Performance Max Campaigns: The Complete Setup Guide
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Performance Max Campaigns: The Complete Setup Guide
Performance Max changed how many advertisers run Google Ads campaigns.
Instead of building separate campaigns for Search, Shopping, Display, YouTube, Gmail, Discover and Maps, Performance Max allows advertisers to use one goal-based campaign that can serve across Google’s available inventory.
For ecommerce brands, it became the main campaign type after Smart Shopping. For lead generation, B2B and local businesses, it can open up reach across multiple Google placements from a single campaign.
But Performance Max is not magic.
It can work extremely well when the inputs are strong. It can also waste budget quickly when conversion tracking is weak, creative assets are poor, audience signals are vague or the campaign is launched without proper structure.
This guide covers:
- What Performance Max is.
- How Performance Max differs from traditional Google Ads campaigns.
- When to use Performance Max.
- When not to use it.
- How to set conversion goals.
- How to structure asset groups.
- What creative assets you need.
- How audience signals work.
- How ecommerce brands should set up Performance Max.
- How lead generation businesses should set up Performance Max.
- How to measure results properly.
- Common mistakes to avoid before launch.
Performance Max works best when you give it clear conversion signals, strong creative assets, clean product or service structure and enough data to learn from.
What Is Performance Max?
Performance Max is a goal-based Google Ads campaign type.
It is designed to help advertisers drive conversions or conversion value across Google Ads inventory from one campaign.
A Performance Max campaign can show ads across:
- Google Search.
- Shopping.
- YouTube.
- Display.
- Discover.
- Gmail.
- Maps.
- Other eligible Google inventory.
Instead of choosing one network at campaign level, you give Google your campaign goal, budget, bidding strategy, creative assets, product feed where relevant, audience signals and conversion data.
Google then uses automation to decide:
- Which placements to use.
- Which audiences to reach.
- Which creative combinations to serve.
- Which products or services to prioritise.
- Which auctions are most likely to drive your chosen goal.
This is why Performance Max can be powerful.
It is also why setup quality matters.
You are giving the system more flexibility, so your inputs need to be clean.
Why Performance Max Is Different
Traditional Google Ads campaigns are usually channel-specific.
For example:
| Campaign type | Primary inventory |
|---|---|
| Search | Google Search results |
| Shopping | Shopping placements and product ads |
| Display | Websites, apps and display inventory |
| YouTube | YouTube video inventory |
| Demand Gen | Visual placements across Google surfaces |
| Local or store-focused campaigns | Maps and local surfaces |
Performance Max is different because it can access multiple Google channels inside one campaign.
This means one campaign can cover a wider journey.
A user might see a YouTube placement, click a Shopping result later, search your brand the next day and convert through another Google surface.
Performance Max is built to optimise across that wider path.
Traditional Campaigns vs Performance Max
| Area | Traditional campaigns | Performance Max |
|---|---|---|
| Channel control | Separate campaign by channel | Multi-channel from one campaign |
| Targeting | Keywords, audiences or placements depending on campaign type | Goal-led automation with signals |
| Creative | Usually format-specific | Asset combinations across formats |
| Shopping setup | Standard Shopping campaign or feed-led setup | Feed can be used inside PMax |
| Search control | Keyword-based in Search campaigns | Search coverage is automated |
| Reporting visibility | More granular by campaign type | More aggregated, with some insights |
| Best use | Controlled channel-specific management | Broad goal-based performance scaling |
| Main risk | Manual complexity | Lack of control if inputs are weak |
Performance Max gives Google more freedom. That can be useful, but it also means weak tracking, poor creative or unclear campaign structure can create messy results.
When To Use Performance Max
Performance Max is strongest when the business has a clear conversion goal and enough useful data.
It usually works best in these situations:
| Business type | Performance Max fit | Why |
|---|---|---|
| Ecommerce with purchase tracking | Strong | Product feed and purchase value give clear signals |
| Ecommerce with enough order volume | Strong | More conversion data helps bidding |
| Lead generation with qualified conversion imports | Good | Better signals help avoid low-quality leads |
| Local businesses with store or lead goals | Good | Can reach across Maps, Search and visual placements |
| SaaS with CRM feedback | Good | Needs lead quality data, not just form fills |
| B2B with long sales cycle | Use carefully | Needs offline conversion tracking |
| Very small accounts with little data | Weak | Automation may not have enough signal |
| Accounts with poor tracking | Poor | The system may optimise for the wrong actions |
Strong Use Cases
Performance Max can be a good choice when:
- You have accurate conversion tracking.
