{"id":698356,"date":"2025-11-09T10:25:11","date_gmt":"2025-11-09T07:25:11","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/"},"modified":"2025-11-09T10:25:11","modified_gmt":"2025-11-09T07:25:11","slug":"why-b2b-brands-are-shifting-from-keywords-to-performance-max","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/","title":{"rendered":"Why B2B brands are shifting from keywords to Performance Max"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a37c58896df6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a37c58896df6\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/#Accounts_embracing_AI-powered_tools_are_outperforming_keyword-only_strategies_Heres_what_you_need_to_know_before_you_get_left_behind\" >Accounts embracing AI-powered tools are outperforming keyword-only strategies. Here&#8217;s what you need to know before you get left behind.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/#The_stars_have_aligned_for_AI-forward_advertising\" >The stars have aligned for AI-forward advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/#The_holistic_approach_youve_been_missing\" >The holistic approach you\u2019ve been missing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/#Performance_Max_is_replacing_keyword-dominant_strategies\" >Performance Max is replacing keyword-dominant strategies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/#AI_Max_The_next_evolution\" >AI Max: The next evolution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/#The_cost_of_resistance\" >The cost of resistance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/#How_to_prepare_for_an_AI-first_future\" >How to prepare for an AI-first future<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/why-b2b-brands-are-shifting-from-keywords-to-performance-max\/#The_future_belongs_to_AI-forward_advertisers\" >The future belongs to AI-forward advertisers<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Accounts_embracing_AI-powered_tools_are_outperforming_keyword-only_strategies_Heres_what_you_need_to_know_before_you_get_left_behind\"><\/span>Accounts embracing AI-powered tools are outperforming keyword-only strategies. Here&#8217;s what you need to know before you get left behind.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>The shift away from fully keyword-targeted search campaigns has been building for years \u2013 but this week, it reached a tipping point.<\/p>\n<p>Two account managers on my team, each handling different clients in different industries, came to me with the same uneasy admission.\u00a0<\/p>\n<p>They were leaning toward dropping some of their keyword search campaigns in favor of Performance Max.<\/p>\n<p>Not all of them. But some.\u00a0These weren\u2019t impulsive calls.\u00a0<\/p>\n<p>They were data-backed decisions made after months of testing, optimization, and watching Performance Max consistently outperform keyword-targeted campaigns.<\/p>\n<p>Are we heading toward keywordless targeting? Not quite.\u00a0<\/p>\n<p>But we\u2019ve reached a stage where some accounts are no longer keyword-dominant \u2013 and that shift changes everything.<\/p>\n<p>When seasoned PPC marketers who\u2019ve built their careers on keyword strategies start making this recommendation, it\u2019s time to pay attention.\u00a0<\/p>\n<p>The landscape has changed, and if you\u2019re still resisting, you\u2019re not being cautious \u2013 you\u2019re forfeiting growth.<\/p>\n<h2 id=\"the-stars-have-aligned-for-aiforward-advertising\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_stars_have_aligned_for_AI-forward_advertising\"><\/span>The stars have aligned for AI-forward advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s what\u2019s h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ening right now:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>AI Overviews are appearing more frequently in search results.\u00a0<\/li>\n<li>Google\u2019s AI Mode is gaining adoption.\u00a0<\/li>\n<li><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> viewership continues to climb.\u00a0<\/li>\n<li>Users are searching, scrolling, streaming, and shopping differently than they did even a year ago.<\/li>\n<\/ul>\n<p>If the way people engage with Google has fundamentally changed, doesn\u2019t it make sense that the way we manage campaigns should change too?<\/p>\n<p>Google has been moving toward AI-powered campaigns for years, but 2025 is different.\u00a0<\/p>\n<p>This is the year where AI-forward strategies aren\u2019t just nice to have \u2013 they\u2019re essential.\u00a0<\/p>\n<p>The advertisers who embraced Performance Max, Demand Gen, and now AI Max early are seeing results.\u00a0<\/p>\n<p>The ones who are still waiting? They\u2019re watching their competitors pull ahead while they sit at the station.<\/p>\n<h2 id=\"the-holistic-approach-youve-been-missing\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_holistic_approach_youve_been_missing\"><\/span>The holistic approach you\u2019ve been missing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Across client accounts \u2013 and in conversations with prospects \u2013 I\u2019m seeing a clear pattern:<\/p>\n<p>B2B companies that focused too heavily on performance marketing are now admitting they have a brand trust problem.