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Topic · Performance marketing
Different rules than ecommerce. Most teams misuse it.
Definition
Performance Max (PMax) is Google Ads' automated multi-channel campaign type that uses Google's bidding AI across Search, Display, YouTube, Gmail, Maps, and Discover. For B2B lead generation, PMax requires specific asset group structure, conversion value modeling, and audience signals different from the e-commerce default settings.
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FAQ
Yes, with the caveat that conversion modeling needs to weight downstream events (MQL, SQL, opportunity) heavier than form fills. Without that, PMax optimizes toward easy leads, not pipeline.
Two to four. One per product line or persona segment. Below two starves the algorithm; above four splits volume too thin.
Not for branded queries. Branded Search has higher intent and lower CPC. PMax handles non-branded discovery; Search handles brand defense.
First-party customer match lists and intent audiences. Demographic-only signals underperform.
Two to four weeks of consistent budget and conversion volume. Switching strategies before then resets the learning phase.
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