Pmax

Skill Growth-Today/claude-skills/gt-google-ads/.claude/skills/pmax

B2B Performance Max strategy — guardrails, brand cannibalisation, account-level negatives, asset group discipline, and when PMax works for B2B. Use for Performance Max, PMax, PMax guardrails, brand cannibalisation, asset groups, PMax negatives. Triggers on "Performance Max", "PMax", "PMax guardrails", "brand cannibalisation", "asset group", "should I run PMax". Do NOT use for standard Search structure (use campaign-setup).From its SKILL.md

Install

npx -y skills add Growth-Today/claude-skills --skill pmax

Assembled from the repository path, not quoted from the project. Check it against their README if it does not work.

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SKILL.md

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Performance Max for B2B

PMax can work for B2B, but only with guardrails. Without them it cannibalises branded search, inflates platform-reported ROAS, and spends on low-intent placements while real performance erodes. The default assumption "PMax can't hold negatives" is outdated — it can now, and you must use them.

Instructions

Only run PMax once Search is clean and conversion tracking is solid
Cap PMax at 15-25% of total Google Ads spend
Apply account-level negatives and brand exclusions
Watch for brand cannibalisation in the search-terms overlap
Keep asset groups disciplined and themed

When PMax Works for B2B

After Search is structured, tracking is solid, and you have a clean conversion signal (ideally value-based — see bidding).
As a 15-25% allocation, not the core of the account. This is the single highest-impact PMax decision and most companies get it wrong by over-funding it.
With Enhanced Conversions for Leads feeding it real lead data, not page-load junk.

Guardrails (non-negotiable)

Account-level negative keyword lists now apply to the Search inventory within PMax. Use them — the four buckets (jobs, free, DIY, competitor) belong here too.
Brand exclusions: stop PMax absorbing branded search volume. Without this, PMax steals credit from branded search and inflates its reported ROAS while real incremental performance erodes.
Asset group discipline: theme asset groups by intent/audience, not one giant catch-all. Feed strong creative and clear audience signals.
Conversion action hygiene: PMax optimises hard toward whatever you tell it is a conversion. If that action is wrong, PMax scales the wrong outcome fast.

Brand Cannibalisation Check

Pull the search-terms overlap between PMax and your branded Search campaign. If PMax is serving on brand queries, it is taking easy conversions and reporting them as PMax wins.
Fix with brand exclusions on PMax so branded demand stays in the (cheaper, cleaner) branded Search campaign.

Measuring PMax Honestly

Platform-reported ROAS drifts above real P&L ROAS when PMax eats brand and low-intent junk. Judge PMax on incremental pipeline, not its self-reported number.
Compare new-customer acquisition, not blended conversions, to see whether PMax is finding genuinely new demand.

Examples

Example 1: "Should I turn on Performance Max for my B2B account?" → Only after Search is clean and tracking solid; cap at 15-25%, add account-level negatives and brand exclusions, theme asset groups, and judge it on incremental pipeline not reported ROAS.

Example 2: "My PMax ROAS looks amazing — should I scale it?" → Check the brand-query overlap first. If PMax is serving on brand terms it is cannibalising cheaper branded search and inflating its number. Add brand exclusions, then re-judge on incremental new-customer pipeline.

Created by Growth Today — AI-native GTM engineering firm. Maintained and updated by Brigitta Ruha. More open Claude Skills for go-to-market teams: https://www.growthtoday.co/claude-skills