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Category: Google Ads

Maximize B2B Results: 5 Essential Tips for Performance Max

In the evolving world of B2B marketing, Performance Max has emerged as a powerful, yet often misunderstood, tool. Over the years, I’ve witnessed its transformation from an uncertain trial to a crucial part of my B2B marketing toolkit.

The core principles still hold true: skepticism is essential, first-party data remains invaluable, and experimentation is a must. Google has improved in integrating these elements, making it important for me to adapt my strategies accordingly.

Let me share five best practices that have helped me enhance my Performance Max campaigns effectively.

1. Guide AI with the Right Inputs

In 2022, as Google aggressively promoted automated PMax campaigns, I predicted a surge in AI integration. This shift has indeed occurred, driven by competitors like ChatGPT. AI Max for Search and PMax have taken center stage, with improvements making PMax more viable for the B2B landscape.

Some updates I’ve embraced include search themes for precise targeting, brand exclusions to control costs, and account-level channel reporting, which allows me to see performance across all campaigns. By segmenting conversion metrics, I can identify and optimize on overperforming channels.

Get started with Semrush to ensure your brand shows up where it matters most.

2. Address Persistent Lead Quality Issues

B2B lead quality has always been a concern in search campaigns. PMax’s lack of control has made it even more challenging. To combat this, I’ve relied heavily on offline conversion tracking (OCT). It’s a vital element for successful B2B campaigns.

In addition to OCT, I’ve been using enhanced conversions for leads, along with reCAPTCHA, to reduce low-quality leads from my PMax campaigns.

3. Build Stronger Audience Signals

With the end of third-party cookies and the phasing out of Similar Audiences, I’ve focused on leveraging PMax’s audience signals. By feeding high-quality first-party data to the AI, I’ve managed to target the right prospects efficiently.

Cleansing and segmenting CRM data to create robust audience lists close to revenue points are pivotal to capturing valuable new users.

4. Make Creative a Performance Lever

Creative content plays a crucial role in engaging the right audience. Given YouTube’s significance in PMax campaigns, producing quality video content is more critical than ever. Google’s new tools for AI-generated assets and creative A/B testing have made this process much easier.

Testing these elements helps me identify what truly resonates with my audience and optimize accordingly.

5. Use Reporting to Drive Decisions

Transparency in results has been a sticking point with PMax, but recent reporting updates from Google offer more insights than before. Utilizing search term insights and auction insights provides me with clarity on performance metrics, enhancing my optimization capabilities.

With asset-level reporting, I can see how creative assets perform and make data-driven decisions to boost my campaigns’ success.

Don’t miss out on optimizing your search visibility with Semrush’s comprehensive AI toolkit.

Make Performance Max Work for You

These updates have made PMax a more practical tool for B2B marketers like me, especially when equipped with strong first-party data. I always strive for more control and transparency, balancing Google’s tools, and leveraging every resource available to optimize my campaigns.

Stay ahead by exploring the latest Google releases that add visibility and control, making Performance Max truly work for you.

Inspired by this post on Search Engine Land.

May 1, 2026
Unlock Brand Insights with Google’s New Association Metric

Recently, I discovered Google’s latest addition to their Google Ads arsenal: the Association metric in Brand Lift Studies. This innovative feature reveals how consumers connect brands with essential attributes, bridging the gap between awareness and consideration.

Google is addressing a critical gap by providing advertisers with a clearer view of how their brand is truly perceived—not just recalled.

What’s new. With this update, Google Ads introduces a fresh “Association” metric within Brand Lift Studies. As advertisers, we can specify a concept, category, or attribute, and Google will survey users to determine which brands they associate with these ideas.

How it works. This revolutionary metric evaluates whether audiences link our brand to a desired positioning—such as “premium” or “sustainable”—offering a sophisticated perspective on brand perception.

Why we care. This new metric allows us to measure brand positioning, not just surface-level awareness or recall. It’s crucial to understand if our campaigns genuinely influence how consumers perceive our brand—vital for those targeting specific attributes or categories.

