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. 4d ago ·  Video

    5 Performance Max Mistakes Even Experts Make

    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 signalsWhether or not to keep brand searches in PMax, and what it depends onThe one essential tool you need before running lead generation campaigns in PMaxHow to think about product duplication across PMax and Standard ShoppingWhen to actually add negative keywords or adjust your headlines, descriptions and imagesYou 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=ROs6o7Lllu4Episode 109 - How to Optimize PMax: https://youtu.be/lg9ixk2KOWQGoogle 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 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. Aug 6 ·  Video

    3 Steps to Lower Your CPC with Quality Score

    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=episode132Kuda 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=episode132Google 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

  3. Jul 30

    The Future of Google Ads: AI Agents, Ask Advisor & More

    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

  4. Jul 23

    The Truth About Google's New Target Bidding "Update"

    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 campaignsThe difference between the red "limited by budget" warning and the yellow recommendationWhy some advertisers see an anecdotal performance "overshoot" in budget-limited campaignsPractical solutions for accounts that are chronically limited by budgetHow to use maximize bid strategies as an alternative to target-based biddingYou 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

  5. Jul 16

    Google Ads Management: What to Do (and When to Do Nothing)

    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

  6. Jul 9

    Maxed Out Search? My Strategy for Scaling Google Ads

    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=episode128Episode 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=episode128The 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=episode128Google 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

  7. Jul 2

    The AI Paradox: Why Google Ads Automation Isn't Saving You Time

    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=episode127Fred Vallaeys' latest book, the AI-Amplified Marketer: https://aiamplifiedmarketer.comJyll 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=episode127Start 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

  8. Jun 25

    Is Google Ads Dead? Why I’m More Excited Than Ever for the Future

    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=episode126Google 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=episode126Google 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=episode126Follow 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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