20x case study: from €28K to €550K in 1.5 years

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00:00it's more about big picture than the details because I think a lot of Specialists Focus really on the Integrity details you have to get the the T right right you have to get this buiding strategy thing right and I think like in the end if you have for example a good offer and a strong demand even if you do things like not perfect inside all those for sure important technical details you can still drive really good results all right GM and welcome back to the PPC Mastery podcast we have a special guest today Niklas Buschner he's uh one of the members of the PPC Hub and um CEO and founder of Radyant a digital agency from um Berlin in Germany and Niklas is one of the most active members has been one of the most active members in the in the first year of the PPC Hub sharing his knowledge sharing epic case studies um doing presentation about the things that they are doing at Radyant and Niklas it's just really cool to see what you guys are constantly doing and innovating and also how you're taking the time to to share those insights with the with the community so it's my pleasure to to have you on and I'm super excited for this conversation and the case study that we're going to be discussing thanks so much for having me on mes anytime anytime all right so Niklas uh my first question is tell us something about yourself that most people don't know uh I think like what most people don't know is that I uh I'm a really big lover of going hiking so I mean it's a

01:38private detail so people that that know me like from my private space know it but we're big fans of uh Southern tyu uh I used to go to the mountains when I was a kid for she for skiing uh but I always imagined what the mountain looked like without snow and I always had this dream and then I fulfilled this dream uh went to the mountains um why why they were green and since then I love it more in the summer than in the winter yeah that's very nice man have you ever been to South Africa uh I have been but only on a Transit trip because we've been to Africa once like um Zambia bwana and then also mmek uh and we had to go over I think joerg but only one night so I would say technically yes but not really yeah exactly yeah if you're into hiking man Cape Town is is so nice like they have crazy hikes over there like all I I guess all are inmediate plus level but such beautiful views and everything so I can highly recommend that for sure I heard about it from one of my colleagues who's been to uh Cape Town because his his aunt or his Uncle so I mean it's aunt and uncle uh they live there and he's been there I think last winter so from 2023 to 2024 and he send pictures of going hiking and uh yeah seemed really nice when in Germany it was like just rain and sometimes snow and like uh from minus5 to 5 degrees so yeah thanks for the recommendation yeah man for sure

03:16um so all right man let's talk Google Ads so what is something that you believe about Google Ads that most people would disagree with um I think probably it's more about big picture than the details because um I think a lot of Specialists Focus really on the Integrity details you have to get uh the the T right right you have to get this buiding strategy thing right and I think like in the end um if you have for example a good offer and a strong demand even if you do things like not perfect inside all those for sure important technical details you can still drive really good results so in essence uh I think most people that are more deep in the space forget about marketing fundamentals and this is like core and center of every uh successful marketer yeah yeah I love that man it's so uh so crucial to understand so um I would like to talk to you about an epic case study that you guys have created at at Radyant um but before we dive in um could you maybe tell us a little bit about your journey in PPC how you got started and how and why you started uh Radyant sure thing um so basically I graduated from high school in 2013 so it's already more than 10 years and I started to like uh have a strong interest in internet internet business um I still remember I was sitting with a netbook so they were called that back then it was like these uh 11 in or 10 in really small notebooks um I was sitting

04:55in class like uh not during the class but during the the paes and I was checking Facebook and I was checking the source code because I really wanted to understand like what's behind it I always wanted to look behind the curtain that's like my main driver also like big recommendation for for everybody if you have this this motivation to just understand things how they work it's like I think it's crucial to really level up personally and in business but basically I started to build websites for friends and family and like small businesses uh in I mean Berlin is a big town but still like you have small communities here uh also and they asked me hey how can I get traffic to the website and then basically I stumbled upon Google started to do first things SEO and then also started to do first campaigns in Google Ads and this is basically where I started so I think I managed my first campaigns in either 2014 or 2015 so it's been quite a while and then yeah from time to time so I I did studies on the side and everything and also completed the the B bachelor's degree Etc um but then in 2019 I felt like um I want to do this with other people so not be on my own and then I started an agency and this is basically uh how we build it up over time and now at Radyant we are speaking now July 2024 10 people so including me so it's rather Boutique but still I think we are a strong force um and but it's also not my goal to have like a 100 people organization whatever even if if this is not simple to do but I like to have like

