Stop wasting money on Performance Max: set up a leads campaign instead

Stop wasting money on Performance Max ad campaigns, especially if it's only getting you views and not enough new patients. I'm going to be showing you how to set up the one campaign that you need to be running to book appointments today.

So for some context, most clinics start off running a Performance Max ad campaign or an AI-led campaign. It sounds like it can work right off the bat, but if you're not feeding your AI enough information or even the right information, it's just going to find anybody who is more likely to convert.

Most of these Performance Max campaigns serve as a digital billboard showing your advertisement to every person, every website, when you don't necessarily have to be advertising on those platforms.

My clients are looking for phone call appointments, booked calls on Calendly, and lead form submissions. So here's the simple version. Instead of focusing on reach, make sure you're looking for lead form submissions.

In Performance Max ad campaigns, it's just going to look for that conversion everywhere. I'm looking for the conversion if someone puts in a keyword, ends up on Maps, or goes to the Google Business Profile. You have to stop chasing vanity metrics and go for metrics that actually matter.

So people are going to give you all sorts of dashboards, but these are the numbers that I care about. I care about booked appointments on Calendly, lead submission forms from real quality leads, clicks, and cost per conversion. This is the stuff that should really matter.

So to set up the campaign, you're going to hit Campaign. So after you do that, make sure you click Leads. And then it's going to tell you all the types of leads that you could be collecting.

Outbound clicks makes no sense, but it is an account default and you have to make sure that's not clicked. I personally prioritize booked appointments, signups, and submit lead forms.