You've probably heard that PMax doesn't work for Lead Gen accounts, but is that true or is it only a myth?

Anthony will set out to bust that myth! Or at the very least, he'll provide some tips and suggestions to help you run a meaningful test for yourself to determine whether Pmax can succeed for your specific lead gen account.

From conversion tracking and how audience signals work, to optimization tactics and machine learning, Anthony will share his experience as a PMax skeptic who has busted this myth for a few of his own clients. But ultimately, the decision will be up to you: Pmax for Lead Gen - Confirmed, Plausible, or Busted?

Performance Max promises automation and scale — but for B2B advertisers chasing qualified pipeline instead of e-commerce transactions, it can quietly burn budget on the wrong audiences if launched without the right foundation.

This session breaks down when PMax actually makes sense for B2B, the prerequisites you need before launch (offline conversion imports, value-based bidding, ICP-aligned audience signals, brand exclusions, and account hygiene), and the failure modes to watch for once you're live — from lead quality decay to brand cannibalization to spend leaking into low-intent placements.