06:35a small team of fellow experts sharing the same vision about those channels and also uh yeah sharing the same love for for um as you coin the term magic internet money which I really like doing things on the internet and making things happen where some people still like don't really understand what are the mechanics behind it and this is basically in the not sure the the Journey of me and of Radyant yeah I love that man and to be to be fair I didn't invent this term magic internet money I saw it somewhere else as well but yeah but I like it and now for me it's always connected to you nice I'll take that I'll take that um so at Radyant you you you have really good team with smart people working on uh working on cool clients and you shared in the PPC Hub you shared a case study uh in which you took an account from 28k per month in spend to to around 550k per month in spend in only 1.5 years um that's almost a 20x so the question is how do you get such crazy skill in in such a short time and could you talk about this case study like uh I know you cannot really share like what the client is but yeah more so the the mechanics and the the content of of the case study the things that you did in order to yeah get that fast growth in in such a short time because that is that is insane yeah sure so I think um first of all it's a lot of luck in terms of getting this client that had this particular journey in mind and envisioned um to really scale their business but still like I'm a big

08:12believer of facilitating luck so basically if you put yourself out there and like always try to be open for opportunities then things can happen and in this particular case it was um a a startup company in Berlin and they were on the edge of going the next step in terms of marketing and they have like a service so what I can say is it's like a local Service uh in real estate in the real estate Niche so to say uh in Germany and um they basically already had a setup going and this is also uh they were for example still optimizing uh with with uh Max clicks and had a quite fragmented campaign structure and all of that and where you just just saw that this is a service that a lot of people need you have strong demand they have a strong offer also um and it really worked well and then I just did an audit of the account and I found a lot of opportunities and I gave them so to say free audit because I'm a big believer in uh I rather convince the client with a lot more um like free work so to say upfront and then have them work long term with me because in the end it's better R than just selling an audit and then maybe um they they decide to go with a with another agency um but yeah basically um we just had an opportunity or we had a window of opportunity uh where there was not such a strong competition so there are definitely competitors in this space and

09:49this is a service that has been around for long but it was a really fragmented uh uh Market landscape so a lot of different vendors so to say um and not really a Consolidated offer and they were the first to basically offer this like a One-Stop shop basically for this service um and yeah this is maybe uh the the the base for it um I don't know what you um want to highlight so I just keep it with that for the moment yeah yeah no no that's that's really good that's the the high level overview so let's dive into into the case and you mentioned already twice in this conversation the first thing you said said about that um what you think about Google Ads that some people might disagree with is the importance of marketing fundamentals and and the offer and you immediately mentioned here like the offer for this client is is really good so I guess that gave you the the foundation to to skill on but still the the agency or the other person or inhouse that they worked with before wasn't able to unlock this this this scale so yeah um I know that you are super humble always and uh and uh not necessarily flexing like other people might with results um but let's dive into into the case study here like what did you do and what were the the steps that you took to take it from okay you started with an audit um what did you let's let's start with this what did you find in the audit yeah exactly so maybe to your point before um it's definitely true that um we try to be humble at Radyant but I think in this

11:27particular case the client was able to do a really solid start with Google Ads because they they like took their time and they tried to like also do as best as they can but also they didn't feel comfortable doing the next step like spending a lot more money because they knew if we spend like not 20K a month so for for for a lot of businesses 20K a month is a lot lot of money they will probably never spend it on Google Ads but for some businesses it's not and depending on what your Revenue what your turnover is so 20K can be uh a starting point as for them but they didn't feel comfortable spending like twice or even more themselves because they knew this is not like this is not our profession so our profession is this is why I'm a big advocate of thinking about if you really want to have Google Ads inhouse or if you want to hire like professionals professionalists like Freelancers or maybe agencies because your core responsibility is your product like and maybe customer service and everything that's around the product but Google Ads or also other marketing channels is basically product in itself so when this is also when to maybe do the bridge to the audit when we looked into the account what we found is for example that they have a lot of campaigns running so they had 10 campaigns running and a lot of these campaigns didn't have enough conversions per campaign and as we know like having a solid database is really crucial for the algorithm to proper optimize on so they had campaigns that had like 400 conversions a month but then also

