Inside Google Ads with Jyll Saskin Gales

We often feel like Google Ads is trying to fight us. Whether it is limiting our budget, reach, or impressions, it can feel like the platform is holding back your performance. However, these constraints are actually the system telling you exactly what the trade-offs are to achieve the results you need.In episode 103, host Jyll Saskin Gales breaks down five of the big limitations you might see in your Google Ads account. She'll teach you how to identify if a warning is actually a problem for your specific strategy, or if it is something you can safely ignore. Jyll will also cover practical steps on how to fix the issues that are actually hindering your performance so you can get the most out of your ad spend.Key topics discussed in this episode:Limited by Budget: Understanding the difference between warnings, and how to manage spendLimited by Bid Strategy: Why bid limits might be defeating the purpose of your smart bidding strategyLimited by Search Volume: When to expand your keywords or location targeting, and when to stay nicheLimited by Policy: Navigating sensitive interest categories like employment or housing and using non-linear targetingLimited by Quality: Why "rarely shown due to low quality" is a major issue and how to improve ad relevance and expected CTRDo you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.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=episode103 Google Ads CoachingNeed 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=episode103Inside Google Ads courseJoin more than 400+ Google Ads practitioners in 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=episode103Resources mentioned in this episode- What is Non-linear targeting? https://learn.jyll.ca/blog/what-is-non-linear-targeting-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode103- The Insider newsletter: How to Improve Expected CTR https://learn.jyll.ca/newsletters/the-insider/posts/quality-score-expected-ctr?utm_source=podcast&utm_medium=referral&utm_campaign=episode103Read more about this topic on Jyll's Google Ads BlogIs Your Google Ads Campaign "Limited by Search Volume"?  https://learn.jyll.ca/blog/is-your-google-ads-campaign-limited-by-search-volume?utm_source=podcast&utm_medium=referral&utm_campaign=episode103What does Eligible (Limited) Bid Strategy mean in Google Ads? https://learn.jyll.ca/blog/what-does-eligible-limited-bid-strategy-mean-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode103What 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=episode103Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

Is remarketing dead? Not exactly, but the old way of chasing users around the internet with low-quality banner ads certainly is. Relying on standard display campaigns for retargeting is way less effective than it used to be. In episode 102 of the Inside Google Ads podcast, host Jyll Saskin Gales explains why (and how) you need to pivot toward in-platform remarketing and first-party data to get better results.She answers three listener questions that cover the essentials of your modern remarketing strategy. We discuss why you should likely ditch Display for Demand Gen, how Google actually prioritizes who sees your ads, and what to do when you see that "too small to serve" error in Audience Manager. Whether you are running B2B lead gen or high-volume ecommerce campaigns, this episode breaks down how to leverage Google's owned properties - like YouTube, Gmail, and Discover - to reconnect with your most valuable prospects.Key Topics Discussed:Why Display campaigns are often ineffective for remarketing and what to use insteadThe power of "In-Platform" audiences: Google-engaged audiences and YouTube remarketingHow to use Customer Match to inform Smart Bidding, even if you can't target the list directlyUnderstanding RLSA (Remarketing Lists for Search Ads) to improve ROAS and CPAHow Google's algorithm prioritizes users in your remarketing lists based on intent, not timeTroubleshooting the "Too Small to Serve" error and understanding active matched recordsDo you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.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=episode102 Google Ads CoachingNeed 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=episode102Inside Google Ads courseJoin more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode102Resources mentioned in this episodeGoogle-Engaged Audience: Worry-Free Remarketing, Or A Waste Of Money? [Search Engine Journal] https://www.searchenginejournal.com/google-engaged-audience-worry-free-remarketing-or-a-waste-of-money/561628/Read more about this topic on Jyll's Google Ads BlogShould you upload your customer list in Google Ads? (Customer Match) https://learn.jyll.ca/blog/should-you-upload-your-customer-list-in-google-ads-customer-match?utm_source=podcast&utm_medium=referral&utm_campaign=episode102Google Ads Remarketing: The Ultimate Guide to Retargeting https://learn.jyll.ca/blog/google-ads-remarketing-the-ultimate-guide-to-retargeting?utm_source=podcast&utm_medium=referral&utm_campaign=episode102Google 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=episode102Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

