If you advertise with Google Ads, then you’ve likely received an email headlined “We’ll focus on your campaigns, so you can focus on your business” – or something to that effect.

While this might seem like an attractive offer, there are major implications to allowing Google to control how you spend money with… well, Google. And while there’s plenty of news discussing this announcement, this post is merely my professional opinion as to why you might want to opt-out (or stay maybe stay opted-in) to this program.


What The Email Notification Says…

What The New Program Entails

According to the email, a Google Ads expert will identify “key changes that can help you get more out of your ads, from restructuring your ad groups and modifying your keywords to adjusting your bids and updating your ad text.”

In a nutshell, that includes structure, keywords, bids, and ads – all of which are huge components to a larger PPC strategy. Additionally, the email states that they’ll offer “setup and ongoing activation of advanced features” and “ensure the right features are being activated at the right moment.” In other words, they won’t mess with your budget, but may use various other features like device bid adjustments, ad scheduling, ad extensions, etc.


The Good

As a Google Ads expert myself, most of the accounts that I audit are in dire need of help. Structurally, campaigns and ad groups are oftentimes too consolidated and inefficient and contain overly-long lists of targeted keywords. Additionally, I typically find most amateur advertisers are ill adept in using proper keyword bidding practices and making use of precise match types.

Because a vast major of accounts I review are atrociously setup, I believe there could be value for some advertisers to remain opted-in to this program. This is likely the small business owner who can’t afford a Google PPC consultant, or the marketing manager who knows enough to be dangerous, but still struggles to turn a favorable ROAS from Google Ads.


The Bad

When I first read the news about Google automatically opting-in advertisers to this program (in which they must manually opt-out of), I was livid. I felt betrayal and disappointment in Google. Why?

At first, I was concerned about the disruption and long-term implications for the broader ecosystem of search marketing agencies, consultants, clients, and PPC practitioners – not because I felt like as if my PPC services would be threatened – but largely because of my past experience working with assigned Google Ads “experts.”

I’ve come to learn that in most cases, these experts are not real Google employees. They are outsourced, third-party vendors who represent Google as support specialists. As such, the knowledge, experience, and insights they offer has always been rudimentary, questionable, and never transformative.

That’s not to say the Google Ads experts involved in this program won’t be of value to certain advertisers. But based on my experience as well as the experience of my colleagues, the relentless “help” that Google offers feels more like someone trying to make their quota versus a real expert who has tangible insights worth sharing.

Lastly, the bad part about this new program can be best summarized by the old proverb “if it ain’t broke don’t fix it.” Most PPC agencies and Google Ads experts spend hours and hours properly structuring accounts, employing best practices, and implementing creative strategies. For me personally, the last thing I want is someone else in the account making unwarranted adjustments.


The Ugly

To bring closure to why I don’t trust Google’s advertising experts, let me give you a quick example. For smaller accounts, I personally like to have full control of keyword bids and use the Manual CPC bidding strategy. All other options, despite being recommended by Google Ads and its support specialists, will compromise control over how much you’re bidding on a particular keyword. Even the use of Enhanced CPC bidding can escalate your bids way higher than they need to be.

While I know Google is trying to look out for its advertisers and help grow their businesses, at the end of the day, it’s still a business trying to make money. Based on my example above, Google Ads is programmed to make it easy to spend more money than you need to be. Beyond bid strategy types, allowing a Google Ads expert to manage your account is a huge sacrifice of control that I would only recommend to advertisers who don’t really know what they are doing. It’s like letting a car salesman negotiate the final price of your car, even though he’s employed by the dealer you’re buying it from.

If you’re one of those advertisers who’s on the fence about opting-in or out of this program, consider my free Google Ads course as means to help you master the Google Ads platform and take ownership of your account.