Jun 04, 2025< 1 min read

In this episode of the Paid Media Lab, we’re joined by Kirk Williams to break down exactly how to optimise PMax for eCommerce success.

Optimizing Performance Max for eCommerce: High-impact tips (w/ Kirk Williams)

S2 EP9

Timestamps:

0:00 - Intro

3:55 - How PMax differs from other campaign types

6:29 - PMax campaign structures for shopify stores

13:57 - Feed optimization best practices

19:33 - How to get more insights from PMax

22:01 - Driving the most revenue from PMax

26:54 - Final thoughts

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Overview:

In this episode of the Paid Media Lab, we’re joined by Kirk Williams - founder of ZATO Marketing, TEDx speaker, and 2025’s 3rd most influential PPC expert - to break down exactly how to optimise PMax for eCommerce success.

Whether you’re managing a single-product Shopify store or a large multi-brand catalogue, Kirk’s advice will help you turn underperforming PMax campaigns into high-performing ROI machines.

Key insights from the episode:

• How to set up PMax to drive more conversions

• The “hero, zombie, villain” segmentation model

• High-impact feed optimisation tips (80/20 principle)

• The ideal structure for product titles

• How to get more transparency from the PMax “black box”

• Smarter ways to scale when you hit a demand ceiling