The PPC Cave

In Episode 137 I hand a real e-commerce store’s Merchant Center feed to Claude and let it run a full audit. Then I fix what I can live, using supplemental feeds, without touching the store. Timestamps03:55 What to Give Claude 06:40 Navigating Google Merchant Center 09:58 PRE-BFCM Feed ChecklistGene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcast focused on G...

In Episode 136 Gene breaks down what conversion lag in your Google Ads campaigns looks like and how to approach it. Timestamps 02:53 What Is Conversion Lag? 03:31 Why Your Monthly Reports Can Change 05:20 How Data-Driven Attribution Plays a Role 06:27 Why This Matters for Optimization 08:02 What PPC Managers Should Do 10:26 Closing TakeawayGene & Ryan are digital marketing professionals and co...

In Episode 135 we recap Gene & Ryan's best advice on how to approach your Google Ads Lead-Gen. Timestamps00:12 Targeting the Wrong Keywords01:53 Your Budget is Too Small04:56 You're Looking at the Wrong Metrics07:08 Your LANDING Pages Are So Important11:18 How to Make Your Landing Page AttractiveGene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcas...

In Episode 134 we go over the best AI workflows to utilize for analyzing Google Ads (thanks to Opteo).Timestamps01:55 How I use Opteo's AI Chat to streamline weekly Google Ads audits. 02:26 The exact prompt I use to generate prioritized optimization to-do lists. 05:03 Finding wasted spend and opportunities for better negative keyword strategies. 06:30 How I evaluate AI recommendations before m...

In Episode 133 we recap what to do before using Manual CPC, and how it compares against automated bidding in Google Ads. Timestamps00:29 Before You Use Manual CPC 00:35 Start with Intentional Bids 02:05 Watch Search Terms, Impression Volume & Actual CPC 05:06 Let Conversion Data Determine Where You Raise and Lower Bids 08:37 The Bigger Point 09:46 Manual CPC vs Smart Bidding 10:02 When Should...

In Episode 132, we talk about what happens when a Google Ads account needs to scale down instead of scale up — and why clients sometimes expect performance to stay exactly the same after a significant budget reduction. Timestamps03:09 Why Google Ads accounts don't always grow in a straight line 04:57 When reducing budget is actually the responsible move 06:35 Why cutting spend can reduce total...

In Episode 131 Gene jumps into differences business owners and google ads managers should all be aware of when it comes to Google Ads vs Meta Ads. Timestamps02:56 WHY ARE WE TALKING ABOUT THIS? 04:16 META AND GOOGLE ARE DOING DIFFERENT JOBS 05:45 WHY "JUST DOUBLE THE BUDGET" CAN BACKFIRE 07:31 GOOGLE ADS IS A SYSTEM 08:35 ROAS EXPECTATIONS SHOULDN'T ALWAYS BE THE SAME 10:34 META AND...

In Episode 130 Gene dives into 3 important steps to take before using Manual CPC.Timestamps02:50 Start With Intentional Bids — Don’t Just Guess 05:36 Watch Search Terms, Impression Volume & Actual CPC0 8:37 Let Conversion Data Determine Where You Raise and Lower Bids 12:09 The Bigger PointGene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcast focused on Go...

In Episode 129 Gene answers a listener question on how to go about getting your first Google Ads client. Timestamps02:25 Being Good at Google Ads vs. Getting Someone to Pay You04:26 How Do You Prove You're Good Without Using Your Agency's Clients?06:58 Where I'd Actually Look for the First Client 10:42 Content vs. Paid Ads — I'd Keep Posting and Skip Meta for Now12:07 The 90-Day Ga...

In our Episode 128 recap we highlight some of Gene & Ryan's most memorable points from Episode 128, covering Google's decision for Pmax to add channel prioritization controls. Timestamps00:14 What’s New02:04 Why This Matters03:41 PPC Cave DiscussionGene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcast focused on Google Ads, PPC, lead generation, e...

In Episode 128 Gene and Ryan debate whether more control will help advertisers or disrupt the automation that makes PMax effective. Timestamps03:54 What’s New 06:21 Why This Matters 08:24 PPC Cave Discussion 39:22 Takeaway Gene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcast focused on Google Ads, PPC, lead generation, eCommerce, Performance Max, shopping ca...

In Episode 127 Gene breaks down the real job of search campaigns inside an eCommerce strategy and explains why the smartest PPC managers use search and Performance Max together. Timestamps02:06 Main Idea 02:32 Don't Expect the Same ROAS 03:14 Search + PMax, Not Search vs. PMax 06:04 Brand Can Distort the Numbers 07:16 Find an Anchor Keyword 09:48 Manual CPC Still Has a Place 10:53 Search Is Ma...

In Episode 126 Google's new smart bidding update is now live as Gene discusses the right time to make the switch. Timestamps 00:21 Intro — The August 17 Google Ads Update 03:10 So When Should We Actually Use Manual CPC? 04:10 Automated Bidding Needs Good Data 05:25 When Automated Bidding Usually Makes Sense 06:07 When I'd Consider Manual CPC 10:00 Manual CPC Can Be a Reset — Not the Destin...

