What algorithms can't see
Strategies, results, and the thinking behind the Control Layer.
PMax Optimizes Brilliantly. For Google's Goals, Not Yours.
Performance Max is brilliant at optimizing for conversion efficiency. But that's not your goal. Here's why the platform's optimization hits a ceiling, and what to do about it.
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Zombie Products: 30% of Your Catalog Is Invisible
A huge part of your products in Google Shopping are invisible to customers. Learn why PMax creates zombie products by design, and what you can do about it.
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Where Does Your PMax Budget Actually Go?
Most retailers can't tell their CEO where PMax spent last month's budget. Here's how to get product-level visibility into your Performance Max spend.
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From Guesswork to Growth: How Scandinavian Outdoor Taught Google Ads What Actually Matters
How one of the Nordics' leading outdoor retailers shifted ad spend to high-priority products and saw measurable impact within weeks.
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Meet the Team: Simo Heiskanen
Simo Heiskanen is the Chief Growth Officer and a co-founder of Expanly. As a seasoned growth leader, he has spent over a decade building and leading high-performing teams in international e-commerce scale-ups.
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Meet the Team: Michael Ovitz
Michael Ovitz is the CEO and co-founder of Expanly. With over 15 years of experience on the front lines of digital commerce, he has architected growth strategies for some of the most recognizable brands in the Nordics.
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Meet the Team: Samuel Backman
With an early start in programming at the age of 14, Samuel began his journey by building webpages. His passion for code and product development extends beyond a profession, evident in his Engineering Degree in Media and Information Technology.
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The 5-Step Guide to Google PMax for E-commerce
A practical framework for e-commerce retailers looking to get more from Performance Max campaigns.
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How Reima NA Boosted Profitability by 32% by Teaching the Algorithm What Actually Matters
Reima North America transformed their Google Ads performance by shifting budget to strategically aligned products.
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Expanly Wins 'Innovator of the Year' at eCom Summit & Awards 2025
Expanly was recognized for returning strategic control to e-commerce retailers through intelligent advertising optimization.
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No More Black-Boxes, Just Smarter Optimization – Case Swappie
How Swappie gained full visibility into their ad spend allocation and eliminated wasted budget on low-priority products.
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