What if you could save hundreds or even thousands of dollars in ad spend just by clicking a few buttons inside Google Ads? In this episode of Paid Media for the Rest of Us, host April Borovskaya takes you behind the scenes with a practical screen-share walk-through of exactly how to cut the waste from your campaigns.
She explains how to use Expert Mode to access search term reports, apply the right filters, and quickly spot keywords that are draining budget without conversions. April also reveals the shocking truth about Google Display app placements—the kind of hidden money pits most first-time advertisers overlook. From “free” and “cheap” searches that never convert, to game and quiz apps that quietly eat up spend, you’ll learn the exact steps to take them off your campaigns.
If you’ve ever wondered why your ad dollars don’t seem to stretch far enough, this episode is your roadmap to plugging the leaks and making every click count.
Key Takeaways
Always switch to Expert Mode in Google Ads to gain full control
Use filters like “cost > $5” and “conversions < 1” to find wasted spend
Not all high CPC keywords are bad, but weigh cost against potential ROI
Add irrelevant or underperforming search terms as negative keywords
Google Display Network placements often look cheap but rarely convert
Exclude bad app placements regularly think of it like “cleaning house”
Consistent conversion tracking is essential for accurate decisions
In This Episode
(00:02) Introduction and episode overview
(01:21) Accessing Google Ads expert mode & search term report
(02:27) Filtering and identifying low-quality search terms
(03:40) Analyzing and negating ineffective search terms
(04:54) Evaluating high-cost search terms and keywords
(07:24) Campaign maintenance and conversion tracking
(08:41) Identifying and excluding low-quality app placements
(09:53) Ongoing display campaign maintenance
(11:10) Episode wrap-up and next episode teaser
Notable Quotes
(01:30) "Make sure that you are logged in into what Google likes to call Expert mode. They say it as a way to scare you off from having control. It's the mode that you really should be working in." — April Borovskaya
(05:23) "Are we actually going to spend $235 on a click and run the risk that that won't even convert?" — April Borovskaya
(09:09) "I know this is the part where you're just going to be like oh my God, have I actually been spending this kind of money on Top Games.com or Masha Quiz and the answer is yes." — April Borovskaya
(09:56) "It's like having a bad boyfriend. You do not need those bad placements hanging around and just sucking the life out of you." — April Borovskaya
(10:03) "Removing these app placements is an immediate way to stop draining budget and stop wasting dollars." — April Borovskaya
Resources and Links
Paid Media for the Rest of Us
Podcast Link
April Borovskaya