Inside Google Ads with Jyll Saskin Gales

If you've ever looked at your search terms report in Google Ads and noticed a section labeled "other search terms" and thought, "Huh, what's going on here?" - then this is the episode for you! (Niche, I know). While there is no magic trick to completely override user privacy, host Jyll Saskin Gales has a smart workaround you can use to gain deeper visibility into what those hidden queries actually are.

In this tactical episode 144 of Inside Google Ads, Jyll explains how to bridge the gap between Google Ads and Google Search Console to uncover hidden search behaviour. Learn a clever spreadsheet technique to isolate unique, long-tail queries, and discover how to spot queries driven by AI search modes. Whether you want to refine your negative keyword strategy or better align your ad copy and landing page messaging with real user intent, this episode gives you a practical method to see what is hiding behind your performance data.

Key Topics Discussed:

• Understanding why Google hides a significant percentage of search terms in your Google Ads account
• How to use Google Search Console alongside your landing page URLs to uncover organic search queries
• A step-by-step spreadsheet formula using character length to sort and analyze unique, long-tail search intent
• Identifying queries that surface in AI search modes that Google Ads does not yet display
• Practical ways to use this hidden data to refine your negative keyword lists and optimize ad copy

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=episode144

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=episode144

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=episode144

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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

Follow Jyll on social media
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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
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If PMax is just a black box, doesn't that mean you can't optimize it? Wrong on so many levels! In Episode 133 of Inside Google Ads, host Jyll Saskin Gales breaks down five common Performance Max mistakes that even experienced digital marketers and agencies make. While PMax can be a powerful tool for scaling performance, misinterpreting its mechanics can waste your money and limit your success. In this in-depth episode, Jyll outlines practical, data-backed adjustments to help you align your strategy with how Google's AI actually works.

Key topics discussed:

• Asset group structure, and how to test creative and signals
• Whether or not to keep brand searches in PMax, and what it depends on
• The one essential tool you need before running lead generation campaigns in PMax
• How to think about product duplication across PMax and Standard Shopping
• When to actually add negative keywords or adjust your headlines, descriptions and images

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=episode133

Resources mentioned in this episode:

• All about Offline Conversion Tracking: https://www.youtube.com/watch?v=ROs6o7Lllu4
• Episode 109 - How to Optimize PMax: https://youtu.be/lg9ixk2KOWQ

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=episode133

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=episode133

Follow Jyll on social media
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Quality Score is one of those foundational Google Ads components that every practitioner knows is important, but figuring out how to improve it can be surprisingly difficult. In episode 132, host Jyll Saskin Gales shares her practical, step-by-step framework for increasing your Quality Score. Jyll breaks down what the three diagnostic columns actually mean: ad relevance, landing page experience, and expected click-through rate. You will learn how to audit your auction competitors using the Google Ads Transparency Center and how to borrow the best aspects of their ad text to boost your own click-through rates. Finally, Jyll examines a real-world case study from Google Ads expert Kuda Chinara, who demonstrated how improving Quality Score successfully decreased a client's cost per lead.

Key Topics Discussed:

• Understanding Quality Score: Learn what keyword-level Quality Score actually means and how it differs from Optimization Score and Ad Strength.
• The Three Diagnostic Pillars: Discover how to analyze ad relevance, landing page experience, and expected click-through rate.
• Competitor Spy Framework: Step-by-step instructions on using the Google Ads Transparency Center to analyze competitor ads and find inspiration.
• Case Study Breakdown: Review Kuda Chinara's LinkedIn case study on how improving Quality Score lowered cost per lead.
• Actionable Optimization Tips: Practical advice on shifting from product features to customer benefits in your ad copy.

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=episode132

Resources mentioned in this episode:

• Episode 107: Quality Score https://jyll.ca/insidegoogleads/107?utm_source=podcast&utm_medium=referral&utm_campaign=episode132
• Kuda Chinhara's LinkedIn post: https://www.linkedin.com/feed/update/urn:li:activity:7467877762561781761/
• Jyll's The Insider newsletter issue about Quality Score: https://learn.jyll.ca/newsletters/the-insider/posts/quality-score-expected-ctr?utm_source=podcast&utm_medium=referral&utm_campaign=episode132
• Google PageSpeed Insights tool: https://pagespeed.web.dev/
• Google Ads Transparency Center: https://adstransparency.google.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=episode132

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=episode132

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

How can you navigate the sheer volume of changes coming to Google Ads every week?

