Google announced, in an email from Google Ads sent to some advertisers on Thursday that it will handle “campaigns, so you can focus on your business.” 

Automation is increasingly an area of focus for Google, slowly taking the responsibility from the advertiser and agency. 

In this case, the initiative is part automation and part human intervention. Google will bring in “Google Ads experts” to manage campaigns. 

Some agencies believe Google’s forced opt-out strategy is unreasonable.

“Now Google has turned to forced opt out by targeting undermanaged Ad Accounts and taking control of the bidding to drive up the cost per click on all advertisers,” wrote Tim Daly, CEO at Vincodo, in an email to Search Marketing Daily. 

There is an opt-out process, but unless advertisers and agencies opt out, they will be added to the list of companies on the program within seven days of receiving the email. There is also an option to opt out at a later date.

“We are rolling out a pilot program that we believe will help businesses optimize their accounts,” said a Google spokesperson. “As always, we build customer feedback into the final product. Customers are in full control of the account and can accept or reject recommendations as they desire.”

Google does not change or reallocate the campaign budget in this pilot. Optimizations are intended to better balance spend and CPCs, to help customers achieve better results. And if there is a negative impact in results, Google may offer refunds as appropriate.

The pilot aims to help smaller advertisers manage accounts. Google said agencies are not involved in the pilot, but some smaller advertisers have forwarded the email to the agencies that support them. 

The goal is to simplify the ads experience and partner with agencies and consultants so they can provide more strategic support to their accounts.  

In the email, Google said this change will not alter budgets, but will identify key strategies for advertisers and agencies.