- You know your primary conversion goal.
- You can pass revenue or lead quality data.
- You have enough budget to support learning.
- You have strong creative assets.
- Your product feed is clean.
- You can segment campaigns logically.
- You already have Search coverage in place.
- You are prepared to monitor search terms and insights.
- You understand that Performance Max needs time and data.
Weak Use Cases
Performance Max can struggle when:
- Conversion tracking is not reliable.
- You are optimising for weak actions such as page views.
- You cannot separate good leads from bad leads.
- Your product feed has poor titles, images or pricing.
- You have no creative assets.
- Your budget is too low for the goal.
- You need strict placement or keyword control.
- You need full transparency over every query and placement.
- Your landing pages are poor.
- Your account has no clear conversion history.
Performance Max is not a shortcut around poor setup.
It amplifies the quality of your inputs.
The Performance Max Setup Framework
A good setup starts before you click “create campaign”.
Use this framework:
| Setup area | Key question |
|---|---|
| Goal | What should the campaign optimise for? |
| Tracking | Is the conversion data accurate? |
| Value | Are conversion values or lead values passed correctly? |
| Budget | Is there enough budget for the campaign to learn? |
| Feed | Is the product or service data clean? |
| Assets | Are there enough strong creative assets? |
| Structure | Should this be one campaign or several? |
| Audience signals | What do we know about the ideal customer? |
| Landing pages | Are final URLs relevant and conversion-focused? |
| Exclusions | What should not be targeted or prioritised? |
| Measurement | How will success be judged? |
If any of these areas are weak, fix them before launch.
Step 1: Choose the Right Campaign Goal
Performance Max is goal-based.
That means the campaign needs a clear objective.
Common goals include:
- Online sales.
- Leads.
- Store visits.
- Calls.
- App promotion.
- Offline sales.
- Website conversions.
- Conversion value.
The goal matters because it shapes bidding and optimisation.
Goal Selection Table
| Business goal | Better conversion goal |
|---|---|
| Ecommerce sales | Purchase with revenue value |
| Lead generation | Qualified lead or form submission |
| SaaS demo requests | Qualified demo or SQL where possible |
| Local services | Phone calls, forms and booked appointments |
| Hotels | Booking value or qualified enquiry |
| Retail stores | Store visits, calls, directions or store sales |
| B2B services | Qualified enquiry or imported CRM stage |
| Low-value website actions | Usually not enough for PMax optimisation |
Do not optimise Performance Max for actions you do not actually value. If you tell Google a page view is a conversion, it may find more people who view pages, not more people who buy or enquire.
Step 2: Fix Conversion Tracking First
Performance Max depends heavily on conversion data.
Bad conversion tracking can damage the campaign from the beginning.
Before launch, check:
Conversion Tracking Diagnostic Table
| Problem | What happens |
|---|---|
| Duplicate conversions | Performance looks better than reality |
| Wrong conversion event | Campaign optimises for weak actions |
| Missing revenue values | ROAS bidding becomes unreliable |
| No offline imports | Lead quality is invisible |
| Poor consent setup | Audiences and measurement may be incomplete |
| Testing events included | Data becomes distorted |
| Calls not tracked | Phone-led businesses undercount results |
| Thank-you page reloads fire again | Conversions are inflated |
Performance Max is only as good as the conversion signal it receives.
Step 3: Choose the Right Bidding Strategy
Performance Max uses automated bidding.
The common starting points are:
| Bidding strategy | Best for |
|---|---|
| Maximise conversions | Lead generation or accounts without reliable values |
| Maximise conversion value | Ecommerce or value-based conversion tracking |
| Target CPA | Accounts with enough conversion volume and a clear CPA goal |
| Target ROAS | Ecommerce or value-based accounts with enough purchase data |
Bidding Decision Table
| Situation | Suggested starting point |
|---|---|
| New lead gen campaign with limited data | Maximise conversions |
| Lead gen with stable CPA history | Maximise conversions with target CPA |
| Ecommerce with revenue tracking | Maximise conversion value |
| Ecommerce with stable ROAS data | Maximise conversion value with target ROAS |
| SaaS with imported SQLs | Maximise conversions using qualified conversion goals |
| B2B with varied lead values | Value-based bidding if CRM values are reliable |
| Small account with little data | Start cautiously and avoid restrictive targets |
Do not set unrealistic CPA or ROAS targets at launch.
