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Wavemaker UK launches dedicated unit to help clients embrace Google Performance Max

We are delighted to announce the launch of a new dedicated unit to help our clients embrace Google’s new Performance Max (PMAX) product.

PMAX is a new goal-based tool from Google that allows performance advertisers to access all of their Google Ad Inventory from a single campaign. It is designed to complement existing keyword-based Search campaigns to help advertisers find more converting customers across all of Google’s channels including YouTube, Display, Search, Discover, Gmail, and Maps.

Our new unit will be led by General Manager, Digital Activation, Greg Shickle, and will see experts in creative, automation, predictive algorithms, measurement and first party data, come together alongside Google’s own team to test, master and scale PMAX for the agency’s clients.

Clients including My5 and Donald Russell are already on board, and our initial testing has yielded 18% lower cost per clicks and 20% lower cost-per-acquisition versus conventional channel specific campaigns.

At Wavemaker we believe in running towards change. We know that PMAX represents the future of performance advertising and that brands who start to master this now will be the winners in the next five years.

Kelly Parker, Chief Operating Officer

Jo Baker, agency industry head, Google added: “We know advertisers want simplicity, value, and performance and that’s exactly what PMAX delivers. We are thrilled to be working with Wavemaker and supporting their ambition to lead the industry in embracing this new innovation.”

We are excited to be partnering with Google on this project, putting our client base ahead of their peers on what is only going to be an inevitable shift in outcome based buying.

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