Inside Google Ads with Jyll Saskin Gales

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

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

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

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

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