Google Ads news & trends for 2025: Search Max, AI & more

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00:00and basically with search Max what we will see is that Google goes again broader and broader and is searching for more matches and getting more inventory for example really fresh news was that for example Microsoft Clarity allows now integrating Google Ads into the software which gives you like a lot of insights outside of Google Ads metrics for example which are really important to optimize like ads creatives also heat Maps all right welcome everyone back to the PBC Mastery podcast today I don't have one guest I have two guests and um we're back with the Three Musketeers as we have called ourselves I have Thomas Eccel and Adriaan Dekker here with me um you both have been on the show before so let's keep the introduction short um but just uh just real quick guys um before we go into um the the introductions um Thomas and Adriaan are two of my three primary sources of news updates in the PBC World alongside Yan Fant as well always have to to shout him out the OG um and uh by following these two guys I stay up to date I'm subscribed to their newsletter both of them have a newsletter I'm subscribed to that so um yeah they keep me up to date in this fast changing PC industry so Thomas before we go into all the the latest news updates and Trends Etc I have one quick question for you and that is what is something that you believe about Google Ads that most

01:37people would disagree with um yeah it's a good question um I think uh many advertisers they they just try to focus on on Google Ads like on campaign metric CTR CPC roas whatever and they assume that just by doing Google Ads they can really Drive sales and become rich or whatever uh but uh I think like at the end really like a optimized landing page for example um is is very important also like for example a very complex checkout process um with like hidden fees or uh even slow customer support or something can really uh kill your uh your Google Ads so I think before starting um with Google Ads or just uh rely on Google Ads you should really work on your landing page you should really work on your checkout page payment methods and uh yeah I think it's sometimes better to pause Google Ads and start working on that than just let it go waste budget and think that it will sooner or later um make you rich so I think yeah if if you're not 100% 100% sure if your conversion rate is is really uh good then you should also um pause Google Ads and work on on landing page a processes I think that's very important and some people just think okay I just let Google let run I just put budget in and it will it will become I will become successful but sometimes I recommend to just pause Google Ads and work on other things first yeah yeah solid laying laying that good foundation and um Adriaan for you if you had to give

03:16an upand cominging PPC expert one tip or Golden Nugget to drive results what would that be stick to the basics uh in general I see a lot of people talking about shiny objects and I understand it when you when you're searching for that edge in your Google Ads campaign that can take a lot of time and risk in your account so always know the basics stick to that and then try to find for a small Edge a small test for example but you can get overwhelmed with all these shiny objects and all the all these special situations where for example the recommendations from Google do not work or they are off for example but those are special situations so I would say understand the basics um implement the basics and from there on look into more advanced stuff for example but always keep in mind that normally the basics work yeah that's really solid Man without that then there's no Foundation to to build upon so yeah that's that's definitely super important um so Adriaan for you um you're again you've grown so so crazy last year uh on LinkedIn especially um why why you're sharing a lot of news updates but You' you've also transitioned more to more strategies tactics Etc but why are you sharing so many news updates and what what drives and motivates you to show up every single day multiple times per day yeah a few things so I basically started because I thought my knowledge was not good enough around that time and

04:54I needed more leads so I could combine those two I could write about Google Ads about the news items because I knew that it's a fast uh changing world so I could post a lot about the news items then I when I post about them I have to read them look into it and then I know that I I learn that I'm up to date of course and then I can post that can grow my network and get some clients so that's basically how it started and yeah another point is that I just want to know everything I'm just a bit obsessed with things so I also have that with other things in my life sometimes that I just want to know everything and I'm just a very curious person so that's also it's just a part of my personality yeah that's cool man and I actually recently I saw one of your posts on LinkedIn where you uh posted a Google support page of I don't remember the topic maybe something performance Max related and you said oh they made this change to this page recently um is that something that you go through uh uh frequently just going through the Google support Pages um yeah you can just type in a URL and then you can say changed in last week for example and then I have just a few URLs that I will check and then I will check if they have changed something for example or sometimes they update a page and then I will just uh just check it um so yeah I I also search for news but it's not that I'm 24 hours searching for it it's more like in the evening I would just have a sheet with uh which pages I

