Playing the Modern Game: Why Your Google Ads Rep is Your Guide to the AI Era

It’s a common view in PPC circles that talking to Google reps is a waste of time. Whether it’s Twitter grumbling or Slack channel memes, the consensus seems clear, Google reps are just salespeople pushing Demand Gen or Performance Max without understanding your strategy.

I get it. I’ve had those calls too. But this mindset misses two key points:

• Google Ads is not the same game it was five years ago.
• Used correctly, your Google rep is your fastest path to understanding the new rules.

And most importantly – there’s little to no downside. This is optionality (a concept championed by Taleb – meaning you gain the right, but not the obligation, to benefit from favourable situations) in its purest form, exactly the kind of asymmetric bet that Taleb argues makes systems antifragile, capable of getting stronger through randomness, uncertainty, and stress.

The Evolution of the Game: From Manual Grind to AI Mastery

In the early days of Google Ads, talking in poker terms, let’s call it the “Chris Moneymaker era”, you could win big with raw effort and tactical mastery:

• Meticulous keyword list building
• Manual CPC bids
• Clever ad copy
• SKAGs
• Endless spreadsheets and analysis

But today, Google Ads has become a game of inputs, not micromanagement. AI now handles the bidding, the targeting, and the budget shifts. You can’t control every lever – you have to guide the system. And that means understanding how to feed it the right signals: exclusions, creative, structure, goals.

This isn’t a grind anymore. It’s strategy.

It’s like Game Theory Optimal (GTO) poker – the way modern poker is played at the highest levels, where success comes from understanding systems, probabilities, and expected value.

GTO is modern poker – just like mastering automation and staying current with Google’s AI tools is modern Google Ads. And this is exactly where your Google rep comes in: to help you stay current, understand the new mechanics, and keep playing the game at a high level – GTO style.

Why Your Google Rep is More Valuable Than You Think

Used correctly, your rep isn’t a salesperson. They’re a prompt. A pressure test. A diagnostic tool. A support escalation path. A source of early signals. Let’s break down the value:

1. They Push the Platform’s Direction – Yes, reps are incentivised to get you using Google’s latest tools. But those tools are the platform now. Ignoring that is like refusing to learn 3-bet ranges in modern poker – you’re choosing to be outplayed.
2. They See Hundreds of Accounts – Reps have access to benchmark data, industry trends, and account-specific insights that most external guides can’t provide. I’ve had reps surface blind spots or emerging trends I wouldn’t have caught alone.
3. They Are Your Black Swan Insurance – Accounts get suspended. Budgets get stuck. Random bugs happen. When disaster strikes, reps are often your only escalation path. This is exactly what Taleb calls a Black Swan, a rare, unpredictable, high-impact event. Having a rep = having optionality in the face of chaos.
4. Platform “Unknown Unknowns” – Reps are often the first to flag hidden diagnostic issues, new beta programs, or subtle algorithmic changes you’d otherwise miss. They can reveal blind spots that would otherwise hurt performance quietly over time.
5. A Strategy Pressure Test – Even when reps give weak advice, you still benefit – because the conversation forces you to articulate and defend your current strategy. That kind of reflection makes your campaigns stronger.

How to Play the Game: GTO with Your Rep

Here’s how I approach it — and how you should too:

• Don’t expect perfect advice. Use the calls as prompts.
• Say no confidently. “Thanks, but no thanks” is a valid answer.
• Ask for diagnostics, not just suggestions.
• Use their account access. Ask about benchmarks, red flags, or betas.
• Treat it as an education budget. 1–2 hours/month with high ROI potential.

This is classic barbell thinking from Taleb: expose yourself to minimal risk with massive potential upside. It’s how you stay antifragile — and it’s how you play to win in 2025.

Why I Personally Talk to Google Reps on Most Client Accounts

I work with Google reps across most accounts I manage. Not because I blindly follow their advice, I don’t. But because the upside is real, and the downside is near zero.

Even the worst rep conversation still forces me to sharpen my ideas. The best reps, and there are good ones – have helped me unlock performance opportunities, resolve urgent issues, and stay ahead of platform shifts.

It’s free. It’s fast. It’s often useful. This is real-world optionality. It’s how I protect my clients, stay sharp, and build strategies that survive.

So thank you to the many Google reps I’ve worked with over the years. Some stand out for their particular helpfulness and insight – Dimitri, Yaren, Liz, Rohit, your contributions were appreciated.

To everyone else navigating this space: Engage. Filter. Leverage.

That’s how you win the modern game. So next time you get a call from a rep, answer it, book a meeting and see what they say. Who knows, you might learn something!

Video Using Google Docs

If you’re still playing the old PPC game in an AI-driven world, you’re bleeding edge without the edge – just the bleeding.

Real world Poll – How many people use Google reps

The only thing that would be funnier if it was 48% – 52%.

Ben

Ben has a BEng (Hons) in Computer Science and 20 years of experience in online marketing, specialising in SEO, lead generation and affiliate marketing. After spending over a decade as an igaming affiliate, he has decided to concentrate on GA4 training and SEO Audits.