In special episode 75 of the Inside Google Ads podcast, host Jyll Saskin Gales tackles a common question for small business owners: is it still possible to achieve good results with a limited budget in Google Ads? While it's becoming more challenging each year, Jyll maintains that it's absolutely achievable with the right strategies. Drawing from her insights shared during a webinar for Main Street ROI, Jyll outlines five crucial steps to maximize your return on a small Google Ads investment. She also offers a realistic perspective on when Google Ads might not be the best fit for your current business stage. Tune in to learn how to make every dollar count!

Key topics discussed in this episode:

• Why a solid data foundation (conversion tracking, audience lists, account linking) is essential for small budgets.
• The importance of starting with a Search campaign and ensuring sufficient budget for at least 10 clicks per day.
• How to leverage micro-conversions to provide enough data for Smart bidding algorithms.
• Utilizing audience targeting to narrow down your reach and improve ad efficiency.
• The critical role of compelling and human-centric ad creative in standing out from competitors.

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode75 

Google Ads Coaching
Need some expert help with your Google Ads campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode75 

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask me your questions at an exclusive live video call every single month. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode75 

Read more about this topic on Jyll's Google Ads Blog
- Conquering Google Ads with a Low Budget: 12 Tips for Small Businesses: https://learn.jyll.ca/blog/conquering-google-ads-with-a-low-budget-12-tips-for-small-businesses?utm_source=podcast&utm_medium=referral&utm_campaign=episode75 
- Should Small Businesses Use Smart Bidding in Google Ads? https://learn.jyll.ca/blog/should-small-businesses-use-smart-bidding-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode75 
- What you need to know about micro-conversions in Google Ads: https://learn.jyll.ca/blog/what-you-need-to-know-about-micro-conversions-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode75 

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

Are broad match keywords really as troublesome as they say? As if! In Episode 74 of the Inside Google Ads podcast, host Jyll Saskin Gales drops major truth bombs about broad match, which she now champions as "end game" for Google's automation. Jyll addresses common concerns and misconceptions about broad match, sharing insights from real client accounts and providing practical tips for optimizing your campaigns.

Learn when broad match is the right choice, how to interpret your search terms report, and what to do about those "hidden" search terms. Jyll also tackles the use of dynamic keyword insertion with broad match and clarifies the role of Performance Max campaigns in your overall advertising strategy.

Tune in to discover how to get Google's AI working for you and future-proof your advertising efforts. Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode74 

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask me your questions at an exclusive live video call every single month. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode74 

Resources mentioned in this episode:

Types of Keywords in Google Ads EXPLAINED
https://www.youtube.com/watch?v=sK2j1--lbh4 

Google Ads AI Max EXPLAINED
https://www.youtube.com/watch?v=wKp8lEICwZQ 

Search Engine Land article about Dynamic Keyword Insertion
https://searchengineland.com/google-ads-keyword-insertion-452019 

Search Engine Land video about Dynamic Keyword Insertion
https://www.youtube.com/shorts/hs69TxeQ1Mw 

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

Do you really need a Google Shopping feed to be successful with Google Ads? While it's not an absolute requirement, it is highly recommended for ecommerce businesses. In Episode 73 of the Inside Google Ads podcast, host and Google Ads Coach Jyll Saskin Gales dives into the nuances of using shopping feeds for B2C and B2B ecommerce businesses.

In this episode, you’ll learn about:

• Why having your own ecommerce site is crucial for running Google Shopping ads.
• Whether Performance Max is a good choice for ecommerce without a product feed.
• Alternative campaign strategies, like Search and Demand Gen, for B2B businesses.
• The three available bid strategies for Google Shopping campaigns and which one to start with.
• A step-by-step approach to implementing a Target ROAS bid strategy successfully.
• How to use micro-conversions like "Begin Checkout" to gather more optimization data.

Plus, stay tuned 'til the end of the episode for a new Insider Challenge!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode73 

Google Ads Coaching
Need some expert help with your Google Ads campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode73 

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

What happens when your perfectly planned Google Ads audience targeting strategy doesn't work? As any seasoned practitioner knows, encountering obstacles is a normal part of the process. The most valuable skill you can develop is the ability to pivot and find a creative solution when things don't go according to plan.

In Episode 72, host Jyll Saskin Gales tackles common audience targeting failures and provides actionable workarounds. Drawing from recent experiences and listener questions, Jyll explains why certain audience types are no longer compatible with specific campaigns and what you can use instead. She also dives deep into the complex world of personalized advertising policies, offering guidance for businesses in sensitive interest categories like dating services. You'll learn how to navigate these limitations by leveraging Google's data and focusing on a creative-led approach. Finally, Jyll reveals the results of a brand-new study comparing the size and effectiveness of Google-engaged audiences versus traditional tag-based remarketing lists.

