A healthy account in our portfolio runs roughly 45% on non-branded search, 35% on Shopping and Performance Max, and 20% on branded. Non-branded leads because that is where new customers come from; branded is protected but never allowed to inflate the numbers.
Bidding optimises toward revenue, not last-click noise, so automation gets held to the same standard we hold Meta to: real money in the bank, not platform-attributed comfort metrics.
