17 Years of No BS Google Ads Advice in 31 Minutes

Added: 2026-05-30

[00:00:00]I've been running Google Ads since 2009.

[00:00:02]In that time, I've managed over $20 million in ad spend and worked with more than a thousand businesses across just about every industry you can think of.

[00:00:10]So, when I say what I'm about to say, it's not theory. It's based on real results. In this video, I'm going to compress 17 years of experience into something you can actually use. So, I've broken down what I'm going to run through in this video into sections. And the sections are needle movers, big picture mindset, what actually matters, strategy that wins, working with Google, platform reality, leverage and team, position and market reality, execution, and long-term perspective. That's a lot to get through. I'm going to go at quite a pace. Let's get into it. Starting with needle movers. Amateurs focus on reducing CAC cost to acquire a customer.

[00:00:44]Experts focus on increasing lifetime customer value. Why? It is often much easier to increase how much a customer is worth to your business from, say, $100 to $200 than it is to reduce your cost per purchase or cost per lead from $30 to $20. Even though that increase in customer lifetime value makes you a lot more money than decreasing your cost to acquire a customer, your cost per purchase, or cost per lead in that instance. Obviously, you always want to be doing what you can to reduce your CAC, to make it cheaper for you to acquire customers. But if you can double or more how much each customer is worth to you, that will make it much easier for Google Ads to be profitable, much easier for you to scale as well because you're not worried about a small 10, 20, 30% increase in CAC because you can more than cover it with massive customer lifetime values. That's where the expert puts more time and effort and that's why they often win over the long run.

[00:01:42]Exceptional lead follow-up is more important than exceptional lead generation, and your competitors aren't doing it. I've seen instances where a business had tripled their revenue, they haven't increased ad spend, they haven't generated any more leads, they've just massively improved their lead follow-up.

[00:01:57]The difference between calling a lead same day, and within a couple of minutes of them becoming a lead is absolutely massive. The better your lead follow-up, not just speed, but also persistence, the more like you are to speak to people. The more like you are to speak to people, the more likely they are to convert. It's not sexy. It feels fairly basic, but it makes a huge difference.

[00:02:16]Brand power is the single biggest needle mover. Nothing will impact your Google Ads more than the power of brand. It's why some white t-shirts sell for next to nothing. And other white t-shirts that otherwise would be very similar, but they've got a small logo on sell for a small fortune. That's the power of brand. How can you leverage this as a Google advertiser? Well, you can spend years building your own brand, or you can look to partner with people and organizations that already have a brand.

[00:02:43]Look to use them in your ads. Look to feature them in your landing pages and in your ad copy and leverage the brand that they probably took years to build in order to improve your results. If you're looking for a silver bullet that's going to make an enormous difference overnight to Google Ads, it's doing this. Yes, it can be difficult to get those deals done. Yes, it costs money, but the impact can be enormous.

[00:03:03]Next, big picture mindset. And firstly, you are advertising in a competitive landscape. Easy for Google advertisers to forget that your job is to convince people to buy your thing and not your competitors. So you have to demonstrate in a way that your prospects can understand why they should do that logically in the real world. Is your thing better priced? Is it better? Is it more convenient? Is it more stylish? Is there more status associated with it?

[00:03:30]There has to be a reason for them to buy your thing instead of someone else's.

[00:03:34]Google Ads is not a video game.

[00:03:36]>> You are not advertising to NPCs. You are advertising in the real world to real people that have agency and are affected by real world events. You have to factor in things like seasonality, news events, has there been a technological development from your of your competitors that means that your offer is now obsolete? Are people just less interested in that now than they were previously? It's very easy to look at the platform and forget about other things. Google ad results fluctuate. Get over it. It's just something you have to accept. And the way to manage that is to look at your Google ad results over a longer time horizon. If you're looking day-to-day, you are going to see variation, particularly if you don't generate many conversions per day. Just natural variation. You might generate four one day, none the next, 11 the next. That happens. The way to analyze it is to look at on a weekly or a monthly basis. And you'll probably find that the results are far less volatile.

