Google Ads Reps: Salespeople or Support Staff?

By: Jyll Saskin Gales, Google Ads Coach

Repeat after me: Google Ads reps are salespeople, not support staff.

Why does this matter? Because understanding their role and motivations can save you from frustration and potentially costly mistakes.

In this post, we'll explore:

• The primary goal of Google Ads reps.
• The difference between sales-driven recommendations and expert advice.
• Why you shouldn't rely solely on Google reps for optimizing your campaigns.
• How to find truly independent Google Ads support.

Sales First, Support Second

Google Ads reps are, first and foremost, salespeople. Their job is to generate revenue for Google by encouraging you to spend more on advertising.

The recommendations you see in the Google Ads platform? Also driven by sales goals.

This doesn't mean they're bad people or intentionally trying to mislead you. They do want you to succeed, but their definition of success might be different from yours. They might prioritize increased ad spend, while you might be focused on maximizing ROI or achieving specific conversion goals.

An Analogy: Chefs vs. Food Stylists

Think of it like the difference between a chef and a food stylist. Both work with food, but their objectives are distinct.

• The chef's goal is to create delicious, satisfying food that people will enjoy eating.
• The food stylist's goal is to make food look visually appealing for photography or advertising.

Food stylists use tricks, like glue to create the perfect cheese pull on a pizza, or fake ice cream out of inedible materials to prevent melting under studio lights. Their priority is aesthetics, not taste or edibility.

Similarly, Google Ads reps might suggest strategies that increase your ad spend, even if they're not the most efficient or effective ways to achieve your specific business goals. Their focus is on making the platform and its features attractive and enticing, not necessarily on providing personalized, objective advice.

Get Independent Google Ads Advice

Just as you wouldn't rely on a food stylist to cater your wedding feast, you shouldn't solely depend on Google Ads reps for optimizing your campaigns. They can be helpful for basic support and onboarding, but for truly personalized and unbiased advice, you need an independent expert.

An independent Google Ads consultant or agency has no vested interest in increasing your ad spend. Their focus is on understanding your business goals and tailoring a strategy that delivers the best possible results within your budget.

Finding the Right Support

If you're looking for expert Google Ads guidance, consider:

• Hiring a Google Ads coach or consultant: They can provide one-on-one support and customized strategies.
• Taking a Google Ads training course: This can help you develop your own skills and knowledge.
• Joining a Google Ads community or forum: Connect with other advertisers and learn from their experiences.

By seeking out independent support, you can ensure that your Google Ads campaigns are aligned with your business objectives and optimized for maximum ROI.