The verdict in three sentences
For a New York B2B software company selling through demos, Search campaigns remain the foundation in 2026: query control, predictable cost per demo and better qualified pipeline. Performance Max earns a place once the account feeds back at least 30 qualified conversions a month from the CRM; without that, it chases cheap form fills that sales teams quietly discard. A sensible starting split is 80% Search and 20% Performance Max, reviewed after 8 weeks.
The two formats side by side
The head of demand generation at a 70 person SaaS company in Manhattan sells compliance software to mid market financial firms. Monthly spend runs from 5,000 to 15,000 USD, and every lead is tracked in the CRM from demo booked to closed won.
| Criterion | Search campaigns | Performance Max |
|---|---|---|
| Where ads run | Google search results | Search, YouTube, Display, Gmail, Discover, Maps |
| Query control | Full (keywords, negatives, match types) | Partial (search themes, account level negatives) |
| Placement control | Not applicable | Low, limited placement reporting |
| Learning period | 2 to 4 weeks | 4 to 8 weeks |
| Observed cost per demo (2026 estimate) | 150 to 350 USD | 120 to 500 USD depending on signal quality |
| Share of demos accepted by sales | 55 to 75% | 25 to 60% |
| Recommended minimum data | 15 conversions a month | 30 to 50 conversions a month |
The classic B2B Performance Max trap: a lower reported cost per lead, but a large share of students, vendors, job seekers and micro businesses. CRM based lead quality decides, not the cost per conversion shown in Google Ads.
Three year cost and dependency
The table compares three 36 month scenarios at 8,000 USD a month in media spend, with management at 15 to 20% of spend.
| 36 month scenario | 100% Search | 80% Search, 20% PMax | 100% Performance Max |
|---|---|---|---|
| Cumulative media spend | 288,000 USD | 288,000 USD | 288,000 USD |
| Management fees (17%) | 48,960 USD | 48,960 USD | 48,960 USD |
| Estimated sales accepted demos | 900 | 1,030 | 750 to 1,100 |
| Cost per accepted demo | 375 USD | 327 USD | 307 to 450 USD |
| Provider dependency | Low, readable structure | Medium | High, opaque logic |
| Ability to scale | Easy to add states and keywords | Good | Depends on CRM signals |
A well documented Search build is reversible: a new team can take it over within days. An account built only on Performance Max is harder to hand over, because asset groups and learned behaviour are less transparent.
Pipeline attribution and the recommendation
Connect the CRM to Google Ads with offline conversion imports at three stages: demo held, opportunity created, closed won with deal value. Then compare formats on pipeline generated per dollar, not on leads. Keep your privacy notice aligned with state laws such as the NY SHIELD Act for data security and CCPA style opt outs if you collect California contacts.
Under 15 demos a month, stay 100% Search and work on negatives and the demo page. Between 15 and 30, test Performance Max on 15 to 20% of spend with customer list audience signals. Above 30 accepted demos a month imported from the CRM, Performance Max can reach 30 to 40% of spend, with brand exclusions in place.
Kolonell can run either format: ad setup at 50,000 FCFA (about 76 EUR, roughly 85 USD), then management at spend plus 15 to 20%, with weekly reporting.
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Mini case study
Illustrative example: Rachel, head of demand generation at a Manhattan SaaS company, spends 8,000 USD a month. On 100% Performance Max she gets 52 demos a month, but sales accepts only 18, so 444 USD per accepted demo. After moving to 80% Search and 20% Performance Max she gets 40 demos with 29 accepted, about 276 USD each. With 1 closed deal per 6 accepted demos and a first year contract value of 24,000 USD, generated revenue rises from about 72,000 to 116,000 USD a month for the same spend.
FAQ
Does Performance Max work for B2B in the US?
Yes, if you import qualified conversions from the CRM and have at least 30 a month. Without those signals, 40 to 75% of leads can fall outside your ideal customer profile.
How long is the Performance Max learning period?
Allow 4 to 8 weeks before judging results, versus 2 to 4 weeks for Search. Avoid changing goals or budget by more than 20% during that window.
Can I add negative keywords to Performance Max?
Yes, account level negative keyword lists are available, but control is coarser than in Search. At minimum exclude your brand, "free", "jobs" and "template".
What budget should I test Performance Max with?
Plan for at least 2,000 USD a month on the Performance Max campaign alone, about 25% of an 8,000 USD budget. Below that, the algorithm lacks data.
How do I measure pipeline by campaign?
Pass the click ID into the CRM, tag each stage and send the statuses back to Google Ads weekly. Then report pipeline and closed won revenue per campaign, not leads.
Get found by the buyers already searching for you. Start with a visibility audit at 100,000 FCFA (about 152 EUR, deducted from setup if you start within 30 days), then choose the right Traffic Engine plan, Presence 125,000 FCFA (about 191 EUR), Momentum 225,000 FCFA (about 343 EUR) or Flood 350,000 FCFA (about 534 EUR) per month, for more demo requests and a weekly report: Traffic Engine. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
