The Google Ads Podcast with Fexingo: Search Ads, Display, and PPC Campaign Strategy
Lucas and Luna dissect the mechanics of Google Ads — search, display, and PPC campaign strategy — as a systematic pursuit of measurable return, not a guessing game. Each episode traces a single campaign thread: how a mid-size DTC brand structured its Shopping ads to lower CPA by 18% over 90 days, why a B2B SaaS company shifted budget from broad match to phrase match and saw lead quality jump, or what the latest Google Ads API changes mean for third-party bid management tools. They examine the actual auction dynamics — Quality Score thresholds, ad rank floors, impression share constraints — and weigh trade-offs between automated and manual bidding, between responsive search ads and expanded text ads, between network selection and placement exclusions. Lucas brings the numbers: cost-per-click trends across verticals, CTR benchmarks from a 500-campaign analysis, and the math behind marginal ROAS decisions. Luna tests those numbers against practitioner reality: What happens when a client's landing page load time exceeds three seconds? How do you explain a 7% conversion rate drop after a broad match opening? Together, they build a practical model for thinking about paid search as a comprehensive, results-driven discipline.
Episodes
How Google Ads Scripts Automate PPC Reporting
In episode 167 of The Google Ads Podcast, Lucas and Luna dive into Google Ads scripts—the underused automation layer that lets you pull custom reports, flag anomalies, and adjust bids straight from the Ads interface. They walk through a concrete example: a script that emails a daily account-health summary to a marketing team. They discuss the learning curve, where scripts beat Performance Max and
How Google Ads Search Term Reports Reveal Hidden Query Intent
In this episode of The Google Ads Podcast, Lucas and Luna dig into the search term report — the tool that shows the exact queries behind your clicks. They break down why the report is often ignored, how to read it like a data analyst, and how a simple search-term audit can turn hidden query intent into smarter bidding, sharper negatives, and better ad copy. Using a fictional home-services client a
Google Ads Auction Insights Data for Competitive Bidding
In this episode of the Google Ads Podcast with Fexingo, Lucas and Luna dig into Auction Insights—a report most PPC managers glance at but rarely use strategically. They break down what the metrics actually mean (impression share, overlap rate, outranking share) and how to turn that data into smarter bid decisions. Using a fictional example of a mid-sized home services company competing against nat
How Google Ads Skag Structure Survives in 2026
In this episode, Lucas and Luna explore the surprising resilience of Single Keyword Ad Groups — SKAGs — in the 2026 Google Ads landscape. While many experts declared SKAGs dead with the rise of Responsive Search Ads and broad match, a new wave of advertisers are quietly reviving them for high-intent, low-volume keywords. Lucas breaks down the actual numbers: a 27% lower cost per conversion on SKAG
How Google Ads Auction-Time Bidding Works in 2026
In Episode 163 of The Google Ads Podcast, Lucas and Luna dive into Google Ads auction-time bidding — the mechanism that decides which ad wins each search auction and what you actually pay. They explain how advertiser bid, Quality Score, and expected impact of ad formats combine at the moment of auction, and why it matters for your PPC strategy in 2026. The episode centers on a real-world example:
How Google Ads Quality Score Actually Works in 2026
In episode 162, Lucas and Luna dig into Google Ads Quality Score in 2026. They unpack what it is, how it's calculated, and why it still matters for your cost per click and ad rank. With privacy changes and AI-driven bidding, they explain why Quality Score remains a cornerstone of PPC strategy. They break down the three components — expected click-through rate, ad relevance, and landing page experi
How Google Ads Callout Extensions Drive Clicks
Callout extensions are the most underused ad extension in Google Ads. In episode 161 of The Google Ads Podcast, Lucas and Luna show how a small home-services company lifted click-through rate by 27 percent just by adding three callout lines. They break down what callouts do, how they differ from sitelinks, where to place them in the ad rank, and why quality callouts can actually lower cost per cli
How Google Ads Brand Search CPCs Rewrite Bidding Strategy