13:05campaigns that just had six so a big discrepancy where you just know okay the campaigns with a lot of conversions work well but the ones without uh don't do such a good job um and also what we found is for example all campaigns were running on maximized clicks and so you're not just like this is okay you can do it but at that point where you already have campaigns for example bringing in 50 conversions or even 400 conversions a month you just have to switch to other bidding strategies like for example uh a Target CPA or even if you have conversion values than Target draws or something like that maybe portfolio bidding strategies uh more advanced stuff but still and then also leads were just tracked through G4 import and I mean Google tries to like force this a little bit more now like with G G4 being the single source of Truth um but still as we know uh Google Ads conversion tracking also back in the day was far more advanced uh enhanced conversions weren't available for ga4 um I think conent mode was not available not 100% sure about that depending on the timeline um then view through conversions obviously uh not possible through G4 and also then some leads were double tracked so basically you had a lead um a journey where somebody would fill out the form and then after the form they would be able optionally to book a meeting and they tracked the Forum fill out and the meeting and this basically inflates the number of leads um because they had it together in the same campaigns and in

14:43the end you don't have like a clear view on what your lead costs because in the end if you spend a100 and you get one lead uh being one form fill out but then you also track one uh meeting booked your CPL so to say technically says 50 but in the end it's the same person just two actions and these are the things not to go maybe in too much detail um that we found and where we immediately saw okay these are like uh points of Leverage where we can go in with our expertise and uh like improve the foundation to make this account scale ready hey guys real quick if you like this episode don't forget to subscribe so you don't miss anything in the future and feel free to share with a friend colleague or family member cuz that's the only way we can grow the show all right back to the show you said that maybe it's not you know the most sexy thing to dive into more but I think this is where this is where you make the difference because you have the the data that you um have been able to clean up for this client and that allows you to then make better decisions uh challenge your client maybe on certain things in their business where there might be issues or uh where the the the lead to close ratios might be lower or whatever it is um so I think that's even though it a lot of people will ignore that because it's just not sexy it is absolutely crucial to lay that Foundation um and I know that you um you used offline conversion tracking right to to to to fill in the gaps between those duplicated conversions on the

16:21front end and and maybe like getting lowquality leads um could you talk about how you used and how you leveraged offline verion tracking for this client sure 100% maybe before I talk about that what I really like I'm a big fan of analogies and what you just said about not being like the most sexy things but in the end you want a good result I like to think about that as for your accountant or a Tax Advisor because in the end when they look at certain laws and regulations or whatever it's not sexy but if they in the end can tell you hey you can save 5% taxes 10% taxes then you start to listen inance here sometimes the tech technical details about conversion tracking might not sound sexy but if they help you scale more and in the end make I don't know 20 30% more revenue or improve your bottom line um there's there's like a certain sense to it yeah um but still offline conversion tracking exactly so I'm a big big big fan of offline conversion tracking and I still uh cannot understand why so many accounts don't use it so I think accounts that are handled by Specialists like for example the members of the PPC Hub um they surely use offline conversion tracking and they know how to use it but I think for a client um managing not only the Google Ads but also product development customer service Etc so especially in-house um I often see problems with it and basically what we always do is we um take a simple setup so to say where we track the leads on the website so this is not offline conversion tracking yet but then we track qualified leads and Deals and

