Inside Google Ads with Jyll Saskin Gales

Customer Lifecycle Goals are one of the most misused features in Google Ads - and Google Ads Coach Jyll Saskin Gales has had enough! In episode 143 of the Inside Google Ads podcast, Jyll breaks down the good, the bad, and the ugly truth about Customer Lifecycle Goals. From New Customer Acquisition (NCA) to Customer Retention, Jyll clears up common misconceptions and explains how these features combine audience targeting and value-based Smart Bidding.

You will learn how campaign-level acquisition and retention settings work, why many account setups inadvertently inflate reported ROAS, and why these tools are often complete overkill for smaller accounts. Plus, Jyll introduces her simple "1% Rule" to help you quickly figure out whether your customer match list is actually large enough to benefit from these complex configurations, or if you should stick to basic audience targeting and exclusions.

Key Topics Discussed:
- Understanding Customer Acquisition Goals and New Prospect Mode
- How Customer Retention Goals work and how they differ from traditional retargeting
- The 1% Rule for deciding if Customer Lifecycle Goals fit your target market size
- Why campaign value adjustments can artificially inflate reported ROAS
- Common Performance Max setup mistakes with audience signals and retargeting lists

This episode is based on Jyll's recent article for Search Engine Journal called "Customer Lifecycle Goals: The Good, The Bad, The Ugly." You can read the article here: https://www.searchenginejournal.com/customer-lifecycle-goals-the-good-the-bad-the-ugly/588192/

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode143

Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode143

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode143

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Black Friday and Cyber Monday are right around the corner. Are your Google Ads ready for peak holiday shopping?

In episode 142 of the Inside Google Ads podcast, host Jyll Saskin Gales break down the latest Google Ads updates that e-commerce business owners need to care about right now - in conversation with Chloe Thomas, host of the Keep Optimising podcast. Jyll cuts through the noise to share practical strategies across bidding, targeting, and creative.

You will learn how to leverage newly available bidding strategies, optimize customer lifecycle goals without blowing your budget, and prepare your product feeds for Google's newest AI features. Plus, Jyll shares top tips on using low-budget video campaigns to build brand demand before the holiday rush hits. Whether you are running standard Shopping, Performance Max, or Search campaigns, this conversation gives you a clear playbook to prepare your account for maximum return this holiday season.

Key Topics Discussed:

• Why Maximize Conversion Value is a game-changer for standard Shopping campaigns
• How to prepare for promotion mode, seasonal bid adjustments, and budget tweaks
• Setting up customer lifecycle goals properly to target new vs. existing buyers
• What AI Max for Shopping is and how it bridges standard Shopping and PMax
• Essential updates to Google Merchant Center feeds, including video and lifestyle attributes
•  How to build mid-funnel awareness on a small budget using Demand Gen and YouTube   

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode142

Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode142

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode142

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Are you curious about Microsoft Ads? While Google Ads remains Jyll's one true love, expanding into the Microsoft Advertising network can bring unique opportunities, especially for B2B marketers. In this special episode 141 of Inside Google Ads - to celebrate Microsoft Ads Product Liaison Navah Hopkins' birthday! - host Jyll Saskin Gales explores eight fundamental insights every Google Ads practitioner needs to understand about Microsoft Advertising.

Using source materials from Microsoft Ads experts Matt Beswick, Nikki Kuhlman, and Navah Hopkins herself, Jyll breaks down why B2B advertisers stand to gain the most from Microsoft Ads, highlighting key advantages like native LinkedIn profile targeting, decision-maker demographics, and specific corporate device policies. She explains the crucial differences in campaign control, including ad group level autonomy and negative keyword behavior, and introduces unique ad formats like Multimedia Ads and impression-based remarketing. Finally, you will get three simple, actionable steps you can take today for free to set your business up for future success.

Key topics covered in this episode:

• Why B2B brands often see strong results on Microsoft Advertising
•  How to leverage native LinkedIn profile targeting on search campaigns
• Critical differences in ad group autonomy and negative match behavior compared to Google
• Unique features like Impression-Based Remarketing and SERP Multimedia Ads
• 3 free, practical action steps you can take right now to prepare your account

Learn more about Microsoft Ads with:

• Navah Hopkins: https://youtu.be/2LahowBloOA
• Nikki Kuhlman: https://youtu.be/ek5GXoMNpmE
• Matt Beswick: https://youtu.be/VajomHQWjOs

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode141

Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode141

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode141

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This is the episode every small business needs! Can you run YouTube campaigns on a modest budget and actually get meaningful results? Absolutely. In episode 140 of Inside Google Ads, host Jyll Saskin Gales sits down with one of her Google Ads Coaching clients - Austin Lindquist, Director of SEM at Ring Ring Marketing - to walk through a small budget YouTube strategy that is delivering big outcomes for his clients.

