Exposed: 3 Shady Google Ads Agency Tactics That Steal Your Budget
As a small business owner looking to maximize your return, you rely on your Google Ads agency to be a true partner. But the truth is, the paid search industry has its share of questionable tactics and rip-offs. After doing PPC since 2007, I’ve seen countless businesses waste tens of thousands of dollars on agencies that offer a "set it and forget it" approach disguised as expert management.
This isn't just about poor performance; it's about being actively ripped off. Today, I'm pulling back the curtain to expose three ways certain agencies fake paid search management and waste your valuable ad spend and retainer fees. My goal is to save you thousands of dollars and endless frustration. Let's dive into the core strategies you need to watch out for.
1. The "Change History Fluff" Trap: Activity vs. Analysis
Many agencies know that savvy clients look directly at the Google Ads change history to see if work is being done. Unfortunately, this awareness has created an opportunity for shady practices.
A common tactic is making superficial, low-impact changes just to create a visible activity trail.
The Deception: They'll set up campaigns initially and then occasionally add a new keyword or adjust an ad copy headline. They make these small, often meaningless adjustments solely to ensure something appears in the change history.
The Reality: There is no genuine strategic optimization happening. They are simply making changes to keep the records "clean" and to convince you that they are actively managing the account. This lack of real strategy means your campaign performance stagnates.
What to look for in reports:
Be wary of fancy-looking reports that are full of fluff and zero substance. If your reports say things like "expanded keywords" or "made bid adjustments we felt were correct," but offer no real analysis and no actionable insights tied to your business goals, you're likely being fed fluff. You deserve a clear explanation of why a change was made and how it's expected to impact your bottom line.
2. Constant, Meaningless "Optimization" to Hide Inactivity
This trick takes the first point a level deeper and is often sneakier. Some agencies will pretend like they are optimizing constantly, but they are really just overcomplicating simple necessities to justify their fee.
What does fake optimization look like?
Tinkering with Bids: They'll make a flurry of minuscule bid adjustments—dropping a CPA target by 50 cents, changing a ROAS target by a couple of percentage points, or adjusting a keyword bid by a dollar. These changes rarely move the needle but clutter the change history.
Lack of Framework: A truly professional Google Ads coach understands that constant small adjustments aren’t always necessary. Sometimes, the most important work is monitoring results, analyzing trends (often outside the platform in a spreadsheet), and making calculated, high-impact decisions. Shady agencies are often just babysitting your account instead of actively growing it through a defined framework for improvement.
Real Optimization Should Include:
Consistent testing with new ad copy and angles.
Experimenting with different audiences in observation mode.
A clear, data-driven methodology for which keywords to pause or expand.
If the keywords remain the same for months on end with no real testing or analysis, you are not getting the service you're paying for.
3. Charging Premium Fees for Basic Automation (No Human Oversight)
I am completely in favor of utilizing automation in Google Ads and it's essential in the current AI era. However, automation must be supported by strategic human oversight.
The third tactic involves agencies setting up automatic rules (stuff you could do in minutes) and then presenting that simple setup as their ongoing work.
Automation for automation's sake: They turn on an automated feature, walk away, and bill you a premium fee. There is no strategic thinking, no one monitoring the automation's actual results, and no one asking, "Is this the right thing to do to achieve my client's business goals?"
The cost of neglect: This lack of human oversight and strategic monitoring is how I’ve seen businesses waste $50,000 or more before they realize their budget is being eaten by unmonitored rules and poor account structure.
You’re paying for strategic consulting and expert guidance, not just a button pusher. Your agency should be a strategic partner focused on how to move the needle in the right direction, not just automating for the sake of checking a box.
The Next Step: Get Strategic and Get Results
The number one defense against falling into these traps is to educate yourself and understand the difference between activity and true Google Ads strategy. You don't need to become an account manager, but you need to know what questions to ask and what genuine performance looks like.
This is exactly why I created the Google Ads Strategy Hub to help small business owners and agencies learn how to look at their campaigns like a pro.
If you found this blog post helpful, you'll definitely want to see my companion video where I break down the reports and live examples of this behavior. Be sure to subscribe and check out the full discussion right here:
