Miles McNair

Google Ads Expert - building PPC Mastery. Writing about advanced Google Ads strategies for agencies, freelancers and in-house PPC teams

I want to help you master Google Ads, so you can confidently drive the best results for your clients.

Over the last 7+ years, I’ve worked with 100+ ecom brands and spent >€50M on Google Ads.

I founded PPC Mastery together with Bob Meijer to help you become the best Google Ads Specialists you can possibly be.

I want to help you take your skills to the next level, so you can:

· Stay ahead in our fast-changing industry.
· Consistently drive the best results for your clients.
· Take your career, freelance business, or agency to the next level.

𝗙𝗿𝗲𝗲 𝐀𝐝𝐯𝐚𝐧𝐜𝐞𝐝 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬 𝐍𝐞𝐰𝐬𝐥𝐞𝐭𝐭𝐞𝐫: 𝐓𝐡𝐞 𝐏𝐏𝐂 𝐄𝐝𝐠𝐞
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value). Get advanced Google Ads strategies in your inbox every Monday & Friday and take your campaigns to the next level.

👉🏾 https://www.ppcmastery.com/newsletter

𝗧𝗵𝗲 𝗣𝗣𝗖 𝗛𝘂𝗯: 𝘁𝗿𝗮𝗶𝗻𝗶𝗻𝗴 & 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗺𝗲𝗺𝗯𝗲𝗿𝘀𝗵𝗶𝗽 𝗳𝗼𝗿 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝗱 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁𝘀
We're building world's greatest Google Ads coaching platform and community for experienced Google Ads Specialists. Join now to deeply master Google Ads, and gain total clarity on what it takes to drive results, while learning and growing with 1.700+ like-minded PPC Experts.

(Perfect for Freelance Google Ads Specialists & PPC Agencies)

👉🏾 https://www.ppcmastery.com/hub

𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 & 𝗽𝗼𝗱𝗰𝗮𝘀𝘁
We recently started posting more on YouTube — subscribe for more advanced Google Ads content!

👉🏾 https://www.youtube.com/@ppcmasterycom

𝐎𝐮𝐭𝐬𝐨𝐮𝐫𝐜𝐞 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬
Need an expert to help you scale your business (Ecom & Lead Gen) to the next level? Send me a DM or email me at info@ppcmastery.com. I'd love to see how we can work together to reach your goals.

That's it - thanks for reading all the way down. I hope I can be of value to you :).

Cheers,
Miles

Co-Founder - Google Ads trainer & coach

After 7 years, our dream has finally come true 😍🇦🇺🐨

Since 2019, my girlfriend and I have been talking about visiting Australia.

At our old agency jobs, we almost went into an exchange program so that we could work for the same agency but in Sydney.

But then COVID hit and all our plans changed.

We both quit our agency job to start freelancing, and I launched PPC Mastery 2 years later.

Since then, we’ve travelled quite a bit, and Australia kept popping up on our dream list… But the timing just wasnt there:

First we bought a house…

Then we got a baby…

But after a while we thought: now’s the time!

Before she has to go to school (5 years old), we have all the time to do what we want. So we can’t waste these years.

That’s why we decided to go for it, and here we are in sunny Melbourne! 🦘

It’s not easy traveling around the world with a 10-month old, but at the same time it’s easier than expected.

The jetlag is tough with a baby, and we aren’t as free to do what we want like in the old baby-less days… 

But it’s so much fun…

Core memories in the making!

So dream big. Then do everything you can to make those dreams come true.

Tomorrow is never promised, so make the most out of it today.

That’s what we’ll do here in Australia — it’s been fantastic already.

PS… we’re going bowling Friday afternoon with a bunch of PPCers in Melbourne. If you wanna join, just leave a comment or DM me so I can send you the details!

Founder of PPC Mastery, The PPC Hub, and The PPC Summit | Advanced Google Ads Training & Community

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What an AWESOME PPC meetup in Melbourne 🇦🇺!!!

