Is remarketing dead? Not exactly, but the old way of chasing users around the internet with low-quality banner ads certainly is. Relying on standard display campaigns for retargeting is way less effective than it used to be. In episode 102 of the Inside Google Ads podcast, host Jyll Saskin Gales explains why (and how) you need to pivot toward in-platform remarketing and first-party data to get better results.

She answers three listener questions that cover the essentials of your modern remarketing strategy. We discuss why you should likely ditch Display for Demand Gen, how Google actually prioritizes who sees your ads, and what to do when you see that "too small to serve" error in Audience Manager. Whether you are running B2B lead gen or high-volume ecommerce campaigns, this episode breaks down how to leverage Google's owned properties - like YouTube, Gmail, and Discover - to reconnect with your most valuable prospects.

Key Topics Discussed:

• Why Display campaigns are often ineffective for remarketing and what to use instead
• The power of "In-Platform" audiences: Google-engaged audiences and YouTube remarketing
• How to use Customer Match to inform Smart Bidding, even if you can't target the list directly
• Understanding RLSA (Remarketing Lists for Search Ads) to improve ROAS and CPA
• How Google's algorithm prioritizes users in your remarketing lists based on intent, not time
• Troubleshooting the "Too Small to Serve" error and understanding active matched records

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=episode102

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=episode102

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode102

Resources mentioned in this episode
Google-Engaged Audience: Worry-Free Remarketing, Or A Waste Of Money? [Search Engine Journal] https://www.searchenginejournal.com/google-engaged-audience-worry-free-remarketing-or-a-waste-of-money/561628/

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

Should you upload your customer list in Google Ads? (Customer Match) https://learn.jyll.ca/blog/should-you-upload-your-customer-list-in-google-ads-customer-match?utm_source=podcast&utm_medium=referral&utm_campaign=episode102

Google Ads Remarketing: The Ultimate Guide to Retargeting https://learn.jyll.ca/blog/google-ads-remarketing-the-ultimate-guide-to-retargeting?utm_source=podcast&utm_medium=referral&utm_campaign=episode102

Google Ads RLSA: How to Retarget Your Search Campaigns https://learn.jyll.ca/blog/google-ads-rlsa-how-to-retarget-your-search-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode102

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 Ads released over 100 new features in the last year, but do you know which ones actually matter for your business? In episode 101 of the Inside Google Ads podcast, host Jyll Saskin Gales reveals the most impactful changes from the past year so you can build a winning Google Ads strategy for 2026 and beyond.

While Google loves to promote its shiny new AI tools, the reality is that Search remains the bread and butter for most advertisers. Jyll will discuss why you need to nail your foundation in Search and Shopping before expanding into other formats. She'll also do a deep dive into the major evolution of Performance Max, which has finally shed its "black box" reputation, and why she's incredibly bullish on Demand Gen for both lead generation and ecommerce. Plus, Jyll shares her honest, unfiltered thoughts on the new "agentic" AI Advisors and why you should treat them with extreme caution.

In this episode, you’ll learn:

• Why you should keep Search Partners turned off for Search and Shopping campaigns.
• The specific Merchant Center updates that matter more than Google Ads tweaks.
• How to bid correctly when starting out with Demand Gen.
• The massive reporting improvements that make Performance Max easier to manage.
• Why the new Ads Advisor and Analytics Advisor tools aren't ready to run your account yet.

and more. 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=episode101

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=episode101

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode101

Resources mentioned in this episode
Inside Google Ads episode 70: Demand Gen for lead generation https://jyll.ca/insidegoogleads/70?utm_source=podcast&utm_medium=referral&utm_campaign=episode101

Melissa Mackey on PPC Zone: Using YouTube to boost B2B paid search performance https://www.youtube.com/watch?v=2kIzGt8FCMw

Google Ads Advisor: Awesome or Awful? https://www.youtube.com/watch?v=aBEmKqpFMdk

