3 Times Google Ads Failed (And Why)

Google Ads doesn't work for every business. In this candid episode 146 of the Inside Google Ads podcast, Google Ads Coach Jyll Saskin Gales shares three real stories where she was not able to get Google Ads working for her clients. By walking through these "failures," Jyll breaks down what went wrong, the major red flags to watch for, and how to spot unrealistic expectations before burning through your ad budget.Key Topics Discussed:Why offline conversion tracking is essential for feeding accurate data to smart bidding strategiesThe danger of setting unrealistic ROAS expectations and ignoring conversion rate issues on your websiteWhy proper conversion tracking infrastructure must be set up before spending money on Google AdsHow Google Ads acts as an amplifier for existing business success rather than a cure-all solutionHow to recognize when organic marketing or alternative ad channels may be a better fit for your offerYou 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=episode146 Google Ads CoachingNeed 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=episode146Inside Google Ads courseMore 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=episode146Follow 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

When clicks cost $50 to $150 each, high CPCs aren't what kills your Google Ads campaigns; data starvation is. In Episode 145 of Inside Google Ads, host Jyll Saskin Gales explains how micro-managing low-volume accounts with restrictive match types and excessive negative keywords starves the algorithm of vital data. Through two real-world Google Ads coaching case studies, Jyll breaks down how to diagnose performance issues accurately instead of reacting out of panic. Learn how Chloe shifted budget from high-cost Search to Demand Gen custom segments to buy the haystack and capture quality leads, and see how Ariana discovered that hidden conversion lag was masking her campaign's long-term success.Key topics covered in this episode include:How data starvation damages low-volume and high-CPC Google Ads accountsMoving from Search to Demand Gen custom segments to buy the haystackDiagnosing conversion lag and adjusting reporting windows for B2B accountsWhy micromanaging Smart Bidding with constant negative keywords backfiresUtilizing offline conversion data to train Google's AI bidding modelsThese case studies were originally published in The Insider, Jyll's Google Ads newsletter with more than 10,000 subscribers. You can read them at https://learn.jyll.ca/newsletters/the-insider/posts/expensive-search-cpc-demand-gen?utm_source=podcast&utm_medium=referral&utm_campaign=episode145 and https://learn.jyll.ca/newsletters/the-insider/posts/b2b-lead-generation-broad-match-smart-bidding-optimization?utm_source=podcast&utm_medium=referral&utm_campaign=episode145 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=episode145 Google Ads CoachingNeed 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=episode145Inside Google Ads courseMore 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=episode145Follow 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

If you've ever looked at your search terms report in Google Ads and noticed a section labeled "other search terms" and thought, "Huh, what's going on here?" - then this is the episode for you! (Niche, I know). While there is no magic trick to completely override user privacy, host Jyll Saskin Gales has a smart workaround you can use to gain deeper visibility into what those hidden queries actually are.In this tactical episode 144 of Inside Google Ads, Jyll explains how to bridge the gap between Google Ads and Google Search Console to uncover hidden search behaviour. Learn a clever spreadsheet technique to isolate unique, long-tail queries, and discover how to spot queries driven by AI search modes. Whether you want to refine your negative keyword strategy or better align your ad copy and landing page messaging with real user intent, this episode gives you a practical method to see what is hiding behind your performance data.Key Topics Discussed:Understanding why Google hides a significant percentage of search terms in your Google Ads accountHow to use Google Search Console alongside your landing page URLs to uncover organic search queriesA step-by-step spreadsheet formula using character length to sort and analyze unique, long-tail search intentIdentifying queries that surface in AI search modes that Google Ads does not yet displayPractical ways to use this hidden data to refine your negative keyword lists and optimize ad copyYou 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=episode144 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=episode144Inside Google Ads courseMore 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=episode144Follow 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

Customer Lifecycle Goals are one of the most misused features in Google Ads - and Google Ads Coach Jyll Saskin Gales has had enough! In episode 143 of the Inside Google Ads podcast, Jyll breaks down the good, the bad, and the ugly truth about Customer Lifecycle Goals. From New Customer Acquisition (NCA) to Customer Retention, Jyll clears up common misconceptions and explains how these features combine audience targeting and value-based Smart Bidding.You will learn how campaign-level acquisition and retention settings work, why many account setups inadvertently inflate reported ROAS, and why these tools are often complete overkill for smaller accounts. Plus, Jyll introduces her simple "1% Rule" to help you quickly figure out whether your customer match list is actually large enough to benefit from these complex configurations, or if you should stick to basic audience targeting and exclusions.Key Topics Discussed:- Understanding Customer Acquisition Goals and New Prospect Mode- How Customer Retention Goals work and how they differ from traditional retargeting- The 1% Rule for deciding if Customer Lifecycle Goals fit your target market size- Why campaign value adjustments can artificially inflate reported ROAS- Common Performance Max setup mistakes with audience signals and retargeting listsThis episode is based on Jyll's recent article for Search Engine Journal called "Customer Lifecycle Goals: The Good, The Bad, The Ugly." You can read the article here: https://www.searchenginejournal.com/customer-lifecycle-goals-the-good-the-bad-the-ugly/588192/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=episode143 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=episode143Inside Google Ads courseMore 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=episode143Follow 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

