When the Google Ads Rep Tries to “Help” (and Wrecks a Great Account)
We ran into something this week that made our blood boil.
One of our top-performing client accounts—steady leads, solid ROI, quality calls—was suddenly in panic mode.
Why?
Because a Google Ads Rep called the business owner directly.
The rep told them their agency (that’s one of our partner agencies) was “wasting budget” and should switch everything to Performance Max or the new AI Max.
Sounds smart, right? “Let AI do the work.”
Except we’ve been down that road before—and it’s a mess.
Here’s the thing most Google reps don’t mention:
Performance Max campaigns optimize for cheap clicks, not quality leads.
And in the local service space—HVAC, plumbing, roofing—cheap clicks mean spam. Form fills from bots, wrong numbers, junk calls.
That might be fine if you’re selling products online. But for service-area businesses, conversions are leads—not transactions. If the AI can’t tell a spam form from a real call, you’re sunk.
And who benefits most when budgets get blown on bad clicks?
You guessed it—Google.
This isn’t an isolated incident either. We’ve seen countless agencies lose good clients after a Google rep “helped” convince the business owner to switch to a shiny new campaign type that tanked performance.
At InvisiblePPC, we build campaigns that prioritize real lead quality over AI-driven volume. We’ve been optimizing for local lead generation long before Performance Max was a thing—and the data proves it works.
So, the next time your client asks you if they should meet this Google Ads rep who keeps reaching out to “improve the campaigns”– Have the expert from your Agency’s side, join the call.
