In this episode of the Indie PPC Podcast, I break down my full Google Ads tech stack — the exact tools I use to manage 25 accounts ranging from $2k/month to over $1M/month. No sponsorships, no referral codes — just an honest look at what actually helps me run accounts more efficiently.

I cover why I rely on Optmyzr's MCC dashboard, how Opteo helps me manage lower-spend clients, and why AdBeacon has become my go-to for holistic data across all platforms and I showcase a new custom change reminder tool I made with Dave Ten (in my frantic black friday state, I mistakenly got his name wrong in the vid 😖 sorry dave!)

I also share a custom tool I built with Dan Ten that tracks changes, sets reminders, and automatically compares results.

To wrap up, I highlight two must-watch videos: FeedArmy’s update on Merchant Center shipping cutoffs, and Andrew Lolk’s breakdown of Smart Bidding Exploration, which completely changed how I think about the feature.

Got a question for a future episode? Drop it in the comments or email me at [email protected]

FeedArmy video: https://www.youtube.com/watch?v=0TlCPSZ2v7E

Andrew Lolk Video: https://youtu.be/ZPrdl1bGkSc?si=CyuiaavsIlmSvaKm

In this episode, I break down my full Google Ads strategy for Black Friday, Cyber Monday, and major promo periods. You’ll learn how to properly plan budgets and use Google’s tools to drive new customers (not just discount your existing ones).

We cover:
 Why you should scale spend before the sale
How to use conversion lag to time your budget ramp
Which campaign types drive cold traffic vs. remarketing
The best way to show discounts in Google Shopping
Compare-at-price vs. promo codes (and why I hate promo codes)
How to schedule sales messaging in Search + Display
Using seasonality adjustments & Google’s new Promotion Mode
Why “baby discounts” don’t move the needle
Bundling when your margins are tight

Whether you’re prepping for Q4 or running promos year-round, this tactical breakdown will help you make every dollar count.

Key takeaway:
Build your audience before the sale, then close them with the offer.

If this episode helps, drop a comment & share!

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 Listen / Watch the Indie PPC Podcast
🔥 Practical Google Ads strategy for indie marketers & brands

In this episode, I walk through the exact workflow I use when launching a new Google Ads campaign, and it all starts outside of Google Ads. I share the Google Sheet I’ve built to organize ad copy, keywords, and campaign structure before anything goes live.

I explain why I never build ad copy directly inside the UI and how this sheet makes client reviews smoother, and why it’s essential for aligning tone and messaging with every new client. You’ll also hear how I color-code campaigns, track character counts, and mark revisions live during client calls.

Grab the free sheet in the show notes and start using it as your campaign blueprint — before you ever hit “publish.”

Sheet link: https://docs.google.com/spreadsheets/d/1iKfT9fuBjppaI2AD0_P2WbflfOGx-oUoxvbBtMRW_yA/copy

We’ve officially entered the post–best practice era of Google Ads.
In this episode, I share why we can no longer rely on any best practice, but need to form our own methods of testing to form a unique strategy that works for each account we manage.
You’ll learn why the real edge today isn’t knowing what works — it’s knowing how to test, track, and disprove your own assumptions.
I Also reacts to news about AI Overview Ads making their way into Google’s AI Mode, raising serious questions about transparency and control.

In this episode, I share a monthly routine that I use to get a clear, bird’s-eye view of my accounts. It’s super simple, just a Google Sheet that tracks budgets, spend, MER, NCAC, and a few other KPIs. but it’s been one of the most valuable habits in my workflow.

I’ll walk you through how I use it to spot correlations between channels, catch problems before they become major, and make sure spend is aligned with client goals. I’ve included a free template you can copy and adapt for your own accounts.

Whether you’re running e-com or lead-gen campaigns, this process will help you see things that day-to-day account work often hides.

🔗 Grab the free sheet here: https://docs.google.com/spreadsheets/d/1mmWf2rxS-MI6LVak7KFjkB9H8NacTTx8aslIJNQT7KA/copy

In this episode of the Indie PPC Podcast, I walk you through how I use ChatGPT to analyze search term intent in Google Ads.