Brand search campaigns are quietly eating PPC budgets in 2026. Lucas and Luna dig into why average cost-per-click on branded terms has climbed nearly 40 percent since 2023, how competitor conquesting and Performance Max blurred the line between brand and non-brand, and what that means for your auction strategy. They walk through a concrete example: a mid-sized e-commerce brand that stopped bidding
How Google Ads Responsive Search Ads Handle Character Limits
In episode 159 of The Google Ads Podcast, Lucas and Luna unpack the technical reality behind responsive search ad character limits in 2026. They explain why Google's stated 30-character headline limit and 90-character description limit are just the beginning — and how the machine learning models that assemble your ads actually treat those limits. Learn how the system scores combinations, why some
How Google Ads Location Extensions Drive Store Visits
In episode 158 of the Google Ads Podcast with Fexingo, Lucas and Luna dive deep into location extensions — the ad format that turns search ads into store visit drivers. They break down how location extensions work in 2026, why the average brick-and-mortar retailer sees a 1.5 percent lift in store visits when they add them, and how to set them up with Google Business Profile. They also tackle the t
How Google Ads Audience Segments Work in 2026
In this episode of the Google Ads Podcast, Lucas and Luna dive into the evolving world of audience segments in Google Ads, focusing on how first-party data and AI-driven insights are reshaping targeting in 2026. They discuss the shift from third-party cookies to first-party strategies, practical tips for building effective custom segments, and the surprising power of combining audience signals wit
How Broad Match Keywords Work in 2026
In this episode of The Google Ads Podcast, Lucas and Luna demystify broad match keywords in 2026, walking through how Google's machine learning has transformed them from a budget-drainer into a tool for discovery when used with Smart Bidding. They unpack a concrete example from a fictional outdoor gear retailer to show how broad match can uncover new search terms you'd never think to target, while
How Google Ads Ad Strength Scores Affect Your Search Ads
In Episode 155 of The Google Ads Podcast, Lucas and Luna break down how Google Ads Ad Strength scores actually work in 2026. They walk through why a high Ad Strength score isn't a guarantee of high click-through rates, using a real-world example of a home-services client whose 'Excellent' rated ads underperformed. They explain the components of Ad Strength, how it ties into Responsive Search Ads,
How Google Ads Custom Audiences Work in 2026
In Episode 154, Lucas and Luna dive deep into Google Ads custom audiences—segments built from your own data, not just Google's pre-made lists. They break down how custom intent and custom affinity audiences differ, why combining them with keyword data can sharpen your targeting, and how a local bakery used custom audiences to double their click-through rate. Along the way, they explore the role of
How Google Ads Campaign Experiments Cut Wasted Spend
In episode 153 of The Google Ads Podcast, Lucas and Luna dig into campaign experiments—Google Ads' built-in A/B testing tool—and how running them properly can cut wasted spend. They walk through the mechanics of an experiment: splitting traffic, setting a custom objective, and letting the system tell you when a new version is statistically better. They use a concrete example: a mid-sized e-commerc
How Google Ads Keyword Insertion Backfires and How to Fix It
In this episode, Lucas and Luna unpack the hidden risks of Google Ads keyword insertion. While dynamic headlines can boost relevance, they can also produce embarrassing mismatches that hurt quality score and conversions. Lucas shares a concrete example of a plumbing company whose ad read 'Emergency Plumber for 3-Bedroom Fixer-Upper' when it matched a listing query, and explains why Google's automa
Sitelink Extensions That Actually Lift Your CTR
On this episode of The Google Ads Podcast, Lucas and Luna drill into sitelink extensions—the most underused ad extension in your PPC toolkit. They break down how sitelinks can boost your click-through rate by up to 30 percent when done right, and why most advertisers get them wrong by just listing generic pages. Using a concrete example from a mid-sized e-commerce brand, they walk through the anat
How Google Ads Smart Bidding Adapts to Privacy Changes
In this episode, Lucas and Luna explore how Google Ads Smart Bidding has evolved to handle privacy-era signals like Consent Mode and the loss of third-party cookies. They break down the shift from user-level to conversion-based optimization, using a hypothetical e-commerce client to illustrate real-world impact. Learn how machine learning models now rely on first-party data and predictive signals,
