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

‍

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