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How to move from Meta to Google - BIG mistakes to avoid!

Emma was at a crossroads. Her mental health practice had been thriving on Meta Ads for years, consistently bringing in leads for about $15 each. But recently, her cost-per-lead doubled, and every time she tried to scale the budget, the results just... stopped. She booked a Google Ads coaching cal...

by Jyll Saskin Gales — May 05, 2026

Should you ride the Broad Match/Exact Match merry-go-round?

Would you stay calm if your cost per click suddenly jumped from $1 to $27 overnight? My Google Ads coaching client, Hannah, was really anxious about this, and I don't blame her! Hannah first hired me to audit her Google Ads account. At first glance, the data looked incredible: she was getting ove...

by Jyll Saskin Gales — Apr 21, 2026

Are you accidentally suffocating your leads?

If you work in B2B lead generation, you know the struggle: for every one "perfect" Sales Qualified Lead (SQL), you have to sift through dozens of B2C searchers and low-budget "tire kickers" who just aren't a fit. That’s exactly where Ariana was when we hopped on our monthly Google Ads coaching ca...

by Jyll Saskin Gales — Apr 07, 2026

Is your PMax campaign cannibalizing your Search ads?

Doubling your ad budget should be a moment for celebration, not a cause for panic. But for my Google Ads coaching client, Hunter, doubling his spend made everything go "wonky." Hunter runs a specialized counseling practice and had seen a great ROI from Google Ads for years. Naturally, he decided ...

by Jyll Saskin Gales — Mar 24, 2026

How Chloe found her best lead by "buying the haystack"

Have you ever paid $142 for a single click? That was the reality for my Google Ads coaching client, Chloe. She operates in a highly regulated, cutthroat niche where earning every lead is a battle. To make matters tougher, she was competing against her own mentor - someone who insisted Google Ads ...

by Jyll Saskin Gales — Mar 10, 2026

3 lies ChatGPT told my client about Google Ads

I have a delightful new Google Ads coaching client who operates quite differently than anyone else I’ve worked with. Let's call him Cooper. When Cooper booked his first call with me, he didn't want to launch a campaign yet. Instead, he wanted to spend hours and hours deeply understanding the intr...

by Jyll Saskin Gales — Feb 24, 2026

She thought she was breaking even. Google lied.

Have you ever looked at your Google Ads dashboard and thought, "The numbers say I'm making money... so why does my bank account feel empty?" That is exactly what happened to a new Google Ads coaching client of mine, an online business owner named Amy. Amy makes beautiful, custom handmade pieces (...

by Jyll Saskin Gales — Feb 10, 2026

The Best Money You'll (N)Ever Spend

It might sound strange to hear me say this, but sometimes my job as a Google Ads Coach isn't to help you run ads. Sometimes, my job is to stop you from running them at all. I recently had a call with Lucy, the owner of a successful mental health therapy group in Oregon. Lucy and her team had been...

by Jyll Saskin Gales — Jan 27, 2026

My "5x5x5" rule for Demand Gen success

Demand Gen campaigns can trip up beginner and advanced Google Ads practitioners alike, because they work so differently than Search. For example, in Search campaigns, a good text ad can run effectively for years. But in visual campaigns like Demand Gen, your creative has a shelf life. Eventually,...

by Jyll Saskin Gales — Jan 13, 2026

What my husband gets wrong about dinner (and your Google Ads)

I'm Canadian, and my husband is British. Even though we both speak "English," I've accepted the fact that we don't actually speak the same language. And I'm not just talking about the obvious linguistic differences, like bin/garbage or flat/apartment or advert/ad. Within the first few years of ou...

by Jyll Saskin Gales — Dec 16, 2025

525,600 minutes of Google Ads mistakes - SOLVED!

What are the most common mistakes plaguing Google Ads practitioners today? It's been one year since I re-launched this newsletter as The Insider, sharing real challenges from my real Google Ads coaching clients with you in every issue. I went back over all 36 issues I've sent to you to understand...

by Jyll Saskin Gales — Dec 02, 2025

Don't Panic! How to Fix Fluctuating Google Ads Performance

I recently hopped on a follow-up Google Ads coaching call with Ramzi, a business owner who was, to put it mildly, stressed out. It was our third call, and he said he needed an outside opinion before he did "anything crazy" with his Google Ads account. Last time we spoke, I recommended that Ramzi ...

by Jyll Saskin Gales — Nov 18, 2025

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