Mastering Google Ads: Should You Hire an Agency or Run Your Own Campaigns?

Kasim: 00:00:11

Your daily Google News.

Kasim: 00:00:12

I'm Kassam and I'm here with Michael Naline.

Kasim: 00:00:15

Michael, always a pleasure mate.

Kasim: 00:00:17

It's great to be back.

Kasim: 00:00:17

I love speaking to you.

Kasim: 00:00:19

The Google ads, God.

Kasim: 00:00:21

I'm gonna quote you on that forever.

Kasim: 00:00:22

This is our second interview, so that means that people liked you and we

Kasim: 00:00:26

could tolerate each other's presence.

Kasim: 00:00:27

no, like, last time I was actually quite surprised.

Kasim: 00:00:29

I thought I actually had to listen back last time.

Kasim: 00:00:31

I'm like, oh, we actually spoke about some good stuff.

Kasim: 00:00:34

And then the response I actually got from people, I just realized I'm

Kasim: 00:00:38

getting a lot of glare in my glasses.

Kasim: 00:00:40

I got hundreds of people adding me on LinkedIn just from that interview.

Kasim: 00:00:44

Had like really positive response.

Kasim: 00:00:45

So I think like people enjoyed it.

Kasim: 00:00:47

And I just wanna make sure that when we have our chat today, we

Kasim: 00:00:50

just kind of like really throw Adam bottom of like value to them.

Kasim: 00:00:54

So get ready guys.

Kasim: 00:00:55

This is gonna be good.

Kasim: 00:00:56

Yeah.

Kasim: 00:00:57

So the last video, if you didn't see it check it out.

Kasim: 00:00:59

I'll make sure to include it in the description of this video.

Kasim: 00:01:01

That one had 3,100 views.

Kasim: 00:01:02

Mm-hmm.

Kasim: 00:01:02

Which is a lot for my channel.

Kasim: 00:01:04

Like, I think if I get a thousand views on a video, I

Kasim: 00:01:06

know that I did something right.

Kasim: 00:01:07

So that one obviously popped off pretty well.

Kasim: 00:01:10

I did promote it a bit.

Kasim: 00:01:11

I just posted a few times on LinkedIn and on Instagram, so I think I got

Kasim: 00:01:15

a bit of you were most audience.

Kasim: 00:01:17

Yeah, my audience to have a look at it, mate.

Kasim: 00:01:20

but I'll, say that you've got a pretty big channel now.

Kasim: 00:01:22

You're nearly a.

Kasim: 00:01:23

10 K, which is, yeah, we're about to fucking amazing.

Kasim: 00:01:25

Good work, man.

Kasim: 00:01:26

I mean, for a niche like ours, that's not a, I didn't know if we would quite make it

Kasim: 00:01:31

that far, but I'm pretty happy about it.

Kasim: 00:01:33

Right.

Kasim: 00:01:33

You're posting regularly, you're posting like really high quality.

Kasim: 00:01:36

In terms of content videos, like I know I watch them regularly.

Kasim: 00:01:40

All the other Google ADSD specialists always come to your videos for like,

Kasim: 00:01:44

It's the most up-to-date stuff because a lot of the stuff in the market now

Kasim: 00:01:48

being at trainings is very antiquated because it's based on stuff that was

Kasim: 00:01:51

working a year ago, two years ago, and like a lot of those gurus aren't actually

Kasim: 00:01:56

up to date or still running an agency.

Kasim: 00:01:58

So they're still talking about tactics and strategies from like

Kasim: 00:02:00

five or 10 years ago, which.

Kasim: 00:02:02

To an extent kind of work.

Kasim: 00:02:03

But if you're up against killers like you and me, you've got, yeah, you fucked.

Kasim: 00:02:08

Sorry about my language.

Kasim: 00:02:09

That's kinda the thing too, is like it really got to a point to where, I

Kasim: 00:02:12

mean, you used to be able to run your own Google ads two years ago for sure.

Kasim: 00:02:16

Mm-hmm.

Kasim: 00:02:16

And then, it started to just narrow down and narrow down and narrow down.

Kasim: 00:02:19

And then I look at what's involved from a strategy perspective.

Kasim: 00:02:23

technical implementation, put it aside, so, Just from a strategy perspective,

Kasim: 00:02:27

I think it's damn near impossible.

Kasim: 00:02:29

And I've always been afraid to say that because I own an agency, so I

Kasim: 00:02:32

never wanted to tell people like, oh, you can't do this yourself.

Kasim: 00:02:34

I actually wanted to be the opposite.

Kasim: 00:02:36

I wanted to say, Hey, you can do this yourself.

Kasim: 00:02:37

Here's how.

Kasim: 00:02:38

Mm-hmm.

Kasim: 00:02:38

And then once you get past a certain point, come hire me.

Kasim: 00:02:41

But now I'm kind of like, I don't even think you should do this yourself.

Kasim: 00:02:44

Right?

Kasim: 00:02:44

Like, this is too hard.

Kasim: 00:02:46

I was, I was reflecting on this yesterday just because of especially

Kasim: 00:02:50

the changes in the market.

Kasim: 00:02:51

And I actually took a note.

Kasim: 00:02:52

I just wanna say like, Google Ads has an extremely low margin for error, right?

Kasim: 00:02:57

And is unforgiving, like you make one small change, you've

Kasim: 00:03:00

spent thousands of dollars.

