Google Ads Strategy Hub

Sarah Stemen
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  • MARKETING

Welcome to The Google Ads Strategy Hub, the podcast for every business owner who wants to take control of their Google Ads. You don't need another generic tutorial. What you need is a plan for your paid search account. Host Sarah Stemen is a Google Ads coach & consultant who specializes in empowering small business owners, entrepreneurs, and marketers to build and manage their own successful Google Ads campaigns. Each episode dives into the core strategies behind effective Google Ads—the "why" behind the "how." Sarah will tackle the most common questions, uncover proven techniques, and help you think like a pro. From setting up your first campaign to understanding what's really working, this podcast is designed to give you the confidence to run your own ads and achieve real results.

  1. 08/12/2025

    Google Ads 2025: The 6 Pillars of Google's NEW AI Plan

    Summary In this conversation, Sarah Stemen discusses the significant changes in Google Ads and PPC strategies for 2025, emphasizing the role of AI and new features that enhance transparency and performance measurement. She highlights key updates, including the evolution of Performance Max campaigns, the integration of AI tools, and the impact of shoppable CTV on consumer behavior. Stemen also addresses the importance of cross-platform attribution and the future of smart bidding in discovering new audiences, ultimately encouraging marketers to embrace these changes for better strategic outcomes. Takeaways The only constant in Google Ads is change. AI is becoming a central partner in marketing strategies. Performance Max campaigns have gained more transparency. Shoppable CTV is collapsing the traditional marketing funnel. Google is positioning itself as a creative partner for advertisers. Cross-platform attribution is essential for understanding marketing effectiveness. Smart Bidding is evolving to discover untapped audiences. Marketers must adapt to AI tools to stay competitive. The strategy is where significant value is created in marketing. Embracing change frees marketers from mundane tasks.

    14 min

  2. 26/11/2025

    Can I use Gemini Or ChatGPT For Google Ads?

    Summary In this episode, Sarah Stemen explores the use of AI tools like Gemini in creating Google Ads campaigns, particularly for luxury cookware. She critiques the recommendations provided by Gemini, emphasizing the importance of understanding campaign strategies, keyword selection, and ad copy. Throughout the conversation, she shares her insights on best practices for digital marketing and the potential pitfalls of relying solely on AI-generated suggestions. Takeaways Google Ads strategies must be tailored to the product type. AI tools can provide recommendations, but they require expert oversight. Starting with non-brand keywords can be costly for new businesses. A minimum budget of $10,000 per month is recommended for luxury products. Ad copy must be engaging and legally compliant. User intent is crucial in keyword selection and ad targeting. Conversion tracking is essential for campaign success. Testing different ad strategies can yield better results. Understanding the target audience is key to effective marketing. AI tools should complement, not replace, human expertise in marketing. Chapters 00:00 Introduction to AI in Google Ads 01:42 Testing Gemini's Recommendations for Luxury Kitchenware 09:32 Evaluating Campaign Strategies and Recommendations 12:51 Final Thoughts on AI Tools in Advertising Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

    14 min

  3. 18/11/2025

    Google Ads Failed? Why Your Winning Strategy Quit Working

    Running Google Ads campaigns successfully is not just about technical optimization; it’s about having a fundamentally sound business model. In this crucial episode of the Google Ads Strategy Hub Podcast, we dive deep into a real-world case study proving that past success in Google Ads does not guarantee future results, especially when a business model changes. This is a must-listen for anyone who runs their own Google Ads campaigns and is struggling to convert clicks into sales. Are your Google Ads failing? It might not be the keywords. Expert Google Ads manager, Sarah Stemen, shares a challenging client story: a business that was successfully running their own Google Ads but failed dramatically after launching a new hybrid online/in-person product. They spent over $8,000 without a single conversion. We break down the technical fixes we attempted—including ad copy adjustments, micro conversions, and a major landing page review—and why none of them worked. The core issue wasn't the account structure, the bids, or the ad quality score; it was a fundamental flaw in the market fit and product offering. Learn how to identify when a business problem is masquerading as a performance issue in your PPC account. This case study illustrates a critical lesson for every small business Google Ads user: Google Ads is a powerful amplifier, but it amplifies what's already there. If your product/service is not ready for the market, Google Ads will give you expensive, undeniable evidence of that fact. We also stress the importance of treating every campaign as unique. Just because a campaign works in one location (e.g., Cincinnati vs. Miami) or for one type of service (e.g., a DUI attorney vs. an immigration lawyer) does not mean the strategy can be cloned. Understanding geographic ad differences and niche market PPC is paramount for maximizing your return on ad spend (ROAS). Stop trying to Google your ads out of a non-ad problem. Focus on market validation and proper business fundamentals first. Primary Keyword Focus: Google Ads strategy Secondary Keywords: running Google Ads campaigns, small business Google Ads, Google Ads troubleshooting, landing page review, niche market PPC, Google Ads non-conversion, Google Ads case study, geographic ad differences. Key Takeaways & Actionable Insights: The mindset shift: Google Ads amplifies, it doesn't fix. Why hybrid product models often fail to entice the user. The danger of relying on past campaign success. The importance of market validation before investing in paid traffic. When to recommend a pivot (like switching to SEO). Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

