Should you talk to your Google Rep?

By: Jyll Saskin Gales, Google Ads Coach

That first email from a Google rep can be exciting. A real Google employee wants to help you? But hold on! Before you jump into a call, it's crucial to understand the nuances of Google Ads support and how to maximize these interactions.

As an ex-Googler, I'm here to take you into the world of Google Ads support. We'll cover:

• The different levels of Google Ads support and how to identify the expertise of your Google rep.
• Strategies for getting the most out of your interactions with Google reps.
• Insider tips on navigating Google Ads recommendations and optimization scores.
• Expert perspectives on the evolution of Google Ads and what to expect in 2025 and beyond.

Decoding Google Rep Expertise

Not all Google reps are created equal. Many are third-party contractors with limited experience, while others are full-fledged Google employees with specialized knowledge. Here's how to decipher who you're dealing with:

• Check the email signature: Look for clues about their affiliation (contractor vs. employee) and team.
• Research their LinkedIn profile: This can provide insights into their experience and area of focus within Google Ads.
• Request a competitor analysis or market insights report: This tests their willingness to go the extra mile and provide valuable information.
• Ask for an agenda before the meeting: This helps you gauge the level of preparedness and relevance of their recommendations.

Navigating Google Ads Recommendations

Those ubiquitous in-platform Google Ads recommendations can be a source of both frustration and opportunity. Here's how to approach them strategically:

• Turn off auto-applied recommendations: Maintain control over your account and avoid potentially harmful automated changes.
• Review recommendations regularly: Even dismissing them can improve your optimization score, which is correlated with better performance. Correlation, not causation!
• Don't blindly follow every suggestion: Use your own judgment and business context to determine if a recommendation truly aligns with your goals.
• Pay attention to the color coding: Red recommendations indicate critical issues, while yellow and blue are merely suggestions.

Looking Ahead: Google Ads in 2025 and Beyond

Google Ads is constantly evolving. Here are some key trends to watch:

• Shifting keyword strategies: Phrase match is becoming less relevant, with exact match and broad match taking center stage.
• Automation is key: Embrace smart bidding and automated targeting solutions to leverage Google's AI capabilities.
• Adapting to the changing search experience: Voice search, conversational AI, and other advancements are transforming how users interact with search, requiring advertisers to stay agile.