Huge wins with Google Ad's new Channels beta!

I wanted to better understand why my healthcare client's Pmax campaigns weren't as efficient as I expected them to be. I found we were opted in for the Channels beta, so I decided to deep dive into where and how we were driving leads. One click and I realized the problem - display was driving the majority of leads; not discovery, search, email, etc. I was able to pause pmax and build out complimentary display campaigns that ended up driving up leads while keeping budgets stable, which in turn lowered CPLs. This was a great win for the client and future pmax reporting!