Kasim: 00:03:02

And especially like on some of the clients that you and I manage, like

Kasim: 00:03:05

bigger clients, you make a small keyword issue like change the match

Kasim: 00:03:09

for some reason, or the settings off.

Kasim: 00:03:11

You could spend five, 10 K on nothing.

Kasim: 00:03:14

And if you're not on that like a hawk or you don't have like tracking or

Kasim: 00:03:16

dashboards to really be on top of that.

Kasim: 00:03:18

You cooked and like, I sent you a few ideas of things we could chat about.

Kasim: 00:03:22

Like I hit up a few mates.

Kasim: 00:03:23

Agency owners, marketing managers before this, and most of 'em were

Kasim: 00:03:26

saying like, what are the biggest mistakes you see in an account?

Kasim: 00:03:29

now it's like, well, everything, because if you're not like a really sophisticated

Kasim: 00:03:33

Google Ads advertiser, you are not gonna know all the small things and all

Kasim: 00:03:37

the small things that, the stuff that you talk about or the stuff that, you

Kasim: 00:03:41

know, our agencies actually implement.

Kasim: 00:03:43

Like, people go, oh, what are the things I need to do?

Kasim: 00:03:45

And it's like, dude, it's asking a surgeon like, what do you need to do?

Kasim: 00:03:47

It's like, there's so many small things that, , everyone's looking for the big

Kasim: 00:03:51

thing, but there's like a hundred small things and you mess one up, and that's.

Kasim: 00:03:55

Everything gone.

Kasim: 00:03:56

So like there is such a low margin for error I've noticed, which I'm

Kasim: 00:03:59

presuming you agree with as well.

Kasim: 00:04:01

I was on a sales call this morning with a gal.

Kasim: 00:04:03

Hopefully she never watches this video because I flat out turned down her work.

Kasim: 00:04:06

I don't end up on a lot of those calls, but this one Mike, who runs our,

Kasim: 00:04:10

customer intake, he was kind of on the fence and he was like, Hey man, can

Kasim: 00:04:12

you just, come up, give a heart check?

Kasim: 00:04:14

And the first thing she says to me, or one of the first things is, Hey,

Kasim: 00:04:17

if I hire you, I wanna know that you're not gonna make any mistakes.

Kasim: 00:04:20

And I was like, no, I'm gonna make all the mistakes.

Kasim: 00:04:22

I'm just gonna make 'em more efficiently than you are.

Kasim: 00:04:24

but those folks that really wanna know like, oh, you're gonna do

Kasim: 00:04:27

this perfectly the first time.

Kasim: 00:04:28

No, that's not how Google ads works.

Kasim: 00:04:30

Like, I'm not gonna make technical errors, but we don't know until we test.

Kasim: 00:04:35

no matter how many times I say that , I mean, I feel like I'm a broken record,

Kasim: 00:04:38

you know, like, oh, you have to test.

Kasim: 00:04:39

There's no guarantees, whatever.

Kasim: 00:04:40

But then I end up on the phone with someone who's like, oh,

Kasim: 00:04:42

I've watched all your videos.

Kasim: 00:04:44

How long is this gonna take?

Kasim: 00:04:45

And I'm like, well clearly you haven't watched any of

Kasim: 00:04:47

my videos cuz I have no idea.

Kasim: 00:04:48

there's an issue there that if you really could do that, you'd be a billionaire.

Kasim: 00:04:52

You'd have every climber world, and you've said that so many times, I'd

Kasim: 00:04:54

laughing and you'd be like, I knew that I'd be a much wealthier human.

Kasim: 00:04:56

I wouldn't be like, and you'd be running a business that wasn't advertising.

Kasim: 00:04:59

But the other, like, the other part of that is, is people are being marketed with

Kasim: 00:05:04

like the proven strategy, this and this.

Kasim: 00:05:07

Like everything's gonna work.

Kasim: 00:05:08

So then when actually come to an expert and an industry leader like

Kasim: 00:05:11

yourself, They expect to get that.

Kasim: 00:05:14

Like you to be like, yeah, it's gonna work.

Kasim: 00:05:16

But like then you're honest with them.

Kasim: 00:05:17

It's like going to like the top surgeons, I keep saying surgeons cuz it's relevant

Kasim: 00:05:21

and like you've got like a horrible something basically with surgery.

Kasim: 00:05:24

And then they would never say to be surgery in rocket science.

Kasim: 00:05:26

Yeah.

Kasim: 00:05:27

Like they would never say to you, yeah, yeah, this will be a hundred

Kasim: 00:05:29

percent work, a hundred percent cure.

Kasim: 00:05:31

They know there's like liabilities that come with that.

Kasim: 00:05:33

, not even from a marketing perspective, but just like a legal perspective like.

Kasim: 00:05:36

There's no way you can ever guarantee it.

Kasim: 00:05:38

You can increase the odds and it's just like, reducing the

Kasim: 00:05:42

downside, but there's no guarantee.

Kasim: 00:05:44

Cuz if there was, you and I would be billionaires on a boat laughing a lot.

Kasim: 00:05:48

Yeah, I do.

Kasim: 00:05:48

I'd just be buying businesses and running Google ads for which we also do we've

Kasim: 00:05:52

gotten good enough to where it's like, all right, let's go play the equity game.