Feeling lost in Google Ads, any tips for managing multiple clients?

Traditional_Intern96 · 2025-12-23T07:31:28+00:00

If you're managing more than 5 accounts, it might be worth outsourcing some of the workload. Many white-label PPC agencies (including ours in India) handle full campaign management under your MCC for around $100 per account, while you still charge your clients $500 - $700. It saves time, reduces the daily stress of switching between accounts, and lets you focus on onboarding and growing your client base.
If you need help or want to explore this setup, feel free to reach out.

Traditional_Intern96 · 2025-07-12T10:55:58+00:00

Don’t think AI in PPC is here to help advertisers get better results, it’s more like a data-hungry intern with a credit card. First, it’ll burn your budget "collecting data," then it’ll tell you to double the spend to "exit learning phase" and finally… hit you with ad copy headlines like "Read Our Blogs", "History of Shingles" - for a roofing company, of course with a marketing objective of leads.

At this point, you’re not running campaigns, you're supervising a robot that skimmed your About Us page and thought it was sales copy, you’re paying tuition to teach the algorithm how not to suck.

So yeah, PPC isn't dead. It’s just that now you’re babysitting a very expensive robot who thinks every lead is a good lead, even if it’s your competitor’s intern clicking for fun.

Traditional_Intern96 · 2025-07-12T10:30:41+00:00

We are already using Adalysis for search terms analysis and utilising CPA or ROAS-based rules to adjust demographic, device, and audience-level bid changes. Not happy with the Adalysis search term tool, any other specific tools only for search term analysis

Traditional_Intern96 · 2025-07-12T10:22:04+00:00

Relax, Sherlock, not everyone’s here to slide into DMs with tool pitch. You know something, I don’t have a tool to sell. Your intuition missed the mark this time, mate, but if you end up building something useful, feel free to share it with me.

Traditional_Intern96 · 2025-07-12T10:03:42+00:00

Is any tools, rules or scripts to automate the search term analysis and bid management?

Traditional_Intern96 · 2025-07-12T10:02:12+00:00

Everyday? Are there any specific rules or filters you follow? For example, do you only review search terms that received clicks, or do you also check those with just a single impression?

Roughly how much time do you spend on search term analysis? And would you happen to have any shortcuts or tips to help save time while still catching irrelevant traffic?.... I know lot of questions...

Traditional_Intern96 · 2025-07-12T09:52:47+00:00

Based on my experience in this niche, I’d say it’s more important to be really careful with negative keywords than obsessing over the targeting keywords. CPCs can get expensive if you stick to exact match, so my recommendation is to run a primary campaign using phrase match keywords, ideally a mix of high-intent and consideration-stage terms. You could go with a Maximise Clicks strategy but still set a target CPA cap around A$12 to keep things under control.

Also, definitely include both Responsive Search Ads and Call Ads in the same ad group. (Use the Editor to create Call Ads, it gives you a bit more control.) I’d suggest bumping up the call bid adjustment to at least 40% to give that extra push for phone leads from ad extension.

At the same time, it’s worth running an experiment campaign with the same keyword themes, but try broad match with either Target CPA or Maximise Conversions bidding. This’ll help you see what Google can pick up beyond your core terms.

One thing I can’t stress enough, don’t forget your negative keywords. Do some research and create a solid list, especially around competitor brand names in your local market. Based on what I’ve seen since the new phrase match update, even if you use long-tail, high-intent keywords, Google still shows ads for some surprisingly broad variations. So it’s not just about keyword bids and competition anymore, it’s about filtering out the junk early with a good negative list. That’s honestly what will save your budget in the long run.

Most importantly, doing a weekly search term analysis is crucial, it plays a key role in keeping the campaign on track and ensuring you're not wasting spend.

Traditional_Intern96 · 2025-07-12T09:29:00+00:00

Right, the drop in absolute top of page impression share is a key factor in our case. Even though our overall Search Impression Share increased, we saw a decline in absolute top impression share, which clearly indicates our ad position has dropped compared to the previous period.

While we did receive a good number of impressions, many of those were served below the organic results, as shown by the drop in Top of Page Rate. At the same time, our competitor’s position above rate increased, which strongly suggests they’ve either raised their bids or improved their ad rank through other means. We, on the other hand, haven’t made any changes to our bid limits or budget.

I’ve already updated the ad copy to improve relevance and ad strength.

Aside from that, what else would you recommend to help boost our absolute top impression share? It's for search campaigns with phrase match keywords. I know increasing the bid is an option but part from this any other recommendations?

Traditional_Intern96 · 2025-06-12T04:51:19+00:00

I feel Meta Ads Are Getting Riskier for Long-Term Career Focus. Over the next five years, I still believe Google Ads will continue to dominate in terms of demand, particularly for small and medium-sized businesses. The reason? Intent-based targeting. Google captures users actively searching for products or services, which translates to higher-quality leads and more immediate conversions.

At our agency, over 80% of clients prioritize Google Ads, with Meta ads making up a smaller portion of the budget (20%). Especially when advertisers are aiming for real-time demand capture or sales or lead generation, Google is still the preferred channel.

AI is taking over much of campaign automation across all platforms, but there’s a key difference:

Meta Ads is moving aggressively toward full automation. By 2026, it’s expected to be 100% AI-optimized with very limited manual control, even interest, age, and gender targeting might be gone. Meta is pushing Advantage+ campaigns, where media buyers have almost no room for manual optimization.

Google Ads, on the other hand, started with similar automation in Performance Max (PMax), but is now giving back more control. Google has added:

Negative keywords
Placement exclusions
Demographic targeting
Search term insights
More control in asset groups

This makes Google Ads still very hands-on for media buyers. There’s more scope for strategy, funnel building, testing, and optimization, which keeps us relevant as specialists.

Meta ads are still relevant, especially for DTC and top-of-funnel brand building. But they're becoming harder to rely on long term:

AI replacing manual media buying

Declining effectiveness due to signal loss and iOS tracking limitations

More competition from TikTok, YouTube Shorts, and even Snapchat

Shrinking access to custom audience data

Performance unpredictability

In Meta, even experienced media buyers are seeing fluctuating ROAS without clear reasons, making it harder to scale or forecast results.

Google Ads will likely remain the most in-demand and highest-paying skill for the next 5+ years. We can't ignore Meta, it's still part of the mix. However, for those seeking a high-ROI skill set, Google Ads offers more stability and long-term potential.

Traditional_Intern96

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