Hook

Google Ads
Their other posts in the index, biggest breakout first.
I was just on a call with Google, uh, for one of my larger clients. And we're like, they're very large client, but they're like getting newer to Google. I just took over the account like two weeks ago. And I was really liking the Google reps and they're like, there's a couple things we want to fit, like switch in your account. We want you to opt into optimize targeting and AI max. And I was like, guys, like you lost me there. And I pushed back pretty hard. I was like, what do you guys incentivize by? Like, I was like, because I've tried this with like hundreds of millions of dollars and a lot of accounts and all my media buyer friends have also tried it and like optimize targeting is never a good, a good thing for an ad account. And they're like, oh, we see it work good all the time. It like expands targeting, expands what you're telling Google to target. And I was like, yo, if I'm telling Google exactly who I want to get in front of, why am I spending money on people outside of that? And then they had their manager on the call and he pushed back hard. He's like, first, we are incentivized for the success. Google has not gotten as big as Google has gotten because of brands spending more money. And then he was like, dude, you're like, you're being very defensive. I was like, listen, I told him on the call, I was like, if this result, if this doesn't do well and the performance doesn't do well, my job is on the line. And you're the media buyer or the agency, you're the one that loses the retainer, not Google. But I've never actually gotten into like a screaming match, but we were going back and forth right in front of the client too. So I don't know who the client believes more, but I hope they know I fought for them.