Inside Google Ads with Jyll Saskin Gales

• What is the role of automation vs. control in Google Ads?

  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 expansionGet 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 CoachingNeed 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=episode96Inside Google Ads courseMore 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=episode96Resources mentioned in this episodeJyll's The Insider bi-weekly newsletter: https://learn.jyll.ca/newsletters/the-insider?utm_source=podcast&utm_medium=referral&utm_campaign=episode96Inside 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 BlogMaximize 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=episode96What 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=episode96The 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=episode96Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_pro

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• Does audience targeting work with Search campaigns in Google Ads?

  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 campaignsHow to turn search insights into audience targeting The true benefits of uploading your customer listNew ways to glean audience insights for campaign optimization ideasPlus, 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 CoachingNeed 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=episode95Inside Google Ads courseJoin 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=episode95Resources mentioned in this episodeJyll's SimilarWeb sponsored YouTube video https://www.youtube.com/watch?v=ETbr96HojtIJyll's HeroConf San Diego 2025 talk https://youtu.be/UVDwfV7eAWQInside Google Ads book about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Google Trends https://trends.google.comRelated Inside Google Ads podcast episodesEpisode 92: Audiences Masterclass https://jyll.ca/insidegoogleads/92?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Episode 63: Custom segments https://jyll.ca/insidegoogleads/63?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Episode 51: Customer Match https://jyll.ca/insidegoogleads/51?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Episode 24: Audience Layering https://jyll.ca/insidegoogleads/24?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Read more about this topic on Jyll's Google Ads BlogGoogle-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=episode95Google 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=episode95Does 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=episode95Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

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• Is Google stupid?

  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 userThe difference between keyword-based thinking and user-based thinking in modern Google AdsA case study of a Google Ads campaign with a 536% conversion rate and what it reveals about bad adviceThe critical issues with poor conversion tracking and vanity conversion actions like page views and scrollsThe problematic incentives and limited training given to some Google account representativesThe value of pausing and considering Google's perspective to improve your ad strategyPlus, 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 CoachingNeed 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=episode94Inside Google Ads courseJoin 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=episode94Resources mentioned in this episodeMartin's LinkedIn post: https://www.linkedin.com/posts/martin-sandgaard_this-is-why-you-dont-enable-ai-max-on-your-activity-7386659929161469952-bATBAccount Audit LinkedIn post: https://www.linkedin.com/posts/jyllsaskingales_i-just-opened-up-this-google-ads-account-activity-7387163678070009856-spwyRead more about this topic on Jyll's Google Ads BlogAI 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=episode94The 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=episode94Wait, 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=episode94Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

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• What does limited by budget mean in Google Ads?

  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 performanceThe difference between a red warning and a yellow recommendation for "Limited by Budget"When a "Limited by Budget" status is actually a signal for growthHow 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 CoachingNeed 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=episode93Inside Google Ads courseJoin 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=episode93Resources mentioned in this episodeSubscribe to The Insider newsletter! https://learn.jyll.ca/newsletters/the-insider?utm_source=podcast&utm_medium=referral&utm_campaign=episode93The 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=episode93The 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=episode93Search Engine Land article about campaign total budgets: https://searchengineland.com/google-ads-tests-new-promo-focused-budget-tools-461775Read more on Jyll's Google Ads BlogA 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=episode93What 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=episode93Follow Jyllhttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

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• 15 Google Ads Targeting Strategies For You To Steal

  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/nCiTWqAVua8Topics 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 exclusionThree ways to handle expensive keywords and industries using custom segments and adjacent audiencesNon-linear targeting tactics for operating successfully in sensitive interest or restricted categoriesThe importance of creative-led targeting and turning content targeting into powerful audience targetingDo 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 CoachingNeed 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=episode92Inside Google Ads courseJoin 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=episode92Resources mentioned in this episodeBook: Inside Google Ads: Everything you need to know about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode92Full webinar including Q&A: Google Ads Targeting - What you need to know in 2025 https://youtube.com/live/hgBJAXtGVq8Read more about this topic on Jyll's Google Ads BlogHow 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=episode92What 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=episode92Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

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