The Paid Search Podcast

Episode 489: Answering PPC Questions from Subscribers

Host: Chris Schaeffer
Date: November 24, 2025

Overview

In this popular Q&A episode, Google Ads expert Chris Schaeffer answers a range of listener questions on Google Ads management, covering troubleshooting ailing campaigns, best practices for sales calls with clients, manual vs. automated bidding, unique industry advertising challenges, and effective campaign structuring. Chris provides candid, practical advice drawn from his decades of experience, focused on real-world results, clarity, and simplicity.

Key Discussion Points & Insights

1. Recovering from a Sudden Performance Drop in Mature Google Ads Campaigns

Listener: Beth
Timestamp: 06:25

• Issue: Beth describes a scenario where a long-successful account suddenly drops in performance, with volume decreasing and costs rising after experimenting with Performance Max, which only generated "junk" leads.
• Chris’s View:
  • No Active ‘Punishment’: "I don't think Google actively punishes. I just think they... have their preferences about what they want you to do, and they will reward those that do those things. But sometimes the rewards aren't the things that you want." (07:40)
  • Diagnosis Steps:
    • Compare “good” vs. “bad” periods at the season level (not just month-to-month).
    • Look closely at top keywords: cost per click, CTR, conversion rates, position shifts.
    • Examine search terms to identify “keyword creep”—where keywords drift into less relevant traffic due to automated bidding or CPC inflation.
    • Check for new competitors, ad copy differences, or changes in user behavior affecting click and conversion rates.
    • Adopt a “red flag hunter” mindset: methodically hunt for what’s changed—be relentless in uncovering root causes.
  • Memorable Quote:

    "You have to become a red flag hunter. You have to hunt for red flags in your Google Ads campaign." (14:01)

2. Structuring Sales Calls for Freelance PPC Managers

Listener: Andrew
Timestamp: 17:20

• Issue: Andrew is getting started as a freelance PPC manager and seeks advice on how to structure initial calls and what to focus on with clients.
• Chris’s Core Advice:
  • No Slide Decks: “No presentation. I don't use slides. I don't think I have ever used slides or any kind of presentation ever...” (18:45)
  • Clarity Over Promises: Focus the conversation on what you will do and what they can expect—especially setting low expectations regarding leads/sales for new campaigns:

    "Set expectations low because your job is to get them traffic. That's not what they called you for though, right? Whenever you go to a hairdresser, you want to look more beautiful... but in fact the hairdresser can only cut your hair." (20:07)

  • For Existing Campaigns: Understand the client’s pain points: are they getting no leads? Is there frustration with past managers? Go deep into “why are you contacting me” and openly share as much as possible about your process.
  • Transparency Builds Trust:

    “Anyone who says that Google Ads, you know, we do something so sacred, so special that we can't share it with anyone... Those people are liars. They are con artists. They're not telling the truth.” (23:30)

  • Turning Down Work Can Bring You Work: Tell clients honestly if you think Google Ads isn’t a good fit or if you can’t improve performance. Candor leaves a positive impression.
• Memorable Quotes:
  • "If you bring clarity to the project and not promises, immediately, you're on the right foot." (22:17)
  • "Clarity, not promises." (27:44)

3. Troubleshooting Manual Bidding with No Impressions

Listener: Alex
Timestamp: 28:15

• Issue: Alex experienced zero impressions with manual CPC despite seemingly high enough bids, but received traffic once switching to Max Clicks.
• Chris’s Diagnosis:
  • Manual Bids Still Too Low: If manual CPC isn't generating impressions but automated strategies are, the manual bids are still too low—even if the numbers look high.

