THE HERO PRODUCT STRATEGY ON GOOGLE ADS

Summary from the TLDR Marketing newsletter

Top-performing products often go under-leveraged in ad accounts because marketers focus on volume rather than efficiency metrics. The hero product strategy flips this by prioritizing products that deliver the best return per click based on conversion rate, margin, and ad engagement. Once identified, these products are pulled into isolated campaigns with specific keyword targeting, custom ad creative, and remarketing flows to drive both acquisition and retention more efficiently than broad catalog strategies.