In this crossover episode of Inside Google Ads with Jyll Saskin Gales and PPC Town Hall with Optmyzr CEO Fred Vallaeys, they discuss the evolving role of the PPC professional. Automation, Performance Max, Smart Bidding and generative AI has fundamentally changed the industry, moving from an era of hands-on control to one of strategic guidance.

Jyll shares her insights on how practitioners can embrace this new reality. She argues that the core focus must shift from micromanaging every bid and keyword to properly setting up conversion goals, selecting the right bid strategy, and refining creative assets. Learn why bidding is now potentially more important than targeting, and how to avoid the biggest mistakes practitioners make when transitioning to smart bidding. Jyll also offers practical advice on campaign structure, asset management, and how to effectively use new tools like Gemini and AI Max to scale your expertise, not just your output.

Key Topics Discussed:
- The strategic shift from controlling to guiding in modern Google Ads
- Why smart bidding is often superior to manual CPC and how to make it work
- The three key levers for optimizing Performance Max campaigns
- How audience signals and search themes function as guidance, not control, in PMax
- The difference between mistakes made by small businesses and large advertisers in Google Ads
- The role of micro-conversions in helping low-volume accounts ramp up
- The concept of signal duplication and signal fragmentation in campaign structure
- How to effectively use generative AI tools like Gemini to enhance ad copy and strategy
- An early-days assessment of AI Max and when to use it for search expansion

Get Inside Google Ads 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=episode96
 
Google Ads Coaching
Need expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode96

Inside Google Ads course
More than 700 Google Ads practitioners have joined Jyll's Inside Google Ads membership course to become Google Ads Experts. You'll find up-to-date Google Ads tutorials, tips, and tricks, and you can ask Jyll 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=episode96

Resources mentioned in this episode

• Jyll's The Insider bi-weekly newsletter: https://learn.jyll.ca/newsletters/the-insider?utm_source=podcast&utm_medium=referral&utm_campaign=episode96
• Inside Google Ads book about Audience Targeting: https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode96
•  Start your free trial of Optmyzr: https://www.optmyzr.com/?ref=ywu3y2m [affiliate link]

Read more about this topic on Jyll's Google Ads Blog

• Maximize Conversions vs. Target CPA: A Complete Google Ads Guide https://learn.jyll.ca/blog/do-you-need-to-set-a-target-cpa-with-maximize-conversions-bidding?utm_source=podcast&utm_medium=referral&utm_campaign=episode96
• 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=episode96
• The Future of Google Ads: PMax, AI Max and Broad Match https://learn.jyll.ca/blog/ai-max-broad-match-demystifying-google-ads-automation?utm_source=podcast&utm_medium=referral&utm_campaign=episode96

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

Stop thinking of search and audiences as separate things! In episode 95, Google Ads Coach Jyll Saskin Gales dives into the powerful and often-overlooked connection between search and audiences in Google Ads. She answers three critical listener questions, providing practical strategies for leveraging this synergy.

Key Topics Discussed:

• How and why you should layer complementary audiences onto Search campaigns
• How to turn search insights into audience targeting 
• The true benefits of uploading your customer list
• New ways to glean audience insights for campaign optimization ideas

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

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.

You can get Inside Google Ads 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=episode94
 
Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode95

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 Jyll 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=episode95

Resources mentioned in this episode

• Jyll's SimilarWeb sponsored YouTube video https://www.youtube.com/watch?v=ETbr96HojtI
• Jyll's HeroConf San Diego 2025 talk https://youtu.be/UVDwfV7eAWQ
• Inside Google Ads book about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Google Trends https://trends.google.com

Related Inside Google Ads podcast episodes

• Episode 92: Audiences Masterclass https://jyll.ca/insidegoogleads/92?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Episode 63: Custom segments https://jyll.ca/insidegoogleads/63?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Episode 51: Customer Match https://jyll.ca/insidegoogleads/51?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Episode 24: Audience Layering https://jyll.ca/insidegoogleads/24?utm_source=podcast&utm_medium=referral&utm_campaign=episode95

