There are five things that I want you to understand before you run Google Ads, this is important from a client perspective, but it's also important from an agency perspective. If you're an agency, a freelancer, a provider, if you're an in-house employee, Working for an organization, using Google Ads, these five things are going to save your life, I promise you. One of the things I tell people all the time is we're one of the top Google ads agencies on the planet. part of that proficiency, of course, we're good at what we do, but the other part of that is the fact that we've done a really good job with expectation management, with letting people know this is what's possible. This is what isn't. This is what you need to be concerned with, afraid of. Here are the risks. We do nothing but negative selling all the time. And people like it because it's honest, it's truthful. what I'd ask of you and for you is you do the exact same thing regardless of where your position is. And that's what these five things are really going to center on. So number one, numeral uno. There are zero performance guarantees. There are no performance guarantees. According to Google's own data, 50% of all Google ad campaigns fill in the first many days. Quick disclaimer, by the way. Somebody on Twitter called me out in a very, very friendly way. They're like, Hey man, where is the citation for this data point? And what's so infuriating to me is I can't find it. It was a note that I took when I went through Google certification. Way before it was even inside of Skillshare. I don't know if y'all remember that, but I got my Google certification and in my notebook I wrote down half of all Google ad campaigns fill in the first 90 days. I didn't take a screenshot. I didn't write it down. So really, I have no citation whatsoever. might as well just be making this up. The reason that I'm being as aggressive with it is because even if that's not true, the point behind it still stands. It's a solid articulation of the argument. The other data point that Google sterilized from the web that I thought was really interesting was the 72 million demographic and psychographic profiling factors on every human on the planet. That used to be on YouTube adss homepage. When you were looking at YouTube ads, specifically Google's like, we have 72 million factors. And then all of a sudden, right around the time of like the congressional hearings and Cambridge Analytica, that stuff just went away. And I wish I grabbed screenshots of it. So, note for you, if you see something that's really compelling from a data perspective, screenshot it. Because if it goes away, you don't have the ability to offer citations, and then you just sound like an idiot when you tell people what you know. So regardless of how many Google ad campaigns fill in the first 90 days, it's a tax relevant number and there's no way for you to know that a campaign is gonna be successful. I don't care if you've run the exact same type of campaign in the exact same industry, in the exact same geography, it's too dynamic. So if an agency is offering you a performance guarantees, they're either desperate or they don't understand what they're saying, and that tends to happen more often than. I care to admit, to be honest with you, I just see people and I'm like, you can't say the words that you just said. there's no way that you could know that. No performance guarantees, period. Full stop. If you're the agency offering performance guarantees, stop that. Now. You can say things like, if it doesn't work, I'll give you your money back. Fine. That's not a performance guarantee. That's risk assumption. But you can't guarantee someone that a Google ad campaign will function the day that you can guarantee that. Stop selling Google ads and go start buying businesses cuz you can just mint money. Which by the way, that's a really good note. If somebody really could guarantee performance, they wouldn't be giving it to you. If you had a magic metal detector that found gold, you wouldn't go try to sell the metal detector, right? You just go mine gold. number one, zero guarantees. Stop offering guarantees. Stop believing in guarantees. Stop asking for guarantees. I'm on calls still to this day. It's actually getting worse now that we're nerd famous. People are like, all right, so this is gonna work, right? And I'm like, your guess is as good as mine at this point, man, you know, some of you know more about this stuff than I do. So it's a test, it's an experiment, and we're gonna do it the right way And we're vested, but there's no way to promise it. All right? I beat that horse to death. Google Ads can only be as successful as your business model. This is one of the things that gets really frustrating really quickly. For the ad manager. I don't know. Your industry. I don't know your model. I don't know your, what you offer. I don't know how competitive it is. I don't know how well you're priced and I will never really know, right? Unless I invest with you or I end up with equity in your business, or I open a new business. in so many ways, I'm just trusting you. You're like, yeah, people are gonna buy this for this amount of money on these terms in this way. and, you know, for us it's like, cool, bro, I, believe you, I assume that you've done some level of, market test, anecdotal study, proof of concept. But if your business model is flawed, there's a great quote by Bill Gates. He says that Automation applied to an inefficient process only amplifies the inefficiency. That's it. Google Ads is the same way. Google Ads applied to an inefficient business model only amplifies the inefficiencies of that business. So if, your sales cycle, let's say, is, is flawed or too long or broken, Google Ads isn't gonna fix that, it's just gonna show you that. And that, by the way, is a huge value proposition. Like Google Ads can really help improve the efficacy of your business if you're willing to pay attention to what it teaches you. But, Your business model needs to be sound. And here's what's really interesting coming from the Google guy, I don't think Google Ads is a great place to go test a business model. Unless you have