Pete Bowen's site

Google Reps

I send this email to my clients to pre-empt the problems caused when they listen to Google's reps. You're welcome to base your own on it.

You may get an email or call from someone claiming to work at Google. They’ll tell call themselves an account representative, strategist, advisor or account manager. You and I would call them salesmen.

If you spend millions on Google Ads you might get a good salesman employed by Google. They might have years of experience and deep insight into your market. It'd be worth listening to someone like this.

But, you don't have that kind of ad budget.

The person who contacts you will probably work for an outsourcing company in a low-cost country - even if they have an @google email address. They're likely to be fairly green. Maybe a couple of month's experience and a script to follow.

I’m told that they're incentivised to get you to make changes to your account. I understand that they get rewarded when you do things like increase your ad spend, use an automated bidding strategy etc.

There is nothing wrong with incentives. Sales people get commission, executives get bonuses for meeting KPIs and so on. But, sometimes employees game the system. They optimise for what’s best for them today rather than what’s best for your business in the long term.

They may tell you that your Google Ads account is missing some features or needs to be upgraded. They may tell you it's not been well managed. They may offer to make changes on your behalf.

The problem is not just that they have different incentives to you and I. It's compounded by the fact that they don't get allocated enough time to really understand your business. So some of their changes may be better for them, but worse for you.

Don't take my word for it.

They are sales reps with almost no understanding of PPC strategy beyond the top-down slide decks they are fed.

I made the mistake of switching over to their automated strategy on a high performing manual campaign I set up, and it cost[ed] us thousands in excess spend and fewer sales over the few weeks I let it "learn". Then it took even longer to get it back to where it was before. source

Been doing this for 15 years to date have not has a single thing that helped a client come from a vendor rep - not one - whole experience ROI negative. Plus they churn so fast if you were to develop a relationship they will be gone. source

Just had to correct my Indian rep. He said something wasn't possible. We screen shared and I showed him how to do it. He apologized. Their advice is utterly useless at best and downright dangerous to your account at worst. source

I have - or I should say had - a google account that was performing very well…

Then an adwords rep called, they had a google email and everything and were extremely pushy saying that I needed to make changes to my account and this was what google required. The changes including making changes to ads resulting in lots of low quality clicks that produced no conversions. source

Search Google for "google rep" if you want more.

Need some help with this?

I offer 1-to-1 mentoring and consulting. You’ll get help, advice, support and answers without having to commit to a long-term contract. Details here.

Want to increase your conversion rate?
I’ve seen conversion rates double, triple and even 10X after a few quick and easy changes to the enquiry form. Subscribe now, and I'll send you a free copy of my in-depth ebook High-Converting Enquiry Forms.
You're already paying for clicks. Now turn them into conversions. Privacy policy. Unsubscribe at any time.

Related articles

Modernising legacy Google Ads account structure A successful restructure leaves the account easier to understand, easier to optimise and better positioned for the future. Understanding why the account looks like it does is key to getting from sticky mess to well-oiled machine.

Should I split a massive multi-country Google Ads account into separate accounts? At first glance it seems like splitting a big account into smaller accounts will make it easier to manage. But, there are downsides and, there are ways to make big accounts easier to manage.

An easier way to sell services. Bigger value projects take a lot of work to sell. You have to have the discovery calls, meeting notes, customised proposals and quotes. And, you often need several follow-up meetings. There is another way.

Grow your own big-budget clients Building a profitable agency or freelancing with small-budget clients is hard. Here's how to grow your smaller clients into bigger-budget clients.

My client fired me, and now he’s asking for my secret sauce. A client fired you even though you were doing a good job. Here's how to make this sting less and keep the door open for future work.

You can optimise your client's business like you optimise their Google Ads account. You can give your client a much bigger ROI by optimising their business than almost anything you can do in their Google Ads account. Here's how.

How to handle your client's terrible ideas. Your client has a terrible idea for "improving" the campaign. If you push back you're going to lose the client. Here's how to keep the client without killing the campaign.

Guaranteeing Google Ads. It’s uncomfortable when a potential client asks me if I guarantee that they’ll make sales from their Google Ads. In the past my first instinct was to run away. I thought that asking for a guarantee was a sure sign that they’re going to be a toxic client. I was wrong.

Optimise your words There are a handful of non-PPC tools I'd hate to run my Google Ads business without. Hemingway is one.

Resources for Google Ads agencies and freelancers. Tools, reading lists and discussion groups for digital marketing agencies and freelancers offering Google Ads as a service.

The AdLeg Google Ads Software Suite. I interviewed Kyle Sulerud, creator of the AdLeg Software Suite about how he started in Google Ads (AdWords) and why he built his Google Ads creation and management software.

How do you convince a potential client to trust you if you don’t have a track record? How do you convince a potential client to trust you if you don’t have a track record? This happens a lot when people go out on their own after working in-house or for an agency. Read on to find out how I solved this problem.

How to take over an existing Google Ads account. You’ve taken over a Google Ads account that’s in trouble. You're going to turn it around - more conversions, lower costs, 10 quality scores etc. There’s a lot riding on getting this right...

Should I specialise or be a generalist? I often get asked whether it’s best to specialise or be a generalist. I understand why but I think it's the wrong question. I think a better question is ...

I've inherited a mess. Crazy structure, gibberish naming convention and 22 conversion actions that might or might not mean anything. Here is a collection of principles, tips and ideas for when you inherit a messy Google Ads account.

How to make OK money from small clients You have to work with the clients you can get, not the ones you hope for. Sometimes you might not be able to attract big-budget clients. Here's how to do OK with smaller clients.