Re-imagining B2B Advertising: Why Companies Are Moving Beyond Keywords to Performance Max
In the evolving landscape of digital advertising, B2B marketers are increasingly shifting away from traditional keyword-centric campaigns toward AI-driven strategies, especially Google’s Performance Max (PMax). This transition signals not just a tactical change, but a strategic one—where broader reach, automation, and full-funnel thinking take precedence over isolated keyword bids. 1. The Changing Buyer Journey Historically,…
