In this session, Phil will dismantle the "ROAS Trap" by demonstrating how to identify the products which drive predictable repeat purchases and long-term brand value. He will show attendees how to build their own target ROAS model that ties CAC directly to LTV and payback windows, allowing for a more aggressive and profitable approach to Google Ads scaling. Attendees will leave with the framework to align their bidding strategies with their own unit economics and margin requirements.

In this talk, Meriem will explore why merchant feeds fall into a grey area between SEO and PPC teams and why that lack of clarity is quietly holding back performance on both sides. She will walk through the key settings and optimisations that are often overlooked, who in your team is best placed to own each area, and how better collaboration between disciplines can transform your feed results. You will leave with practical, actionable steps to improve your feed setup and finally get your SEO and PPC teams working together on it.