Between the lines. Previously, Brand Lift focused on awareness, recall, and consideration. Now, Association dives deeper, illuminating whether our messaging shapes how people perceive our brand, beyond mere recognition.

The catch. However, there’s a catch: we can only choose three Brand Lift metrics per study. Adding Association requires us to balance the existing KPIs.

The bottom line. Association provides a strategic perspective on brand building, enabling us to measure whether our intended messages resonate with consumers.

First seen. This update was first spotted by Google Ads expert, Thomas Eccel, who shared the news on LinkedIn.

Inspired by this post on Search Engine Land.

April 30, 2026
Mastering Google AI Max: New Controls and Exciting Expansions

I’ve recently explored fascinating updates in the world of Google AI Max, and I’m thrilled to share how these changes are reshaping online advertising

Google is significantly expanding AI Max across more campaigns, offering advertisers like us enhanced control over AI-driven targeting and messaging. This comes just as user search behaviors are leaning more towards conversational queries.

What’s new?

AI Max Expansion: It’s exciting to see AI Max moving beyond just Search, now rolling out to Shopping campaigns and travel-specific formats. This broadens the reach across various advertiser types.

Introducing AI Brief (Powered by Gemini): A remarkable new interface is here, allowing advertisers like us to guide AI using natural language inputs, providing an unprecedented level of control.

Compliance Features: Text disclaimers paired with URL automation help us stay compliant while leveraging automated landing page selection.

Why it Matters: AI Max is not just adding automation; it’s becoming a foundational aspect across Search, Shopping, and Travel. This means automation is increasingly key in matching ads to user intent, capturing demand earlier in the customer’s journey.

The AI Brief and other compliance features empower us with more control, ensuring our campaigns don’t feel like a “black box.”

Smarter Shopping: By using Merchant Center data, AI Max for Shopping creates adaptive ads that respond to long-tail and exploratory queries, helping brands appear earlier in the discovery phase.

Travel Consolidation: For travel advertisers, the consolidated Search Campaigns for Travel simplify operations by bringing fragmented formats together, reducing complexity with AI Max capabilities.

More Control: AI Brief addresses a major concern: compliance control in automated systems. I can define messaging rules and prioritize queries, ensuring feedback before campaigns launch.

Automation Meets Compliance: The final URL expansion uses AI for optimal landing page relevancy, while new text disclaimer features keep legal messaging intact, making AI viable in regulated sectors.

The Bottom Line: AI Max is transitioning from a search add-on to a core Google Ads component, blending automation with advertiser input to suit an AI-driven search landscape.

Inspired by this post on Search Engine Land.

April 30, 2026
Mastering Paid Search: What to Optimize When Keywords Matter Less

In today’s digital landscape, I’ve noticed that paid search platforms are evolving to prioritize who sees my ads, often without depending solely on my chosen keywords.

This shift means I need to focus on optimization strategies beyond just keywords, such as leveraging audience data, enhancing landing page context, and understanding conversion behaviors. Recognizing this shift is crucial for me to know where to focus my efforts now.

A decade ago, keywords gave me a sense of control. Back then, hypersegmentation and single keyword ad groups were the norm.

We’d meticulously create unique landing pages for each keyword in every ad group, reveling in the manual process, convinced that we controlled the machine.

Times have changed, and the forecast of Google and Microsoft phasing out keywords feels more real than ever.

With tools like Performance Max and emerging AI Max solutions, along with contextual LLM-driven searches such as ChatGPT, I see the industry leaning towards a keywordless future.

Still, keywords remain vital as they reveal user intent and indicate where users stand in their journey:

If these signals are now managed behind a black box, my role as a marketer is evolving. So, what am I optimizing for?

Dig deeper: Beyond keywords: Mastering AI-driven campaigns

Intent is now inferred from a web of signals, relegating individual keywords to the background. My optimization focus should now be on three main pillars in 2026.

Google now emphasizes customer match and first-party data over mere queries. With Data Manager API integration, it identifies users in auctions matching my key deals.

