Google Ads Isn’t a Set and Forget Channel & Never Was

Google Ads Isn’t a Set-and-Forget Channel

Google wants you to believe that its automation (Smart Campaigns, machine learning, and AI-driven bid strategies) can run your ads for you.

Just hit “go,” and let their systems take care of the rest. But here’s the truth: if you hand over the wheel completely, you’re far more likely to waste budget than build real results.

When it comes to Google Ads, automation can help, but only when you stay in control of the parts that matter most.

There are two areas where Google’s recommendations can lead you badly astray: keywords and bid strategy.

 

Keywords: Broad match is broader than you think

Google loves to push “broad match” keywords. It promises more reach, more impressions, and often lower cost-per-click (CPC). But what most advertisers don’t realise is just how broad broad match actually is.

You might bid on a keyword like “Plumber Sydney”, and find your ad showing for searches like how to fix a leaking tap yourself, or even unrelated queries that Google’s AI thinks are “close enough.”

The result? You’re paying for traffic that’s unlikely to turn into customers. Broad match can bring in lots of clicks, but often from people with no real intent to buy what you’re offering.

To that point, we would never recommend that you allow Google to ad keywords to your campaign automatically. Nothing is more important to any search campaign than the keywords themselves. They remain the beating heart of any performance marketing scenario in search.

By all means, take a look at the recommendations, and you may well approve a lot of them, but don’t hand over complete control of this fundamental aspect for your bottom line.

 

The search terms report: Your most underrated tool

If you want to avoid wasting budget, one of the most powerful (and overlooked) tools is the search terms report. This shows the actual queries people typed in that triggered your ads.

When you use broad match (or even phrase match in some cases), you’ll often see your ads showing for search terms that are wildly off-base, sometimes so irrelevant that you’ll wonder how Google made the connection at all.

That’s why regularly reviewing your search terms report and adding negative keywords is essential. It’s the single best way to rein in wasted spend and make sure your ads are showing for searches that genuinely match your business.

 

Bid strategy: The push to spend more

Google’s automated bid strategies like Target ROAS, or Maximise conversions, can sound like a smart move. And in the right circumstances, they can definitely help. But Google’s default advice is often to remove budget limits and “let the AI optimise.”

What that really means is:

 

  • Your spend can escalate fast, often without clear gains.
  • The AI may prioritise easy wins (like branded searches or competitor names) that don’t bring in new customers.
  • The strategy may not suit your business if you don’t have enough consistent conversion data.

Setting the right bid-strategy for your campaign is fundamental in maximising performance. Think carefully about the long game, and make sure you choose the right path. Changing bid-strategies in the middle of a campaign can be very dangerous.

 

One last caution: beware of free advice

As Google’s ad revenue for search comes under pressure — and it will, now that search is no longer just search but AI + Search Engine — the company is working harder than ever to protect its turf. The rise of alternatives like Llama, ChatGPT, Deepseek and others, combined with changing user behaviour, means Google is trying every trick in the book to slow the slide.

One of the more frustrating tactics we’re seeing is Google’s aggressive push to get advertisers to spend more. If you manage a Google Ads account, chances are you’ve had one of those calls — someone offering “expert help” to improve your campaigns.

Here’s the truth: these aren’t Google staff. They’re sales agents, often working for third-party contractors hired by Google. Their job isn’t to help your business succeed — it’s to get you to increase your ad spend.

The advice they offer? In our experience, rarely useful. We’ve sat through hundreds of these calls. Maybe one in a hundred offered something of value. Most of the time, they’re working from a script, don’t really understand Google’s platform in depth, and certainly don’t understand your business. And let’s be honest — the hard-sell approach, combined with language barriers and a lack of genuine insight, can make these calls painful to sit through.

What’s the alternative? Working with a good agency can help shield you from this onslaught. An agency that takes the time to understand your market and your business can offer advice that’s focused on performance — not just on spending more. And you can access this advice without the street hustler rhetoric.

In short: next time that “free advice” call comes through, take it for what it is — a sales pitch, not a service.

 

What to stay on top of:

 

  • Keywords — Don’t just accept Google’s recommendations. Review and refine regularly.
  • Search terms report — Check often, exclude irrelevant terms, and tighten your targeting.
  • Bid strategies — Pick what fits your goals, not what Google pushes.
  • Location targeting — Keep ads focused on the areas you actually serve.
  • Budgets — Set clear caps so you’re in control of what you spend.

Google Ads automations can absolutely be a helpful tool, but do not hand over full control.

The most valuable tool you have isn’t Google’s machine learning. It’s your own knowledge of your business, your customers, and your common sense.

 

Top 5 Google Ads Traps to Avoid

Letting Google choose your keywords

  • They’ll recommend broad, generic terms that bring in clicks — not customers.

Trusting bid strategy recommendations blindly

  • Strategies like Target ROAS sound good, but often encourage unnecessary spend.

Using broad match without monitoring search terms

  • You’ll be shocked at how irrelevant some triggers are. Always check your search terms report.

Leaving location settings too wide

  • Make sure your ads only show where your customers actually are.

Forgetting to set budget caps

  • Without limits, spend can spiral fast — and Google won’t stop you.