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The Shopping Ads System
14 modules. Every protocol from research to deployment. The S.H.O.P. Protocol documented end-to-end.
$497View →
One architecture change - separating cold from warm traffic - lifted ROAS from 1.8x to 3.4x. Same products. Same budget. The system behind $60M+ in PMax spend.
16 chapters. Campaign architecture, systematic creative, and optimization cadence in one playbook. 80+ asset sets created across 160+ accounts.
30-Day "Find the Waste + Fix the Creative" GuaranteeSecure checkout via StripeLifetime access
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Two Problems. One Campaign. Zero Visibility.
Google told you to launch one PMax campaign and let the algorithm figure it out. Three months later, ROAS is flat. You've swapped headlines, adjusted budgets, even rebuilt from scratch. Nothing moves - and you can't see inside to diagnose why. (Sound familiar? It's the most common pattern across the 160+ accounts we've audited.)
Here's what's actually happening under the hood: cold prospecting traffic is competing with warm remarketing for the same budget. 96.6% of your catalog is eating spend while 3.4% of products generate 61% of conversion value. And the creative? "Shop Now." "Best Skincare." "Free Shipping Over $50." Four weeks later you check asset labels: LOW. LOW. LOW. LEARNING. LOW. The structure is wrong and the creative doesn't convert, but you can't tell which problem is causing which result.
We over-segmented asset groups on a $25K/month account. ROAS dropped 40% in 14 days. The dual framework exists because of that mistake - P.M.A.X. for architecture, A.S.S.E.T. for creative. Both problems need their own protocol.
How the P.M.A.X. + A.S.S.E.T. Protocols Work
Step 1
PREPARE
Understand what PMax actually is, then choose the right campaign architecture for your catalog size, budget, and creative resources. The 3-campaign architecture (Feed-Only + Demand Gen + Remarketing) separates traffic by intent. The decision framework prevents the #1 structural mistake we see across 160+ accounts. Includes incrementality testing so you know PMax is adding revenue, not just taking credit.
Step 2
MAKE
Build assets that convert. The Emotional Truth Extraction system reveals what your customer actually feels at the moment they're ready to buy. Then the overgenerate-and-score protocol: 25 headline candidates per asset group, scored on 6 dimensions, top 15 selected at 70+. Every headline passes the 3-Rule Filter: Visualizable, Falsifiable, Unique. Five funnel-aware descriptions. The 80-image system with mix formulas.
Step 3
ACTIVATE
Launch with the right settings. URL expansion OFF. Brand exclusions configured. Negative keywords loaded. tROAS set 20% below your break-even point. These seven settings prevent the budget leaks that cost most PMax campaigns 20-40% of their spend.
Step 4
X-RAY
See inside the black box. Read asset performance labels. Interpret search term insights. Check placement distribution. Know exactly when to replace an asset, adjust a budget, or restructure a campaign. Weekly optimization takes 30 minutes.
Step 5
TRACK
Monitor asset labels weekly. Replace LOW assets from your scored pool. Track BEST/GOOD ratios with the dashboard. Identify winning patterns. Generate fresh candidates monthly. The optimization never stops - it just gets faster.
The PMax Command Playbook
16 chapters. 5 phases. Campaign architecture + systematic creative + 7-framework creative stack + TOF presell strategy + post-deployment operations - all in one system.
This is the exact protocol we developed managing $60M+ in PMax spend. The same architecture decisions. The same Emotional Truth extraction. The same headline generation and scoring system. The same Image Mix Formula. The same optimization cadence. The only difference is you're running it instead of us.
You'll go from "I don't know what PMax is doing with my money" to knowing exactly which architecture fits your business, building creative that Google rates GOOD and BEST, and optimizing with a weekly 30-minute cadence that compounds results quarter after quarter.
Before and After the Complete Protocol
Before
- One PMax campaign mixing cold and warm traffic
- Generic "Shop Now" headlines, mostly LOW-rated
- 0.4% CTR on text assets
- No visibility into search terms or placements
- Same generic images across all groups
- No system for replacing underperformers
- "Give it more time" (month after month)
- PMax inflating ROAS with branded traffic
After
- 3-campaign architecture with clear traffic separation
- Emotional Truth headlines, 60%+ rated GOOD or BEST
- 0.8-1.2% CTR after overgenerate-and-score protocol
- Weekly X-Ray showing exactly where budget goes
- 80 strategic images (product, lifestyle, social proof, problem)
- Weekly replacement cadence from scored candidate pool
- Clear triggers for when to change vs. when to wait
- Incrementality testing proving true incremental value
What Happens When You Take Control of PMax
“We had one PMax campaign for everything. Cold traffic, remarketing, 200 SKUs all competing for the same budget. Implemented the 3-campaign architecture. Six weeks later - ROAS went from 1.8x to 3.4x. Same products, same budget, completely different structure. $8,400/month in incremental revenue.”
