Project overview

Launched on behalf of our client in late 2024, Performance Max (PMax) quickly established itself as a new growth engine in the PPC mix. Running with a themed asset group and initially relying on AI-generated visuals, PMax demonstrated its ability to deliver incremental conversions at an improved efficiency compared to generic search.

Whilst converted lead CVR is naturally lower due to its broader reach and upper-funnel coverage, PMax has proven highly efficient at generating quotes. With new client-provided creative assets being introduced, engagement and conversion performance are expected to improve even further.The results so far: thousands of new quotes generated, hundreds of converted leads, and a strong 178% ROAS.

Scope of work

PMax Launch & Setup

Rolled out PMax with multi-themed asset groups. Despite limited creative inputs, the campaign immediately showed strong efficiency and incremental performance.

Efficiency in Quotes

PMax outperformed generic search on cost efficiency while adding incremental volume to the funnel.

Instruction Conversion

As expected with an upper-funnel channel, instruction CVR was lower than search. However, the additional quote volume continued to feed downstream conversion growth.

Creative Expansion

Initial assets relied heavily on AI-generated visuals, but client-provided creatives were later introduced. Since adding these assets, we are seeing a noticeable uplift in engagement, strengthening brand alignment, and driving better results.

Strategic Role

PMax complements brand and generic search campaigns by providing reach, scale, and efficient conversions, ensuring a balanced funnel strategy.