Why Paid Search Doesn’t Fit Most Digital Agencies
Nineteen years ago, I was the Paid Search Manager at a buzzing digital ad agency. The place overflowed with energy, creativity, and the next big idea. At 34, I was the third oldest on a team of 33, but more importantly, I was the odd one out.
I wasn’t hired to dream up the next viral campaign. I was hired to deliver results. And that’s when I realized something: Paid Search never really fit inside a typical digital agency.
Fast forward two decades and countless Google Ads accounts later, I’ve seen that truth play out again and again. Paid Search demands a different mindset than most agencies are built for. Here’s why:
1. Google Ads Isn’t “Creative”
Agencies thrive on new platforms and bold ideas: TikTok trends, Instagram Reels, influencer partnerships. That’s exciting, but it doesn’t describe Google Ads.
Success in paid search isn’t about going viral, it’s about precision. It’s about defining the right conversions, understanding what prospects actually search for, and executing flawlessly. There’s little glamour in it, which means most agencies don’t attract (or keep) their best talent on the search side.
Case in point: one of the sharpest hires I ever made jumped to the creative department within a year.
2. Agencies Chase “What’s New,” Not “What Works”
When I ran paid search at that agency, the president would pull me in once a quarter to ask what was new in Google Ads. Could we test it with clients? Sure, we could. But I reminded him of what clients really wanted: a steady flow of students enrolled, hotel rooms booked, phones ringing.
Pulling money from proven campaigns to fund untested features risked lowering ROI. That’s not “innovation.” That’s gambling with the client’s budget.
3. ROI or Bust
In the early 2000s, clicks cost $0.25. Back then, you could run branding campaigns and call it worthwhile. Today, clicks run $2.50 to $35 outside of branded terms. At those prices, every dollar needs to deliver measurable ROI.
Yet many agencies still justify underperforming campaigns by saying they “build awareness.” That’s not clarity, and it’s not accountability. That’s spin.
A proper Google Ads campaign doesn’t just look good on a report, it brings in leads, customers, and revenue you can measure.
Why Paid Search Belongs Elsewhere
Google Ads isn’t about chasing shiny objects or padding branding metrics. It’s about strategy, execution, and ROI. That’s why most agencies struggle to do it well, and why I built Factor Four Marketing to focus on Google Ads, crafted with care and grounded in results.
If you want clarity, accountability, and a campaign that earns its place in your marketing mix, you’re better off working with a team built for search.
Your Thoughts?
Have you worked with an agency that underdelivered on Google Ads? Or one that actually got it right? I’d love to hear your experience.
