Episodes
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 headlines never show, and how to write copy that works with the algorithm instead of against it.…
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 tricky question of attribution: how does Google know a click led to a physical visit? You'll learn…
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 with Smart Bidding. Using a real-world example of a mid-sized e-commerce brand that revamped its…
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 also covering the risks—like irrelevant clicks—and how to tame them with negative keywords and…
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, and why you should treat it as a diagnostic rather than a goal. You'll learn practical ways to…
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 machine learning in audience creation, the importance of updating your segments as your business…
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-commerce account with a $40,000 monthly budget that tested a new bidding strategy against a control…
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 automation doesn't always understand context. They discuss when keyword insertion works—like in SKAGs…
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 anatomy of a high-performing sitelink: writing for intent, matching the search query, and balancing…
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, what it means for your ROAS targets, and why advertisers should re-evaluate their bidding…
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 episode explains how asset groups feed the algorithm, why some advertisers see dramatic shifts in…
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 rules available, best practices for setting conditions, avoiding common pitfalls like over-automation…
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 older expanded text ads, share a simple A/B test to see if longer copy actually helps, and explain…
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 cut irrelevant clicks by 18 percent in under two weeks. They also discuss the difference between…
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 with your landing pages for maximum Quality Score impact. #GoogleAds #PPC #AdExtensions #Sitelinks…
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 cost per new user. The hosts also discuss creative best practices, measurement quirks, and when to…
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 feeds in Google Ads, covering countdown, location, and custom text types. Luna raises practical…
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 importance, negative keywords for Shopping, target ROAS bidding, and the role of structured data…
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 2026. The hosts also discuss how privacy-compliant first-party data makes offline tracking more…
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 consent requirements in 2026. They cover list-hashing best practices, segmenting by past purchase value…
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 subtle pitch for listener support to keep the podcast ad-free. #GoogleAds #InMarketAudiences #PPC…
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 fruit, why shared negative keyword lists prevent wasted spend across campaigns, and how negatives…
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 discuss when to run experiments, how long to test, and how to interpret results with statistical…
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 when DSA outperforms traditional keyword campaigns and the pitfalls of relying on Google's crawl…
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 includes a practical look at why Enhanced Conversions matter now and how advertisers can implement…
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 over-crediting branded search, and why testing for 4-6 weeks is crucial. This is essential…
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, and Luna challenges whether small businesses see the same return as national brands. They discuss…
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 clicks and poor landing page experience. Using a concrete example of a plumbing company in Austin…
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' rated ads. They also reveal the specific components Google weighs: headline uniqueness, description…
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 discuss how match types interact with Smart Bidding, why exact match isn't as 'exact' as it used…
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 retailer using seasonality adjustments to protect performance during a flash sale without manual bid…
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 cost-per-click (eCPC) algorithm now adjusts pacing dynamically based on conversion probability…
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 client who saw a 23% lower cost-per-conversion after switching from separate campaigns to a single…
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 Contentful Paint can raise your cost-per-click by 12 percent. They walk through a real case study from a…
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 e-commerce client that wasted nearly 12% of its monthly budget by leaving ad rotation on the…
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 local plumbing service that increased lead volume by 35 percent with a smart call extension strategy…
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 that cut CPA by 22 percent simply by excluding recent converters and custom intent segments that…
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 for pinning, the risk of algorithm overload, and why human headline writing still matters even when…
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 walk through a real example from a mid-market e-commerce client who reduced cost-per-acquisition by…
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 brand, they illustrate how auction-time budgeting can prevent overspending on low-intent clicks while…
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 models refine query matching, and when broad match still needs negative keywords. A practical guide…
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 budget by excluding low-quality news sections. They also cover the recent updates to Google's…
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% over three months. Lucas explains the setup process, including hashing requirements and list…
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-size DTC furniture brand shows how audience segments shifted bid modifiers and reduced cost per…
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 breaks down a real example: a retail chain using location-injection countdowns and inventory…
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 where audience insights reduced cost-per-acquisition by 18% within two weeks. They also discuss…
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 task. They also discuss campaign-level versus account-level negatives, the risk of over-excluding…
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 2026 updates — including auto-apply for winners and Bayesian statistical significance readouts…
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. They walk through a concrete example: a mid-sized B2B SaaS company selling project management…
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 real example from a mid-size e-commerce client that saw a 30% increase in revenue after layering…
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