Google Ads released over 100 new features in the last year, but do you know which ones actually matter for your business? In episode 101 of the Inside Google Ads podcast, host Jyll Saskin Gales reveals the most impactful changes from the past year so you can build a winning Google Ads strategy for 2026 and beyond.While Google loves to promote its shiny new AI tools, the reality is that Search remains the bread and butter for most advertisers. Jyll will discuss why you need to nail your foundation in Search and Shopping before expanding into other formats. She'll also do a deep dive into the major evolution of Performance Max, which has finally shed its "black box" reputation, and why she's incredibly bullish on Demand Gen for both lead generation and ecommerce. Plus, Jyll shares her honest, unfiltered thoughts on the new "agentic" AI Advisors and why you should treat them with extreme caution.In this episode, you’ll learn:Why you should keep Search Partners turned off for Search and Shopping campaigns.The specific Merchant Center updates that matter more than Google Ads tweaks.How to bid correctly when starting out with Demand Gen.The massive reporting improvements that make Performance Max easier to manage.Why the new Ads Advisor and Analytics Advisor tools aren't ready to run your account yet.and more. Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.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=episode101 Google Ads CoachingNeed 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=episode101Inside Google Ads courseJoin more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode101Resources mentioned in this episodeInside Google Ads episode 70: Demand Gen for lead generation https://jyll.ca/insidegoogleads/70?utm_source=podcast&utm_medium=referral&utm_campaign=episode101Melissa Mackey on PPC Zone: Using YouTube to boost B2B paid search performance https://www.youtube.com/watch?v=2kIzGt8FCMwGoogle Ads Advisor: Awesome or Awful? https://www.youtube.com/watch?v=aBEmKqpFMdkPPC Zone podcast: https://ppc.zone?utm_source=podcast&utm_medium=referral&utm_campaign=episode101Read more about this topic on Jyll's Google Ads BlogWhat are Attributed Branded Searches conversions in Google Ads? https://learn.jyll.ca/blog/what-are-attributed-brand-searches-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode101Google Ads Performance Max: Is it worth it? https://learn.jyll.ca/blog/google-ads-performance-max-is-it-worth-it?utm_source=podcast&utm_medium=referral&utm_campaign=episode101PMax 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=episode101Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

Can you really score high-quality leads on just $20 a day with Google Ads? Yes, if you know how! Discover a fascinating transformation through a case study where poor pre-audit metrics turned into impressive results. A 12-step strategy reveals the importance of effective keyword choices, bid adjustments, and fixing conversion tracking to stop chasing vanity metrics. Learn the three essential requirements for success and how to identify red flags in your strategy. It’s a game-changer for small budgets in the right industries!

Performance Max, Standard Shopping, or Search? If you're running an ecommerce business, you have likely stared at your screen wondering which Google Ads campaign type will actually drive sales without wasting your budget. In episode 99 of the Inside Google Ads podcast, host Jyll Saskin Gales answers your most common questions about how to choose the right campaign for your products.She discusses why the newest AI features aren't always the best place to start, especially if you are working with a limited daily budget or a new Merchant Center feed. Jyll breaks down exactly when it makes sense to graduate from Standard Shopping to Performance Max, and why "boring" Shopping campaigns often outperform Search campaigns for retail businesses. Plus, she explains the dangers of running all three campaign types simultaneously and how to stop them from stealing traffic from one another.In this episode, we'll cover:The specific budget and sales volume thresholds you need to hit before launching a PMax campaignWhy Standard Shopping is usually the best starting point for validating your conversion tracking and feedThe pros and cons of Google Search versus Google Shopping for e-commerce productsHow to handle campaign overlap so you aren't competing against yourselfPlus, stay tuned until the end of the episode for a new Insider Challenge to solve!Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.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=episode99 Google Ads CoachingNeed some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode99Inside Google Ads courseJoin more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode99Resources mentioned in this episodeInside Google Ads episode 39: Micro-conversions https://jyll.ca/insidegoogleads/39?utm_source=podcast&utm_medium=referral&utm_campaign=episode99Read more about this topic on Jyll's Google Ads BlogWhich bid strategy should you use in Google Shopping campaigns? https://learn.jyll.ca/blog/should-you-use-manual-or-automated-bidding-in-google-shopping-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode99How to Optimize Your Google Shopping Feed for Better Results https://learn.jyll.ca/blog/how-to-optimize-your-google-shopping-feed-for-better-results?utm_source=podcast&utm_medium=referral&utm_campaign=episode99Performance Max vs. Standard Shopping: Which is better for ecommerce? https://learn.jyll.ca/blog/performance-max-vs-standard-shopping-which-is-better-for-ecommerce?utm_source=podcast&utm_medium=referral&utm_campaign=episode99Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

