How to Work With a Google Rep Without Letting Them Run Your Strategy

Let me start with this: Google reps can be a huge asset—if you know how to work with them.

But if you blindly follow every recommendation they give you, you’re going to end up with a bloated account full of broad match keywords, wasted budget, and no clear sense of what’s actually driving results.

I’ve worked with dozens of Google reps over the years. Some have been fantastic. Others clearly just wanted to check boxes and push the latest automation features.

Here’s how I’ve learned to work with Google reps in a way that’s productive, respectful, and—most importantly—beneficial to my clients.

1. Know When to Say No (And Say It Confidently)

This is rule number one.

Not every recommendation from Google is in your best interest. Especially when it comes to:

• Broad match keywords

• Optimized targeting

• Account-wide Smart Bidding (without segmentation)

• Auto-applied recommendations

• “Upgrade” to Performance Max without a strategy

When a rep pushes something that doesn’t align with your goals or data, say no. Clearly. Politely. Confidently.

And always bring receipts. If you’ve tested it before and performance tanked, say that. If your account structure relies on tighter targeting, explain that. Most reps will back off if you show you’re thinking critically.

2. Treat Reps Like a Resource—Not a Strategist

Google reps aren’t account strategists. They aren’t managing your budget. They don’t know your client’s margins or business model.

But they do have access. And that’s where they can help you win.

Here’s what I regularly ask for:

✓ Beta Access

Get early access to new campaign types, features, and tools—especially if you're managing multiple high-spend accounts.

✓ CDI & BDI Reports

Category Development Index and Brand Development Index reports help you see where you’re over- or underperforming in specific markets or demographics. Super helpful for geographic scaling.

✓ Industry Benchmarks

Real industry-specific CTR, CPC, conversion rate, and impression share data that goes beyond the generic Google Trends charts.

✓ Auction Insights at Scale

More detailed, vertical-wide competitive insights than what’s in-platform. Ask for a deck—they often have them.

✓ Performance Max Placement Reports

You’ll never get everything, but they can sometimes pull reports that show you which asset groups are delivering on YouTube, Discover, etc.

✓ Audience Overlap + Affinity Insights

Google has some great tools for modeling audiences, and reps can sometimes pull overlap data between your customer list and affinity/in-market segments.

✓ International Expansion Guidance

If you're scaling globally, ask for language, budget, and campaign structure advice for international markets—they often have prebuilt playbooks.

3. Build the Relationship (But Keep Control)

Reps come and go pretty frequently, but if you get a good one, build the relationship.

• Be respectful of their time.

• Share what you're working on.

• Let them know where their help is most useful.

• Be clear about what decisions you’ll handle yourself.

They want the account to grow. So do you. Just make sure the growth is sustainable and strategic.

4. Use Reps to Push Google’s Limits

Google often sets artificial limits—like restrictions on asset group numbers, account structure guidance, or what kinds of exclusions are “recommended.”

If something isn’t working or you need an exception, your rep might be able to escalate it. For example:

• Unlocking additional conversion actions for Smart Bidding

• Enabling more creative formats within Performance Max

• Whitelisting specific placements or categories

• Troubleshooting editorial rejections faster

They can’t fix everything, but they can often move the needle internally if you ask the right questions.

5. Set the Agenda for Your Rep Calls

Don’t wait for your Google rep to bring a slide deck. Come in with what you need.

For example:

• “Can you pull auction insights for these 3 competitors across Search and Shopping?”

• “Can you check if this account qualifies for this new PMax feature?”

• “We’re scaling into Canada. Do you have regional benchmarks or localization tips?”

• “Can you send over recent industry trend data for [vertical]?”

Drive the conversation, and your rep will start treating you more like a partner than a passive listener.

Final Thoughts

Working with a Google rep can be a win-win. But only if you stay in the driver’s seat.

Take the help that actually helps. Push back on anything that doesn’t align with your strategy. And ask for the good stuff—the insights, betas, and access that can give you an edge.

Your job isn’t to agree with every recommendation. It’s to get results.