[00:04:25]So, where Google advertisers need to take a step back and be less emotional about their ad campaigns and look at what matters, not be dictated by real short-term swings that are bound to happen. Some leads are good, some leads are bad. That's just life. A lot of Google advertisers get really frustrated that not all the leads they generate are high quality, but it's inevitable that some of the leads that come through are spam, are bots, or people who just aren't that interested. The game is to make sure that your lead cost is low enough and your customer lifetime value is high enough that you can tolerate a proportion and potentially quite a large proportion of your leads being bad leads, but you can still convert from the rest and make a lot of money when you do so that your Google ad campaign is still very profitable. You'll live if your cost per conversion increases by 20%. This ties into previous points where I've talked about Google advertisers being overly emotional. I know a lot of particularly business owners that are running Google ads and that's their primary method of acquiring customers where how they feel that day is totally dependent on their return on ad spend that morning or their cost per lead over the last couple of days.

[00:05:29]That's silly. You need to be able to be more detached and more objective.

[00:05:35]Otherwise, you panic. You make short-term decisions. You turn things off too early. You re-engineer a whole process that just needed some more time and a little bit of tweaking instead of a whole redo. So really try and take a step back, calm down, think if my cost per lead increases by 20%, I can manage that. I can function. Maybe I need to work on my customer lifetime value. It's not the end of the world. The most successful advertisers aren't the smartest. They're the most relentless.

[00:06:01]It's really difficult to not succeed at Google Ads if you just commit to it to the long run. Commit to improving, making things better all the time. You don't have to be a genius. You just have to be willing to put in the time to learn the platform and then actually go through the steps and incrementally improve things and before you know it, often you're in a place where you consistently generate leads and sales and that's a fantastic thing for your business. Consistency beats intensity in Google Ads. It's much better to set yourself an optimization schedule that is very manageable and you go into your campaigns and you make a few adjustments and you do so on a regular cadence as opposed to setting up a campaign having a mad flurry of activity analyzing it really closely and changing everything within the first few days and then getting to a point where it's kind of working and then you just leave it. Much better to be slow and marathon pace. You don't want to sprint. If you want to go at marathon pace that will allow you to consistently introduce new ads, consistently introduce new ad creative, consistently test new offers, consistently make tweaks to your landing pages as opposed to this mad flurry and then nothing thereafter because you're burnt out and exhausted by it or your focus has moved on to other areas of your marketing or your business which I see a lot of Google advertisers do. Next section is what actually matters. So only two Google Ads metrics really matter. Either return on ad spend if you can track it accurately. Let's say people check out via your website.

[00:07:18]You're an e-commerce business and you can track your rorowass. Factor in the varying conversion values. Some people spend more on your store, some people sell less. If you can't track that, then it's cost per conversion. And you either want to be optimizing for one of those two metrics. You don't want to be optimizing in the first instance for things like click-through rate, cost per thousand impressions, anything else.

[00:07:38]Bring it back to return on ad spend or cost per conversion. Have that be your north star. And that's how you decide, does this offer work? Um, are these ads performing well? That's what you base your decisions around. Optimize campaigns based on conversion volume, not time. One of the most common questions I get is, "How long after launching a new campaign should I wait to assess the performance?" And it completely depends on how many conversions you're generating, not based on a fixed period of time. So, if you are generating 2,000 conversions a day, which some campaigns do, you might be able to make a judgment on new offers or new ads or new landing pages within a few hours. If you're generating four conversions a week, it's going to take months most likely before you know if something is performing well or not if you need to make adjustments. So, it's absolutely based on conversion volume, not time. Top tip for this is to use a statistical significance calculator.

[00:08:28]Plug in your numbers and wait until you achieve a level of statistical significance in order to decide and make a decision and optimize your campaigns.

[00:08:36]Bad data leads to bad decisions. Track everything properly. It's really important for both you and Google to be able to optimize your campaigns so that you can actually see accurately the results that are coming through. That means browser and server side tracking and that means making sure that it's accurate. You want to look at your backend numbers and your numbers with your Google ad campaign and you want them to be roughly similar. If they're miles apart, you're in trouble. Next section is strategy that wins. So start with either search, shopping, or demand gen, then expand into performance max.

