Not too long ago, Google built a reputation as a customer-centric, innovation-driven company. It emphasised user experience, brand trust, and helping advertisers, particularly smaller ones, tap into its search and display networks. Over time though, as its advertising business grew into a behemoth, the dynamics shifted.
Today, Google Ads is one of Google’s biggest revenue engines, a massive, complex advertising ecosystem. But somewhere along the way, the focus shifted. It’s no longer about being customer-centric; it’s about driving profit. And that’s fine, as long as you understand how to play the game…
What a “Google Account Manager”Actually Means
When people talk about a “Google account manager” (or “Google Ads account manager”), this refers to someone who works for Google who is assigned to handle a specific advertiser account.
This isn’t your marketing agency, they’re paid to get you results and have your best interests at heart. A Google account manager doesn’t. So if someone from Google rings you claiming they can “further optimise” your account, do yourself a favour and hang up the phone. Fast.
Many have noted that the job description for Google’s own account managers tends to emphasise “consultative sales” and “grow revenue” rather than cost-reduction or pure strategy for the advertiser. For example:
“Their bonus is earned by increasing their sales not yours, cost reduction and strategy are not terms associated with your Google account manager.” Click Convert Marketing
So the role is real, yes, you can have someone from Google call you, assigned to your account, but the nature of the role and its incentives matter. This is Google purely trying to get you to spend more money.
The same goes for those “optimisation scores” you see in your Google Ads dashboard. They’ll flag areas that need “improvement”…here, there, and everywhere. Some of those suggestions can be useful, but some are designed to get you spending more, not earning more.
If you’ve got a reputable marketing agency managing your Google Ads, they’ll always prioritise your results, not their bottom line.
Google Rep = Increase Your Ad Spend
Marketing Agency = Spend The Least Amount For Maximum Results.
This is the only way we can keep clients.
Ok, so what should I do?
Yes, Google does assign account managers to certain advertisers, they’ll call, check in, and suggest campaign tweaks or new features. That part’s true. But if you get this call from a Google rep offering to “optimise” your account, just politely decline and let them know you already have someone managing your ads.
Unfortunately, those reps are often persistent, sometimes downright pushy, because they’re salespeople. Their job is to get you to spend more, not to help you earn more. So you may have to be less than polite to get off the phone with them.
I get that it’s easy for me to say, I run a marketing agency, but my reputation rides on delivering results, not padding Google’s profits.
If you’ve got experts managing your ad accounts, they’ll fine-tune your campaigns far better than any Google salesperson ever will. Your local Google Ads experts are 100% invested in you; your success is their success.
Working with someone on your side
The incentive problem described above is exactly why we run accounts the way we do. Our Google Ads management is handled by our own team, reporting to you, with no third party target to hit.