17:59qualified leads we have like uh multiple definitions of it so sometimes we say if uh an offer has been sent so in this particular case it was an offer that has been sent to the client because they would only send an offer if the client or if the the lead is a good fit or if um a positive Discovery call happened or if you have agreed to a follow-up call whatever so I just want to emphasize that you have to be a little bit creative about how you define your qu qualified leads and then in the end deals obviously when um the contract has been signed or the um the offer has been has been confirmed um and yeah we used this to actually differentiate the campaigns between um their impact on leads generated and their impact on on revenue and what we noticed for example when we Consolidated the campaigns in the beginning and doubled the budget um the CPL Rose quite significant ly so by around 40% um and a lot of people might think hey this is not good uh why is this why is this going on but what we noticed based on the offline conversion tracking Now offline conversions now being tracked in the account is that one of the campaigns was the major Revenue driver but this but the leads were more expensive but then we said hey if we just look at the leads and the CPL it might sound uh like the bad idea to push the budget there because obviously in the other campaigns we get leads for uh a quarter or a third of the price but in the end if we make most of the revenue

19:39with a more expensive lead it makes more sense to to spend um and like we have in Germany the saying like if you buy cheap you buy twice um and I think this is this is this is same here um and if we wouldn't use offline conversions we just wouldn't have this transparency to make this decision and so all of that like how you um train the algorithm Etc um there's a lot to talk about that but in essence if you just have this data this transparency to drive the right decisions in terms of where do I spend the client's money in the most efficient way this was like a big game Cher uh for this account yeah and then um so how did you actively use that that data when you have that uh at your disposal so with the offline conversion tracking so um besides the decisions in terms of where to send the budget we also then um had a campaign that was a little bit struggling in terms of how many qualified leads we generated and how much deal value was generated and then we actively switched the optimization of this campaign to qualified leads so we basically said hey we don't want to optimize on website leads anymore but on qualified leads and there Bob for example from um one of the your co founder from the PPC Hub or from PPC Mastery was a big help in giving us a little bit of a Playbook on how to do this switch because all switches around conversion tracking a bidding strategy can be uh like it can be a make or break situation um and in this particular case it really worked well so um we basically we just spend 20% more but made 100%

21:20more deal value so you immediately saw like after a month time so takes a little time it's not a a day by day thing or week by week so uh we we took a month and then compared it to the following month um and we basically spent 20% more made 100% more deal value uh 63% hor increase so quite nice numbers and we had this case also then um multiple times uh in the future so from from that point this was in summer 2023 so for example we just had it now um a few weeks six weeks or I think back with a pmax campaign that was driving leads but I would say rather cheap leads so they didn't cost much but they didn't bring much um and we also switched that to to qualified leads and we saw really nice Improvement there it spent a little bit less uh but what brought far more qualified Leeds and also significant improve in Deal value so this is something if you have a solid amount of qualified leads in your campaigns and I would say the same threshold applies as with normal conversions so 30 50 conversions per month per rolling 30-day period depending on uh your your sweet spot um and maybe the frequency of the conversions uh but still it it works really well and it it makes sense to me um to look at if you're able to to optimize on your serm actions being like qualified leads or deals yeah yeah that's that's really solid um let's see so you have this this new data that

23:00you're now you can report on you can look at it you can even actively steer on it uh I'm actually wondering how did that change or impact how you're communicating with your client because as you said like in the beginning your CPL increased by I don't remember what you said like somewhere between 20 and 40% yeah um which could cause some some Panic with the client how did that change the conversations with them and how did you work through these um on the front understand what might look like bad results yeah yeah generally we always try to look at the whole picture with the client so even if we don't have offline conversions in an account we um try to get access to their CRM or whatever they have like if it would be an e-commerce client to their Shopify to just be able to see what's actually happening in terms of what goes into their wallet or goes into their pocket um but we spoke a lot more more about qualified leads we spoke a lot more about deal value generated so we basically shifted the conversation a lot more to the actual business impact away from let's say numbers in a Google Ads account um and this was cool and I also think this is like important even if you are like the best Google ad specialist in the world you have to be able to talk the language of your client and talking their language means talking about the impact of their business and mostly the impact of their business for them doesn't feel like a CTR increase or a CPC decrease or CPL whatever but it's

