The new guides explain how advertisers can set up, target and optimise Performance Max campaigns with pay-per-lead goals.
Google has published three new Help Center pages explaining how Performance Max campaigns with pay-per-lead goals will work, following its announcement that Local Services Ads (LSAs) are being integrated into Google Ads.
The documentation provides the clearest look yet at how advertisers will configure, target and optimise the new campaign type.
What’s happening. The newly released Help pages cover three key areas of the rollout:
- Campaign settings for Performance Max campaigns with pay-per-lead goals.
- Targeting options for pay-per-lead campaigns.
- Best practices for maximising performance.
The guides outline how advertisers can configure campaigns, define service areas, select business categories and optimise toward lead generation rather than traditional conversion objectives.
Why we care. The Help pages offer more insight into Google’s plan to bring Local Services Ads into the broader Google Ads ecosystem. Instead of managing LSAs separately, eligible advertisers will increasingly be able to run pay-per-lead campaigns through Performance Max, potentially simplifying campaign management while expanding automation.
Bottom line.Google’s latest Help documentation provides advertisers with an early roadmap for managing Performance Max campaigns with pay-per-lead goals, ahead of the wider rollout of Local Services Ads within Google Ads.
Dig deeper.
- About targeting for pay-per-lead goals for Performance Max
- Best practices for pay-per-lead goals for Performance Max campaigns
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About the Author
Anu Adegbola has been Paid Media Editor of Search Engine Landsince 2024. She coverspaid search, paid social, retail media, video and more.
In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host ofweekly podcast PPC Live The Podcast.She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.
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