No longer do I bid on “cloud security.” Instead, I target IT directors (sharing first-party data) investigating SOC 2 compliance, even if they search for something vague like “scaling infrastructure.”

B2B match rates can be challenging, but this is where I must innovate my strategy, broadening one-to-one list matching and collaborating with integration partners.

Clustering individuals by shared pain points and offering on-site experiences help me understand their verified intent before reaching the remarketing list.

My landing page serves as a vital data source. Google’s AI examines it to grasp the nuances of my offerings, making creative assets crucial signals that align with my target themes and keywords.

If my landing page effectively communicates “mid-market manufacturing,” AI identifies relevant users regardless of specific keyword use, transforming my “keyword strategy” into a content strategy.

Opting for a creative approach similar to Meta’s, where Andromeda elevates the creative as a primary targeting signal, is beneficial. These creative inputs define my audience, demanding a balance between creative and technical input.

Journey-aware bidding and value-based bidding mean algorithms now analyze a user’s journey beyond the final click.

Optimization now targets “high-value need states,” feeding the system data about mid-funnel behaviors that result in significant contracts.

Dig deeper: Why better signals drive paid search performance

The most profound change for digital marketers, including myself, is shifting focus from query-level to user-level intent.

While the previously ignored query “how to manage payroll” might not have targeted enterprise SaaS companies, AI now understands if that user is a financial VP at a large firm, indicating commercial intent.

If it’s the right user, the right signals should prompt AI to act on their purchasing stage.

As AI handles matching, my role shifts towards becoming a data architect.

Data quality determines my success. I must feed AI with valuable leads to optimize for value-based bidding effectively.

Assessing the health of my signal, from landing pages optimized for AI readability to correct technical content, ensures Google accurately targets my audience.

I now focus less on micromanaging search terms and more on managing brand exclusions and negative themes.

The future of search is about being the best solution for the right individual at their evolving need state.

Keywords served as training wheels, but it’s time to see how quickly my data can propel me forward.

Dig deeper: Why PPC teams are becoming data teams

Inspired by this post on Search Engine Land.

April 27, 2026
Resolving Delays in Google Ads Demand Gen Reviews

I’ve recently experienced frustrations with Google Ads as there’s a known issue causing Demand Gen ads to face review delays of over a week. Google acknowledges this problem and assures us that they’re working on a solution.

Some of us advertising on Google have noticed our ads are lingering in review, taking more than seven days—something that deviates from normal review timelines.

What’s happening. Matthew Skelton, a senior PPC specialist I follow, has pointed out a trending issue: Demand Gen campaigns stuck in review for an unexpectedly long time. This delay is noticeable across various accounts and industries, seemingly without any policy breaches causing it.

Interestingly, other campaign types, like Search and Performance Max, aren’t affected and continue processing as usual, which suggests the problem is isolated to Demand Gen ads.

Why we care. For those of us using Demand Gen to test creatives and drive top-of-funnel results, speed is crucial. Long review times hinder our ability to iterate swiftly, delay launches, and make it challenging to respond to seasonal trends or time-sensitive opportunities.

A delay lasting a week can disrupt our pacing and diminish the effectiveness of campaigns relying on rapid optimization.

The response. Ginny Marvin, a Google Ads Liaison, acknowledged this issue specifically impacting Demand Gen image ads, admitting reviews are taking longer than anticipated. She assured us that Google’s team is actively seeking a solution, but no clear timeline has been provided yet.

Bottom line. If you’re experiencing delays with your Demand Gen ads, know that it’s a widespread issue acknowledged by Google rather than something you can directly address.

First seen. This situation was first reported by Matthew Skelton, who shared his insights on LinkedIn.

Inspired by this post on Search Engine Land.

April 24, 2026
Boost YouTube Conversions with Google’s Enhanced Demand Gen Tools

I’ve been following the latest updates from Google, and it’s exciting to see how they’re enhancing Demand Gen tools. These updates are designed to help advertisers like me convert quicker and reach more new customers on platforms like YouTube.

