If you're running Google Ads for a B2B company, you've probably come across two major campaign types: Google Paid Search and Google Performance Max. While both can drive results, they work in very different ways. So how do you know which one to use? Let’s break it down.
What is Google Paid Search?
Imagine you’re a B2B SaaS company, and a potential customer searches for "best project management software for enterprises". With Google Paid Search, your ad pops up at the top, right in front of a high-intent lead who is actively looking for a solution. This campaign type is all about precision, ensuring you're targeting decision-makers who are already in the buying mindset.
Key Benefits of Google Paid Search:
- Precise Targeting: You choose the exact keywords your audience is searching for - no AI surprises.
- Full Control: Set your bids, choose placements, and refine your strategy.
- Clear Insights: Get detailed reports on which keywords drive results and which don’t.
- Budget Efficiency: Spend only on searches that align with your B2B buying journey. No wasted spend on unqualified leads.
Best for: Lead generation, SaaS, professional services, and industries where a single deal can be worth six or seven figures.
What is Google Performance Max?
Now, imagine you want to reach potential buyers before they even realize they need your solution. Google Performance Max helps you do just that by running ads across multiple Google channels - Search, Display, YouTube, Gmail, Demand Gen, and Shopping - all in one campaign.
But here’s the kicker: Performance Max is powered by AI-driven automation, meaning Google makes most of the decisions for you. It dynamically places ads, adjusts bids, and tests different creative combinations to optimize for conversions. That’s right - your ads are basically learning how to find your next customer while you focus on closing deals.
Key Benefits of Google Performance Max:
- Broad Multi-Channel Reach: Your ads appear across multiple platforms, ensuring visibility at all stages of the B2B buying journey.
- AI-Driven Optimization: Google automatically adjusts bids and placements to drive conversions and maximize ROI.
- Dynamic Creatives: Uses a mix of text, images, video, and other assets to adapt to different audience touchpoints.
- Scalability: Great for businesses looking to generate brand awareness while optimizing for pipeline growth.
Best for: Companies looking to scale, businesses targeting multiple decision-makers across a long sales cycle, marketers who want AI-driven campaign optimization, and e-commerce companies with low to mid-priced products.
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How to Choose Between Paid Search & Performance Max
Still unsure which one to choose? Let’s break it down.
Use Google Paid Search When:
- You want control over keywords and bidding - because AI doesn’t always understand complex B2B intent.
- You’re targeting high-intent users who are actively searching for solutions, not just browsing.
- You need detailed performance insights to optimize your lead generation funnel.
- Your budget is limited, and you want to focus on in-market buyers rather than top-of-funnel awareness.
Use Google Performance Max When:
- You want to expand reach beyond search and engage potential buyers across multiple Google channels.
- You’re focused on conversions & pipeline growth rather than manual campaign management.
- You have strong creative assets (videos, display ads, compelling copy) that AI can use for personalization.
- You’re targeting multiple decision-makers across different stages of a long B2B sales cycle.
Final Thoughts
Google Paid Search and Performance Max are both powerful tools, but they serve different roles in B2B marketing. While Performance Max offers scalability and automation, it also comes with trade-offs. You get limited visibility into what channels or audience segments are actually converting, making optimization more of a black box. If you need high-intent targeting and detailed control, Paid Search is the way to go.
The best approach? Use both strategically! Many B2B marketers find success by running them together - using Paid Search for bottom-of-funnel conversions and Performance Max for brand awareness.
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About the author
Morgan Oakes
Morgan is the Paid Media Director at Marcel Digital, specializing in creative ways to provide solutions in paid advertising platforms for all types of goals.