How Google Ads Performance Max Reallocates Budget Across Channels
In Episode 149 of the Google Ads Podcast, Lucas and Luna dig into Performance Max campaigns and how Google's AI decides where to spend your budget across Search, Display, YouTube, and more. They explore the shift from keyword-level control to portfolio-level optimization, using a mid-sized e-commerce example to illustrate how a single budget can move fluidly between channels as signals change. The
How Google Ads Automated Rules Manage Your PPC Campaigns
In episode 148 of The Google Ads Podcast with Fexingo, Lucas and Luna explore how Google Ads automated rules can save time and improve campaign performance in 2026. They break down a real-world scenario where a small e-commerce brand used rules to pause poor-performing keywords, adjust budgets, and schedule ad delivery — all without constant manual oversight. The discussion covers the types of rul
How Google Ads RSA Character Limits Shape Your Ad Copy
In this episode, Lucas and Luna dig into the 2026 responsive search ad character limits and how they quietly shape every headline and description you write. They break down the new 54-character headline limit and the 90-character description rule, then walk through a real furniture-store example to show why stuffing keywords into every line is a mistake. They also compare RSA performance against o
How Google Ads Negative Keyword Lists Save Your Budget
In episode 146 of The Google Ads Podcast with Fexingo, Lucas and Luna dig into the unsung hero of paid search: negative keyword lists. They explore how a well-maintained shared negative list can slash wasted spend, improve quality score, and give your campaigns room to breathe. Using a real-world example from a mid-sized e-commerce client, they show how adding 'free', 'job', and 'diy' as negatives
How Google Ads Ad Extensions Boost CTR in 2026
Learn how Google Ads sitelink extensions, callouts, and structured snippets can increase your click-through rates by up to 15% in 2026. Lucas and Luna dive into best practices, common mistakes, and a real-world case study showing how a home services company improved their PPC performance with proper ad extension optimization. Discover why more extensions aren't always better and how to align them
How Google Ads Demand Gen Campaigns Work in 2026
Lucas and Luna dive into Google Ads Demand Gen campaigns — the ad format designed to capture attention on YouTube, Discover, and Gmail. They break down how Demand Gen differs from Performance Max, using audience signals and custom creative assets to drive consideration. Lucas shares a case study of a DTC luggage brand that used Demand Gen to boost product launch awareness by 34% while lowering cos
How to Use Google Ads Ad Customizers for Dynamic Headlines
In this episode of The Google Ads Podcast, Lucas and Luna dive into ad customizers—a powerful Google Ads feature that lets you dynamically insert countdown timers, location details, and custom text into your ad headlines. They share a case study showing a 20 percent increase in click-through rate for a retailer using countdown ads for a weekend sale. Lucas explains how to set up ad customizer feed
Google Shopping Campaigns and AI Product Images in 2026
Episode 142 of The Google Ads Podcast with Fexingo examines how Google's automated product imagery for Shopping campaigns is changing PPC performance. Lucas and Luna break down a real-world case where AI-generated images boosted click-through rates by 20 percent but hurt conversion rates, and discuss strategies for balancing automation with feed quality. They cover product title optimization, GTIN
How Google Ads Offline Conversion Tracking Boosts PPC Results
Lucas and Luna dive into Google Ads Offline Conversion Tracking, a powerful but underused feature that connects clicks to real-world sales. Using a car dealership case study, they explain how importing offline conversions (like test drives or signed contracts) can transform campaign optimization. Learn the setup process, common pitfalls, and why this feature is critical for lead gen advertisers in
How Google Ads Customer Match Drives Repeat Sales in 2026
Episode 140 of The Google Ads Podcast with Fexingo dives into Google Ads Customer Match – the targeting tool that lets advertisers upload their own customer email lists to reach existing buyers on Search, Shopping, YouTube, and Gmail. Lucas and Luna break down how a mid-sized outdoor apparel retailer used Customer Match to boost repeat purchase rate by 34% while navigating Google's stricter consen
How Google Ads In-Market Audiences Work in 2026