24:38more of how many new offers did you send last week what was the deal value you generated last month compared to the month before Etc and this also reflects in in the dashboards we use with them um so we have all the the lead funnel from website leads cor leads deals in there the waras ETC by week by month um so we focus a lot on that in the conversation now yeah that's that's Epic Man it it all comes down to it all comes back to how you are being business partners to your clients and and and and sounds like that is really important to you how you work at at Radyant um instead of just focusing on the Google ad side of things the entire spectrum of their business and uh and how you can help them grow that I love what you said like learn to speak their language that's that's absolutely crucial because clients probably don't really care about impression shares and all that stuff like it's important for you to know they just want to know okay how many deals are we closing and uh get are we getting new leads Etc um awesome so what then what what happened after because uh you cleaned up the data uh you first you audited the account you lay a new foundation with conversion tracking how did you take it from there to to the next level even further yeah um we used our new solid base to do a lot of tests so we like to do high impact tests um it might sound like a buzz word but we try to test things that should work maybe sometimes they don't work um but if they work they have

26:17a high impact so we don't like to test small things where we might get um 05 increase in CTR CTR because could have some impact yeah butterfly effect um but uh it's not maybe the biggest so what we did for example we tested broad match and I mean we tested it in a time where there was still a lot of rumor about the let's say new type of broad match so is it really uh a better version than the version we know from back then when it was just let's say pure waste of money um um to say politely let's put it kindly yeah yeah yeah let's put it kindly good now um EX exactly so um yeah we tested broad match that went really well um we had a a nice increase in conversions around 20% um while decreasing um cost per lead a lot and we also and this was crucial for us looked at qualified leads um that clearly increased and also looked at the RAS that was constant so for us um a positive test because we are able to bring in more leads which basically means more opportunities and if the RAS stays the same and we even have an increase in the qualified leads not all of the people that converted then might be ready to buy immediately but having them in your CRM being able to contact them over time being able to nurture them send them helpful resources maybe send them a YouTube video about a case study or like a customer story and all of that makes sense it just doesn't make sense if you have crap leads that say Hey I have no idea what the service is about and I don't want to buy from you

27:55buy um so this was one thing for example and then also we tested landing pages so we started to build our own landing pages for us this is like a big um Factor because in the end if we control what goes in the Google Ads account in terms of uh conversions data input serm data Etc if we control the Google Ads account in terms of campaign structure in terms of ad settings in terms of assets used Etc bidding strategies why not also control where the clicks from the Google Ads account goes to meaning the landing pages um and especially in Legion I think it's like it's something that just makes it makes a lot of more sense than in e-commerce obviously in e-commerce you could try to think about uh conversion tracking for PDP or collection Pages Etc but building something you you can't build a new shop um just on the go um so this was also really crucial and there um we saw like I think one of the the biggest impacts in the whole account because because I mean we I think do quite a good job in terms of creating landing pages but also just the speed of iteration so being able to if you have a new idea in a campaign you can uh create a new landing page within a few days maybe also within the same day say same day and depending on your like how taxy you are what type of landing page Builders you use Etc um but just the the speed in which we tested out new stuff buil super tailored landing pages to new campaigns to new ads to new keywords Etc

29:35uh topics it was I think one of the biggest growth unlockers um for this client so yeah this is definitely I think key here yeah yeah very nice man um I think this is also part of your local search strategy right um exactly that's what we we could talk about local search also for for an hour but um could you uh could you talk a little bit about how you what that is first of all and how you implemented this uh for this case because I know that that was also a big dri of even more results yeah exactly um so basically if you have um services that are somehow deployed uh locally so it could be also a plumber uh it could be uh a repair service about something it could be also like um you have to bring your car to the repair sh job um people tend to not only and I I think this is true for basically uh around the world um people tend to not only you um search for the service but search for the service plus their region their City their Village whatever so basically you have a big potential of keywords where people actually tell you where they want to use your service and what we thought is okay if people use their City their region in the search query they have like a high um importance of this particular local orientation um and why not use this and

