Don't Let Google Take Control

How many Google AI emails, sales calls and "Recommendations" did you get this week?
It's crazy how many ways Google attempts to take control of your ads -- if you let them -- to make Google more money.
Linda and Raul sent me these examples (thank you for sharing).

Don't Pay Too Much

"Maximize Conversions", "Target CPA" and other Campaign Bidding Settings give Google permission to set your Cost Per Click.
Only Bidding = Manual CPC controls the maximum Cost Per Click that you pay.
"Below first page bid" Google wants everyone to pay for expensive ads in the top ad position. Since Google now controls most advertisers' Cost Per Click, they have artificially inflated the cost of the top ad position, so that top position is ridiculously expensive for most searches.
The Google Search Ads Guide shows how to run your ads for almost every search at a much lower Cost Per Click. You'll get more customers for the same budget.

Don't Waste Money on Non-Buyers

"Add these keywords" Google wants each advertiser to run many keywords to compete with other advertisers and therefore push the Cost Per Click higher - You only want to run ads for the words that you know your customers put into Google Search, so you don't waste money on people who don't buy your product.
To make matters worse, Google also runs ads for words that are only "related to your keywords" so look at Search Terms to identify Negative Keywords immediately.

Don't Waste Money on Random Ad Experiments

"Low optimization score" warns you to add many "headlines. descriptions, sitelinks, logo", "Automated Assets" to your ads.
In the first place, Google doesn't charge you more for a low optimization score. Google runs ads for advertisers who pay the highest Cost Per Click, until they quickly run out of their DAILY BUDGET at those high click costs. Google then moves to the next advertiser to empty their pocket - and so on - which maximizes the money Google makes each day. Shame on you Google!
Statistical accuracy depends on running the same ad at least 20 times (think of tossing coins heads or tails) - For just one of your products, Google would have to run your ad over one million times to cover all the possible variations of 8 headlines, 2 descriptions, sitelinks and Assets just to run each ad variation one time. Multiply that by 20 times for statistical accuracy = 20 million ad experiments. You can't afford to run random experiments. You need every ad you run to sell your specific products - You write great ads, because you know what your customers are looking for and why they buy your products which are not random facts.
60% of Google Searches are on small cell phone screens - The Google Search Ads Guide explains how to set up ads so every ad people see are the words they just put into Google Search in Headline 1 and why your product is better than competitors in Headline 2 and Description 1 on their small cell phone screen. Don't let Google distract or even hide your carefully chosen sales pitch for each of your products with random stuff. Google AI doesn't know your customers better than you do!

Don't Surrender!

Smart Campaigns and Performance MAX Campaigns take over your ads completely, requiring no participation from you. They run your ads on all types of Google advertising including Display Ads (on Websites that run Google ads), Google Search Ads, Gmail, YouTube ... Easy, but extremely expensive and wasteful, since it doesn't take advantage of your customer knowledge.
"Click to apply recommendations" and "Auto Apply Recommendations" Put your hands over your head and surrender completely.
Google Ads Mobile App - doesn't show the features you need for cost-effective ads on a small cell phone screen. Google takes over your ads.
The new Google Ads Advisor - Google will use AI to control your ads when you follow their "Advice"

How To Run Successful Ads The Easy Way

It's easier to show how to run ads properly, than to explain what NOT TO DO.

The Google Search Ads Guide simply applies your own business knowledge.

You know your business better than Google, AI or ad agencies.

Control your Cost Per Click for individual Keywords > Campaign Setting Bidding = Manual CPC.
Only run ads for Keywords that make you money - Don't let Google add keywords - Select Negative Keywords.
Control how people see your ads on small cell phone screens - Don't let Google add random Assets.
Run ads all your scheduled hours - Keep DAILY BUDGET greater than ACTUAL DAILY COSTS.
Tune Bids so your ads run most of the time at a much lower Cost Per Click.

May your business prosper in 2026 -- Rich

For more information www.RichBruns.com