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Previous sessions

 

Live Q&A - 11/09/2026

Topics discussed:

  •  PMax channel prioritisation: Google (finally) testing a new way to steer Smart Bidding towards/away from individual PMax channels. 
     
  • Search and AI Max experiments: Three new experiments/planning features, including the ability to test AI Max with brand and location controls intact. 

     

  • Microsoft AI Max: AI Max is now fully rolled out on Microsoft Ads (and Google Import could switch it on there without you realising.) 

     

  • A search term doesn't have a conversion rate: The same search term can perform very differently depending on which keyword matches it - so always look at the route, not just the term… 

 

Live Q&A - 28/08/2026

Topics discussed:

 

 

 

Live Q&A - 24/07/2026

Topics discussed:

We went through a Google Ads advertiser survey I'd filled in, talking through what each question is really asking (and saying...) about Google Ads

•Are results actually getting worse than a few years ago?
•Signs on the road to AI Max
•Trust, the antitrust disclosures and "shaking the cushions"
•Google's AI on creative, bidding and budget allocation

 

10/07/2026

 Topics discussed:

  • What the Smart Bidding change is and who's most exposed
  • Why targets are becoming literal, not just directional
  • How to prep before 17 August
 

12/06/2026

 Topics discussed:

  • PMax Asset Experiments now rolling out

  • OpenAI ads: UK go-live + pay-for-results pricing 

  • Google Ads testing images in sitelinks

  • 3 key topics from a recent 121

  • Claude artefacts for client calls

  • Riding elephants (!)

 

Live Q&A - 29/05/2026

Topics discussed:

 

Live Q&A - 15/05/2026

Topics discussed:

  • Message assets (extensions) now including WhatsApp messaging
  • New charts for PMax channel performance over time
  • ‘Performance and principle’ when choosing negatives
 

Live Q&A - 24/04/2026

Topics discussed:

• AI Max taking over DSAs
• How AI Max is shaping up
• AI Max text customisation guidelines
• (and a very neat RSA headline creation prompt)
• What Actually Drives RSA Performance - study from Optmyzr



 

Live Q&A - 10/04/2026

Topics discussed:

• Competitive pressure index - a better way to measure competitor activity in Google Ads


• How I structure my work with Claude across all client accounts...



 

27/03/2026

 Topics discussed:

 

13/03/2026

 Topics discussed:

 

Live Q&A - 27/02/2026

Topics discussed:

• Google Ads AI support
• PMax A/B asset testing
• PMax placement report improvements
• AI in your PPC workflow

 

Live Q&A - 13/02/2026

Topics discussed:

  • Invalid click metrics (what they do and don’t tell us)
  • ChatGPT Ads
  • UCP (product feed straight to AI platforms)
  • When Broad Match > Exact! (article)

     

 

Live Q&A - 30/01/2026

Topics discussed:

• New remarketing audience exclusion option for PMax 

• Brilliant new productivity feature for Chrome 

• Microtips - how they're going

• (upcoming) - What goes into ROAS/CPA target decisions…



 

Live Q&A - 14/01/2026

Topics discussed:

• Can we ignore PMax?

• Do we have to get involved with landing pages?

• New microtips series

• New navigation feature in Change History



 

19/12/2025

 Topics discussed:

  • 3 important reminders from a recent audit
  • Top 3 highlights from the year in PPC
 

05/12/2025

 Topics discussed:

 

Live Q&A - 21/11/2025

Topics discussed:

  • Useful new ‘original conversion value' metric

  •  Can AI Max trump exact match to serve an impression!?

  •  Why Exact match is less effective than it used to be?

  •  Tips for getting more out of the PMax Placements report

 

Live Q&A - 07/11/2025

Topics discussed:

  • A look at the new diversity metrics: How wide-ranging is your search territory (and your ‘converting search term territory’)?

  • An interesting way to create video assets from images

  • The value of the ‘conversions by conversion time’ metric.

 

Live Q&A - 24/10/2025

Topics discussed:

• Google sneakily increasing NCA conversion values (and reminder of the reporting impact of NCA values)
• AI Max and its effect on Impression Share
• An Interesting question on Quality Score, and location-specific search terms

 

Live Q&A - 03/10/2025

Topics discussed:

• Algorithm change to Demand Gen - fitting it better to drive direct conversions. Discussed in this episode of Google Ads Decoded: 
• Gold in the Report Editor (from last week’s blog post)
• Buy button in ChatGPT now live! How to adapt…

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