Episode 602: How Google Ads Are Ripping You Off & How to Scale In Spite of It

Ralph Burns and Lauren Petrullo are joined by John Moran, who is bringing you a groundbreaking discovery about Google’s automated bidding strategies. You’re going to get a look into how Google’s price fixing could be inflating your cost-per-click (CPC) without delivering better positioning. John discusses his method of using manual CPC bidding and strategic conversion tracking adjustments to dramatically reduce ad spend while maintaining top search positions. If you’re struggling with escalating CPCs and want to scale your campaigns effectively, this episode is jam-packed with advice and proof-of-concept screen shares that could transform your approach to digital advertising. Tune in to learn how to outsmart Google’s algorithm and maximize your ad budget!


  • 00:00:00 – Welcome to Perpetual Traffic: Unveiling Hidden Ad Costs
  • 00:01:02 – Meet John Moran: The Man Exposing Google’s Price Fixing
  • 00:02:19 – Deep Dive: Uncovering Google’s Automated Bidding Mysteries
  • 00:03:40 – Hacking the System: Reverse Engineering Google’s Algorithm
  • 00:06:10 – Proof in the Data: Confirming the Price Fixing Theory
  • 00:07:02 – Real-Life Results: How Case Studies Reveal the Truth
  • 00:11:14 – Fighting Back: Strategies to Overcome Google’s Tactics
  • 00:15:01 – Shocking Changes: The Impact on CPC and Conversion Rates
  • 00:18:45 – Case Study Insights: How One Change Led to Dramatic Savings
  • 00:20:30 – Tactical Adjustments: Modifying Bids for Maximum Efficiency
  • 00:22:15 – Real-World Applications: Success Stories from Different Sectors
  • 00:24:03 – Navigating Manual CPC Limits: What You Need to Know
  • 00:26:32 – True CPC Value: Understanding What You’re Really Paying For
  • 00:28:07 – Metrics That Matter: Conversion Tracking and Business Health
  • 00:31:23 – Benchmarking Success: Evaluating Business Health Metrics
  • 00:34:53 – The In-App Metrics Dilemma: Challenges and Misconceptions
  • 00:37:22 – Aligning Goals: How Business Metrics Drive True Performance
  • 00:39:10 – Bridging the Gap: Syncing Marketing Efforts with Business Health
  • 00:41:08 – Winning Strategies: Leveraging CPC Adjustments Effectively
  • 00:43:22 – Wrapping Up: Key Takeaways and Actions to Implement


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