How Made by Extreme Handles Complex PPC at Scale with Optmyzr

Managing a small number of accounts was straightforward. But as the agency’s portfolio grew, so did the complexity.

With more campaigns came:

• • Increasing volumes of data to analyze
• • More frequent optimizations required
• • Difficulty maintaining consistency across accounts

As Léa Muller, Sr. PPC & Performance Specialist at Made By Extreme puts it:
"Once the portfolio grows substantially, campaign management becomes extremely complicated. There's a lot of data to look at, a lot of data to interpret."

The team knew they needed to add more structure to their workflow and a layer of automation to keep pace, without sacrificing the quality of their work.

Made by Extreme evaluated tools based on two core priorities: the depth of the rule and automation engine, and the quality of reporting. Optmyzr's Rule Engine stood out.

"Rule Engine was the standout element during the exploration of the platform because it was sophisticated enough to handle complexity, and that's what we needed."

Among the tools the team uses, a few have had a particular impact:

1. Optimizing tROAS Targets with Rule Engine

For one of Made by Extreme's largest and most structurally complex clients, the team built a Rule Engine strategy that adjusts tROAS targets based on monthly performance and impression share metrics. Running on PMax campaigns, the strategy moves tROAS targets up or down depending on defined conditions, with the goal of improving ROAS at the end of each month.

"This strategy allows us to optimize ROAS targets based on monthly performance and impression share metrics."

2. Reclaiming hours with the PPC Account audit tool

When the agency takes on a new client, auditing an unfamiliar account is a major time investment. Optmyzr's PPC Account Audit tool has changed that, saving at least four hours per audit compared to doing it manually.

"It saves us at least four hours per audit."

Rather than relying on individual scripts, each focused on a single element, the audit tool gives the team a comprehensive view of account health across the full structure, all in one place.

3. Excluding irrelevant PMax placements

PMax can serve ads across placements that may not align with business objectives or brand values, including kids' content and gaming apps.

Using Optmyzr, the team systematically excluded these placements across accounts.

"It's been a real, impactful quality control measure. The likelihood of conversion was increased, and ultimately we saw some positive impacts on conversion rates."