In this special episode, Google Ads Coach Jyll Saskin Gales is joined by agency owner Duane Brown in a conversation hosted by Lunio's James Deeney. They dissect the latest announcements from Google Marketing Live (GML) and separate the genuine opportunities from the pure marketing hype. Together, they share their hands-on experiences with Google’s evolving ecosystem, offering a reality check on the tools you should actually be using—and the ones you should avoid for now. They dive deep into the limitations of the newly rebranded Ask Advisor tool, the creative potential and compliance risks of Nano Banana Pro, and the slow but intriguing emergence of the Universal Commerce Protocol (UCP). Jyll also explains why the best modern advertisers must thrive in shades of gray, balancing fundamental marketing principles with strategic automation. Whether you are managing a tight budget or setting up account-level safeguards, this episode offers a practical blueprint for future-proofing your Google Ads strategy without losing your sanity.

Key Topics Discussed:

• The Reality of Ask Advisor: Why Jyll recommends pausing use of this rebranded chatbot for now due to incorrect data and a lack of true agentic action.
• Nano Banana Pro & Automated Creatives: Evaluating AI-generated assets for small businesses and managing brand safety and IP risks.
• Universal Commerce Protocol (UCP): What UCP is, its connection to Shopify, and why you should focus on SEO foundations first.
• Lead Gen Features & Journey-Aware Bidding: Why Jyll is highly optimistic about offline conversion tracking and new GML lead generation tools.
• Thriving in the Gray Area: Shifting away from binary thinking to embrace smart testing without discarding classic marketing principles.
• Audience Q&A: Tactical advice on campaign consolidation, managing picky clients, and starting fresh with Google Ads without feeling overwhelmed.

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=episode131

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=episode131

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=episode131

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

Google announced a change to how budget-limited campaigns on target-based bid strategies will work... is it time to freak out? Hardly! In episode 130 of the Inside Google Ads podcast, host Jyll Saskin Gales cuts through the hyperbole to tell you what's changing, what you need to know, and what it ACTUALLY means for your campaigns. While social media is filled with "hot takes," the reality of this update is much more straightforward than the rumors suggest.

Key Topics Discussed:

• What the August 17, 2026 smart bidding update actually changes for target CPA and target ROAS campaigns
• The difference between the red "limited by budget" warning and the yellow recommendation
• Why some advertisers see an anecdotal performance "overshoot" in budget-limited campaigns
• Practical solutions for accounts that are chronically limited by budget
• How to use maximize bid strategies as an alternative to target-based bidding

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=episode130

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=episode130

Inside Google Ads course
Join 400+ marketers like you who are mastering Google Ads with Jyll's Inside Google Ads membership course. You'll get exclusive access to JyllBot, and you can meet top industry experts 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=episode130

Resources discussed in this episode:
- Brooke Osmundson's Search Engine Journal article: https://www.searchenginejournal.com/google-clarifies-smart-bidding-update-after-advertiser-concerns/581804/
- Google Ads documentation about this change: https://support.google.com/google-ads/answer/17061251?hl=en
- Inside Google Ads episode 7 - What should you do if your campaign is limited by budget? https://jyll.ca/insidegoogleads/7?utm_source=podcast&utm_medium=referral&utm_campaign=episode130
- Inside Google Ads episode 93 - What does limited by budget mean in Google Ads? https://jyll.ca/insidegoogleads/93?utm_source=podcast&utm_medium=referral&utm_campaign=episode130

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

How do you actually manage your Google Ads on a day-to-day, week-to-week, or month-to-month basis? In episode 129 of Inside Google Ads, host Jyll Saskin Gales breaks down exactly how to approach campaign management across three distinct scenarios: launching a brand new campaign, maintaining a campaign that is already performing well, and diagnosing a campaign that is struggling. Whether you are dealing with skyrocketing CPCs or trying to figure out when to let machine learning do its job, this episode offers a practical framework for confident account management.

Key Topics Discussed:

• Managing New Campaigns: What metrics to check after 2 to 3 days, with benchmarks for each campaign type.
• The "If It Ain't Broke, Don't Fix It" Maxim: Why a clean change history can be a sign of true expertise, and how to shift to higher-impact monthly tasks.
• Troubleshooting & Root Cause Analysis: How to diagnose performance issues at the source instead of relying on ineffective "band-aid" tactics.
• The Reality of Rising CPCs: A simple exercise in the Search Terms Report to understand how Smart Bidding takes calculated risks on high-value conversions.

