Podcast Summary: Shiny New Clients!

Episode: "An Ex-Google Employee and a Social Media Manager Walk Into a Podcast Studio..."

Host: Jenna Harding (Warriner)
Guest: Jyll Saskin Gales (Google Ads Expert, Ex-Google, Harvard Alum)
Date: November 10, 2025
Duration: ~16 minutes

Episode Overview

This dynamic episode of Shiny New Clients features a fast-paced, insightful discussion between host Jenna Harding and Google Ads expert Jyll Saskin Gales. Through an approachable, fun, and information-packed conversation, Jenna and Jyll break down the basics of Google Ads, clarify common misconceptions, and provide actionable advice for service-based business owners wondering whether and when to dive into paid advertising.

Key Discussion Points & Insights

1. Jyll's Background and Path to Google Ads

[01:14]

• Jyll is a multifaceted Google Ads coach: consultant, teacher, content creator, podcast host, speaker, and author.
• She worked for six years in Google Ads sales, helping major companies maximize their ad spend.
• After leaving Google, a brief detour led her to solo entrepreneurship and quickly growing her business via TikTok.

“I worked at Google for six years... left about three years ago… started posting on TikTok from my dining room table…and converted that into what my business is now, which is helping businesses of all sizes make more money with Google Ads.” (Jyll, [01:14])

2. Doing vs. Teaching: Business Model Split

[02:55]

• Early in her new business, Jyll managed ads directly for clients, but shifted focus to teaching out of a desire to democratize her knowledge.
• Teaching allows her to help more business owners avoid losing money on ads they don’t understand.
• Social media, group training, and online courses amplify this impact.

“It's just not fair that I have all the knowledge I do from working at Google… and most people don't know this, so most people lose a ton of money on ads. And it just felt ridiculous to me.” (Jyll, [02:55])

3. What is Google Ads (and How Does It Work)?

[04:15]

• The difference between organic (free) and paid (ad) results in Google searches.
• Google Ads lets businesses pay to show up when users search specific terms.
• Google’s reach includes not just Search, but YouTube, Maps, Shopping, and more—about ten campaign types in total.
• The specificity of Google Ads: advertisers target keywords, and only pay per click (PPC), unlike traditional media.

“When you go to Google and search for something ... some of that happens for free... that’s SEO ... and then other stuff is sponsored—an ad ... you can pay so your ads can show on Google when people search for certain things.” (Jyll, [04:15])

4. How Pay-Per-Click Advertising Minimizes Risk

[05:52]

• Google Ads is “pay per click”: you don’t pay unless someone clicks on your ad, helping optimize ad budgets, especially for small businesses.
• Average click for small businesses: $2–$5.
• The people clicking are “actively looking” for what you sell—much warmer leads than passive scrollers on social media.

“What’s really cool about Google Ads ... is you, as the advertiser, only pay for the ad when someone clicks.” (Jyll, [05:52])

“...they are looking for exactly what you're selling. ... We tell that white box on Google our deepest, darkest secrets…” (Jyll, [07:09])

5. Destinations for Google Ads Traffic

[08:21]

• Traffic from ads can be sent to sales landing pages, homepages, or even blog content, depending on the customer’s awareness and buying stage.
• Jyll gives an example of breastfeeding support content, showing ads as a way to inform and nurture users before the hard sell.

6. How Google Knows (So Much) About You

[09:29]

• Discussion on user data: it’s not just “listening”—Google gathers a portrait through Search, YouTube, Maps, Gmail, and more.
• This interconnectedness lets advertisers reach super-niche audiences (e.g., composters or “green living enthusiasts”).

“If someone has a way to help you do that, sure, they could advertise to you in that moment ... but now that Google knows that about you ... it can put together like, Oh, maybe you're a green living enthusiast.” (Jyll, [10:05])

7. Harnessing Google's User Data Ethically for Small Business Growth

[11:17]

• Small businesses don’t need to know their customers intimately—Google’s data “finds” the right prospects.
• Jenna reassures potentially overwhelmed listeners by focusing on how to use this tech responsibly.

8. When Should You (Really) Start Using Google Ads?

[11:54]

• Jyll’s Golden Rule: Don’t start with ads if you’re brand new. Build your business foundation first.
• Know your audience and get some initial traction via organic channels.
• The “Rule of Two”:
  1. Know your website conversion rate (how many visitors become customers).
  2. Know your average order value (how much money you make per sale).
  • Multiply conversion rate x average order value. If the result is at least 2 ($2 per session), ads might be worth trying.

“You want to have a fire that's already burning ... ads are like pouring fuel onto that fire. If you just have your little pile of wood and you haven't been able to get it lit yet, then pouring gasoline on that will not be helpful.” (Jyll, [11:54])

“It's just a numbers game.” (Jenna, [14:32])

• Jyll’s takeaway metric: “Revenue per session.” If you make at least $2 per visitor (on average), ads are viable.

Notable Quotes & Memorable Moments

• “Are you Elle Woods or what?” (Jenna, [00:51])
• “What? Like it's supposed to be hard?” (Jyll, [00:54])
• “We tell that white box on Google our deepest, darkest secrets...” (Jyll, [07:09])
• “I have actually taught Google Ads at Google to Google Ads employees. That was a fun one.” (Jyll, [03:59])
• “It's just a numbers game.” (Jenna, [14:32])

Timestamps for Key Segments

• [01:14]: Jyll’s background and transition from Google to entrepreneurship
• [02:55]: Why Jyll became an educator rather than just an ad manager
• [04:15]: What is Google Ads? (explanation + ad types)
• [05:52]: How pay-per-click pricing works
• [07:09]: Average ad costs and targeting intent-rich audiences
• [08:21]: Where to send Google Ads traffic (landing pages, blogs, etc.)
• [10:05]: Google’s data and targeting power for small businesses
• [11:54]: The “Rule of Two” for knowing when you’re ready for ads
• [14:48]: Metrics review: revenue per session

Tone and Style Highlights

The conversation is fast, friendly, and practical, with a strong focus on actionable steps for small business owners. Jyll’s teaching style is clear and confidence-building; Jenna keeps things relatable and fun.

Resources Mentioned

• Jyll’s social media handles (promised in episode notes)
• Jyll’s podcast: Inside Google Ads—bite-sized (10-min) episodes answering top Google Ads questions ([15:42])

Final Thought

This episode is a goldmine for service-based entrepreneurs exploring whether paid advertising is right for them. The “Rule of Two” provides an unusually concrete benchmark for moving from “organic” to paid traffic, and both Jenna and Jyll deliver information in a way that demystifies the Google Ads process without diluting its complexity. Highly recommended for listeners seeking a smart, approachable intro to paid ads strategy.