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This therapist optimized into a hole. Are you making the same mistake?

When is fewer searches... a very expensive problem? I recently had a follow-up Google Ads coaching call with Ariel, a psychotherapist who offers online and in-person services. She came to me because her Search campaign performance had stalled. Specifically, Google was spending her full $2,000/mon...

by Jyll Saskin Gales — Sep 08, 2026

I hope you're not missing the most important Google Ads skill

If you're newer to managing Google Ads, you're probably looking for a framework, checklist or process to follow in each scenario. For example, what should you do when CPCs rise? What should you do when ROAS drops? While this desire makes sense, the reality is that there's rarely a single, binary ...

by Jyll Saskin Gales — Sep 01, 2026

CTR or CVR? How to actually judge your Google Ads

I get asked a version of this question all the time: "Jyll, when evaluating my ad creative, should I judge it based on Click-Through Rate (CTR) or Conversion Rate (CVR)?" The short answer? Both. But the long answer is a lot more interesting. I recently had a Google Ads coaching call with Peter. W...

by Jyll Saskin Gales — Aug 11, 2026

Is Google’s AI secretly sabotaging your search ads?

Have you ever handed the keys of your business over to an "expert," only to realize they completely trashed the place? That's exactly how my Google Ads coaching client, Stephanie, felt when we looked at her Responsive Search Ads. But let's back up a step. Stephanie is a marketing manager for an e...

by Jyll Saskin Gales — Jul 28, 2026

Why "doing it the old way" is costing your business money

Your past success can be dangerous for your current marketing strategy. I have a new Google Ads coaching client who sells high-ticket, specialized home furnishings. We'll call him Lou. He used to manage his own Google Ads campaigns about 12 to 15 years ago, and by his own account, he made "killer...

by Jyll Saskin Gales — Jul 15, 2026

Are Your Google Ads Breaking the Law?

I recently had a coaching call with Jessica, a savvy B2B marketer who was feeling a bit overwhelmed by the constant pressure to use more AI in her Google Ads account. She wanted to review a competitor campaign together, because she had recently turned on AI Max. On paper, it looked like a massive...

by Jyll Saskin Gales — Jun 30, 2026

Why your Google Ads traffic is bouncing, not converting

Google Ads is a multiplier, not a miracle worker. I want to take you inside a recent Google Ads coaching call I had with fellow practitioner, Bob. We were looking at an account for a client of his who was struggling. They were getting a lot of traffic, but no conversions. Bob's client is in a ver...

by Jyll Saskin Gales — Jun 16, 2026

Don't let AI run your Google Ads (yet)

As AI tools like ChatGPT, Claude and Gemini become more mainstream, I'm seeing more and more AI-driven issues in my Google Ads coaching practice. Unfortunately, AI makes a terrible Google Ads consultant. I recently caught up with Paul, a business owner who I'd met with a few times. On my recommen...

by Jyll Saskin Gales — Jun 02, 2026

So you finally have conversion tracking. Now what?

I recently had a fascinating Google Ads coaching call with Juliet. She manages Google Ads for multiple clients in a highly restricted industry where, for years, their legal departments had a standing order: No conversion tracking. Period. Can you imagine? Juliet had to fly blind, managing hundred...

by Jyll Saskin Gales — May 19, 2026

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

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