Endless Coffee Cup

Matt welcomes Google Ads expert Sarah Steeman. With over 17 years of experience developing, managing, and optimizing paid search campaigns, Sarah shares valuable insights into the complexities and challenges of managing campaigns in today’s competitive environment. Having both seen the entrance of paid ads into Google's results, Matt & Sarah debate the balance of automation and human expertise. Sarah shares her journey from web development to SEO, and eventually paid search, giving listeners a unique perspective on the shift in digital advertising over the years. You'll learn about the increased role of AI in Google Ads, the impact on budgets, and the struggles small businesses face as they try to navigate the often-confusing landscape of digital advertising. Throughout the episode, Sarah emphasizes the importance of understanding Google’s algorithms, mastering data analysis, and maintaining a personal touch when it comes to client management. She also offers advice to those considering a career in paid sea