Solution: A specialized audit tool that: (1) Automatically classifies every search query as brand, brand-modifier, competitor, or non-brand; (2) Generates a separated reporting view showing brand search performance vs non-brand performance vs the blended view your account currently shows; (3) Designs and orchestrates incrementality tests by pausing brand campaigns in 2 of 4 regions for 4 weeks and measuring organic + direct traffic in paused vs unpaused regions; (4) Produces a CFO-ready audit report quantifying the percentage of reported PPC value that is actually incremental versus cannibalized; (5) Recommends optimal brand defense spend; (6) Ongoing monitoring to detect when competitors increase brand bidding. ICP: Marketing directors and CFOs at brands spending $250K–$10M annually on Google Ads who suspect that their ROAS reports overstate PPC's true contribution because brand search and non-brand search are bundled together. Also PPC agencies who serve sophisticated B2B clients and want to defensibly prove their non-brand work delivers ROI.

The single-purpose focus on brand vs non-brand value separation is the entire product. The CFO-ready audit report format means a CMO can show their CEO 'here's what we actually got from Google Ads' with defensible methodology. The automated incrementality testing orchestration eliminates the engineering work that has kept incrementality testing as an enterprise-only practice.

“Similar to how Recast and Haus emerged to bring proper media mix modeling and incrementality testing out of enterprise data science teams and into mid-market companies. This is the same play for one specific question (brand vs non-brand value) — narrower scope, faster to deploy, lower price point.”