31:14show them their location in the ads and take it even one step further and show them their location on the landing page and I mean showing the location in the ads okay people that are somehow familiar with Google Ads know the location placeholder location placeholder I think is not the best idea if you have keywords with the city in the keyword or in the search query because you are reliant on Google identifying the location correctly and it could be right it could be wrong um so using a keyword placeholder makes a lot more sense here of course you have a lot of keywords than in your ad group for our client we had uh around 2,000 initially um but it's like there's a big demand um in whole Germany and I mean Germany is huge um so we used the keyword placeholder uh in in the ad and then also we passed on the keyword so to say or like the city from the keyword to the landing page and we did it with um the final URL placeholder uh on keyword level because I mean there there are other people that contributed something to the strategy that have fancy stuff on how to do it with with other Solutions but in in my idea it has to be simple and practical and we just had our keyword list in a Google sheet um and we had the city names and we then basically dynamically created so just Google Sheets sticking things together um created a landing page URL where at the end of the URL you have a query parameter query parameter is always just with the question mark um that features

32:54the city name and passes it onto the landing page and then on the landing page we have like headlines that are dynamically um adjusted based on the city that is passed to the landing page and this was the best idea we ever had uh so my colleague Marius he's a head of sea Radyant um he came up with the idea and then we really quickly pivoted or not pivoted we quickly um tested it um and the results were like crazy I think uh initially we got um just a significantly higher CTR so from somewhere around 11% to 15% which was already crazy um but even at a scale of about 100K um monthly ad spend per at group we reduced the CPL by 10% and on that scale I mean a 10% decrease is huge and then a little bit uh further down the line um we saw also the impact on qualified leads and on deals and we had like five like 5% points more conversion from leads to qualified leads so this was this was significant and the war increased by 16% and now basically this um ad group so the the the ad group that features the local keywords is by far the most important one based on Deal values um and I think like from March 2024 so quite recent now um basically the deal value from the local ad group compared to the generic ad group that also has the same service keyword but

34:34just not the adding of the city it has 50% more deal value and 84% better Wars so this is really crazy and on that scale it was a lot of fun um and yeah I think really really really great strategy for everybody doing local Legion I highly recommend you to test this out yeah epic man it's just the perfect execution of relevancy because you have relevant ads relevant keywords super relevant landing pages which is especially for local if you're seeing this type of service in your region then you already know oh yeah I need to go with these guys um yeah very very nice um you also have a video on your YouTube channel about go sech right yeah it's a recording from PPC Hub keyote H nice yeah yeah exactly so just quickly um I'll make sure to put that in the description as well but what's the name of your YouTube channel so people can find that it's as my name okay the same as my name so really simple just Niklas Buschner okay cool I I will link it down as well so uh if you're interested you can listen to that because that Niklas goes into I think 30 or 45 minutes going into the entire strategy and um what tools he's using to to set this up and to create these landing pages dynamically with insurgence Etc it's really really cool and also the exact Google sheet setup on how we put all the stuff together to dynamically generate uh 2,000 keywords and um the the URLs because it for me now it's simple but if you haven't done it already it might sound complicated so you just have a shortcut to having like a a usable setup yeah cool um so I think

36:16this was almost all of it of the case but are there any other key components that we missed um no but we have some new developments in this case because we always try to like push it more but this just came in quite recently so for example we noticed that and this is I think really key also for for for other Google ad Specialists um so thinking about the different awareness stages um that the the customers of your customer are in so basically the people you are targeting with your ads so some people might already be uh brand aware they search for the brand some people might be solution aware or product aware some might be problem aware but some not even aware about the whole thing and um the bigger your operation gets the more you have to think about how to address the people that are like more up the funnel um and there uh basically the client they had the initial idea coming up with some sort of free check so where you can basically um put in some data about your house and then you get an assessment about um how much can you save with a renovation etc etc um and this proved to be a real game changer for demand gen um because we have like a very big inventory obviously on YouTube um Gmail Google app uh so discover feed um and the leads are really really uh cheap so to say but in the end they still convert quite nicely um because people see hey this is how much I could save and this is basically the things that I have to

