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.