Performance Max vs. Search: Which is Best for B2B Lead Generation?

By: Jyll Saskin Gales, Google Ads Coach

Are you a B2B lead generation business trying to decide between Performance Max and Search campaigns for your Google Ads strategy? While Performance Max offers broad reach across Google's network, Search campaigns often prove more effective for lead generation. Let's explore why.

What is Performance Max?

Performance Max campaigns automate bidding, targeting and placements across all Google channels. While it can be powerful, it lacks the granular control of Search campaigns.

What are Search Campaigns?

Search campaigns focus on keyword targeting, allowing you to reach users actively searching for your services. They offer more control over placements and messaging, making them ideal for lead generation.

Why Search Campaigns Often Win for Lead Gen

Search campaigns excel in lead generation due to their precise targeting capabilities. By focusing on relevant keywords, you can attract users who are actively seeking your services. This targeted approach typically yields higher quality leads compared to the broader reach of Performance Max.

The Conversion Tracking Challenge with Performance Max

Performance Max can struggle with lead generation if you lack full-funnel conversion tracking (Offline Conversion Tracking). Without this tracking, PMax may optimize for form fills rather than qualified leads, potentially resulting in a high volume of lower quality leads or even spam.

If you have robust full-funnel conversion tracking in place, Performance Max can be effective for lead generation. By connecting your CRM data to Google Ads, you can provide feedback on which leads convert into customers, allowing PMax to optimize for quality over quantity.

Expert Recommendation: Start with Search

For most B2B and/or lead generation businesses, I recommend starting with Search campaigns. This allows for better control over targeting and messaging, ensuring you reach the right audience with relevant offers. If you have the resources and expertise to implement full-funnel conversion tracking, then consider testing Performance Max alongside your Search campaigns.

Key Takeaways

• Search campaigns are generally more effective for B2B lead generation due to their precise targeting capabilities.
• Performance Max can work for lead gen if you have full-funnel conversion tracking in place.
• Start with Search campaigns and consider testing Performance Max if you have the resources and expertise.