Fospha, the full-funnel marketing measurement platform, has launched its latest research uncovering the key to maximizing Google Performance Max (PMAX) and Paid Search performance in 2025. With brands increasing spend in Google’s Demand Capture arsenal, understanding its true return and optimizing for maximum efficiency is more critical than ever. The new Google Performance Max & Paid Search Playbook provides brands with the data-driven insights needed to outperform the competition.
Key insights from the playbook include:
- Last Click attribution leaves Google performance invisible: Performance Max is undervalued by 33% by Last Click, while for Search it’s a huge 59%. Fospha reveals that in 2025, adopting full-funnel measurement is no longer a luxury, it’s a necessity for profitable growth.
- Strategic allocation of Google budgets is crucial: Fospha’s top-performing Retail brands allocate 55% to PMAX and 12% to Paid Search.
- Brands have significant potential to scale PMAX & Search: there is an average of 61% headroom for profitable growth in these channels
Brands already leveraging Fospha’s measurement solutions are seeing significant improvements in their PMAX and Search strategies. A leading DTC apparel brand used Fospha’s insights to optimize their PMAX creative strategy, contributing to a 87% increase in YoY blended revenue.
“Brands know that Google Performance Max has huge potential, but without the right measurement and optimization strategies, they’re flying blind,” said Sam Carter, CEO of Fospha. “This Playbook gives brands a clear roadmap to maximizing PMAX and Search performance, ensuring every marketing dollar works harder in 2025.”
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