PPC Zone podcast: https://ppc.zone?utm_source=podcast&utm_medium=referral&utm_campaign=episode101

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

• What are Attributed Branded Searches conversions in Google Ads? https://learn.jyll.ca/blog/what-are-attributed-brand-searches-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode101
• Google Ads Performance Max: Is it worth it? https://learn.jyll.ca/blog/google-ads-performance-max-is-it-worth-it?utm_source=podcast&utm_medium=referral&utm_campaign=episode101
• 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=episode101

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

Can you actually get high-quality leads on Google Ads with just $20 a day? The answer is yes, but only if you set it up the right way. In this special 100th episode of the Inside Google Ads podcast, Google Ads Coach Jyll Saskin Gales walks you through a real case study from one of her coaching clients who is driving their entire business using just $20 per day on Google Ads.

We are going to look at the "before" numbers, where they were getting a lot of clicks but zero actual business, and compare them to the "after" numbers, where they are now generating highly profitable leads. Jyll shares the exact 12-step strategy she used to turn this account around, covering everything from keyword match types and negative keywords to the specific bid strategies that work best for small budgets.

However, a shoestring budget won't work in every industry, so Jyll will help you determine if your business is the right fit for this approach.

In this episode, you’ll learn:

• The three non-negotiable requirements for a low-budget Google Ads strategy.
• Why high impression volume and low CPCs can actually be red flags.
• The 12 specific changes made to the account to increase lead quality.
• How to fix conversion tracking so you aren't optimizing for vanity metrics.
• Real performance metrics showing exactly what $20 a day can achieve.

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=episode100

Google Ads Account Audit with Jyll
Get a one-time full account review from a Google Ads Expert and ex-Googler. Your Google Ads account audit will be delivered within 1 week, and will include a 1-page scorecard plus 2-4 pages of specific recommendations. Learn more at https://jyll.ca/pages/google-ads-account-audit?utm_source=podcast&utm_medium=referral&utm_campaign=episode100

Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode100

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode100

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

Performance Max, Standard Shopping, or Search? If you're running an ecommerce business, you have likely stared at your screen wondering which Google Ads campaign type will actually drive sales without wasting your budget. In episode 99 of the Inside Google Ads podcast, host Jyll Saskin Gales answers your most common questions about how to choose the right campaign for your products.

She discusses why the newest AI features aren't always the best place to start, especially if you are working with a limited daily budget or a new Merchant Center feed. Jyll breaks down exactly when it makes sense to graduate from Standard Shopping to Performance Max, and why "boring" Shopping campaigns often outperform Search campaigns for retail businesses. Plus, she explains the dangers of running all three campaign types simultaneously and how to stop them from stealing traffic from one another.

In this episode, we'll cover:

• The specific budget and sales volume thresholds you need to hit before launching a PMax campaign
• Why Standard Shopping is usually the best starting point for validating your conversion tracking and feed
• The pros and cons of Google Search versus Google Shopping for e-commerce products
• How to handle campaign overlap so you aren't competing against yourself

Plus, stay tuned until the end of the episode for a new Insider Challenge to solve!

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=episode99

Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode99

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode99

Resources mentioned in this episode
Inside Google Ads episode 39: Micro-conversions https://jyll.ca/insidegoogleads/39?utm_source=podcast&utm_medium=referral&utm_campaign=episode99

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

Which bid strategy should you use in Google Shopping campaigns? https://learn.jyll.ca/blog/should-you-use-manual-or-automated-bidding-in-google-shopping-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode99

How to Optimize Your Google Shopping Feed for Better Results https://learn.jyll.ca/blog/how-to-optimize-your-google-shopping-feed-for-better-results?utm_source=podcast&utm_medium=referral&utm_campaign=episode99

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=episode99

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

Building awareness with Google Ads requires a completely different mindset, and toolset, than driving conversions. In Episode 98 of the Inside Google Ads podcast, Google Ads coach Jyll Saskin Gales dives deep into the specific strategies that help new audiences discover your brand. We cover bidding, targeting and creative tactics for brand awareness, and what campaign types you should and shouldn't use.

