Is Google Ads Performance Max Effective for Lead Generation?

Recently, I’ve encountered several clients who have been using Performance Max (Pmax) campaigns in their Google Ads for lead generation. Initially, these campaigns seemed to be performing exceptionally well, boasting a low cost per conversion. However, these clients were puzzled as to why they were only receiving low-quality or spam leads.

This issue isn't unique to one client; it has been a recurring theme across multiple accounts using Pmax campaigns for lead generation.

The primary reason for this discrepancy is that, unlike e-commerce campaigns where sales are tracked as conversions, most lead generation campaigns track form submissions and calls as conversions.

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