Inside Google Ads with Jyll Saskin Gales

The "learning period" is often treated like a ghost story in the world of Google Ads - something to be feared, to avoid at all costs. In episode 114 of the Inside Google Ads podcast, Google Ads Coach Jyll Saskin Gales aims to calm your anxiety, and bring some much needed TRUTH to all the learning myths out there. By diving into the technical reality of how Google's machine learning models actually process your data, Jyll explains why your campaigns are in a constant state of evolution rather than a fixed "on or off" learning switch.You will learn why moving assets or making modest budget tweaks won't break your performance, and what actually happens under the hood when you change a bid strategy. Jyll also tackles the "magic conversion number" debate, comparing Google’s minimum requirements with industry benchmarks to help you find the sweet spot for statistical consistency.Key topics discussed:Why Google’s models are semantic-based and what that means for your ad groups.A definitive cheat sheet on what does and does not trigger a full relearning phase.Exploring the "30 conversions in 30 days" rule and finding your data density goal.How conversion lag and business cycles dictate the actual speed of AI learning.The strategic advantage of starting campaigns on Maximize Conversions from day one.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=episode114 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=episode114Inside Google Ads courseJoin 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=episode114Read more about this topic on Jyll's Google Ads BlogShould you start a Google Ads campaign on Maximize Conversions or Maximize Clicks? https://learn.jyll.ca/blog/should-you-start-a-google-ads-campaign-on-maximize-conversions-or-maximize-clicks?utm_source=podcast&utm_medium=referral&utm_campaign=episode114How Does the Google Ads Algorithm Actually Work? (And Why You Should Stop Fighting It) https://learn.jyll.ca/blog/how-does-the-google-ads-algorithm-actually-work-and-why-you-should-stop-fighting-it?utm_source=podcast&utm_medium=referral&utm_campaign=episode114Should 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=episode114Follow 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

Should you be paying for ads when people are already searching for your business by name? This "brand tax" is one of the most debated topics in the Google Ads community, but the decision should be based on data, not a gut feeling. In episode 113 of the Inside Google Ads podcast, #1 Most Influential PPC Expert Jyll Saskin Gales dives into the branded search debate to help you determine if those clicks are actually incremental or if you are simply paying for traffic you would have received anyway.Key topics discussed:How to use Auction Insights to decide if bidding on your brand is necessaryWhy keeping brand terms in PMax can be the best move for new campaignsWhen to separate branded search and shopping into their own campaigns vs. keeping them in Performance MaxChoosing the right bid strategy for your branded campaignsWhy shifting from Manual CPC to Target ROAS or Target CPA can improve the quality of your branded trafficHow to handle "brand vs. competitor" search queries and the legality of using competitor names in your copyYou 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=episode113 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=episode113Inside Google Ads courseJoin 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=episode113Read more about this topic on Jyll's Google Ads BlogDo you need a Brand campaign in Google Ads? https://learn.jyll.ca/blog/do-you-need-a-brand-campaign-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode113Should You Use Manual Bidding for Brand Campaigns in Google Ads? https://learn.jyll.ca/blog/should-you-use-manual-bidding-for-brand-campaigns-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode113Should You Exclude Your Brand Name from Google Ads Search Campaigns? https://learn.jyll.ca/blog/should-you-exclude-your-brand-name-from-google-ads-search-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode113Follow 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

Learn how advertisers in healthcare, finance, legal and real estate can turn restrictions into advantages. Hear three tactical approaches: widen reach with Broad Match and Demand Gen, find customers before intent spikes, and let creative act as your main filter. Discover why offline conversion tracking is the essential foundation for success.

A troubleshooting story about why a Google Ads campaign had zero conversions. Quick audits of tracking, traffic sources, and bidding reveal surprising culprits like Search Partners and click-focused bids. The conversation also examines YouTube view-through rate benchmarks, placement and demographic checks, and practical fixes to steer campaigns toward quality signals.

Full-funnel conversion tracking and CRM-connected MQL/SQL optimization are presented as non-negotiable foundations. A “day in the life” buyer profiling exercise replaces job-title guessing. Strategic use of Demand Gen and video creates a halo that can cut search CPL. Broad match with smart bidding finds rare high-value searches. Intentional friction in creative and pages filters out low-value leads.

