. Enhanced Conversions for Web is the prerequisite.
How do you measure incrementality on Google Ads?
Geo holdouts are the gold standard — turn off ads in matched markets for 4–8 weeks, measure delta. Conversion-lift studies inside Google work but are more expensive. MMM model inputs provide a third lens. We use the combination, not any one alone.
What size brands work best with Google Ads at BRCG?
BRCG works best with brands spending $25K+/mo on Google Ads, with offline conversion data available, and where value-based bidding can outperform manual or maximize-conversions strategies.
In their words
What the teams say.
BRCG operates like they're part of our team. Senior people doing the actual work, fast turnarounds, and they understand the complexity of our scale without needing hand-holding.
Director of CRM
Discord
Discord
Not sure if Google Ads is right for you?
Book a call. We'll tell you honestly — and back it with data from programs we've built on every platform we partner with.
Book a call