06:32check yeah smart um so Thomas for you how is that for you what what motivates and drives you to to also share so many news updates strategies tactics Etc yeah um I think I news had been like the first topic for me that I started sharing consistently on LinkedIn like three years ago and I think that's a bit like my spirit and people know me and about know me because of that and follow me also for that reason uh so it it sort of become like my community responsibility like to share the most important news that that uh that for me as a full-time Google ad specialist are relevant uh like those news I share those news that help me as a Google ad specialist so I think that it will help a lot of others Google ad Specialists out there so like I don't I don't share any all the news I just share like the important ones uh and uh yeah so I think also showing up every every time every day I think it's also you guys motivate me doing so things they also don't stop so I said why should I stop then too um yeah and yeah I think it's like a bit my spirit um and also as Adriaan said I'm also my personality is also I'm very curious I if I if I like some topics I really need to know everything about it um and yet Google Ads is definitely one of those topics uh and then also if you're ahead of the news and ahead of all betas and trying out things and getting also first feedback from from other uh PPC members I think that also helps my accounts like from the accounts

08:11of my clients um to to stay ahead of competition and try out things first so being like a bit first mover in that yeah yeah yeah that's great man so um since you mentioned the the the latest news updates um what I would like to do with you too is just go through some of the bigger updates from the recent weeks recent months um and look at what we can expect in the PPC industry this year so maybe starting with you Adriaan um what's what are some of the biggest news updates um that we have that we have gotten recently that are important to know in my eyes it's just we just talked about it last week that people saw the the search Max future it's not a campaign type it's just a future and basically with search Max I also want to add another update that is I think close related to it and that is the bit exploration future that will lower your rowes and then we'll search for other Search terms and basically with search Max what we will see is that Google goes again broader and broader and is searching for more matches and getting more inventory for example I think those are two really big updates that will come and it's more about the it shows the direction that it's going through we we noticed for years that it's just going to be broader broader and broader and what Google does and they also say it sometimes in the Google marketing lives broad match becomes better and also the way how people are searching is really

09:49changing it's getting longer and longer uh there are we get new queries for example people are searching different on the internet so it it's just basically what we're already seeing for years um and I also think that product studio is a big thing because everybody talks about Ai and how it can uh make text for example but I'm just very curious how it will make good pictures because every time when I post about how it can make pictures and I show an example all these uh editors they will just uh say to me oh this looks horrible look at this arm for example and I'm just I'm just curious to find out if it becomes really good because a lot of people are just using AI for text for coding for example right yeah I think that's interesting one because I spoke to Maximilian vom Eyser the the the guy from Google um uh few few days ago is also going to be on this season and he said that one of the the um the thing that he thought about Google Ads that most people would disagree with is that he thinks that the quality of autogenerated videos is actually going to increase this year so we all know like the the examples you know the really bad ones with just a bunch of images and some some cheesy music and some text uh but he really believes that the the level of autogenerated assets is really going to become much higher this year so it's an interesting one since you since you mentioned product studio um and especially how fast everything is is is is changing with AI it would make sense that these things also become

11:26better eventually yeah and I'm also is about like the the AI agents like mhm I see people post yeah I made an AI agent but what if Google what if Google just made those AI agents they have so much budget Google meta for example pmax is technically an AI agent I I guess like everyone is talking about those AI agents now these days it's like nobody really knows what it is but it's like the special shiny object right now I think that's probably the number one shiny object for for this year but it's it's a fun one and interesting one to dive into um so you mentioned search Max bit bit exploration it was the yeah where they lower the RAS and then you get more reach yeah right it's just also a checkbox I think yeah okay and then uh product studio and AI agents 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 that's the only way we can grow the show all right back to the show and how about you Thomas um what bigger news updates or things have you seen recently that are good to know yeah um also I wanted to add on on the on the search Max which is a bit ironic right because Google wants to push broad match and now they integrate or they will integrate like a search Max campaign feature whatever it is we don't know and that might make broad match even obsolete because it's going to be kind of keyword l so it's like a further step because Google ignored our like we don't we won't use broad match and then we

