Daryl Mander

Founder of Growing Ecommerce stores with Google Ads. $150M revenue generated.

[Daryl Mander @darylmander]

The Google Ads platform has genuinely changed. Accounts that haven't caught up are paying for it.

[Daryl Mander @darylmander]

And the old GDN retargeting play? Dead.

Running Display remarketing used to be a near-instant ROAS boost. Double or triple cold traffic ROAS, almost every time.

That barely moves the needle in 2026. Use Demand Gen or PMax for retargeting instead.

[Daryl Mander @darylmander]

Quick recap:

- Broad Match works now (with Smart Bidding, never manual CPC)
- Consolidate campaigns. Fewer campaigns = stronger AI signal
- Demand Gen is Google's real top-of-funnel now. GDN retargeting is finished

[Daryl Mander @darylmander]

3. Google finally has a real top-of-funnel option.

For years, Meta owned that space. Google had nothing that could genuinely compete for ecommerce.

That's changed. Demand Gen with YouTube video creatives is delivering Meta-level performance on some accounts right now.

[Daryl Mander @darylmander]

1. Broad Match actually works now.

I used to tell every client to avoid it. It matched to junk searches, burned budget, and there was nothing you could do about it.

Google's AI has changed. It pulls in audience signals and browsing history. It's genuinely smart now.

[Daryl Mander @darylmander]

Smart Bidding runs on conversion data.

Split your account into 50 campaigns and you split your data into 50 tiny puddles. None of them are big enough to train the algorithm.

We now run some ecommerce accounts on 3 to 5 campaigns total. One PMax, a couple of Search. That's it.

[Daryl Mander @darylmander]

2. Granular account structure is killing performance.

Single keyword ad groups. Campaigns for every product category. Every match type split out.

I built accounts that way for years.

That approach is now actively hurting people.

[Daryl Mander @darylmander]

But there's one rule you can't break:

Never run Broad Match on manual CPC.

It needs Smart Bidding. Target ROAS or Maximise Conversion Value.

Together those two are probably the most powerful combination on the platform right now.

[Daryl Mander @darylmander]

Google Ads in 2026 plays by different rules.

Some of the best advice from 3 years ago is now actively hurting accounts.

3 things I've completely changed my mind on after managing $150M+ in ecommerce ad spend:

[Daryl Mander @darylmander]

Follow if you want more like this.

Happy to answer any questions about Meta ads below.

[Daryl Mander @darylmander]

A brand called Snag Tights had their product images distorted by Meta's AI.

Stretched. Modified. Looking completely different to the original.

They didn't ask for it. It just happened.

And this might already be happening to your ads. 👇

[Daryl Mander @darylmander]

Save this. 3 places to audit in your Meta account:

1. Advantage+ creative enhancements (ad level)
2. Creative features screen (ad account settings)
3. Advantage+ audience (ad set level)

Meta will keep automating. Your job is to know what's been changed.

[Daryl Mander @darylmander]

Spent a few hours this week pulling these together from recent client audits. Same 6 issues, different accounts, over and over.

Follow if you want more content like this. Happy to answer questions below.

[Daryl Mander @darylmander]

I've audited hundreds of Ecom Google Ads accounts over 13 years.

The same 6 mistakes show up almost every time.

Fix them and your ROAS goes up. Sometimes within days.

👇

[Daryl Mander @darylmander]

6 tactics to raise your ROAS (save this):

1. Diagnose PMax with the Channel Performance Report
2. Run Search campaigns properly
3. Lower a ROAS that's too high
4. Track gross profit after ad spend
5. Close keyword gaps between PMax and Search
6. Turn on New Customer Acquisition