Did You Just Break Your Google Ads? 4 Most Dangerous Google Ads Changes (Episode 519)
June 29, 2026
AI Summary
5 min readThe Hidden Danger in Your Google Ads Account
A PPC agency was recommending maximize conversions and target ROAS for almost all B2B campaigns—including brand campaigns. When listener AJ wrote in to ask whether this made sense, Chris Schaefer didn't hold back. "This is crazy," he said. The agency was using two fundamentally different bidding strategies as if they were interchangeable, and worse, they were applying them to brand campaigns where the entire premise is wrong.
Brand campaigns are not conversion machines. They are defensive plays. When someone searches for your company name, a brand campaign ensures you show first and prevents competitors from stealing that traffic. But many companies spend tens or hundreds of thousands of dollars on brand campaigns when nobody is bidding against them. "You're racing against no one," Schaefer said. "All this praise, all of these amazing metrics, it's showing how you have a incredibly high conversion rate, super high click-through rate, very low cost per click. Look how great you're doing. No one's on this race with you. Of course you're in first place. You're by yourself."
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What you'll learn
- 1 (00:19) **Introduction & Sponsor** - Chris Schaefer introduces the episode topic: how to break your Google Ads (so you can avoid it). He also covers listener questions and thanks sponsor Optio.
- 2 (03:22) **Listener Question: Bidding Strategies for B2B & Brand Campaigns** - AJ asks if using Maximize Conversions or Target ROAS for B2B and brand campaigns makes sense.
- 3 (10:37) **Listener Question: Trusting Agencies & Internal vs. External Care** - Ivan shares frustration about trusting ad agencies to care as much as an internal employee.
- 4 (15:56) **Listener Question: Getting Clients as a Freelancer** - Brandon asks for advice on getting consistent clients for a new Google Ads agency focused on home services.
- 5 (22:06) **Main Topic: 4 Most Dangerous Google Ads Changes** - Chris introduces the core segment: the worst things you can do to break your Google Ads account.
- 6 (23:10) **Danger #1: Pausing Your Campaigns** - The worst change: pausing all campaigns, even for a short time.
- 7 (26:32) **Danger #2: Changing Your Website** - Updating your site can break conversion tracking or change user behavior.
+ Full timestamped outline available in the app
Guests on this episode
Show Notes
This week Chris Schaeffer answers questions from listeners and discusses 4 ways to break your Google Ads account. Don't make these key mistakes that can result in an unrecoverable campaign.
Try Opteo for free for 28 days - https://opteo.com/psp
Chris Schaeffer - http://www.chrisschaeffer.com
Submit a Question - https://www.paidsearchpodcast.com
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