What if following Google’s best practices isn’t always best for your business?

In this session, Inderpaul shares how deliberately not showing Google the full picture can lead to better performance — and why challenging the “algorithm knows best” mindset can sometimes drive stronger commercial outcomes. You’ll see a detailed case study where revenue data was intentionally overwritten before being sent to Google Ads, changing how the platform optimized bids and budget. The result was improved efficiency and business results that conventional setups would never have achieved.

We will explore the reasoning behind this approach, how it was implemented, the risks involved, and the measurable impact. Inderpaul will explain when withholding or reshaping data can make sense, how to test such strategies responsibly, and what “algorithm trust” really means for modern performance marketers.