If your target is too tight, the campaign may struggle to spend or learn.
Target Setting Example
| Metric | Current account average | Sensible launch target | Risky launch target |
|---|---|---|---|
| CPA | £50 | £55 to £65 | £25 |
| ROAS | 3.0x | 2.5x to 3.0x | 6.0x |
| Lead quality rate | 40% | Use qualified conversions | Ignore quality |
| Monthly conversions | 20 | Avoid aggressive restrictions | Use tight tCPA immediately |
Give the campaign room to learn, then tighten targets once the data is stable.
Step 4: Build the Right Campaign Structure
Performance Max structure depends on the business.
The most common mistake is putting everything into one campaign without thinking about product margin, service type, location or conversion quality.
Ecommerce Campaign Structure
For ecommerce, structure can be based on:
- Product category.
- Margin.
- Bestsellers.
- New products.
- Sale products.
- Seasonality.
- Stock availability.
- Average order value.
- Brand vs non-brand strategy.
- Product performance.
Ecommerce Structure Table
| Structure | Best for | Risk |
|---|---|---|
| One campaign for all products | Simple stores with similar margins | Budget may favour easy products |
| Campaign by category | Stores with different product groups | Needs enough data per campaign |
| Campaign by margin | Profit-focused accounts | Feed and reporting must be clean |
| Campaign by bestseller status | Scaling proven products | New products may be ignored |
| Campaign by seasonality | Seasonal ranges | Needs active management |
| Campaign by stock level | Inventory-led businesses | Requires reliable feed data |
A good ecommerce setup should reflect profit, not just revenue.
A product with high ROAS but low margin may not be as valuable as it looks.
Lead Generation Campaign Structure
For lead generation, structure can be based on:
- Service type.
- Location.
- Lead value.
- Sales team.
- Funnel stage.
- Business unit.
- Lead quality.
- Customer type.
Lead Gen Structure Table
| Structure | Best for |
|---|---|
| One campaign for all leads | Simple service businesses with one offer |
| Campaign by service | Different services with different values |
| Campaign by location | Local businesses or franchises |
| Campaign by lead value | High-value vs low-value enquiries |
| Campaign by funnel stage | Demo, quote, guide or consultation |
| Campaign by customer type | B2B vs consumer, landlord vs tenant, buyer vs seller |
Do not mix very different lead values in the same campaign unless you pass value data.
If a £20 enquiry and a £5,000 opportunity are both treated as equal conversions, Performance Max may chase the easier one.
Step 5: Build Asset Groups Properly
Asset groups are where you organise creative assets, audience signals and final URLs around a theme.
Think of an asset group as a mini campaign theme inside Performance Max.
Each asset group should have a clear focus.
Good Asset Group Themes
| Business type | Asset group examples |
|---|---|
| Ecommerce | Running shoes, winter coats, tea gifts, skincare bundles |
| SaaS | Agency reporting, ecommerce analytics, CRM integration |
| Lead generation | PPC audit, SEO services, web design, local service area |
| Hotel | Rooms, spa breaks, wedding venue, restaurant |
| Real estate | New builds, lettings, valuations, commercial property |
| Local services | Emergency plumbing, boiler repair, bathroom fitting |
Bad Asset Group Themes
| Weak theme | Why it is weak |
|---|---|
| “All products” | Too broad |
| “Everything” | No clear creative or audience direction |
| “General services” | Weak message match |
| “Random bestsellers” | Mixed intent |
| “All locations” | May dilute local relevance |
| “Awareness” | Too vague unless supported by strategy |
A strong asset group has one clear theme, relevant assets, relevant landing pages and useful audience signals.
Step 6: Add Strong Creative Assets
Performance Max assembles your assets into ads across different formats and placements.
This means asset quality matters.
You should provide:
- Short headlines.
- Long headlines.
- Descriptions.
- Images.
- Logos.
- Videos.
- Business name.
- Calls to action.
- Final URLs.
- Product feed assets where relevant.
Google can create some assets automatically, including videos in certain situations, but you should not rely on auto-generated creative as your main plan.