    "There's only one reason why manual bidding would not serve and other bidding strategies... do get impressions—it's because your bids are too low." (29:55)

  • Chris’s Launch Process for New Campaigns:
    1. Always start with manual bidding.
    2. Launch campaign, wait 24 hours, inspect “Search Lost IS (rank).”
    3. If Search Lost IS (rank) is very low, lower bids. If high, raise bids.
    4. Repeat adjustments every 48 hours until you hit a balanced percentage (aim ~50% loss to rank in Phase 1).
    • Key Principle:

      "Overbid significantly and then pull it back using that search lost is rank number… It's often much easier to just pull back bids really quick after you overbid... rather than playing with this whole, like, I'm gonna give it another 2 cents." (33:01)

4. Advertising in a Nascent Local Market with Low Search Volume

Listener: Troy
Timestamp: 36:45

• Issue: Troy runs a local dog poop scooping business, struggles with low keyword volume, and wonders whether to run display ads, go Performance Max, or expand geotargeting.
• Chris’s Advice:
  • Do Not Use Display/Performance Max:

    “I do not recommend running a display campaign … not even a video campaign. I don't suggest it.” (38:12)

  • Widen Geographic Targeting:
    • Google’s geo-targeting is inherently imprecise; be more generous with your area than you think you need to be.

    “Google's ability to recognize where you are located is still quite poor, I would say.” (39:38)

  • Broaden the Keyword Focus:
    • In low-awareness markets, target “problem” and symptom searches (“get rid of dog poop,” etc.), not just direct “service” terms.
    • Chris references his “awareness curve” and “ski slope” model from episode 488—suggests mining less obvious queries further up the funnel.

      "Use that to find the traffic that you're not finding with these more specific service poop scooping business terms." (41:55)

5. Best Practice for Campaign and Ad Group Structuring

Listener: Jar (Sweden)
Timestamp: 45:11

• Issue: Should different keyword “themes” be split into separate campaigns or housed together?
• Chris’s Clear Rule:
  • Don’t Split for Google’s Sake—Split Only for Strategy:
    • “I don't think you should put them in different campaigns.”
    • Use two guiding principles: Strategic Relevance (see episode 385) and Simplicity. Only introduce complexity when truly warranted.

      "Unless there's a specific reason for me to add complexity to my accounts, I don't. And I just build everything in one campaign." (47:18)

  • Splitting for Matching Types Is Outdated:
    • Audited campaigns with “phrase in one campaign, exact in another” is unnecessary complexity—a “gimmick.”

    “The only reason you add complexity to something is because you want to sound smart... when simplicity often works better.” (49:21)

• Memorable Quote:

  "Stick to strategic relevance and stick to simplicity. And I think that is always the best method forward—until you find a specific reason to try otherwise." (50:09)

Notable Quotes & Moments

• “No one's doing something so special that it's not been done before. That's ridiculous. Google Ads is the same process.” (23:45)
• “You ever hear someone who goes to college, gets a master's degree, a doctorate, and then literally, it's impossible for you to even have a conversation with them... That's the way I see complex builds. You're just doing that to add complexity when simplicity often works better.” (48:08)
• Thanksgiving Week Shoutout: “Happy Thanksgiving to you... I am currently probably eating lots of turkey and food and then trying to exercise it off unsuccessfully for the rest of the week.” (51:30)

Timestamps for Major Segments

• Beth’s Performance Drop Dilemma: 06:25 – 17:20
• Andrew’s Sales Call Structuring: 17:20 – 28:15
• Alex’s Manual Bidding Frustration: 28:15 – 36:45
• Troy’s Low-Volume Market Challenge: 36:45 – 45:11
• Jar’s Campaign Structure Question: 45:11 – End

Recap and Recommendations

Chris delivers characteristically practical, honest advice—urging marketers to be methodical, clear, and strategic rather than succumbing to myths or unnecessary complexity. Listeners are encouraged to:

• Hunt for “red flags” when performance drops
• Set realistic expectations with clients
• Start new campaigns with aggressive manual bids and adjust down
• Avoid the temptation to add channels or structure for flash over function
• Build for relevance and simplicity unless the situation calls for more
• Broaden thinking in niche/low-awareness markets, focusing on user problems, not just your industry’s language

For more detailed discussion on strategic relevance, listen to episode 385; for the awareness curve analogy, see episode 488.

Useful for:
Google Ads practitioners, agency professionals, small business advertisers, and PPC freelancers seeking real-world advice and actionable approaches to common paid search problems.