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

    You Need Customer Match: The Holy Grail of Google Ads in the AI Era

    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 algorithmsThe account requirements for Customer Match and why you should upload your list anywayHow to use Customer Match for audience targeting and exclusions in search, shopping, and video campaignsImplementing customer lifecycle goals and the 1% rule for medium to large advertisersStep-by-step instructions for manual uploads, CRM integrations, and monitoring your match rateEssential compliance requirements, including user consent and navigating sensitive interest categoriesYou 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=episode125Inside Google Ads Episode 118: Assets Explained https://jyll.ca/insidegoogleads/118?utm_source=podcast&utm_medium=referral&utm_campaign=episode125Inside Google Ads Episode 112: Sensitive Categories https://jyll.ca/insidegoogleads/112?utm_source=podcast&utm_medium=referral&utm_campaign=episode125Google 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=episode125Google 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

    16 min

  2. Jun 11

    Google Ads Demand Gen: Use the 5x5x5 Rule to Stop Ad Fatigue

    If you're used to the way search ads work, switching to Demand Gen can feel like an insurmountable challenge. In episode 124 of the Inside Google Ads podcast, Google Ads Coach Jyll Saskin Gales shares a real world example of two agency marketers who were struggling with ad fatigue. When your audience sees the same image too many times, they can stop noticing your ads entirely. Jyll walks through the exact steps she took with her clients during a live account audit for a flooring company to refresh their Demand Gen performance. You will learn why benefit rich headlines matter more than keywords in this visual format, and why showing people in your photos is a major factor for engagement. Jyll also breaks down her 5x5x5 rule to ensure your ads are eligible for every possible placement across Google's platforms. By the end of this episode, you will know exactly how to check your Demand Gen asset reports and how to know when you have enough data to optimize. Key Topics Discussed: How to find and use the Demand Gen asset details report correctly.Jyll's 5x5x5 rule for Demand Gen creative.Why human centric imagery performs better than product swatches.The difference between search headlines and Demand Gen headlines.Identifying ad fatigue and using statistical significance to guide your optimizations.Sneaky settings to avoid that can hurt your campaign performance.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=episode124   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=episode124 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=episode124 Read more about this topic on Jyll's Google Ads Blog My "5x5x5" rule for Demand Gen success https://learn.jyll.ca/newsletters/the-insider/posts/demand-gen-creative-ad-fatigue?utm_source=podcast&utm_medium=referral&utm_campaign=episode124 PMax vs. Demand Gen: Which is Right for Your B2B Google Ads Strategy? https://learn.jyll.ca/blog/pmax-vs-demand-gen-which-is-right-for-your-b2b-google-ads-strategy?utm_source=podcast&utm_medium=referral&utm_campaign=episode124 How to avoid ad fatigue in Google Ads https://learn.jyll.ca/blog/how-to-avoid-ad-fatigue-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode124 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 min

  3. Jun 4

    Google Ads Keyword Research: Your 10 Step Strategy for 2026

    Yes, keyword research still matters in Google Ads. And no, AI can't do it for you! The most successful Google Ads advertisers are the ones who provide campaigns with the foundation they need to learn from, and that includes properly selected and themed keywords. In episode 123 of Inside Google Ads, Google Ads Coach Jyll Saskin Gales explains why keyword research is still your steering wheel for Google's most powerful AI features like Smart Bidding, Broad Match and AI Max for Search campaigns. She shares her 10-step process for effective keyword research, moving from initial customer data and keyword selection to ad group structure and analyzing the search terms report. You will learn how to protect your budget with negative keywords, how to use Keyword Planner correctly, and why you should avoid relying on AI tools like ChatGPT or Claude for your keyword lists. Key topics discussed include: Why keyword research is still vital for keywordless targeting.Jyll's 10-step process for effective keyword research.How to use Keyword Planner to find real search data.Strategies like non-brand competitor conquesting.Transitioning from exact match to broad match safely.How to align your paid and organic search strategies for better results.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=episode123 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=episode123 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=episode123 Read more about this topic on Jyll's Google Ads Blog How to Predict Your CPCs with Google Ads Keyword Planner https://learn.jyll.ca/blog/how-to-predict-your-cpcs-with-google-ads-keyword-planner?utm_source=podcast&utm_medium=referral&utm_campaign=episode123 When to use Keyword Planner, Performance Planner, Reach Planner in Google Ads https://learn.jyll.ca/blog/when-to-use-keyword-planner-performance-planner-reach-planner-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode123 How Many Keywords Should Be in One Google Ads Ad Group? https://learn.jyll.ca/blog/how-many-keywords-should-be-in-one-google-ads-ad-group?utm_source=podcast&utm_medium=referral&utm_campaign=episode123 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