Black Friday and Cyber Monday are right around the corner. Are your Google Ads ready for peak holiday shopping?In episode 142 of the Inside Google Ads podcast, host Jyll Saskin Gales break down the latest Google Ads updates that e-commerce business owners need to care about right now - in conversation with Chloe Thomas, host of the Keep Optimising podcast. Jyll cuts through the noise to share practical strategies across bidding, targeting, and creative.You will learn how to leverage newly available bidding strategies, optimize customer lifecycle goals without blowing your budget, and prepare your product feeds for Google's newest AI features. Plus, Jyll shares top tips on using low-budget video campaigns to build brand demand before the holiday rush hits. Whether you are running standard Shopping, Performance Max, or Search campaigns, this conversation gives you a clear playbook to prepare your account for maximum return this holiday season.Key Topics Discussed:Why Maximize Conversion Value is a game-changer for standard Shopping campaignsHow to prepare for promotion mode, seasonal bid adjustments, and budget tweaksSetting up customer lifecycle goals properly to target new vs. existing buyersWhat AI Max for Shopping is and how it bridges standard Shopping and PMaxEssential updates to Google Merchant Center feeds, including video and lifestyle attributes How to build mid-funnel awareness on a small budget using Demand Gen and YouTube   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=episode142 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=episode142Inside Google Ads courseMore 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=episode142Follow 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 you curious about Microsoft Ads? While Google Ads remains Jyll's one true love, expanding into the Microsoft Advertising network can bring unique opportunities, especially for B2B marketers. In this special episode 141 of Inside Google Ads - to celebrate Microsoft Ads Product Liaison Navah Hopkins' birthday! - host Jyll Saskin Gales explores eight fundamental insights every Google Ads practitioner needs to understand about Microsoft Advertising.Using source materials from Microsoft Ads experts Matt Beswick, Nikki Kuhlman, and Navah Hopkins herself, Jyll breaks down why B2B advertisers stand to gain the most from Microsoft Ads, highlighting key advantages like native LinkedIn profile targeting, decision-maker demographics, and specific corporate device policies. She explains the crucial differences in campaign control, including ad group level autonomy and negative keyword behavior, and introduces unique ad formats like Multimedia Ads and impression-based remarketing. Finally, you will get three simple, actionable steps you can take today for free to set your business up for future success.Key topics covered in this episode:Why B2B brands often see strong results on Microsoft Advertising How to leverage native LinkedIn profile targeting on search campaignsCritical differences in ad group autonomy and negative match behavior compared to GoogleUnique features like Impression-Based Remarketing and SERP Multimedia Ads3 free, practical action steps you can take right now to prepare your accountLearn more about Microsoft Ads with:Navah Hopkins: https://youtu.be/2LahowBloOANikki Kuhlman: https://youtu.be/ek5GXoMNpmEMatt Beswick: https://youtu.be/VajomHQWjOsYou 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=episode141 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=episode141Inside Google Ads courseMore 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=episode141Follow 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

This is the episode every small business needs! Can you run YouTube campaigns on a modest budget and actually get meaningful results? Absolutely. In episode 140 of Inside Google Ads, host Jyll Saskin Gales sits down with one of her Google Ads Coaching clients - Austin Lindquist, Director of SEM at Ring Ring Marketing - to walk through a small budget YouTube strategy that is delivering big outcomes for his clients.Austin shares real data, specific targeting tactics, and creative strategies from two distinct local verticals: a small-town funeral home spending just $10 a day on vertical Shorts, and a local window and door installation company using TV screen targeting and simple AI-assisted creatives. They discuss why buying user attention through brand awareness can transform local client conversations, how to build effective video ads using static images and accessible tools without a massive production budget, and how often you need to refresh your video assets to avoid ad fatigue. Whether you are an agency practitioner or a local business owner looking to stand out against competitors, this episode provides a clear blueprint for adding video to your paid search mix.Key Topics Discussed:Case studies showing real reach and cost-per-view metrics on budgets as low as $10 per day.Video views campaigns vs. Demand Gen for local business objectives.Choosing the right placements and targeting for your goals.Simple methods to produce engaging video ads using existing images and AI tools in under 20 minutes.Why video campaigns should complement, rather than replace, core Google Search campaigns.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=episode140Connect with Austin Lindquist on LinkedIn: https://www.linkedin.com/in/austin-lindquist-66a983159/Learn more about Ring Ring Marketing at https://www.ringringmarketing.com/ 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=episode140Inside Google Ads courseMore 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=episode140Follow 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 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 consultantsA real case study of a bid strategy change recommended by ClaudeLow conversion volume and why value-based bidding failedHow maximize bid strategies differ from target efficiency modelsThe danger of using dynamic bidding with incomplete CRM conversion trackingWhy AI tools give confident answers even when they lack critical contextHow to safely use AI in marketing without surrendering strategic decisionsThis 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-adviceYou 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 CoachingNeed 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=episode139Inside Google Ads courseMore 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=episode139Follow 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

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=episode138Resources mentioned in this episode:Inside Google Ads Live conference: : https://learn.jyll.ca/live?utm_source=podcast&utm_medium=referral&utm_campaign=episode138Episode 115 Conversion strategy: https://jyll.ca/insidegoogleads/115?utm_source=podcast&utm_medium=referral&utm_campaign=episode138Episode 109 Optimizing PMax: https://jyll.ca/insidegoogleads/109?utm_source=podcast&utm_medium=referral&utm_campaign=episode138Episode 135 Non-linear targeting: https://jyll.ca/insidegoogleads/135?utm_source=podcast&utm_medium=referral&utm_campaign=episode138Episode 110 B2B masterclass: https://jyll.ca/insidegoogleads/110?utm_source=podcast&utm_medium=referral&utm_campaign=episode138PPC Zone: https://ppc.zoneYou 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 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=episode138Inside Google Ads courseMore 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=episode138Follow 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

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 AdsWhy impersonating competitors in ad headlines breaks Google policy and local consumer protection lawsHow text customization and AI Max can lead to unintended competitor targetingPractical ways to prevent accidental policy violations using brand exclusions and negative keywordsA step-by-step strategy for running high-performing, compliant competitor comparison campaignsJyll 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-dL2nYou 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 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=episode137Inside Google Ads courseMore 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=episode137Follow 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