The Paid Search Podcast: Episode 500

"6 REALLY GOOD Questions from Listeners"

Host: Chris Schaeffer
Published: February 16, 2026

Episode Overview

In this milestone 500th episode, certified Google Ads expert Chris Schaeffer tackles six in-depth listener questions, offering candid, practical advice for PPC professionals and business owners navigating the evolving landscape of Google Ads. Drawing on his decades of hands-on experience, Chris delves into tough topics—from the future irrelevance of Google Search to the pitfalls of site links—sharing real-world insights and actionable strategies throughout.

“I told you I was coming in hot. So here we go. I mean that was question one.”
– Chris Schaeffer (04:25)

1. The Future of Google Ads & AI Threats

[00:34 – 12:10]

Main Points

• Listener Philip asks: Will Google Ads become irrelevant? What’s the timeline? How should PPC pros prepare?
• Chris predicts Google Search Ads will become irrelevant within 5–10 years—though the timeline is uncertain.
• He doesn’t believe AI is good at building or managing campaigns, citing poor performance of AI-generated campaigns.
• The decline is driven more by systemic issues inside Google Ads than by AI competition.

Four Signs of "Rot" in Google Ads

1. Uncontrollable Traffic:
   • Marketers can't tightly control traffic quality or volume—problems exist in both large and small campaigns.
2. Poor Support from Google:
   • Support is “destructive more than it's helpful.”
3. Disappearing Data:
   • Search terms and user location data are increasingly hidden or gone.

   “I promise you, if you tell me you can see [user location data] in Google Ads, you’re wrong. User location data is now gone.” (08:03)

4. Broken Interface:
   • The Google Ads UI is cluttered with unwanted features, slow, and frustrating for power users.

   "It is a nightmare to build campaigns and add keywords because of so many issues that you have." (10:55)

Advice for PPC Professionals

• Core skills (strategy, analytics, data-driven decision-making) are transferable to other digital roles.
• Future-proof by expanding to skillsets and industries requiring goal-focused, data-backed strategy.

2. AI, Home Services & Career Pivots

[12:11 – 19:10]

Main Points

• Listener Larry reflects on rising CPCs, worsening lead quality in Home Services, and asks if Chris will pivot to AI-driven marketing.
• Chris stands by his “PPC for Home Services is Dying” thesis.
• No listeners have credibly pushed back that home services PPC is thriving.
• Personally, Chris will likely not pivot out of Google Ads, preferring to “go down with the ship.”

  "Imagine Frodo Baggins with Bilbo getting onto the ship and sailing off… that's me in the sinking ship of Google Ads." (17:12)

3. Reporting Tools for Clients

[19:11 – 22:52]

Main Points

• Listener John asks: What reporting systems does Chris currently use?
• Chris recently switched to Swydo for client reporting (not an ad). He values simplicity and hates “over-engineered interfaces.”
• Swydo is highlighted for its ease of setup and efficient client migration.

  “I cannot use enough adjectives to explain how much I dislike complexity and frustration that comes from over engineered interfaces.” (20:53)

4. LSAs vs. Google Ads for Home Services

[22:53 – 29:58]

Main Points

• Listener Annie (Pest Control, FL): With Google Ads underperforming, should she move her budget to Local Services Ads (LSAs)? Any alternatives?
• Chris reluctantly recommends LSAs in many situations, citing better visibility and less waste.
• LSAs are “set it and forget it”; less management time, but trade-off is quality control.
• For Google Ads success, businesses should niche down:
  • Example: Home cleaning services shifting to targeting “Airbnb cleaning” for more focused, qualified leads.

  “It is very clear. It is black and white. When you know you’ve got a good search and a bad search.” (28:30)

5. Declining Campaign Performance, AI Max, & Manual Bidding

[29:59 – 37:51]

Main Points

• Listener Siri: Since October, campaign KPIs have tanked. Should they try “AI Max”—or revert to manual bidding?
• Chris emphatically warns: Don’t try AI Max for this scenario.
• AI Max “expands your searches” and worsens quality, especially if conversion rates are already dropping.

  "The problem is AI Max will expand upon your searches. That is not what you need." (32:58)

• Action plan:
  1. Regroup: Audit what's worked/worst.
  2. Narrow: Double down on best-performers with tighter targeting, ad groups, and negative keywords.
  3. Expand: If desired, do it in a separate, broad-match campaign using careful tests.
• Suggests Dynamic Search Ads (DSA) over AI Max.

  “DSA is the grandfather of AI Max and it is superior in almost every way.” (36:52)

6. The “Site Links Trap”

[37:52 – 46:08]

Main Points

• Listener Dan asks: Are site links a trap, especially for small-medium businesses?
• Chris’s answer: Absolutely yes.
• Site links often divert valuable traffic to weak pages (e.g., generic “About Us,” contact forms) that don’t convert.
  • May even double-charge if users click again to return to main ads.

  “Now you pay for it twice. So you paid double CPC for the same person…” (41:55)

• High click-through rates (CTRs) from site links can lower conversion rates.

  “I don’t want CTRs. I don’t want a high click through rate, okay? I want conversion rates. I will take extremely low CTRs and extremely high conversion rates if I had a choice.” (42:45)

• Adding pricing info in site links takes people straight to prices—like a “bad salesman” blurting out the cost before building value.

Chris’s Rule:

“If you have an extremely high CTR, you probably have a very low conversion rate. Why? Because you're building campaigns that encourage people to click. You don't just invite everyone in, you invite people that are likely to convert.” (43:18)

Notable Quotes & Memorable Moments

• On Google’s own support:

  "It's even a stretch to call it support. The 'help' you get from Google is destructive more than it's helpful." (06:30)

• On industry agreement:

  "It is very upsetting to know that people only agree and don't disagree at this point." (14:42)

• On PPC Manager skills:

  “If you’re a good PPC manager, you’re good at strategy and problem solving—specifically with data and metrics.” (12:45)

• On the Google Ads interface:

  "It's cluttered with AI crap that I don't want to see." (09:30)

• On site links and conversion:

  “I am Chris Schaeffer, the site link destroyer.” (45:41)

Timestamps for Each Key Segment

• 00:34 – Introduction to Listener Questions; The End of Google Ads?
• 03:25 – "Rot" Within Google Ads: Four Major Problems
• 10:55 – Skillsets for Future PPC Pros
• 12:11 – Home Services PPC Decline & Chris’s Personal Stance on Pivoting
• 19:11 – Best Reporting Tools for Clients Today
• 22:53 – Should Home Service Companies Go All-In on LSAs?
• 29:59 – Decreasing Performance, Should You Try "AI Max"?
• 37:52 – The “Site Links Trap” – Why Higher CTR ≠ Higher Value

Tone & Takeaway

Chris’s style is unfiltered, candid, and coaching-focused: he isn’t afraid to “name and shame” what’s broken in the Google Ads ecosystem, and his guidance is laser-targeted to real-world marketers tired of platitudes. He delivers tough truths—especially about emerging problems for home service businesses—but also actionable takeaways that prioritize client results and professional growth.

For listeners:

• If you’re frustrated with Google Ads, you’re not alone.
• Hone your transferable skills, embrace honesty about industry decline, and focus on quality over surface metrics.
• Think critically—don’t blindly trust new features, Google’s own recommendations, or “industry best practices.”
• As Chris says: "Don't invite everyone in, you invite people that are likely to convert."

For further questions or coaching, reach Chris via chrisschaeffer.com or tune in each Monday for new episodes.