[00:09:05]So, you want to start with search if you're a lead-based business, local business most likely. Start with shopping if you're e-commerce. People directly purchase through your website or start with demand genen if you're coming over from another ad platform where you've had success and you already have creative assets. Think meta ads for example. What a lot of Google advertisers will do is they'll start with say search or shopping is most likely and they will stick there. And it's fine to get started there. I think they're the easiest to understand. When you think of Google ads, you think of people searching for things, ads popping up that are relevant to their search.

[00:09:34]But you absolutely don't want to stay there forever. You want to expand, in my opinion, to Performance Max. Performance Max incorporates all the Google Ad campaign types. It's the most scalable.

[00:09:43]It's the highest leverage. It's more complicated setup, which is why I don't typically recommend it for complete beginners. But definitely once you've got one of those other options working for your business, generating conversions, expand to PMAX. Nothing allows a business to scale faster than a Google Ads campaign that works, especially if it's performance max. If you think of all the places that your ads can appear as part of Google ads, as part of a performance max campaign, you've got Google search, which obviously massive. You've got display, that's banner images on websites, apps across a lot of the internet. You've got YouTube, a whole massive advertising platform in of itself. You've got ads in discover. You've got ads on Google Maps.

[00:10:22]You've got ads in Gmail. Like the list is massive. The places where you can reach people. If you've got an offer that converts, a Google ad campaign that's performing really well, the scalability once you've got there is absolutely massive. And because a PMAX campaign incorporates all of them, you can have one vehicle that just has an enormous distribution. Obviously, if your ad campaign's good enough to justify it, scaling isn't about hacks.

[00:10:44]It's about doing more of what already works. I'd much rather you focused on the one offer, the one product range, the one service, got that to the point where it was profitable and then really scaled that as much as you possibly can.

[00:10:58]Get as much of the results, the leads, the sales as you can out of that before you start incorporating new elements.

[00:11:04]It's really easy to get distracted, split focus. You've got to go through the process again of trying to work it out in another instance. But like, if you've got something that works, let's maximize that out first. then we'll look to add in new elements is a much better way to think about it. Often you can get far better results from scaling something that's already working than trying to introduce something new and getting that to work cuz that's the part that takes the longest and that's what you want to do. Your Google Ads budget shouldn't be based on audience size. It should be based on the needs of your business. So, I'm a big fan of working back from what you need to generate and the numbers that you've already got and that dictating how much you're spending as opposed to trying to work out some perfect number that Google wants you to use. So, this is where it's really important to know your numbers because you can work back. Okay, we have capacity for 30 new clients a month, right? We convert one in four leads into a client. Okay, we need 120 leads per month then, right? What do we have in terms of cost per lead? Well, we're currently generating leads for about $40 each. Okay, so it's 120 leads, $40 each, gives us a monthly budget of $4,800.

[00:12:11]Now, those numbers could massively vary depending on your business, depending on your numbers, the scale of what it is that you want to achieve. But working back from that is a much better approach and then allows you to adjust it as your business changes and scales as opposed to just trying to work out the perfect number. Again, a question I get all the time. The longer you run ad campaigns, the bigger your advantage becomes because over time you develop a data mode. Once you've got tons of conversion volume within your ad account, you have a competitive advantage over your competitors. You will likely generate conversions cheaper and easier than they will. And that's only a process that will continue the longer you go. And it helps protect you against newcomers into your market. You also develop a brand mode. Provided people enjoy your product, your service, they have an affinity with the brand, the story behind the business, maybe the individual that's uh that's fronting it, people will come back and buy because of that. they will recommend it to friends.