13:04will go keyword lless so that's a bit ironic but yeah I think that's the future as Adriaan said um yeah really fresh news was that for example Microsoft Clarity um allows now integrating Google Ads uh into into the software which gives you like a lot of insights uh example um which are really important to optimize like ads creatives um also heat Maps um heat Maps an analysation for example going to be very interesting um yeah then I think for recent weeks we had um obviously the first real screenshot of a roll out pmax campaign level negative list which is uh very positive but as we can only use 100 uh 100 negatives in one list might not really be the game changer here um what I really liked what I spotted in the manjang campaigns recently was like a a dynamic learning Bas uh estimate um board let's say like that where you can really see um once you create a new Dem man and campaign what what kind of budget you should put and what kind of CPA for example you you can add and how many conversions or spend you can expect from that because the problem with Dem man gen in the beginning was always I don't know should I put 100 EUR daily budget 1,000 daily budget CPA of 50 or 150 and with this new tool you can more or less estimate how your Demag gen will perform in the first days for example how long you will expect to get a conversion so those like AI driven tools I think they are also going to be the future that help us to estimate more and

14:42forecast more um yeah I think also for demand gen there was so many new at um formats spotted on YouTube like we have Infinity landscape image ads that nobody uh knows how to how to create that even uh YouTube ads with views count where you can have like uh I don't know see a video with like 100k views so you the user might get a bit more attracted to it to click because it thinks okay if already many people saw the video might be interesting and yeah so I think there are a lot of there was a lot of changes also like messages for campaign level goals um when you create a new campaign next to website visitors goals phone calls goals or shop visit goals for example um yeah we we saw that Google is going into that message WhatsApp Direction um and as you said video video we had a lot of um a lot of news for example video site links uh no sorry video assets um which were really really cool update also from Google and I think the creative video site um is is going to be the future also from Google yeah we will have more video first ads yeah so um I think there's a few things that uh are interesting to dive into I think uh search Max uh bit exploration is an interesting one and then Microsoft clarity as well so maybe we can start with uh search Max because we in our in our last session that we did together on LinkedIn um we also talked about it but we didn't know too much um at that moment about search Max I think since

16:21then we've learned a bit about what it actually is and how it sort of works and my understanding so far is that it is indeed I initially I thought it was a new campaign type but it's actually a feature as you said Adriaan um where you can um bypass all the keyword targeting and just have a combination of broad match and DSA right and then Google can take uh the information on your landing page to create the ads etc etc do you think that all right well maybe one step back Adriaan is there anything else that we need to know about search Max about how it's currently working and that I haven't described just now now I think it's it's still very vague what it is how it's going to work it's a closed beta I don't have access to it um just think it's good to know what Thomas said that it's it's it's more going to keyword future maybe this is the first step for them um just going broader yeah and it's it's good to know that if it's going to work with your landing page you need to have a good foundation a good landing page for example so that will become even more important with these with these tools I do not have a lot of information about it right now um I'm just curious when Google will bring it out and if they will bring this future because it all depends on the performance uh of the beta I think so I do not really have a lot of information on it yeah how about you Thomas do you have anything else um about that yeah um like we cannot share anything it's under NDA like oh okay of

18:00course but um yeah but it's going to be as as we have the DSA um feature inside like the dynamic search ad I think it's it's going to work a lot with search intent landing page uh feed page feed and then create um like some ads like headlines like a DSA campaign or even descriptions so I think we will not control ads anymore as we used to with like pinning headlines with rsas and so I think this DSA element um I think it's going to it's going to um really like uh yeah have like have a huge impact on the on the ad generation and uh yeah but also I also think it's going to be kind of like keyword l or like broad plus I call it also in my mind um yeah but I also I've never seen it in an account um I think it's just in the US right now um rolled out for some bet accounts um I think it's even a better um so yeah I've not more to share because I also have not seen it yet but we're going to be yeah I got to be excited for about it do you do you think that this is the first step towards a keyw wordless future just uh just from what you think personally uh yeah I think it's the second like pmax um I think with search themes it's kind of like a bit like keyword L right before we didn't had search themes it was completely keyword l just based on like audence signals so I think this is the second but bigger step because now it's really affecting search campaigns not just having a new