Performance Max is no longer the "black box" it used to be; it's now a "clear box" offering full transparency. So how do you USE that transparency to optimize your Performance Max campaign? In special episode 109, Inside Google Ads host Jyll Saskin Gales shares an exclusive excerpt from her SMX Master Class, "Google Ads Beyond Search." You'll learn how to interpret the latest reporting features - including search term reports, channel performance, and asset-level data - to understand exactly where your budget is going and how to steer it.Key Topics Discussed:The "Clear Box" Evolution: Understanding the shift in how PMax works today vs 2022New Transparency Reports: How to use Search Term, Channel Performance, and Asset-level reportsLead Gen vs. E-commerce: Nuances for optimizing by business type Creative as Targeting: Using images, video, and copy to guide the algorithm to your ideal customerBidding Foundations: The functional differences between Maximize Conversions and Target CPAIt's not too late to join Jyll's SMX Master Class! Use code JyllVIP for 15% off at https://events.searchengineland.com/smx-master-classes-april-2026/?ref=jyll 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=episode109 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=episode109Inside Google Ads courseJoin 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=episode109Check out more Inside Google Ads episodes about Performance MaxThe PMax Lie: Why Audience Signals & Search Themes Feel Like Control (But Aren't) https://jyll.ca/insidegoogleads/105?utm_source=podcast&utm_medium=referral&utm_campaign=episode109Is PMax the best or the worst campaign type in Google Ads? https://jyll.ca/insidegoogleads/87?utm_source=podcast&utm_medium=referral&utm_campaign=episode109PMax vs. Shopping vs. Search: Which is best for ecommerce? https://jyll.ca/insidegoogleads/99?utm_source=podcast&utm_medium=referral&utm_campaign=episode109What's the best structure for Performance Max campaigns? https://jyll.ca/insidegoogleads/90?utm_source=podcast&utm_medium=referral&utm_campaign=episode109Follow 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

Imagine waking up to find your entire agency’s Google Ads Manager account has been compromised. In just minutes, hackers can remove your employees, lock out your clients, and rack up hundreds of thousands of dollars in fraudulent spend. In this urgent episode of Inside Google Ads, host Jyll Saskin Gales pulls back the curtain on the sophisticated phishing tactics currently targeting agencies and high-level practitioners.We move beyond the basic advice of "use a strong password" to break down how hackers are bypassing two-factor authentication and using "shell" login pages to steal access in real-time. Jyll shares harrowing stories from industry veterans and provides a step-by-step safety playbook that Google hasn't provided. You’ll learn the only 100% safe way to log into your account, how to properly grant access to others, and exactly what to do if the worst-case scenario happens to you. This is a must-listen for anyone managing Google Ads at scale.Please note: if your account has been hacked, there is nothing that Jyll can do to help your specific situation. Everything she can offer you right now is in this episode, and she will keep this article updated with new tips, warnings and security suggestions going forward: https://learn.jyll.ca/blog/how-to-protect-your-google-ads-account-and-what-to-do-if-you-get-hacked?utm_source=podcast&utm_medium=referral&utm_campaign=episode108Key Topics Discussed:The "Audit Phishing" scam: How hackers use fake account invitations to steal your MCC in secondsWhy "Allowed Domains" and two-factor authentication aren't enough to stop modern attacks.The "Safe Login" Method: The only way you should ever access your Google Ads account from now on.Critical steps to take if you are hacked, from persistent support contact to billing protection.Why client-owned accounts and regular session logouts are essential for agency security.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=episode108 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=episode108Inside Google Ads courseJoin 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=episode108Read more about this topic on Jyll's Google Ads Bloghttps://learn.jyll.ca/blog/how-to-protect-your-google-ads-account-and-what-to-do-if-you-get-hacked?utm_source=podcast&utm_medium=referral&utm_campaign=episode108Follow 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

