14 Myths Uncovered About Google Ads Consultants

Hiring Google Ads consultants can be an effective strategy to help you drive targeted traffic and increase conversions for your businesses. However, there are many misconceptions about how Google Ads works and the role of Google Ads consultants in managing successful campaigns. These myths can lead to unrealistic expectations, misinformed decisions, and underutilization of the expertise that consultants provide.

From the belief that consultants can guarantee immediate results to the misconception that Google Ads is only for large businesses with big budgets, these myths can significantly impact the effectiveness of your advertising strategy. It’s important to uncover and understand these myths to make informed decisions and leverage Google Ads to their full potential.

In this discussion, we will debunk 14 common myths about Google Ads consultants, shed light on what they can truly offer, and clarify what businesses should expect when working with them. Whether you’re considering hiring a Google Ads consultant or looking to optimize your existing campaigns, this insight will help you navigate the complexities of paid search advertising and achieve better results.

Myths Uncovered About Google Ads Consultants

1. They’re Expensive

  • The cost of hiring a Google Ads consultant might seem like an unnecessary or unaffordable expense, especially for businesses with limited advertising budgets. The assumption is that the fees for their services will outweigh the benefits.

Reality: Value Over Cost

  • A knowledgeable Google Ads consultant can often save businesses money in the long run by creating more efficient campaigns that target the right audiences with the right messages. They can help avoid common pitfalls that waste ad spending, such as poor keyword targeting or suboptimal ad scheduling. By optimizing the campaign structure and bidding strategy, consultants can improve the quality score of ads, which can lead to lower costs per click (CPC) and higher ad placements.

In essence, while there is an upfront cost to hiring a Google Ads consultant—some consultants can be costly, but many offer flexible pricing structures—their services should be viewed as an investment. When done right, the consultant’s work can lead to significant improvements in campaign performance and overall profitability, justifying the expense and often providing a net positive financial impact for the business.

2. Only Big Businesses Need Them

  • A lot of small and medium-sized businesses (SMBs) think that hiring Google Ads consultants is something only big companies with lots of money can afford. People believe this idea because they think that smaller businesses lack the funds or don’t need a consultant to handle their Google Ads campaigns.

Reality: Businesses of All Sizes Can Benefit

  • But in fact, consultants assist businesses of all sizes, tailoring strategies to suit their budgets and goals. Google Ads experts can be very helpful for small businesses. They may have the skills and time that a small business owner doesn’t have, which can help them make targeted ads that stretch a small budget further. Small and medium-sized businesses (SMBs) can compete with bigger ones by using smart keyword targeting, writing catchy ad copy, and making the best use of ad extensions.

3. They Guarantee Immediate Results

  • The myth here is that once a Google Ads consultant is brought on board, they can turn around a campaign instantly, leading to immediate increases in traffic, leads, or sales.

Reality: Effective Campaigns Take Time

  • In reality, while Google Ads can start delivering traffic as soon as ads go live, the process of optimizing for conversions, reducing costs, and scaling up successful elements of a campaign is not instantaneous. A consultant’s expertise lies in their ability to analyze data, test different strategies, and gradually refine campaigns for better performance.

Success takes time. Consultants can improve campaigns, but immediate results aren’t always feasible due to various factors like competition, industry, and budget. Campaign optimization is an iterative process involving continuous testing, monitoring, and adjustment. Google Ads consultants aim for long-term success and sustainable growth, not immediate results.

4. They Manipulate Google

  • Some people might think that Google Ads consultants have special access to or the ability to manipulate Google’s advertising system to their client’s advantage, perhaps by influencing rankings or circumventing the usual costs associated with ad placements.

Reality: Consultants Work Within Google’s Framework

  • Google Ads consultants operate within the same rules and algorithms as any advertiser. They do not have the power to manipulate the system. Instead, their expertise lies in understanding and leveraging Google’s advertising platform to its fullest extent within the given framework.

Consultants adhere to Google’s guidelines and focus on optimizing ads within the platform’s rules. Google Ads consultants use their expertise in keyword research, ad copy optimization, bid management, and ad extensions to improve ad quality scores, leading to better placements and lower costs. Their effectiveness is attributed to their strategic campaign management, analytical skills, and adaptability to Google’s platform.