Read more about this topic on Jyll's Google Ads Blog

• Google-Engaged Audiences: Your Secret Weapon for Google Ads Remarketing https://learn.jyll.ca/blog/google-engaged-audiences-your-secret-weapon-for-google-ads-remarketing?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Google Ads Audience Targeting: A Comprehensive Guide to Reaching Your Ideal Customer https://learn.jyll.ca/blog/google-ads-audience-targeting-a-comprehensive-guide-to-reaching-your-ideal-customer?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Does Audience Targeting Really Matter in Search and Shopping Campaigns? https://learn.jyll.ca/blog/does-audience-targeting-really-matter-in-search-and-shopping-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode95

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

We've all been there: staring at our Google Ads account and thinking, "Is Google completely stupid?" As someone who used to work at Google, and sees hundreds of ad accounts each year, host Jyll Saskin Gales offers a fresh perspective on those frustrating moments.

This may not be the episode you WANT to hear, but it's the episode you NEED to hear. Jyll shares two recent, real-world examples that illustrate why shifting your mindset from "Google is stupid" to "Why is Google doing this?" can make you a more effective advertiser and drive better results.

Topics discussed include:

• Why an ad that misses the mark on a specific query match can still be served to the perfect user
• The difference between keyword-based thinking and user-based thinking in modern Google Ads
• A case study of a Google Ads campaign with a 536% conversion rate and what it reveals about bad advice
• The critical issues with poor conversion tracking and vanity conversion actions like page views and scrolls
• The problematic incentives and limited training given to some Google account representatives
• The value of pausing and considering Google's perspective to improve your ad strategy

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

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.

You can get Inside Google Ads 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=episode94
 
Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode94

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 Jyll 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=episode94

Resources mentioned in this episode
Martin's LinkedIn post: https://www.linkedin.com/posts/martin-sandgaard_this-is-why-you-dont-enable-ai-max-on-your-activity-7386659929161469952-bATB

Account Audit LinkedIn post: https://www.linkedin.com/posts/jyllsaskingales_i-just-opened-up-this-google-ads-account-activity-7387163678070009856-spwy

Read more about this topic on Jyll's Google Ads Blog
AI Max for Search Campaigns: What you need to know about "Search Max" 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=episode94

The Future of Google Ads: PMax, AI Max and Broad Match https://learn.jyll.ca/blog/ai-max-broad-match-demystifying-google-ads-automation?utm_source=podcast&utm_medium=referral&utm_campaign=episode94

Wait, That Google Ads Email is Legit?! Understanding Google's "Extended Workforce" @xwf.google.com https://learn.jyll.ca/blog/wait-that-google-ads-email-is-legit-understanding-google-s-extended-workforce-xwf-google-com?utm_source=podcast&utm_medium=referral&utm_campaign=episode94

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

Budgeting in Google Ads can seem straightforward, but in reality, it's far more complex than just setting a dollar amount. In episode 93 of the Inside Google Ads podcast, Google Ads Coach Jyll Saskin Gales dives into the nuances of how Google manages your budget and breaks down three common budget issues that can impact your campaign performance.

If you’ve ever been confused about where your ad dollars are actually going, this episode will provide clarity on Google Ads' budgeting mechanics and give you actionable steps to take control of your spend.

Key Topics Discussed:

• Why being "Limited By Budget" can hure your campaign performance
• The difference between a red warning and a yellow recommendation for "Limited by Budget"
• When a "Limited by Budget" status is actually a signal for growth
• How an ad schedule can dramatically inflate your effective average daily budget.
• The relationship between your average daily budget, daily spending limit, and monthly spending limit.
• Introducing the new Campaign Total Budget option and when it's the right choice for your campaigns.

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

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.

You can get Inside Google Ads 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=episode93
 
Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode93

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, including in-depth lessons about troubleshooting bid strategy issues, and you can ask Jyll 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=episode93

Resources mentioned in this episode

Subscribe to The Insider newsletter! https://learn.jyll.ca/newsletters/the-insider?utm_source=podcast&utm_medium=referral&utm_campaign=episode93

The Insider newsletter: When Limited by budget is a good thing: https://learn.jyll.ca/newsletters/the-insider/posts/limited-by-budget-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode93

The Insider newsletter: How to measure PMax success https://learn.jyll.ca/newsletters/the-insider/posts/measure-pmax-success-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode93

Search Engine Land article about campaign total budgets: https://searchengineland.com/google-ads-tests-new-promo-focused-budget-tools-461775