“Our PMax headlines were all generic. Ran the Emotional Truth Extraction and generated 25 candidates per group. CTR went from 0.4% to 1.1% in 30 days. Asset labels flipped from mostly LOW to mostly GOOD and BEST.”
“Lancôme case study from Acquisit showed +107% conversion rate from segmenting into 5 distinct asset groups by product category. Same products, same budget, same market. Just better structure.”
“Custom label strategy - Heroes, Sidekicks, Villains, Zombies. Top 10% of products generated 80% of revenue. After segmentation: 30%+ ROAS improvement. Consistently. Month after month.”
“Segmented PMax campaigns by product performance using custom labels. No other changes. 39% revenue increase. 15% ROAS improvement. 22% better spend efficiency.”
“The Image Mix Formula changed everything. We were uploading 20 product shots on white background. Google rated 85% LOW. Switched to the formula - lifestyle shots, social proof overlays, problem visualization - GOOD/BEST ratio on images jumped from 15% to 45%.”
“The settings checklist alone was worth the price. URL expansion was ON. Auto-created assets were ON. No brand exclusions, no negative keywords. We were leaking budget from five different holes.”
“$60M+ in PMax spend managed. The pattern is consistent: accounts running Google's default PMax setup waste 20-40% of budget on the wrong products, wrong audiences, and wrong placements. Fix the structure and the creative, and the algorithm rewards you within 30 days.”
What's Inside
See What's Inside
The complete playbook costs less than what most accounts waste in a single week on misallocated PMax budget.
30-Day "Find the Waste + Fix the Creative" GuaranteeSecure checkout via StripeLifetime access
Nine Bonuses Included
Value: $97
Bonus 1: PMax Launch Checklist - Day 1 Through Week 4
The exact launch sequence we follow on every PMax build. Pre-launch prerequisites, asset creation timeline, campaign setup verification, and week-by-week monitoring protocol. Tells you what to check daily (5 minutes), weekly (30 minutes), and the only changes allowed during each phase.
Value: $97
Bonus 2: Search Theme Generator by Industry
Ready-to-customize search theme templates for 8 industries (Apparel, Beauty, Home, Electronics, Health, Food, Pet, Sports) with 400+ themes. Shopping Modifier Tiers classification, 50/30/20 distribution rule, and high-relevance filtering criteria. Stop guessing what themes to use.
Value: $47
Bonus 3: Audience Signal Builder Worksheet
Structured worksheet for building audience signals per asset group. Competitor URLs, search terms, in-market audiences, customer lists. Includes signal-to-group mapping matrix, 7-Layer Angle Explosion alignment, and a worked example (premium dog food brand).
Value: $147
Bonus 4: PMax Performance Dashboard (Google Sheets)
8-tab tracking system: Campaign Overview, Asset Group Tracker, Asset Performance Labels, Search Term Insights, Placement Distribution, Weekly Optimization Log, Monthly Summary, and ROI Calculator. Conditional formatting flags problems automatically.
Value: $97
Bonus 5: Asset Performance Tracker (Google Sheets Framework)
6-tab build-it-yourself tracking system: Campaign Overview, Asset Group Labels, Headline Score Log, Image Performance, Replacement History, and Monthly Trend Dashboard. Includes formulas, conditional formatting rules, and BEST/GOOD/LOW ratio benchmarks.
Value: $147
Bonus 6: 3-Campaign PMax Setup Template
Spreadsheet with exact settings for the Feed Only + Demand Gen + Remarketing architecture. Campaign-level settings, asset group structure, budget allocation (budget x 3 calculation), device exclusions, tROAS targets, and audience signal configuration - all pre-filled for copy-and-configure deployment.
Value: $47
Bonus 7: PMax Asset Specification Cheat Sheet
One-page reference for every dimension and count: 15 headlines (30 chars), 5 long headlines (90 chars), 5 descriptions (90 chars), 20 images per asset group (7-8 landscape 1200x628, 7-8 square 1200x1200, 4-6 portrait 960x1200), 20-30 search themes, and audience signal setup. Print it. Pin it. Never look up specs again.