In this episode, you’ll learn:

• What to do now that Combined Segments are no longer compatible with most campaign types.
• The difference between Custom Segments, Custom Interests, and Custom Search Terms.
• How to navigate Google's personalized advertising policies for sensitive industries.
• Why focusing on creative is your most powerful tool in a restricted ad account.
• The surprising results of a new study on Google-engaged audiences vs. traditional remarketing.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode72 

Inside Google Ads course
Join more than 400+ Google Ads practitioners leveling up with Jyll Inside Google Ads. You'll find up-to-date in-platform tutorials and guest lessons with the top experts in the world. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode72 

Buy my bestselling book!
Inside Google Ads: Everything you need to know about Audience Targeting is available now on Amazon, Kobo, Google Play and Indigo online! This book is your comprehensive guide to mastering audience targeting and achieving exceptional results. Learn more at https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode72 

Read my Search Engine Land article about the Display network: https://searchengineland.com/author/jyll-saskin-gales 

Learn more about my Google-engaged audiences study on my blog: https://learn.jyll.ca/blog/study-should-you-use-google-engaged-audiences-in-2025?utm_source=podcast&utm_medium=referral&utm_campaign=episode72 

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

You've got questions about Target CPA bidding, and in episode 71 of the Inside Google Ads podcast, host Jyll Saskin Gales has answers! She clarifies the differences between Maximize Conversions and Target CPA bid strategies, offering insights into when and why you might consider switching. Jyll also advises whether to start new campaigns with Target CPA or not, and if it's necessary to change to Target CPA if Maximize Conversions is already performing well. She also debunks myths about bid strategy statuses, and whether or not you need to worry about the "learning period."

Plus, stay tuned 'til the end of the episode for a new Insider Challenge!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode71 

Google Ads Coaching
Need some expert help with your Google Ads campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode71 

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

Can Google Ads Demand Gen campaigns actually generate demand, or are they a waste of money? In episode 70, host Jyll Saskin Gales dives into Google's newest campaign type, Demand Gen, to find out how you can yield impressive results and generate quality leads. To do so, she interviews three seasoned Google Ads practitioners – Heather Broussell, Austin Lindquist, and Jack Hepp – who share their real-world success stories using Demand Gen for diverse lead generation clients, from educational institutions to home services and cybersecurity firms. Their experiences will inspire you with practical examples of how to make Demand Gen work for your own accounts. Tune in to discover how these experts leveraged creative strategies, precise targeting, and thoughtful landing page experiences to drive high-quality leads and exceed client expectations.

Key Topics Discussed:

• How an educational institution achieved brand awareness and enrollment goals with Demand Gen, including unexpected geographic reach.
• Using Demand Gen to boost leads for a home services business during their slower season.
• Creative Demand Gen targeting strategies for a cybersecurity client, focusing on problem-aware audiences with a low-friction conversion path.
• The critical role of compelling creative in Demand Gen campaign success.
• The importance of sophisticated audience targeting options available in Demand Gen.
• Setting realistic conversion expectations and optimizing bidding strategies for Demand Gen campaigns.
• Why your landing page and offer are just as crucial as your ad creative and targeting for Demand Gen results.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

Google Ads Experts featured in this episode

• Heather Broussell of Antares Digital Marketing https://antaresdigitalmarketing.com
• Austin Lindquist of Ring Ring Marketing https://www.ringringmarketing.com
• Harrison Jack Hepp of Industrious Marketing https://industriousmarketing.co

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode70

Inside Google Ads course
Join more than 400+ Google Ads practitioners leveling up with Jyll Inside Google Ads. You'll find up-to-date in-platform tutorials, including brand new Demand Gen lessons to reflect recent platform changes. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode70

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
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https://tiktok.com/@the_google_pro
https://www.instagram.com/the_google_pro
https://www.threads.net/@the_google_pro

It's the day after #GML2025, and Inside Google Ads host Jyll Saskin Gales was in the room where it happened in Mountain View, California. In this special episode, Jyll shares the big announcements from Google Marketing Live, and her perspective on what it all means for your Google Ads account.

