Don’t Use Dynamic Ad Groups in Google Ads
If you’re using Google Ads and you’re a contractor, there is one very important setting you need to pay attention to, or you will get a lot of false positives.
I didn’t think this was a repetitive pattern but I saw it on a few clients, and it is something you NEED to avoid.
DO NOT enable auto-generated text assets in Campaign Settings, especially if you are running a Performance Max campaign if you are a contractor.
Google Ads will prompt you continually with “Recommendations” to improve the campaign, and some of those are labelled “AI Essentials”.
Now, I have never seen an ad that specifically says “HEY we are hiring” or “Help wanted” but what I have seen is that an abnormal amount of contact form inquiries come in with people looking for work if the “auto-generate text assets” option is flipped on.
What I believe is happening is the Google AI is creating ads that run on “partner sites” like Facebook and TikTok, where it says something like the contractor is looking to hire, or at least people read the phrases and that’s the message they get.
I’ve had this happen with a couple of different contractor clients where they were running Performance Max and the recommendation to auto-generate text assets was accepted. In each case, the client contacted me and said people told them they “saw an ad saying they were hiring”. I also saw that reflected in the contact forms. I never could find an example of such ads when I browsed different sites, but these clients were not running ads anywhere else.
So, bottom line, if you’re a contractor, do not enable auto-generated assets in ANY Performance Max campaigns, because for some inexplicable reason, Google AI will create a few ads in the overall mix that say you are hiring and you’ll get calls and emails with people looking for work, instead of potential clients.
If you need a second opinion on your Google Ads, or need help managing them and getting the best results possible, contact us and let us help you with Google Ads.