Value: $97
Bonus 8: Search Theme Research Protocol
The keyword research method for generating 20-30 high-relevance search themes per asset group. Covers seed keyword expansion, competitor theme extraction, informational query mining, and the relevance filtering criteria that prevent theme dilution.
Value: $97
Bonus 9: TOF PMax Campaign Planner
Presell page-to-campaign mapping template for top-of-funnel PMax. Page type selection matrix, search theme assignment, budget allocation, tROAS targets by page type, and the 30-day LTV tracking framework that proves cold-traffic ROI.
What This Is (and Isn't)
What This Is
- The complete PMax system - architecture, creative, settings, and optimization - in one playbook
- The exact protocols behind $60M+ in PMax spend across 80+ asset sets created
- Scoring rubrics, generation templates, worksheets, and dashboards you'll use every week
- Applicable to any e-commerce vertical (apparel, beauty, supplements, electronics, home goods)
- AI prompts and workflows for headline generation and scoring
- A living system with lifetime updates as PMax evolves
What This Isn't
- A beginner's intro to Google Ads (you need an active account with conversion tracking)
- A replacement for your product feed (feed quality matters - see our Feed Optimization Playbook)
- A "set and forget" automation tool (PMax needs weekly optimization, and the playbook gives you the cadence)
- Applicable to lead gen or SaaS (this is e-commerce PMax specifically)
- A promise that Google won't change PMax (they will - your lifetime updates are included)
Is This For You?
This is for you if:
- You're spending $3K+/month on PMax and can't see where the budget goes
- Your ROAS has been flat for 2+ months despite trying different assets and budgets
- Most of your PMax assets are rated LOW or LEARNING after 30+ days
- You want to understand the algorithm instead of blindly trusting it
- You're running one PMax campaign for everything and suspect that's wrong
- You've run out of headline ideas and keep writing the same generic copy
- You manage PMax for multiple brands and need a repeatable process
- You're willing to spend 5-10 focused days rebuilding your PMax properly
This is NOT for you if:
- You haven't launched PMax yet and aren't spending on Google Ads (start with basics first)
- Your store has fewer than 30 products (PMax needs catalog depth to learn)
- You want someone to manage PMax for you (we offer DFY services separately)
- You want AI-generated copy to paste without understanding why it works
- Your conversion tracking is broken (fix tracking first)
- You're not willing to follow the launch protocol without making impulsive changes
Tested Across These Verticals
SupplementsSkincareFashionHome GoodsElectronicsPet ProductsFood & BeverageFitness Equipment
Everything You Get
16-Chapter PMax Command Playbook (P.M.A.X. + A.S.S.E.T. Protocols)$1,997
Architecture Decision Framework (3-Campaign Model)$200
Emotional Truth Extraction + Overgenerate-and-Score Protocol$300
80-Image System + Image Mix Formula + Cooper Framework$200
Incrementality Testing Protocols (4 methods)$200
7-Layer Angle Explosion + Shopping Modifier Tiers + Custom Labels$200
AI Prompts & Workflows for ChatGPT/Claude$100
BONUS: PMax Launch Checklist (Day 1 Through Week 4)$97
BONUS: Search Theme Generator (8 Industries, 400+ Themes)$97
BONUS: Audience Signal Builder Worksheet$47
BONUS: PMax Performance Dashboard (Google Sheets, 8 Tabs)$147
BONUS: Asset Performance Tracker (Google Sheets, 6 Tabs)$97
BONUS: 3-Campaign PMax Setup Template$147
BONUS: PMax Asset Specification Cheat Sheet$47
BONUS: Search Theme Research Protocol$97
BONUS: TOF PMax Campaign Planner$97
30-Day "Find the Waste + Fix the Creative" Guarantee
Run the complete protocol on your account. If you don't find at least 3 structural improvements worth more than $347/month AND see your GOOD/BEST asset ratio improve within 30 days, email us for a full refund.
Frequently asked questions about The PMax Command Playbook
Ready to See Inside Your PMax?
The playbook costs less than what most accounts waste in a single week. The architecture audit shows you where the money is going. The creative system makes sure it goes to work.
30-Day "Find the Waste + Fix the Creative" GuaranteeSecure checkout via StripeLifetime access
The PMax Command Playbook
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