In this episode, Jeremy Rivera sits down with Jeremy Yang, founder of Digital Goliath, to explore the often-siloed world of paid advertising and how it intersects with SEO. Managing over $450,000 in monthly ad spend, Jeremy Yang shares brutal truths about Google Ads setup mistakes, the death of exact match keywords, and why most businesses fail at Meta advertising before they even start.

From offshore Google support nightmares to the "bullets in the chamber" framework for platform selection, this conversation reveals what seven years of hands-on PPC experience teaches you about digital marketing that no certification ever will.

Jeremy Yang
Founder, Digital Goliath
Website | LinkedIn

Jeremy founded Digital Goliath seven years ago and currently manages about $450,000 per month in ad spend across Google Ads and Meta platforms. Based in Sydney, Australia, he works with small to mid-sized businesses and white labels for larger agencies, specializing in high-accountability, hands-on campaign management.

• Why paid ads and SEO teams rarely communicate
• Operational intensity differences between channels
• Knowledge-sharing culture in PPC vs. SEO communities
• Why Google gives advertisers more data than SEOs get

• The fox guarding the henhouse: letting Google set up your campaigns
• Offshore vs. onshore Google support experiences
• Most common setup errors (cramming everything into one campaign)
• Why following scripts doesn't work in modern PPC

• How Google Ads has shifted to theme-based campaigns
• Everything is "broad-ish" now regardless of match type settings
• Competitor brands sneaking into your keyword auctions
• Performance Max and the return of negative lists
• ROAS-based campaign structuring for e-commerce

• Why display should only be used for remarketing
• The spammy site problem and how to exclude them
• Diminishing returns on display, YouTube, and discovery feeds
• Strategic use of minimal display budgets ($10-20) for brand presence

• "How many bullets you got in the chamber?" - the content asset question
• Meta is about burnout: why you need consistent creative production
• When to go 80% Google, 20% Bing (service businesses without video)
• When Meta makes sense (businesses with UGC and video capabilities)
• Real-world example: Bubble.com Casting (children's modeling agency)

• High-CPC industries: $200/click for tow trucks, $150/click for credit cards
• Why $30/click for lawyers isn't unusual
• Budget requirements for competitive industries
• When to rely on Performance Max vs. traditional search campaigns

• If you run out of ad budget, your campaign's over
• SEO builds appreciable assets that compound over time
• The upscale effect vs. the burn rate of paid ads
• Working with ads teams to target expensive keywords organically
• Client filtering: not every client is worth acquiring

• ChatGPT ads platform: $60-80 CPMs for businesses spending $1M+
• The "charge and forget" model vs. nuanced ad platforms
• AI overview impact: 25-40% traffic loss for publisher sites
• The mea...