I show you how to bucket search terms into high, mid, and low funnel categories, track how intent shifts over time, and walk you through an example of how I used this method to understand and take action on a conversion rate drop. 

Later in the episode, I talk about a podcast from Fred Vallaeys at Optimizer with Mathieu Trinvan that really made me rethink account structures, broad match, and where keywords may be headed in the future of Google Ads.

👉 If you manage Google Ads accounts, this episode will help you spot intent shifts, explain performance changes, and get smarter with AI-powered analysis.

Link to the podcast mentioned in the show: https://youtu.be/QplC-zjbu_E?si=W2V9qfqej-pewY-M

In this episode, we break down the various types of customer reviews to leverage in google ads: local reviews, seller ratings, and product ratings.

You’ll learn:

• Why Google My Business reviews aren’t enough for Shopping ads
• The difference between seller ratings (business-wide trust signals) and product ratings (specific item reviews)
• How aggregators like TrustPilot or Stamped.io integrate with Google Ads
• Practical tips for handling bad reviews without resorting to shady tactics
• Why reviews directly affect your conversion rates

Plus, I answer a listeners question on what AI mode means for the future of ad targeting, and I share thoughts on the recent Demand Gen algorithm update — a change that could shift this campaign type from high-funnel awareness to low-funnel conversions.

Whether you’re managing e-commerce or lead gen, this episode will sharpen how you think about social proof, AI, and campaign structure in today’s PPC landscape.

Show note links: 

Links:https://www.linkedin.com/posts/thomaseccel_big-demand-gen-updates-ugcPost-7290782805247037442-wyEm

Check with lookup tool https://www.google.com/shopping/ratings/account/lookup?q={yourwebsite}

In this episode, I dig into one of the most underrated skills in paid search: client communication.

It’s not just about reporting performance—it’s about listening, building trust, and knowing how to handle tough conversations. I share how I structure my calls, the difference between performance updates vs. strategy calls, and how to manage different client types (data-driven, hands-on, hands-off).

I also answer a great listener question on the differences between Google Ads and Microsoft Ads. I cover when to use Microsoft, why importing campaigns can be both helpful and dangerous, and the big pitfall you must watch out for: the Audience Network.

Finally, I break down some timely news from Google on store visit conversion values—important if you run campaigns for brick-and-mortar businesses.

Link to the article: https://searchengineland.com/google-ads-auto-enables-store-visits-conversions-461998

👉 Want me to answer your question on the show? Drop it in the comments or email me at [email protected]

👉 Need help with your Google Ads account? Learn more about my management and coaching services at joeybidner.com

Timestamps:

0:00 – Intro

0:40 – Why client communication is critical

4:20 – Structuring performance vs. strategy calls

7:00 – Handling upset clients without getting defensive

9:30 – Group calls and looking professional

12:00 – Types of clients and how to adapt

16:20 – Listener Q&A: Microsoft Ads vs. Google Ads

21:00 – Pitfalls in Microsoft Ads (Audience Network, tracking, bidding)

25:30 – Google store visit conversion value update

This show is all about paid search strategies, freelancing insights, and life as an independent PPC manager. Each week, I’ll dive into:

1. A deep-dive strategy or paid search topic
2. A listener Q&A segment
3. Something new and interesting I’m learning in the world of digital marketing

In this episode, I share:

• How I discovered Google Ads after years in the skateboard industry
• My early agency experiences (and why I left)
• The leap into freelancing in Boston and building my own client base
• Why self-teaching and obsession with learning are crucial in paid search
• A listener's question on structuring Google Ads for personalized vs. non-personalized products
• An article that made me rethink Performance Max strategies for new customer acquisition from Maggie Humphrey: https://searchengineland.com/how-to-use-performance-max-for-high-value-customer-acquisition-and-retention-458843

If you’re a freelancer (or thinking about becoming one), or you want real talk about managing accounts, clients, and growth as an independent PPC pro, this podcast is for you.

👉 Got a question you’d like answered on the show? Drop a comment on YouTube or email me at [email protected]
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