Google Ads Rep's unauthorized account changes spark industry concern
Unauthorized modifications to a client's Google Ads account by a representative raise compliance questions and industry-wide debate.
On October 15, 2024, a Google Ads representative made unauthorized changes to a client's advertising account without permission, according to reports from multiple digital marketing professionals. The incident has raised questions about Google's internal policies and compliance procedures.
Thomas Eccel, a Google Ads expert and former Google employee, shared details of the case on LinkedIn. According to Eccel, a Google Ads Campaign Specialist for the UK & Ireland market, working for a third-party subcontractor, made several modifications to a client's account without authorization from either the client or their agency.
The changes included:
- Unpinning ad headlines
- Adding more images from the asset library
- Correcting the business name and adding a logo
- Adding 3 new headlines to 2 existing ads
The Google representative claimed these changes improved the Ad Strength for each ad to "Good," which they said would "help boost ad performance, making them stronger, more informative, and more competitive."
However, industry professionals expressed concern that such unauthorized changes could potentially disrupt carefully planned campaigns and strategies. Of particular note, the modifications did not appear in the account's change history, making them difficult to detect or reverse.
Maximilian vom Eyser, who identified himself as a current Google employee, commented: "Definitely not how things are and should be done. Of course always tricky to make assumptions on individual cases (and whether there might have been a still ongoing authorization) - but this is absolutely also today still a major compliance flag if done without written advertiser authorization."
Several other marketers shared similar experiences, suggesting this may not be an isolated incident. Navah Hopkins, a prominent paid search expert, noted: "This unfortunately isn't new. It's been going on for years and sometimes is as insidious as being hidden by NOT being documented in the change history."
In response to the growing discussion, Ginny Marvin, Google's Ads Product Liaison, stated: "Anu Adegbola thanks for the flag. I'll follow up with Andy." This suggests Google is aware of the situation and investigating further.
The incident highlights ongoing tensions between Google's efforts to optimize ad performance and advertisers' desire for full control over their campaigns. It also underscores the importance of regular account audits and clear communication between Google representatives and their clients.
Key Facts
- Date of incident: October 15, 2024
- Changes made: Unpinning headlines, adding images, correcting business info, adding new headlines
- Changes not visible in account change history
- Google Ads Product Liaison Ginny Marvin acknowledged the issue and promised follow-up
- Multiple industry professionals reported similar experiences
- Current and former Google employees confirmed such actions violate compliance policies