BusinessMarketingManagement

Inside Google Ads with Jyll Saskin Gales

Jyll Saskin Gales

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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S3 · E134
Thursday · 12 min
Stop Paying $100 Per Click: The Google Ads Strategy You're Missing
Are you tired of the same old recycled Google ads tips, tricks and "hacks"? Get ready for something new! In episode 135, host Jyll Saskin Gales shares a fresh perspective on a Google Ads strategy that works well for sensitive interest categories, highly competitive industries, tiny B2B niches, and more. It's called non-linear targeting, and it may be just what you need if your Google Ads have "stopped working" and you're not sure what to try next. Key Topics Discussed: Why traditional linear search strategies are becoming too expensive and restrictive for many advertisers What non-linear targeting is and which businesses benefit from it most How to define your scope by distinguishing between who needs your product and your ideal customer Brainstorming adjacent audience segments across detailed demographics, affinities, and in-market options Using ad creative to qualify ideal prospects while repelling non-ideal leads Real-world non-linear targeting examples across healthcare, retail, financial services, and real estate This episode is based on Jyll's recent article for Search Engine Journal called "The Scenic Route To ROI: Mastering Non-Linear Targeting In Google Ads." You can read the article here: https://www.searchenginejournal.com/the-scenic-route-to-roi-mastering-non-linear-targeting-in-google-ads/581784/ 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=episode135 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=episode135 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=episode135 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
- Transcript
S3 · E134
August 20 · 37 min
Google Ads Has Changed. Have You?!?
2016 may be trending on social media, but it has no place in your Google Ads strategy! In special episode 134, Google Ads Coach Jyll Saskin Gales sits down with conversion optimization expert and Heart Before Cart podcast host Talia Wolf to discuss how Google Ads has shifted, and what it really takes to succeed today. We break down how to give AI algorithms the right signals, starting with a rock-solid conversion tracking foundation, why so many ads sound identical, and how you can "TikTokify" your headlines to grab attention in search results. Plus, we discuss why your landing page, offer, and post-click sales experience matter just as much as your campaigns. Key Topics Discussed: Why fighting Google Ads automation fails and how to guide AI effectively Jyll's 3Cs framework: Conversion tracking, Customer data, and Creative strategy How to TikTokify text ad headlines to stand out in crowded search results Finding true customer motivations beyond simply competing on price The core mechanics of Ad Rank and how ad quality reduces your cost per click Why PPC, conversion optimization, and sales teams must align for success 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=episode134 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=episode134 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=episode134 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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S3 · E133
August 13 · 14 min
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 signals Whether or not to keep brand searches in PMax, and what it depends on The one essential tool you need before running lead generation campaigns in PMax How to think about product duplication across PMax and Standard Shopping When to actually add negative keywords or adjust your headlines, descriptions and images 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=episode133 Resources mentioned in this episode: All about Offline Conversion Tracking: https://www.youtube.com/watch?v=ROs6o7Lllu4 Episode 109 - How to Optimize PMax: https://youtu.be/lg9ixk2KOWQ 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=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
- Transcript
S3 · E132
August 6 · 9 min
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=episode132 Kuda 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=episode132 Google 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
- Transcript
S3 · E131
July 30 · 38 min
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
- Transcript
S3 · E130
July 23 · 6 min
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 campaigns The difference between the red "limited by budget" warning and the yellow recommendation Why some advertisers see an anecdotal performance "overshoot" in budget-limited campaigns Practical solutions for accounts that are chronically limited by budget How to use maximize bid strategies as an alternative to target-based bidding 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=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
- Transcript
S3 · E129
July 16 · 15 min
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
- Transcript
S3 · E128
July 9 · 6 min
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=episode128 Episode 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=episode128 The 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=episode128 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=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
- Transcript
S3 · E127
July 2 · 18 min
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=episode127 Fred Vallaeys' latest book, the AI-Amplified Marketer: https://aiamplifiedmarketer.com Jyll 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=episode127 Start 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
- Transcript
S3 · E126
June 25 · 15 min
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=episode126 Google 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=episode126 Google 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=episode126 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
- Transcript
S3 · E125
June 18 · 15 min
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 algorithms The account requirements for Customer Match and why you should upload your list anyway How to use Customer Match for audience targeting and exclusions in search, shopping, and video campaigns Implementing customer lifecycle goals and the 1% rule for medium to large advertisers Step-by-step instructions for manual uploads, CRM integrations, and monitoring your match rate Essential compliance requirements, including user consent and navigating sensitive interest categories 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=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=episode125 Inside Google Ads Episode 118: Assets Explained https://jyll.ca/insidegoogleads/118?utm_source=podcast&utm_medium=referral&utm_campaign=episode125 Inside Google Ads Episode 112: Sensitive Categories https://jyll.ca/insidegoogleads/112?utm_source=podcast&utm_medium=referral&utm_campaign=episode125 Google 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=episode125 Google 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
