I've audited a couple hundred ad accounts. The most common problem I find has nothing to do with Meta.

Google is almost always the single biggest structural mess in a DTC brand's marketing stack. The waste is real — I've seen brands burning $12,000 to $14,000 a month on brand spend alone for clicks they were going to get for free — but the bigger problem is the growth sitting locked behind an account that can't see straight.

In this solo episode, I walk through the six issues I find in nearly every Google account I audit: branded search bleeding across campaigns, paying to reacquire customers you already own, non-brand campaigns stealing volume from each other, PMax taking credit for conversions it didn't earn, unused audience infrastructure, and broken conversion tracking that starves a channel that's actually working.

Then I lay out the nine-step fix list, including the one move almost nobody is making that has the highest new customer rate of anything I've seen on Google.

Subscribe for more conversations on DTC strategy, paid media, and what it really takes to build a brand past eight figures.

Grow your bottom line: https://www.kynship.co/

Key Takeaways:

00:00 Why Most Google Accounts Can't Answer the Most Basic Question

01:22 Demand Generation vs. Demand Capture: The One Idea That Changes Everything

03:10 The 80/20 Meta to Google Rule of Thumb

03:55 Stop Adding Channels. Master the Capture Layer You Already Have.

05:30 Why Your Account Is Flying Blind on New vs. Returning Customers

08:05 Issue 1: Branded Search Bleeding Across Campaigns

09:20 Issue 2: Paying to Reacquire Customers You Already Own

10:30 Issue 3: Non-Brand Whack-a-Mole

11:15 Issue 4: PMax Over-Reliance

13:00 Issue 5: No Audience Infrastructure

14:10 Issue 6: Broken Conversion Tracking

15:05 How to Rebuild Your Google Account From Scratch

20:10 The Real Cost of a Broken Google Account

Additional Resources:

Featured Guest KC Holliday — Co-Founder, Qalo https://www.kcholiday.com/

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick

👉 Taylor: https://x.com/TaylorLagace

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533