5. DIY is Better

  • Some business owners believe that they can achieve the same or better results by managing their Google Ads campaigns in-house, without the need for a consultant. This myth is based on the assumption that, with enough effort and research, anyone can master Google Ads.

Reality: Expertise and Experience Matter

  • While it’s true that anyone can create and run a Google Ads campaign, the nuances of effective campaign management often require specialized knowledge and experience. Google Ads consultants bring a wealth of expertise to the table, including an understanding of advanced features and industry trends and the ability to analyze complex data to inform strategic decisions.

While some businesses manage ads internally, consultants bring specialized expertise and insights, often yielding a better ROI.

6. They Work Independently

  • There’s a myth that, once hired, Google Ads consultants operate entirely independently, making all the decisions about campaigns without client input or oversight.

Reality: Collaboration is Key

  • Successful Google Ads consultants know that collaboration with their clients is essential. They work closely with businesses to understand their unique goals, target audience, and market nuances. This collaborative approach ensures that the strategies implemented are aligned with the business’s overall marketing objectives and brand voice.

Consultants often collaborate with internal teams, sharing knowledge and strategies for a combined effort.

7. They’re Only for Troubleshooting

  • Some businesses might think that the role of a Google Ads consultant is limited to fixing specific problems that arise within an existing campaign, such as low click-through rates or high cost-per-acquisition.

Reality: Consultants Offer Comprehensive Services

  • Google Ads consultants offer a wide range of services that extend far beyond troubleshooting. They are involved in the strategic planning of campaigns, keyword research, ad copywriting, bid management, and the continuous optimization of campaigns for performance improvement.

Consultants not only fix problems but also strategize for growth and long-term success. Consultants offer market trends and competitor analysis and help integrate Google Ads into digital marketing strategies. They identify growth opportunities, test ad formats, and use advanced features. They solve problems and prevent them by setting up campaigns, monitoring performance, and making data-driven decisions. Consultants add value to advertising efforts.

8. They Focus Solely on Clicks

  • It’s a common misconception that Google Ads campaign success is solely dependent on how many clicks the ads receive, and as a result, consultants are only interested in increasing click volume.

Reality: Consultants Aim for Conversions and ROI

  • In reality, while clicks are an important metric, they are not the ultimate goal. Google Ads consultants aim to drive meaningful actions that contribute to a business’s objectives, such as generating leads, sales, or other conversions. They focus on the return on investment (ROI) and the overall performance of the campaign in relation to the business’s goals.

Clicks are crucial, but consultants focus on broader metrics like conversions and ROI for a holistic view of success.  Their expertise lies in balancing performance metrics for clients’ investments.

9. They Control Google’s Algorithm

  • There might be a belief that Google Ads consultants have some form of control or inside influence over Google’s search algorithm, which they can manipulate to benefit their clients’ ad placements or search visibility.

Reality: Consultants Work Within the Algorithm’s Constraints

  • Google Ads consultants do not have control over Google’s algorithm. Google’s search and ad algorithms are complex systems that are proprietary and closely guarded by Google. Consultants, like all advertisers, must work within the constraints and rules set by Google.

Consultants work within the algorithm’s framework, optimizing ads for better performance, but they don’t control Google’s algorithms. Consultants optimize ad campaigns to perform better within the algorithm, using their understanding of factors contributing to ad quality scores and rankings. They navigate the algorithm efficiently and ethically, staying updated with Google’s best practices. They ensure clients’ ads are competitive and reach their target audience while not changing the algorithm’s function.

10. They Rely on Tricks

  • There’s a myth that suggests Google Ads consultants use underhanded tricks or shortcuts to get quick results for their clients. This belief implies that the success achieved through Google Ads is not through legitimate means but through exploiting loopholes or gaming the system.

Reality: Consultants Use Legitimate Strategies

  • Professional Google Ads consultants use legitimate, ethical strategies to manage and optimize campaigns. Their approach is based on industry best practices, extensive knowledge of the Google Ads platform, and data-driven decision-making.

