Is Google Ads Worth It? 3 Pros, 3 Cons

Google does an impressive job marketing Google Ads. But as a business looking to grow, you need to peel back the layers and ask: is it really worth it? For most businesses, the answer is a resounding yes. However, like any tool, Google Ads has its pros and cons. Let's dive into three of each to help you decide if it's the right fit for your business!

The Cons of Google Ads

1. Google is Really Good at Spending Your Money

Google excels at spending your money. One wrong checkmark and your budget could be quickly depleted without generating sales or leads. For example, enabling Google's 'Auto Apply Recommendations' can send a profitable account downhill fast. Google also has the ability to double your daily budget on certain days, though it will never exceed your monthly budget. To avoid surprises, close monitoring, and regular adjustments are key!

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2. Decreasing Transparency

In recent times, Google has prioritized user privacy, leading to decreased transparency on the platform. Reports get removed, data gets hidden, and insights become more random. Unlike a decade ago, businesses can no longer rely solely on Google Ads for comprehensive customer insights. It still features a lot of information, but you'll need other data sources for a full picture of your customer base.

3. Ongoing Maintenance and Monitoring

Google Ads requires regular maintenance and check-ins. Frequent notifications and messages related to your campaigns may require your attention. If you're not proactive, you might find that your top-performing campaign format is no longer available and you've been migrated to something less effective.

auto apply recommendations screenshot

The Pros of Google Ads 

1. Reach Your Customers Where They Are

One major advantage of Google Ads is its massive audience. With Google owning the two most popular search engines - Google and YouTube - advertising through Google Ads means you're reaching customers where they already are.

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2. Diverse Targeting Options

Google Ads offers a wide range of targeting options and combinations of settings tailored for your business. Whether you want to target a specific website, search term, demographic, or interest, Google Ads provides the tools to reach the right audience at the right time.

3. Fast Results and Quick Campaign Launches

Unlike traditional advertising mediums, Google Ads can drive traffic quickly. You can typically launch a campaign within a day, allowing you to start driving visitors to your website or landing pages promptly. Although some campaign types may require a learning period of 2-4 weeks, it's relatively shorter compared to other forms of advertising.


Despite its challenges, Google Ads can be a vital part of your marketing mix. With a strategic approach and careful monitoring, it can help you reach a larger audience, target more effectively, and achieve results faster. However, it's important to weigh up these benefits against the potential pitfalls and decide what's best for your business!

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