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=episode129

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=episode129

Inside Google Ads course
Join 400+ marketers like you who are mastering Google Ads with Jyll's Inside Google Ads membership course. You'll get exclusive access to JyllBot, and you can meet top industry experts 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=episode129

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

What should you do when your search campaigns are maxed out? In episode 128 of the Inside Google Ads podcast, host Jyll Saskin Gales shares a story about a Google Ads coaching client who runs an agency, and achieved incredible results for a local service business... until he hit a wall when trying to scale the budget. She discovers that his client has a non-brand search impression share of 91% (!), and discusses what this means, and what to do next.

If you feel stuck with a budget that will not spend, or CPCs that keep rising, this episode provides a clear path forward for your Google Ads growth.

Key topics discussed in this episode:

• How to identify when you have reached the limit of search opportunity.
• The connection between high impression share and inflated CPCs.
• Why excellent landing pages and sales training are essential for high-cost industries.
• Transitioning from phrase and exact match keywords to a broader strategy.
• How to use Demand Gen campaigns to reach people when they are not actively searching.
• How to know when it's time to expand your reach.

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=episode128

Resources mentioned in this episode:

• Episode 120: Demand Gen vs Video Campaigns: Which Is Better? https://jyll.ca/insidegoogleads/120?utm_source=podcast&utm_medium=referral&utm_campaign=episode128
• Episode 124: Google Ads Demand Gen: Use the 5x5x5 Rule to Stop Ad Fatigue https://jyll.ca/insidegoogleads/124?utm_source=podcast&utm_medium=referral&utm_campaign=episode128
• The Insider newsletter issue - Growing Your Google Ads When Search is Maxed Out: https://learn.jyll.ca/newsletters/the-insider/posts/maxed-out-search-impression-share?utm_source=podcast&utm_medium=referral&utm_campaign=episode128

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=episode128

Inside Google Ads course
Join 400+ marketers like you who are mastering Google Ads with Jyll's Inside Google Ads membership course. You'll get exclusive access to JyllBot, and you can meet top industry experts 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=episode128

Read more about this topic on Jyll's Google Ads Blog
Should you use Broad Match keywords in Google Ads? https://learn.jyll.ca/blog/should-you-use-broad-match-keywords-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode128

Worried About High CPCs with Maximize Conversions? You Shouldn't Be https://learn.jyll.ca/blog/worried-about-high-cpcs-with-maximize-conversions-you-shouldn-t-be?utm_source=podcast&utm_medium=referral&utm_campaign=episode128

Your Ultimate Guide to Impression Share in Google Ads https://learn.jyll.ca/blog/what-is-impression-share-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode128

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 were promised that AI would save us so much time, we could lie on the beach while automation handled our business. The reality so far? Quite different! In this conversation between Fred Vallaeys, CEO of Optmyzr, and Jyll Saskin Gales, Google Ads Coach & host of the Inside Google Ads podcast, we discuss how AI isn't actually making our jobs shorter, it's pushing us to work harder, think deeper, and become better marketers.

Join us for special episode 127 to find out what it truly means to be an AI-powered marketer. We talk about why human creativity and business data are your ultimate competitive advantages as Google's tools become more automated. We also dive into some contrarian strategies, including why you might want to rethink your entire approach to negative keywords, and I pull back the curtain on how I use my own custom "JyllBot" to manage my content creation.

Key topics discussed:

• Why AI acts as an "average maker" and how you can use unique business data to get excellent results.
• The negative keyword debate: why removing massive legacy lists might actually improve your ROAS.
• How I used Claude Cowork to help overcome blank-page syndrome while writing my upcoming second book.
• Keeping up with rapid industry shifts through peer communities rather than just feature logs.
• What highly personalized search results mean for the future of your ad formats and delivery.

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=episode127

Resources mentioned in this episode

• Episode 126: Is Google Ads Dead? Why I’m More Excited Than Ever for the Future https://jyll.ca/insidegoogleads/126?utm_source=podcast&utm_medium=referral&utm_campaign=episode127
• Fred Vallaeys' latest book, the AI-Amplified Marketer: https://aiamplifiedmarketer.com
• Jyll Saskin Gales' latest book, Inside Google Ads: Everything you need to know about Audience Targeting: https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode127
• Start your free trial of Optmyzr: https://www.optmyzr.com/?ref=ywu3y2m [affiliate link]

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=episode127

Inside Google Ads course
Join 400+ marketers like you who are mastering Google Ads with Jyll's Inside Google Ads membership course. You'll get exclusive access to JyllBot, and you can meet top industry experts 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=episode127

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 it still worth learning Google Ads, or is AI making us obsolete? In episode 126 of the Inside Google Ads podcast, host Jyll Saskin Gales addresses the growing apprehension and fear surrounding the future of Google Ads and the PPC industry. While the shift away from traditional keyword control and the rise of AI-driven search experiences feels different, these changes actually present the most significant opportunity yet for strategic marketers.