    8 min

  4. 11/11/2025

    Google Ads Costs RISING? The Real Reason Your CPC Is Too High

    As an expert 'YouTube Description And Chapters' generator for the Google Ads Strategy Hub Podcast, I will transform your provided transcript into a highly optimized, keyword-rich YouTube description and structured chapter markers. The focus will be on maximizing searchability, enhancing viewer retention, and providing clear, actionable insights for DIY Google Ads users. Here is the processed content based on the title, transcript, and our SEO goals. 🚀 Optimized YouTube Content for Your Google Ads Strategy 📝 YouTube Video Description (SEO-Focused) Google Ads costs rising? Stop blaming Google! Learn the real reason your Google Ads CPA is too high and how to fix it by shifting your Google Ads strategy. In this crucial episode of the Google Ads Strategy Hub, we dive deep into the rising cost per click (CPC) and cost per acquisition (CPA) that so many advertisers are facing, showing you the fatal flaw in most DIY running Google Ads campaigns: a Cost-Intent Mismatch. For too long, advertisers have been caught in the "Google Ads Trap," focusing too much on non-brand search campaigns that target high-priced, top-of-funnel keywords. While essential for building awareness, bidding aggressively on these terms like "athletic wear for women" or "running shorts" is paying a premium for low-intent traffic—it's like ordering a five-star steak dinner when the person only wanted to look at the menu! This strategy is outdated in 2025, especially with the increased competition driven by Performance Max (PMAX) campaigns. We break down the three critical buckets of user intent (Awareness, Consideration, and Conversion) and explain why your non-brand search campaigns are an expensive relic of the past, especially for e-commerce. You'll hear a real-world case study of an athletic wear brand whose ROAS jumped from 2 to an astonishing 8 by radically restructuring their approach. Key Strategy Takeaways from this episode: Identify the Google Ads Trap: Understand why traditional non-brand search campaigns are leading to a high CPA. Master the Intent Spectrum: Learn the difference between Awareness, Consideration, and the "Money Zone" (Conversion) to match your bids to user readiness. Implement a Modern Campaign Structure: Discover how Demand Gen and YouTube campaigns are the affordable, high-impact replacements for expensive non-brand search, effectively warming up your audience. Audience Segmentation Mastery: See how layering affinity, deal-shopping, and demographic audiences can refine your targeting and dramatically improve efficiency. Post-View Retargeting: Learn a powerful pro-tip: how to observe YouTube video viewers within your branded search campaigns for massive brand lift. If you’re struggling with high CPC in Google Ads or need a clearer Google Ads budget strategy, this episode provides the definitive path forward. Stop the maintenance work of adding negatives and adjusting ROAS and start fixing the root problem: paying a premium for mismatched intent. Chapters 00:00 Navigating the Cost Intent Mismatch 00:16 Strategies for Effective Campaign Management Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

