Is Google Ads a scam?

the google advertising logo

We hear it all the time: “I’ve already tried Google Ads. It was a total waste of money. I spent thousands of dollars and never got any leads!”

Unfortunately, this is an all-too-common occurrence. Companies in every industry have had their ad spend wasted by both high-end agencies and DIY campaign setups. If you aren’t careful, it’s very easy to throw money into the Google black hole and never see any return.

However, having generated millions of dollars for our clients through Google Ads during our many years on the platform, we will be the first to tell you that Google Ads is not a scam.

Why do people think this?

The Google Ads platform is Google’s biggest source of revenue, so it’s no surprise that it’s designed to extract ad spend from everyone, Mom ‘n Pops and Fortune 500s alike.

While the Google Ads platform is user-friendly enough that anyone could figure it out by following a few tutorials, it is also full of pitfalls that easily trap users who don’t know any better. The frustration of Google Ads feeling like a scam often arises when a poorly configured campaign leaves people feeling like they are wasting their ad spend targeting an audience that will never convert.

How can this be avoided?

The basic strategy for seeing measurable return from your Google Ads is to use the right keywords to target the right audience. While this sounds simple, there are a lot of things you must consider when building your campaign. For example:

  • When during the buying process does it make sense to reach your audience? (i.e. initial research, considering options, point of purchase)
  • How long does it take a buyer to make a decision?
  • Is this a highly-competitive market?
  • Are there any searches that you don’t want your product or service to show up for?
  • Are there certain months or days of the week that need more advertising?

Common use cases for Google advertising

Google advertising can be used to market just about anything, but there are certain situations in which it is particularly effective. These include:

  • Your business is seeking to grow its local market share
  • You sell niche products and services in markets with low competition
  • Many people are searching for products or services you provide

Getting the most out of your ad spend

Even after you consider your strategy and your market fit, it’s important to keep in mind that your ad campaigns can’t be set up then ignored. That is the perfect recipe for wasting thousands of dollars on Google.

Because both buyer trends and Google’s algorithms change on the fly, ad campaigns need to be constantly monitored and optimized. You can do this yourself if you know what you are doing; however, most companies find it easier to work with a digital advertising agency to make sure that their ad spend is being allocated well.

Measuring results

It doesn't make sense to continue to spend money on a broken strategy. It usually takes a few months for any campaign to deliver the results you are looking for, but you don’t want to ignore a campaign that might be slowly draining your budget.

Key metrics to watch in Google to help you measure your campaign's effectiveness include:

  • Impressions: Is a large enough audience seeing your ads?
  • Clicks: Are people who see your ads ending up on your website?
  • Conversions: Are people actually taking action when they see your ads?

Additionally, you can monitor certain business metrics to make sure that your ad spend is being utilized effectively. These include:

  • Return on ad spend (ROAS): Is your ad spend producing a positive return?
  • Return on investment (ROI): Are you producing profit after considering the cost of goods sold?

We hope this has cleared up any misconceptions you’ve held about Google Ads. If you are interested in learning more about Google advertising, check out our digital advertising overview or our Google advertising budgeting guide.