There are naysayers who claim Google Ads Quality Score is just a diagnostic tool and doesn't matter. They're wrong. In episode 107 of the Inside Google Ads podcast, host Jyll Saskin Gales walks you through exactly how to find your Quality Score, how to interpret the data, and most importantly, how to improve the three core components that define it. Plus, she's briefly joined by a very special guest, Fred Vallaeys, CEO of Optmyzr one of the original Google employees who built AdWords, to settle the debate on whether Quality Score is just a vanity metric or a crucial performance lever.Topics covered include:The difference between Quality Score, Optimization Score, and Ad Strength.Why Ad Rank is a function of both price and quality.How to audit Ad Relevance, Landing Page Experience, and Expected CTR.Specific strategies to fix ""below average"" ratings in your account.Fact check from the Google Ads Help Center and from Fred VallaeysPlus, stay tuned until the end of the episode for a new Insider Challenge to solve!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=episode107 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=episode107Inside Google Ads courseJoin 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=episode107Read more about this topic on Jyll's Google Ads BlogGoogle Ads Quality Score & Ad Strength Explained by an Ex-Googler https://learn.jyll.ca/blog/google-ads-quality-score-ad-strength-explained-by-an-ex-googler?utm_source=podcast&utm_medium=referral&utm_campaign=episode107The Ultimate Guide to Google Ads Quality Score https://learn.jyll.ca/blog/the-ultimate-guide-to-google-ads-quality-score?utm_source=podcast&utm_medium=referral&utm_campaign=episode107Does Quality Score matter in Google Ads? https://learn.jyll.ca/blog/does-quality-score-matter-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode107Follow 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 your Google Ads performance actually plummeting, or is it just an unlucky Tuesday? We all know that sinking feeling when you log into your account and see red arrows pointing down next to your conversions or ROAS. It is easy to panic, but reacting too quickly can often do more harm than good.In episode 106 of the Inside Google Ads podcast, Google Ads Coach Jyll Saskin Gales helps you distinguish between a genuine campaign crisis and standard performance fluctuations. She answers three listener questions that cover the spectrum of performance anxiety, from how often beginners should check their accounts to managing volatility in Demand Gen, Video and Display campaigns. She also gives some tough love that all seasonal business owners need to hear.Topics covered in this episode include:Why checking your campaign performance daily is a bad habit that hurts resultsThe difference between Reach metrics and Efficiency metrics, and which ones actually matterHow to handle sudden drops in Display, Video and Demand Gen campaigns without ruining your dataStrategies for managing seasonal slumps, like selling BBQ grills in the winterDo 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=episode106 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=episode106Inside Google Ads courseJoin 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=episode106Read more about this topic on Jyll's Google Ads BlogHow Does the Google Ads Algorithm Actually Work? (And Why You Should Stop Fighting It) https://learn.jyll.ca/blog/how-does-the-google-ads-algorithm-actually-work-and-why-you-should-stop-fighting-it?utm_source=podcast&utm_medium=referral&utm_campaign=episode106 Why You're Losing Money on Ads (And How to Fix It) https://learn.jyll.ca/blog/why-your-service-business-is-losing-money-on-ads-and-how-to-fix-it?utm_source=podcast&utm_medium=referral&utm_campaign=episode106 Conquering Google Ads with a Low Budget: 12 Tips for Small Businesses https://learn.jyll.ca/blog/conquering-google-ads-with-a-low-budget-12-tips-for-small-businesses?utm_source=podcast&utm_medium=referral&utm_campaign=episode106 Follow 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

Are your Performance Max audience signals and search themes actually doing anything, or are they just a placebo designed to make you feel like you have control? In episode 105 of the Inside Google Ads podcast, host Jyll Saskin Gales uncovers the mechanics of Performance Max audience signals and search themes. She explains whether these inputs influence your campaign at all, the difference between true targeting and "optimized targeting," how to know if your "suggestions" are actually being used by AI, and what the REAL levers are to control who sees your ads.Topics covered in this episode:The difference between Audience Signals and actual targeting in PMaxHow "Optimized Targeting" overrides your suggestions to find conversionsThe role of Search Themes in PMax and how keyword prioritization worksUsing the Insights tab and Search Terms Report to audit your targetingWhat you should actually focus on to steer a PMax campaignDo 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=episode105Inside 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=episode105Resources mentioned in this episodeInside Google Ads: Everything you need to know about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode105 Read more about this topic on Jyll's Google Ads BlogPMax 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=episode105Performance 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=episode105Google 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=episode105 Follow 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