How to use Google Veo to create video ads for PMax and Demand Gen
Turn existing creative assets into short-form video, with tips for image selection, formats, messaging, and performance measurement.
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Sarah Vlietstra's latest articles
Moving from Google Display to Demand Gen: What you’ll lose and gain
New inventory and AI-powered creative come with trade-offs. See which controls and capabilities change in Demand Gen.
How to prepare for Google’s DSA sunset and move to AI Max
AI Max changes how Google targets searches, creates ads, and selects landing pages. See what to monitor and control during the migration.
How to win competitor traffic with Demand Gen and negative-intent conquesting
Traditional competitor campaigns can be expensive and ineffective. These alternatives help you reach buyers more efficiently.
How to get your Google Ads seen in AI Overviews
Here's how feeds, landing pages, and audience signals help Shopping, Performance Max, and AI Max campaigns appear in AI Overviews.
How to use customer acquisition and retention goals in Google Ads
Set smarter bids using first-party data, customer match lists, and lifecycle segmentation, while avoiding common reporting distortions.
The parts of Performance Max you can actually control
Focus on what you can control in Performance Max to reduce wasted spend and improve efficiency with search terms, placements, and targeting.
How to use Google Ads Performance Planner and Reach Planner
Model budget shifts, forecast KPI impact, and estimate YouTube reach before scaling. See how these underused planning tools work in practice.
Why AI makes agency-client relationships matter more than ever
AI may optimize PPC, but it can’t replace empathy, listening, or trust. Four relationship fundamentals still set agencies apart.
5 Google Ads tactics to drop in 2026
Some PPC practices no longer fit today’s automated Google Ads environment. Here’s what to phase out – and what to prioritize next year.
The Google Ads mistakes costing SMBs time and money
From weak strategy to poor user experience, these are the Google Ads mistakes draining SMB budgets. Learn how to fix them and grow smarter.