[00:13:03]Because of that, you will find that if your ad appears alongside your competitor's ad, people are more likely to click on yours, more likely to convert on yours because of that brand power that we talked about right in the beginning. Next section is leverage and team. So most advertisers try to do everything themselves. That's often a mistake. Google ads success isn't one skill, it's multiple skills. So to get it right, you need to have the right strategy. You need to be able to craft great offers. You need to be able to do data analysis. Know what you're looking at, know what it means, and understand what you should do next based on the data that you see. Copywriting needs to be really good. Creative production needs to be really good. You need to be able to create highquality imagery, video, particularly for the ad campaign types that aren't just search. Landing pages need to be optimized. You need to understand CRO, design them well, make sure that they get convince people to take the next step. Conversion tracking needs to be in place and needs to be accurate, not just a simple install.

[00:13:55]very unlikely that one person is going to be great at all of those things.

[00:13:58]Personally, I'm not very good at creative production or at conversion tracking installation. The conversion tracking installation is too technical for me. I have other people that do that. The creative production, I've just never been naturally that good at design. I have other people help with that sort of stuff. So, for me, my strong points are going to be around the strategy, the data analysis, crafting offers, other elements I'm going to get um other people to do. So the businesses that scale fastest when it comes to Google ads, they understand that they either build that capabilities in-house or maybe they have one person inhouse and some external people helping with various elements. And even if you can technically do all those elements, will that generate the best results possible?

[00:14:36]As in are these things being done as well as they possibly could be or are there other people that could help with those various elements? And actually, if you want help from someone that does this every day, me, I have an inner circle where I offer 10 live calls per month where you can come on with me, talk about your Google ads, show me your ad account, we can go through your campaigns, I can offer help on the parts that I'm really good at, strategy, data, next steps, improving performance, and things along those lines. If you're interested, there is a link in the video description below. Go ahead and click on that and check it out. Next, platform reality. So, Google Ads is constantly changing. What worked 12 months ago often doesn't work today.

[00:15:13]And if you're not actively keeping up, there's a very good chance that you'd be falling behind. And the advertisers who win are the ones that keep going.

[00:15:20]They're also the ones that are willing to adjust and adapt. They take their time to make sure they're aware of the latest changes and updates. They watch videos like this. They subscribe to my channel. You know, people like me are going to try and keep you as up to date as possible. My inner circle, of course, would would help with that should you uh should you choose to join. But they're willing to adjust. It's really easy to find something that works and get stuck with it. Not change things, not look to adapt your ways of doing things. And if you do that within a year, two at most, you're going to be outdated. Your competitors who are doing that are going to um outpace you and therefore it's just work that has to be done. Next section is positioning and market reality. So if people can buy similar products cheaper on Amazon, your campaigns won't work. This come backs to some previous points where I talked about you're advertising to real people with real agency. And I have reviewed Google ad campaigns before for a commoditized product and then done a very quick Amazon search and found that there are many options for 30 40% less than what this person was trying to sell. And I was like, you don't have brand power. You don't have a differentiated product and people can get it cheaper elsewhere. This is not going to work. It doesn't matter how good your ad campaign is. You have to make it make sense for your prospects to buy yours instead of your competitors.

[00:16:34]And in that instance, certainly wasn't the case. If your offer isn't strong, no campaign structure will save you. If you've got a really strong offer, it can actually make up for a lot. You can have bad ad copy, not very good creative, and the campaign can still work. But the inverse isn't true. If your offer is weak, doesn't matter how good the rest of the campaign is, it's not going to work. For more info on offers, my best recommendation is Alex Moses's $100 million offers book. Absolutely fantastic. It talks about you know the value equation desired outcome perceived likelihood of achievement divided by time and then effort and sacrifice. How can you reduce the time it takes them to get their result? How can you reduce their effort and sacrifice? Make it more convenient. Make it more effective. How can you increase the perceived likelihood of achievement? Things like guarantees. Tons of stuff in there.

[00:17:18]Would strongly recommend you go through that because offers are super super important. Going niche allows you to charge more. This is actually one of my top tip particularly for smaller businesses competing against bigger companies that are trying to sell their products and services to the market. If you can go really niche, you can charge more and improve your conversion rates because when people see your ads are specifically for them and their circumstances, they think that's brilliant. That's more likely to get me my desired outcome. Therefore, I will buy that one or I will hire them for that and I will be more willing to pay higher amounts for that product or service cuz I think it's more likely to get people what I want as opposed to the generic option that's industrywide that may not be perfect for me. So, niche down in terms of who you serve. Niche down in terms of the problems that you help fix for them. You can charge more and stand out, particularly if you're a small fish in a big pond. Don't fight seasonality. I've seen a lot of Google advertisers make decisions that make no sense whatsoever because they're trying to smooth out their results over the year. They know that at certain times of the year they get great results. Other times of the year they get poor results.