19:38campaign type pmax so I think this is yeah it's going to be the the big step towards that that we all feared in the in the last years uh but yeah probably it will also work well then in in some years so yeah but I think that's the first big step yeah yeah and um uh I have haven't heard about this bid exploration actually Adriaan so it's it's a new one for me so I'm trying to unpack that can you talk a little bit more about what that is it just a feature in one campaign type is it all campaign types just search I saw I saw it for search it's just a box that you can tick on and then it would lower the RAS with 10% for example and then it would find new uh search queries where you that you could not reach because you had a r that was too high maybe for example so this just shows the I need to read it again um to better understand it but it shows just that they are going broader and maybe also more upper funnel you can also check like what is happening for example or is this adding um to a better performance because if you lower the rows you get you can get some more volume maybe and if you get more volume you can get more revenue for example but it just shows the direction that it that it's going to and I also think maybe there's some when you lower your row you could get some more brand awareness for example what if they will get uh the surveys for brand awareness and then say Oh but you lowered your Ros but now you have more brand awareness so this is really going to benefit for you

21:17so I was thinking about maybe it's also more that you can get a bit more brand awareness and then that they will frame that as positive for example what it it could be positive if you have more brand awareness of course yeah yeah but we'll see how uh if it is actually something that is serving Google because it's just being more giving more aggressive targets or or the advertisers um so Microsoft Clarity Thomas I saw your post from yesterday I think the the carousel uh that was a really nice one um to take you through the process of how to set it up um what can we do with this um with this with this new feature that is now integrated inside of Google Ads so I know that Microsoft Clarity it's a really really good tool to track how users actually behave on your on your page um and you can watch uh I use it as well you can watch the recordings so you can see where do people click how do they scroll Etc but how does that look inside of Google Ads how can we integrate that data what can we do actually with it from the Google Ads perspective yeah um so I think it's a a very good tool if you want to analyze different ad performances um thinking now for example about YouTube videos or the manen uh image ads for example where people look at uh what people click um also like I don't know some different uh dwell time or heat map uh analysis that you can do and based on on the data that Microsoft Clarity gives you then uh make data driven decisions like if I want to

22:56post this ad if I need to do um editing on the on the ad itself on the creative itself what happens if I if I adjust my headline here what happens with the call to action um testing also doing like AB tests on different call to action that might work for example buy now or Explore More something like that and then see with Microsoft Clarity um what works better and then just stick with that so it's kind of I think Microsoft Clarity if I will use it for my clients now it's it's going to be a big a AB testing tool for me to see what works and what what can I improve um so yeah I think that's that's really cool and yeah I was quite I was quite impressed that Microsoft went on on that on that step because I think Google is not 100% happy that Microsoft is able to integrate all this data um towards their accounts that means they can also read Google Ads accounts now I mean they already could if you imported in in Microsoft ads all your Google ad setup but now it's I think a new a new step towards that and um yeah I think it's it's a really cool tool um but also I think in the in the European Union you need to also have a a clear privacy policy if you do that uh you need to add that I think that's really important in 2025 to uh to say that I also add I also added it to my post yesterday and then some um law expert told me exactly what people should add um on their privacy policy which is really important uh yeah so I think it's it's GNA be very helpful for Creative uh campaign types and to do a

