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Does PMax works for b2b (saas)
As question says, does anybody found success with pmax in b2b?
we have +50 well structured normal campaigns but our google account is really pushy about switching to pmax. Our spend is 10K USD per Mo
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1 Reply
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Nope. It doesn’t work.
Also, 50 campaigns for 10k per month is a lot. Consolidate. You don’t need that level of granularity. It hurts the algorithm. -
I’ve tried a lot but high-spending PMax campaigns are all shit. I find success when I set them up and leave them at 20€/day so they can do basically just retargeting ..
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Yes, in the medical equipment niche. I had way too much trouble working around Google’s rules to get the Shopping campaigns to work. They magically ignore all the rules with PMAX, so it was easier for me to slap all our products into one catch-all campaign and I break out individual search campaigns for specific purposes.
Also, I still have our brand campaign as a standalone search campaign; however, this mainly because we’re competing against another business with our name (unrelated line of business, but they bid a fortune on Google and Bing). I need to be able to run toe to toe with them in search specifically.
Some notes:
* Our PMAX ROAS is on par with previous search campaigns, although we’re now getting conversions from Google Shopping in other lines of business. Selling many more products across our catalog.
* Cost per click is *cheaper*, not super cheap like some others. We maybe save 30 cents a click.
* Interaction rate is kind of shit. Might have to do with ad quality, hard to say right now.
* I had our rep add our brand term as a negative keyword. We’re hoping to attract purely new customers with the PMAX campaign. We have a huge market share in our niche already, need to find new customers.
* I haven’t created *true* YouTube videos for those placements, so they’re AI generated trash. You may have better YouTube content.
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Nope. Typically, B2B has longer buying cycles with a lot of considerations and professional influencers.
People who claim B2C/DR tactics can carry over to B2B have a financial incentive to say so…
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It can work well if you (a) define your audience signals very well, (b) run a good volume of spend through search companion campaigns, and (c) set the right budget.
There are some B2B spaces that are more difficult, e.g. if you get a lot of consumer cross-over noise that’s hard to stop. Over in search, you can use keyword qualifiers, pinned qualifying copy, and negatives to weed that out. But with P-Max you have to hope the algorithm can figure it out.
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