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Ilana Wechsler of www.teachtraffic.com was first interviewed for episode 513 back in 2023 — and I’m thrilled to have her back.

Ilana specialises in helping business owners, including photographers, run profitable Google and Facebook ad campaigns — without needing to hire an expensive agency.

She has managed over $30 million in ad spend and now focuses on teaching simple, practical strategies that actually work.

Many photographers tell me that ads feel overwhelming or too expensive… Ilana’s here to show they don’t have to be.

Because when done right, ads can be one of the best ways to generate quality leads and bookings — attracting incredible clients who are already searching for photography.

In this interview, Ilana shares simple Google Ad strategies that actually generate photography bookings.

Here's some more of what we covered in the interview:

• Why Google Ads still matter for local photographers (even with AI search on the rise)
• The trap of Performance Max campaigns — and better alternatives that actually work
• Why Google Ads often beat Facebook for conversions (and the crucial difference between them)
• The mindset shift you need: Forget cost-per-click — track cost-per-qualified-lead instead
• Smart starting budgets, when to scale your spend, and the two numbers that really matter
• A simple, low-maintenance campaign type that saves hours of keyword research and works for most photographers
• How to know if it’s your ads or your website holding back bookings
• Why understanding “quality score” can make or break your campaigns
• When to run ads even if you already rank #1 in Google search
• Clever ways to track every lead — including phone calls — so you know exactly what your ad spend is getting you

What’s on Offer for Premium Members

If you’re on the fence about becoming a premium member, join with the $1 trial today and get access to the FULL interviews each week, a fantastic back catalogue of interviews, and have ALL future interviews delivered automatically to your phone or tablet. Plus, special member-only interviews.

Success with advertising is usually a process of starting small, getting the initial results so that the ads are paying for themselves, and then slowly increasing, scaling from that. – Ilana Wechsler

You'll also receive access to the members-only Secret Facebook Group, where you can connect with other Premium Members and interview guests to help, support and motivate you to take ideas you hear in each episode and put them into action. The group also has FB live video tutorials, role-play, and special live interviews. You will not find more friendly, motivated, caring and sharing photographers online. Seriously, that's not all.

There is one type of campaign which I know has worked really well for pretty much all the photographers that I've helped… which is what's called a dynamic search campaign… and it actually works incredibly well. – Ilana Wechsler

In addition to everything above, you'll get access to instructions on forming or joining a MasterMind Group with other premium members. These groups are super motivating, make you accountable, and build friendships with other pro photographers with motives similar to yours – to build a more successful photography business.

What is your big takeaway?

Following this interview, I’d love to know if you're taking anything from what Ilana shared. Is there something you heard that excited or motivated you to the point where you thought, yeah, I'm going to do that! If so, leave your thoughts in the comments below; let me know your takeaways and what you plan to implement in your business based on what you heard in today's episode.

If you can't convert those people into a potential customer, the solution is not to buy more traffic or do YouTube ads or do Facebook ads. The solution is to fix your website. – Ilana Wechsler

If you have any questions I missed, a specific question you’d like to ask Ilana, or a way to thank her for coming on the show, feel free to add them in the comments area below.

iTunes Reviews and Shout-outs

I check for any new iTunes or Google reviews each week, and it's always a buzz to receive these… for several reasons. Firstly, it's confirmation that I'm on the right track with the interviews and that they are helping you improve your photography business. That's awesome! Secondly, iTunes and Google are the most significant podcast search engines, and your reviews and ratings help other photographers find PhotoBizX. More listeners mean more interviews and, ultimately, a better show.

A very hyper-targeted Google search campaign with a presence in Google Maps, like an ad in the map pack is still the primary way that people find those types of services. – Ilana Wechsler

If you have left a review in the past, thank you! If you haven't and you'd like to, head to https://photobizx.com/itunes or https://photobizx.com/google. You can leave some honest feedback and a rating, which will help me and the show. I'll be sure to thank you on the show and add a link to your website or blog if you let me know the URL of your website and your name. Alternatively, if you've left a review for PhotoBizX and are looking for more backlinks to help your SEO, leave a review for the new Photography Xperiment Podcast. Email me your keywords or phrases and where you'd like me to link them.

