The Tactical Budget Playbook: Allocating Spend Across Search, Display, and Performance Max in the AI-Dominated Landscape
The changes in Google Ads have been a major factor in how budgets are distributed across the digital scene. Most notably, Performance Max (PMax) has been the main driver to shift the focus from a mere channel-driven way of working to a goal-aware, AI-powered one. This change makes it a question of how to strategically […]