Lucas and Luna explore Google Ads in-market audience segments: how Google builds them from search and browsing signals, how they differ from affinity and custom audiences, and a concrete example from an outdoor gear retailer showing a 30% lower cost-per-click. They discuss bid strategies, audience overlap, and why in-market audiences are becoming more critical as third-party cookies fade. Plus: a
How Negative Keywords Sharpen Your Google Ads Performance
Lucas and Luna dive into the unsung hero of profitable Google Ads campaigns: negative keywords. They examine a real case where a home-services account waste 62% of impressions on irrelevant queries, then break down how to build a negative keyword strategy that protects your budget. Learn the difference between phrase-match and exact-match negatives, how to mine search-term reports for low-hanging
How Google Ads Drafts and Experiments Drive Better PPC Decisions
In Episode 137 of The Google Ads Podcast with Fexingo, Lucas and Luna dive into the practical world of campaign drafts and experiments. They explain how advertisers can test changes like bid adjustments, ad copy, and audiences without risking live budgets—using a real-world example from BrightPath Home Services, which ran a 50/50 experiment and saw a 12% improvement in conversion rate. The hosts d
How Google Ads Dynamic Search Ads Work in 2026
In this episode of The Google Ads Podcast, Lucas and Luna dive into Dynamic Search Ads (DSA) — Google's automated targeting solution that uses your website content to match search queries. They break down how DSA works in 2026, including improvements in page feed controls and negative keyword integration. Using a real-world example of an e-commerce retailer with 10,000 product pages, they discuss
How Google Ads Enhanced Conversions Work in 2026
Episode 135 of The Google Ads Podcast dives into Enhanced Conversions, Google's answer to the cookie phase-out. Lucas and Luna explain how first-party data hashing improves conversion tracking accuracy, using real examples like an e-commerce store recovering 30% of previously unseen conversions. They cover setup steps, privacy compliance, and the impact on Smart Bidding performance. The episode in
How Google Ads Attribution Models Change Your PPC Results
Join Lucas and Luna as they break down the shift from last-click to data-driven attribution in Google Ads. Drawing on Google's internal studies and a real-world travel company case, they explain how data-driven attribution can reassign conversion credit across touchpoints, potentially increasing conversion volume by 15% at the same CPA. Learn when to switch, how to set it up, common pitfalls like
How Google Ads Local Campaigns Drive Foot Traffic in 2026
In Episode 133 of The Google Ads Podcast, Lucas and Luna dive into Google Ads' local campaign tools for brick-and-mortar businesses. They open with a specific case: a chain of three coffee shops in Austin, Texas, that used location extensions and Local Inventory Ads to boost foot traffic by 34% in six weeks. Lucas explains how location assets work with Smart Bidding to optimize for store visits, a
How Google Ads Call-Only Campaigns Drive Phone Leads
In Episode 132 of The Google Ads Podcast with Fexingo, Lucas and Luna dive into call-only campaigns—a powerful but often overlooked PPC format that prioritizes phone calls over clicks. They break down when call-only works best (think emergency services, high-ticket services, and local businesses), how to optimize bid adjustments for call length and schedule, and the key pitfalls like accidental cl
How Google Ads Ad Strength Scores Impact Campaign Performance
In this episode of The Google Ads Podcast, Lucas and Luna dive into Google Ads' Ad Strength score—a metric that evaluates the relevance, diversity, and quality of your responsive search ads. They unpack how Ad Strength affects auction eligibility, actual performance data showing that 'Excellent' rated ads can see 5-12% higher click-through rates and 3-8% lower cost-per-click compared to 'Poor' rat
How Google Ads Keyword Match Types Work in 2026
In this episode, Lucas and Luna dive deep into Google Ads keyword match types as of mid-2026. With broad match now powered by machine learning and phrase match behaving like a hybrid, many advertisers are confused about when to use each. Lucas breaks down the actual differences between broad, phrase, and exact match today, using a real example of a home services company that tested all three. They
How Google Ads Smart Bidding Uses Seasonality Adjustments in 2026
In this episode of The Google Ads Podcast with Fexingo, Lucas and Luna break down how Google Ads Smart Bidding handles seasonal demand shifts in 2026. They explore the Seasonality Adjustments feature, which lets advertisers tell the bidding algorithm about anticipated conversion rate changes—like Black Friday spikes or inventory-driven dips. The hosts walk through a real example: a mid-size retail