Recommended Asset Coverage
| Asset type | Minimum needed | Better setup |
|---|---|---|
| Headlines | 3 | 11 to 15 |
| Long headlines | 1 | 2 to 5 |
| Descriptions | 2 | 4 to 5 |
| Images | At least 1 | 10 to 20 in different orientations |
| Logos | At least 1 | Square and landscape versions |
| Videos | Not always required to launch | Up to 5 in different orientations |
| Final URLs | 1 | Relevant pages by asset group |
| Product feed | Ecommerce only | Clean and fully optimised |
Creative Quality Checklist
Performance Max Asset Table
| Asset | Good example | Weak example |
|---|---|---|
| Headline | “Google Ads Management For Hotels” | “Grow Your Business” |
| Long headline | “Reduce wasted spend with expert PPC management” | “The complete solution for modern growth” |
| Description | “Free PPC audit for UK businesses spending on Google Ads.” | “We help businesses succeed online.” |
| Image | Real product, team, venue or service visual | Generic stock image |
| Video | Short product demo or service explainer | Auto-generated slideshow with no clear story |
| Logo | Clean, readable and correctly cropped | Low-resolution logo |
| Final URL | Relevant service or product page | Homepage with no clear next step |
Step 7: Use Audience Signals Correctly
Audience signals help Performance Max understand who may be relevant.
They are not the same as strict targeting in a traditional campaign.
Google can use them as a starting point, but the campaign can still expand beyond them if the system believes it can find conversions.
Useful audience signals include:
- Customer lists.
- Website visitors.
- App users.
- Search themes.
- Custom segments.
- In-market segments.
- Demographic signals where appropriate.
- Similar high-value customer traits.
- CRM lists.
- Product or service intent signals.
Audience Signal Examples
| Business type | Useful signal |
|---|---|
| Ecommerce | Past purchasers, high-value customers, product viewers |
| SaaS | Demo page visitors, customer lists, competitor search themes |
| Local services | Service page visitors, enquiry submitters, local search themes |
| Hotels | Past bookers, wedding page visitors, spa users |
| B2B | CRM opportunities, target industries, high-intent page visitors |
| Real estate | Property page visitors, valuation page visitors, brochure downloaders |
Audience signals are not a substitute for conversion data. They help guide Performance Max, but the campaign still needs strong goals and clean tracking.
Step 8: Control Final URLs
Performance Max can use final URL expansion, which may send users to different pages on your site that Google believes are relevant.
This can be useful for ecommerce or large sites with good page structure.
It can be risky for lead generation if the site has weak pages, old posts, irrelevant content or pages that are not designed to convert.
Final URL Expansion Decision Table
| Situation | Recommendation |
|---|---|
| Ecommerce site with strong product and category pages | Consider using it |
| Lead gen site with focused service pages | Use carefully |
| SaaS site with many blog posts | Use exclusions or more control |
| Website has outdated pages | Do not allow broad expansion |
| Landing pages are carefully built | Send traffic to selected URLs |
| Site has poor conversion paths | Fix pages before broad expansion |
URL Exclusion Checklist
Step 9: Connect Product Feeds for Ecommerce
For ecommerce brands, the product feed is one of the most important Performance Max inputs.
A weak feed can limit performance.
Your feed should have:
- Accurate product titles.
- Clean descriptions.
- Strong images.
- Correct pricing.
- Stock status.
- GTINs where available.
- Product categories.
- Brand.
- Colour, size and variant data.
- Sale price where relevant.
- Shipping information.
- Return policy information.
- Custom labels for segmentation.
Product Feed Optimisation Table
| Feed element | Why it matters |
|---|---|
| Product title | Helps match searches and explain the product |
| Image | Strongly affects click quality |
| Description | Gives more product context |
| Product type | Supports structure and reporting |
| Google product category | Helps Google understand the item |
| Custom labels | Useful for margin, season, bestseller or priority grouping |
| Availability | Avoids wasting spend on unavailable products |
| Price | Must match the website |
| GTIN | Helps product matching where available |
| Promotions | Can improve offer visibility |
For ecommerce Performance Max, campaign setup and feed quality are connected. A weak feed makes it harder for Google to understand what to show, when to show it and who to show it to.
