A few years ago now (around 2018, to be precise), Google realised that it needed to be more accessible to the average business. Easier to understand, easier to use and basically no bother at all.

Prior to this, it’s reputation was that it was too techy (see my blog here about that one) and overwhelming (yep, wrote a blog about that too – here).

So it set about creating new campaign types

where you could just plug in a few details and leave Google to do the rest. And you guessed it my friend, I wrote a blog about my feelings for these too.

And since then, it’s worked tirelessly to improve its automation technology.

Because initially?

It was AWFUL.

And I don’t say that lightly.

But no ‘PPC Professional’ used broad match keywords. Or trusted Google to get anything right.

To say it’s come a long way since then is an understatement.

Broad match keywords are no longer the scary unknown, but part of a solid growth strategy in any ads account – ‘PPC Professional’ or not.

As Heraclitus once said, “change is the only constant in life”

(yep, I had to google who said it, but now we’ve all learnt something).

Smart Campaigns were Google’s way of letting you advertise without much effort – just pop in your website and forget about it. In return, you get zero info about how the account is actually performing and a monthly bill.

Here’s why I don’t love that for you.

  • You don’t know what’s going to work well if you don’t test things out. It’s amazing how often I’m surprised by the search terms that are the most profitable.
  • It’s hard to know if your ads are doing as well as they can, if you don’t have the data to show you how your money is being spent.
  • If you don’t have the data to show you what worked, you can’t replicate it or use it in your business.
  • If you can’t replicate success in your business, you can’t grow or leverage that success in your ads.

I mean, I could go on.

But basically what I’m saying is that you shouldn’t just ‘set and forget’ your ads.

Not if you want them to be successful and profitable and a treasured part of your marketing strategy.


Treat them as a big experiment, where you leverage the successes and learn from the failures and ultimately get the best possible results.

It doesn’t have to be all-consuming, either.

All you need is a plan for how to manage your account, and an hour a week. Tops.

In Profitable Promotion, I share my exact plan for how I manage my clients accounts and give you all the checklists and resources you need to take the stress out of adding Google Ads to your weekly ‘To Do’ list.

And if you haven’t heard already, the course is open to join right now! We kick off at the end of the month and I can’t wait to give you all my tips and tricks for profitable paid ads.

Don’t set and forget your ads – tend and nurture them. It doesn’t have to take much of your time but it’ll be worth the investment!