How Google Ads Budget Pacing Controls Costs in 2026
Lucas and Luna break down Google Ads budget pacing in 2026—how shared budgets, delivery methods, and portfolio bid strategies keep campaigns from burning through spend before peak hours. They walk through a real example: a $20,000 monthly budget on a standard shopping campaign, showing how 'accelerated' versus 'standard' delivery changes hour-by-hour cost patterns. Luna explains how the enhanced c
How Google Ads Performance Max Campaigns Optimize Across Channels
In this episode of The Google Ads Podcast with Fexingo, Lucas and Luna unpack how Google Ads Performance Max campaigns work in mid-2026. They break down the real mechanics behind the 'black box': how machine learning allocates budget across Search, Display, YouTube, Gmail, and Discovery, and which auction signals actually drive decisions. Lucas shares a specific case from a mid-market e-commerce c
How Google Ads Landing Page Quality Score Changes in 2026
Episode 126 of the Google Ads Podcast at Fexingo unpacks the biggest change to Quality Score in a decade: Google now factors landing page loading speed and mobile interactivity directly into the keyword-level score. Lucas and Luna break down the August 2025 update, the shift from 'landing page experience' to a data-driven 'landing page quality' signal, and how a 0.3-second delay in Largest Content
How Google Ads Ad Rotation Settings Affect Campaign Performance in 2026
In this episode of The Google Ads Podcast, Lucas and Luna tackle a subtle but powerful lever in PPC optimization: ad rotation settings. As of mid-2026, Google has simplified the options to just three — Optimize, Rotate Indefinitely, and Rotate Evenly. The hosts break down how each affects ad delivery, machine learning signals, and campaign cost efficiency. Lucas shares a case study from a mid-size
Google Ads Call Extensions for SMB Lead Gen
In this episode, Lucas and Luna dive into the specific tactics that make Google Ads call extensions work for small and medium businesses. They break down the difference between call-only campaigns and call extensions on search ads, analyze when to use call forwarding versus a direct business number, and discuss the impact of call conversion tracking on ad rank. Using the real-world example of a lo
How Google Ads Audience Exclusions Sharpen Your PPC Targeting
In this episode of The Google Ads Podcast, Lucas and Luna dive into one of the most underutilized features in paid search: audience exclusions. They explore how layering exclusions on top of your targeting—whether for Performance Max, Display, or Search campaigns—can dramatically reduce wasted spend and improve conversion rates. Lucas breaks down a case study from a mid-market e-commerce brand tha
How Google Ads Responsive Search Ads Use Machine Learning in 2026
Lucas and Luna break down how Responsive Search Ads (RSAs) have evolved in 2026, with Google's AI now dynamically assembling headlines and descriptions at auction time. They dive into a case study from an e-commerce brand that tested 15 headline variations against a static control, seeing a 22% lift in click-through rate after the system learned for three weeks. The hosts discuss best practices fo
How Google Ads Experiment ID Prevents Ad Fatigue in 2026
Lucas and Luna explore the problem of ad fatigue in Google Ads campaigns — when audiences stop responding because they've seen the same creative too many times. They dive into the overlooked Experiment ID strategy: how to set up parallel experiments that rotate ad creatives before fatigue hits, measure incremental lift using the Ad Strength metric, and automate refreshes with custom scripts. They
How Google Ads Auction-Time Budgeting Works in 2026
Lucas and Luna dive into the mechanics of Google Ads auction-time budgeting, a feature that adjusts campaign spend based on real-time auction dynamics. They explain how this differs from traditional daily budgets, the role of bid strategies like Target CPA and Target ROAS, and why it matters for advertisers navigating the 2026 landscape. Using a hypothetical example of a mid-market e-commerce bran
How Google Ads Broad Match Keywords Work in 2026
Lucas and Luna unpack how Google Ads broad match keywords have evolved in 2026, moving from a budget-wasting default to an AI-powered signal. They walk through a concrete case: a mid-size outdoor gear retailer that replaced exact match with broad match and saw a 34 percent increase in conversions while maintaining cost per acquisition. The hosts explain Smart Bidding's role, how Google's language
How Google Ads Brand Suitability Controls Work in 2026