Step 10: Add Brand Controls and Exclusions Where Needed
Performance Max can capture brand demand, competitor-adjacent demand and broader searches depending on the account setup.
This can create reporting confusion.
If Performance Max appears to be performing well, but most of the conversions are from people already searching for your brand, you may overestimate its incremental value.
Review how brand is handled.
Brand Strategy Options
| Option | Best for |
|---|---|
| Allow brand inside PMax | Simple accounts where total performance matters |
| Separate brand Search campaign | Accounts that want clearer brand control |
| Use brand exclusions where appropriate | Accounts measuring incremental non-brand growth |
| Monitor search term insights | Accounts needing visibility into demand type |
Exclusion Areas To Review
Do not assume Performance Max is always driving new demand.
Check what type of demand it is capturing.
Performance Max for Ecommerce
Ecommerce is one of the strongest Performance Max use cases because purchase value gives the system a clear signal.
Ecommerce Setup Checklist
Ecommerce PMax Structure Examples
| Store type | Suggested structure |
|---|---|
| Small store with similar margins | One campaign, asset groups by category |
| Large store | Campaigns by category or margin |
| Seasonal store | Campaigns by season or product launch |
| Fashion brand | Campaigns by collection, gender, margin or bestseller status |
| Food and drink brand | Campaigns by category, gift range or subscription |
| High-margin store | Campaigns around profitability, not just revenue |
Ecommerce Success Metrics
| Metric | Why it matters |
|---|---|
| ROAS | Shows revenue efficiency |
| Gross profit | Better than revenue alone |
| New customer acquisition | Helps separate new growth from repeat buyers |
| Average order value | Shows basket quality |
| Product-level performance | Shows winners and waste |
| Impression share on Shopping | Helps diagnose missed demand |
| Feed disapprovals | Can limit performance |
| Search term insights | Shows demand themes |
Performance Max for Lead Generation
Lead generation Performance Max needs more caution.
The campaign can find people who submit forms cheaply, but those leads may not be valuable.
This is why lead quality tracking is essential.
Lead Gen Setup Checklist
Lead Gen Conversion Hierarchy
| Conversion event | Quality |
|---|---|
| Page view | Very weak |
| Button click | Weak |
| Form start | Weak to medium |
| Form submission | Medium |
| Phone call | Medium to high |
| Qualified lead | High |
| Sales accepted lead | Very high |
| Opportunity created | Very high |
| Closed customer | Best |
If possible, optimise towards qualified leads rather than raw form submissions.
Performance Max for SaaS and B2B
For SaaS and B2B, Performance Max can work, but only if the conversion signals are good enough.
A SaaS company should be careful if the only tracked conversion is “demo form submitted”.
That may not be enough if many demo requests are unqualified.
Better signals include:
- Qualified demo.
- MQL.
- SQL.
- Opportunity created.
- Trial activated.
- Product qualified lead.
- Closed-won customer.
SaaS and B2B Decision Table
| Situation | PMax fit |
|---|---|
| CRM data imported | Stronger |
| Only raw leads tracked | Risky |
| Long sales cycle | Needs patience |
| Clear ICP | Better |
| Broad unclear audience | Risky |
| Strong landing pages | Better |
| No creative assets | Weak |
| No offline conversion tracking | Weak |
Performance Max can support B2B companies and SaaS businesses, but it should not be launched without a measurement plan.
Learning Period and Early Optimisation
Performance Max needs time to learn.
Do not make large changes too often in the first few days.
Early performance can be unstable as the campaign tests placements, audiences and creative combinations.
Early Review Timeline
| Timeframe | What to do |
|---|---|
| Day 1 to 3 | Check tracking, spend, disapprovals and obvious issues |
| Day 4 to 7 | Watch early conversion patterns, but avoid overreacting |
| Week 2 | Review asset performance, search themes and lead quality |
| Week 3 to 4 | Make more informed changes |
| Month 2 plus | Optimise structure, budgets, values and assets |
What Not To Do Too Early
Let the system gather enough signal, but do not ignore obvious problems.
Performance Max Reporting
Performance Max reporting can feel less transparent than traditional campaigns, but there are still useful areas to review.
Key areas include:
- Campaign performance.
- Asset group performance.
- Asset performance ratings.
- Search term insights.
- Product performance.
- Listing group performance.
- Audience insights.
- Landing page performance.
- Conversion goal performance.
