ADVANCED PMAX FOR LEAD GEN: THE FIRE & ICE STRUCTURE

Summary from the TLDR Marketing newsletter

Performance Max for lead gen is difficult, but it can be done successfully with the right campaign structure. The Fire & Ice Structure involves setting up two pMax campaigns: one targeting the 'warmer' bottom-of-funnel channels, and one designed for 'colder' mid/upper-funnel channels. The assets, bidding, and campaign settings should differ between the two. It should result in cheap traffic and lower-value micro-conversions from the ‘ice’ campaign, plus high-quality traffic and a lower amount of high-value conversions from the ‘fire’ campaign.