Derek Vaal
Derek VaalEcommerce PPC Consultant
The Next Generation of Search

It's 2026. Paid Search has changed.

I'm building a software suite from the ground up to keep your brand relevant, show transparency in my operations, and maximize performance.

What it looks like

A workspace built for how clients actually review performance.

CardinalKPI snapshot

Blended ROAS

4.2×

+0.6 vs last month

Media Spend

$42.8k

−8% wasted spend

Tracked Revenue

$181k

+22% MoM

Feed Coverage

96.8%

+11 SKUs recovered

GuardianActive alerts

Daily spend pacing 28% above target

Pacing · Open

Merchant Center disapprovals spiked to 14 SKUs

Feed · Acknowledged

GA4 conversion signal gap detected

Tracking · Open

FlowCopy drafts for review

Search — Brand Core

New offer detected on the site. New headline suggested.

Free Shipping on Orders $75+

Shop the New Season Collection

Official Store — Ships in 24hrs

PMax — Prospecting

Description

Premium quality with fast, free delivery. Browse the full collection and find your fit today.

Thousands of 5-star reviews. Shop confidently with free returns on every order.

IndexKeyword gaps

best running shoes for wide feet

18,100/mo · Commercial

Missing

nike pegasus vs brooks ghost

9,900/mo · Comparison

Missing

waterproof trail running shoes men

6,600/mo · Transactional

Low coverage

minimalist running shoes 2025

4,400/mo · Commercial

Missing

PulseChange log

Apr 14

Budget increased

Brand Search campaign — $180/day to $220/day

Derek

Apr 13

Negative added

15 search terms excluded from PMax asset group "Footwear Core"

Derek

Apr 12

Bid strategy update

Shopping — Brand Core switched to Target ROAS 400%

Derek

Apr 11

Feed fix applied

Resolved 14 Merchant Center disapprovals — missing GTIN attribute

Derek

What is being built

The infrastructure behind every engagement.

Reporting

Cardinal

Your live reporting workspace. Cardinal frames the Looker Studio reports I set up for your account alongside KPI snapshots, integration health, and shared files. One place to review performance. No digging through emails or chasing separate links.

  • Live Looker Studio reporting embedded in your workspace
  • KPI snapshots updated from the latest reporting period
  • Shared files, audits, and reference documents
  • Source health showing when data was last refreshed
Spend monitoring

Guardian

Guardian gives me a live view of budget pacing and spend anomalies. When something needs attention, I see it immediately and can act before it compounds.

  • Daily spend vs. plan with deviation tracking
  • Monthly budget pacing at a glance
  • Feed coverage and Merchant Center health
  • Alerts flagged by severity with category context
Copy drafting

Flow

Flow helps me draft headlines, descriptions, and asset variations for review. Nothing goes to a campaign until it has been checked.

  • Headline and description drafts per campaign type
  • Asset group copy for Performance Max
  • Review before any change goes live
  • Variation testing built into the workflow
Account structure

Index

Index surfaces the keyword gaps and structure opportunities I use to prioritize account work — across match types, ad groups, and campaign architecture.

  • Keyword gap identification across match types
  • Ad group structure recommendations
  • Campaign architecture review
  • Query intent mapping
Change log

Pulse

Pulse keeps a complete log of every account change. Useful for client reviews and for keeping everyone informed on what has been done and why.

  • Full account change history
  • Items flagged for review
  • Client-shareable change log
  • Change impact tracking
Access

Portal access is part of the engagement, not a public product.

Cardinal is available to active clients as part of the PPC management engagement. If you are exploring fit, start with the contact page. If you already have a portal invite, sign in below.

Get in Touch
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