    11 min

  4. May 28

    Should You Start On Maximize Conversions? Yes! Here's The Truth

    Should you wait to gather data before using Maximize Conversions bidding? In episode 122 of the Inside Google Ads podcast, host Jyll Saskin Gales provides a definitive answer: you can start your campaigns with Maximize Conversions bidding, even in brand new accounts. While many believe manual bidding is safer for new setups, Jyll explains how manual CPC and Maximize Clicks often result in low-quality traffic that only converts by accident. This episode explores how Google's AI uses millions of real-time signals to find the right users. even without a long history of data. Jyll also addresses the fear of high costs per click through specific case studies, demonstrating how a higher cost per click can actually lead to a lower cost per lead and much higher volume. The episode concludes with a few rare exceptions where you might choose a different path, and a technical breakdown of how budget limits work with maximize bidding strategies. Key topics discussed: - Why manual bidding strategies often focus on cheap clicks rather than business goals. - How smart bidding uses auction-time signals to find customers without historical data. - Case studies showing the shift from manual bidding to Maximize Conversions. - Why high CPCs are a feature of quality traffic and not a flaw. - Three specific exceptions when Maximize Conversions might not be the right choice. - Understanding why Maximize Conversions campaigns cannot be limited by budget. 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=episode122 Resources mentioned in this episode - Episode 114 - Learning periods https://jyll.ca/insidegoogleads/114?utm_source=podcast&utm_medium=referral&utm_campaign=episode122 - Episode 115 - Conversion actions https://jyll.ca/insidegoogleads/115?utm_source=podcast&utm_medium=referral&utm_campaign=episode122 - Episode 39 - Micro-conversions https://jyll.ca/insidegoogleads/39?utm_source=podcast&utm_medium=referral&utm_campaign=episode122 - Episode 40 - Optimizing Your Shopping Campaign https://jyll.ca/insidegoogleads/40?utm_source=podcast&utm_medium=referral&utm_campaign=episode122 - Hannah's story from The Insider newsletter: https://learn.jyll.ca/newsletters/the-insider/posts/broad-match-reset?utm_source=podcast&utm_medium=referral&utm_campaign=episode122 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=episode122 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=episode122 Read more about this topic on Jyll's Google Ads Blog - Should you use Maximize Conversions or Manual CPC bidding in Google Ads? https://learn.jyll.ca/blog/should-you-use-maximize-conversions-or-manual-cpc-bidding-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode122 - Maximize 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=episode122 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

    15 min

  5. May 21

    Google Marketing Live 2026 Recap & Analysis

    It's hours after #GML2026, and Inside Google Ads host Jyll Saskin Gales is reporting live from Google's headquarters in Mountain View, California with special guest Ginny Marvin, Ads Product Liaison at Google and host of the Ads Decoded podcast. In this special episode, Jyll and Ginny share the biggest news from Google Marketing Live 2026: what's changing in Google Ads, and what it means for your campaigns in 2026 and beyond. Be sure to tune in to the Marketing O'Clock podcast on Monday, May 25, 2026 as I'll be sitting down with the hosts of my favourite marketing podcast to get into the weeds on GML news! 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=episode121 42 new Lead Generation Google Ads product launches: https://business.google.com/us/accelerate/resources/articles/42-launches-redefining-lead-generation/ Journey Aware Bidding: 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=episode121 Attributed Branded Searches: https://learn.jyll.ca/blog/what-are-attributed-brand-searches-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode121 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=episode121 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=episode121 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

    28 min

  6. May 14

    Demand Gen vs Video Campaigns: Which Is Better?