[00:18:21]And they're trying to bring up the results during the harder times of the year, so they might spend more money then. They might put more time and effort into improving their ad campaigns then. And really that doesn't make sense. No one wants to see big drop off months, but actually you'd be better off from an overall return on ad spend point of view. Spending more when times are good, spending less when times are bad.

[00:18:44]Yes, that'll mean that your revenue has higher peaks and troughs, but overall over the year, you'll see better results. Makes more time to put more time and effort into the good times of the year and less into the bad. It's a little bit counterintuitive because like I said, a lot of advertisers are like, "Oh, I just need these bad months to be good." It's like it actually might be easier to make the good months excellent and not worry about the bad months two months. Use that as a bit of breathing space, get some extra capacity in, train new people, develop new products, things like that, and then absolutely crush it during the good times. Other ad platforms always look greener. It's very easy for Google advertisers to run into some sort of difficulty to some sort of issue with their Google ads and think, it'd be so much easier if I was just running meta ads or so much easier if I was running ads over here or there, or this is a new thing, maybe I should be running ads there. But really, consistency with the ad platform, learning it and developing your skills there is what's going to allow you to win over the long run. So, if you've been running Google Ads for a year and then you jump to a new platform, you've got to go through that same learning process all over again. And really, when it comes to advertising online, you've got Meta and Google as the two absolute Goliaths. If you start with one and eventually get round to the other, developing your skills there, and that's your main customer acquisition. That would be the case for a ton of businesses. easy to get your head turned by the brand new thing, but how much scalability is there? It's a very moving market. What you learn may well not be the case in a few months time as more competitors come over. Like I said, consistency is what wins. If you're relentless and you keep going and you're willing to adjust, very hard for you to not win over the long run. Next section is working with Google. So, I would recommend that you don't try and outsmart Google. Google advertisers often think that they're going to try and use a feature not in the way that it was intended because it might sort of trick the system into giving you extra great results that you wouldn't have otherwise got. That's just not really a thing. You are far more likely to miss out on the results that you could have got. Remember, Google is incentivized to get you results as an advertiser because the better results you get, the more money you spend with them, the more like you are to scale, the more like you are to stick around as a customer. So if you want sales, go for maximize conversions.

[00:20:49]Optimize for sales. Not don't try another optimization. If you want the best return on ad spend possible, go with maximize conversion value and try and get the best return on ad spend.

[00:21:00]Trying to be clever, trying to outsmart the system very often backfires. Most of Google's recommendations are actually beneficial. So when you're creating your Google ad campaigns or analyzing them, you will see all sorts of recommendations to do various things.

[00:21:12]the vast majority of things you actually want to use, they will help you improve your results. When you see things pop up like make your headlines more unique or add more descriptions to your ads, that's likely to help improve performance. Add new vertical videos to your asset group in a performance max campaign. That's likely to help improve your performance. Now, we do need to be a little bit conscious and aware as an advertiser and just double check, are there points at which Google's incentives diverge from my incentives?

[00:21:38]So, if Google's recommending that you increase your budget to generate more conversion volume, that might be good advice, but you also have to run that through a will this be beneficial for my business? No, I actually don't have capacity to scale up or we're not profitable yet, so I don't want to spend more. I want to get profitable first before we increase. So, there are a few things that you need to sense check, but a lot of them are beneficial. Like I just said, they're trying to get us good results. That helps us and them over the long run, and you can go ahead and implement them. Use Google's AI tools, but don't do so blindly. So, I'm a big fan of letting Google help you with copy generation or increasingly so >> creative asset generation, imagery, and video with the integration of VO for example.

