Inside Google Ads with Jyll Saskin Gales

Smart Bidding is only as smart as the data you provide. If you feed Google Ads low-quality conversions, you will get low-quality results. In episode 115 of the Inside Google Ads podcast, host Jyll Saskin Gales steps back from the technical "how-to" and focuses on the strategic foundation of conversion tracking. Whether you are managing a high-volume e-commerce store or a niche lead-generation business, understanding how to lay the foundation your true business goals is the difference between a campaign that prints money vs. one that lights money on fire.

Jyll breaks down the seven critical nuances of conversion tracking that even experienced practitioners often overlook. You will learn how to navigate the confusing hierarchy of goals and actions, why your reporting columns might be lying to you, and how to use offline conversion tracking to stop the flow of spam leads. If you have ever felt like your smart bidding strategy is a "black box," this episode provides the clarity needed to take back control of your account optimization.

Key Topics Discussed:
The difference between Primary and Secondary conversion actions and how to use both.
Why Goal Categorization can supersede your conversion action settings.
How to audit an account using the All Conversions column and segments.
The risks of On-SERP lead actions versus on-site completions.
How to implement Offline Conversion Tracking (OCT) for better lead quality - for more on this topic, check out this video: https://youtu.be/ROs6o7Lllu4
Using Micro-conversions to provide data for low-volume accounts.
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=episode115

I recommend WhatConverts for lead tracking software. This episode is NOT sponsored, but I did recently share a sponsored video on my YouTube channel all about lead quality, offline conversions and lead tracking software. You can watch that video here: https://youtu.be/ROs6o7Lllu4
and start your free 30-day trial of WhatConverts here: https://what.jyll.ca [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=episode115

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=episode115

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

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 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=episode114

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=episode114

Read more about this topic on Jyll's Google Ads Blog
Should 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=episode114
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=episode114
Should 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=episode114

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

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 necessary
Why keeping brand terms in PMax can be the best move for new campaigns
When to separate branded search and shopping into their own campaigns vs. keeping them in Performance Max
Choosing the right bid strategy for your branded campaigns
Why shifting from Manual CPC to Target ROAS or Target CPA can improve the quality of your branded traffic
How to handle "brand vs. competitor" search queries and the legality of using competitor names in your copy
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=episode113
 
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=episode113

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=episode113

Read more about this topic on Jyll's Google Ads Blog
Do 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=episode113
Should 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=episode113
Should 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=episode113
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

If you work in a so-called "Sensitive Interest Category" like healthcare, finance, legal, or real estate, you’ve likely stared at that "Eligible (Limited)" status in Google Ads with frustration. Operating in a sensitive interest category means that standard Google Ads tactics like retargeting or basic demographics are often off the table. But "limited" doesn't mean "impossible." In episode 112 of the Inside Google Ads podcast, host Jyll Saskin Gales breaks down why being in a restricted category isn't a dead end, but rather a call to get more strategic with the tools you still have at your disposal.

Jyll shares three counterintuitive strategies that help her Google Ads coaching clients thrive despite targeting restrictions. From the vital importance of offline conversion tracking to using creative as your primary targeting filter, this episode is a masterclass in navigating policy-heavy industries.

Key topics discussed:
The "can’ts" vs. the "cans" of sensitive interest categories.
Why offline conversion tracking (OCT) is the non-negotiable foundation for success.
Challenging the "privacy-first" pushback from in-house counsel.
Strategy 1: When going wider with Broad Match and Demand Gen actually works.
Strategy 2: Non-linear targeting - finding your customer before they hit the "intent" phase.
Strategy 3: Creative-led targeting - using your ads to attract the right leads and repel the wrong ones.
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=episode112
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=episode112

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=episode112

Read more about this topic on Jyll's Google Ads Blog
What is Non-Linear Targeting in Google Ads? https://learn.jyll.ca/blog/what-is-non-linear-targeting-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode112
5 Must-Have Tools for Accurate Google Ads Conversion Tracking https://learn.jyll.ca/blog/5-must-have-tools-for-accurate-google-ads-conversion-tracking-in-2024?utm_source=podcast&utm_medium=referral&utm_campaign=episode112
Navigating Google Ads' Sensitive Interest Categories: A Guide for Advertisers https://learn.jyll.ca/blog/navigating-google-ads-sensitive-interest-categories-a-guide-for-advertisers?utm_source=podcast&utm_medium=referral&utm_campaign=episode112
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

It's frustrating to watch those Google Ads bills roll in while your campaigns have zero conversions! Whether you're an experienced agency pro or a business owner managing your own account, this is one of the most common Google Ads challenges you'll experience. In episode 111 of the Inside Google Ads podcast, host Jyll Saskin Gales walks you through the exact process she uses with her Google Ads coaching clients to diagnose and solve conversion issues. In this real life example, Jyll figures out why a client's search campaign hadn't seen a single conversion in six weeks. Then, Jyll uncovers the truth behind a suspiciously high view rate in a YouTube campaign. This episode is all about understanding the "why" behind your Google Ads metrics, and learning how to distinguish between green flags and red flags in your account.

Key Topics Discussed:
The three root causes of zero conversions, and the order in which you should audit and solve them
How to identify if the Search Partner Network is inflating your metrics with low-quality traffic
The danger of using click-focused bid strategies like Manual CPC
Establishing benchmarks for YouTube View-Through Rates (VTR) across In-stream, In-feed, and Shorts.
What your campaign demographics can reveal about performance fluctuations

This episode is adapted from a popular issue of Jyll's free bi-weekly Google Ads newsletter, The Insider. Read the original issue here: https://learn.jyll.ca/newsletters/the-insider/posts/google-ads-metric-traps ?utm_source=podcast&utm_medium=referral&utm_campaign=episode111

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=episode111
 
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=episode111

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=episode111

Read more about this topic on Jyll's Google Ads Blog
- "I'm getting impressions and clicks, but no conversions in Google Ads." https://learn.jyll.ca/blog/i-m-getting-impressions-and-clicks-but-no-conversions-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode111
- Google Ads isn't recording my leads as conversions. Why? https://learn.jyll.ca/blog/google-ads-isn-t-recording-my-leads-as-conversions-why?utm_source=podcast&utm_medium=referral&utm_campaign=episode111
- Should 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=episode111

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