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S3 · E124
June 11 · 6 min
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
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S3 · E123
June 4 · 10 min
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
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S3 · E122
May 28 · 15 min
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
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S3 · E121
May 21 · 27 min
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
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S3 · E120
May 14 · 17 min
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=episode120 Attributed Branded Searches article: https://learn.jyll.ca/blog/what-are-attributed-brand-searches-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode120 The 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=episode120 RLSA article: https://learn.jyll.ca/blog/google-ads-rlsa-how-to-retarget-your-search-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode120 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=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
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S3 · E119
May 7 · 5 min
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
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S3 · E118
April 30 · 21 min
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
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S3 · E117
April 23 · 9 min
Are Google Ads Certifications Actually Worth It in 2026?
Are the official Google Ads certifications actually worth anything in 2026? In episode 117 of the Inside Google Ads podcast, host Jyll Saskin Gales tackles this question that every digital marketer has asked themselves at least once. After recently renewing her own certifications to maintain Google Partner status, Jyll reveals the frustrating reality of Skillshop’s current state. From out-of-date questions featuring retired campaign types to assessments that favor rote memorization over actual tactical skill, she pulls back the curtain on why these "official" badges often fall short of proving real-world expertise. She then introduces an unconventional initiative that real Google Ads practitioners will appreciate: her very own "Jyll's Completely Unofficial Google Ads Certification." She explains the philosophy behind this unauthorized alternative - designed to test practitioner skills in bidding, targeting, and creative, rather than just the ability to read a manual. Jyll concludes with sharing additional resources to assist with your Google Ads training and development. Key topics discussed: The pros and cons of the official Google Skillshop certifications in 2026. Who should take the Google Ads certifications, and who should skip them. Introducing Jyll’s Completely Unofficial Google Ads Certification, and why it became a LinkedIn sensation. A sneak peek at the assessment areas: Bidding, Targeting, and Creative & Formats. Free and paid Google Ads training alternatives for practitioners who want hands-on-keyboard experience over paper credentials. Test your skills with Jyll's Completely Unofficial Google Ads Certification at https://learn.jyll.ca/unofficial?utm_source=podcast&utm_medium=referral&utm_campaign=episode117 *Note that this is completely unauthorized, has no affiliation with Google or Skillshop, and is for entertainment purposes only 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=episode117 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=episode117 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=episode117 Read more about this topic on Jyll's Google Ads Blog Google Ads Certifications: Are They Worth It? https://learn.jyll.ca/blog/google-ads-certifications-are-they-worth-it?utm_source=podcast&utm_medium=referral&utm_campaign=episode117 Is Google Partner Status Worth It? A Google Ads Expert Weighs In https://learn.jyll.ca/blog/is-google-partner-status-worth-it-a-google-ads-expert-weighs-in?utm_source=podcast&utm_medium=referral&utm_campaign=episode117 Can Google Ads Certifications Get You a Job? https://learn.jyll.ca/blog/can-google-ads-certifications-get-you-a-job?utm_source=podcast&utm_medium=referral&utm_campaign=episode117 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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S3 · E116
April 16 · 6 min
The "Slept On" Strategy to Scale Google Ads in 2026
Stop fighting for the same tiny audience as your competitors. If you've been running Google Ads for a while, you might notice that the old-school tactics of hyper-specific targeting are not performing like they used to. In episode 116 of the Inside Google Ads podcast, host Jyll Saskin Gales shares a story from one of her Google Ads coaching clients. She took her client's "upside down" strategy and flipped it for better results. Find out how you can, too, in this short & sweet but action-packed episode. Key topics discussed: The potential risks of narrow targeting and generic messaging. How to find valuable audience insights within your own customer segments in Google Ads. Shifting from keyword-led to creative-led targeting strategies. Why your biggest competitor might not be who you think it is. Practical steps to use ad copy as a filter for broad audiences. 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=episode116 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=episode116 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=episode116 Read more about this topic on Jyll's Google Ads Blog Is Demand Gen Good for Leads? How 3 Businesses Found Success https://learn.jyll.ca/blog/is-demand-gen-good-for-leads-how-3-businesses-found-success?utm_source=podcast&utm_medium=referral&utm_campaign=episode116 Google Ads Audience Targeting: A Comprehensive Guide to Reaching Your Ideal Customer https://learn.jyll.ca/blog/google-ads-audience-targeting-a-comprehensive-guide-to-reaching-your-ideal-customer?utm_source=podcast&utm_medium=referral&utm_campaign=episode116 The Art and Science of Google Ads: Becoming an Expert https://learn.jyll.ca/blog/the-art-and-science-of-google-ads-becoming-an-expert?utm_source=podcast&utm_medium=referral&utm_campaign=episode116 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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