The End of Google Ads: Are You Ready to Ditch the Dinosaur?

To celebrate 500 podcast downloads I wanted to share a few insights from my work so far...key question is - are we closer to replacing Google? Will it implode?

Combating tech giants & providing healthy growth alternatives is the premise of my podcast called Fixing The Game. I’ve spent countless hours dissecting Google's empire, and here’s the hard truth: the cracks are showing, and it's time to explore what’s next.

After interviewing 15 industry insiders, including ex-Googlers and performance marketing pros, the verdict is in: Google Ads is bleeding your budget dry, and it's getting worse. The ROI is dwindling, the platform's ethics are questionable, and the once-promised control for advertisers? Vanished. It's time to ask—are you wasting your marketing dollars?

Here’s the reality:

- Google Ads: The Emperor Has No Clothes – Once a beacon of innovation, Google Ads has turned into a black hole for your budget. Google introducing sneaky interface "improvements" that obfuscate the reduction of control of advertising, taking away important tools away from agencies and advertisers. Don’t believe me? Listen to my chat with ex-Googler Lucia Yapi, who spills the tea on how Google’s once-beloved platform is now a shadow of its former self. https://open.spotify.com/episode/3pzXeUvLsmh824OfZpakyj?si=DxxMsvH4TMmppPTF5XEHuA

- The Decline is Real – Google Ad performance isn’t just slipping; it’s plummeting. Costs are soaring, and returns are shrinking. Should you scrap your campaigns entirely? I debated this with Norman Irion, who sees value for some—but only if you’re ready to navigate the minefield. https://open.spotify.com/episode/46bzs2GrDvxwIMmXc12pdJ?si=bQAK1OjUThOl8nVjBFuLDQ

- The Elephant in the Room & the Ethics in Agency Business - A lot of agencies stand in a difficult situation where they heavily profit from poorly run campaigns, some nasty practices include kickbacks paid to agencies for pushing certain products. I discussed the role of the agency in my conversation with Valerio Stallone, PhD https://open.spotify.com/episode/6LWhnbkY8uMbXnj9VV8HmL?si=aAwzniDyTIaqrf_8_yIJ3w and Amy Hebdon

- Bipolar Agencies - I've learned from Amy how to smartly play the game of doing what's best for the client, without alienating Google - understanding that Google also wants to make money and having them on your side, whilst doing what's needed to satisfy the client.

- SEO and Own Content Are Rising - People like Andy Crestodina - who is focusing on SEO and content marketing is predicting a significant drop in the volume of searches, particularly replaced with much more powerful and useful AI-driven (GPT) interfaces and results. Are you ready for the shift? https://open.spotify.com/episode/4XdM5RiLXX3B51wn364HCd?si=wNuBbgceQ6ysMhYF86JcLg

- Display Ads: Burning Cash with No Return - The consensus is clear: Google Display Ads are a money pit - except maybe Shopping & YouTube. Display ads are placed in the scammy websites and these placements are sold at a low price and high volume - makes the numbers look spectacular, but they lead to nothing.Save your budget and look elsewhere!

- Data Drought - in my conversation with Dr. Evelyn Thar we talked about the challenges of data collection and data quality, but the fact is that both Google and advertisers will operate with less data - meaning less potential to optimise, which will lead to the decline in ad performance and online ads becoming more like new TV commercials—expensive, ineffective, and outdated. https://open.spotify.com/episode/3rcAVMP4Fx89HDo7WqmOIT?si=bCu24Y8-TkGWEJInNgBMYQ

- New Data Models or Bust - With data scarcity, the key to success will be building your own models., learn how to turn this challenge into an opportunity Andrew Hood https://open.spotify.com/episode/5nwCngrR9omzecywre523u?si=Rb0Z3z45TeGqJRslBvveCw

Whilst I was busy on my exploratory journey I also experienced some tension with Google whose staff have been approaching our clients in less than professional manner. Basically, undermining our work in favour of a short term budget increase. This strategy isn't going to go far because their advice goes against any kind of business common sense and commercial sanity.

The bottom line? Google’s reign is ending. Lawsuits are just the beginning. The future belongs to those who dare to explore alternatives—content marketing, personal branding, podcasting, and more.

All in all, I'm even more bullish on my idea of replacing Google, the running lawsuit is a start of the end for them and we'll see soon some big changes in the media landscape.

I’m not just talking; I’m taking action. My upcoming episodes feature more disruptive voices, like Claire Atkin of Check My Ads Institute, who will help us dismantle Google’s grip on the industry.

To those who’ve joined me on this journey, thank you. If you haven’t yet, now’s the time.

In some of the Fixing the Game episodes we covered alternative strategies, e.g. content marketing & personal branding with Sara Stella Lattanzio https://open.spotify.com/episode/7wPYQErzXqIxSaLCMSGeQy?si=_z-g7aKeTH-6u3G1sy4TVw or podcasting with Nico Leuenberger ?? https://open.spotify.com/episode/1WCzvBa5eZZyRmrO7Wjlb2?si=X83mPfFhTHOeEh-i6ZmSrA I strongly believe that we're on to something and very soon I'll build even a more comprehensive picture for the future of Google Ads.

I'm upbeat about these changes because they will strongly favour smaller and medium size businesses - liberating them from the hands of evil tech companies.

I'm also looking forward to upcoming recordings with Claire Atkin at Check My Ads Institute where I'll be able to continue to discuss the idea of ethics and regulation of online advertising in general. There is also more to come on the show in relation to the development of alternative ways to grow your business and showing exploits of Google to find pockets of great performance.

Thank you to all who decided to download and listen to one of the episodes. I'm grateful for every download and I'm also learning to become a better at conversing and more efficient at delivering the biggest insights.

Iif you haven't had a chance to experience my podcast you can find all episodes here: https://open.spotify.com/episode/4XdM5RiLXX3B51wn364HCd?si=8-3VZQfmTd67SNzwvFNecQ

Stay tuned—this is just the beginning.