Lead Gen in the Age of AI: Leveraging New Ad Formats for Full Funnel Marketing

Google's shift toward AI-powered ad formats has changed what "good" lead gen looks like. Default settings and old best practices aren't enough anymore. This session covers the advanced playbook for lead gen accounts — where Demand Gen, AI Max, and Performance Max actually fit (and where they don't), and how to use micro conversions to teach the algorithm what a qualified lead looks like.