Such a fantastic group of people here.

Thanks for co-hosting with me Mike Rhodes 💡 — playing bowls outside in the sun and chatting PPC & life was just great.

Next up: Sydney in Feb (lmk if you wanna come)

Thanks for coming everyone! Rob Sanders Casey Gill Stacey Wacker Paula Glynn Iain Calvert Jimmy Dalgleish Hope Burridge Chris Beechey Francesco Greco

We have started to release Google Ads SOPs in The PPC Hub, super exciting!!

As part of our new Google Ads Scaling OS system, we’re releasing ready-to-use playbooks and SOPs to help our members drive better results, faster.

We already have almost everything covered in our +85-hour curriculum, so we decided it’s not time for another course… 

But it’s time for systems, playbooks, and SOPs to put the frameworks from the courses into action.

First things dropped:

- Playbook: Improve Quality Score
- SOP: write high-converting RSAs
- SOP: craft irresistible offers

(The Quality Score playbook contains multiple SOPs for Ad Relevance, Expected CTR, and Landing Page Experience with a custom script)

And MUCH more is in the making.

For The PPC Hub, 2026 is all about speed of implementation: how can we help our members IMPLEMENT and drive results faster.

All of this is part of a bigger play in our Google Ads Scaling OS.

Just wait till it’s finished — everyone needs this system and can benefit from it.

Ill keep you posted about more developments!

And PS… enrollment has just reopened again :)

Let me know what SOP we should create next!

graphical user interface, text, application, email

I used to think AI Agents are overrated for PPC Experts.

You know me, I'm totally against chasing shiny objects.

But AI Agents aren't shiny objects... They're the new evolution of PPC work (but they'll only work if you properly program them so they can execute tasks at a high level).

So over the last 4-5 months, we've been turning our 80+ hour course curriculum into AI-ready knowledge docs and SOPs.

Soon, we're gonna help members of The PPC Hub set up their own AI Agent Army.

They'll be fully customizable per client, and are pre-programmed with our SOPs, knowledge docs, and AI-ready skills.

As of now, the "PPC Mastery Operating System" has 48+ SOPs for:

- RSA creation and optimization based on data
- Crafting irresistible offers / finding new angles
- Creating high-converting landing pages
- Calculating ROAS/CPA targets
- Optimizing Quality Score
- ... And so much more

And they are all backed by mental models, guidelines, catalogs, reference docs, and checklists for quality assurance.

ITS JUST SO SICK!!! Can you feel how hyped I am? 😂

Our mission is to help Google Ads Specialists get ahead in an AI-first world.

So I can't wait to show you everything we've built...

It's REALLY INSANE how much more you can get done now in a lot less time.

I hate the "AI will take your job" fear mongering and I don't believe in it.

But I do believe that all the opportunities will go to those who embrace AI Agents to drive better results faster.

Stay tuned my friends, this is gonna be so SICK.

I've been going deeper into AI Agents lately and O M G my mind is blown.

This is absolutely the future of Google Ads.

I don't know the exact timeline but I believe that in 18-24 months every specialist will use an army of agents for most of the execution work...

And the competitive edge comes from whoever instructs the agents the best with AI-ready SOPs + knowledge & reference docs.

(Combined with the ability of critical strategic thinking ofc)

It's so much fun and I recommend everyone to dive in, the majority is not using agents yet, so taking action now can really give you a big advantage.

Do you share the same sentiment? What's your stance on AI Agents in general? (I used to think they were overrated but I completely changed my mind)

The future of PPC management:

1 specialist, an army of agents.

It’s crazy how much more you can get down now in much less time.

But it will only work if the agents have a solid operating system with AI-ready SOPs.

That’s what we’re building right now for The PPC Hub and I can’t wait to show you what we already have soon!

It’s absolutely INSANE.

