We get it. Hiring a professional SEM manager can seem expensive. But lets use an analogy. If you needed software but weren’t sure which one to to use, would you use an independent consultant who is well versed to holistically help you OR use a consultant who actually works for a software company who receives kick back if you happen to choose their software over everything else on the market (of which they know little about)? Seems like a no brainer but so many people get sucked in to the free trial, short term commitment or no risk spiels given by smooth talking sales reps.
Sometimes, you pay also more to undo the blotchy work done by the ‘too good to be true’ option. So, in theory, you’ve just paid out MORE than what it would have cost in the first place and you’ve also wasted time and money.
Now that we’ve got you thinking – this brings us back to the point of this article. The bottom line is – if you letting a Google representative (or any platform-based representative) set up your ad account – while it might sound like an easy and convenient option, it’s almost always going to lead to poor results, wasted budget, and a lack of long-term strategy. AND how they get away with us? Because you were selected because you have no prior history or experience in which to truly base ANY of the results against! No matter what they tell you, you’re going to be none the wiser – good, bad or indifferent with whatever the results are you see. This is why we’re writing this article on why it’s a bad idea so you see the bottom, before you jump in with both feet:
1. They Prioritise Google’s Revenue, Not Your ROI
Google representatives work for Google — not for you. This alone is likely a penny drop moment for you, so for that, we’re sorry. But let’s face it – their primary goal is to get you to spend more on ads, even if it doesn’t necessarily bring you the best results. Their setup often prioritises maximising clicks and impressions rather than optimising for conversions or return on ad spend (ROAS). You can’t pay the bills with clicks no matter how pretty the figures are.
2. They Use Broad, Inefficient Targeting
Google reps typically set up campaigns using broad match keywords and automated bidding strategies that lack refinement. This results in your ads appearing for irrelevant searches, driving up costs while lowering conversion rates. A well-managed campaign should use a mix of exact match and phrase match keywords to ensure high-quality traffic. We have also seen targeting copied from other accounts, loosely connected to the business. Or worse, sometimes they get your business targeting SO wrong, it takes forever to undo the mess.
3. They Push Automated Bidding Without Proper Data
While automated bidding can be powerful, it needs a well-structured account and historical data to work effectively. Google reps often apply automated bidding strategies (like Maximise Clicks or Target CPA) too early, without enough data, leading to inflated costs and poor performance. They’re usually on a ‘free’ monthly trial or so – so they’re not playing any long term game with you. It’s churn and burn.
4. They Overuse Display Network for Search Campaigns
Google reps frequently enable the Display Network in search campaigns, which means your ads appear in places where they aren’t effective, such as random websites and apps. This inflates impressions and clicks but leads to fewer quality conversions. This is especially bad for local businesses who need local traffic.
5. Lack of Negative Keywords and Proper Exclusions
A well-optimised Google Ads campaign requires a negative keyword strategy to prevent wasted spend on irrelevant searches. Google reps often skip this step, leading to clicks from unqualified audiences that won’t convert. We would say on average, 75% of clients who come to us, do not utilise this correctly.
6. They Don’t Focus on Ad Copy, Landing Pages, or Quality Score
Google Ads isn’t just about running ads — it’s about crafting compelling ad copy and ensuring your landing page is optimised for conversions. Google reps don’t focus on these critical elements, which can result in a high cost per conversion and a lower Quality Score (meaning you pay more for the same clicks). The staff are also not professional marketers, they’re sales guys who work on commission for the businesses they suck in – remember that.
7. No Long-Term Strategy or Ongoing Optimisation
Google reps typically set up campaigns with a “set and forget” approach. They don’t monitor performance, refine targeting, or optimise based on real-world results. Without continuous adjustments, your ad spend quickly becomes inefficient. They also don’t know your local area or industry niches beyond very broad business types such as trades or basic ecommerce retail.
8. Better Alternatives Exist
Instead of relying on a Google rep, working with an experienced Google Ads specialist — like us, will ensure your campaigns are set up properly, managed for performance, and continuously improved to maximise results. You keep your ad set up, there’s no long term lock in contracts either.
A proper setup includes:
✅ Strategic keyword selection
✅ Refined targeting
✅ Negative keyword implementation
✅ Optimised bidding strategies
✅ High-converting ad copy and landing pages
By taking control of your Google Ads account (or working with an expert who has your business interests in mind), you’ll spend less, convert more, and get a much better return on your ad investment. 🚀
Contact us today – we are Google Partners = qualified and up to date, ready to assist you. Our priority and focus is you, not our employers pockets.
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