Google Demand Gen vs Performance Max B2B?

For B2B lead generation, Demand Gen works better for prospecting with audience control while Performance Max excels at conversion efficiency when you have strong offline conversion signals. Use Demand Gen to target specific job titles and company sizes across YouTube, Gmail, and Discover during research phases. Use Performance Max when you can import Enhanced Conversions for Leads or offline conversions like "SQL created" or "opportunity generated." This trains Google's AI to focus on qualified pipeline outcomes, not just form submissions. Don't use Performance Max as your primary lead-gen engine if your only conversion signal is an unqualified form fill, as it will focus on the easiest conversions rather than prospects who convert to pipeline. Learn how to set up offline conversion tracking for B2B lead generation.