Why Google Ads Strategy Starts Outside the Dashboard

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In a fast-evolving marketing landscape, Patrick Gilbert, CEO of Adventure Media and author of Join or Die, shares a critical truth: the real strategy behind high-performing Google Ads campaigns lives outside the platform.

Where once success was measured through target ROAS and CPA within siloed dashboards, the new frontier demands strategic alignment with business goals, dynamic consumer behavior, and real-time marketing adaptability.

Patrick emphasizes that digital marketers can no longer rely on best practices alone. The “never always never never” philosophy he champions reflects the idea that no tactic is universally right or wrong—it depends entirely on the business context.

From Growth Hacking to True Marketing

In the early 2010s, digital marketing was an exercise in traffic arbitrage—exploiting low-cost traffic and loopholes. Offers and creatives mattered less than clever targeting. But this approach has become obsolete. As AI and automation gained traction, the pendulum swung back toward foundational marketing principles: the 4 Ps, consumer psychology, and integrated strategy.

Patrick explains that real growth today demands alignment between product, creative, audience, and strategy. Google Ads must serve broader goals, not define them.

Client Conversations: From ROAS to Leading Indicators

One major insight from the conversation was the growing need for agencies and freelancers to shift how they communicate value. Instead of defending campaign settings, the focus should be on leading indicators—metrics that suggest long-term profitability rather than short-term ROI. Whether it's clicks on a “Get Directions” button or high engagement on a video ad, these actions are signals of future sales.

Patrick encourages transparency and education: ask clients what success really looks like, and challenge assumptions like “We need 3X ROAS to stay profitable.” Often, these benchmarks are distorted by misunderstood branded traffic or flawed attribution models.

Free Audits: A Broken Industry Practice

One of the strongest opinions from Patrick was his stance on free audits: “We should abolish them.” Why? Because they’re either:

Giving away too much valuable insight for free
Or offering manipulative “gotcha” moments to win clients by discrediting other agencies

Instead, he proposes paid strategy consultations where agencies provide meaningful insights and frameworks without promising unrealistic quick wins.

Why AI Is Still Misunderstood

Patrick’s book Join or Die was written to demystify automation in Google Ads. His core message still rings true: don't fear AI—learn how it works. Embrace its complexity with curiosity, not resistance. As search behavior becomes less linear and more dynamic, marketers must understand that algorithms are constantly evolving.

Success in AI-driven advertising comes from building robust data infrastructure, testing creatively, and understanding that what wins isn’t always what looks best—it’s what performs best in the system.

👉 Google Ads AI MAX Update: What Advertisers Need to Know About the Future of Keywordless Targeting

Takeaways for Agencies and Business Owners Alike

Whether you're running a multi-client agency or managing your own ad account, this episode with Patrick Gilbert offers timeless lessons:

Stop chasing hacks—build long-term marketing systems
Set meaningful goals—understand why metrics matter
Educate your clients—they’ll trust you more when they understand your reasoning
Challenge bad industry practices—like free audits that do more harm than good
Stay curious—especially about AI and automation