In Episode 125, Gene discusses understanding search intent in Google Ads...Timestamps05:08 Segment 1: Google's Job vs. Your Job 05:57 Segment 2: The Four Types of Search Intent 12:39 Segment 3: Walk Through the Real Search Terms 16:02 Segment 4: The Framework I Use 17:35 Segment 5: This Isn't Just Pest Control 18:55 Biggest Mistakes 19:49 Final TakeawayGene & Ryan are digital marketing...

In Episode 124, Gene dives into tips on how to increase your Google Ads clients...Timestamps02:19 Show Expertise06:19 Retention 12:11 Give FreelyGene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcast focused on Google Ads, PPC, lead generation, eCommerce, Performance Max, shopping campaigns, and digital marketing strategies. We break down real-world Google Ads...

In Episode 123, Gene & Ryan reunite to discuss 2 quiet updates from Google Ads that'll impact every Google Ads advertiser in the next year...Timestamps08:24 Local Services Ads Are Moving Into Google Ads 17:47 Google Display Ads Become Demand Gen 27:42 Our ThoughtsGene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcast focused on Google Ads, PPC, lead ge...

In Episode 122, Gene elaborates on a question asked in the Google Ads subreddit. Timestamps03:44 Max Conversions vs. Manual CPC 07:44 Using Add to Cart data to diagnose performance 09:28 Auditing Search Terms, not just keywords 11:02 When Smart Bidding has enough data to learn 12:21 Is the problem Google Ads or your website? 14:39 Google Ads Campaign Structure 16:49 Optimizing your abandoned cart...

In Episode 121, Gene gives you advice on how to handle Client's that can't make up their mind on their Google Ads campaign budget. Timestamps05:06 Control the Variables You Can Control 06:28 Make Smaller Budget Adjustments 08:24 Know Which Campaign Actually Deserves More Budget 10:19 Build Strong Campaign Structure 12:28 Focus on Search Terms 13:22 Lean Into Ad Strength 15:49 Be Honest Wit...

In Episode 120, Ryan dives into the 3 red flags to keep top of mind when it comes to working with an agency or Google Ads manager. Timestamps06:03 No Clear Structure / Strategy 10:49 Auto Apply Recommendations 14:53 Conversion Tracking A MessGene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcast focused on Google Ads, PPC, lead generation, eCommerce, Performan...

In Episode 119 dives into Google's announcement of one of the most important Smart Bidding changes we've seen in years. Timestamps06:53 Why This Matters For Target CPA Campaigns07:40 Why Target ROAS Advertisers Should Be Concerned Too08:48 The Campaigns Most At Risk10:31 Google's New Bid Target Adjustment Tool11:08 The Audit Every PPC Manager Should Run12:34 Key TakeawaysGene & Rya...

In Episode 118, Gene dives into the right and wrong times to be using broad match for your Google Ads campaign, and his experience with it recently. Timestamps02:44 Why Broad Match Has Become So Popular 03:34 The Mistake I See Most Often 05:14 Why I Prefer Starting With Phrase Match 09:14 Broad Match Is an Amplifier 12:04 When I WOULD Use Broad Match 13:33 My ApproachGene & Ryan are digital ma...

In Episode 117, Gene dives into 10 reasons on why your lead gen search campaign could be failing. Timestamps04:02 You're Targeting the Wrong Keywords 05:44 Your Search Terms Don't Match Your Service 07:36 Your Budget Is Too Small 13:02 Your Landing Page Is Weak 16:23 Your Offer Isn't Competitive 17:43 Your Conversion Tracking Is Broken 18:54 You're Making Changes Too Frequently 21:...

In Episode 116, Ryan reveals the secret to having success with Google Ads lead gen! Timestamps03:25 We want to hear from you! 04:37 The Secret To Lead Gen Success 07:16 Google Ads Is The Hammer / Landing Pages Are The Wall / HouseGene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcast focused on Google Ads, PPC, lead generation, eCommerce, Performance Max, shop...

In Episode 115, Gene breaks down 5 important questions you should keep in mind before hiring a PPC manager. Timestamps01:44 How do you measure success 04:57 Account structure 07:44 Conversion tracking 10:30 Campaign that failed 11:54 First 30 days 15:27 Bonus red flagsGene & Ryan are digital marketing professionals and co-hosts of The PPC Cave — a podcast focused on Google Ads, PPC, lead gener...

In Episode 114, Gene breaks down everything you need to know about the Google Marketing Live 2026 event. Timestamps03:34 Search Is Becoming Conversational 05:16 Google Wants To Own Commerce 06:31 First-Party Data Became Mandatory 08:46 Demand Gen Is Google’s Meta/TikTok Competitor 11:20 Creative Is Becoming AI-Generated 12:36 Measurement Is Becoming Predictive 15:03 Ask Advisor = Google’s AI Marke...