[00:22:21]>> But you need to be the filter as the advertiser. You need to make sure, okay, Google generated this stuff for us. I'm going to go through it. Yes, I like that. Yes, I like that. No, I don't like that one. Nah, that headline doesn't work for us. Get rid of it. A lot of Google advertisers tend to fall into one camp. they either don't use them and they're like, "Nah, I'm gonna make it myself." Or they do use them and they're like, "Hey, Google's just done it all for me." Often best to take that middle approach. Use it for massive time saving, coming up with options you wouldn't otherwise have thought of, making recommendations that can help improve your performance. But you have to protect the brand and how your products and services are presented to your prospects. And therefore, there might be things that you decide not to use that Google's been able to generate for you. Your results will only be as good as the data you analyze. You need to be able to make decisions based on accurate data so that you can actually improve your Google ad performance and you're not just guessing. With that in mind, I want to vally let you know about Hyris. Hyris is fantastic tracking and attribution software and can really help you improve your Google ad results. It's a software that all the big players in the industry use, including myself. I use it to track results for my own ads across multiple platforms, including Google Ads and all my organic results as well, which is super helpful. So someone for example comes through and books a call for our done for you services, I can see exactly where that person came from. This is particularly important if you're running ads across multiple channels or generating customers organically as well. Without accurate data, you are flying blind and knowledge is power. So let me show you how important this is. So I'm here in my Hyros dashboard. I'm going to take a look at the data and the results that Hyros has been able to track and compare those to what I'm seeing within my Google Ad account for the same campaign.

[00:23:53]So this is a Google ad campaign that we've been running. We're only looking at data for a few days here, but it really demonstrates what's going on. So you can see Hyros has registered, six leads generated, a cost per leader just over £15, 75 clicks. It's just a branded search campaign, hence why the CTR is is 30%. So not a huge amount going on, but representative, right? So that's the data we can see within High. If I jump over to my Google ad account, we look at the exact same campaign, same time frame, you know, we've got May 21st to uh to 27th. You can see a lot of the data matches up, right? We've got 75 clicks, 30% CTR just like before. But if we scroll over, you can see that Google has only registered three conversions as opposed to the six. So, it's registered half the number of conversions. And I can tell you looking at the backend data that the six from highros is the accurate number. And that's why this is so important because we might look at the Google Ads data and come to the wrong conclusion, think this isn't profitable, turn stuff off when we shouldn't, but we can verify it with the high-risisk data and make much better, more informed decisions and end up with better overall ad results because of it.

[00:24:51]So, if you want to improve the performance of your Google ad campaigns and be able to see exactly where your leads and sales are coming from, go ahead and sign up to Hyros. There is a link in the video description. Next section is execution, which is where most people mess up. So, firstly, get your campaign structure right. This is going to depend on your business and what it is that you're offering. I have a separate video that runs you through campaign structure, gives you the different scenarios. Strongly recommend you check that out. You can find that on my channel. Don't over complicate things. I'd much rather you did one thing within Google Ads really well than tried to have lots of different complex elements interacting with each other and everything ends up being done averely well because you just don't have the head space and the time and the data to be able to optimize all those elements.

[00:25:32]Let's do one thing. Let's do it really well. Let's get to a point where we've really milked that and got all the results we can out of it and then look to expand to other things and make things more complicated if need be.

[00:25:42]Honestly, even in those scenarios, they rarely need to be more complicated and advertisers are far more likely to make things too complicated than make them too simple. Your landing page matters more than you think. I've seen a lot of Google advertisers put 90 plus% of their time and effort into the ad platform itself and their landing page is somewhat of an afterthought. That's silly. what people do after the click, the post-click experience is absolutely pivotal in terms of convincing people to either convert or not to take the action that you want them to take. You absolutely need to be putting time and effort into your landing page as well.

[00:26:14]Often people don't do that because it's harder to track and understand and follow, but there are lots of software options depending on what website you're using, landing page, etc. to be able to run AB tests, to be able to do CRO, to spend a little bit of time working out, okay, if I add some call to action buttons here, will that help improve performance? If I test this flow versus this flow, which one helps improve performance? Really think about that postclick experience. And creative is becoming increasingly important in Google Ads. I've already talked about the importance of expanding from just a search campaign to other campaign types.

