{"id":8163,"date":"2023-02-14T15:23:03","date_gmt":"2023-02-14T15:23:03","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/02\/14\/why-performance-max-for-lead-generation-often-fails-and-how-to-make-it-work\/"},"modified":"2023-02-14T15:23:03","modified_gmt":"2023-02-14T15:23:03","slug":"why-performance-max-for-lead-generation-often-fails-and-how-to-make-it-work","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/02\/14\/why-performance-max-for-lead-generation-often-fails-and-how-to-make-it-work\/","title":{"rendered":"Why Performance Max for lead generation often fails and how to make it work"},"content":{"rendered":"

Many ecommerce advertisers are starting to better understand how to set up and optimize Performance Max<\/a>, but it\u2019s still a very difficult campaign type for lead gen accounts.<\/p>\n

The funnel-driven nature of leads and the variance in quality are two of the biggest impediments.<\/p>\n

Unlike ecommerce where a purchase signifies the \u201cend\u201d of the transaction, lead creation is the beginning of the sales process \u2013 and just because someone fills out a form doesn\u2019t make them a quality lead.<\/p>\n

With so much more left to play, it\u2019s dangerous to allow Google to judge its contributions based on data from that limited window.<\/p>\n

Few lead generation advertisers use Performance Max so there\u2019s considerably less to say than there is for ecommerce. <\/p>\n

These observations and recommendations come from my experience, and I\u2019ve answered some common questions about optimizing Performance Max for lead gen.<\/p>\n

So what makes this such a tough thing to get right?<\/p>\n

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