Rather than tricks, consultants use data analysis, market insights, and best practices for effective ad management. The use of “tricks” would not only be unsustainable in the long term but could also lead to penalties from Google, such as account suspensions, if they violate Google’s advertising policies. Reputable consultants aim to build campaigns that are both effective and compliant with Google’s guidelines, ensuring stability and longevity in their advertising efforts.

11. They Work in Isolation

  • There is a misconception that once you hire a Google Ads consultant, they will take over the campaign and work separately from the business, with little to no communication or input from the client.

Reality: Successful Consulting Requires Collaboration

  • In practice, effective Google Ads consultants understand the importance of working closely with their clients. They actively seek to understand the client’s business, market, goals, and preferences to tailor the advertising strategy accordingly. Regular communication and collaboration are crucial for aligning the campaign’s direction with the client’s vision and for making informed decisions based on both data and the client’s business insights.

Consultants often network with other professionals and stay updated with industry trends for better strategies. Consultants typically involve clients in the strategy development process, provide updates on campaign performance, and discuss adjustments to ensure the campaign remains on track to meet business objectives. This partnership approach ensures that the expertise of the consultant complements the client’s knowledge of their own business, leading to more effective and personalized advertising outcomes.

12. They Automate Everything

  • Some may believe that once a Google Ads consultant is brought on board, they set up automated systems to manage campaigns and then take a hands-off approach, letting the software do all the work.

Reality: Consultants Balance Automation with Expert Oversight

  • While automation plays a significant role in Google Ads management, allowing for more efficient handling of routine tasks and data analysis, it is not a substitute for human expertise and oversight. Consultants use automation tools to help with bidding strategies, A/B testing, and other tasks that can benefit from machine learning and AI. However, they also apply their strategic thinking to interpret the data, make creative decisions, and tailor campaigns to the unique needs of each client.

While automation tools help, consultants apply a mix of automation and manual optimization tailored to each campaign’s needs. Consultants use automation to enhance their services, but it doesn’t take the place of human interaction in campaign management. They monitor automated processes, adjust as needed, and remain actively involved in the campaign’s strategic direction, ensuring efficient campaigns with experienced professionals.

13. They Guarantee the #1 Spot

  • It’s a common misconception that hiring a Google Ads consultant means you will secure the top position in Google’s search results or ad placements.

Reality: No Guaranteed Rankings

  • No one, including Google Ads consultants, can guarantee a #1 ranking or specific placement on Google search results. Google’s algorithms are complex and take into account numerous factors that influence ad placement, many of which are dynamic and constantly changing.

Securing the top spot isn’t guaranteed due to competition and bidding, but consultants aim to optimize ad placement for maximum visibility. Consultants can, however, significantly improve the chances of a higher ranking through optimization techniques and best practices. They work on improving ad relevance, landing page quality, and bid strategies to compete more effectively in the ad auction process. Their goal is to achieve the best possible ad placements within a client’s budget and to maximize the return on investment, but they cannot promise a #1 spot due to the competitive and variable nature of Google Ads auctions.

For detailed information on these practices and the reality of Google Ads placements, you can refer to sources like Neil Patel’s blog which debunks common SEO and Google Ads myths, including the impossibility of guaranteeing top rankings.

14. They’re Unnecessary with Google’s Resources

  • Some may believe that with the array of tutorials, tools, and automated solutions offered by Google, there is no need for a Google Ads consultant. They might think that these resources are sufficient for anyone to create and manage effective campaigns on their own.

Reality: Expertise Adds Value Beyond Basic Resources

  • While Google does provide extensive resources to help with Google Ads, the platform’s complexity often means that effectively leveraging these tools and interpreting the data requires a level of expertise that goes beyond what self-help guides can offer. Google Ads consultants bring a wealth of experience and specialized knowledge that can help businesses avoid common pitfalls, save time, and increase the effectiveness of their advertising efforts.

Google offers tools, but Google ads consultants provide personalized strategies, insights, and ongoing management, which Google’s resources may not cover comprehensively.

google ads consultants

    Request a free quote

    Generate Quality Leads By Investing On The Right Digital Channel For Your Services!

    Subscribe to our newsletter!

    More from our blog

    See all posts