If you're reading this, you've probably experienced the relentlessness of some Google Ads reps. It usually goes like this:
If you go ahead with this type of call with a Google Ads representative, they will ask you for a screen share. They will then push you to apply the listed recommendations to your account, without taking into consideration the impact on the performance of your campaigns. Worse, some will even go so far as to direct you to the “Auto-apply recommendations.”
And yet, blindly following Google Ads recommendations can work against your performance goals!
The Google Ads reps who call and pressure you are often hired by call centres whose mission is to increase Google Ads revenue without delivering real value to your account. They are therefore often “true representatives,” but without the strategic input you need.
Over the years, we have often approached unsolicited calls from Google Ads representatives with openness to discover interesting solutions or new opportunities. Unfortunately, this hardly ever happened with this type of representative.
Not only was there no added value, but the recommendations often went against the strategy of the account, and would have led to a drop in performance for our clients if we had applied them.
This type of Google Ads representative is not really interested in your business and your issues. They only want one thing: to generate more profits for Google.
Google Ads representatives from external call centres don't really know the impact of their recommendations on your advertising account. And who would want to risk their advertising investments with amateurs?
Unfortunately, to our knowledge, it is impossible to put a permanent end to unsolicited calls from Google Ads representatives.
However, here are 2 possible solutions:
There’s a chance that asking representatives to stop calling and writing will make them do so. At least, for the current quarter. This usually has to be repeated each quarter, since the Google Ads representative assigned to your account will change.
If asking representatives to stop all contact doesn’t work, here’s a solution that may be interesting.
Tell them that you will not answer their emails and meeting requests until you have received their suggested recommendations in writing, along with the reasons for applying them according to the specific needs of your business. Make it clear that if they do, and if you feel the recommendations will generate real value, you might consider taking a call with them. No other call will be scheduled for the same quarter.
The recommendations are still likely to be largely useless. But there is also a chance that a more serious Google Ads representative will be mandated to work on your file, and that some suggestions will be relevant.
In any case, you will be left in peace for a good part of each quarter.
To make it more confusing, there are some Google Ads reps out there who are truly committed to the success of your business, and bring great insights about the marketplace, training, and new features coming to the platform. In our experience, these representatives are not hired by external call centres, but directly by Google.
First, and this is very important, we have observed that qualified Google Ads representatives do not call if the advertising investment is not tens of thousands of dollars per month, and has been for a long time. In such a case, it is not a simple unsolicited call, but a long-term ongoing support that is really worth it. After all, it's normal for Google to wait until your investment is greater before dedicating a part-time resource to your account.
Next, be aware that dedicated and qualified representatives:
No, this type of call is not worth it, and may even be harmful to your business. At all times, be suspicious of people creating a sense of urgency or using an alarmist tone regarding your advertising account.
If you have questions about your account, and want to do a real audit to improve it, feel free to reach us out!