Building awareness with Google Ads requires a completely different mindset, and toolset, than driving conversions. In Episode 98 of the Inside Google Ads podcast, Google Ads coach Jyll Saskin Gales dives deep into the specific strategies that help new audiences discover your brand. We cover bidding, targeting and creative tactics for brand awareness, and what campaign types you should and shouldn't use.Key topics discussed:The difference between bidding for reach versus bidding for engagementWhy "Maximize Clicks" might be the best awareness strategy for Demand GenWhy keyword-based audiences don't work on Display campaigns, and what to use insteadLookalikes: worth your money?The ABCD framework for high-performing YouTube ad creativeHow to genuinely measure the success of an awareness campaignPlus, stay tuned until the end of the episode for a new Insider Challenge to solve!Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.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=episode98 Google Ads CoachingNeed some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode98Inside Google Ads courseJoin more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode98Resources mentioned in this episode- Inside Google Ads episode 77: All 12 Google Ads bid strategies EXPLAINED! https://jyll.ca/insidegoogleads/77?utm_source=podcast&utm_medium=referral&utm_campaign=episode98- Inside Google Ads episode 78: 3 strategies to promote your YouTube video with Google Ads https://jyll.ca/insidegoogleads/78?utm_source=podcast&utm_medium=referral&utm_campaign=episode98Read more about this topic on Jyll's Google Ads BlogYouTube In-Feed Ads: A Complete Guide for Beginners https://learn.jyll.ca/blog/youtube-in-feed-ads-a-complete-guide-for-beginners?utm_source=podcast&utm_medium=referral&utm_campaign=episode98Where can you use custom segments in Google Ads? https://learn.jyll.ca/blog/where-can-you-use-custom-segments-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode98The Ultimate Guide to Google Ads Bid Strategies https://learn.jyll.ca/blog/the-ultimate-guide-to-google-ads-bid-strategies?utm_source=podcast&utm_medium=referral&utm_campaign=episode98Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

Dive into the most common pitfalls of managing Google Ads! Discover the silent killer that ruins campaigns—conversion tracking errors. Learn the importance of segmenting by user intent and the difference between keywords and search terms. Find out why blindly trusting Google's data is risky and the critical role of Quality Score in influencing ad performance. Jyll emphasizes that scaling isn't just about upping your budget, and setting realistic expectations is key. Tune in for insights to safeguard your advertising success!

Jyll Saskin Gales, a seasoned Google Ads coach and educator, joins Fred Vallaeys to explore the evolving landscape of PPC. They discuss the shift from tight control to strategic guidance in automation and smart bidding, highlighting the importance of setting conversion goals over micromanaging every detail. Jyll reveals how optimizing Performance Max campaigns hinges on three key levers: conversion settings, bid strategy, and creative assets. Plus, she shares pitfalls of manual bidding and the value of audience signals, emphasizing the significance of micro-conversions for low-volume accounts.

