In this episode, I break down my full Google Ads strategy for Black Friday, Cyber Monday, and major promo periods. You’ll learn how to properly plan budgets and use Google’s tools to drive new customers (not just discount your existing ones). We cover: Why you should scale spend before the sale How to use conversion lag to time your budget ramp Which campaign types drive cold traffic vs. remarketing The best way to show discounts in Google Shopping Compare-at-price vs. promo codes (...

In this episode, I walk through the exact workflow I use when launching a new Google Ads campaign, and it all starts outside of Google Ads. I share the Google Sheet I’ve built to organize ad copy, keywords, and campaign structure before anything goes live. I explain why I never build ad copy directly inside the UI and how this sheet makes client reviews smoother, and why it’s essential for aligning tone and messaging with every new client. You’ll also hear how I color-code campaigns, track ch...

We’ve officially entered the post–best practice era of Google Ads. In this episode, I share why we can no longer rely on any best practice, but need to form our own methods of testing to form a unique strategy that works for each account we manage. You’ll learn why the real edge today isn’t knowing what works — it’s knowing how to test, track, and disprove your own assumptions. I Also reacts to news about AI Overview Ads making their way into Google’s AI Mode, raising serious questions ab...

In this episode, I share a monthly routine that I use to get a clear, bird’s-eye view of my accounts. It’s super simple, just a Google Sheet that tracks budgets, spend, MER, NCAC, and a few other KPIs. but it’s been one of the most valuable habits in my workflow. I’ll walk you through how I use it to spot correlations between channels, catch problems before they become major, and make sure spend is aligned with client goals. I’ve included a free template you can copy and adapt for your own ac...

In this episode of the Indie PPC Podcast, I walk you through how I use ChatGPT to analyze search term intent in Google Ads. I show you how to bucket search terms into high, mid, and low funnel categories, track how intent shifts over time, and walk you through an example of how I used this method to understand and take action on a conversion rate drop. Later in the episode, I talk about a podcast from Fred Vallaeys at Optimizer with Mathieu Trinvan that really made me rethink account st...

In this episode, we break down the various types of customer reviews to leverage in google ads: local reviews, seller ratings, and product ratings. You’ll learn: Why Google My Business reviews aren’t enough for Shopping adsThe difference between seller ratings (business-wide trust signals) and product ratings (specific item reviews)How aggregators like TrustPilot or Stamped.io integrate with Google AdsPractical tips for handling bad reviews without resorting to shady tacticsWhy reviews direct...

In this episode, I dig into one of the most underrated skills in paid search: client communication. It’s not just about reporting performance—it’s about listening, building trust, and knowing how to handle tough conversations. I share how I structure my calls, the difference between performance updates vs. strategy calls, and how to manage different client types (data-driven, hands-on, hands-off). I also answer a great listener question on the differences between Google Ads and Microsoft Ads....

This show is all about paid search strategies, freelancing insights, and life as an independent PPC manager. Each week, I’ll dive into: A deep-dive strategy or paid search topicA listener Q&A segmentSomething new and interesting I’m learning in the world of digital marketingIn this episode, I share: How I discovered Google Ads after years in the skateboard industryMy early agency experiences (and why I left)The leap into freelancing in Boston and building my own client baseWhy self-teachi...