Customer Lifecycle Goals: The Good, The Bad, The Ugly
Decide whether Google Ads Customer Lifecycle Goals fit your business, and avoid settings that inflate ROAS or exclude valuable prospects.
About
Jyll Saskin Gales is a Google Ads coach, teacher and consultant. She advises agencies, business owners and in-house marketers, training them to get the best results from Google Ads. She hosts the Inside Google Ads podcast, her own “Inside Google Ads” and “Google Ads for Beginners” courses, and wrote the bestselling book “Inside Google Ads: Everything you need to know about Audience Targeting.” Jyll worked at Google for 6 years and has an MBA from Harvard Business School.
Articles
The Scenic Route To ROI: Mastering Non-Linear Targeting In Google Ads
Six real non-linear campaigns showing which adjacent Google Ads segments actually reach restricted or niche audiences.
The High CPC Paradox: When Expensive Clicks Are A Sign Of Success
Higher CPCs frequently align with improved lead quality and conversion rates, challenging the assumption that cheaper traffic performs better.
Google-Engaged Audience: Worry-Free Remarketing, Or A Waste Of Money?
Google-engaged audiences demonstrate where Google-owned traffic delivers higher match rates, stronger remarketing performance, and fewer implementation issues.