Google Ads Devotee | 10M+ in ad spend | Stop losing profit on P-Max | Founder & PPC expert @ Prominence

Michael De Boeck

🚀 Senior Consultant Digital Advertising @ Hutter Consult AG 💸 10 Years Experience in Digital Marketing & E-Commerce 🤓 PPC & Excel Nerd 🕵‍♂️ Google Ads Detective 🖊 Content Machine 🤝 Networking Enthusiast 😎 Memelord

I’m the Google Ads Detective - nice to meet you and welcome to my network! 🤗 

No cold pitches here, and you can expect the same from me. If I need something, I’ll ask! But if you're ready to scale your digital marketing efforts or improve efficiency, here’s 𝐡𝐨𝐰 𝐈 𝐜𝐚𝐧 𝐡𝐞𝐥𝐩: 

🕵️‍♂️ Comprehensive account audits to identify growth opportunities 
🧠 Crafting tailored advertising strategies that drive real results 
🔨 Setting up high-performing campaigns from scratch 
🚀 Optimizing existing campaigns for better ROI 
🤝 Connecting you with the right person if I’m not the best fit for your project 

𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬 𝐈 𝐬𝐩𝐞𝐜𝐢𝐚𝐥𝐢𝐳𝐞 𝐢𝐧: Over the past decade, I’ve gained extensive experience managing campaigns for both e-commerce and B2B clients on platforms such as: 

👉 Google Ads 
👉 Microsoft Ads 
👉 Apple Search Ads 
👉 Amazon Ads 
👉 eBay Ads 
👉 Meta Ads (Facebook & Instagram) 
👉 LinkedIn Ads 
👉 Criteo 

I have a particular passion for Search and Shopping / Performance Max campaigns, but I’m also well-versed in: 
👉 Demand Gen 
👉 Display Ads 
👉 App campaigns 
👉 YouTube / Video campaigns 
👉 Advantage+ campaigns 

🗺️ 𝐆𝐞𝐨𝐠𝐫𝐚𝐩𝐡𝐢𝐜𝐚𝐥 𝐄𝐱𝐩𝐞𝐫𝐭𝐢𝐬𝐞: 

While I primarily focus on the DACH region (Germany, Austria, Switzerland), my experience spans across markets in Spain, Italy, France, the UK, North and South America, and the Middle East. Fluent in both German and English, I manage multilingual campaigns with ease, requiring translation assistance only for ad texts in other languages. 

🔗 𝐖𝐡𝐲 𝐜𝐨𝐧𝐧𝐞𝐜𝐭? 

I believe that great opportunities often come from unexpected connections. Let’s connect and explore how we might work together to elevate your digital marketing strategies or simply build a valuable professional relationship.

Georgi Zayakov

Just finished reading this recap of Google Ads (Google Partner) updates that were rolled out in 2025.

Here are my highlights:

𝐀𝐈 𝐌𝐚𝐱

Or Performance Max for Search. Even though performance is often a mixed bag, the rollout of AI Max is huge. In some verticals, it did wonders for my accounts. Unfortunately, it did not work particularly well for Google Grants accounts, which tend to be difficult to scale.

𝐒𝐦𝐚𝐫𝐭 𝐁𝐢𝐝𝐝𝐢𝐧𝐠 𝐄𝐱𝐩𝐥𝐨𝐫𝐚𝐭𝐢𝐨𝐧

The biggest Smart Bidding update in a decade. Essentially, it makes the algorithms more adventurous and pushes them beyond their usual comfort zone of search queries.

𝐃𝐞𝐦𝐚𝐧𝐝 𝐆𝐞𝐧 𝐂𝐡𝐚𝐧𝐧𝐞𝐥 𝐂𝐨𝐧𝐭𝐫𝐨𝐥𝐬

Depending on the vertical and the product, certain inventories perform significantly better than others. This is my favourite Demand Gen feature.

𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐚𝐱 𝐂𝐡𝐚𝐧𝐧𝐞𝐥 𝐑𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠

Since the early days of Performance Max, we relied on scripts and approximations to understand how different channels were performing. After this update, I encountered an interesting case where a widely used PMax script was wrongly attributing traffic and conversions to Display due to clicks on a logo or image asset in Search. It turned out that Display was not performing well at all in this particular case.

𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐚𝐱 𝐒𝐞𝐚𝐫𝐜𝐡 𝐓𝐞𝐫𝐦 𝐑𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠

Another update that effectively made reporting scripts obsolete.

𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐚𝐱 𝐍𝐞𝐠𝐚𝐭𝐢𝐯𝐞𝐬

Before 2025, excluding irrelevant traffic from Performance Max campaigns was extremely painful. Another step in the right direction.

Which of these updates has had the biggest impact on your accounts so far?

#GoogleAds #PPC #PerformanceMarketing #DigitalMarketing #SEA

🕵‍♂️ The Google Ads Detective 🚀 Top 100 PPC Influencer 2 years in a row 💸 10+ Years Experience in Digital Marketing & E-Commerce

Google Ads Wrapped 2025

Google shared a small PDF titled how will your ads win 2026?

Spoiler: You will not find the answer within those 7 pages.

Your ads will win 2026 if you hire me to do them for you.

How will your ads win 2026

📯 𝐁𝐫𝐞𝐚𝐤𝐢𝐧𝐠 𝐍𝐞𝐰𝐬: 𝐀𝐬𝐬𝐞𝐭 𝐀/𝐁 𝐓𝐞𝐬𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐚𝐱 𝐢𝐧 𝐁𝐞𝐭𝐚 🔥 

I did not expect Google to launch something this significant in the first working week of January, but this was a pleasant surprise.

A new beta feature now allows you to test different sets of assets within the same asset group.

𝐖𝐡𝐲 𝐬𝐡𝐨𝐮𝐥𝐝 𝐲𝐨𝐮 𝐜𝐚𝐫𝐞?

Until now, it was only possible to use a single set of assets within an asset group. Since Performance Max typically performs best on lower-funnel inventory such as Search and Shopping, creating a separate asset group or campaign to test assets was rarely meaningful.

With this new feature, you can improve performance across upper- and mid-funnel inventory within the Google ecosystem.

Credit goes to Dario Zannoni for bringing this to my attention.

P.S. I created this carousel spontaneously. Do you know someone who could help me design better carousels?

#PerformanceMax #PMax #GoogleAds #PPC #SEA

Performance Max Experiment: A/B Testing Assets

One of the key highlights this week is the launch of Google’s Universal Commerce Protocol (UCP), a new open standard designed to support agentic shopping across discovery, checkout, and post-purchase support.

UCP aims to reduce friction in the shopping journey by allowing AI agents to interact seamlessly across Search, Gemini, retailer systems, and payment providers. Instead of requiring custom integrations for each agent or platform, it introduces a shared commerce language that works with existing standards.
In practice, UCP will soon enable checkout directly within Google’s AI Mode and the Gemini app, using Google Pay and later PayPal. 

The intended benefit is lower cart abandonment, as shoppers can complete purchases while still in a high-intent research phase, without being redirected to multiple external steps.

Alongside UCP, Google also announced:

🤖 Business Agent, a branded AI assistant that lets shoppers chat directly with retailers in Search during high-intent moments

🧠 New Merchant Center attributes to improve product discovery in conversational and AI-driven environments

🎯 Direct Offers, a new Google Ads pilot that allows retailers to surface exclusive incentives when AI detects strong purchase intent

Overall, these launches signal a shift in where purchase decisions are influenced. As AI becomes a primary entry point to commerce, retailers and advertisers will need to adapt to fewer traditional touchpoints and more decision-making happening inside AI-driven experiences.

#ECommerce #GoogleShopping #AI

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