Google Ads with Ronand Ildesa | Build in Public Radio

In a recent episode of our Build in Public Radio Show, we had the pleasure of interviewing Ronand Ildesa, an expert in Google Ads. With years of experience in digital marketing, Ronand shares valuable insights on how to effectively leverage the Google Ads platform for your business. In this article, we've broken down the interview into key sections, with headings and subheadings for easy navigation. Read on to learn about the importance of proper campaign segmentation, embracing automation, and adapting to continuous innovations in the world of Google Ads.

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Ronand Ildesa's Journey in Digital Marketing

Ronand Ildesa began his career in digital marketing working for an agency that specialized in Google Ads. Over time, Ronand honed his skills and expertise in the field, becoming a go-to resource for businesses looking to improve their online advertising strategies.

"Google Ads has been my bread and butter for about six years now. It's been an amazing journey."

Throughout his career, Ronand has worked with a variety of clients, from small businesses to large corporations. This diverse experience has given him a deep understanding of the unique challenges and opportunities that different industries and business sizes face when it comes to digital advertising.

Finding Success in an Evolving Landscape

As the digital marketing landscape continues to change and evolve, Ronand believes that the key to success lies in staying up-to-date with the latest trends and best practices. By remaining informed and adaptable, marketers can ensure that their strategies remain effective and relevant in a constantly shifting environment.

"I think the key to success in this industry is to never stop learning and to always be on top of the latest trends and updates."

The Importance of Proper Campaign Segmentation

Why Segmentation Matters

One of the key factors in successful Google Ads management is proper campaign segmentation. By dividing your campaigns into specific segments based on factors like location, demographics, and device types, you can better target your audience and optimize your ad spend.

"The key here is to always segment your campaigns properly. This way, you can identify which campaigns are working and which ones are not."

Ronand also stresses the importance of experimenting with different segmentation strategies, as what works for one business might not work for another. By testing and iterating on your campaign structure, you can fine-tune your approach and maximize your results.

"Experiment with different segmentation strategies to find what works best for your business and target audience."

Adapting to Changes in the Industry

As the world of digital marketing continues to evolve, Ronand emphasizes the importance of staying up-to-date with the latest trends and innovations. Adapting to changes in the industry allows businesses to stay ahead of the curve and ensure their advertising strategies remain effective.

"Change is scary, but there could be something good in change. Google Ads has been proving that time and time again."

Balancing Manual and Automated Bidding Strategies

The Pros and Cons of Manual Bidding

Manual bidding strategies can be highly effective in managing ad spend and targeting specific audiences. However, they can also be time-consuming and require a deep understanding of the Google Ads platform to implement effectively.

"Manual bidding is great for certain industries, but it can be very time-consuming and labor-intensive."

Ronand suggests that manual bidding is best suited for businesses with smaller budgets or those who require granular control over their ad spend. For larger businesses or those looking for a more hands-off approach, automated bidding strategies may be more suitable.

Embracing Automation in Google Ads

On the other hand, automated bidding strategies have become increasingly popular as Google continues to improve its machine learning capabilities. While automation can streamline the bidding process and save time, it's crucial to understand how these strategies work and when to use them effectively.

"Automation is the route that Google is taking right now, and it's important to understand how it works to make the most out of it."

Ronand recommends that businesses should experiment with both manual and automated bidding strategies to find the right balance for their specific needs. By understanding the strengths and weaknesses of each approach, marketers can develop a more effective and efficient Google Ads strategy.

Identifying Early Signs of a Winning Channel

When it comes to evaluating the success of a Google Ads campaign, there are several key performance indicators (KPIs) to consider. These KPIs can help you determine whether your advertising efforts are generating a positive return on investment (ROI) and which channels are performing best for your business.

"Some of the KPIs to look at include conversions, conversion value, and return on ad spend (ROAS)."

Ronand suggests monitoring these KPIs closely and adjusting your strategy as needed to optimize your campaign performance. By keeping a close eye on your KPIs, you can make data-driven decisions that will ultimately lead to better results.

Utilizing Audience Bid Adjustments

Bid adjustments can be a valuable tool in managing your ad spend and targeting specific audience segments. However, Ronand notes that bid adjustments are most effective when used in manual bidding campaigns, as they may not be considered by the system in smart bidding strategies.

"With smart bidding, bid adjustments won't matter anymore, unfortunately. But they're still very good to use, especially if you're using manual campaigns."

Ronand also advises businesses to monitor and adjust bid adjustments regularly to ensure that their ad spend is allocated effectively. By regularly reviewing your bid adjustments, you can fine-tune your targeting and optimize your ad spend.

Embracing Automation and New Features in Google Ads

As the Google Ads platform continues to evolve, Ronand highlights the importance of embracing new features and automation technologies. While change can be intimidating, staying informed and adapting to these innovations can help businesses stay competitive and make the most of their advertising efforts.

"Google Ads is always innovating, and it's crucial that we stay up-to-date with the latest features and changes so that our ads are serving the right people and getting the best results."

Exploring New Platforms and Opportunities

Expanding into Amazon PPC and Other Platforms

Ronand's passion for digital marketing extends beyond Google Ads. He recently took on the challenge of learning Amazon PPC, eager to expand his skillset and explore new opportunities in the digital advertising landscape.

"I'm excited about the new path and the new learning that I'm doing, which is Amazon PPC. It's my first time doing that, and I've accepted the challenge."

Staying Ahead of Emerging Platforms and Trends

As new advertising platforms and technologies continue to emerge, Ronand emphasizes the importance of staying informed and ready to adapt. By keeping an eye on emerging trends and remaining open to new opportunities, marketers can stay ahead of the curve and maximize their advertising potential.

"New platforms will come up for sure, and it's important to be ready to explore them and try different things."

In addition to Amazon PPC, Ronand also mentions the growing popularity of platforms like TikTok ads, which have become a significant player in the digital advertising space. As new platforms continue to emerge, it's essential for marketers to stay up-to-date with the latest trends and be prepared to pivot their strategies accordingly.


In this Build in Public Radio Show episode, Ronand Ildesa shared valuable insights into the world of Google Ads and digital marketing. From the importance of proper campaign segmentation to embracing automation and staying informed about industry innovations, Ronand's expertise offers a wealth of knowledge for businesses