How to make Google hate you (in a positive way)

Every day I see eCom brands burning money on Google Ads without even realizing it.

From the outside, their strategies seem solid. 

Great planning. Clear goals.

But execution is where they fall short.

Many brands know they need to focus on prospecting campaigns, use Google Ads as a full-funnel, etc.

But they don’t execute it properly…

And that’s where Google quietly steps in to pick their pockets.

Here's the dirty truth:

Google will always prioritize its revenue over yours.

They want to maximize how much you spend, whether it benefits you or not.

Here’re a few cases where it happens…

Ever notice how your branded campaign costs keep creeping up? 

That's not an accident.

If there’s anything Google hates, it’s a keyword with no competition.

If you’re using automated bidding, they’ll find sneaky ways to introduce noise and inflate your costs.

But it gets worse for campaigns like pMax.

If you don’t separate branded and non-branded traffic properly, Google will lean heavily on branded terms.

Why?

Because they’re easier to convert.

And Google can show that you’re having high returns.

But in reality, you're overpaying for traffic you didn’t mean to target.

This matters because every dollar wasted is a dollar that could've gone toward actual growth.

Toward reaching new customers.

Toward scaling your business.

When it comes to managing Google Ads, you need precision.

You need to make sure your ad spend goes where it’s supposed to go.

You need to get surgical with your execution.

Be cautious with anything Google labels as “automation”.

It can be useful, but only if you control it instead of letting it control you.

The difference between good and great isn’t strategizing.

It's execution.

It's about knowing where every dollar goes and making sure it works as you planned it to.

Jackson,

Founder and CEO of Echelonn.

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