If you’re a business owner, you’ve likely had the call. A representative from Google, Meta, or TikTok reaches out with suggestions to optimise your account (which usually just means spending more money).
The reality? These platforms are chasing their own sales targets, not your growth.
In episode fourteen of Raising The Bar, Mel and Mon pull back the curtain on why the big tech giants are getting so aggressive with their outreach. They discuss the massive slowdown in Google’s ad revenue growth, the risks of handing the keys to platform AI, and why these companies are actively trying to cut out the middleman.
If you want to know which “expert” advice to follow and which to ignore, this episode will help you spot the difference between a strategy and a sales pitch.
Takeaways:
– The calls are about commissions, not conversions. Most platform reps are chasing sales targets to offset slowing revenue growth. They are salespeople, not marketing strategists.
– The “Black Box” of advertising. Google is seeing a surge in undefined revenue, meaning more of your money is being spent in places you can’t see or track.
– AI isn’t a silver bullet. Meta wants you to plug in your credit card and let their AI handle the creative. It sounds easy, but it’s a high-risk move that often leads to off-brand, technical errors. They want the middleman gone. Platforms are moving toward automation specifically to eliminate the need for agencies, giving them total control over how your budget is spent.
– Own your proprietary assets. The platforms can change the rules tomorrow. Your real value lies in your customer database, your CRM, and your reputation – things they can’t take away.
– Interrogate the “Expert.” Next time they call, ask them what they actually know about your specific audience. If they can’t answer, hang up.
