Hey Blue Collar Boss,
Here’s About The Day a Google Ads Rep Tried to “Fix” What Wasn’t Broken
Ever had someone stroll into your shop and tell you how to do your job?
That’s what happened this week to one of our best HVAC & plumbing clients—a big spender with campaigns running smooth as butter. Calls were coming in, jobs were booked solid, life was good.
Then, out of nowhere, a Google Ads rep calls the business owner. Friendly voice. Lots of “insights.” And a strong push for something called Performance Max and now, AI Max, using a lot of words “automated”, “enhanced”, “Google’s new functionality” etc.
The rep said, “These new AI campaigns are smarter and cheaper.”
Cheaper? Sure. Smarter? Not so sure.
Here’s the truth they don’t tell you:
Performance Max floods your account with low-cost clicks, mostly spammy leads and because the system doesn’t know what a good lead looks like—it just chases volume.
Performance Max floods your account with low-cost clicks, mostly spammy leads and because the system doesn’t know what a good lead looks like—it just chases volume.
And once you hand control over, you lose visibility. No ad copy insights. No keyword data. No idea which search terms are driving those calls (or bots).
That “AI magic” turns into real-world chaos fast—job form fills, non-english form fills, spam calls, and wasted budget.
We’ve seen it happen again and again.
When you run a local service business, a conversion isn’t a click—it’s a phone call from a real homeowner who needs help. It needs human listening to the call, determining the quality and making adjustments to the campaigns accordingly. That’s what we do. That’s why our campaigns work.
When you run a local service business, a conversion isn’t a click—it’s a phone call from a real homeowner who needs help. It needs human listening to the call, determining the quality and making adjustments to the campaigns accordingly. That’s what we do. That’s why our campaigns work.
So, next time a Google rep tries to tell you how to “optimize” your ads, remember—they don’t manage your business. They manage Google’s revenue targets.
If your campaigns are actually driving jobs, don’t let anyone “fix” what isn’t broken.
Avi | Founder True Blue Collar Marketing
Talk to you next week,
