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'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?

New year, but one thing hasn’t changed: I still see so many shiny objects online.

“New ways to make money in 2026”

“Use this strategy to blow up your Google Ads results in 2026”

Guys and gals, ain’t nothin’ changed!

Just stick to the fundamentals and you’ll be good this year.

Don’t overcomplicate it :)

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 :)

With over a decade of experience in IT, focusing on leveraging AI, automation, and cloud technologies to drive impactful digital transformation. My role involves utilizing skills in Microsoft Azure, YAML, and Open API to deliver tailored solutions that meet the needs of modern enterprises.  

Passionate about collaboration and innovation, I aim to empower organizations with cutting-edge technologies to optimize their processes and create meaningful business value. By aligning strategic vision with execution, I contribute to the successful development and adoption of advanced technical solutions that address complex challenges in the evolving tech landscape.

Mirza Iqbal

I've been saying this for months, and now Snowflake's CEO just confirmed it:

Stop spreading AI everywhere.

Start nailing it in ONE place.

Sridhar Ramaswamy dropped a truth bomb this week.

Companies trying to "AI-transform" everything are wasting money.

His approach? 

Snowflake focuses AI on software development. 

Not marketing. Not HR. Not every department at once.

Just their critical workflow. Deeply integrated. Measurably better.

The result? Actual competitive advantage.

Here's what I see..

Companies spending €200K on AI tools across 15 departments.
Getting 15% of the value they should.

Then they call me asking why nothing works together.

My answer is always the same:

Pick ONE high-pain workflow.
Automate it completely.
Measure the hours saved.
Then scale.

German engineering applies to automation..

Precision first, expansion second.

Manufacturing firm automated ONE workflow (in Germany)

Quality control documentation.

35 hours saved per week.
€91,000 saved annually.

That single workflow paid for their entire automation infrastructure.

Stop buying AI for everything.
Start building AI where it matters.

Your critical path is waiting.

PS: Running automation workshops in Frankfurt next month. Comment WORKSHOP and I'll send details.

Helping Enterprises with AI, LLM, Automations, Data, and Cloud Infrastructure | n8n Ambassador

Technical skills don't matter like they used to.

What matters now? Three things.

First: Clarity of communication.

Your output quality depends entirely on your input clarity.

"Help me analyze this data" gets you generic charts.

"Analyze this Q4 sales data, identify the top3 underperforming regions, compare their metrics against our best performer, highlight the gap in conversion rates, and suggest2specific actions per region based on the patterns you find" gets you actionable insights.

The AI is only as good as your ability to describe what you need.

This isn't technical. It's communication.

Second: Speed of iteration.

Winners don't nail it on the first try.
They iterate faster than everyone else.

Build. Test. Adjust.
Build. Test. Adjust.

Repeat until you win.

Most people spend weeks planning the perfect prompt.
High performers ship10 versions in that same time.

They learn. They adapt. They move.

Speed beats perfection every single time.

Stop overthinking. Start shipping.

PS: The best builders I know aren't the most technical. They're the clearest communicators who move the fastest.

Most people relax on weekends.

I burned through a few hundred euros in proxy costs instead.

Worth every cent.

Spent 48 hours locked in, testing and iterating on a data extraction project.

Run a test. Find an edge case. Fix it.
Run another test. Find another edge case. Fix it.

Repeat 100 times.

The goal was simple: clean, accurate data. Zero corruption. Zero garbage values.

Every field precisely where it should be.

Those green bars in my dashboard? Each one represents hours of trial and error.

The success rate climbing while failed requests dropped?

That's the result.

Testing is expensive.

But shipping broken data? That costs more.

Sometimes you just have to grind.

PS: What did you build this weekend?

Efficiency shouldn't be a "punishment." 

Here's what's happening right now.

We deliver faster. We deliver better. We've mastered our craft.

And yet? The conversation still goes back to hourly rates.

"What's your hourly rate?"
"That's too high."
"Can you do it cheaper?"

But here's the tension we're all facing.

AI is making things faster. Capabilities are expanding. And suddenly, what used to take days now takes hours.

So are we supposed to charge less because we're more efficient?

I work both ways. Sometimes hourly makes sense. Sometimes it doesn't.

But the real question isn't about the clock.

It's about the outcome.

When we get faster at delivering results, that's not a reason to earn less. That's the entire point of getting better.

Scale without burnout.
Speed that matches business reality.
Results that move the needle.

The market is shifting under our feet. AI is reshaping expectations. Clients have more options than ever.

So how do we hold our ground?

By shifting the conversation from time to value.

Not because hourly is wrong. But because value is what actually matters.

To everyone navigating this right now, how are you handling this shift?

We are witnessing the biggest economic shift since the internet.
And most people have no idea it's happening right now.

(Save + Repost this ♻️ for later)

After spending weeks studying this..

I'm convinced that the agentic economy will reshape how we work, shop, and live within the next 3 years.

Not a trend. A complete rewiring of our economy.

What's actually changing:

For decades, we've been operators.
Click by click. Step by step.

Now? We're becoming orchestrators.

We're moving from telling computers what to do to delegating high-level goals to AI that acts independently.

The foundation is already built.

The internet boom started with 100M users in 1999.
Today? 5.6 + billion connected people.

These AI agents can now operate, collaborate, and scale instantly across this network for basically Low/zero cost.

The stage is set for an explosion.

But here's the technical puzzle we had to solve first:

How do you get millions of different AIs to work together without chaos?

The framework exists. Three core pieces:

1. Memory (Model Context Protocol)
  So agents don't forget everything every5 minutes.

2. Communication (Agent-to-Agent Protocol)
  A common language so they can actually talk.

3. Payment (Digital Wallets)
  Secure permission slips that let agents buy things on your behalf automatically.

This changes everything about business.

For 20 years, we lived in an attention economy.
Companies fought for eyeballs and clicks.

Now? We're entering a preference economy.

When your AI agent can scan the entire market instantly and find the absolute best product for you, ads become irrelevant.

The winners will be companies whose products simply meet your needs better.

This is happening now in 2026.

New roles are emerging. Entire careers built around managing fleets of AI agents.

But the risks are real.

This behavior in markets worries me most.

Imagine millions of hyper-rational AI agents reading the same data at the exact same millisecond.

If they all decide to sell at once? Flash crashes become way more intense and common.

The guardrails being built:

• Spending caps and kill switches for runaway execution
• Ethical testing to prevent emergent collusion
• Circuit breakers for synchronized market moves

Here's the timeline that should wake you up:

2027 (next year): Half of all routine knowledge work automated
2030: 75% of major companies using agents in core operations  
2035: This tech generating a third of all software revenue globally

The economic prize? 3 trillion in annual productivity gains by 2035.

That's not total market value. That's extra value created every single year.

But here's the question that keeps me up at night:

As we hand over more decisions to these autonomous systems, who's ultimately in control?

The efficiency gains are undeniable.
The personalization is incredible.

But we need to navigate this carefully.

The agentic economy is here. 

Your choice: understand it now or scramble to catch up later.

AI agents just graduated from pilots to production lines.

While everyone's still debating self-improving AI...

Manufacturers in Germany are already deploying workflows that actually work:

→ Auto-generate work orders from emails
→ Flag missing data BEFORE errors occur
→ Scale expertise without hiring a single person

The difference?

They're not waiting for perfect AI in 2028.

They're building now.

Here's the 5-step workflow saving enterprises €50K+ annually:

1. Email intake automation
2. Data validation triggers
3. Smart work order generation
4. Expert knowledge capture
5. Continuous workflow optimization

Stop waiting for AI to get better.

Start using what's already here.

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The Battle

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