Google Ads: Review and Rebuild Your Strategy for Growth with Ger Hayden, Core Optimisation

Ger Hayden is the Chief Digital Officer at Core Optimisation and has been deep in Performance marketing for over a decade, and somehow also finds time to be a Digital Marketing Lecturer. Ger’s worked across various sectors and for many clients winning awards and frequently driving triple digital year on year growth.

In this episode, Ger and Chloe take a big-picture look at Google Ads and why now is the time to fully review your strategy. They explore how changes in the platform, customer search behaviour, data, creativity and AI should shape the way you approach Google Ads today.

Dive in:

[03:40] Copywriting in big corporations

[06:36] Google Ads and Analytics Changes

[12:51] Optimizing Google Ads with Data

[14:50] Optimizing PMax for Better Placements

[20:39] Attracting new eCommerce customers

[22:16] Evolving Strategies for Google Ads

[23:36] Insider Tips from Ger!

Start Your Google Ads Strategy with Your Customer, Not the Platform

Google Ads is still about reaching real people with real needs. Before changing campaigns, bidding or targeting, step back and look at how your customers search and buy. Search is becoming more conversational, with longer and more specific queries driven by tools such as ChatGPT and Gemini. This means your website, content and ads all need to answer customer questions at different stages of the journey. Use tools like Keyword Planner to understand what your customers are really looking for, rather than focusing only on clicks and CPCs.