The B2B Marketer’s Guide to pMax & Demand Gen with Primer Audiences

Overview

This guide focuses on how B2B marketers can leverage Primer’s custom audience generation to power two key Google Ads campaign types: Performance Max (pMax) and Demand Gen. Both can use your high match rate, ICP-aligned audiences from Primer; the difference lies in reach, targeting precision, and how each campaign type nurtures leads through the funnel.

By the end of this guide, you’ll understand the unique strengths of pMax and Demand Gen, the strategies for deploying each (or both) effectively, and the measurements that matter for B2B lead generation.

Key Metrics for Success

When running pMax or Demand Gen campaigns powered by Primer’s audiences, B2B success typically hinges on lead quality and engagement, not just raw volume. Here are the top metrics to watch:

• Cost per Qualified Lead (CPQL): Measures how much you pay for leads that meet your B2B qualification criteria (e.g., ICP fit, certain firmographics).
• Conversion Rate: Tracks how many users complete a desired action (filling out a form, booking a demo) after seeing your pMax or Demand Gen ads.
• Channel-Level Insights: For B2B Demand Gen in particular, you’ll want to see whether leads come from YouTube, Gmail, or Discover feeds—and which channel drives the best results.
• Opportunity/Revenue Impact: Ultimately, B2B lead generation is about pipeline and revenue. Make sure you integrate your CRM to track how many leads become genuine opportunities or closed deals.

3 Strategies to Test

Strategy 1: Maximizing Reach with pMax

1. Use Primer Audiences as “Signals”
   • pMax relies on Google’s AI to optimize placements across Search, Display, YouTube, Discover, Gmail, and Maps.
   • Your Primer-synced audiences serve as powerful signals to guide Google’s machine learning toward high-quality prospects.
2. Cast a Wide Net
   • Since pMax covers nearly every Google property, it’s ideal for top-of-funnel lead generation.
   • If your B2B solution appeals to a broad market, pMax can quickly fill your pipeline.
3. Focus on a Single KPI
   • pMax thrives when pointed at one major conversion goal (e.g., “Book a Demo”).
   • Use bidding strategies like Target CPA or Maximize Conversions; just be mindful that smaller ICP audiences can limit how fast you scale.

Key Consideration:
pMax lumps all channels into one campaign, so you won’t always know which specific channel (e.g., YouTube vs. Search) is driving the best conversions. You’ll have to fill in gaps with your analytics tools. Keep an eye on overall conversion quality in your CRM.

Strategy 2: Targeting Specific Feeds with B2B Demand Gen

1. Leverage Rich Creative
   • Demand Gen is a more visual, feed-based approach focusing on YouTube, Discover, and Gmail.
   • Eye-catching video or image ads capture users’ attention as they scroll, making it perfect for mid-funnel nurturing or ABM-style retargeting.
2. Precision Audience Targeting
   • If you have multiple Primer segments (like C-suite prospects vs. MQLs from last quarter), B2B Demand Gen allows you to serve tailored messages to each segment.
   • You can exclude audiences that aren’t a fit (e.g., certain job roles) to optimize budget spend.
3. Channel-Level Reporting
   • Unlike pMax, Demand Gen shows performance by channel, so you can see if YouTube outperforms Gmail or Discover for your ICP.
   • This transparency helps refine creative strategies and reallocate budget to the channels driving the best ROI.

Key Consideration:
Because B2B Demand Gen is less automated across channels than pMax, you need strong creative assets and more active optimization. This is especially worthwhile if you’re nurturing known accounts or re-engaging leads with personalized offers.

Strategy 3: Combining pMax & Demand Gen

1. Broad vs. Deep
   • Use pMax to capture a broader audience at lower funnel costs.
   • Simultaneously run Demand Gen for precise retargeting (e.g., an ABM list) or mid-funnel nurturing.
2. Sequential Touchpoints
   • pMax can drive initial awareness and lead creation.
   • Demand Gen can reinforce brand messaging and push leads further down the funnel with tailored content—think video demos or use-case visuals.
3. Full-Funnel Coverage
   • B2B buyers often need multiple touches. Combining these campaigns ensures you meet your ICP wherever they are, from early awareness to final decision-making.

Key Consideration:
Always track how each campaign contributes to conversions in your CRM. pMax might be generating new leads cheaply, but Demand Gen may be what actually nurtures them into sales opportunities.

Our Experience Testing Campaign Strategies

1. Observing Audience Quality
   • pMax often yields a higher volume of leads but needs closer qualification (especially for niche B2B products).
   • B2B Demand Gen might deliver fewer leads overall but with stronger signals of buyer intent—ideal if your budget is constrained or your ICP is very specific.
2. Balancing Bidding Approaches
   • pMax often responds well to AI-driven bid strategies (e.g., Maximize Conversions). Just be sure your audience size is sufficient for Google to optimize.
   • For Demand Gen, consider either manual or more targeted bidding strategies. Because your ads are in a feed-based environment, robust visuals and segmenting can matter as much as your bidding approach.
3. Exclusion Audiences in B2B Demand Gen
   • We see B2B marketers exclude irrelevant job roles or industries within Demand Gen for tighter budget control.
   • If you have a robust, high match rate “exclusion” list from Primer, you can avoid unwanted clicks that rarely convert.

Measurement & Reporting

1. Set Up CRM Integration
   • Combine Google Ads data with your CRM to track leads beyond the first form fill. This is critical to see which campaign type delivers qualified opportunities, not just raw leads.
2. Assess Cost Per Qualified Lead (CPQL)
   • If pMax drives a higher volume but lower quality, weigh the overall CPQL.
   • If B2B Demand Gen yields fewer but more targeted leads, the higher CPL might still translate into better pipeline outcomes.
3. Monitor Incremental Touchpoints
   • Many B2B buyers engage with multiple channels before converting. Keep an eye on multi-touch attribution to gauge each campaign’s influence.
4. Look for Channel-Level Performance
   • pMax lumps channels together, so consider site analytics or advanced attribution to dig deeper.
   • B2B Demand Gen surfaces YouTube vs. Discover vs. Gmail data directly in Google Ads, helping you pivot on creative or budget allocations as needed.

Final Thoughts

• Performance Max (pMax) is ideal for broad, fast scaling and letting Google’s AI do the heavy lifting in reaching more potential leads.
• B2B Demand Gen provides more targeted, visually driven campaigns—perfect for nurturing and ABM-like strategies.
• Using both campaigns can offer a one-two punch: pMax to fill the funnel and Demand Gen to refine and nurture leads toward conversion.

Ready to get started? Leverage Primer to build high match rate B2B audiences, deploy them in pMax or Demand Gen, and systematically measure real pipeline impact. By choosing the right campaign type (or combination), you’ll unlock more efficient spend and better B2B lead generation results.

Interested in deeper guidance or help building your primer-powered campaigns?
Reach out to us at Primer to learn how we can tailor your campaign approach, ensuring you’re targeting the right audience at the right time with the right message—so you can close more high-value deals.