Read more on Jyll's Google Ads Blog

A Guide to Setting Your Google Ads Budget: https://learn.jyll.ca/blog/a-guide-to-setting-your-google-ads-budget?utm_source=podcast&utm_medium=referral&utm_campaign=episode93

 What happens if Google Ads spends more than my budget? https://learn.jyll.ca/blog/what-happens-if-google-ads-spends-more-than-my-budget?utm_source=podcast&utm_medium=referral&utm_campaign=episode93

What should I do when my Google Ads campaign is limited by budget? https://learn.jyll.ca/blog/what-should-i-do-when-my-google-ads-campaign-is-limited-by-budget?utm_source=podcast&utm_medium=referral&utm_campaign=episode93

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

Are you feeling the squeeze of rising CPCs and increasingly automated Google Ads campaigns? In this special episode 92, Google Ads coach Jyll Saskin Gales shares advanced, cutting-edge targeting strategies designed to help you get your ideal customers from Google Ads. Specifically, she'll walk through 15 specific Google Ads targeting tactics you can try right now in your Search, Shopping, Video and Demand Gen campaigns.

This episode is edited from a webinar that was originally livestreamed with Dana DiTomaso of Analytics Playbook, so if you're listening rather than watching, you might like to watch this episode on YouTube: https://youtu.be/nCiTWqAVua8

Topics covered in this episode:

• Strategies for competitor conquesting, including Jyll's very own "non-brand conquesting"
• How to effectively use audience layering in Search and Shopping campaigns, moving from observation to targeting to exclusion
• Three ways to handle expensive keywords and industries using custom segments and adjacent audiences
• Non-linear targeting tactics for operating successfully in sensitive interest or restricted categories
• The importance of creative-led targeting and turning content targeting into powerful audience targeting

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.

You can get Inside Google Ads 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=episode92
 
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=episode92

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 Jyll 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=episode92

Resources mentioned in this episode

• Book: Inside Google Ads: Everything you need to know about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode92
• Full webinar including Q&A: Google Ads Targeting - What you need to know in 2025 https://youtube.com/live/hgBJAXtGVq8
  
  

Read more about this topic on Jyll's Google Ads Blog

• How to Spy on Competitors' Google Ads (and Why You Should!) https://learn.jyll.ca/blog/how-to-spy-on-competitors-google-ads-and-why-you-should?utm_source=podcast&utm_medium=referral&utm_campaign=episode92
•  Google Ads Audience Targeting: A Comprehensive Guide to Reaching Your Ideal Customer https://learn.jyll.ca/blog/google-ads-audience-targeting-a-comprehensive-guide-to-reaching-your-ideal-customer?utm_source=podcast&utm_medium=referral&utm_campaign=episode92
• What is Non-Linear Targeting in Google Ads? https://learn.jyll.ca/blog/what-is-non-linear-targeting-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode92

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

Inside Google Ads host Jyll Saskin Gales was recently featured on the official Google Ads LinkedIn page! In episode 91, she dives deeper into the advice she shared with Google Ads Marketing about the so-called "Power Pack" - AI Max for Search Campaigns, Performance Max and Demand Gen. Using clear analogies and step-by-step guidance, Jyll walks through common mistakes she sees advertisers make with AI-powered campaigns, and how to most effectively manage your Google Ads today.

Plus, stay tuned until the end of the episode for an inside look at how Jyll became the first ever Google Ads Coach featured on Google Ads' official social media channels!

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.

You can get Inside Google Ads 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=episode91
 
Google Ads Coaching
Need some expert help with your Google Ads campaigns? Book a call with "the Google Ads coach herself"! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode91

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 Jyll 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=episode91

Resources mentioned in this episode
Google Ads LinkedIn post: The Power Pack with Jyll Saskin Gales https://www.linkedin.com/feed/update/urn:li:activity:7382127767284236288/

Read more about this topic on Jyll's Google Ads Blog

• Is Demand Gen Good for Leads? How 3 Businesses Found Success https://learn.jyll.ca/blog/is-demand-gen-good-for-leads-how-3-businesses-found-success?utm_source=podcast&utm_medium=referral&utm_campaign=episode91
• The Future of Google Ads: PMax, AI Max and Broad Match https://learn.jyll.ca/blog/ai-max-broad-match-demystifying-google-ads-automation?utm_source=podcast&utm_medium=referral&utm_campaign=episode91
• Google Ads Performance Max: Is it worth it? https://learn.jyll.ca/blog/google-ads-performance-max-is-it-worth-it?utm_source=podcast&utm_medium=referral&utm_campaign=episode91

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

Are you struggling to figure out the best structure for your Google Ads campaigns? Should you segment or consolidate? In Episode 90 of the Inside Google Ads podcast, host Jyll Saskin Gales answers your questions about the crucial topic of Google Ads account structure, focusing on Performance Max campaigns, but also touching on Search and Shopping.

