Inside Google Ads with Jyll Saskin Gales

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 2022
New Transparency Reports: How to use Search Term, Channel Performance, and Asset-level reports
Lead 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 customer
Bidding Foundations: The functional differences between Maximize Conversions and Target CPA
It'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 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=episode109

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=episode109

Check out more Inside Google Ads episodes about Performance Max
The 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=episode109
Is PMax the best or the worst campaign type in Google Ads? https://jyll.ca/insidegoogleads/87?utm_source=podcast&utm_medium=referral&utm_campaign=episode109
PMax vs. Shopping vs. Search: Which is best for ecommerce? https://jyll.ca/insidegoogleads/99?utm_source=podcast&utm_medium=referral&utm_campaign=episode109
What's the best structure for Performance Max campaigns? https://jyll.ca/insidegoogleads/90?utm_source=podcast&utm_medium=referral&utm_campaign=episode109

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

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=episode108

Key Topics Discussed:
The "Audit Phishing" scam: How hackers use fake account invitations to steal your MCC in seconds
Why "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 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=episode108

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=episode108

Read more about this topic on Jyll's Google Ads Blog
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=episode108

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

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 Vallaeys

Plus, 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 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=episode107

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=episode107

Read more about this topic on Jyll's Google Ads Blog
Google 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=episode107
The 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=episode107
Does 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=episode107
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

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 results
The difference between Reach metrics and Efficiency metrics, and which ones actually matter
How to handle sudden drops in Display, Video and Demand Gen campaigns without ruining your data
Strategies for managing seasonal slumps, like selling BBQ grills in the winter

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=episode106
 
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=episode106

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=episode106

Read more about this topic on Jyll's Google Ads Blog
How 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 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

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 PMax
How "Optimized Targeting" overrides your suggestions to find conversions
The role of Search Themes in PMax and how keyword prioritization works
Using the Insights tab and Search Terms Report to audit your targeting
What you should actually focus on to steer a PMax campaign
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=episode103

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=episode105

Inside Google Ads course
Join 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=episode105

Resources mentioned in this episode
Inside 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 Blog
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=episode105

Performance 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=episode105

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=episode105

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