In this crossover episode of Inside Google Ads with Jyll Saskin Gales and PPC Town Hall with Optmyzr CEO Fred Vallaeys, they discuss the evolving role of the PPC professional. Automation, Performance Max, Smart Bidding and generative AI has fundamentally changed the industry, moving from an era of hands-on control to one of strategic guidance. Jyll shares her insights on how practitioners can embrace this new reality. She argues that the core focus must shift from micromanaging every bid and keyword to properly setting up conversion goals, selecting the right bid strategy, and refining creative assets. Learn why bidding is now potentially more important than targeting, and how to avoid the biggest mistakes practitioners make when transitioning to smart bidding. Jyll also offers practical advice on campaign structure, asset management, and how to effectively use new tools like Gemini and AI Max to scale your expertise, not just your output. Key Topics Discussed: - The strategic shift from controlling to guiding in modern Google Ads - Why smart bidding is often superior to manual CPC and how to make it work - The three key levers for optimizing Performance Max campaigns - How audience signals and search themes function as guidance, not control, in PMax - The difference between mistakes made by small businesses and large advertisers in Google Ads - The role of micro-conversions in helping low-volume accounts ramp up - The concept of signal duplication and signal fragmentation in campaign structure - How to effectively use generative AI tools like Gemini to enhance ad copy and strategy - An early-days assessment of AI Max and when to use it for search expansion Get Inside Google Ads episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode96 Google Ads Coaching Need expert help with your Google Ads strategy? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode96 Inside Google Ads course More than 700 Google Ads practitioners have joined Jyll's Inside Google Ads membership course to become Google Ads Experts. You'll find up-to-date Google Ads tutorials, tips, and tricks, and you can ask Jyll your questions at an exclusive live video call every single month. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode96 Resources mentioned in this episode Jyll's The Insider bi-weekly newsletter: https://learn.jyll.ca/newsletters/the-insider?utm_source=podcast&utm_medium=referral&utm_campaign=episode96 Inside Google Ads book about Audience Targeting: https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode96 Start your free trial of Optmyzr: https://www.optmyzr.com/?ref=ywu3y2m [affiliate link] Read more about this topic on Jyll's Google Ads Blog Maximize Conversions vs. Target CPA: A Complete Google Ads Guide https://learn.jyll.ca/blog/do-you-need-to-set-a-target-cpa-with-maximize-conversions-bidding?utm_source=podcast&utm_medium=referral&utm_campaign=episode96 What you need to know about micro-conversions in Google Ads https://learn.jyll.ca/blog/what-you-need-to-know-about-micro-conversions-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode96 The Future of Google Ads: PMax, AI Max and Broad Match https://learn.jyll.ca/blog/ai-max-broad-match-demystifying-google-ads-automation?utm_source=podcast&utm_medium=referral&utm_campaign=episode96 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