    Google Ads is no longer just about search. While search ads are a marketer's dream, they rely on users actively typing queries. If you are already dominating your core keywords, adding more budget often just leads to higher costs rather than more growth. To break through this ceiling, you need a strategy that includes visual campaigns like Video and Demand Gen to reach potential customers who are not searching for you at this exact moment, but are still a potential fit for your business. In episode 120 of the Inside Google Ads podcast, Jyll Saskin Gales explains the fundamental differences between video campaigns and demand gen campaigns. You will learn how to navigate bidding strategies, targeting options, and creative formats to ensure you are using the right tool for your specific goals. Jyll also shares her three golden rules for setting up each campaign type and explains why your creative assets matter even more than your targeting settings. Whether you have a five dollar daily budget or are looking to scale a large brand, this guide helps you decide where to put your money for the best results. Key topics discussed in this episode: The difference between view-based bidding in Video and action-based bidding in Demand Gen.Why content targeting is a unique advantage of video campaigns.How to use image ads and carousels within Demand Gen to drive website traffic.Common setup mistakes to avoid for Demand Gen and Video campaigns.The specific metrics you should focus on to measure success for each campaign type. Why creative quality is the most important factor in visual campaign performance.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=episode120 Resources mentioned in this episode Inside Google Ads: Everything you need to know about Audience Targeting book https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode120Attributed Branded Searches article: https://learn.jyll.ca/blog/what-are-attributed-brand-searches-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode120The Insider newsletter issue about Demand Gen 5x5x5: https://learn.jyll.ca/newsletters/the-insider/posts/demand-gen-creative-ad-fatigue?utm_source=podcast&utm_medium=referral&utm_campaign=episode120RLSA article: https://learn.jyll.ca/blog/google-ads-rlsa-how-to-retarget-your-search-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode120Google 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=episode120 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=episode120 Read more about this topic on Jyll's Google Ads Blog - All About Demand Gen Campaigns in Google Ads https://learn.jyll.ca/blog/all-about-demand-gen-campaigns-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode120 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

    18 min

  7. May 7

    How to Know When to Increase Your Google Ads Budget

    Most people panic when they see a red warning in Google Ads, but it might actually be the best news you get today. In episode 119 of the Inside Google Ads podcast, host Jyll Saskin Gales explores a scenario that most advertisers dread: seeing the red "Limited by Budget" warning in their account. Using a real client case study as an example, she dives into why this status appears, how to distinguish between a helpful suggestion and a critical performance bottleneck, and the specific metrics you need to check before touching your daily spend. This episode provides a clear framework for deciding when to boost your budget, and when to fix the root cause of your performance issues first. Key topics discussed: Why the "Limited by Budget" warning can actually indicate a massive growth opportunity.The difference between the yellow recommendation warning and the red status warning.How to use Search Impression Share to identify untapped potential.The specific rules for evaluating Target CPA and ROAS.A step-by-step guide to scaling a budget safely without causing campaign performance to go wonky. 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=episode119 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=episode119 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=episode119 Read more about this topic on Jyll's Google Ads Blog 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=episode119 What 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=episode119 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=episode119 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 min

  8. Apr 30

    Double Your CTR! Every Google Ads Asset Explained

    If you're still running search ads with basic headlines and descriptions, you are firmly average. And in 2026, average just doesn't cut it anymore! In episode 118 of the Inside Google Ads podcast, Google Ads Coach Jyll Saskin Gales walks you through all 15 types of Google Ads assets (formerly known as Google Ads extensions) to help you increase your click-through rate and drive better results from Google Ads. From essential tools like sitelinks and callouts to little-known assets that can significantly boost performance, she provides a technical roadmap for both universal and industry-specific assets. She also addresses the critical "automated" side of assets, warning you to check your account-level settings to ensure Google isn't generating content that misaligns with your brand. Key topics discussed: The six essential assets that every type of business should implement.How sitelinks, callouts, and structured snippets enhance SERP real estate and relevance.The technical requirements for image assets and why they are often underutilized.Strategies for using lead forms, call assets, and message assets to capture customer data directly.Managing account-level automated assets and dynamic assets.The tactical use of campaign-level headline and description assets for short-term messaging and testing. Timestamps 01:18 - Sitelinks: Specific Website Links 03:02 - Callouts: Key Selling Points 04:16 - Structured Snippets: Categorized Lists 05:20 - Image Assets: Visual Search Aids 07:39 - Business Name & Logo: Verified Branding 09:58 - Call Assets: Direct Phone Contact 12:22 - Location Assets: Physical Store Details 13:50 - Lead Form Assets: In-Ad Contact Collection 14:53 - Price Assets: Product & Service Pricing 15:26 - Promotion Assets: Sales & Discounts 16:41 - App Assets: Mobile Download Links 17:41 - Message Assets: WhatsApp & Messenger Beta 18:40 - Headline & Description Assets: Campaign Level Messaging 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=episode118   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=episode118 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=episode118 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

    22 min
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Ratings & Reviews

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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