Arbor Growth

At Arbor Growth, we help brands like MOSCOT NYC Since 1915, Chelsea Piers, Radical Candor?, Bundled., Voxco, FalconX, and Biopelle navigate technological shifts with strategic precision. We've long believed that understanding consumer behavior is an art and a science. The latest research from Boston Consulting Group (BCG) confirms that the consumer decision-making process has transformed fundamentally. Gone are the days of linear marketing funnels. Today's consumers navigate a dynamic, multi-dimensional landscape defined by four key behaviors: streaming, scrolling, searching, and shopping. These "4S behaviors" represent more than just technological trends—they're a radical reimagining of how people discover, engage with, and ultimately choose brands. Consider how dramatically consumer interactions have evolved: ?? Streaming is no longer passive consumption, but an interactive journey of personalized content. ?? Scrolling has become the new window shopping, where fleeting moments can spark instant brand connections. ?? Searching transcends traditional query inputs, integrating AI, visual recognition, and multimodal exploration. ??? Shopping has become a seamless, nonlinear experience that can happen anywhere, anytime. For marketers, this means adapting with agility. At Arbor Growth, we don't just observe these shifts. We help brands navigate them with strategic precision.

We are excited to welcome Angie to our growing team! Born and raised in Northern Michigan, Angie spent 17 years at Google mastering the art (and science) of digital marketing. Now, she uses that expertise to help businesses grow and thrive. When Angie's not strategizing campaigns, she splits her time between the U.S. and Italy—because why choose just one? As Account Director, Angie is dedicated to understanding & anticipating the needs of our clients and to delivering the highest quality results & service in the ad industry. ??

We are excited to announce that Chris Scribner has joined our team as a Google Ads Strategist. Chris spent 8 years at Google, running some of the most complex Search Engine Marketing initiatives for brands like Fiat Chrysler, Lexus, Volkswagen and Toyota. He is a data-driven Lead Generation expert who has helped plan and execute hundred million dollar ad campaigns across Google’s ad channels. Chris has a BA in Literature and lives in Beverly Hills, MI with his wife and two daughters. In his spare time, he golfs, he barbecues, he reads Shakespeare to his kids, he sings his high school fight song whenever he drives past, and practices yoga despite having probably the tightest hammies in the biz. As a Google Ads Strategist, Chris crafts and executes the PPC endeavors for Arbor Growth's most important clients. ??

We are excited to welcome Angie to our growing team! Born and raised in Northern Michigan, Angie spent 17 years at Google mastering the art (and science) of digital marketing. Now, she uses that expertise to help businesses grow and thrive. When Angie's not strategizing campaigns, she splits her time between the U.S. and Italy—because why choose just one? As Account Director, Angie is dedicated to understanding & anticipating the needs of our clients and to delivering the highest quality results & service in the ad industry. ??

"Performance marketing", if your agency does not know what it is doing. Understand and embrace incrementality; hire Arbor Growth.

Performance Max and Demand Gen campaigns operate as aggregated inventory across multiple placements—somewhat akin to Collateralized Debt Obligations (CDOs) in the financial industry. Just as CDOs bundle different types of debt into a single asset, Google's AI-driven campaigns bundle ad placements across Search, YouTube, Display, Discover, and more into a single campaign type. While this aggregation creates efficiency, it also introduces opacity. Advertisers can see top-level performance but lack granular control over where specific ads appear or how budget is allocated within the ecosystem. This means Performance Max and Demand Gen can deliver impressive results—but only if a skilled digital marketer can parse the signals, analyze the data, and adjust creative, bidding, and audience strategies accordingly. Google Ads has recently introduced several updates that are generating significant discussion among eCommerce advertisers. Enhanced Performance Max Campaigns: Performance Max campaigns now offer advanced insights, including detailed breakdowns of creative assets driving conversions. This enhancement allows advertisers to customize campaigns to focus on specific goals, such as eCommerce sales. We’ve noted that these insights enable a more precise understanding of which product images or descriptions resonate with customers, facilitating better optimization of ad creatives. The new asset breakdowns in Performance Max are a game-changer for optimizing our product listings. Demand Gen Campaigns Expanded Controls: Demand Gen campaigns are offering expanded controls, allowing advertisers to customize campaigns for specific channels and enhance creative assets. For eCommerce businesses, Demand Gen campaigns can drive product discovery and consideration across multiple touchpoints. Demand Gen campaigns have allowed us to reach potential customers at different stages of their journey, leading to increased conversions. These updates provide eCommerce advertisers with powerful tools to engage their audiences, but there's a hidden complexity beneath the surface. For eCommerce brands, success with these campaign types requires testing, leveraging first-party data, and carefully monitoring which assets and audiences drive actual conversions versus vanity metrics. The digital marketers who thrive in this new landscape will be those who don’t just trust the automation blindly but learn how to work with it, influence it, and extract the maximum value from Google’s ever-expanding ad inventory. #GoogleAds #PerformanceMax #DemandGen #eCommerce #DigitalMarketing #ArborGrowth

Our client PROVENTUS is helping the most elite athletes on the planet with their contrast compression therapy solutions. Check them out at proventuselite.com!

Our fearless leader, doing fearless leader things….

The end of another epic week at Arbor Growth.

How Arbor Growth evolved from a "Google Ads Agency" into the fractional CMO and media planning powerhouse that you all know and love: We won clients on the strength of our Google reputation. Three founders with *deep* "growth marketing" knowledge, hard-earned through years of working at Google. But once we restructured and optimized our clients' digital demand capture machine, what was next? It turns out that building brand equity through consistent brand advertising is key to "fill the funnel" for subsequent demand capture through Google Ads and other digital direct response means. We know that effective media planning isn’t about choosing a single “best” channel—it’s about strategically combining the right ones to maximize impact. We are nerds. We are led by CEO Theron Tingstad, our head nerd with grad degrees from Harvard Kennedy School and The University of Chicago Booth School of Business. So, what does the academic data say? A recent University of Oxford study analyzing 1,083 ad campaigns across multiple industries found that: ? There’s no one-size-fits-all media mix that dominates across all key brand metrics. ? Traditional channels (TV, outdoor) complement digital powerhouses (Meta Ads, Google Ads) in ways that drive performance. ? Most brands are leaving major impact on the table—simple, strategic tweaks could boost brand lift by 50% or more. The takeaway? Media mix matters, and small but appropriate optimizations can yield massive returns. At Arbor Growth, we use data-driven strategies to craft high-performing, multi-channel campaigns that drive real results.