Everything You Think About Google Ads Is Wrong with Collin Slattery

I sat down with Collin Slattery, founder of Taikun Digital. He has helped scale brands from scrappy startups to multi-million revenue machines using Google Ads. We had real talk about Google Ads and how to ensure your spend actually drives incremental revenue not vanity metrics.

We dig into what actually moves the needle in Google Ads today, including:

• Why Google brand is NOT bringing incremental revenue - 90% of the time
• How incrementality testing can reveal what’s really driving sales
• What most brands get wrong about Google Shopping
• Why Performance Max isn’t the growth engine you think it is
• How to use scripts to cut ad waste and scale efficiently
• Tools like Triple Whale and NorthBeam that give you an edge in attribution

00:00 Welcome to the E-Commerce Impact Podcast

00:24 Introducing Colin Slattery: Google Ads Expert

00:46 Colin's Agency and Client Success

03:11 From Rags to Riches: Colin's Inspiring Journey

04:33 Navigating the Global Financial Crisis

06:30 Early Career and Skill Development

07:46 Launching and Growing the Agency

09:45 Specializing in Google Ads

10:14 Current Trends and Strategies in Google Ads

16:12 Challenges and Insights on P Max

21:35 Dynamic Search Ads and Incrementality Testing

24:40 Trust Issues with Google Data

24:53 Choosing the Right Time for Testing

26:15 Understanding Ngram Analysis

29:21 The Role of Scripts in Google Ads

30:51 Brand Bidding and Holdout Tests

35:04 Navigating Client Challenges

37:13 Attribution and Incrementality Testing

40:26 Optimizing Google Shopping Campaigns

43:21 Importance of Merchant Center Maintenance

47:49 Conclusion and Final Thoughts

Collin doesn’t just talk theory, he brings battle-tested strategies from managing millions in spend across eComm brands.

If you’re an eCommerce founder or growth marketer tired of flying blind with Google Ads, this episode is your wake-up call.

Connect with Collin Slattery: Taikun Digital Website, LinkedIn, X