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How Google Makes You Spend More, part 1
Hey there,
Ever received an e-mail from Google that promised better results and that looked something like this?
The recommendation in this email is:
Increase daily budget by about $120
In return, maybe get 2.73 more clicks per week
All from one click on the “Apply new budget” button
With no explanation of what will actually change in the account
Most people glance at that and move on.
I want to slow this down for a second, because this is a small example of something that can cost real money over time.
The “one‑click recommendation” problem
If you run Google Ads, you have seen these.
“Raise your budget to get more clicks.”
“Turn on this setting to get more conversions.”
“Upgrade to Performance Max to reach more customers.”
Always with:
The “potential upside” in large print
The “not guaranteed” disclaimer in tiny print at the bottom
A one‑click “Apply” button
No clear explanation of what will change and why
It is very easy to accept these recommendations when you are busy.
Google is a massive authority. Their logo is on the email. You assume it is in your interest.
But if you look at the nature of the recommendation, it becomes clear what is going on.
This is an upsell.
If these emails did not grow Google’s revenue, they would not keep sending them.
Why this matters
On small accounts, the numbers look silly and you can spot the nonsense.
On bigger accounts, where you are already spending and seeing some results, the numbers start to look more appealing.
The “estimated extra conversions” might even feel believable.
The underlying mechanic is the same:
The platform nudges you to spend more
Without making clear trade‑offs visible
And without tying it back to your actual profit
So here’s my simple rule for you to keep you out of waste-land:
If you do not understand what is going to change in your ad account, your results, and your profit, treat the recommendation as what it is:
just a recommendation.
You can always say no. You can always take a screenshot, think about it for a day, and then decide.
The safest move is to only click “Apply” when you can explain to yourself, in one or two sentences, why this will help your business, not just Google’s.
Speak soon,
Simon.
P.S. Have you accepted one of those recommendations? Hit reply and let me know!
No judgement! 😉