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Video Ads- DG- PM
Posted by on December 9, 2025 at 3:11 amIm running search ads for health insurance and stuck at a call cost thats pretty high. Ik people in my industry run video ads too. Im looking for some advice from people that have used Demand Gen or PMax and if its worth it or not. Could be for any lead gen business but ive never used them and am wondering if its just something google rolled out again to waste our money haha.
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1 Reply
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I’d try PMAX before demand gen, which is more geared towards upper funnel awareness/prospecting tactics – not something that’s going to drive volume at an efficient CPL. PMAX can work good but add plenty of high intent search themes to give the campaign good signals. Also utilize as much 1P data as you can as audience signals in PMAX as well – the more the better. With that said, you’ll still have to keep an eye on search terms and be good about adding negatives. Another thing to look out for is lead quality – I run into accounts that use PMAX which drive really good in platform conversions as leads, but lead quality sucks.
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Demand Gen can work for insurance, but only if you optimize to a clean, verified event like qualified calls; otherwise it will flood you with cheap, low-quality leads.
PMax is even riskier for this vertical because it mixes in Display, YouTube, and Search without control, so if your primary conversion isn’t airtight, quality tanks fast.
If you test either one, start with a small budget, strong video assets, and a validated lead signal, or you’ll burn spend quickly.
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