The Hidden Lies Of Google Ads Agencies (Episode 510)

Chris Schaefer, host of the Paid Search Podcast, outlines nine deceptive practices commonly used by Google Ads agencies and managers to mislead clients about campaign performance. Drawing from his experience auditing distressed accounts, he emphasizes spotting these tactics to avoid wasted spend and false impressions of success.

Cheap Clicks Through Network Blending

Agencies often promise dramatically lower cost-per-click (CPC) rates, claiming proprietary advantages in Google's auction system. In reality, no advertiser can secure cheaper clicks on Google Search alone right away. Instead, agencies blend cheaper networks—like Performance Max, Display, remarketing, or search partners—into reports without breakdown. This artificially drops blended CPC by 80% or more, as remarketing or partner traffic costs far less than Search.

Even within Google.com Search campaigns, agencies enable search partners by default, routing 70-80% of traffic to obscure third-party sites with bot-driven, low-quality queries. Schaefer shares an example from a multimillion-dollar account: a hyper-specific, high-volume search term turned out to be bot traffic from partners, generating junk impressions and clicks that inflate volume but deliver no value. He advises verifying Google.com-only traffic and scrutinizing search terms for unnatural patterns.