In this episode of The Google Ads Podcast, Lucas and Luna dive into brand suitability controls in Google Ads in 2026. They break down the difference between brand safety and brand suitability, how content adjacency settings work, and how to use placement exclusions, content labels, and sensitive category blocks. Lucas shares a specific example of a mid-sized retailer that saved 12% of its display
How Google Ads Customer Match Boosts PPC Performance in 2026
In this episode of The Google Ads Podcast with Fexingo, Lucas and Luna dive into Google Ads Customer Match — the targeting feature that lets advertisers upload their own customer email lists to reach existing customers and find lookalike audiences. They break down how a mid-sized e-commerce brand used Customer Match to reduce cost-per-acquisition by 23% and increase repeat purchase rate by 18% ove
How Google Ads Audience Segments Power Smarter Bidding
Lucas and Luna dive into Google Ads audience segments — not just targeting, but how they feed Smart Bidding signals. They break down the difference between your data segments (remarketing, customer match) and Google's affinity/in-market segments, and explain why layering audience observation onto a broad match campaign can improve conversion rates without shrinking reach. A real example from a mid
How Google Ads Customizer Showcases Personalize PPC at Scale
In this episode of The Google Ads Podcast, hosts Lucas and Luna dive deep into Google Ads ad customizers, the built-in feature that lets advertisers insert dynamic text into ad copy based on audience, device, location, time, or product data. Lucas explains how customizers work under the hood, using business data feeds and feed attributes to create thousands of ad variations without manual work. He
How Google Ads Audience Insights Reveal Buying Intent
In this episode of The Google Ads Podcast with Fexingo, Lucas and Luna dive into how Audience Insights can transform your PPC strategy. Using the example of a mid-sized outdoor gear retailer, they walk through interpreting in-market segments, affinity categories, and demographic overlays. Lucas explains how to spot hidden buying signals in your campaign data, while Luna shares a real-world case wh
How Google Ads Negative Keywords Stop Wasted Spend
Lucas and Luna dive into the art and science of negative keywords in Google Ads — the unsung heroes of PPC efficiency. Using the example of a mid-market DTC brand that cut cost-per-acquisition by 18 percent in six weeks, they explore match types for negatives, how to mine search term reports for exclusion opportunities, and why a negative keyword list is a living asset, not a set-it-and-forget-it
How Google Ads Campaign Experiments work in 2026
Episode 112 of The Google Ads Podcast digs into Google Ads Campaign Experiments (formerly Drafts and Experiments). Lucas and Luna break down how to set up A/B tests on bidding, audiences, and landing pages without risking your main campaign budget. They walk through a real example from a mid-market DTC brand that used an experiment to shift from maximize clicks to target CPA, and how the tool's 20
How Google Ads Custom Intent Audiences Find High Intent Buyers
In episode 111 of The Google Ads Podcast, Lucas and Luna explore how Custom Intent audiences let PPC advertisers target people actively researching specific products or services — without relying on third-party cookies. Lucas breaks down how Google builds these audiences from real-time search behavior, and explains why Custom Intent often outperforms In-Market audiences for niche or B2B offers. Th
How Google Ads Dynamic Search Ads Target Without Keywords
Episode 110 of The Google Ads Podcast with Fexingo. Lucas and Luna explore Google Ads Dynamic Search Ads (DSA), a campaign type that targets users based on your website content rather than keywords. Lucas breaks down how DSA uses Google's organic index to match queries, when to use it over traditional keyword campaigns, and the surprising pitfalls—like serving ads for irrelevant pages. He shares a
How Google Ads Brand Lift Studies Measure PPC Impact
Lucas and Luna explore how Google Ads Brand Lift studies work in 2026 — the measurement methodology, survey design, and real-world application for marketers. They break down how randomized controlled trials within Google's ad ecosystem measure brand awareness, ad recall, and consideration, using a case study from a mid-market DTC apparel brand that ran a six-week brand lift study alongside a Perfo
How Google Ads Conversion Delay Modeling Adjusts Attribution