Stay tuned 💪🏾 

PS: I don’t believe in the “AI will take your job” stuff, it’s overused. However, I do believe that we are still very early and the  specialists that act first will have a HUGE advantage (already seeing it with the early adopters).

PS2: in the Age of AI, I think your edge comes from structured knowledge docs and the skill of critical strategic thinking. 

What do you think is edge in an AI-first world?

People often ask me whether I prefer ChatGPT, Claude, or Gemini for Google Ads work. Here's my take:

(I'm not gonna cop out and say "it depends" this time ;)

The thing is... The AI tools change soooo fast.

A few months ago, ChatGPT was my preferred LLM.

Then I tried Claude, and it beat ChatGPT on almost every level.

And then Gemini 3 came out and crushed them both.

But then for some reason, I was using Gemini for a while, and its quality started to drop. 

So I retried Claude. And now I'm in love again haha.

But here's what I do most of the time: I run the same prompt in each of the 3 tools... And then I check which output I like the most and go for that tool (which is mostly Claude right now, but this can change every day).

But there's always AT LEAST 1 golden nugget in ChatGPT or Gemini's response that I didn't get with Claude, so I add it.

But don't get it twisted: I'm a total noob with AI. I just like to F*ck Around & Find Out — and using all 3 tools at the same time is my way of FAFO-ing at the moment.

The true AI maxis might call me crazy.

And other people will say I'm stupid for paying for all tools.

But this works for me, and it might just work for you too.

Do you use all 3 AI tools like me, or am I crazy? Let me know in the comments if there's a better way!

Lately, I've seen a lot of people brag about getting a high ROAS:

- "We hit 700% ROAS!"
- “We helped a client get 12x ROAS!"

Nice results... But what does that actually tell you?

Without context, absolutely nothing.

Unfortunately, too many clients and Google Ads Specialists still think a higher ROAS always equals better results.

A high ROAS may look impressive, but without digging into margins, CAC, and volume...

It doesn’t say much.

You can have a high ROAS, but still be unprofitable.

I created a deep-dive that breaks down by ROAS can be misleading — and 7 metrics to use instead that actually move the needle for real business results.

Grab it here for free: https://lnkd.in/epehhZm4

7 years of Google Ads experience in 12 high-impact lessons:

1. The fundamentals are the key to success.
2. Fundamental does not necessarily mean beginner.
3. Shiny Object Syndrome is your biggest enemy.
4. Looking beyond Google Ads has the biggest impact on results.
5. The future of PPC belongs to T-Shaped Google Ads Specialists.
6. Google Ads can’t scale a broken offer.
7. Striking a balance between consolidation and segmentation is key to success.
8. You MUST set boundaries when working with clients.
9. Conversion tracking is the absolute foundation for success with Google Ads.
10. In the beginning, new features suck. But they always become better.
11. Automation isn’t your enemy, it’s simply a means to an end.
12. I mastered Google Ads faster by specializing early on (in Ecom).

It's too much to explain in this short post — so I created a deep-dive with complete context for every lesson.

Grab it here for free: https://lnkd.in/efyQsDZq

Last note: what's the biggest lesson you learned that had the highest impact on your career as a PPC Expert?

We've been dropping new SOPs in The PPC Hub — and the best part is that they are AI-ready.

We are in the Age of AI, and agentic optimizations can save you a lot of time.

But the problem is that most AI agents SUCK because the input is bad or generic.

So we're building the PPC Mastery Brain, which our members can use to create or enhance their own AI Agents or LLM models.

So far, we have built SOPs for:

- Writing compelling RSAs
- Crafting irresistible offer angles
- Setting up Dynamic Ad Customizers
- Restructuring ad groups (consolidation)
- Setting up Keyword-level Ad Customizers
- Improving all 3 components of Quality Score

And maaaaany more are coming soon.

It's all part of a bigger play that we call the Google Ads Scaling OS.

It's not a course, but an AI-ready system that helps you find the #1 constraint that's stopping you from scaling your Google Ads campaigns — and fix it with playbooks and SOPs.

