Yousaf discusses the importance of audience signals and segments in optimizing Google search campaigns. He explains how to identify in-market and affinity audiences, the significance of targeting versus observational strategies, and the impact of bid adjustments on campaign performance. Practical examples are provided, with a particular focus on targeting homeowners for roofing services, highlighting the importance of precise audience targeting to enhance conversion rates.

-Audience signals help improve clicks and conversions.

-Google identifies in-market audiences based on search behavior.

-Affinity targeting categorizes users based on interests.

-Bid adjustments can optimize ad spend for specific audiences.

-Negative targeting helps filter out unqualified leads.

-Observational audiences allow for broader data collection.

-Remarketing campaigns can significantly increase CTR.

-Adjust bids based on audience qualification levels.

-Targeting homeowners is crucial for roofing services.

-Regularly review and adjust audience segments for better performance.

Chapters

00:00 Understanding Audience Signals in Google Ads

02:36 Types of Audience Targeting: In-Market vs Affinity

04:42 Optimizing Bids with Audience Segments

07:33 Leveraging Visitor Data for Remarketing

09:57 Targeting Homeowners for Roofing Services

A federal judge has ruled on the next phase of the Google antitrust case. Big changes are coming for exclusivity deals, search data sharing, and ad auction transparency. But Chrome stays with Google — no forced sale. In this breakdown, I explain what this means for advertisers, platforms, and buyers. From exclusivity ending, to SEMrush’s future opportunities, to how AI and SEO fit into the picture.

🔔 Subscribe for more insights on Google Ads, AI Search, and PPC strategy.

00:00 – Intro: Part 2 of the Google antitrust ruling

01:05 – Judge’s decision: Data sharing & exclusivity bans

02:20 – Chrome NOT being sold (why it’s a win for buyers)

03:45 – Exclusive deals with Apple & others ending

05:10 – Competitor data access: Search index & user data (not ads)

06:25 – What SEMrush & SEO platforms might do next

08:00 – AI Overview, AI Mode, & the future of answer engine optimization

09:30 – Ad auctions: Transparency vs smart bidding reality

11:20 – Small vs big advertisers: Who benefits in practice?

13:00 – Distribution payments: Why Mozilla relies on Google

14:25 – Potential new browsers (ChatGPT, Samsung, Apple)

15:40 – Google’s wins: No choice screens, no query data access, no new education program

17:10 – Final takeaways: Buyers win, exclusivity ends, no forced break-up

• 2025 has seen major advancements in AI for Google Ads.
• AI overview provides a summary of search queries.
• Organic search visibility is declining due to AI integration.
• Advertisers must adapt to the rise of zero-click searches.
• Answer engine optimization is becoming crucial for SEO.
• AI Max is a new iteration of dynamic search ads.
• Using in-market and affinity audiences can improve targeting.
• Site links should be optimized for question and answer formats.
• High intent queries are essential for driving conversions.
• Future-proofing campaigns is vital for long-term success.

• "AI overview is more of a summary."
• "Use in-market and affinity audiences."
• "This dynamic and very cool."

• Every day, aim to strengthen client accounts.
• A good defense is essential in business strategy.
• The advertising landscape is shifting towards digital platforms.
• Connected TV offers new opportunities for advertisers.
• Budgets are moving from traditional TV to social media.
• Smaller agencies can now compete with larger firms.
• In-house media buying is becoming more feasible.
• Understanding audience targeting is crucial for success.
• Disruption in the industry creates new opportunities.
• The future of advertising lies in adaptability and innovation.

• "That's a huge amount of control."
• "You can even buy audio on Google as well."
• "Think about how powerful that is."

• Consultants provide short-term fixes, not long-term solutions.
• Revenue scaling requires a multi-month roadmap.
• Hiring cheap consultants can lead to wasted ad spend.
• Proper tracking setup is crucial for effective campaigns.
• Experiments are essential for understanding audience behavior.
• Senior consultants can significantly improve ROAS.
• Short-term thinking delays revenue growth.
• Investing in training for teams is necessary for success.
• Strategic direction is key to scaling effectively.
• Driving revenue should be the primary focus of marketing efforts.

• Consultants vs. PPC Experts: The Key Differences
• Why Short-Term Fixes Fail in Business Scaling

• "Revenue scaling is a long term thing."
• "You cannot scale a business of $100 a week."
• "Short-term thinking will cost you thousands."

• A full audit is essential for effective advertising.
• Integration between platforms like Shopify and Google Merchant is crucial.
• Ad content must be optimized for better performance.
• Conversion flows need to be tested thoroughly.
• Many clients overlook the importance of a complete diagnostic.
• It's not just about the ads manager; it's about the entire process.
• Proper setup of enhanced conversions is necessary.
• Regular audits can help identify red flags in campaigns.
• Understanding the client's entire system is key to success.
• Communication with clients about their setup is vital.

• The Essential Guide to Advertising Audits
• Unlocking Advertising Success: The Full Audit Approach

• "We need to do a full audit."
• "You need to look at everything."
• "Feel free to reach out to me."

• Be neurotic about checking sales daily.
• Sharing experiences can help others avoid pitfalls.
• Both freelancers and clients can learn from each other.
• Campaign setups differ significantly at various spending levels.
• Email marketing is crucial for e-commerce success.
• Building an email list is essential for long-term growth.
• Prioritize revenue generation over teaching.
• Understand the limitations of your team’s skills.
• Never undervalue your services as a scaler.
• Focus on one priority to drive business success.

• Navigating the Freelance Landscape
• The Art of Client Relationships

• "Both sides can learn."
• "Blood is email."
• "What's your priority here?"

• If you don't care about your client sales, someone else will.
• Sorting by the lowest bidder often leads to poor results.
• Insanity is doing the same thing repeatedly and expecting different results.
• Many freelancers lack the necessary skills for effective PPC management.
• Micro conversions are not the same as actual sales conversions.
• Consultations alone won't scale your business effectively.
• Quality agencies are essential for understanding and optimizing campaigns.
• You need to be responsible for your ad buys and conversions.
• A retainer model is crucial for business growth.
• Investing in quality services pays off in the long run.

• "How are your client sales?"
• "Your CRM is not linked."
• "You're paying for misfires, man."