B2B marketers are facing a game-changing turning point as artificial intelligence changes Google advertising. On November 7, 2025, PPC expert Pauline Jakober revealed a tipping point: top accounts now prefer Performance Max over traditional keyword-targeted search campaigns. Show data from customer tests AI-driven strategies Increase conversions and sales and beat the rigid reliance on keywords. As AI overviews dominate search results and YouTube views soar, brands that stick with old tactics risk falling behind. This shift signals that 2025 will be the year AI-focused ads become must-haves, not experiments. Early adopters report increased trust and reach, forcing laggards to adapt quickly or lose growth in a holistic, multi-platform world.
Why Performance Max outperforms keyword-based search
Jakober’s team recognized the trend when two managers suggested scaling back keyword campaigns for select services. After months of testing Power max delivered excellent results for mid- and low-end offerings and earned larger budgets. Customers initially invested money in keyword searches for high-quality services, but costs skyrocketed. Performance Max stepped in and used AI to cover the search. YouTubeAnd Advertisement– Create awareness before important moments occur.
Keywords don’t disappear, but 100% Keyword-based search no longer rules. Paired with Demand Gen for brand trust, Performance Max creates seamless funnels. Google’s new AI Max adds location targeting and brand controls and promises to be even sharper. The resistance remains – “It didn’t work before” or “Too much loss of control” – but Jakober counters: Platforms continue to develop and the first testers are gaining great success.
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The costs? Stagnant traffic as competition dominates AI fashion And Overviews. B2B companies that rely heavily on performance marketing struggle with low trust; Players who only focus on awareness will fail in conversions. The solution: combine both using AI tools.
Preparation tips for an AI-first ad era
Jakober shares actionable steps to be successful:
- Audit campaigns: Run two months of maximum performance testing alongside keyword searches. Compare key figures directly.
- Increase brand trust: Launch Demand Gen or YouTube efforts to build consistent visibility and credibility.
- Create top assets: Create engaging videos and images that demonstrate customer trust – AI campaigns require this.
- Embrace testing: Plan at least two weeks to study; Revisit paused tests as platforms improve.
- Redesign AI as an ally: It increases reach without sacrificing core marketing intelligence like audience insights.
As November 12th unfolds, smart B2B leaders are acting now. Performance Max isn’t a fad – it’s the future of keyword search’s smarter sibling. Adapt or watch your rivals steal the spotlight.
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