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Notes from
the operator's chair.

Cornerstone essays from a senior performance and brand operator. Written for the buyer who's tired of agency decks — operational, specific, citable, no listicles. Indexed by ChatGPT, Perplexity, and Google AI Overviews; bring those back with you when you book the audit.

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·12 min read·Performance

PMax cannibalisation is the silent ROAS killer — here's how to model it

Most Performance Max accounts eat 25–40% of branded search and claim credit Google would have closed organically. The fix isn't subtle. It's an exclusion list, an architecture rebuild, and a willingness to read the numbers honestly.

  • Performance Max bids on your branded search by default and claims credit you would have closed for free.
  • If your campaigns sum to >12× ROAS one of them is harvesting demand and the lower one is paying for it.
  • Fix: a brand exclusion list, asset groups by theme not SKU dump, audience signals, and a bidding strategy chosen against payback math.
By Samarth Sawhney · Founder & Lead Operator, RoiSpendsRead the essay
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