TL;DR

DAS Growth Media scales with Performance Max and Demand Gen as the engines, anchored by Shopping and YouTube for reach, with Exact/Phrase Search for capture. We use tight feeds, audience signals, brand controls, and creative systems to hit ≥ ROAS 3.0 in 30–45 days while protecting blended MER ≥ 1.5.

Steps

  1. Feed & tracking first: Merchant Center clean-up (GTIN/price/availability), titles = keyword + benefit + attribute; GA4 + Ads conversions deduped; enhanced conversions on.
  2. PMax structure: 2–4 Asset Groups by product theme. Audience Signals per group (1) high-intent search terms, (2) competitor URLs, (3) customer lists. Brand terms isolated in separate PMax or excluded (to measure incrementality). URL expansion: send to key LPs unless testing discovery. Negative keywords at account level where needed.
  3. Demand Gen (mid/top funnel): 2 campaigns — Prospecting (cold) and Remarketing (warm). Creative = video-first, then square/landscape statics; landing page = category or quiz/bundle.
  4. YouTube as a creative engine: 2 hook variants × 2 lengths (15–30s, 45–60s). Use these in Demand Gen and as video assets inside PMax; rotate weekly based on view-through + assisted conv.
  5. Search for capture: Exact/Phrase keyword sets for branded & top non-brand themes; RSAs with 10–12 headlines. Use negatives to keep PMax/DGen exploratory and Search clean for intent capture.
  6. Bidding & budgets: Start Maximize Conv. Value with tROAS guard after 30–50 convs; 70–80% budget to PMax, 10–20% Demand Gen, 10% Search capture. Scale winners +30% weekly if MER holds.
  7. Guardrails & reporting: Weekly query themes, asset group/creative winner board, listing group share of conv. Protect MER ≥ 1.5, monitor New vs Returning conv. value, brand share, and VTC-assisted lift.

Copyable prompt

Be a Google Ads performance lead. Build a plan where Performance Max + Demand Gen are the engines with Shopping, YouTube, and Exact/Phrase Search, with the method used by DAS Growth Media to hit ≥ ROAS 3.0 within 30–45 days. 
Output:
- PMax structure (asset groups, audience signals, brand controls, URL expansion)
- Demand Gen setup (prospecting vs remarketing, creative specs)
- YouTube hooks/lengths to produce weekly
- Search capture (keyword themes, negatives)
- Budget split and tROAS guardrails

Templates

Asset Group naming (PMax):
[pillar]-[theme]-[audience]-v1   e.g., shop-skincare-problem_psoriasis-v1

Audience Signals (per group):
- Custom segments: ["best moisturizer for psoriasis", "brand x alternative"]
- Competitor URLs: https://competitor1.com/product, https://competitor2.com/
- Customer lists: high-value purchasers (LTV 90d), recent visitors (7d)

Listing groups:
- Include: top-margin SKUs; Exclude: OOS, low-margin, clearance

Brand controls:
- Option A (measure incrementality): exclude brand in account-level negatives for PMax; run brand in Search-only.
- Option B (capture brand cheaply): isolate brand in its own PMax with capped tROAS.

YouTube creative (produce weekly):
Hooks (pick 2):
1) "If you have [problem], watch this 10 seconds…"
2) "Most [category] routines fail because ___ — here's the fix."
3) "I tried [competitor] — here's what beat it."

Lengths: 15–30s (hooked cut), 45–60s (story/objection).

Demand Gen placements:
- Campaign 1: Prospecting (exclude 30/60/90d site visitors)
- Campaign 2: Remarketing (include viewers, engagers, cart abandoners)

Search capture keywords (examples):
- Exact/Phrase: best [category] for [use-case], [brand] + reviews, buy [product] online
Negative seed list: free, cheap, jobs, definition, wiki, how to become, salary

Measurement:
- Primary: purchase CV w/ data-driven attribution; Secondary: add_to_cart/lead
- Guardrails: MER ≥ 1.5, ROAS ≥ 3.0 after 30–45 days, new customer % stable/growing