Episode 108 of The Google Ads Podcast with Fexingo explores how conversion delay modeling changes the way advertisers interpret attribution windows. Lucas and Luna break down the difference between click-through and view-through conversions, why Google's default 30-day window can mislead budget allocation, and how real-world data from a mid-market e-commerce campaign showed a 40 percent lift in vi
Google Ads Brand Vs Non-Brand Keyword Strategy in 2026
Episode 107 of The Google Ads Podcast with Fexingo breaks down the strategic split between brand and non-brand keywords in 2026. Lucas and Luna analyze a real mid-market e-commerce case — an outdoor gear retailer spending 80 percent of their budget on their own brand terms — and walk through how shifting 30 percent of that spend to non-brand search unlocked a 22 percent lift in new customer acquis
How Google Ads Performance Max Campaigns Use AI to Optimize Across All Surfaces
In this episode of The Google Ads Podcast with Fexingo, Lucas and Luna dive into Performance Max campaigns, the evolution from Smart Shopping campaigns, and how Google's AI allocates budget across Search, Shopping, Display, YouTube, and Discovery in real time. They break down the asset group structure, the role of audience signals versus traditional targeting, and why conversion tracking is non-ne
How Google Ads Ad Customizers Personalize Your PPC at Scale
In this episode of The Google Ads Podcast, Lucas and Luna dive into Google Ads ad customizers—a feature that lets you dynamically insert countdowns, prices, and location-specific text into your search ads at scale. Using the example of a mid-market e-commerce brand running a seasonal sale, they show how ad customizers can double click-through rates without creating hundreds of individual ads. Luca
How Google Ads Asset Groups Simplify Campaign Structure
In this episode, Lucas and Luna explore how Google Ads' asset groups are changing the way advertisers organize their campaigns. They discuss the shift from traditional campaign structure to asset groups, how they simplify management, and what this means for performance. Lucas breaks down the differences between asset groups and ad groups, including how assets like headlines, images, and videos are
How Google Ads Call Extensions Drive Phone Leads in 2026
In Episode 103 of The Google Ads Podcast, Lucas and Luna break down how call extensions actually work in 2026—when to use them, how Google charges for phone calls versus clicks, and why the conversion tracking setup is far simpler than most advertisers think. Lucas shares a concrete example from a local HVAC client who cut cost-per-lead by 30% simply by switching from click-to-call to a forwarding
How Google Ads Local Campaigns Drive Store Foot Traffic in 2026
Lucas and Luna explore how Google Ads local campaigns use location extensions, store visit conversions, and local inventory ads to drive foot traffic in 2026. They break down a real-world case: a mid-sized coffee chain that used local campaigns to increase store visits by 22% quarter-over-quarter while keeping cost-per-visit under $1.50. The hosts discuss how machine learning optimizes bids based
How Google Ads Responsive Search Ads Combine Headlines in 2026
Lucas and Luna dig into the mechanics of Responsive Search Ads in 2026, focusing on how Google's machine learning mixes headlines and descriptions to generate ad combinations. They break down the new asset-level reporting, the impact of 'pinned' headlines on flexibility, and a surprising stat: only 15% of accounts use the maximum 15 headlines. Using a case study from a mid-size e-commerce client,
How Google Ads Auction-Time Budgeting Works in 2026
In episode 100 of The Google Ads Podcast, Lucas and Luna dive into Google Ads auction-time budgeting, a 2026 update that changes how daily budgets are spent across the day. Instead of a fixed daily cap, Google now spreads your budget in real time based on auction competitiveness, search volume, and conversion probability. Lucas explains the mechanics using a concrete example: a $100 daily budget c
How Google Ads Automated Rules Save Your Budget in 2026
In this episode, Lucas and Luna dig into Google Ads Automated Rules — a feature that lets you set up scripted triggers to pause underperformers, adjust bids, or even email alerts without manual oversight. They walk through a concrete example from a mid-size e-commerce account: a rule that automatically paused a search campaign when its cost per acquisition exceeded $45 for three consecutive days,
Google Ads Broad Match Keywords Work in 2026
In this episode of The Google Ads Podcast, Lucas and Luna dive deep into how broad match keywords have evolved in 2026. They explore Google's machine learning improvements that make broad match smarter than ever, using a case study of a mid-sized e-commerce brand that cut cost per acquisition by 22% after switching from phrase match. The hosts discuss the importance of negative keyword lists, the
