MarTech Thoughts with Sheril Mittal: Beyond Clicks – Turning Google Ads into Growth Engines
In an industry flooded with surface-level tactics and one-size-fits-all strategies, Sheril Mittal, Founder of Immersive Marketing, offers a refreshingly grounded approach to Google Ads. With over a decade of experience helping SMEs and enterprise clients across New Zealand, Australia, the US, and APAC, Sheril’s insights blend practical know-how with strategic depth.
From unlocking underused features like Customer Match to shifting mindsets around automation and creative testing, her methodology goes beyond the dashboard – focusing on outcomes, not just outputs. Whether you’re managing small budgets or scaling enterprise campaigns, Sheril champions a mindset of launch, learn, and improve.
Interview with Sheril Mittal
Could you please give us a quick introduction of yourself?
Sure! I’m Sheril Mittal — I run a boutique digital marketing studio called Immersive Marketing. I’ve been in this space for over a decade now, mostly helping SMEs and growing brands across New Zealand , the USA, Australia and the APAC region with websites, Google Ads, and full-funnel strategy. Lately, I’ve been focusing more on coaching other marketers and in-house teams — helping them go beyond surface-level tactics.
What is the one marketing platform/app/solution you can’t live without? Why?
Google Ads, hands down. It’s the one platform that’s evolved the most with how people search and make decisions online. Whether it’s search, YouTube, or even shopping, it gives me full control over the funnel. And when you know how to work with machine learning, not fight it, it becomes a very powerful tool.
What are the most common mistakes businesses make once they move beyond the basics of Google Ads — and how can they avoid them?
Oh, there are a few. But one that I see often is switching to automated bidding and broad match too quickly — without first feeding the system good data. Also, people tend to forget about their search terms and stop adding negatives, which slowly eats away at the budget. I usually tell clients: automation works best when you guide it with structure, not just hand over the keys.
You’ve helped clients achieve ROAS as high as 4,000%. What advanced tactics or overlooked features in Google Ads do you believe most marketers aren’t fully leveraging?
Honestly? Customer Match is still super underused — even though it’s been around for a while. If you can segment your lists properly and plug them into your campaigns, the targeting becomes razor sharp. Another thing is sequencing YouTube ads with the right storytelling — not just running one-off videos. That’s where I’ve seen major jumps in performance.
With first-party data becoming more crucial, how can businesses integrate CRM and customer match strategies into their Google Ads for better targeting?
It doesn’t have to be complicated. Start by uploading your customer list regularly — even that helps the algorithm learn. But if you have a CRM, segment the list: loyal customers, recent buyers, churned users, etc. Then build lookalikes or tailor your ad copy for each segment. Tools like Zapier make it easier to automate the syncs. Most businesses just don’t know how to connect the dots yet.
Google constantly updates its interface, features, and algorithm behaviour. How do you stay ahead of changes, and what recent updates should advertisers be paying closer attention to?
Honestly, I treat the Google Ads changelog like my morning news. But beyond that, I test stuff in low-risk campaigns before rolling it out more widely. Right now, I think the shift in how Performance Max reports assets and audience signals is a big one — we finally have more control and clarity. Also, changes in search term visibility are slowly returning, so it’s worth revisiting that too.
What’s one advanced Google Ads tactic or mindset shift you believe every marketer should embrace to level up in 2025 and beyond?
Treat creatives like data — that’s something I keep coming back to. Especially with video and Performance Max, you need to test different hooks and formats the same way you test keywords. And also, don’t be afraid to start lean. Marketers often wait for the perfect campaign setup — I say launch, learn, and improve.
A bit more information
Q: Any fun facts about yourself that you want to share?
I once ran a Google Ads workshop during a full power outage — in pyjamas, lit by emergency lights — and it ended up being one of my highest-rated sessions! Also, I’m a bit of a coffee purist. I obsess over roast levels and flavour profiles — finding the perfect bean is serious business in my world.
Q: What’s the best advice someone has ever given you?
“Done is better than perfect” was something a mentor told me years ago. It helped me stop overthinking and start shipping — whether it’s a campaign, a pitch, or even content.
A big thank you to Sheril Mittal! As we look ahead to 2025, Sheril’s advice is clear: treat creatives like data, embrace automation with intention, and don’t wait for perfect conditions to launch. Her hands-on approach and coach’s mindset are helping marketing teams bridge the gap between theory and measurable results—proving that with the right strategy, Google Ads can become more than just a cost centre; it can be a true growth engine.
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Last updated: August 2025
