Timestamps:

0:00 - Intro + checklist overview

1:53 - Aaron’s main PPC focuses

3:31 - ‘Golden rule’ for Demand Gen + PMax

6:36 - ‘Optimized targeting’ in Demand Gen

8:26 - How to use the optimization checklist

11:11 - Understanding the S.T.A.B method

14:47 - How to prioritize ad optimization actions

16:12 - How to operationalize & action ad optimizations

18:57 - Actions you shouldn’t overlook

20:01 - Additional tips to enhance ad optimization 

22:41 - How to identify & action additional optimizations

27:53 - Final thoughts / outro

Overview:

In this episode of the Paid Media Lab, we’re joined by PPC expert Aaron Young - founder of Define Digital Academy, and one of the most trusted and popular voices on YouTube when it comes to paid search.

Aaron walks us through his updated 2025 Google Ads Optimization Checklist - a practical, spreadsheet-based framework that breaks campaign management into clear, actionable steps using his unique S.T.A.B. method:

• Spending & segmentation

• Targeting

• Ads & landing pages

• Bidding

Whether you’re managing Search, Shopping, PMax, Display, Demand Gen or YouTube campaigns, this checklist will help you eliminate guesswork, reduce wasted spend, and scale performance with confidence.

Key insights from the episode:

• The best cadence for weekly, monthly & quarterly reviews
• How to avoid over-optimizing bidding strategies
• The biggest mistake people make with Demand Gen
• How to turn the checklist into a reporting & handover tool