Get Ed's forecasting spreadsheet here: https://edleake.com/google-ads-forecasting-tool/And watch his video going into the spreadsheet in more detail: https://www.youtube.com/watch?v=Ta5fIi0qbHw

In the final episode of Season 2 of the Paid Media Lab podcast, we speak to Ed Leake - founder of God Tier Ads, seasoned agency owner, and PPC expert with over half a billion in managed ad spend - to uncover the biggest mistakes marketers make when forecasting Google Ads performance, and how to do it right.

With nearly two decades of experience in paid media, ad tech, and conversion strategy, Ed shares his hard-earned insights on why most forecasts fail, how to build projections that align with real business outcomes, and what every advertiser should know about scaling spend without killing ROAS.

Whether you’re pitching new clients, planning Q4 budgets, or trying to get a grip on Google’s automation and Performance Max chaos, this episode is packed with straight-talking advice that cuts through the noise.

🎯 Key topics:

• Why Google’s built-in forecasting tools often miss the mark

• How to forecast with business outcomes — not just ad metrics

• Accounting for seasonality & demand curves the smart way

• The hidden impact of impression share on CPC and performance

• Why Standard Shopping still matters (yes, really)

• Forecasting in an AI-driven, keywordless PPC future

Timestamps:

0:00 - Intro

02:12 - Ed’s approach to copywriting

04:02 - The problems with Google’s forecasting tools

08:39 - Accounting for seasonality in forecasting

14:32 - Why impression share is important

17:55 - Accounting for Remarketing

21:00 - Should you exclude brand from PMax?

22:45 - PMax or Standard Shopping?

24:41 - Will AI invalidate forecasting?

27:34 - Putting the work in

29:32 - Final thoughts

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we speak to Sofia Akritidou - founder of ThinkWise Digital and seasoned B2B PPC strategist - to explore what’s really broken in B2B lead generation and how to fix it using smarter paid media strategies.

With over seven years of hands-on experience across Google Ads, LinkedIn, and paid social, Sofia shares actionable insights on improving lead quality, avoiding junk conversions, aligning keyword intent, and building campaigns that drive actual revenue, and not just vanity metrics.

Whether you’re running PPC campaigns for a SaaS startup, scaling paid media for a fintech platform, or trying to align marketing and sales on what a “qualified lead” really looks like, this episode is packed with tips to help you turn ad spend into closed-won deals.

Timestamps:

0:00 - Intro

2:07 - How Sofia became a B2B specialist

3:16 - What makes B2B Lead Gen different to B2C?

6:15 - Generating qualified leads from PPC

9:19 - Examples of key lead gen mistakes

10:43 - How to filter out unqualified leads

12:40 - Predicting when campaigns will bring poor leads

15:03 - Keyword intent classification tips

17:24 - Gated vs. Ungated content in B2B

20:00 - Moving prospects through the funnel

21:36 - Optimizing campaigns for qualified leads

24:01 - Which KPIs should you pay attention to?

25:17 - Lead Scoring advice

28:08 - LinkedIn Lead Gen campaign tips

32:05 - Final thoughts / outro

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Performance Max campaigns are everywhere - but most advertisers are still flying blind when it comes to controlling spend and cutting waste.

To help marketers take back control, we spoke to Guillaume Devinat, CEO of PPC optimization platform Optmyzr, and uncovered the ultimate PMax negative keyword strategy.

In the session, Guillaume reveals the findings of a huge study into how advertisers use (or don’t use) negative keywords in PMax - and shares a practical, step-by-step framework to cut waste, reduce junk traffic, and improve efficiency.

Expect to learn:

• Why 68% of PMax campaigns are running with zero negative keywords

• The most common search terms and placements that waste budget

• How to proactively identify and exclude bad traffic with n-gram analysis

• Early indicators of low-quality traffic (before conversions suffer)

• How to use ChatGPT to uncover wasteful keyword themes at scale

• Key settings in PMax that quietly drain spend if left unchecked

• How to estimate the ROI impact of negative keyword and placement exclusions

• Tips on geo targeting, content suitability, and URL expansion

• The case for lead gen advertisers to rethink their use of PMax

Timestamps: 

0:00 - Intro

1:36 - Guillaume’s key focuses at Opteo

2:07 - How marketers are using negative keywords

4:02 - Why are negative keywords so underutilized?

7:16 - Which search terms waste the most ad spend?

