The Biggest Mistakes made by Google Ads Specialists

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I had an interview with Tomasz Abbott-Wieczorek and we spoke at length about a number of important topics for Google Ads & Google Ads specialists including, The Biggest Mistakes made by Google Ads Specialists & How to see better results with Google Ads.

Here is a glimpse of my interview with Tomasz.

The full interview will be live on my YouTube channel from Wednesday.

1. Simplify Your Google Ads Strategy

One of the biggest mistakes advertisers make is overcomplicating their accounts. Many specialists get caught up in unnecessary complexity—creating too many campaigns, layering audiences excessively, or chasing advanced strategies without mastering the basics.

Tomasz Abbott-Wieczorek, an experienced Google Ads consultant, puts it simply:

"The results you’re looking for are in the most boring work that you’re avoiding."

Instead of creating more campaigns, start with the mindset that your account should have just one campaign and one ad group. Obviously, this won’t always be possible, but this approach forces you to justify every additional campaign or ad group you create.

Every structural decision should serve a clear purpose, such as separating audiences by user journey, segmenting campaigns for different networks, or refining budget control.

Review your Google Ads account and eliminate unnecessary complexity. Consolidate where possible and ensure every campaign has a strategic reason for existing.

2. Don’t Follow Trends Blindly – Focus on Context

Many advertisers see a new strategy posted online and immediately want to apply it to their accounts.

However, as Tomasz points out, many of these so-called “advanced strategies” only work in specific scenarios—certain industries, budgets, or regions.

For example, manual bidding can work well if you have the time to manage it properly. But if you’re stretched across multiple accounts or clients, a well-optimized automated bidding strategy will likely outperform manual adjustments.

Before implementing an advanced strategy, ask yourself: Does this fit my budget, industry, and business goals?

Test changes on a small scale before rolling them out across your entire account.

3. Align Your Campaigns with Business Goals

A common mistake PPC specialists make is focusing only on sales and conversions without truly understanding what the business wants to achieve.

Different businesses have different priorities:

• Some want to maximize new customer acquisition rather than just driving sales.

• Others need to maintain a strict CPA or profit margin.

• Some are preparing for long-term brand acquisition rather than short-term profit.

Many advertisers fail because they don’t align their Google Ads campaigns with these broader business goals. This is where regular client communication becomes critical.

Before making optimization changes, ask:

What does this business actually want?

If you’re unsure, schedule a strategy call with your client or internal team.

4. Automate Where Possible – But Keep a Human in the Loop

AI and automation are changing how Google Ads specialists work, but that doesn’t mean human expertise is obsolete.

The key is knowing what to automate and what requires human oversight.

Some tasks that AI can handle well:

• Data reformatting (e.g., transforming reports into structured insights)

• Basic ad copy variations

• Campaign adjustments based on trends

However, AI lacks intuition, cultural awareness, and real-world experience. AI can analyze patterns, but it doesn’t understand why people buy.

That’s why the best-performing campaigns still come from specialists who deeply understand their audience.

Conduct a workflow audit twice a year to identify what tasks can be automated.

Free up your time for strategy and client communication, which AI can’t replace.

5. Stop Selling Basic Google Ads Services – Focus on Strategy

If your value proposition is still based on adding negative keywords, reviewing placements, and writing ad copy, your role is at risk.

The future of Google Ads specialists lies in strategic expertise:

• Deep business understanding – You must know how a business operates, not just how Google Ads works.

• Performance analysis – Be able to quickly diagnose why an account is underperforming and how to fix it.

• Marketing integration – Google Ads doesn’t exist in a vacuum. Specialists who can align it with SEO, social media, and overall marketing goals will be the most valuable.

Position yourself as a Google Ads strategist, not just a campaign manager.

Clients will pay more for expertise that directly impacts their business growth.

6. Build Your Personal Brand to Attract Better Clients

If you’re transitioning from an agency to freelancing, or want to charge higher fees, building your personal brand is key.

Tomasz shares that he built his freelancing business primarily through inbound leads on LinkedIn rather than outbound prospecting.

By consistently posting insights and answering common PPC questions, he was able to attract high-value clients.

A simple yet effective strategy:

1. Record your sales and client calls.

2. Use AI to analyze the most common client concerns and questions.

3. Turn those insights into LinkedIn posts or blog content.

For example, if prospects frequently ask, Why is my Google Shopping campaign underperforming?, create a post addressing that exact problem.

Pick one platform (LinkedIn, YouTube, or Twitter) and start sharing your insights regularly.

It’s one of the fastest ways to attract premium clients.

7. Stay Ahead of Google Ads Changes in 2025

Google Ads is constantly evolving, and 2025 will bring even more changes. Search campaigns are becoming more reliant on landing pages, similar to how Google Shopping prioritizes product feeds.

With AI-driven updates like Search Max on the horizon, expect Google to place more emphasis on your landing page content when determining relevance and performance.

Treat your landing page like a targeting tool.

Make sure it closely aligns with your ads and includes the right keywords, value propositions, and CTAs.

Final Thoughts: The Role of Google Ads Specialists is Evolving – Adapt Now

Google Ads specialists aren’t disappearing—but their role is changing. Those who fail to adapt will be replaced by automation, while those who embrace strategy, automation, and client communication will thrive.

Here’s your action plan for 2025:
 
✔ Simplify your Google Ads strategy – Less complexity, more impact.
✔ Align your campaigns with real business goals – Stop optimizing in isolation.
✔ Use AI where it makes sense – but stay in control.
✔ Position yourself as a strategist, not just an account manager.
✔ Build your personal brand to attract better clients.

By making these shifts now, you’ll ensure your Google Ads career remains relevant, profitable, and future-proofed for years to come.

Have a great week,

Aaron

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• Monday 10th March, 8pm AEST: Review any Google Ads Account in 3 minutes
• Wednesday 12th March, 8pm AEST: The Biggest Mistakes made by Google Ads Specialists
  
  

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Wednesday, 12th March, 2025, 10:00 AM (AEST) 
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