    13 min

  5. 10/11/2025

    Can't Afford Google Ads? The Cheap Campaign Hack

    Are you running Google Ads campaigns but struggling with increasingly high CPCs? In this episode of the Google Ads Strategy Hub Podcast, host Sarah Stemen provides a strategic roadmap for DIY advertisers whose budgets can’t keep up with premium search campaigns. Learn why pivoting to Google Demand Gen campaigns can be the affordable, accessible path to building brand awareness and consideration without sacrificing performance. This is the essential Google Ads strategy for maximizing your budget in 2025. The Affordability Crisis in Google Ads It’s painful to watch CPCs rise, making it tough for small and medium-sized businesses to compete in the highly expensive, non-brand search market. While a content-first SEO approach is a valid long-term digital marketing strategy, we understand the desire to use paid advertising to accelerate growth. If you are determined to pay for ads but can't afford the 'Madison Square Avenue' pricing of traditional Search Campaigns, you need a different strategy. Why Demand Gen is the New Budget-Friendly Google Ads Strategy Search campaigns are often the most expensive because they capture high intent at the very top of the funnel. If you have a limited budget, Sarah recommends avoiding generic search campaigns and shifting your focus to the emerging power of Demand Generation. A Demand Gen campaign is essentially Google's answer to social media advertising and an AI successor to Discovery and Display campaigns. Critically, these ads appear in Google’s most immersive experiences, like the YouTube mobile feed, giving them significantly more attention than traditional sidebar display ads. This placement makes them highly effective for building brand awareness and consideration at a fraction of the cost. Key Takeaways for Running Google Ads on a Budget: Mindset Shift: Understand that Demand Gen campaigns focus on the awareness and consideration stages, not immediate, high-volume conversion. Set your expectations accordingly. Audience Segmentation is Critical: Success hinges on deep audience strategy. Move beyond broad segments like "parents" or "in-market for baby goods." Cross-reference interests (e.g., "running" + "day trips") to build a highly targeted and effective audience for your PPC campaigns. Creative is King: Success in Demand Gen is driven by compelling, sales-focused creative. Use strong calls-to-action like "50% off, shop now" during peak buying seasons to drive conversions, proving these campaigns are effective throughout the buyer journey. Strategic Stacking: Start with Demand Gen for budget efficiency. Layer in a highly affordable branded search campaign next. Only move to Performance Max or expensive non-brand search when your budget can fully support the higher CPCs. The reward of Demand Gen is that it offers an affordable and accessible way to reach your ideal audience where they are most engaged, making it a powerful component of a modern Google Ads budget strategy. Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

    13 min

  6. 06/11/2025

    How to Scale A Google Ads Account

    Google Ads strategy: Stop Losing Revenue! Maximize Conversion Value, Not Just Conversions Are your Google Ads accounts just not growing? If your revenue is slipping, or your performance is flatlining despite a healthy budget, this video is for you. In this powerful case study, we dive deep into a common, yet critical, mistake that even large e-commerce brands make: the wrong Google Ads bidding strategy. We reveal how a major home fitness brand was successfully selling products, but failing to meet their true profit goals because their bid strategy was set to Maximize Conversions instead of Maximize Conversion Value. Google was efficiently chasing cheap, low-value sales (resistance bands) instead of the high-value sales (benches) that the client actually wanted. This isn't just about a single setting—it's about the entire Google Ads strategy philosophy. This episode is a must-watch if you are running Google Ads campaigns and seeing sales volume but low revenue. You’ll learn the exact steps we took to fix this account, including verifying conversion value tracking, strategically implementing Target ROAS bidding, and patiently escalating the bid target. The results were astounding: a 38% increase in conversion value (revenue) with the same ad spend, proving the power of value-based signals. Stop letting Google prioritize volume. It’s time to switch from a wide net to a precision net in your Google Ads campaign management. Learn how to use value signals to tell Google exactly what your business truly needs. Key Takeaways You'll Master: Diagnosing Revenue Slip: Identify why high conversion volume doesn't always equal high revenue or profit. The Bidding Strategy Fix: Understand the critical difference between Maximize Conversions vs. Maximize Conversion Value for e-commerce. Target ROAS Implementation: Learn the step-by-step process for layering on a conservative ROAS target and slowly escalating it to retrain the algorithm. Value-Based Optimization: Discover how to ensure your Google Ads smart bidding is aligned with your core business goals. Don't let a single setting derail your entire Google Ads optimization efforts. Watch now and start seeing the revenue growth you deserve! Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

    6 min

  7. 04/11/2025

    Google Ads Too Expensive? Build Your Business for $0 Today

    Cannot afford Google Ads? 🤔 Stop worrying! In this essential episode of the Google Ads Strategy Hub Podcast, Google Ads specialist Sarah Stemen dives deep into a common question for small business owners: "What if I can't afford to run Google Ads campaigns?" You might think a Google Ads expert would only push paid campaigns, but Sarah shares her insider marketer knowledge on building a successful, thriving business with zero ad spend. This isn't just about budgeting; it's about a foundational content marketing strategy that attracts leads naturally. Sarah, who has built her own highly successful business without spending a dime on ads, reveals the grassroots marketing methods that truly work. Learn why focusing on your follower count is not your bank account and how to get real clients by shifting your content strategy. She breaks down the three crucial types of content every small business must create to generate consistent leads and conversions without a large Google Ads budget. Key Takeaways for Small Business Growth: The truth about alternatives to running Google Ads campaigns (like Bing Ads or social platforms) and why a no-ads approach can be better for building a solid foundation. Why vanity metrics like follower counts are often misleading and how to focus on content that actually converts. The three pillars of a high-converting content strategy: Attraction (Educational/Transactional) Content, Nurturing (Get-to-Know-Me) Content, and Conversion (Transformational) Content. Actionable advice on how to start creating content today, even with zero experience, by documenting your existing business success and repurposing assets across platforms like YouTube and LinkedIn. This video is a must-watch for any entrepreneur or DIY marketer looking for a low-cost Google Ads alternative or seeking a sustainable small business marketing strategy. You’ll learn how to leverage organic channels to build authority and drive sales, making this a powerful supplement to your Google Ads implementation knowledge or a complete replacement if your budget is tight. Start growing your business without paid advertising and learn the strategies that work long-term. Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