Key topics discussed:

• The difference between bidding for reach versus bidding for engagement
• Why "Maximize Clicks" might be the best awareness strategy for Demand Gen
• Why keyword-based audiences don't work on Display campaigns, and what to use instead
• Lookalikes: worth your money?
• The ABCD framework for high-performing YouTube ad creative
• How to genuinely measure the success of an awareness campaign

Plus, stay tuned until the end of the episode for a new Insider Challenge to solve!

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=episode98

Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode98

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode98

Resources mentioned in this episode
- Inside Google Ads episode 77: All 12 Google Ads bid strategies EXPLAINED! https://jyll.ca/insidegoogleads/77?utm_source=podcast&utm_medium=referral&utm_campaign=episode98
- Inside Google Ads episode 78: 3 strategies to promote your YouTube video with Google Ads https://jyll.ca/insidegoogleads/78?utm_source=podcast&utm_medium=referral&utm_campaign=episode98

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

• YouTube In-Feed Ads: A Complete Guide for Beginners https://learn.jyll.ca/blog/youtube-in-feed-ads-a-complete-guide-for-beginners?utm_source=podcast&utm_medium=referral&utm_campaign=episode98
• Where can you use custom segments in Google Ads? https://learn.jyll.ca/blog/where-can-you-use-custom-segments-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode98
• The Ultimate Guide to Google Ads Bid Strategies https://learn.jyll.ca/blog/the-ultimate-guide-to-google-ads-bid-strategies?utm_source=podcast&utm_medium=referral&utm_campaign=episode98

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’re managing Google Ads, for your own business or a client, you know that there are so many pitfalls that can derail your campaigns. After optimizing more than 10,000 Google Ads accounts in her career, host Jyll Saskin Gales shares the most frequent and costly mistakes she sees marketers making right now. In this episode, Jyll breaks these top 10 errors down for you, with examples, across four categories: foundational failures, strategic sloppiness, metric misinterpretation, and unreasonable expectations. Tune in to ensure your account doesn't fall victim to these costly mistakes!

Key Topics Discussed:

• The number one silent killer of Google Ads campaigns (can you guess what it is?)
• Why you must look beyond the Google Ads platform to truly understand performance
• The difference between your keywords and the actual search terms you advertise on
• Segmentation: organizing campaigns based on user intent
• Who should avoid broad match keywords?
• How to investigate and solve major shifts in CPA or ROAS
• Debunking the myth that Quality Score doesn’t matter (it does!!!)
• Why you need to educate clients and stakeholders about Google Ads nuances
• Why increasing your budget isn't always the right way to scale

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=episode97

Google Ads Coaching
Worried that you're making some of these mistakes? Book a call with Jyll to get your Google Ads working the way you need them to! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode97

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode97

This episode is based on Jyll's bi-weekly Google Ads newsletter, The Insider, with more than 8,000 subscribers. Join now for free to get real-world Google Ads case studies in your inbox every other Tuesday: https://learn.jyll.ca/newsletters/the-insider?utm_source=podcast&utm_medium=referral&utm_campaign=episode97

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

In this crossover episode of Inside Google Ads with Jyll Saskin Gales and PPC Town Hall with Optmyzr CEO Fred Vallaeys, they discuss the evolving role of the PPC professional. Automation, Performance Max, Smart Bidding and generative AI has fundamentally changed the industry, moving from an era of hands-on control to one of strategic guidance.

Jyll shares her insights on how practitioners can embrace this new reality. She argues that the core focus must shift from micromanaging every bid and keyword to properly setting up conversion goals, selecting the right bid strategy, and refining creative assets. Learn why bidding is now potentially more important than targeting, and how to avoid the biggest mistakes practitioners make when transitioning to smart bidding. Jyll also offers practical advice on campaign structure, asset management, and how to effectively use new tools like Gemini and AI Max to scale your expertise, not just your output.