[00:26:45]And often you get much cheaper impressions, potentially cheaper conversions elsewhere because it's not as highly valued as search. So a lot of competitors are spending loads of their budget on search when there's so much uh potential elsewhere. Like I said, cheaper impressions to be had. And Google advertisers, I think more than other types of advertisers, treat creative again as a bit of an afterthought often because they come from a search background, very textheavy, quite easy to set up.

[00:27:11]Whereas, if you're running meta ads, you know from day one that the ad creative, imagery, video is going to be really important, right? So, it's more of a central focus. But in all the other areas of Google Ads, it's really important. Display, it's imagery and video. It's going to convince them to take action or not. Think about the ads on YouTube. The creative asset is everything. It's what's going to grab their attention or not. convince them to do the thing or not. So, I think Google advertisers need to put a lot more time and effort into their creative. Really think about that as a potential for competitive advantage because your competitors aren't doing a very good job of it either either. I talked earlier about looking to partner with influencers and creators that have personal brands who a will produce high quality creative for you because they're good at that otherwise they wouldn't become an influencer and creator in the first place. B they have scroll stopping and attention grabbing power so people pay attention to your ads. and see their recommendation carries weight. One of the easiest ways to make sure you produce high quality creative, particularly if you're not naturally good at it yourself or don't have the in-house um capabilities. If you're not testing, you're guessing. It's very easy to make optimization decisions just based on feel. Oh, I kind of like the idea of this one. But we don't need to do that. We can take a look at the actual data, analyze what's going on, and make a decision that is databacked.

[00:28:25]Doing that can take more time because you might need to wait for statistical significance for example. But whenever you then are making a decision and an optimization, you are doing so based on real data and your conclusion is accurate. It's not just feel, which you then may need to go back on later down the line. You'd be like, "No, we've run the test. We know this works better.

[00:28:44]We're therefore not going to do this other stuff at all. We're going to focus on this and then run some more tests."

[00:28:50]And lastly, long-term perspective. So, please ignore the noise >> that Google Ads is dying.

[00:28:56]>> People have been saying that every month since I first started running Google Ads in 2009. You can find Reddit threads and comments and all sorts of people like Google Ads is dying. The reason why that's constant and will always be constant and is noise and should be ignored is that the platform is constantly updating and evolving. What that means is that when someone's got something worked out and then it changes on them, instead of thinking the platform has changed, I need to update my way of doing things. They just declare Google Ads is dead. They aren't taking responsibility for it. They'd much rather outsource the blame to the platform instead of analyzing what they could do. That doesn't help you in the long run. That removes your agency, your ability to improve the situation. Much better to think, okay, something has changed. If you do see a drop in results, how can I adapt to the new scenario? One of the great things about change is that it creates opportunity.

[00:29:43]It's why the same businesses that are succeeding now won't always be the ones succeeding on Google Ads because there will be new people that come in and adapt to different ways of doing things and you could be one of them, right?

[00:29:53]You're not competing against the advertisers who've got all Google ad impressions sewn up for the last decade.

[00:29:59]So, it's a good thing for the marketplace. And yeah, just ignore the noise. You're always going to see it.

[00:30:04]I've been seeing it constantly since then. Are Google ads going to change?

[00:30:08]Absolutely. Right now we're seeing massive change with a more AI based search experience and Google rolling out ads into its AI based products like AI mode, AI overviews, even ads in Gemini fairly recently talked about. So there's going to be change. Change creates opportunity. What's not going to happen anytime soon is that Google Ads is going to die. One of the most profitable companies ever. They have massive resources. They're very much a big player in the transition to the new AI search experience. And even if Google lost the entire search market, Google Ads would still be a massive platform with all the other ad types like display, YouTube, uh, discover, Gmail, etc., etc. So, I mentioned it a minute ago, but next I'd recommend you check out this video. In that video, I run through Google ad campaign structure, the one you want to use depending on your circumstances. If you're not 100% convinced that the structure you're using is correct, go ahead and give this a