\u00a0<\/p>\n<p>On the flip side, companies that invested only in awareness are struggling to convert.<\/p>\n<p>The answer isn\u2019t choosing one or the other. It\u2019s both.<\/p>\n<p>I used to call it awareness campaigns. Now I\u2019m calling it what it really is: brand trust campaigns.\u00a0<\/p>\n<p>Because when you show up consistently across platforms, you\u2019re building more than awareness \u2013 you\u2019re building trust that your brand exists, matters, and can solve your customers\u2019 problems.<\/p>\n<p>While LinkedIn and Meta often dominate brand trust conversations, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/13695777?hl=en\">Google\u2019s AI-forward Demand Gen campaigns<\/a> deserve serious attention.\u00a0<\/p>\n<p>These campaigns use first-party data and website engagement signals, and they\u2019re currently the only campaign type that can target lookalike segments across the web.\u00a0<\/p>\n<p>With high-impact images and videos, they function like social ads with strong engagement and brand recall.\u00a0<\/p>\n<p>When you pair brand trust campaigns like Demand Gen with Performance Max \u2013 which will likely soon appear in AI Overviews, AI Mode results, and across Google\u2019s entire ecosystem \u2013 you\u2019re building a program with staying power.<\/p>\n<p><strong><em>Dig deeper: How to optimize B2B PPC spend when budgets and confidence are low<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 id=\"performance-max-is-replacing-keyworddominant-strategies\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Performance_Max_is_replacing_keyword-dominant_strategies\"><\/span>Performance Max is replacing keyword-dominant strategies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019m not saying keywords are dead \u2013 but 100% keyword-targeted search campaigns are no longer the dominant strategy.<\/p>\n<p>In those two accounts I mentioned earlier, the path to dropping some keyword campaigns wasn\u2019t overnight. It was methodical.<\/p>\n<p>While our clients initially wanted to advertise every service, it wasn\u2019t feasible to promote everything through keyword-targeted campaigns \u2013 it was simply too costly.<\/p>\n<p>We went with a keyword-based strategy for top-tier services, and tested Performance Max for tier-two and tier-three services.\u00a0<\/p>\n<p>The results were promising, so we were given more budget.\u00a0<\/p>\n<p>After several months, conversion rates and sales data made it clear.\u00a0<\/p>\n<p>Performance Max was a rising star. We added top-tier services to PMax to complement existing search efforts.<\/p>\n<p>Is the final step completely dropping those keyword campaigns and going all-in on Performance Max? Maybe someday.\u00a0<\/p>\n<p>Now, this isn\u2019t an all-or-nothing scenario for every account.\u00a0<\/p>\n<p>In many cases, Performance Max and keyword campaigns work beautifully together.\u00a0<\/p>\n<p>But what I am seeing is a clear trend: Performance Max is earning more budget, more trust, and more results.<\/p>\n<p>Think about what these AI-powered campaigns actually do.\u00a0<\/p>\n<p>They create opportunities for your brand to show up consistently across search, Google, and YouTube.\u00a0<\/p>\n<p>By the time someone is ready to convert, they may search directly for your brand or use a high-intent keyword \u2013 and your Performance Max campaign will be there.\u00a0<\/p>\n<p>But you\u2019ve already built awareness, trust, and consideration long before that moment.<\/p>\n<p><strong><em>Dig deeper: Top 6 B2B paid media platforms: Where and how to advertise effectively<\/em><\/strong><\/p>\n<h2 id=\"ai-max-the-next-evolution\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AI_Max_The_next_evolution\"><\/span>AI Max: The next evolution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google\u2019s newest offering, AI Max for Search campaigns, represents yet another evolution.\u00a0<\/p>\n<p>Early results from our testing are mostly flat \u2013 which is actually fine at this stage.\u00a0<\/p>\n<p>But here we are again, facing the same hesitation we saw with Performance Max when it first launched.<\/p>\n<p>However, what\u2019s exciting about AI Max is its location interest targeting at the ad group level and new brand controls that we haven\u2019t seen before.\u00a0<\/p>\n<p>These are meaningful additions that signal where Google is heading.<\/p>\n<h2 id=\"the-cost-of-resistance\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_cost_of_resistance\"><\/span>The cost of resistance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s what I hear from the market:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cI tried Performance Max and it didn\u2019t work.\u201d\u00a0<\/li>\n<li>\u201cI\u2019m seeing too many junk keywords.\u201d\u00a0<\/li>\n<li>\u201cI\u2019m not ready to give up control.\u201d<\/li>\n<\/ul>\n<p>I get it. Change is uncomfortable.\u00a0<\/p>\n<p>Letting AI optimize assets feels like relinquishing control. Trusting the algorithm with your budget requires a leap of faith.