The problem is that Google ads is a bit of a beast of an ad platform… there are literally a handful of strategies you need to do, and you can forget about the 80% of confusing stuff… just need to work on this part… and then forget about the rest. It's just so much noise. – Ilana Wechsler

Another great way to get a backlink to your site is to send a video testimonial. It doesn't need to be fancy, and your phone will be perfect. Click record and tell me how PhotoBizX has impacted you and your photography business.​

Here is the latest review…

★★★★★ I have loved PhotoBizX

Via Apple iTunes reviews by UK Award Winning Dog Photographer in Windsor and Ascot, Chris Miller, on September 20th, 2025.

I first discovered PhotoBizX when I was a keen amateur photographer.  I wanted to retire early from the IT industry, and back in 2018, I wasn’t sure if I was truly ready to slow down from the pace of the industry I had been part of for 40 years.  I started with the free version and very quickly transitioned to the Premium as I absorbed everything I possibly could.  I also went back to the early years of archives and, by the end of 2021, decided that a transition to a pet photographer was what I wanted.

I have loved PhotoBizX, everything you and the podcasts have done for me, and the literally hundreds of podcasts I have listened to over the past years. It’s down to you, your guests, your training, and my actions that have enabled me to achieve so much as a professional dog photographer.  I successfully transitioned from a full-time Tech and IT career to a multi-award-winning UK dog photographer in my early retirement.

In the first two years, I was photographing 60-100 dogs a year and achieved my LSWPP from the Society of Photographers as well.  I've achieved multiple awards for my dog photography. I’ve been on a couple of podcasts, and even the local BBC radio, too – none of which would have happened without PhotoBizX.  I literally replaced my Tech Industry hours and effort with total focus, dedication and determination as a professional dog photographer.

They say that artists never retire – I hope that’s true.  As I prepare for 2026 onwards, I have decided I want to have more time for me in retirement, and will be reducing my business and new client activities, and spending more time with my family and friends.  More time too for art and art history, guitar, ballroom dancing, and golf – although not at the same time!.

I will also continue my charitable work, trying to make a difference, fundraising through dog photography.  I will do everything I can to a professional standard, but it’s time for a little more me time.

As I prepare my plans for 2026, I wanted to express my sincere gratitude to you, Andrew, and all the podcast guests. I’ve taken so much from the content, and I will be forever grateful for the opportunities I've had in these transitional years.  I certainly achieved so much more as a professional photographer being a premium member of PhotoBizX than I would have done had I tried going it alone.

Chris Miller of MIL Pet Photography

Links to people, places and things mentioned in this episode:

Teach Traffic Website

Teach Traffic on YouTube

Episode 513: Ilana Wechsler – Google Ads for photographers like you’ve never heard before

The beauty of Google Ads is they are incredibly consistent, whereas Facebook, it's like a bit of a roller coaster ride… Google ads is not like that. It is incredibly stable and consistent because of the nature of that intent. – Ilana Wechsler

Thank you!

Big thanks to Ilana for breaking down Google Ads in a way that actually makes sense for photographers. From avoiding the traps of Performance Max campaigns to knowing whether it’s your ads or your website holding back bookings, there’s a stack of practical insights here. I’d love to hear your biggest takeaway — what’s the one change you’re excited to make after hearing Ilana’s approach?

On Google search, that intent element just eliminates that variable. You know that they want a photographer in your area, and they are actively looking for it. – Ilana Wechsler

That’s it for me this week; I hope everything is going well for you in life and business!

Thanks for listening—speak soon,
Andrew

The post 636: Ilana Wechsler – Simple Google Ad Strategies That Actually Generate Photography Bookings appeared first on Photography Business Xposed - Photography Podcast - how to build and market your portrait and wedding photography business.