What is PMAX?
Performance Max (PMax) is a powerful campaign type from Google Ads that lets advertisers reach their audience across all of Google’s platforms using a single campaign. This includes YouTube, Google Search, Display Network, Discover, Gmail, and Maps.
Overview We’ve been leveraging Performance Max (PMax) campaigns since 2022 to deliver exceptional results for our Culligan clients. This case study showcases why PMax is so effective for local lead generation, especially when combined with traditional search campaigns. The data presented highlights the success across multiple Culligan accounts in the US and Canada, focusing on key metrics such as Return on Ad Spend (ROAS), conversions, and HH leads.
Campaign Highlights
- Duration: June 1, 2023 – May 31, 2024
- Campaigns Analyzed: 12
- Average Return On Ad Spend (ROAS) for PMax Campaigns: 804.49%
Performance Max Campaign Analysis When combined with dialed-in local search campaigns PMax campaigns have taken lead and revenue generation to new heights for Culligan dealers. Check out the highlights below
- High ROAS Across Accounts:
- The highest ROAS achieved was 1,867.37%! This dwarfs the average ROAS (1,460%) of branded keyword campaigns, which historically have the highest ROAS among all Google Ads campaigns.
- Several campaigns achieved ROAS above 700%! This means that for every dollar spent on ads, our clients received $7 in revenue!
- Efficient Cost per Conversion:
- The average cost per conversion varied across campaigns, with leads generated for as low as $15.62!
- Notably, one campaign achieved 574.17 conversions at a cost per conversion of $26.51, resulting in a ROAS of 1,867.37%.
- Lead Generation:
- The campaigns collectively generated 732.46 household leads for our dealers, with the top campaign contributing 160.75 leads.
- High lead conversion rates further emphasize the effectiveness of PMax in not just driving clicks but converting them into actionable leads.
Comparison with Branded Keyword Campaigns While branded keyword campaigns remain a robust strategy with an average ROAS of 1462.06%, PMax campaigns have shown that they can achieve comparable, if not superior, results under the right conditions, such as:
- Expert Management: Your ad expert is skilled and knowledgeable.
- Market Demand: Your prospects’ need for water solutions is high.
- Targeting Precision: Custom segments are optimized to minimize current customer calls and focus on new leads.
The integrated approach of utilizing both PMax and search campaigns can maximize visibility and performance, driving both brand-specific and broader market reach.
Conclusion Performance Max campaigns can deliver a huge return on ad spend (ROAS) for Culligan dealers in the US and Canada. By strategically integrating PMax with search campaigns, dealers can generate more revenue and grow at a faster rate than previously.
Will this help my local service business?
Probably.
There is no single marketing medium that works for every industry in every part of North America.
The better question is, “Is PMax the most important area for investment for my business right now?”
Your marketing strategy will need a blend of lead generation sources that might include Google Search Ads, SEO, Google Local Optimization, Bing Search Ads, Facebook, Instagram, YouTube, NextDoor, OTT, CTV, Linear TV, Radio or other mediums. But it almost certainly won’t need all of them.
Which marketing sources are the 80/20 for lead generation for your business?
If you want to know the answer to that question, contact us, and we’ll create a plan to answer it for your business so you can feel confident that you know what marketing is working in your unique market.