    13 min

  8. 03/11/2025

    Why Perfectionism in Google Ads is Ruining Your Budget in 2025

    Your Google Ads strategy is being killed by perfectionism. Stop over-optimizing your campaigns and embrace strategic imperfection! In this essential episode of the Google Ads Strategy Hub Podcast, host Sarah Stemen, a 17-year Google Ads veteran, reveals the three core reasons why letting go of control and accepting a degree of imperfection is the power move that will actually improve your performance and drive significant growth. Are you running your own Google Ads campaigns and feeling frustrated by stagnation? The old days of complete control—where you manually controlled every keyword, copy, and setting—are over. Today, the machine (Google's automation) is simply bidding better than humans. Your pursuit of the perfect campaign is actively starving the system of the data it needs to learn and find your best customers. Learn why the solution is embracing the 80-20 imperfection rule and how to apply it right now to launch campaigns faster and generate meaningful data. This video challenges the flawed thinking that leads to hyper-segmented siloed campaigns and the costly assumption that you can determine user intent from a single keyword. Discover why Google's auction is a dynamic, complex, and sometimes “rigged” system, and how the smartest paid search practitioners work with the automation, not against it. Sarah introduces her powerful new mantra: consolidate and signal. Learn how to build more robust search accounts by strategically leveraging consolidated keywords, assets, and conversion signals alongside tools like Performance Max (PMax) to ensure your campaigns are built for the future. Finally, we dive into the time-suck of pursuing perfect ad copy. The platform doesn't need perfect; it needs relevance, speed, and value. Learn how to use a small, designated test and learn budget (the purposeful failing campaign) to be agile, gain a competitive edge, and collect invaluable data acquisition that textbooks won't teach you. You'll learn to shift your mindset from being a campaign architect to a campaign gardener, planting seeds for iterative, sustainable Google Ads growth. Stop being paralyzed by the fear of launching the wrong thing and start implementing the bold changes that will catapult your account forward. Key Takeaways to Optimize Your Google Ads: Why traditional manual control is a Google Ads killer. Implementing the 80/20 imperfection rule for faster launches. The dangers of siloed campaigns and single-keyword intent. Sarah’s new mantra: Consolidate and Signal for modern account structure. How to use purposeful failing campaigns for market learning. Chapters 00:00 - Introduction to Perfectionism in Google Ads00:20 - Letting Go of Control for Better Performance00:42 - The Evolution of Google Ads Strategy03:03 - The 80-20 Imperfection Rule06:28 - Challenges of Keyword Control07:36 - The Role of Automation in Google Ads11:49 - Embracing Imperfection and Testing08:19 - Strategic Use of Performance Max08:58 - The Importance of Audience Signals14:30 - Conclusion and Call to Action 🔔 Subscribe for more expert Google Ads strategy tips! Don't let perfectionism hold back your campaign's true potential. Comment below with the biggest "perfectionist mistake" you're ready to let go of! Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

    16 min
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About

Welcome to The Google Ads Strategy Hub, the podcast for every business owner who wants to take control of their Google Ads. You don't need another generic tutorial. What you need is a plan for your paid search account. Host Sarah Stemen is a Google Ads coach & consultant who specializes in empowering small business owners, entrepreneurs, and marketers to build and manage their own successful Google Ads campaigns. Each episode dives into the core strategies behind effective Google Ads—the "why" behind the "how." Sarah will tackle the most common questions, uncover proven techniques, and help you think like a pro. From setting up your first campaign to understanding what's really working, this podcast is designed to give you the confidence to run your own ads and achieve real results.

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  • Creator
    Sarah Stemen
  • Years Active
    2K
  • Episodes
    40
  • Rating
    Clean
  • Copyright
    © 2025 Sarah Stemen