If you've ever looked at your search terms report in Google Ads and noticed a section labeled "other search terms" and thought, "Huh, what's going on here?" - then this is the episode for you! (Niche, I know). While there is no magic trick to completely override user privacy, host Jyll Saskin Gales has a smart workaround you can use to gain deeper visibility into what those hidden queries actually are.

In this tactical episode 144 of Inside Google Ads, Jyll explains how to bridge the gap between Google Ads and Google Search Console to uncover hidden search behaviour. Learn a clever spreadsheet technique to isolate unique, long-tail queries, and discover how to spot queries driven by AI search modes. Whether you want to refine your negative keyword strategy or better align your ad copy and landing page messaging with real user intent, this episode gives you a practical method to see what is hiding behind your performance data.

Key Topics Discussed:

• Understanding why Google hides a significant percentage of search terms in your Google Ads account
• How to use Google Search Console alongside your landing page URLs to uncover organic search queries
• A step-by-step spreadsheet formula using character length to sort and analyze unique, long-tail search intent
• Identifying queries that surface in AI search modes that Google Ads does not yet display
• Practical ways to use this hidden data to refine your negative keyword lists and optimize ad copy

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode144

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=episode144

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses.

Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode144

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

Customer Lifecycle Goals are one of the most misused features in Google Ads - and Google Ads Coach Jyll Saskin Gales has had enough! In episode 143 of the Inside Google Ads podcast, Jyll breaks down the good, the bad, and the ugly truth about Customer Lifecycle Goals. From New Customer Acquisition (NCA) to Customer Retention, Jyll clears up common misconceptions and explains how these features combine audience targeting and value-based Smart Bidding.

You will learn how campaign-level acquisition and retention settings work, why many account setups inadvertently inflate reported ROAS, and why these tools are often complete overkill for smaller accounts. Plus, Jyll introduces her simple "1% Rule" to help you quickly figure out whether your customer match list is actually large enough to benefit from these complex configurations, or if you should stick to basic audience targeting and exclusions.

Key Topics Discussed:
- Understanding Customer Acquisition Goals and New Prospect Mode
- How Customer Retention Goals work and how they differ from traditional retargeting
- The 1% Rule for deciding if Customer Lifecycle Goals fit your target market size
- Why campaign value adjustments can artificially inflate reported ROAS
- Common Performance Max setup mistakes with audience signals and retargeting lists

This episode is based on Jyll's recent article for Search Engine Journal called "Customer Lifecycle Goals: The Good, The Bad, The Ugly." You can read the article here: https://www.searchenginejournal.com/customer-lifecycle-goals-the-good-the-bad-the-ugly/588192/

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode143

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=episode143

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode143

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

Black Friday and Cyber Monday are right around the corner. Are your Google Ads ready for peak holiday shopping?

In episode 142 of the Inside Google Ads podcast, host Jyll Saskin Gales break down the latest Google Ads updates that e-commerce business owners need to care about right now - in conversation with Chloe Thomas, host of the Keep Optimising podcast. Jyll cuts through the noise to share practical strategies across bidding, targeting, and creative.

You will learn how to leverage newly available bidding strategies, optimize customer lifecycle goals without blowing your budget, and prepare your product feeds for Google's newest AI features. Plus, Jyll shares top tips on using low-budget video campaigns to build brand demand before the holiday rush hits. Whether you are running standard Shopping, Performance Max, or Search campaigns, this conversation gives you a clear playbook to prepare your account for maximum return this holiday season.

Key Topics Discussed:

• Why Maximize Conversion Value is a game-changer for standard Shopping campaigns
• How to prepare for promotion mode, seasonal bid adjustments, and budget tweaks
• Setting up customer lifecycle goals properly to target new vs. existing buyers
• What AI Max for Shopping is and how it bridges standard Shopping and PMax
• Essential updates to Google Merchant Center feeds, including video and lifestyle attributes
• How to build mid-funnel awareness on a small budget using Demand Gen and YouTube

You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode142

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=episode142

Inside Google Ads course
More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode142

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