24:34lot of AB testing so like I added value to all your metrics that you already have in Google Ads yeah yeah all right so I think um you know news updates they come and go always are small things big things um but I think the the trends are really important for uh especially when we're at the beginning of the of the new year I like to always look ahead and and um ask myself where do I think that the the PPC industry is going this year and what's going to be important this year um you know what new things are we going to see what is actually going to work etc so Adriaan for you do you see any like major Trends right now or shifts or things that you you think are really important in the industry yeah I think when you just look at at Google and the company which direction it needs to go they they want more revenue of course so I think the you have seen YouTube growing for years right and it's growing year on year so they will invest in in YouTube again and again and what I've seen is that display network does not really grow in terms of Revenue when you look into the reports so YouTube will will stay uh and they want to invest in that and I'm not sure what will happen with Tik Tok I I think that Trump will get a share of it maybe that America will get a share or I think it will stay but we will see YouTube generating more and more revenue and more focus more ads more uh you can even for

26:12example uh have and campaign type that will get you more subs subscribers so more YouTube I'm also very curious what will happen uh with AI with Germany if it will get ads for example and how the user behavior is changing because Google got under that 90% market share it's even crazy that people panic when they get under 90% Mar because it's so big I was like okay this is really newsworthy but it's also they have 90% that's so much they still have everything still Monopoly yeah so I'm I'm just also really looking to the Future what will happen with AI because I'm using ChatGPT a lot when I'm asking questions I just want a direct answer and then I'm like when I'm searching on Google sometimes it takes time because you have to click on multiple search results mhm um so I'm I'm also curious about the market share but YouTube will be a big Trend again um AI just just less optimizations from our side yeah I think the crazy thing about the market share thing is that um as you said like they have maybe let's say they had 89.9% it's still like you have almost the entire pie um but with the the technology and how fast everything is changing this can change like in one generation because we see now with um um with Gen Z for example they are much more uh likely to search for something on Tik Tok than for example Millennials or uh or older so then in one generation it can completely shift so if the next generation is now uh much easier to you know I see it in my family as well so my

27:51my cousins they are like 8 n and they're using ChatGPT you know talking back and forth um and uh yeah if they grow up with that then in in five 10 years from now who knows where Google where where they will be so it's definitely interesting one yeah and I'm not I'm not sure how many people are really using the Google AI I'm not sure if it's really if it's really um I'm I think they will Google will in one week maybe announce their uh Revenue again I'm curious to look into it I think they will beat it again but I'm I'm not sure about the future with ChatGPT how that's going to be yeah yeah for sure um and how about you Thomas what what kind of Trends do you do you see for the industry this year yeah I think also Automation and AI is are going to be the the big keywords um for for for the transends for Google Ads but I think automation um with like a human oversight I think it's going to be really important because when we look now in the in the industry I think nobody just automates and a and that's it we always want to have the human touch on it we have to want the human oversight uh so I think that's going to be um yeah dominating in the future I think smart bidding or Target RWS in uh especially um we're going to be um made better by Google I think they will incorporate more let's say real real time signals um real time conversion signals also and maybe also some predictive uh analytics data in order to make it better like the whole machine learning algorithm will become also

29:28better because I think Google can access to more data AI will help to uh to evolve that um and yeah also think uh for example as we seen the LinkedIn algorithm video content like the the video and visual ads will become also very important for Google Ads um as I said before with video extensions um we saw also now for example um video videos instead of image assets already rolled out for so search campaign um we see we see the 3D shopping video experiences the augmented reality shopping experiences all that is going to be very important uh in in 2025 and and even 20267 and as Adriaan said YouTube YouTube shorts will also dominate I think the the trends for for the The Next Period and as I said before privacy Centric marketing is also going to be very important I think since now we have this boom of AI the European Union will very soon put like a new digital markets act for AI um going to be sure that this will come to in order to flag AI videos or like to to mark them and uh yeah um also like new metrics like I always said the marketing efficiency ratio like total sales divided by um by total marketing span for example is going to be a very important metric because you cannot track everything and you cannot attribute everything to vs Google Ads so all this I think it's going to be the the trend for the next month years yeah super interesting man and I think the I I wrote down the shopping experience one

