Inside Google Ads with Jyll Saskin Gales

Should you let Claude run your Google Ads? No. Wait... let me think about that... NO! Generative AI chatbots might be helpful for drafting emails or analyzing reports, but using them for Google Ads strategic decisions can quickly lead to costly mistakes. In episode 139 of Inside Google Ads, host Jyll Saskin Gales shares a real story of a Google Ads coaching client who followed advice from Claude to switch his bidding strategy. While the AI advice sounded logical on the surface, applying it without understanding the account context created skyrocketing ad spend and declining conversions.

Jyll breaks down the specific technical reasons why the AI recommendation failed, including conversion data thresholds, efficiency models, and broken CRM value tracking. It's an important cautionary tale for anyone asking Claude or ChatGPT or Gemini to "audit your account" or "optimize your performance."

Key topics discussed:
Why AI chatbots make risky Google Ads consultants
A real case study of a bid strategy change recommended by Claude
Low conversion volume and why value-based bidding failed
How maximize bid strategies differ from target efficiency models
The danger of using dynamic bidding with incomplete CRM conversion tracking
Why AI tools give confident answers even when they lack critical context
How to safely use AI in marketing without surrendering strategic decisions
This case study was originally published in The Insider, Jyll's Google Ads newsletter with more than 10,000 subscribers. You can read it at https://learn.jyll.ca/newsletters/the-insider/posts/claudit-google-ads-ai-advice

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=episode139
 
Google Ads Coaching
Need some expert human 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=episode139

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=episode139

Follow Jyll on social media
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In this special episode 138 of Inside Google Ads, host Jyll Saskin Gales gives an exclusive preview of her upcoming conference talks across Europe and Canada. Preparing for six presentations in 30 days, Jyll shares brand-new strategies, real client case studies, and actionable insights that she has never discussed online before.

You will get a sneak peek at multi-stage lead generation bidding strategies, updates on Performance Max targeting exclusions, and the counterintuitive benefit of removing negative keywords from your campaigns. Jyll also explores how YouTube video advertising complements SEO strategies, and explains why high cost-per-click metrics can lead to lower overall acquisition costs. Finally, she offers an exclusive preview of the opening keynote from her upcoming event in Toronto, Inside Google Ads Live.

Key Topics Discussed:
Lead Gen Bidding Strategies: How to optimize across multiple conversion funnel stages when working with low data volume.
Performance Max Exclusion Updates: True targeting exclusions versus audience signals for demographics and audience segments.
Rethinking Negative Keywords: Why clearing out extensive negative keyword lists can help smart bidding find profitable conversions.
YouTube Advertising for SEO Strategy: Using custom search terms and content targeting to amplify organic visibility.
High CPCs vs. Lower CPA: A real-world case study on why increasing CPCs can improve campaign efficiency.
Keynote Preview: A preview of the opening thesis for the Inside Google Ads Live conference in Toronto.
Find the dates and ticket links for all of Jyll's upcoming speaking events at https://jyll.ca/speaker?utm_source=podcast&utm_medium=referral&utm_campaign=episode138

Resources mentioned in this episode:
Inside Google Ads Live conference: : https://learn.jyll.ca/live?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
Episode 115 Conversion strategy: https://jyll.ca/insidegoogleads/115?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
Episode 109 Optimizing PMax: https://jyll.ca/insidegoogleads/109?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
Episode 135 Non-linear targeting: https://jyll.ca/insidegoogleads/135?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
Episode 110 B2B masterclass: https://jyll.ca/insidegoogleads/110?utm_source=podcast&utm_medium=referral&utm_campaign=episode138
PPC Zone: https://ppc.zone
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=episode138

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=episode138

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=episode138

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

Competitor targeting in Google Ads is widely misunderstood. After seeing so much misinformation online, Google Ads Coach Jyll Saskin Gales sets the record straight in episode 137. She breaks down common competitor targeting myths, explains what Google’s policies actually say, and shares how to run competitor campaigns that drive great results - while staying fully compliant.

You will learn how automation features like text customization and broad matching can accidentally trigger ads that impersonate other businesses, putting your account at risk. Jyll walks through practical settings to protect your brand, including negative keywords, brand exclusions, and unbranded targeting options in AI Max. Finally, she shares a real competitor conquesting strategy she implemented with her client, and how you can achieve extraordinary (and compliant!) results.

Key topics covered in this episode:
The critical difference between trademark policy and misrepresentation in Google Ads
Why impersonating competitors in ad headlines breaks Google policy and local consumer protection laws
How text customization and AI Max can lead to unintended competitor targeting
Practical ways to prevent accidental policy violations using brand exclusions and negative keywords
A step-by-step strategy for running high-performing, compliant competitor comparison campaigns

Jyll references this LinkedIn post by Darren Shaw in the episode: https://www.linkedin.com/posts/darrenshawwhitespark_update-moz-contacted-me-this-is-just-google-activity-7493791667062210560-dL2n

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=episode137

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=episode137

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=episode137

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

AI is not taking your job, but sticking to outdated manual tactics just might. In episode 136 of Inside Google Ads, Jyll Saskin Gales shares an excerpt from an interview she recently did with Erum Shaheen about the evolving role of the Google Ads media buyer. As Jyll says, AI is not new to Google Ads, but the shift from manual execution to strategic direction changes how accounts must be managed.

Instead of fighting automation, Jyll says that media buyers who thrive will be the ones who master the strategic levers needed to guide AI. Success no longer comes from picking every single keyword or setting manual bids. It comes from bringing your unique data and expertise to the table to lead the system effectively. Jyll breaks down the essential foundation every account needs to give automation clear boundaries, ensure your budget produces results, and future-proof your campaigns as search continues to evolve.

The full interview was originally published at https://www.youtube.com/watch?v=-ai8fuvKAbA 

Key topics discussed in this episode:
Why AI is an assistant rather than a full replacement for media buyersShifting from manual campaign controls to guiding automated bidding
The three essential foundation elements: full funnel conversion tracking, customer data, and compelling creative
How to balance exact match keywords while testing AI features for future readiness
Utilizing custom segments and search terms in Demand Gen campaigns for budget friendly audience targeting
Lessons learned from Performance Max updates and why smaller or B2B accounts still require a direct human touch
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=episode136

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=episode136

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=episode136

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 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