10:18 - Finding the best negative keywords

14:55 - Competitor keywords as negative keywords

16:06 - Biggest sources of waste in PMax campaigns

21:48 - Managing ad placements

23:58 - Key metrics to track after making changes

28:14 - Final thoughts / outro

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

AI Max is here - but getting the right information about it, and what it means for your campaigns, can be hard to find. 

To help marketers get a clear view on how to prepare for AI Max, we spoke to Google Ads Expert Jyll Saskin Gales. 

Jyll is a former Google employee, top PPC consultant, and author of Inside Google Ads - a fitting book title, given that very few people know what goes on inside Google's Ads than her. 

In this extended episode of the Paid  Media Lab, we spoke to Jyll about all-things AI Max, as well as how Broad Match ties in (and how to use Broad Match effectively). Expect to learn:

• What AI Max is and how it evolved from Search Max

• Key AI Max features: text customization, keyword list targeting, final URL expansion

• New transparency and control options in AI Max

• Shift from keyword matching to intent prediction in Google Ads

• Opportunities and risks of keywordless PPC

• Best practices for using broad match effectively

• Jyll’s three C’s: conversion tracking, customer lists, creative

• The truth about audience signals in AI/Performance Max

• How to test AI Max responsibly

Don't have time to listen to the whole thing? Find our written recap of the session here: www.lunio.ai/blog/google-ads-ai-max-explained

Timestamps:

0:00 - Intro

2:36 - ‘Inside Google Ads’ book discussion

4:08 - Why ‘the house always wins’ in Google Ads

6:45 - AI Max vs. Search Max

8:45 - What is AI Max?

9:57 - How transparent is AI Max?

11:34 - Is AI Max just broad match + DSA?

12:59 - Is this the ‘keywordless future’?

15:29 - Final URL Expansion + audience signals

22:20 - Should you test AI Max?

25:07 - Using Broad Match effectively

29:00 - Where Jyll uses Broad Match

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Download Aaron Young's Google Ads Optimization Checklist (for free) here: https://www.definedigitalacademy.com/optimise

Looking for a repeatable, structured way to optimize your Google Ads campaigns without burning out or flying blind?

In this episode of the Paid Media Lab, we’re joined by PPC expert Aaron Young - founder of Define Digital Academy, and one of the most trusted and popular voices on YouTube when it comes to paid search.

Aaron walks us through his updated 2025 Google Ads Optimization Checklist - a practical, spreadsheet-based framework that breaks campaign management into clear, actionable steps using his unique S.T.A.B. method:

 • Spending & segmentation

 • Targeting

 • Ads & landing pages

 • Bidding

Whether you’re managing Search, Shopping, PMax, Display, Demand Gen or YouTube campaigns, this checklist will help you eliminate guesswork, reduce wasted spend, and scale performance with confidence.

Timestamps:

0:00 - Intro + checklist overview

1:53 - Aaron’s main PPC focuses

3:31 - ‘Golden rule’ for Demand Gen + PMax

6:36 - ‘Optimized targeting’ in Demand Gen

8:26 - How to use the optimization checklist

11:11 - Understanding the S.T.A.B method

14:47 - How to prioritize ad optimization actions

16:12 - How to operationalize & action ad optimizations

18:57 - Actions you shouldn’t overlook

20:01 - Additional tips to enhance ad optimization 

22:41 - How to identify & action additional optimizations

27:53 - Final thoughts / outro

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we’re joined by Inny Vaiciute to break down how to outsmart rising CPCs with smarter PPC account structure - covering strategy, segmentation, and common mistakes that drain budget.

As Senior PPC Manager at Circus PPC, Inny manages high-performing campaigns across ecommerce and lead gen - blending creative problem-solving with data-driven decision making to consistently drive results.

In this episode, we explore everything from campaign type selection and geographic setup to the death of SKAGs, when to segment ad groups, and how to feed the algorithm the cleanest possible data.

If your CPCs are spiraling and you need to make every click count, this is your playbook.

Timestamps:

0:00 - Intro

1:59 - Inny’s key focuses in PPC right now 

3:32 - Why does account structure matter with high CPCs?

5:04 - Common account structure issues that inflate costs

7:27 - How to decide when to segment campaigns

9:27 - Blending campaign types to keep costs down

12:36 - Pros/cons of Demand Gen campaigns

14:45 - Single keyword ad groups vs Themed ad groups

17:19 - Structuring campaigns around funnel stages

20:22 - How geographic campaign structuring affects CPCs

22:54 - Predicting campaign changes / Google performance planner

26:14 - Final thoughts

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we’re speaking to Teodor Yordanov about how to master local campaigns in Google Ads - covering best practices, real-world strategies, and the common pitfalls to avoid.