By breaking down the platform into its three core components - bidding, targeting, and creative - Jyll illustrates how artificial intelligence acts as an efficiency multiplier rather than a human replacement. The episode explores advanced tools like AI Max, branded controls, and AI Brief, demonstrating how practitioners can steer automation to achieve superior results. While AI raises the floor for average performance, your human expertise is required to "raise the roof." Whether you manage accounts for a small business or a major agency, this conversation will help you adapt your mindset and approach for the next chapter of digital advertising.

Key topics discussed:

• The reality behind the statement that advertisers can no longer choose keywords."
• How incremental bidding innovations like smart bidding exploration and customer lifecycle goals support human-led strategy.
• Why AI Max is the future for Search and Shopping campaigns.
• The strategic value of AI Brief for guiding targeting and messaging.
• Why marketing foundations and landing page quality matter more than ever in an AI-first SERP.

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=episode126

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=episode126

Inside Google Ads course
Join 400+ marketers like you who are mastering Google Ads with Jyll's Inside Google Ads membership course. You'll get exclusive access to JyllBot, and you can meet top industry experts 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=episode126

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

• Smart Bidding Exploration in Google Ads: Everything you need to know https://learn.jyll.ca/blog/smart-bidding-exploration-in-google-ads-everything-you-need-to-know?utm_source=podcast&utm_medium=referral&utm_campaign=episode126
• Google Ads Journey Aware Bidding: The next bid strategy for lead generation? https://learn.jyll.ca/blog/google-ads-journey-aware-bidding-the-next-bid-strategy-for-lead-generation?utm_source=podcast&utm_medium=referral&utm_campaign=episode126
• Google Ads Customer Lifecycle Goals: What You Need To Know https://learn.jyll.ca/blog/google-ads-customer-lifecycle-goals-what-you-need-to-know?utm_source=podcast&utm_medium=referral&utm_campaign=episode126

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

Customer Match is the holy grail of modern marketing, yet many Google Ads practitioners still aren't using it. In episode 125 of the Inside Google Ads podcast, host Jyll Saskin Gales explains why uploading your first-party customer data to Google is one of the single greatest competitive advantages you have left in the AI era. As third-party tracking declines, Customer Match serves as a critical bridge to campaign stability, allowing you to reactivate dormant clients, cross-sell new offers, and feed invaluable signals to smart bidding algorithms.

Jyll breaks down the requirements for using Customer Match, including the $50,000 lifetime spend threshold, while showing why smaller advertisers should still upload their lists to gain valuable audience insights. You will learn the strategic applications of Customer Match, from tailoring campaign exclusions to utilizing advanced customer lifecycle goals and conversion-based customer lists. Finally, the episode covers step-by-step implementation, match rate expectations, and critical privacy policy compliance rules.

Key Topics Discussed:

• Why first-party data is your best weapon against competing smart bidding algorithms
• The account requirements for Customer Match and why you should upload your list anyway
• How to use Customer Match for audience targeting and exclusions in search, shopping, and video campaigns
• Implementing customer lifecycle goals and the 1% rule for medium to large advertisers
• Step-by-step instructions for manual uploads, CRM integrations, and monitoring your match rate
• Essential compliance requirements, including user consent and navigating sensitive interest categories

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=episode125

Resources mentioned in this episode

• Inside Google Ads Book: Everything you need to know about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode125
• Inside Google Ads Episode 118: Assets Explained https://jyll.ca/insidegoogleads/118?utm_source=podcast&utm_medium=referral&utm_campaign=episode125
• Inside Google Ads Episode 112: Sensitive Categories https://jyll.ca/insidegoogleads/112?utm_source=podcast&utm_medium=referral&utm_campaign=episode125
• Google Ads RLSA: How to Retarget Your Search Campaigns https://learn.jyll.ca/blog/google-ads-rlsa-how-to-retarget-your-search-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode125
• Google Ads Customer Lifecycle Goals: What You Need To Know https://learn.jyll.ca/blog/google-ads-customer-lifecycle-goals-what-you-need-to-know?utm_source=podcast&utm_medium=referral&utm_campaign=episode125

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=episode125

Inside Google Ads course
Join 400+ marketers like you who are mastering Google Ads with Jyll's Inside Google Ads membership course. You'll get exclusive access to JyllBot, and you can meet top industry experts 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=episode125

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