- New vs returning customer data where available.
- Lead quality from CRM.
- Budget pacing.
- Impression and click trends.
Reporting Scorecard
| Report area | What to look for |
|---|---|
| Asset groups | Which themes drive results |
| Assets | Which headlines, images and videos are rated stronger |
| Search terms insights | What demand themes appear |
| Product performance | Which products spend and convert |
| Landing pages | Which URLs receive traffic |
| Conversion goals | Whether the right goals are being used |
| Audience insights | Who is responding |
| Lead quality | Whether conversions become real opportunities |
| Budget | Whether spend is constrained or wasted |
Performance Max reporting should not stop inside Google Ads. For lead generation and B2B, CRM feedback is often the most important report.
Common Performance Max Mistakes
Mistake 1: Launching With Weak Tracking
If conversion tracking is wrong, Performance Max will optimise towards bad data.
Fix tracking before launch.
Mistake 2: Using Too Few Assets
A campaign with only a few headlines, one weak image and no useful video gives the system limited creative options.
Add enough assets to cover different formats.
Mistake 3: Mixing Too Many Services or Products
If one campaign contains unrelated products, different margins and different customer intents, the budget may go to the easiest conversions rather than the most valuable ones.
Mistake 4: Optimising for Raw Leads
For lead generation, raw form fills can be misleading.
Use qualified lead imports where possible.
Mistake 5: Ignoring Product Feed Quality
For ecommerce, poor titles, images, categories and custom labels can limit performance.
Mistake 6: Letting Final URL Expansion Go Anywhere
If the website has poor or irrelevant pages, broad final URL expansion can send traffic to the wrong place.
Mistake 7: Judging Too Early
Performance Max needs data.
Do not judge too aggressively before the campaign has had a fair chance to learn.
Mistake 8: No Creative Refresh
Assets fatigue.
Refresh weak assets and add new variations over time.
Mistake 9: No Brand Strategy
If Performance Max captures a lot of brand demand, results may look stronger than they really are.
Review brand contribution.
Mistake 10: No Business-Level Measurement
ROAS, CPA and conversion volume are useful, but they must connect to profit, lead quality and customer value.
Pre-Launch Checklist
Use this before launching a Performance Max campaign.
Performance Max Setup Template
Here is a simple setup template.
| Setup item | Decision |
|---|---|
| Campaign goal | Sales, leads, store visits or another conversion goal |
| Conversion action | Purchase, qualified lead, booking or other meaningful action |
| Bidding | Max conversions, target CPA, max conversion value or target ROAS |
| Budget | Enough to generate meaningful data |
| Structure | One campaign or segmented by product, service, margin or location |
| Asset groups | Built around clear themes |
| Audience signals | Customer lists, visitors, search themes, custom segments |
| Final URLs | Selected pages or controlled expansion |
| Exclusions | Brand, URLs, products, locations or existing customers where needed |
| Measurement | Google Ads plus CRM or ecommerce reporting |
Final Recommendation
Performance Max can be one of the most powerful campaign types in Google Ads, but it should not be treated as a plug-and-play solution.
It gives Google more flexibility across channels, creative and bidding. That flexibility can drive strong results when the campaign has clean conversion tracking, strong creative assets, useful audience signals, relevant landing pages and a clear structure.
For ecommerce, start with the product feed and revenue tracking.
For lead generation, start with conversion quality and CRM feedback.
For SaaS and B2B, do not launch Performance Max until you know which leads are actually valuable.
If the inputs are weak, Performance Max will not fix them.
It will simply automate around them.
Performance Max is not a replacement for strategy. It is an amplifier. Strong inputs give it something useful to amplify.
Performance Max Action Plan
Read our guide on Google Ads for Ecommerce or request a free audit of your current campaigns.
Next Best Step
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About the Author
Kiril Ivanov is a digital marketing specialist with experience managing local, national and international campaigns for businesses ranging from growing independent companies to major consumer brands. His background includes leading advertising automation work for Michael Kors and working on campaigns involving Canon, Dormeo, esure, DLG Group, Village Gym, Cameron House, Crerar Hotels, Cromlix Hotel, Harrison Fund and the Advertising Standards Authority. His experience spans paid search, paid social, advertising automation, SEO, conversion optimisation and wider digital strategy across hospitality, retail, financial services, professional services and other competitive sectors.
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