What’s happening. Google has integrated Demand Gen into their Commerce Media Suite. This means I can now leverage retailers’ first-party catalog and conversion data to connect with high-intent shoppers across YouTube, Discover, and Gmail.

The introduction of view-through conversion (VTC) optimization is another great addition. It allows my campaigns to focus on conversions that occur after an ad is viewed—speeding up performance significantly.

Why we care. These updates enhance the effectiveness of Demand Gen by turning views into tangible conversions. By utilizing retailer data and optimizing for view-through activities, I’m able to engage high-intent users, even if they don’t immediately click. This results in faster outcomes and increased customer acquisition.

Between the lines. Google is now focusing beyond clicks, using richer commerce data and view-based attribution to generate results in more passive, discovery-rich environments like YouTube.

What to watch. I expect more exciting announcements about Demand Gen at upcoming events like Google Marketing Live. As YouTube evolves, it’s becoming a comprehensive performance channel.

Bottom line. With these updates, Google has transformed Demand Gen into a robust, data-driven machine for converting high-intent audiences—especially on YouTube.

Dig deeper. Demand Gen Drop – April 2026

Inspired by this post on Search Engine Land.

April 23, 2026
Master Google Ads: Boost High-Value Customer Acquisition & Retention

I recently dove into Google Ads to explore their new customer acquisition goals. With fresh capabilities like high-value customer bidding and retention targeting, I was curious about how they could boost my marketing efforts.

Many strategies still assume new customers are the most valuable, but this breaks down rapidly. Not every new customer is worthwhile, and ignoring existing ones can be a mistake. The crux is Google’s high-value customer and retention bidding goals.

Google uses predictive bidding to pinpoint high-value customers, but the key is the customer match list I upload. To tweak settings, I venture into the customer lifecycle optimization section under Goals > Summary and select Edit Goal.

Here, I set a higher new customer value to bid aggressively for high-value clients. Google usually suggests a value based on higher LTV, but I ensure it aligns with my strategy before making adjustments.

Once adjusted, Google’s reports reflect the added conversion value alongside the actual sale or lead value. If using cost-per-conversion models, the discrepancy is less impactful. However, it can skew ROAS in a ROAS-based model. Luckily, Google introduced a column to separate true and additional values for clarity.

Dig deeper: Google Ads quietly rolls out a new conversion metric

Building high-value customer audiences means adding an audience list of high-value customers. I think about what makes my customers valuable, whether due to high order values or interest in premium services.

Once I compile and upload the list, I need at least 1,000 active members on YouTube or Search networks to serve effectively. Including additional data like phone numbers and addresses improves my match rates.

If I want a streamlined approach, tools like Klaviyo can integrate audiences directly into my Google Ads account, often yielding high match rates.

With everything set in the customer lifecycle optimization section, it’s time to optimize my campaigns. I can’t apply both bidding goals to the same campaign, so I tailor my targeting and ad copy to different customer types.

For campaigns focusing on high-value new customers, I expand the Customer Acquisition segment and choose a bidding option to target specifically new customers.

It’s critical that my ad content resonates whether I’m aiming for new clientele or re-engaging past customers.

When it comes to re-engaging lapsed customers, I set bidding parameters for retention back under Goals. There, I find lists for lapsed and high-value lapsed customers, if I have the data to support them.

Google suggests values or lists, but accuracy is key before saving adjustments. In Performance Max campaigns, lapsed customers may see a variety of ads, making it essential my messaging speaks to them effectively.

See the complete picture of your search visibility.

Everything hinges on having reliable inputs like quality customer match lists and performance metrics. Used right, lifecycle bidding can prioritize valuable customers and revive lapsed ones, but careless usage just skews data without driving real results.

Inspired by this post on Search Engine Land.

April 23, 2026
Unlock Early Features with Google’s App Labs for Advertisers

I recently discovered that Google is quietly testing something quite intriguing—a new “App Labs” beta in Google Ads. This development is offering app advertisers early access to experimental campaign features before they’re available to everyone.

