In this talk, Nathan will share the story of a campaign optimisation so successful it accidentally gave his agency a pay cut.

He will unpack how blindly chasing volume and arbitrary ROAS targets often leads to buying revenue at a loss.

Nathan will then demonstrate how to use Google's bid strategy simulator data to pinpoint the exact 'Profit Peak' for any campaign.

Attendees will discover how to visualise diminishing returns without needing a degree in maths and will walk away with a custom Google Ads script that automates this analysis to slash wasted spend and maximise gross profit.

Your Pmax campaigns are working, you’re getting great ROAS and a brilliant conversion rate. However, you’ve stopped hitting your targets, growth has stalled - eek you’ve arrived at the performance plateau! It’s a lonely place. You try upping the budgets but the ROAS goes down, argh, panic sets in.

The problem: while you're busy harvesting demand, you've stopped creating it. In this session, Jaye and Luke from Launch, will show you why businesses get trapped in a shrinking pool at the bottom of the funnel with rising costs and diminishing returns.

The evidence is clear: bottom-funnel tactics work brilliantly in the short term but by the time you notice the decline it’s too late, you've starved your brand of the oxygen it needs to grow.

Drawing on real cases from travel and ecommerce brands, you'll see what happens when you rebalance your media spend to build demand instead of just capturing it.

You'll walk away with:
* Evidence for why over-investing in bottom-funnel caps your growth (and what to do about it)
* A practical framework for rebalancing brand and performance spend * Real numbers showing what this looks like for businesses at different scales
* This talk is for brands who are stuck in the performance plateau but have strong growth ambitions.
Get ready to build campaigns that actually create future customers instead of just converting todays.