Your Google rep isn't trying to scale your business. They're trying to scale your spend. That's not a knock on them personally. It's just the reality of how they're measured. The advice they give often comes with a real cost that doesn't show up until you dig into the data. Consolidate everything into PMAX. Use smart bidding on brand. Let the algorithm decide. And if you follow all of it without question, you'll find your budget quietly drifting toward the path of least resistance -- which usually means paying more for customers you already had. Here's something I see constantly in Shopify accounts spending $20K+ per month on Google: Brand traffic getting scooped into PMAX, inflating CPCs on searches you would have won cheaply anyway Shopping and Search cannibalizing each other because there's no clear campaign structure YouTube campaigns spreading budget across every Google surface instead of actually running on YouTube Conversion tracking counting add-to-carts alongside purchases, making performance look rosier than it is The fix isn't complicated. It's just not what Google recommends. Separate your brand from your generic campaigns. Give each one a clear job. Let Shopping do what Shopping does best. Then when you add YouTube into the mix, build it to actually work -- the right placements, the right creative format, the right audience setup. Efficiency first. Then scale. If you're already spending real money on Google and results feel like they've hit a ceiling, the structure usually has more to do with it than the budget.