How Google Ads Audience Exclusion Improves Campaign Efficiency
In this episode, Lucas and Luna explore how Google Ads audience exclusions can save ad spend and improve campaign performance. They break down the difference between observation and targeting, discuss real exclusions like removing converters or existing customers, and share a case study of a B2B SaaS company that cut cost per lead by 28% by excluding irrelevant audiences. Listeners will learn prac
How Google Ads Shopping Campaigns Prioritize Product Offers
Episode 96 of The Google Ads Podcast breaks down how Google Ads Shopping campaigns prioritize which product offers to show when multiple merchants sell the same item. Lucas and Luna explain the three main ranking signals — price, product data quality, and seller ratings — using a real-world example of two electronics retailers competing on the same Bluetooth speaker. They walk through how Google's
How Google Ads Broad Match Keywords Work in 2026
Episode 95 of The Google Ads Podcast dives into broad match keywords in 2026. Lucas and Luna break down how Google's machine learning has transformed broad match from a budget drain into a precision tool, using a real mid-sized retailer's campaign as a case study. They explore the shift from phrase match dominance, the role of negative keywords, and why small advertisers should test broad match wi
How Google Ads Similar Audiences Work in 2026
In this episode of The Google Ads Podcast, Lucas and Luna dive into how Google Ads Similar Audiences can expand your reach without sacrificing relevance. They break down how the algorithm identifies high-propensity users based on your existing customer segments, the impact of stricter privacy regulations on this feature in 2026, and practical tips for integrating Similar Audiences into your search
How Google Ads Demographic Bid Adjustments Work in 2026
In this episode, Lucas and Luna break down Google Ads demographic bid adjustments — how age, gender, parental status, and household income modifiers can reshape your PPC campaigns. Using a concrete example of a home services company, they explain why demographic data is often noisy, how to test adjustments without blowing your budget, and the surprising insight that broad negative adjustments can
How Google Ads Ad Strength Scores Impact Auction Performance
Lucas and Luna dive into Google Ads' Ad Strength metric, exploring how it actually affects auction performance beyond the account-level score. They break down a real example from a mid-market e-commerce client that saw a 28% higher click-through rate on ads rated 'Excellent' compared to 'Poor,' after controlling for keyword match type and landing page. The hosts discuss why Ad Strength isn't a dir
How Google Ads Placement Exclusions Protect Brand Safety in 2026
Lucas and Luna dive deep into Google Ads placement exclusions, a critical but often overlooked tool for brand safety in programmatic advertising. They explore why exclusion lists matter more than ever in 2026, how to build them using Google's sensitive category exclusions and placement negative keywords, and a real-world case study where a retailer avoided a PR disaster by proactively excluding lo
How Google Ads Negative Keywords Save Your Budget
Episode 90 of The Google Ads Podcast with Fexingo dives deep into negative keywords – the unsung heroes of PPC efficiency. Lucas and Luna break down a real case study: a mid-sized e-commerce brand that reduced wasted spend by 34% in six weeks by carefully building a negative keyword list. They explain how match types work for negatives (phrase vs. exact), how to mine search term reports for irrele
How Google Ads Demand Gen Campaigns Work in 2026
In this episode of The Google Ads Podcast, Lucas and Luna break down Google Ads Demand Gen campaigns—the evolution of Discovery Ads that now spans YouTube Shorts, Gmail, Discover, and In-Stream. They walk through a concrete example: a DTC skincare brand that tested Demand Gen against standard Discovery and saw cost-per-acquisition drop 28 percent while average order value rose 15 percent. They dis
How Google Ads Customer Match Drives PPC Results in 2026
In this episode, Lucas and Luna dive into Google Ads Customer Match in mid-2026. They explore how businesses can upload first-party customer data — email addresses, phone numbers, mailing addresses — to create targeted ad campaigns across Search, Shopping, YouTube, and Gmail. The hosts discuss the mechanics: how Customer Match works when users are signed in, the importance of data freshness and ma
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