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Navigating Google’s persistent calls: a realistic perspective


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Dave Karellen
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Navigating Google’s persistent calls: a realistic perspective

In the landscape of digital marketing, the relationship between PPC agencies and Google is a dynamic one. The question that often arises is, “why has Google become a persistent caller and should I do anything about it?”

Let’s delve into this issue and explore the nuances of Google’s evolving approach and how it impacts digital marketers.

The changing dynamics

Google, undoubtedly, has its agenda – to make money. In the past, there was a time when Google was more cooperative with agencies. They strived to collaborate in the best interests of agencies, working towards mutual success. The focus was on helping agencies generate revenue for their clients through strategic approaches.

The shift in approach

However, the dynamics have shifted. There’s been a noticeable change in Google’s strategy. Instead of a streamlined process with one account manager for an entire agency, it has become more dispersed. Each client now has its dedicated account manager.

The merry-go-round of account managers

While this approach may seem beneficial, it has created a convoluted system. Agencies now find themselves in a perpetual cycle of changing account managers, leading to confusion and inefficiency. The initial idea of account managers gaining in-depth knowledge about a business has turned into a complex and confusing merry-go-round.

Constant rotation and endless calls

Account managers seem to be in a perpetual state of rotation, making it challenging for agencies to maintain clarity on the workings of Google’s system. This constant rotation results in an endless series of introductory calls, leaving agencies grappling with the question of how to navigate this ever-changing landscape.

Weighing the pros and cons

If Google is consistently reaching out, agencies need to assess the situation. While direct communication with a Google manager can bring benefits such as access to betas and peer sets analysis, it also comes with the challenge of time consumption. Google’s agenda is clear – to push for more spend. Agencies must carefully evaluate whether the support and information provided align with their goals or merely contribute to an increase in expenditure.


In the end, agencies need to find a balance. Direct interaction with Google can be advantageous, but it’s essential to discern between valuable support and time-consuming tactics that align more with Google’s interests than the agency’s goals. In a landscape where time is of the essence, agencies must decide how to play the game with Google, ensuring that every interaction contributes meaningfully to their digital strategies. If you’re seeking more insights into navigating the intricate world of digital marketing, connect with Dark Horse today.

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