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Over Your Shoulder
Joined May 2010
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Ed Leake retweeted
Win a lifetime access to God Tier Ads Framework by @EdLeake
Open today’s panel:
countdowntoit.com/optmyzr/20…
#PPCAdventCalendar #GoogleAds #AdCopy
Ed Leake retweeted
Just recorded one of the best interviews of my career with @DigitalSamIAm.
I'm talking 'escape the permanent underclass' 101.
Literal blueprint to take your ad agency from $10k → $30k → $100k.
If you want to be excellent at agency ownership, follow @EdLeake and sub to his YouTube channel for the drop next week.
Ed Leake retweeted
Teenagers are heavenbanning themselves:
“When you’re talking to AI, you are always right. You’re always interesting. You are always emotionally justified.”
70% of teens have used AI companions, and half of those use the technology regularly (that's 1 in 3 teens)
Ed Leake retweeted
PPC is getting harder. But smart agencies are stillcrushing it.
We asked 1,100+ marketers across 70+ countries what's working in 2025. Then sat down with @EdLeake @siliconvallaeys @mikeryanretail @WijnandMeijer
Top takeaways 👇
🧠 AI isn’t magic
📉 Tracking is still broken
💥 Basics win trust
📊 Get the PPC Survey 2025: swy.do/J3rWtdCyu
🎯 Watch the full webinar: youtu.be/IbBHiTULRVM
Backed by @Swydo, @DataFeedWatch, @GodTierAds, @Optmyzr, @smec, @Producthero @TrueClicks and @hero-conf
#ppc #marketingautomation #swydo
Ed Leake retweeted
With all the speculation about Ai taking over media buying its interesting that Google made PMAX strategy infinitely more complex with search term reports and channel performance. So many new directions to take... Especially if we can get channel controls too. DGen complex too.
Ed Leake retweeted
If you think yours is big, wait until you hear about @Ben__Kruger 's...
$120 Million Google Ads account.
Lots to discuss and learn with this level of ad spend: youtu.be/V7DkQ2oxxE4
Ed Leake retweeted
There are too many AI tools and not enough time. Until now...
Manus AI is a step change in AI agents.
Even a dummy like me can ask is a question and it will pump out some seriously impressive results.
Watch me make stuff: youtu.be/54Hkl4gKehE
Ed Leake retweeted
Conversion Level data for assets in Responsive Search Ads is 11/10.
With most things in this update, I want to be glass half full, but I believe that all of these things should have been in there from the get go.
Good on Google for fixing it.
Bad on Google for holding back this data for years.
Now, I just can't wait to see how my headlines actually perform :D
🚨 Exclusive: Performance Max is finally giving us deeper data.
Here’s what’s changing — and why I’m (cautiously) excited:
① Channel Reporting
- True native channel breakdowns (Search, YouTube, Display, Gmail, Maps)
- Massive upgrade on what Scripts give you today (yes, you can throw them out)
- Product Data reporting included — ads that use product feed data is now available.
👉 My take: Massive step forward. But without channel-level ROAS goals, it’ll still focus your budget on Search / Shopping.
② Full Search Terms Reporting
- Same granularity as Standard Shopping.
👉 My take: One step closer to Std. Shopping & Performance Max being the same.
③ Expanded Asset Reporting
- Full visibility into headlines, RSAs, and Product Ads — including Search.
👉 My take: Sneaky huge. Finally real asset-level insights, even for Search assets. Most of you will gloss over this among all the news, but for me this is the biggest news.
—
📅 What’s next?
I’m (finally) optimistic about P-Max evolving into what we actually need:
Smarter controls for smarter advertisers.
Google try to optimize for everyone. You optimize for YOUR account.
Better insights and more control means you can optimize your account better.
I’m sharing a deeper dive in our Savvy newsletter this week. Sign up if you want the full breakdown.
PS: More news coming soon — I’ll be at Google HQ for GML alongside 20 invited PPC specialists. Stay tuned. 🚀
Ed Leake retweeted
🚨 NEW! One of the features I was most envious of only existing in Performance Max has finally made it out of beta and into Standard Shopping and Search.
New Customer Acquisition.
This was previously only accessible via Performance Max, but with Google’s opening of the toolbox and no longer being adamant that Performance Max is the only way for advertisers (thank you), it has now finally come out of beta.
⚙️ How it works
- You identify what audience = New Customer
- Conversions from these audiences get an inflated conversion value
- Smart Bidding sees these conversions as having a higher value
- Smart Bidding prioritize/bids higher for campaigns that generate New Customers
📢 Some best practices:
- It’s not 100% accurate, but it’s getting a lot better than when it was first released
- Use both regular conversion tracking and customer lists to identify new customers
- Do not use the recommended incremental value ❗
- Calculate the New Customer incremental value based on what you want your Target ROAS to do
🧮 Let me explain the last point:
If you add 25% of additional value, then a Target ROAS of 400% will become 300% for New Customers.
Is that sustainable for you? Maybe. Maybe not.
Do the math before you blindly apply a value for New Customers.
⚠️ Reminder:
Changing this setting will inflate the conversion value you see in your account.
The Incremental Value from New Customers will become backed into your Conversion Value.
With 20% added New Customer value, conversion value of 100,000 turns into 120,000.
This will make it very difficult to compare Year over Year if you do it out of the box.
For advertisers with plenty of data the solution is to create New Customer only campaigns (more on this in an upcoming YouTube video).
But for now, only turn this on if you have the intention to use it actively. It will not magically target more new customers. It will just lower the ROAS target for potential new customers, which can produce more new customers for you — but at an overall lower ROAS in your account.
Ed Leake retweeted
Being responsible for Google Shopping results in 2025 is high-stakes stuff.
• CPCs are shooting for the moon
• Supply is getting harder and harder to source
• Margins are shrinking at every turn
Brands are struggling to turn a profit.
And getting results isn't enough to stop clients from pushing for a higher ROAS and more volume. In fact, it only adds pressure to do better.
That is the life of an e-commerce/retail digital marketer. But now, there's help.
Because you can steal the strategies and insights of one of the most experienced and consistently successful Google Shopping specialists - @PPCKirk.
Kirk knows this platform inside out, better than most. He's a successful agency owner and Shopping don whose clients stick with him for years.
He talked me and @EdLeake through a ton of topics including:
• What types of retailers/brands Google Shopping works for
• How to get the 80/20 benefit from Merchant Centre (Next)
• The state of AI for ecommerce/retail ads
• Biggest mistakes people make in Google Shopping
• Tariffs, trade wars and the hypocrisy of ecommerce critics
Link in next tweet.
Ed Leake retweeted
This phishing email looked very real. It seems to come from a real Google address, and not only doesn’t Google mark it as spam, it even puts it in the same category with real Google service messages. Do not fall for it, just delete it when you get it.
Ed Leake retweeted
If your ads aren’t working, the problem isn’t the algorithm.
It’s your business.
- No product-market fit
- Unable to increase AOV
- Low LTV from existing customers
Ads don’t fix these things, they just expose them.
Ed Leake retweeted
Congratulations to @elonmusk on xAI's acquisition of X.
Not even we could have predicted this!
Ed Leake retweeted
Is it the end for #GoogleAds if match types go away?
For @EdLeake it's a conditional 'no'.
If they show 100% of search terms AND let you train the algorithm as to which ones work for an account, he thinks it could work.
I say it is.
Search themes (i.e. interest-based targeting) destroy the covenant of intent that Google Ads and its pricing model rest on.
Meta does interest better than Google and will win that fight.
This and a few Google Ads UI shenanigans below.
#PPCChat