Key Topics Discussed:

• PMax Asset Group Strategy: Why segmenting asset groups by only audience signals is a mistake, and the single most important factor for creating a new asset group
• Consolidation vs. Segmentation: The four main reasons to separate products into different campaigns
• Testing Consolidation: A simple, low-risk technique using shared budgets and bid strategies to test a consolidated campaign approach
• PMax and Other Campaigns: The risks of running Performance Max alongside Standard Shopping or Search campaigns simultaneously

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

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.

You can get Inside Google Ads 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=episode90
 
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=episode90

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 Jyll 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=episode90

Resources mentioned in this episode

• Blog: How Can I Target Similar Audiences in Google Ads? https://learn.jyll.ca/blog/how-can-i-target-similar-audiences-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode90

Read more about this topic on Jyll's Google Ads Blog

• Should You Run Search and Performance Max Campaigns Together? https://learn.jyll.ca/blog/should-you-run-search-and-performance-max-campaigns-together?utm_source=podcast&utm_medium=referral&utm_campaign=episode90
• Performance Max vs. Standard Shopping: Which is better for ecommerce? https://learn.jyll.ca/blog/performance-max-vs-standard-shopping-which-is-better-for-ecommerce?utm_source=podcast&utm_medium=referral&utm_campaign=episode90
• Google Ads Campaign Structure: When to Use Multiple Campaigns for One Goal https://learn.jyll.ca/blog/google-ads-campaign-structure-when-to-use-multiple-campaigns-for-one-goal?utm_source=podcast&utm_medium=referral&utm_campaign=episode90

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

We’ve all been there: you log into Google Ads ready to optimize, only to find the interface has changed and a key feature you rely on is gone. Google Ads is constantly introducing new tools, while retiring older ones.

In episode 89 of the Inside Google Ads podcast, host Jyll Saskin Gales discusses the universal experience of feature deprecation and provides actionable alternatives for three significant Google Ads features that are either going away or have recently been retired: Call Ads (formerly Call-Only Ads), Video Campaigns for Conversion, and Combined Segments. Jyll explains the timelines for these changes and walks you through specific, practical steps to adapt your strategy.

Key Topics Discussed:

• Call Ads Deprecation: The timeline for the feature's retirement (2026-2027) and the immediate steps to transition to Responsive Search Ads (RSAs)
• Video Campaigns for Conversion: Why the conversion objective for video is gone, the pros and cons of this new structure, and how you can proceed
• Combined Segments Replacement: Practical alternatives for precise audience targeting in Demand Gen and Video campaigns

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

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.

You can get Inside Google Ads 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=episode89
 
Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode89

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 Jyll 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=episode89

Resources mentioned in this episode

• Inside Google Ads podcast, Episode 43: Changing bid strategy https://jyll.ca/insidegoogleads/43?utm_source=podcast&utm_medium=referral&utm_campaign=episode89
• Inside Google Ads podcast, Episode 24: Audience layering https://jyll.ca/insidegoogleads/24?utm_source=podcast&utm_medium=referral&utm_campaign=episode89
• Search Engine Land article: What you need to know about Responsive Search Ads https://searchengineland.com/responsive-search-ads-explained-462743
• Book - Inside Google Ads: Everything you need to know about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode89
• Inside Google Ads course https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode89

Read more on Jyll's Google Ads Blog

• How to Apply a Custom Segment to Your Google Ads Campaign: https://learn.jyll.ca/blog/how-to-apply-a-custom-segment-to-your-google-ads-campaign?utm_source=podcast&utm_medium=referral&utm_campaign=episode89
• Can you Layer Audiences in Google Ads? https://learn.jyll.ca/blog/can-you-layer-audiences-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode89
• How to Choose the Right Google Ads Video Campaign Subtype https://learn.jyll.ca/blog/how-to-choose-the-right-google-ads-video-campaign-subtype?utm_source=podcast&utm_medium=referral&utm_campaign=episode89

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

Should you even be using Google Ads? In Episode 88 of the Inside Google Ads podcast, host Jyll Saskin Gales shares a simple framework for business owners to determine how much they should spend on Google Ads and whether their business is even ready to run campaigns. Jyll shares the story of one of her clients, a therapist, and uses this example to walk through how to calculate your customer acquisition cost, a metric that is much more useful and accurate than the numbers you see inside the Google Ads platform.

