Inside Google Ads with Jyll Saskin Gales

Jyll Saskin Gales
  • 4.3 (8)
  • Marketing
  • Updated Weekly

Do you want your burning Google Ads questions answered by a trusted Google Ads Expert? The Inside Google Ads podcast is hosted by Jyll Saskin Gales, a seasoned Google Ads coach with over a decade of Google Ads experience, including 6 years working at Google. Each weekly episode contains practical advice based on real-world experience with Google Ads accounts. You'll gain a deeper understanding of bidding strategies, keyword match types, conversion tracking, creative best practices, campaign efficiency and more. Whether you're a novice or an experienced advertiser, tune in for valuable PPC tips that can transform your advertising approach and maximize your campaigns' success.Each episode transcript is also available for free via email, subscribe at jyll.ca/insidegoogleads

  1. 2d ago ·  Video

    The #1 New Customer Acquisition Mistake in Google Ads

    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 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

  2. Oct 15 ·  Video

    Get Your Google Ads Ready for Q4 (Before It’s Too Late!)

    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 campaignsHow to prepare for promotion mode, seasonal bid adjustments, and budget tweaksSetting up customer lifecycle goals properly to target new vs. existing buyersWhat AI Max for Shopping is and how it bridges standard Shopping and PMaxEssential 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 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

  3. Oct 8 ·  Video

    8 Microsoft Ads Secrets for Google Ads Practitioners

    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 campaignsCritical differences in ad group autonomy and negative match behavior compared to GoogleUnique features like Impression-Based Remarketing and SERP Multimedia Ads3 free, practical action steps you can take right now to prepare your accountLearn more about Microsoft Ads with: Navah Hopkins: https://youtu.be/2LahowBloOANikki Kuhlman: https://youtu.be/ek5GXoMNpmEMatt Beswick: https://youtu.be/VajomHQWjOsYou 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 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

  4. Oct 1 ·  Video

    Can $10 a Day Work on YouTube? Yes! Here's How

    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 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

  5. Sep 24 ·  Video

    AI Just Broke This Google Ads Account

    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 consultantsA real case study of a bid strategy change recommended by ClaudeLow conversion volume and why value-based bidding failedHow maximize bid strategies differ from target efficiency modelsThe danger of using dynamic bidding with incomplete CRM conversion trackingWhy AI tools give confident answers even when they lack critical contextHow to safely use AI in marketing without surrendering strategic decisionsThis 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 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

  6. Sep 17 ·  Video

    6 Talks in 30 Days: My Newest Google Ads Strategies

    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=episode138Episode 115 Conversion strategy: https://jyll.ca/insidegoogleads/115?utm_source=podcast&utm_medium=referral&utm_campaign=episode138Episode 109 Optimizing PMax: https://jyll.ca/insidegoogleads/109?utm_source=podcast&utm_medium=referral&utm_campaign=episode138Episode 135 Non-linear targeting: https://jyll.ca/insidegoogleads/135?utm_source=podcast&utm_medium=referral&utm_campaign=episode138Episode 110 B2B masterclass: https://jyll.ca/insidegoogleads/110?utm_source=podcast&utm_medium=referral&utm_campaign=episode138PPC Zone: https://ppc.zoneYou 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 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

  7. Sep 10 ·  Video

    The Truth About Competitor Targeting in Google Ads

    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 AdsWhy impersonating competitors in ad headlines breaks Google policy and local consumer protection lawsHow text customization and AI Max can lead to unintended competitor targetingPractical ways to prevent accidental policy violations using brand exclusions and negative keywordsA 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 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

  8. Sep 3 ·  Video

    AI Won't Replace You, But This Will

    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 biddingThe three essential foundation elements: full funnel conversion tracking, customer data, and compelling creativeHow to balance exact match keywords while testing AI features for future readinessUtilizing custom segments and search terms in Demand Gen campaigns for budget friendly audience targetingLessons learned from Performance Max updates and why smaller or B2B accounts still require a direct human touchYou 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 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

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4.3
out of 5
8 Ratings

About

Do you want your burning Google Ads questions answered by a trusted Google Ads Expert? The Inside Google Ads podcast is hosted by Jyll Saskin Gales, a seasoned Google Ads coach with over a decade of Google Ads experience, including 6 years working at Google. Each weekly episode contains practical advice based on real-world experience with Google Ads accounts. You'll gain a deeper understanding of bidding strategies, keyword match types, conversion tracking, creative best practices, campaign efficiency and more. Whether you're a novice or an experienced advertiser, tune in for valuable PPC tips that can transform your advertising approach and maximize your campaigns' success.Each episode transcript is also available for free via email, subscribe at jyll.ca/insidegoogleads

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