In this episode, I dig into one of the most underrated skills in paid search: client communication.

It’s not just about reporting performance—it’s about listening, building trust, and knowing how to handle tough conversations. I share how I structure my calls, the difference between performance updates vs. strategy calls, and how to manage different client types (data-driven, hands-on, hands-off).

I also answer a great listener question on the differences between Google Ads and Microsoft Ads. I cover when to use Microsoft, why importing campaigns can be both helpful and dangerous, and the big pitfall you must watch out for: the Audience Network.

Finally, I break down some timely news from Google on store visit conversion values—important if you run campaigns for brick-and-mortar businesses.

Link to the article: https://searchengineland.com/google-ads-auto-enables-store-visits-conversions-461998

👉 Want me to answer your question on the show? Drop it in the comments or email me at info@joeybidner.com

👉 Need help with your Google Ads account? Learn more about my management and coaching services at joeybidner.com

Timestamps:

0:00 – Intro

0:40 – Why client communication is critical

4:20 – Structuring performance vs. strategy calls

7:00 – Handling upset clients without getting defensive

9:30 – Group calls and looking professional

12:00 – Types of clients and how to adapt

16:20 – Listener Q&A: Microsoft Ads vs. Google Ads

21:00 – Pitfalls in Microsoft Ads (Audience Network, tracking, bidding)

25:30 – Google store visit conversion value update