Jyll explains the three key levers that can be used to lower your customer acquisition cost and make your ads more profitable, including things you can do inside your Google Ads account, as well as things you can do to improve your business outside of Google Ads. This framework is a simple, effective, and relatable way for any small business owner or marketer to determine if Google Ads is a viable marketing channel and how to get the best results.

In this episode, you will learn about:

• The difference between cost per click, conversion rate, and customer acquisition cost
• How to calculate customer acquisition cost, using the numbers from your Google Ads account
• Three key levers to lower your customer acquisition cost
• How to improve your conversion rate, both on and off your website
• Why your sales process is often the most important part of a successful Google Ads strategy
• A simple rule of thumb for determining how much budget to spend on Google Ads

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

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.

You can get Inside Google Ads 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=episode88
 
Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode88

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 Jyll 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=episode88

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=episode88
• How to Predict Your CPCs with Google Ads Keyword Planner https://learn.jyll.ca/blog/how-to-predict-your-cpcs-with-google-ads-keyword-planner?utm_source=podcast&utm_medium=referral&utm_campaign=episode88
• Should you work with low budget Google Ads clients? https://learn.jyll.ca/blog/the-truth-about-low-budget-google-ads-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode88

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

Is Performance Max the best or worst campaign type in Google Ads? In Episode 87 of Inside Google Ads, host Jyll Saskin Gales dives into the controversy surrounding PMax. She clarifies what Performance Max is and isn't, noting how it has evolved since its launch. Then, Jyll provides her 3-step decision tree to help you determine if PMax is the right fit for your business. This episode is a must-listen for anyone considering using PMax, as Jyll provides crucial insights into why it can be amazing for some and terrible for others. She also addresses common questions about brand exclusions, feed-only PMax, and whether to run Search and PMax campaigns together.

Topics discussed in this episode include:

• What Performance Max is and what has changed since its initial launch
• A three-step process to determine if you should be running a PMax campaign
• The bare minimum requirements you need before launching a successful PMax campaign
• Whether to exclude brand keywords from PMax and when to run a separate brand campaign
• The pros and cons of running a "feed-only" PMax campaign
• How to decide whether to run Search and PMax campaigns together

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

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.

You can get Inside Google Ads 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=episode87
 
Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode87

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, including in-depth lessons about troubleshooting bid strategy issues, and you can ask Jyll 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=episode87

Resources mentioned in this episode

• Inside Google Ads podcast: Episode 41 - Pairings https://jyll.ca/insidegoogleads/41?utm_source=podcast&utm_medium=referral&utm_campaign=episode87
• Inside Google Ads podcast: Episode 76 - PMax vs Search https://jyll.ca/insidegoogleads/76?utm_source=podcast&utm_medium=referral&utm_campaign=episode87
• The Insider newsletter issue: https://learn.jyll.ca/newsletters/the-insider/posts/measure-pmax-success-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode87
  
  

Read more about this topic on Jyll's Google Ads Blog

• Performance Max vs. Search: Which is Best for B2B Lead Generation? https://learn.jyll.ca/blog/performance-max-vs-search-which-is-best-for-b2b-lead-generation?utm_source=podcast&utm_medium=referral&utm_campaign=episode87
• Performance Max vs. Standard Shopping: Which is better for ecommerce? https://learn.jyll.ca/blog/performance-max-vs-standard-shopping-which-is-better-for-ecommerce?utm_source=podcast&utm_medium=referral&utm_campaign=episode87
• Should You Run Search and Performance Max Campaigns Together? https://learn.jyll.ca/blog/should-you-run-search-and-performance-max-campaigns-together?utm_source=podcast&utm_medium=referral&utm_campaign=episode87

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