Very few marketers understand how to bridge the gap between digital campaigns and physical store visits like Teodor Yordanov, Senior Paid Media Director at Book Up Media and Marketize Me. 

With over £100M in managed ad spend and deep experience across retail, ecommerce, and travel, Teo shares the exact tactics he uses to drive high-intent foot traffic at scale.

In this episode, we explore everything from store visit attribution and local inventory ads, to Teo’s postcode-based location targeting method - and the exact campaign structure that delivered a 210% MoM increase in store visits.

Timestamps:

0:00 - Intro

3:07 - Teo’s Google Ads generic search term script

5:00 - What are local store visits in Google Ads

6:50 - Why use Google Ads to drive in-store traffic?

8:32 - What are Local Inventory Ads & why are they effective

12:05 - Inefficiencies with location targeting for LIAs

13:48 - Teo’s advanced postcode targeting tool

16:50 - How to optimize local store visit campaigns

20:01 - Case study: 210% MoM increase in store visits

22:35 - Final thoughts

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab, we’re joined by Kirk Williams - founder of ZATO Marketing, TEDx speaker, and 2025’s 3rd most influential PPC expert - to break down exactly how to optimise PMax for eCommerce success.

Whether you’re managing a single-product Shopify store or a large multi-brand catalogue, Kirk’s advice will help you turn underperforming PMax campaigns into high-performing ROI machines.

Timestamps:

0:00 - Intro

3:55 - How PMax differs from other campaign types

6:29 - PMax campaign structures for shopify stores

13:57 - Feed optimization best practices

19:33 - How to get more insights from PMax

22:01 - Driving the most revenue from PMax

26:54 - Final thoughts

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we're speaking to Amy Hebdon about the potential of Responsive Search Ads (RSAs) - covering best practices, key strategies, and the all-too-common RSA mistakes to avoid.

Very few marketers know the ins-and-outs of RSAs as well as Amy Hebdon, founder of Paid Search Magic and creator of the famed ‘Magnetic RSAs’ course, where she breaks down every aspect of what successful RSAs look like. 

In this episode, we cover everything you need to know about Responsive Search Ads, and get Amy’s insights on what the future holds for them.

Timestamps:

0:00 - Intro

3:01 - What are Responsive Search Ads?5:11 - The key elements for RSA setup

6:56 - Target audience vs. Anti audience

8:54 - How important is the ‘Ad Strength’ metric?

12:04 - Common mistakes & pitfalls to avoid

14:01 - Should you use ChatGPT for RSA ad copy?

15:55 - When you should pin vs. shouldn’t pin 

17:34 - Key factors to keep in mind with RSA campaigns

19:08 - Creating & targeting more niche audiences

21:21 - Troubleshooting underperforming RSAs

23:10 - What will the future hold for RSAs?

25:45 - How AI overviews impact PPC

27:34 - Running ads in LLMs?

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

The Paid Media Lab is back for Season 2 - and we're kicking things off by speaking to none other than Frederick Vallaeys about his methods for streamlining PPC management with ChatGPT and other LLMs. 

Recently voted the #1 most influential PPC expert of 2025, Fred brings a wealth of knowledge from decades in the industry - previously as a Product Specialist & Ads Evangelist at Google, or currently as CEO of Optmyzr.

In this episode, Fred reveals how he’s harnessing the power of ChatGPT and other large language models to streamline campaign management and save thousands of hours on PPC tasks.

Whether you’re managing ads at scale or just starting to explore AI in paid media, Fred’s practical, cutting-edge insights will give you a serious edge (and save you countless hours!)

Timestamps:

0:00 - Intro: PPCSurvey results, PerformanceMCR event

5:10 - Which tasks should you automate with ChatGPT?

7:54 - How to write better prompts for GenAI

12:24 - Using GenAI for ad copy, keywords, socials

18:51 - Feeding ChatGPT the right data

23:40 - What tasks should you NOT use ChatGPT for?

28:07 - Final thoughts

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Read Fred's full SEL article on connecting ads data to GenAI for smarter PPC here: https://searchengineland.com/4-ways-to-connect-your-ads-data-to-generative-ai-for-smarter-ppc-454330

Watch Navah Hopkins' episode on using Dynamic Search Ads for competitor research: https://www.youtube.com/watch?v=lsduYRdokhI