While auditing PPC accounts from agencies, freelancers and in-house teams, I’ve found that Performance Max campaigns typically fall into one of four categories. Below, I’ll break down each category, ...

PMax for B2B depends on conversion signals, market size, and tolerance for automation. Learn when it’s worth testing.

When Performance Max first came onto the scene, it was a bit of a “Wild West” in testing and sentiment. Some were thrilled about the opportunity to access greater visual inventory without carving out ...

When Google first announced the existence of Performance Max back in 2020, to say I was skeptical of this ad unit would’ve been an understatement. When it rolled out to everyone in 2021, I described ...