Welcome to The Google Ads Strategy Hub, the podcast for every business owner who wants to take control of their Google Ads. You don't need another generic tutorial. What you need is a plan for your paid search account. Host Sarah Stemen is a Google Ads coach & consultant who specializes in empowering small business owners, entrepreneurs, and marketers to build and manage their own successful Google Ads campaigns.
Each episode dives into the core strategies behind effective Google Ads—the "why" behind the "how." Sarah will tackle the most common questions, uncover proven techniques, and help you think like a pro. From setting up your first campaign to understanding what's really working, this podcast is designed to give you the confidence to run your own ads and achieve real results.
In this conversation, Sarah Stemen discusses the role of a PPC coach, particularly in the context of Google Ads, and highlights the importance of personalized coaching over traditional agency management. She emphasizes the need for business intelligence, data-driven decisions, and the unique benefits of coaching in optimizing Google Ads performance.
Takeaways
PPC coaching enhances business intelligence
Data-driven decisions outperform agency management
https://www.thesarahstemen.com/google-ads-coaching (https://www.thesarahstemen.com/google-ads-coaching)
Chapters
00:00 Understanding PPC Coaching
02:52 The Challenges of Google Ads Management
06:06 The Value of Personalized Coaching
09:02 Data-Driven Decisions vs. Guesswork
11:51 Coaching Formats and Expectations
15:14 Creative Uses of Coaching
14 Oct 2026
How to Handle Unaffordable Google Ads CPCs
Are skyrocketing Cost Per Clicks (CPCs) from $60 to $250+ making you second-guess your Google Ads strategy? When a single click costs more than the immediate margin on a job, it’s easy to panic or swing too far in the opposite direction and fall for the "low CPC delusion."
In this episode, Google Ads expert Sarah Stemen breaks down why measuring campaigns purely on click costs leads to bad business decisions. Inspired by a high-stakes client coaching call and a thought-provoking post on the SparkToro blog, Sarah explores:
Asset vs. Distribution: The crucial difference between investing in a durable marketing asset (landing pages, blog posts) vs. buying channel distribution (Google Ads search clicks).
The Low CPC Trap: Why cheaper clicks often mean low commercial intent, tire-kickers, and wasted budget.
Smart Budget Allocation: How to decide which high-intent keywords deserve premium paid search dollars and which early-stage keywords belong in SEO, retargeting, or alternative channels.
Stop treating CPC as the end-all-be-all and start evaluating your ad spend based on lifetime value and intent.
👉 Resources Mentioned:
Read the SparkToro blog post referenced in this video: https://sparktoro.com/blog/creating-and-promoting-were-never-the-same-decision/ (https://sparktoro.com/blog/creating-and-promoting-were-never-the-same-decision/)
Book a Google Ads coaching call or audit with Sarah: https://www.thesarahstemen.com/google-ads-coaching (https://www.thesarahstemen.com/google-ads-coaching)
13 Oct 2026
Do We Need The Google Ads Interface Anymore
In this conversation, Sarah Stemen discusses the implications of moving away from the Google Ads interface towards AI-driven management, referencing an article by Fred from Optimizer. She explores the potential benefits and risks of this shift, emphasizing the importance of understanding the underlying mechanisms of PPC management.
source blog post: https://www.searchenginejournal.com/what-happens-to-ppc-when-you-stop-managing-google-ads-through-google-ads/586580/ (https://www.searchenginejournal.com/what-happens-to-ppc-when-you-stop-managing-google-ads-through-google-ads/586580/)
www.thesarahstemen.com
Takeaways
AI can enhance PPC management
Understanding the interface is crucial
Chapters
00:00 Introduction to Google Ads Management
02:53 The Role of AI in PPC Management
06:11 Operational Risks of AI in Ads
09:03 The Future of Google Ads Interface
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Apple Podcasts (US)
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1 ratings
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