Key Topics Discussed:
- The strategic shift from controlling to guiding in modern Google Ads
- Why smart bidding is often superior to manual CPC and how to make it work
- The three key levers for optimizing Performance Max campaigns
- How audience signals and search themes function as guidance, not control, in PMax
- The difference between mistakes made by small businesses and large advertisers in Google Ads
- The role of micro-conversions in helping low-volume accounts ramp up
- The concept of signal duplication and signal fragmentation in campaign structure
- How to effectively use generative AI tools like Gemini to enhance ad copy and strategy
- An early-days assessment of AI Max and when to use it for search expansion

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=episode96

Google Ads Coaching
Need expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode96

Inside Google Ads course
More than 700 Google Ads practitioners have joined Jyll's Inside Google Ads membership course to become Google Ads Experts. You'll find up-to-date Google Ads tutorials, tips, and tricks, and you can ask Jyll your questions 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=episode96

Resources mentioned in this episode

• Jyll's The Insider bi-weekly newsletter: https://learn.jyll.ca/newsletters/the-insider?utm_source=podcast&utm_medium=referral&utm_campaign=episode96
• Inside Google Ads book about Audience Targeting: https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode96
• Start your free trial of Optmyzr: https://www.optmyzr.com/?ref=ywu3y2m [affiliate link]

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

• Maximize Conversions vs. Target CPA: A Complete Google Ads Guide https://learn.jyll.ca/blog/do-you-need-to-set-a-target-cpa-with-maximize-conversions-bidding?utm_source=podcast&utm_medium=referral&utm_campaign=episode96
• What you need to know about micro-conversions in Google Ads https://learn.jyll.ca/blog/what-you-need-to-know-about-micro-conversions-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode96
• The Future of Google Ads: PMax, AI Max and Broad Match https://learn.jyll.ca/blog/ai-max-broad-match-demystifying-google-ads-automation?utm_source=podcast&utm_medium=referral&utm_campaign=episode96

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

Stop thinking of search and audiences as separate things! In episode 95, Google Ads Coach Jyll Saskin Gales dives into the powerful and often-overlooked connection between search and audiences in Google Ads. She answers three critical listener questions, providing practical strategies for leveraging this synergy.

Key Topics Discussed:

• How and why you should layer complementary audiences onto Search campaigns
• How to turn search insights into audience targeting
• The true benefits of uploading your customer list
• New ways to glean audience insights for campaign optimization ideas

Plus, stay tuned until the end of the episode for a new Insider Challenge to solve!

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=episode94

Google Ads Coaching
Need some expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode95

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions 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=episode95

Resources mentioned in this episode

• Jyll's SimilarWeb sponsored YouTube video https://www.youtube.com/watch?v=ETbr96HojtI
• Jyll's HeroConf San Diego 2025 talk https://youtu.be/UVDwfV7eAWQ
• Inside Google Ads book about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Google Trends https://trends.google.com

Related Inside Google Ads podcast episodes

• Episode 92: Audiences Masterclass https://jyll.ca/insidegoogleads/92?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Episode 63: Custom segments https://jyll.ca/insidegoogleads/63?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Episode 51: Customer Match https://jyll.ca/insidegoogleads/51?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• Episode 24: Audience Layering https://jyll.ca/insidegoogleads/24?utm_source=podcast&utm_medium=referral&utm_campaign=episode95

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

• Google-Engaged Audiences: Your Secret Weapon for Google Ads Remarketing https://learn.jyll.ca/blog/google-engaged-audiences-your-secret-weapon-for-google-ads-remarketing?utm_source=podcast&utm_medium=referral&utm_campaign=episode95
• 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=episode95
• Does Audience Targeting Really Matter in Search and Shopping Campaigns? https://learn.jyll.ca/blog/does-audience-targeting-really-matter-in-search-and-shopping-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode95

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