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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

How would you feel about a 75% click-through rate?

I recently jumped on a Google Ads coaching call with Daniela, who was about to step into a new role as head of paid search at her agency. We were reviewing a new Search campaign for one of her clients in a health-focused industry. The problem? Six weeks in, and the campaign had zero conversions. ...

by Jyll Saskin Gales — Nov 04, 2025

When "Limited By Budget" is a Good Thing

"We've got some campaigns limited by budget, hopefully that's good news," I said. Chris looked at me quizzically. Chris is a lawyer and a regular Google Ads coaching client of mine. I'd already taught him why we don't want our Google Ads campaigns to be limited by budget. So Chris replied, "Befor...

by Jyll Saskin Gales — Oct 21, 2025

You're starving your keywords, and it shows

I recently had a Google Ads coaching call with Nora, a Google Ads freelancer. She was troubleshooting a search campaign for a client, a local cleaning business, and was feeling stuck. The account had reached 50% impression share over the last 30 days. While 50% isn't completely maxed out everywhe...

by Jyll Saskin Gales — Oct 07, 2025

Is your Google Ads strategy upside-down?

I recently had a Google Ads coaching call with Matthew, the marketing manager for a company that sells online language learning courses. He was leveraging Search, PMax, Display and Video, and his targeting strategy was quite narrowly focused on people who were already interested in learning a new...

by Jyll Saskin Gales — Sep 23, 2025

Your PMax numbers might not add up. Don't give up!

I have an ecommerce coaching client who sells a niche, luxury product. For years, her Standard Shopping campaigns have mostly worked well, but there was one category that just wasn't hitting its reach or its efficiency goals. It's a very high-quality product, so the high price point means it look...

by Jyll Saskin Gales — Sep 09, 2025

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