Learn more about Google Marketing Live with Jyll: https://jyll.ca/gml?utm_source=podcast&utm_medium=referral&utm_campaign=episode69

AI Max for Search campaigns
Video: https://youtu.be/wKp8lEICwZQ 
Article: https://learn.jyll.ca/blog/ai-max-for-search-campaigns-what-you-need-to-know-about-search-max?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

Smart Bidding Exploration
Video: https://youtu.be/Y4zBqPwH1k4 
Article: https://learn.jyll.ca/blog/smart-bidding-exploration-in-google-ads-everything-you-need-to-know?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 
LinkedIn post: https://www.linkedin.com/posts/jyllsaskingales_have-you-heard-about-smart-bidding-exploration-activity-7326580454264832000-Z-R7/ 

Performance Max channel reporting
Video: https://youtu.be/zHF_RUGxNSY 
Article: https://learn.jyll.ca/blog/performance-max-channel-reporting-transparency-but-no-control?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 
Inside Google Ads Episode 66: https://jyll.ca/insidegoogleads/66?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

Performance Max search terms report
Video: https://youtu.be/plXXsIue6-M 
Article: https://learn.jyll.ca/blog/performance-max-search-terms-report-negative-keywords-finally?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

Attributed brand searches
Article: https://learn.jyll.ca/blog/what-are-attributed-brand-searches-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

Google Ads Coaching
Want to put Jyll's brain (and 10+ years of expertise) to work on your Google Ads account? Book a Google Ads coaching call! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

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

What's the easiest way to spy on your competitor's keywords? In episode 68, Google Ads Coach Jyll Saskin Gales dives deep into effective (and ethical) ways to gain valuable insights into your competitors' Google Ads strategies. Forget misleading paid tools; Jyll shares her top three go-to methods that will actually help you understand what's working for others and where you might be missing out. And they're all free! Plus, Jyll breaks down the four ways to increase your search impression share, with the caveat that more isn't always better. Finally, Jyll addresses a frustrating Google Ads tool error, offering a straightforward explanation and a strong recommendation.

Key Topics Discussed:

• Practical techniques for researching competitor keywords and ad strategies using Keyword Planner and the Google Ads Transparency Center.
• Understanding how to interpret your own auction insights to identify competitor priorities and keyword overlap.
• Debunking the myth of a universally "good" impression share and exploring the balance between visibility and profitability.
• Exploring the four main ways to increase your impression share: budget, bidding, quality, and targeting.
• Why the Ad Preview and Diagnosis tool can be unreliable and what the "search location doesn't match" error actually means.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

Blog post mentioned in this episode: The Ultimate Guide to Google Ads Quality Score: https://learn.jyll.ca/blog/the-ultimate-guide-to-google-ads-quality-score?utm_source=podcast&utm_medium=referral&utm_campaign=episode68 

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode68 

Inside Google Ads course
Monthly live Q&A calls with Jyll and guest experts? More than 100 up-to-date Google Ads tutorials? Join more than 400+ Google Ads practitioners leveling up with Jyll Inside Google Ads. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode68 

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

Are rising Google Ads CPCs making you sweat? It's not a good enough excuse to stick with manual bidding. In fact, that's counterproductive! In episode 67 of the Inside Google Ads podcast, host Jyll Saskin Gales explains why higher costs with Smart Bidding strategies like Maximize Conversions are actually a good thing, and contribute to better performance. She also addresses concerns about using Maximize Conversions in new accounts with no prior data and clarifies whether duplicate ad groups inflate your CPCs.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode67 

Inside Google Ads course
Monthly live Q&A calls with Jyll and guest experts? More than 100 up-to-date Google Ads tutorials? Join more than 400+ Google Ads practitioners leveling up with Jyll Inside Google Ads. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode67 

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

PMax channel reporting is here! Time to celebrate? In a very candid episode of Inside Google Ads, host Jyll Saskin Gales dives into the latest buzz from Google: the upcoming channel reporting feature for Performance Max campaigns. While the promise of transparency—finally seeing how your PMax spend is distributed across Google's various channels like Search, Display, Maps, and Gmail—might sound exciting, Jyll offers a more nuanced perspective. She explains why this visibility without the ability to directly control channel allocation could lead to more frustration than success. Jyll also discusses recent PMax updates (like the introduction of a full search terms report and the ability to add up to 10,000 negative keywords).and Demand Gen updates (channel reporting and controls), further highlighting the perplexing nature of this PMax news. Join Jyll as she shares her honest opinion on these developments and what they might mean for your Google Ads strategy.

Plus, stay tuned until the end of the episode for a new Insider Challenge!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode66 

Google Ads Coaching
Want to put Jyll's brain (and 10+ years of expertise) to work on your Google Ads account? Book a Google Ads coaching call! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode66 

Catch Jyll's new interview with Scott Redgate on Scott's YouTube channel! https://www.youtube.com/c/ScottRedgate 

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