37:52do and then they have a a very well-trained sales team that goes into the conversation and just basically educates um the leads about possible solutions so and like what you can take from that in essence is um if you think you have maybe maxed out the active demand in the market think about the next steps you could take but also always um make sure that you adjust your communication because people that might feel the problem but might not be ready yet to take action they need a different um communicative approach so you can't just tell them hey buy my service now it's you get you also get 20% discount it just wouldn't work um so you have to come up with Creative Solutions and this is I think also where it gets really interesting um in terms of demand generation in terms of upper fun and marketing Etc yeah super Interesting Man insane case study from 28k to 550k something maybe even more now we few few months further further it's still quite quite uh at the same level but I'm confident that there will be a point in time where we uh hit um seven seven figures in spent a month maybe not tomorrow but maybe somewhere in Autumn or maybe next spring and I will keep you posted yeah very nice man um so speaking of that you mentioned we're constantly talking about the spend what was the benefit for the client because obviously like spend for them is not a kpi but what was the the outcome for them in

39:29terms of business results it's the main growth driver for the whole business so basically um I think still around 80% or maybe even more but I think around 80% um of their leads come from our uh Google Ads initiatives so this is basically the facilitator of their growth um in in terms of business Revenue so they are on track um I think to make 10 million this year so basically scaling this quite significantly um last year I'm not so sure uh about the revenue last year uh but basically like if if you look at it in terms of business value um the whole company has really scaled based on this uh Google Ads rocket so to say um and it really helped them to attract a really senior people um get great funding from great investors um hit new Revenue Milestones um uh in also 2024 uh looking at a new absolute Milestone with around 10 million so um yeah I think uh there's a lot of business value in there uh and uh maybe at some point in time we can like pull the curtain and uh talk about the whole story in complete detail but but still now we have to be a little bit in stealth um but uh yeah that's that's that's what I can say yeah no I love it man thank you for sharing that case

41:05study so now I want to transition Niklas to a few rapid fire questions I'm going to give you two options yes let's do it I'm going to give you two options and you have to choose and you cannot say it depends and you cannot elaborate on your answers all right all right the first one is for Ecom uh pmax or standard shopping pmax okay Google has advertisers best interest in mind do you agree or disagree disagree broad match yes or no yes that was the closest it depends yeah yeah I wanted to say it yeah I saw it in your eyes can't say it um a ARS automatically uh applied recommendations better or good bad bad exclamation mark Mar yeah very bad uh manual bidding or smart bidding smart bidding smart bidding uh okay do you think match types except for broad are going to be gone in two years no and do you think hey no I'm kidding no I'm joking uh and then last one is do you think search and and shopping campaigns are going to be around in two years yes all right yeah so let's elaborate quickly on the the one before this about the match types what do you think is going to happen to them do you think we're it's going to stay as it is for a while uh I think it's going to stay as it is for a while um I think at some point in time we will move to these

42:44search themes we also have uh in PX already so I think this will also be like the main um thing for for search campaigns but I still think so why I said doesn't have the best interest in mind because I think in in essence um they have their sh shareholders interest in mind and this is like in their best interest and in the end so they have to ensure that there are enough people still spending enough money um to uh fuel their revenue rocket and like their Cash Cow because Google Ads is their Cash Cow obviously um and they have to find a good balance um but if I think like PX has been really big uh new product launch so to say and I don't think that they will do these like really big transitions in a really like short iteration like one year one and a half years and also we have to uh keep in mind that there's currently this anti-rust trial going on in the US um that was brought by the Department of Justice and depending on how this goes also how the whole presidency thing goes and this could also change stuff because if Google has to um somehow make concessions about their product about um how they display other Search terms so we as Google Specialists already live with 20 to 60% of Search terms not being available but this is for example one key Point um where the Department of Justice uh says and this is an abuse of power as a monopolist and so we just

