For many advertisers running Google Ads campaigns, receiving calls from Google’s so-called “strategy experts” has become a regular—if not relentless—occurrence. These calls are typically framed as opportunities to optimize your account, improve campaign performance, and leverage insights from Google’s internal tools. But what are they really offering? And are they always helpful?
A Push Toward Automation—Not Strategy
In practice, the overwhelming focus of these calls tends to be one thing: getting advertisers to adopt more of Google’s automated tools. Whether it’s enabling auto-apply recommendations, switching to broad match keywords, increasing budgets, or allowing automated bidding strategies to take full control, the advice often seems less about your unique goals and more about letting Google’s algorithms steer the ship.
To be fair, Google’s automation can be powerful—when used selectively and with a clear understanding of what it’s doing. But for advertisers managing multiple accounts or running high-stakes campaigns, blind trust in automation isn’t always the best approach. And that’s where many of these “strategy sessions” fall short.
Outsourced Help That Often Misses the Mark
Many of these calls originate from email addresses on subdomains of google.com—such as @xwf.google.com – clues that the outreach may be coming from outsourced reps or third-party contractors. In many cases, these reps seem to be following a rigid script, offering generic advice that doesn’t take into account the nuances of your account or industry. Their knowledge can be hit or miss, and rarely do they offer deep insights that a seasoned PPC manager wouldn’t already know.
For agencies and consultants managing a large portfolio of Google Ads accounts, such as SEARCHEN NETWORKS®, these repeated calls can become more of a nuisance than a value-add. Instead of streamlining communication, it often feels like you’re starting from scratch with a new person every time—each one trying to re-sell the same pitch for automation with little context or continuity.
When the Real Experts Call
It’s worth noting that not all Google reps are created equal. For high-spending accounts, Google does assign internal teams and account managers—real experts who typically contact you from @google.com email addresses and have deeper insights into your performance. These reps can provide meaningful recommendations, access to beta features, and data-driven guidance that actually moves the needle.
These true Google reps usually reach out only when an account is spending significantly—or has the potential to spend significantly more. In most cases, Google identifies high-performing or high-potential accounts as candidates for increased ad investment, and it becomes worth their while to assign a dedicated rep to help “optimize” performance. But let’s be honest: that optimization is often geared toward unlocking more budget. These reps are far more knowledgeable and can offer deeper account analysis, but it’s clear that their involvement is driven as much by revenue potential as by advertiser support.
A Frustrating System for Agencies
If you manage multiple accounts, chances are you’re bombarded with calls from different reps, each unaware of your previous conversations or the broader strategy you already have in place. This lack of cohesion not only wastes time but undermines trust in the process. Even worse, Google seems to rotate these reps every quarter or shift them to different departments or account portfolios, making it nearly impossible to build any lasting relationship or continuity. Wouldn’t it make more sense to assign one dedicated strategist per agency or manager account?
Final Thoughts
While Google’s strategy sessions are positioned as a helpful service, their effectiveness depends entirely on who’s calling and what they’re trying to sell. The overreliance on pushing automation and the inconsistent quality of reps has led many advertisers to view these calls with skepticism—if not outright annoyance.
For now, the best strategy may be to know the difference between a real expert and a scripted contractor, and to continue making informed, human decisions—even when the bots say otherwise.
