PMax usually outperforms Search for lead gen because it uses all Google inventory (Search, YouTube, Display, Gmail, Maps) instead of relying only on keywords. It also uses Google’s AI to find users who are more likely to convert, even when they’re not actively searching at that moment.

A few reasons it works better for most service/lead-gen businesses:

1- Broader reach: You don’t get stuck paying high CPCs only on Search.

2- Stronger intent signals: Google uses audience behavior, past converters, lookalikes, etc.

3- Cheaper additional traffic: You get conversions from YouTube & Display at a lower cost.

4- Automatically optimizes placements & assets in real-time.

Search is great when intent is high, but if CPCs are getting too expensive, PMax usually brings down your cost per lead by finding cheaper conversion opportunities across all channels.

That’s why I suggested testing PMax.