What’s new? There’s a new dedicated tab within the App advertising hub. Here, advertisers like me can explore limited-time experiments, provide valuable feedback, and take a sneak peek at tools still in development.

Why do I care? Well, Google providing early access means I get a chance to test, learn, and optimize before competitors catch on. This early adoption could give my advertising efforts a significant performance edge, helping me adapt more quickly as new tools standardize.

Zoom in. Features in App Labs are essentially short-run tests. They’re not guaranteed to roll out on a permanent basis, but they offer Google real-world feedback while giving me a first-mover advantage.

Between the lines. This is essentially a sandbox for app campaigns and signals that Google values advertiser input early in the product cycle.

What to watch. As an early adopter, I might see performance advantages by testing and adapting to features long before my competitors are even aware of them.

First seen. I first heard about this update from Google Ads expert Thomas Eccel, who spotted it and shared the news on LinkedIn.

Inspired by this post on Search Engine Land.

April 23, 2026
Boost Your App Campaigns with Google’s New Consent Insights

I’ve got some exciting news about Google Ads: They’ve introduced something called App Consent Insights! This new feature aims to give us, the advertisers, a much clearer picture of how consent affects our app campaign performance.

What’s new? There’s this cool diagnostics view that breaks down consent data across various apps, platforms, regions, and traffic sources. It’s a game changer for understanding where we might have gaps in our setup.

Zoom in. I can now see an overall consent rating described as “Excellent,” “Good,” or “Poor.” Plus, there’s a live count of apps actively sending consented data and a detailed table that shows consent rates for conversions, including the differences between EEA and non-EEA users.

Why it matters to us. With privacy regulations getting stricter, consent isn’t just a compliance issue—it’s a critical factor for measurement and optimization. This update gives us more visibility into how consent setups could be holding back our performance.

Between the lines. Google is making it easier for us to measure and act on consent data at a time when signal loss significantly impacts campaign performance.

What to watch. We should start looking at optimizing not just for conversions, but also for improving consent rates as another lever of performance.

Bottom line. With better visibility into consent, we can achieve better data quality and ultimately, better campaign outcomes.

First seen. Google Ads expert Thomas Eccel first noticed this update on LinkedIn.

Inspired by this post on Search Engine Land.

April 22, 2026
Google Revamps Budget Pacing for Scheduled Ads

Recently, I discovered that Google has made some significant changes to how it paces budgets for Google Ads campaigns with ad schedules. The company is now ensuring that it uses the full monthly budget, even if the ads are not running every day.

What’s Changing Starting June 1, campaigns will pace toward spending the entire monthly budget limit (30.4 times the daily budget) regardless of the ad schedule. Previously, the pacing was dependent on how many days ads were active.

What’s Not Changing Things such as daily and monthly spending caps remain untouched. Campaigns will still not exceed double the daily budget in one day or 30.4 times the daily budget over the course of a month, ensuring ads won’t run on disabled days.
Why It Matters Advertisers who utilize limited schedules, like running ads only on weekdays or during specific hours, might notice accelerated spending. Google is now determined to reach the entire monthly budget, rather than scaling back on days ads can run.
Zoom In This modification means that campaigns with fewer service days could see a more aggressive spend on those active days. For instance, if ads only run for half the month, Google can still spend up to the daily maximum each day without needing to economize elsewhere, all the while staying within the monthly cap.

Between The Lines This approach appears to prioritize maximizing budget utilization over evenly distributing spend, giving Google’s systems enhanced flexibility to capture demand when campaigns are active.
What To Watch If you have tight schedules, you may need to reconsider your budget allocations and performance expectations, as spending could be more concentrated on active days.
Bottom Line Budget pacing is shifting focus from when ads are posted to ensuring the budget is fully utilized each month.
First Seen Several advertisers hinted at receiving communications from Google regarding this, but Google Ads Coach Jyll Saskin Gales provided more clarification through LinkedIn.

Inspired by this post on Search Engine Land.

April 22, 2026

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