Stop thinking of search and audiences as separate things! In episode 95, Google Ads Coach Jyll Saskin Gales dives into the powerful and often-overlooked connection between search and audiences in Google Ads. She answers three critical listener questions, providing practical strategies for leveraging this synergy.Key Topics Discussed:How and why you should layer complementary audiences onto Search campaignsHow to turn search insights into audience targeting The true benefits of uploading your customer listNew ways to glean audience insights for campaign optimization ideasPlus, stay tuned until the end of the episode for a new Insider Challenge to solve!Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.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=episode94 Google Ads CoachingNeed some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Inside Google Ads courseJoin more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode95Resources mentioned in this episodeJyll's SimilarWeb sponsored YouTube video https://www.youtube.com/watch?v=ETbr96HojtIJyll's HeroConf San Diego 2025 talk https://youtu.be/UVDwfV7eAWQInside Google Ads book about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Google Trends https://trends.google.comRelated Inside Google Ads podcast episodesEpisode 92: Audiences Masterclass https://jyll.ca/insidegoogleads/92?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Episode 63: Custom segments https://jyll.ca/insidegoogleads/63?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Episode 51: Customer Match https://jyll.ca/insidegoogleads/51?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Episode 24: Audience Layering https://jyll.ca/insidegoogleads/24?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Read more about this topic on Jyll's Google Ads BlogGoogle-Engaged Audiences: Your Secret Weapon for Google Ads Remarketing https://learn.jyll.ca/blog/google-engaged-audiences-your-secret-weapon-for-google-ads-remarketing?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Google 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=episode95Does Audience Targeting Really Matter in Search and Shopping Campaigns? https://learn.jyll.ca/blog/does-audience-targeting-really-matter-in-search-and-shopping-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode95Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro

We've all been there: staring at our Google Ads account and thinking, "Is Google completely stupid?" As someone who used to work at Google, and sees hundreds of ad accounts each year, host Jyll Saskin Gales offers a fresh perspective on those frustrating moments.This may not be the episode you WANT to hear, but it's the episode you NEED to hear. Jyll shares two recent, real-world examples that illustrate why shifting your mindset from "Google is stupid" to "Why is Google doing this?" can make you a more effective advertiser and drive better results.Topics discussed include:Why an ad that misses the mark on a specific query match can still be served to the perfect userThe difference between keyword-based thinking and user-based thinking in modern Google AdsA case study of a Google Ads campaign with a 536% conversion rate and what it reveals about bad adviceThe critical issues with poor conversion tracking and vanity conversion actions like page views and scrollsThe problematic incentives and limited training given to some Google account representativesThe value of pausing and considering Google's perspective to improve your ad strategyPlus, stay tuned until the end of the episode for a new Insider Challenge to solve!Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.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=episode94 Google Ads CoachingNeed some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode94Inside Google Ads courseJoin more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode94Resources mentioned in this episodeMartin's LinkedIn post: https://www.linkedin.com/posts/martin-sandgaard_this-is-why-you-dont-enable-ai-max-on-your-activity-7386659929161469952-bATBAccount Audit LinkedIn post: https://www.linkedin.com/posts/jyllsaskingales_i-just-opened-up-this-google-ads-account-activity-7387163678070009856-spwyRead more about this topic on Jyll's Google Ads BlogAI Max for Search Campaigns: What you need to know about "Search Max" https://learn.jyll.ca/blog/ai-max-for-search-campaigns-what-you-need-to-know-about-search-max?utm_source=podcast&utm_medium=referral&utm_campaign=episode94The Future of Google Ads: PMax, AI Max and Broad Match https://learn.jyll.ca/blog/ai-max-broad-match-demystifying-google-ads-automation?utm_source=podcast&utm_medium=referral&utm_campaign=episode94Wait, That Google Ads Email is Legit?! Understanding Google's "Extended Workforce" @xwf.google.com https://learn.jyll.ca/blog/wait-that-google-ads-email-is-legit-understanding-google-s-extended-workforce-xwf-google-com?utm_source=podcast&utm_medium=referral&utm_campaign=episode94Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro