Aryeh Hirsch
Aryeh has been running Google Ads accounts since 2010. Fifteen years across the full range of advertisers, from four-truck plumbers paying for every click out of pocket up through Fortune 500 retailers, with hundreds of millions of dollars in ad spend across the portfolio of accounts he has worked on. He founded Sensei Ads after seeing the same wasted-spend leaks repeat at every scale. The pieces here come out of that work.
Aryeh has been running Google Ads accounts since 2010. Over fifteen years his work has spanned the full range of advertisers, from four-truck plumbers paying for every click out of pocket up through Fortune 500 retailers running campaigns measured in millions per month. The portfolio of accounts he has worked on, taken together, has spent hundreds of millions of dollars on Google Ads.
What surprised him across those years was how often the same wasted-spend leaks showed up at every scale. A small home-service shop and a large enterprise both bleed budget into the same kinds of irrelevant queries. Both put off the search-terms-report sweep that would catch the leak. Sensei Ads grew out of that observation. He built the tool he wished he had at every stage of that work, then opened it up to other operators.
The pieces in this section come from that work. If a tactic is here, it has been tried on a real account, sometimes more than once, and often badly the first time.
Pieces by Aryeh
23 pieces- Wasted ad spendClick fraud vs irrelevant clicks: which is actually costing you?Most accounts blame click fraud for waste that is really irrelevant clicks. How to tell them apart and where to spend your time fixing each one.
- ComparisonsSensei Ads vs Optmyzr: which fits your account?Honest comparison of Sensei Ads and Optmyzr for Google Ads negative keyword work. Pricing, scope, and which operators each tool actually fits.
- Wasted ad spendHow to find low-quality search terms in Google AdsThe hidden Google Ads leakage pattern: terms that convert just enough to keep getting budget but at unsustainable cost-per-conversion. How to find them.
- Industry listsNegative keywords for HVAC contractors (Google Ads list)A curated negative keyword list for HVAC service businesses, plus the patterns that cost residential HVAC campaigns the most each month.
- Wasted ad spendHow to stop junk traffic in Google AdsThe three sources of junk traffic in Google Ads (broad-match expansion, irrelevant placements, junk audiences) and how to shut each one down.
- Industry listsNegative keywords for plumbers (Google Ads list)A curated list of Google Ads negative keywords for plumbing service businesses, plus the patterns that drain residential plumbing campaigns.
- Wasted ad spendHow to stop irrelevant clicks in Google AdsThe irrelevant-click leak in Google Ads, the words that mark a non-buyer, and the single sweep that fixes most of it in twenty minutes.
- ComparisonsSensei Ads vs doing it manually: which actually saves time?An honest comparison of using Sensei Ads vs the spreadsheet-and-Google-Ads-Editor manual method for negative keyword work. Costs, time, and trade-offs.
- Wasted ad spendWhere wasted Google Ads spend actually goesThe four leakage patterns that drain Google Ads budgets, how to find them in your account, and what fixing each one is worth in dollars.
- Search terms reportSearch terms vs keywords: the Google Ads gapWhy Google Ads search terms differ from the keywords you bid on, and why the gap between them is where most ad spend leaks.
- Search terms reportWhy the Google Ads search terms report shows no dataWhy the Google Ads search terms report is sometimes nearly empty, what changed in 2020, and how to work with the data you can see.
- Search terms reportMicrosoft Ads negative keywords vs GoogleWhere Microsoft Ads negative keywords match Google Ads behavior, where they diverge, and the workflow that handles both without duplicate effort.
- Search terms reportHow to read the Google Ads search terms reportWhat each column of the Google Ads search terms report tells you, which to act on, and which to skip on the first sweep.
- Search terms reportHow often to review Google Ads search termsThe cadence for reviewing your Google Ads search terms by account size, why weekly is right for new campaigns, and four signals that change it.
- Search terms reportSeven common negative keyword mistakes in Google AdsSeven Google Ads negative keyword mistakes that turn good intentions into quiet damage. How to recognize each in your own account.
- Negative keywordsWhen to use shared negative keyword lists in Google AdsWhen to put Google Ads negatives in a shared keyword list versus on the campaign, how to keep the lists clean, and what to avoid.
- Negative keywordsHow negative keywords actually work in Performance MaxHow negative keywords behave in Google Ads Performance Max: brand exclusions, search themes, and the awkward gaps that still exist.
- Negative keywordsNegative keyword match types: broad, phrase, exactHow negative broad, phrase, and exact match types actually behave in Google Ads, and which one to reach for in each situation.
- Negative keywordsGoogle Ads negative keyword lists that actually workWhat separates a working Google Ads negative keyword list from one that quietly drains good traffic. The patterns that hold up over time.
- Negative keywordsHow to find Google Ads negative keywords without losing two hoursA working method for finding Google Ads negative keywords by sweeping the search terms report by spend and deciding what to block.
- Negative keywordsHow to add negative keywords in bulk via Google Ads EditorBulk-upload negative keywords via Google Ads Editor: the CSV format, the column names that matter, and four mistakes that waste an afternoon.
- Search terms reportHow to actually use the Google Ads search terms reportWhere to find the Google Ads search terms report, how to read it, what to act on, and the cadence that actually pays back the time.
- Negative keywordsNegative keywords are the cheapest growth lever in Google AdsA working guide to finding, organizing, and applying Google Ads negative keywords without breaking the campaigns that already work.