Austin shares real data, specific targeting tactics, and creative strategies from two distinct local verticals: a small-town funeral home spending just $10 a day on vertical Shorts, and a local window and door installation company using TV screen targeting and simple AI-assisted creatives. They discuss why buying user attention through brand awareness can transform local client conversations, how to build effective video ads using static images and accessible tools without a massive production budget, and how often you need to refresh your video assets to avoid ad fatigue. Whether you are an agency practitioner or a local business owner looking to stand out against competitors, this episode provides a clear blueprint for adding video to your paid search mix.

Key Topics Discussed:

• Case studies showing real reach and cost-per-view metrics on budgets as low as $10 per day.
• Video views campaigns vs. Demand Gen for local business objectives.
• Choosing the right placements and targeting for your goals.
• Simple methods to produce engaging video ads using existing images and AI tools in under 20 minutes.
• Why video campaigns should complement, rather than replace, core Google Search campaigns.

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode140

Connect with Austin Lindquist on LinkedIn: https://www.linkedin.com/in/austin-lindquist-66a983159/

Learn more about Ring Ring Marketing at https://www.ringringmarketing.com/

Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode140

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode140

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Should you let Claude run your Google Ads? No. Wait... let me think about that... NO! Generative AI chatbots might be helpful for drafting emails or analyzing reports, but using them for Google Ads strategic decisions can quickly lead to costly mistakes. In episode 139 of Inside Google Ads, host Jyll Saskin Gales shares a real story of a Google Ads coaching client who followed advice from Claude to switch his bidding strategy. While the AI advice sounded logical on the surface, applying it without understanding the account context created skyrocketing ad spend and declining conversions.

Jyll breaks down the specific technical reasons why the AI recommendation failed, including conversion data thresholds, efficiency models, and broken CRM value tracking. It's an important cautionary tale for anyone asking Claude or ChatGPT or Gemini to "audit your account" or "optimize your performance."

Key topics discussed:

• Why AI chatbots make risky Google Ads consultants
• A real case study of a bid strategy change recommended by Claude
• Low conversion volume and why value-based bidding failed
• How maximize bid strategies differ from target efficiency models
• The danger of using dynamic bidding with incomplete CRM conversion tracking
• Why AI tools give confident answers even when they lack critical context
• How to safely use AI in marketing without surrendering strategic decisions

This case study was originally published in The Insider, Jyll's Google Ads newsletter with more than 10,000 subscribers. You can read it at https://learn.jyll.ca/newsletters/the-insider/posts/claudit-google-ads-ai-advice

You can get Inside Google Ads episode transcripts delivered to your inbox each week, and sign up for Jyll's free bi-weekly newsletter - The Insider - at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode139
 
Google Ads Coaching
Need some expert human help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode139

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode139

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In this special episode 138 of Inside Google Ads, host Jyll Saskin Gales gives an exclusive preview of her upcoming conference talks across Europe and Canada. Preparing for six presentations in 30 days, Jyll shares brand-new strategies, real client case studies, and actionable insights that she has never discussed online before.

You will get a sneak peek at multi-stage lead generation bidding strategies, updates on Performance Max targeting exclusions, and the counterintuitive benefit of removing negative keywords from your campaigns. Jyll also explores how YouTube video advertising complements SEO strategies, and explains why high cost-per-click metrics can lead to lower overall acquisition costs. Finally, she offers an exclusive preview of the opening keynote from her upcoming event in Toronto, Inside Google Ads Live.

Key Topics Discussed:

• Lead Gen Bidding Strategies: How to optimize across multiple conversion funnel stages when working with low data volume.
• Performance Max Exclusion Updates: True targeting exclusions versus audience signals for demographics and audience segments.
• Rethinking Negative Keywords: Why clearing out extensive negative keyword lists can help smart bidding find profitable conversions.
• YouTube Advertising for SEO Strategy: Using custom search terms and content targeting to amplify organic visibility.
• High CPCs vs. Lower CPA: A real-world case study on why increasing CPCs can improve campaign efficiency.
• Keynote Preview: A preview of the opening thesis for the Inside Google Ads Live conference in Toronto.

Find the dates and ticket links for all of Jyll's upcoming speaking events at https://jyll.ca/speaker?utm_source=podcast&utm_medium=referral&utm_campaign=episode138

Resources mentioned in this episode:

• Inside Google Ads Live conference: : https://learn.jyll.ca/live?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
• Episode 115 Conversion strategy: https://jyll.ca/insidegoogleads/115?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
• Episode 109 Optimizing PMax: https://jyll.ca/insidegoogleads/109?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
• Episode 135 Non-linear targeting: https://jyll.ca/insidegoogleads/135?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
• Episode 110 B2B masterclass: https://jyll.ca/insidegoogleads/110?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
• PPC Zone: https://ppc.zone

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode138

Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode138

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode138

Follow Jyll on social media
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Competitor targeting in Google Ads is widely misunderstood. After seeing so much misinformation online, Google Ads Coach Jyll Saskin Gales sets the record straight in episode 137. She breaks down common competitor targeting myths, explains what Google’s policies actually say, and shares how to run competitor campaigns that drive great results - while staying fully compliant.