a ton of money and a ton of time. you're like, dude, I just got VC backed. You've got a bunch of money. We have to move fast, fast, fast. Great. Google Ads is the best place to be if you have more money than time. And that is some people, by the way, I've had people come to us saying exactly that. But if you got more time than money, Go make these mistakes in a far less expensive ecosystem cuz paying, paid traffic to make some of these mistakes. Like how are you articulating your value proposition? What is it that you need to say before somebody buys? Are you sure you're going after the right buyers? Are you sure this is the audience that resonates with this product or service? do you have your products and services bundled properly and appropriately? Are you describing them the way they need to be described? are you priced competitively? Are you priced too competitively? this happens as often as people being too expensive. They're too cheap, there's no meat left on the bone. they're selling products that are lost. Leaders and they don't realize that after the lost leader, there's nothing that follows. make sure your business model is sound. And I wouldn't, test that assumption inside of the paid traffic sphere. I'd find a way to do that a little bit more. Feet on the street. Number three, Google ads takes time and it takes money, y'all, it's just an x YIs, right? The more time you have, the less money it's gonna take. The more money you have, the less time it's gonna take. Usually it's somewhere in the middle, but if you have an excessive money, you can speed it up to a degree, know, you can't accelerate it past a certain point, but if you have an excessive time, then you can spend a little bit less, you know, if we had years. We could probably crack the code on Google ads for a dollar a day in some industries. Maybe not anymore though, with Google's minimum thresholds, which is a total scam, by the way. It's a total scam. I'm so mad at them for doing them, but have to have time and money, and those are the two things that a lot of businesses do not have by the way. Don't run Google Ads if you don't have an adequate ad spend. Trying to shoestring Google Ads it's an absolute flawed model. And don't spend money you don't have. I don't want your rent money. I don't want your rent money. only spend the money that you're willing to gamble. Cuz in the first 90 days, man is, it's educated guesswork. It's not gambling per se, but it's damn close sometimes. Google Ads is gonna change all the time, all the time. I think right now they're trying to kill standard shopping and I think that because standard shopping is working, and so why wouldn't they kill it? I think they're gonna take away manual cpc. I think we pretty much have confirmation of that from the rumor mill. You can't get romantic about the way that you're making your money. You can't get romantic about the way that you're running your ads. You can't get romantic about where your traffic is coming from. as soon as you crack the code inside of Google ads, it changes it's Murphy's Law. So you just have to know that going into it. It's why agencies exist cuz otherwise you could just hire us, wait until we crack the code and fire us. Which by the way, people do all the time. They hire us, we have the campaign perform. They're like, all right, good job boys, we'll take it from here. And then they take the campaign internally. the internal mantra, and maybe I shouldn't say this, but the soundbite internally is like, yeah, they'll be back. wait, just, first big algo chains. And then they come, tail tucked and they're like, Hey guys, we don't know what happened. And now it's like, but then they never leave again. Now they know, this is how, because, it's always way worse than had they stuck around. And, and there's a big reason for that too. I've got a hundred million dollars in ad spend. I get to see all sorts of multi-variate ways in different environments, how this is being impacted. And I'll probably see it before you do. So wow. I just sold you really hard on the agency. I don't necessarily. Think you have to be with an agency long term, by the way. You can have some really solid internal resources or do it yourself, but you know, for whatever it's worth, come hire, solution, take. And number five, and this is one I don't hit often. Google Ads is the most powerful advertising platform, period. Full stop. And I think that that's important to understand too. Here's why I think it's important to understand. You have to go into it knowing that it can work. I feel this way with so many things in life. You can't summit Kilimanjaro unless you believe it's possible. maybe it'd be a little less extreme, like you can't lose weight, Fitness, like, you just have to go in with the belief that something's possible. Google Ads is possible. Success is possible. You've seen it, over and over and over again. With, other businesses, competitors, et cetera. It's possible for you. You just gotta keep at it. so often the people that are most successful in any industry, they're not the best of the brightest or the smartest or the best funded. They're just the ones that were, obstinate enough to just stick around. and Anne, you start to kind of get that feeling too when you're around them. It's like, oh, you're just bullheaded. I see what happened here. Yeah. I'm writing a Twitter thread every day. Go follow me on Twitter. We're sending out a newsletter that's jam-packed full of all the content that we're creating. Go send it for our newsletter. And if I missed anything, what are the things that you think people should know before they run Google Ads? you know, I've got my five things. What are yours? Hit me in the comments. I think that's all I got. I really appreciate y'all, appreciate your time, appreciate your attention. Appreciate those of you that bought our book, wrote a review. Subscribe to our YouTube channel. Follow me on socials. This is getting pretty cool. It's getting pretty fun to experience the other end of all of this hard work. We've been a couple years into all this content creation, and then all of a sudden I woke up and I'm nerd famous. I'll see you tomorrow.