31:05that you mentioned where Google is changing the the how shopping results can show especially on the shopping tab on Google search um yeah AI is you know we're talking about Automation and AI inside of Google Ads but it's also outside of Google Ads platforms that are changing because of because of AI so that's a a really good one because AI is um changing how how it's possible to get personalized recommendations for how you shop for example um and I don't I don't think that people talk about this enough because it has a you know big impact on um what search queries you can you can show up for with your shopping ads Etc and your shopping feed becomes so much more important because the more Rich data you have in your feed and on your landing page Etc the better it the easier it becomes for AI to pick up your products and put them in in a AI overview or in the shopping in the shopping experience so that's um exactly that's a really good one the Google AI is already so strong in in the United States um especially that just by having two or three like good images in your shopping feed it can create a 360 uh shopping video for you yeah uh so yeah that's already really Advanced uh but it's just possible for two categories it was shoes and uh and house apply says House Furniture something like that yeah hom Goods Home Goods it says Home Goods yeah and it's I think it's going to be rolled out in other in other countries soon but uh there you see how strong the algorithm already is the Google AI yeah they can just cut the cost of creating images and videos and

32:45people can put that into video ads it will just become cheaper and that way more people can spend so it's really just looking at the top Google wants more Revenue how can they do that okay they can can go upper funnel with the campaigns including YouTube including the man gen cutting uh marketing people cutting editors then you can spend more on the platform yeah yeah for sure and um as you said like their goal is to make it so good so that you will actually use it because we we we know again that the performance Max autog generated videos that we had for the last two years they were so bad that everyone was like no we have to use only or we need our own assets but if those videos start to become good as well then yeah it's a that's going to be a big Revenue driver for for Google so um yeah it's in their best interest to make it as good as possible as well for sure um so what are you most excited for when it comes to Google Ads in 2025 Adriaan I think the the shorts only placement when they bring that out that's going to be an interesting one that's going to be really an interesting one I I already had some people in my DMs that were saying like I can't wait until the shorts only placement to see how that's going because also Google talks a lot about how YouTube is a really uh one of the most I think the most few platforms research from newon for example they say so I'm really curious about that future and also what

34:24Thomas said the 3D images with AI it's way easier and cheaper to create those uh effects and also change backgrounds I'm just very curious about how how that will change the landscape and if I can use that for my clients if I can get for Christmas a special background really easily and that looks really good yeah absolutely and now how about you Thomas um anything else that you are particularly excited about for Google Ads this year yeah so as we said search Max I have so many questions for Google so I'm going to be excited to test it out uh I'm thinking always do we have all the search jums available will we have negatives uh how is the how is the the Ad Pro um process working so I'm G to be excited about search Max and uh for sure I'm also G to be um excited about the new AI features that might come for Google Ads all kind of new stuff that we right now would not imagin to have and then suddenly we have them so I'm always like this surprise effect excites me um then uh obviously probably I I also wanted to have like a cat gbt Google Ads integration I don't know if this will come or not uh it's something that that I was thinking about um yeah and then just being with you guys in the Google Ads Community being in front sharing news uh a lot of valuable stuff Advanced strategies so that's excited me also a lot yeah yeah man and as you said like search max if it's something that is

36:02completely new like like a search Max it's fun to just go and find out as much as we can about it and then share share with the rest for sure um all right so I want to transition guys into a few final rapid fire questions uh you can give a you can give some context to your answer if you want to um last time we we did this it was like really like you have to give one answer uh now we can you can give a little bit more context if you if you want to um so let's start with you Thomas do you think that Google will lose more Market search market share in the upcoming months or years yes yes I I think so um just a bit of context like when the digital markets act in March 24 came in um like any every browser had to like choose which um which um uh browse like every yeah every browser had to choose which kind of search engine he wants to use or she wants to use so there were like a big list of eosa Microsoft Google so I think that killed also a bit of market share in the European Union and I think it will still go down it will still decrease I just like a couple of days ago I looked at the the market share graph and uh um yeah the trend is declining so yes that's a yes answer what do you think Adriaan um yes especially because J GPT is getting so big and they will make it only harder and harder to keep a monopoly because it's it's not in the favor of the European Union I think to have such a big uh monopolist in the search Market yeah yeah cool um Adrian

