Agencies call foul as Google reps play hardball with AI pitches to clients

Ad agencies have long fielded relentless pitches from Google Ads reps pushing new products in search of more money. But now, agencies of all sizes say the pressure is intensifying, with reps pushing harder to drive adoption of automated tools like Performance Max and generative AI features.

Google Ads sales reps are increasingly contacting agencies’ clients with advice that at times contradicts agency strategies — and in some cases mismanages campaigns — according to range of media agencies in the U.S. and U.K. Sources. They also say the tactics feel more aggressive and more inappropriate than in the past.

Many agencies say the efforts seem designed to sow confusion, discredit agencies and ultimately cut them out of the picture. For example, agencies claim that when they reject Google reps’ misaligned advice, the reps go around them — directly to clients — discrediting the agency by implying they don’t understand how Google Ads work. PPC professionals also shared similar concerns in a recent Reddit thread, where one user likened the issue to “being told your house needs paint by the guy who sells the paint and does the job.”

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