The PPC Hub 3.0 is gonna be insane with the perfect trifecta of:

- Knowledge (so you know what drives results)
- Skills (so you can actually do what's needed)
- Systems (so you can execute faster)

Combine those things and you'll become a superhuman Google Ads Specialist on steroids 💪🏾 (love this framing by Bob).

It's just fascinating what's possible if you program your AI systems with the right knowledge docs.

Expect big news soon — "build in public" is coming back!

I'm curious... Do you use AI (agents) for your Google Ads optimizations at all, or not?

14 key traits of Elite PPC Experts:

After coaching thousands of Google Ads Specialists in our programs, I realized the top 1% do things differently.

I identified 14 key traits that separates the best from the rest.

Here they are:

1. Takes extreme ownership.
2. Looks beyond platform data.
3. Takes control of landing pages.
4. Knows testing is the way to go.
5. Challenges him/herself all the time.
6. Invests in him/herself to grow.
7. Doesn’t wait, but creates opportunities.
8. Is resourceful (“I don’t know, but I’ll find out”).
9. Is curious and eager to learn.
10. Communicates frequently & proactively.
11. Is obsessed with results & never satisfied.
12. Always thinks “what else can I do?”.
13. Prioritizes deep mastery over shortcuts.
14. Knows going together takes you further.

I created a deep-dive with my thoughts on these traits, so you can work on developing them for yourself.

And in doing so, you become part of the top 1% specialists worldwide.

(Allowing you to get better results, faster, and serve more clients at a higher level)

Check it out here for free: https://lnkd.in/eucqRymg

What do you think is the most important trait of Elite PPC Experts?

Anyone in Melbourne? Mike Rhodes 💡 and I are hosting a PPC meetup on Friday — plan is to go bowling :)

Wanna join? Comment below or send me a DM! Everyone is welcome :)

Bernt Muurling

Member of the jury SEA PPC B2C & B2B

Senior-only Google Ads & Social Ads Agency for established SMEs ♻️ (businesses & agencies) | Co-owner Taskforce Agency | SEA Expert | Invalid Traffic Expert 📉

Senior-only Performance Agency for established SMEs | Co-founder Taskforce™ | CMO ClickPatrol

Need help with Ads or have a question about Ads?

- Ads Management (SEA, Social, Google Display, YouTube Ads, Google Shopping)
- Ads Audit
- Ads Coaching for freelancers & agencies

We improve your performance.

Send me a message, call +31 50 23 42 934 or email bernt@taskforce.nl.

"A pessimist sees the difficulties in every opportunity. An optimist sees in every difficulty the opportunities." - Winston Churchill

Freelance Google Ads (SEA) Specialist

I am a freelance Google Ads Specialist with over 10 years of experience. Google Ads executed for small-SME to corporate. Together, we can make sure your Google Ads becomes successful (again). Google Ads services I offer:

- Google Ads Outsourcing
- Google Ads Coaching for freelancers & agencies
- Google Ads Audit

Contact me if you want to make your Google Ads campaigns profitable again.

Need help with Google Ads or have a question about Google Ads?
Get in touch: info@berntmuurling.nl or 050 569 0422.

Te koop: Star Numanstraat 20, Groningen.

We hebben er altijd met enorm veel plezier gewoond, maar gaan nu door naar de volgende stap. Bekijk hem op Funda (link in comments). Delen wordt gewaardeerd.

Karakter, optimaal wooncomfort en een heerlijke sfeer.

Welkom bij deze verrassend complete benedenwoning in een fijne, groene buurt van Groningen. Een plek waar modern wooncomfort en oudere details samenkomen. Een huis waar je je direct thuis voelt. Lees verder via link in de comments.

Deel graag met vrienden en familie die een huis zoeken in Groningen.

#funda

Senior-only Performance Agency for established SMEs | Co-founder Taskforce™ | CMO ClickPatrol (1.500+ users)

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