<\/p>\n<p>But every single Google product launch faces this same resistance.\u00a0<\/p>\n<p>Each time, the advertisers who adopt early, test thoroughly, and push through the learning curve are the ones who win.<\/p>\n<p>If something didn\u2019t work six months ago, that doesn\u2019t mean it won\u2019t work today. Performance Max has evolved significantly.\u00a0<\/p>\n<p>The platform has more controls, more transparency, and more ways to guide the algorithm toward your goals.\u00a0<\/p>\n<p>Dismissing it based on outdated testing is like refusing to get on the train because it was delayed last year.\u00a0\u00a0<\/p>\n<h2 id=\"how-to-prepare-for-an-aifirst-future\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_prepare_for_an_AI-first_future\"><\/span>How to prepare for an AI-first future<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If AI Mode and AI Overviews are changing how people search \u2013 and they are \u2013 then you need an AI-forward ad program to show up in those experiences.\u00a0<\/p>\n<p>If you\u2019re not testing these tools now, you won\u2019t be ready when your competitors are already established.<\/p>\n<p>Here\u2019s what you can do today.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Audit your current campaigns:<\/strong> Are you still running 100% keyword-targeted campaigns? If so, test Performance Max alongside them and compare performance over at least two months.<\/li>\n<li><strong>Invest in brand trust campaigns:<\/strong> Whether through Demand Gen, LinkedIn, or YouTube, make sure you\u2019re building awareness and trust alongside your conversion campaigns.<\/li>\n<li><strong>Create high-quality assets:<\/strong> Video and images that convey why customers trust you aren\u2019t optional anymore. They\u2019re essential for AI-powered campaigns to succeed.<\/li>\n<li><strong>Adopt a test-and-learn mindset:<\/strong> Everything takes at least two weeks to settle. Some tests take months. If you give up too quickly, you\u2019ll never know what could have worked. We\u2019ve stopped tests that weren\u2019t performing, only to revisit them months later with better results because the platforms evolve.<\/li>\n<li><strong>Stop viewing these tools as threats to your control:<\/strong> They\u2019re tools to expand your reach and improve your results. The fundamentals of great marketing \u2013 strong messaging, understanding your audience, and stellar content \u2013 still matter. AI just helps you reach more of the right people.<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: LinkedIn Ads or Google Ads? A framework for smarter B2B decisions<\/em><\/strong><\/p>\n<h2 id=\"the-future-belongs-to-aiforward-advertisers\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_future_belongs_to_AI-forward_advertisers\"><\/span>The future belongs to AI-forward advertisers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Google Ads landscape is shifting toward AI-powered campaigns, and data from real accounts confirms this trend.\u00a0<\/p>\n<p>Advertisers who are testing, learning, and adapting are seeing results. Those who wait for certainty or cling to outdated strategies are losing ground.<\/p>\n<p>You don\u2019t need to abandon everything overnight.\u00a0<\/p>\n<p>But you do need to start testing.<\/p>\n<p>Commit to the learning curve, knowing that initial results may not be extraordinary but that the platform will improve \u2013 and so will your results.<\/p>\n<p>The train has left the station. You can wait for the next one and arrive hours late, or you can pivot, adapt, and find a faster route.<\/p>\n<p>My team and I? We\u2019re on that train, and we\u2019ll keep riding.\u00a0<\/p>\n<p>That\u2019s what a growth mindset looks like \u2013 continuous testing, continuous learning, and staying open to what\u2019s next.\u00a0<\/p>\n<p>Because in this industry, standing still is the only way to lose.<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/b2b-brands-shift-keywords-performance-max-464327\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Accounts embracing AI-powered tools are outperforming keyword-only strategies. Here&#8217;s what you need to know before you get left behind. The shift away from fully keyword-targeted search campaigns has been building for years \u2013 but this week, it reached a tipping point. Two account managers on my team, each handling different clients in different industries, came&#8230;<\/p>\n","protected":false},"author":1,"featured_media":698357,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/Google-Ads-B2B-campaigns.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-698356","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/698356","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=698356"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/698356\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/698357"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=698356"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=698356"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=698356"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}