44:24accept it uh because we can't do a lot about it um but imagine that changing and this is what I don't think like we can clearly predict what's happening because depending on how this goes Google might change their product um uh uh road map maybe a little bit to be fairer um but yeah let's see I think you should not you but everybody in the space should keep a close eye on that and how that goes because this will have a huge impact on us I love that man especially the um perspective on maybe like search theme like search key keywords in the future uh that would make a lot of sense um but also as you said like with the Anti-Trust case that is going on if that is going to bite them in the back for you know big time um then yeah maybe they have to give these manual options and more insights and then they cannot make the change so quickly removing manual bidding or or other match types Etc even though maybe they would like to maybe they just simply cannot on a legal legal level um cool man very nice insights so final question Niklas to close off this episode uh if you had to share three golden nuggets about driving results with Google Ads what would that be yes so um I thought about it during our session and I think um it would be this so the first is think about Google Ads holistically so don't only think about the account impression share CTR whatever but think about actually what drives results what the market conditions are uh what the

46:03offer is like Etc because I just had it um a few weeks ago um with a fellow member from the PPC Hub and he was struggling with results going down and the first thing I asked him is is there currently something something something changing in the market and what it turned out basically that a lot of the revenue in the account was generated by the brand and it was generated by a spike in demand for the brand during some holidays so some festivities and he was like oh man this goes down why why why and I just basically uh told him hey you have to think about it more realistically you can't just look at the numbers in the account you have to look at Google Trends you have to look at what's happening around there why are people buying why are they not buying um you you can try to Market winter cods in summer but it won't go as well as when it gets cold um so this is something where just think um uh uh look Beyond the Horizon um and then second is Master skills outside of the account so basically um it's the same as you also promoted the t-shaped Google Ads marketer and it makes a lot of sense to me um so you have to be an expert in um The Campaign structure Etc but you should pick another skill to Future proof uh basically your career so either conversion tracking so how can I set up conversions in Google tech manager how does offline conversion tracking work ET ET or maybe copywriting landing page building Etc so I like to think about and how we um do it at Radyant I like to think about our Specialists as um turning Heroes into superheroes so if I have someone that like basically has

47:42expertise in conversion tracking account structure and landing pages like what else do you need like this person is a marketing super superpower you know and a superhero so this is definitely it and then I think the third one is and I have to take what I already said earlier talk the language of your customers and that being your immediate customers and also the customers of your customers so because there's a lot to learn when you just ask questions when you are understand what's valuable to them what's driving decisions what's holding people back um and you just really have to understand that because in the end if you if you don't understand that you can't pick the right keywords um sometimes it might seem simple picking the right keywords but I think it's not and um I think it's about um really deeply understanding intent understanding awareness stages and all of that so basically think about Google Ads holistically Master skills outside of the Google Ads account and talk the language of your customers damn love that that's very nice all right Niklas well thanks a lot for coming on PBC Mastery podcast where can people follow you uh on LinkedIn um on YouTube and uh of course you can also uh like follow me in the PPC Hub if you are not a member yet you should definitely join when the doors open again because I think this is like one of the most valuable PPC communities around the world nice thanks for saying that man thank you for coming on and sharing this epic case study and and as always man thank you for sharing uh sharing your insights uh it's really cool to see the yeah what you guys are are are doing but also how you are

49:20positioning your yourself within the PPC Hub and how um selflessly sharing has helped you you know grow um outside of the PPC Hub on LinkedIn in the PPC Hub and uh it's super cool to to have you and feel free to come back anytime thank you so much M all right man and to everyone else thank you for listening uh don't forget to like subscribe all that stuff and I'll catch you in the next episode Peace all right that's the end of this episode of the BBC Mastery podcast I hope you enjoyed it and if you don't want to miss any future episodes we're going to be back next week then don't forget to subscribe and share with a friend family member or a colleague uh cuz that's the only way we can grow this show now there's two more things I want to share with you if you want to take your Google Ads game to the next level the first one is if you want to get advanced Google Ads tips delivered straight into your inbox on Mondays and Fridays head over to PBC mastery.com newsletter to subscribe to our newsletter called the PBC Edge and next to that if you want to really really really take your skills to the next level and become the best Google ad specialist you can possibly be then consider joining the PPC Hub which is our coaching and Community platform for experienced Google Ads Specialists you can find everything about it on PBC mastery.com Hub and with that said I'll catch you in next week's episode Peace