37:44what's the worst Google Ads advice that you've ever gotten just raise your budgets like okay just raise my budgets right and then what happened if I have a if I have a hard target what will it do only if it gets limited by budget or just yeah just just raise just raise your uh cpcs or just lower your Ros yeah what will that do because if you already have a good campaign it's already set to the rowers you want or hitting the target you want so I I think that's not not always the best optimizations of course when you get limited you should increase your budget but just saying oh yeah we just need to increase budget yeah that's you can do a test sometimes when I'm I'm working with Legion and it's hard to say what it's really doing I will say okay let's just test for a few months with with a higher budget but just somebody saying let's raise the budgets and uh Thomas how about you what's the best Google Ads advice that gotten o that's a good question um the best I think it's from it was from a rep once I think uh where he like tried to make me realize that you need to zoom out from Google Ads and not just be focused on on the platform and because you need to realize that there are like other factors external factors that are way more U important sometimes than just your campaign structure uh I

39:22think that's that was the the best advice I got that made me like realize a bit more it was I think three years ago yeah long time ago but that takes you out of the yeah it takes you out of the tunnel vision exactly yeah um Adriaan what's your favorite PPC tool at the moment I take profit metric for Ecom stores is really good and yeah ChatGPT to to just to help you with some good copy or to get new IDs like Thomas said it still needs a hum but sometimes you get these hooks or just add text or keywords you're like H yeah I did not know that or I will just say Okay scrape this website what is this website about and then I already have an ID and the keywords that I wanted and then I'm just checking okay what do you think is the most important service from this website and maybe it's not um it's not clear on the website because if he does not know it I will check oh maybe it's not clear so I think profit metrics and CH GPT nice one how about you Thomas favorite BBC tool or tools yeah I have to say my chat gbt I I love it I use it all the time like my custom made one um that just helps me like during my whole work day with Google Ads um I also like try to integrate it in Google Sheets now um like there is a add- on for Google for CH gbt but I Tred to to get like the specific my GPT inside the the Google Sheets in order to have it like directly there um um um so you can write like already um some ads inside there and

41:02then you just upload it to Google Ads editor uh yeah so my my custom jbt nice awesome okay guys I have one final question for both of you uh let's start with you Adriaan if you had to give experienced bpc experts or up and cominging can also be one tip that that can improve their careers what would that be like Thomas said look at the big bigger picture Google Ads is just a tool uh understand the basics start learning about the basics don't get overwhelmed with the shiny objects and it that's just a tool it's so important that you have a good service a good landing page if you do not have that ads won't work and you can tweak what you want um you can have calls with your client and he will say I don't understand it but it will not work so have a look at the bigger picture start understanding how businesses work and then implement the basics of Google Ads good tracking good copy and then I think it will work love that it's uh so important man looking looking Beyond and sticking to the basics absolutely agree uh and Thomas for you if you had to give one tip for pcers uh to improve their careers what would that be um yeah I would say don't let the impostor syndrome get over you and if you scroll a lot of time on LinkedIn um you will see so many dudes out there showing how many Revenue they create for a for a for for a client and never show you also the fails for example so you will just see

42:42positive results on LinkedIn um and never like the real picture and that can also that can pull you down so don't let this this this PA and the impostor syndrome kill your motivation love it man um stick to the basics look Beyond Google Ads and don't let impostor syndrome kill your kill your progress uh Thomas Adriaan as always thanks for coming um it's pleasure talking to you guys um yeah work can people follow you on LinkedIn obviously uh you have you both have your newsletters where can people find that Adriaan on my website uh adriaan-dekker.nl and I'm also starting slowly with YouTube oh yeah that as well subscribe subscribe guys and uh Thomas yeah also my website um the newsletter and uh I also started YouTube and Tik Tok for video content are you going to continue with Tik Tok now yes I think so nice I think don't it's it's it motivates me for 2025 be more active there yeah so nice I will do it that's awesome okay guys thanks for coming on and uh catch you on the next episode bye thanks for having thanks miles thanks t 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

44:20is if you want to get advanced Google Ads tips delivered straight into your inbox on Mondays and Fridays head over to PBC mastery.com newletter 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