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“Branded search is heavily over attributed” – this may sound like a naive question, but are you certain it isn’t the case? Unless constrained, Google Ads has a tendency to allocate most of the budget towards branded as it’s easier to demonstrate RoAS that way
“Also for context our conversions are offline conversions imported from a CRM so Google Tag Gatwway isn’t an option since my understanding is that’s only for Google hosted services .” – if the CRM tracks and sends click IDs, you should be fine; if it’s sending hashed emails/phones, make sure that Enhanced Conversions are set up on the website. You may also wish to look into CDPs and attribution tools – Able CDP etc. They provide an independent attribution of offline conversions so you have a reliable source of data to compare ad platform reports / GA with; they also send click IDs with offline conversion uploads, more predictable/transparent than relying on hashed emails and Enhanced Conversions. sGTM is pointless for CRM conversions as it’s designed to proxy browser events primarily, not the offline ones.
