Ad agencies report heightened pressure from Google Ads representatives to adopt automated services and generative AI features. These reps are directly contacting agency clients, often disregarding agency strategies and practices. The tactics employed are perceived as aggressive and inappropriate, aiming to undermine agencies. In response to these challenges, organizations like Agency Hackers have initiated a "Don't Be Evil" campaign to unify agencies in sharing their experiences and frustrations with Google Ads sales tactics, indicating a worrying trend in perceived corporate behavior.
"Agencies suspect Google Ads sales reps are under pressure to meet quarterly sales targets, which may be driving these aggressive tactics that often contradict agency strategies."
"Many agencies believe Google's efforts are designed to sow confusion, discredit them, and ultimately cut them out of the ad management process."
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