Performance Max (PMax) campaigns can be a powerful tool for lead gen. If you’re considering using PMax for leads, here’s a simple breakdown of how to set it up and some handy tips to get the most out of it.
Setting Up PMAX for Lead Gen
Setting up a PMax campaign for lead gen is quite similar to using PMax for e-commerce. On our blog, you can find a step-by-step guide!
But Lead Gen PMax has a few key differences:
1. No Product Feed:
Unlike e-commerce campaigns, you won’t be using a Product Feed here. Instead, you can use a page feed if necessary, though it’s not essential.
How to add a Page Feed to PMax?
Upload Your Page Feed:
🔹 Go to tools > Business Data > Plus (+)
🔹 Select Page Feed, upload your file, and save
Link to PMax Campaign:
🔹 In your PMax settings, go to Additional Settings > Page Feed
🔹 Select the uploaded feed (choose the right one if you have multiple).
Save and Done!
2. Leverage High-Quality Creatives:
Make sure you have professional-looking videos and images for the campaign. Strong visuals significantly impact performance.
3. Choose Search Themes Carefully:
PMax and traditional search campaigns can overlap. To avoid cannibalization:
🔹 Use different search themes in PMax than those in your keyword-based search campaigns.
🔹 If you can’t, consider running your search campaigns with exact match keywords only.
4. Decide on Campaign Type:
Determine whether you want the campaign to focus on your brand or be more general:
🔹 For brand-focused PMax, include branded keywords.
🔹 For a general PMax campaign, use brand exclusions to prevent ads from showing on branded keywords.
Tips for Running a Successful PMax campaign for Lead Gen
1. Use PMax When It Makes Sense:
PMax works best if:
🔹 You already have lots of data and conversions from other campaigns.
🔹 Your brand is well-known, making it easier to attract leads.
🔹 You want to explore multiple acquisition platforms but don’t have the budget to test them all separately.
2. Dynamic Search Campaigns May Fade:
If you’re currently using Dynamic Search Ads, be aware that PMax might gradually take over their role. Especially when you use a page feed in PMax.
Use our script to monitor where your PMax campaign is showing. This helps you understand its performance and make necessary adjustments.
Our PMax script is primarily designed for e-commerce clients, but it works just as well for Lead Gen campaigns. The main difference? Your shopping-related data in the reports will simply show as zero. This makes it easy to focus on analyzing your PMax placements and optimizing them effectively. A significant advantage of using the script is that it provides daily updates, ensuring you have a clear and consistent view of your campaign’s performance.