You will learn how automation features like text customization and broad matching can accidentally trigger ads that impersonate other businesses, putting your account at risk. Jyll walks through practical settings to protect your brand, including negative keywords, brand exclusions, and unbranded targeting options in AI Max. Finally, she shares a real competitor conquesting strategy she implemented with her client, and how you can achieve extraordinary (and compliant!) results.

Key topics covered in this episode:

• The critical difference between trademark policy and misrepresentation in Google Ads
• Why impersonating competitors in ad headlines breaks Google policy and local consumer protection laws
• How text customization and AI Max can lead to unintended competitor targeting
• Practical ways to prevent accidental policy violations using brand exclusions and negative keywords
• A step-by-step strategy for running high-performing, compliant competitor comparison campaigns
  
  

Jyll references this LinkedIn post by Darren Shaw in the episode: https://www.linkedin.com/posts/darrenshawwhitespark_update-moz-contacted-me-this-is-just-google-activity-7493791667062210560-dL2n

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode137

Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode137

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode137

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AI is not taking your job, but sticking to outdated manual tactics just might. In episode 136 of Inside Google Ads, Jyll Saskin Gales shares an excerpt from an interview she recently did with Erum Shaheen about the evolving role of the Google Ads media buyer. As Jyll says, AI is not new to Google Ads, but the shift from manual execution to strategic direction changes how accounts must be managed.

Instead of fighting automation, Jyll says that media buyers who thrive will be the ones who master the strategic levers needed to guide AI. Success no longer comes from picking every single keyword or setting manual bids. It comes from bringing your unique data and expertise to the table to lead the system effectively. Jyll breaks down the essential foundation every account needs to give automation clear boundaries, ensure your budget produces results, and future-proof your campaigns as search continues to evolve.

The full interview was originally published at https://www.youtube.com/watch?v=-ai8fuvKAbA 

Key topics discussed in this episode:

• Why AI is an assistant rather than a full replacement for media buyersShifting from manual campaign controls to guiding automated bidding
• The three essential foundation elements: full funnel conversion tracking, customer data, and compelling creative
• How to balance exact match keywords while testing AI features for future readiness
• Utilizing custom segments and search terms in Demand Gen campaigns for budget friendly audience targeting
• Lessons learned from Performance Max updates and why smaller or B2B accounts still require a direct human touch

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode136

Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode136

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode136

Follow Jyll on social media
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Are you tired of the same old recycled Google ads tips, tricks and "hacks"? Get ready for something new! In episode 135, host Jyll Saskin Gales shares a fresh perspective on a Google Ads strategy that works well for sensitive interest categories, highly competitive industries, tiny B2B niches, and more. It's called non-linear targeting, and it may be just what you need if your Google Ads have "stopped working" and you're not sure what to try next. 

Key Topics Discussed:

• Why traditional linear search strategies are becoming too expensive and restrictive for many advertisers
• What non-linear targeting is and which businesses benefit from it most
• How to define your scope by distinguishing between who needs your product and your ideal customer
• Brainstorming adjacent audience segments across detailed demographics, affinities, and in-market options
• Using ad creative to qualify ideal prospects while repelling non-ideal leads
• Real-world non-linear targeting examples across healthcare, retail, financial services, and real estate

This episode is based on Jyll's recent article for Search Engine Journal called "The Scenic Route To ROI: Mastering Non-Linear Targeting In Google Ads." You can read the article here: https://www.searchenginejournal.com/the-scenic-route-to-roi-mastering-non-linear-targeting-in-google-ads/581784/

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode135
 
Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode135

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode135

Follow Jyll on social media
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2016 may be trending on social media, but it has no place in your Google Ads strategy! In special episode 134, Google Ads Coach Jyll Saskin Gales sits down with conversion optimization expert and Heart Before Cart podcast host Talia Wolf to discuss how Google Ads has shifted, and what it really takes to succeed today. We break down how to give AI algorithms the right signals, starting with a rock-solid conversion tracking foundation, why so many ads sound identical, and how you can "TikTokify" your headlines to grab attention in search results. Plus, we discuss why your landing page, offer, and post-click sales experience matter just as much as your campaigns.

Key Topics Discussed:

• Why fighting Google Ads automation fails and how to guide AI effectively
• Jyll's 3Cs framework: Conversion tracking, Customer data, and Creative strategy
• How to TikTokify text ad headlines to stand out in crowded search results
• Finding true customer motivations beyond simply competing on price
• The core mechanics of Ad Rank and how ad quality reduces your cost per click
• Why PPC, conversion optimization, and sales teams must align for success

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode134

Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode134

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode134

Follow Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
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https://www.threads.net/@the_google_pro