Getting the Most Out of Ad Network Reps (and Knowing When to Be Skeptical)

Ad network support can feel like a mystery box. Sometimes it's a gift. Sometimes it's not so helpful, and at worst, it’s a heavy-handed sales pitch. Whether you're running ads on Google, Meta, Microsoft, or another platform, chances are you've encountered network reps or seen their suggestions show up in your account. These relationships can be incredibly useful, but it’s important to understand their purpose and limitations.

First: What Is an Ad Network Rep?

In simple terms, ad networks assign reps to support advertisers and agencies. They offer product education, troubleshoot campaign issues, and highlight new opportunities. Support structures vary and evolve constantly, so it's not worth focusing on the specifics.

What stays consistent is this: the more ad spend you manage, the more likely you are to gain access to dedicated support. Smaller advertisers are often deprioritized. Working with an agency that manages more overall spend can unlock higher-level access that wouldn't be available to you on your own.

Why Reps Can Be Invaluable

When you have a knowledgeable rep, it can feel like having an extra strategist on your team.

They can:

• Provide unique reporting you don’t otherwise have access to.

• Offer perspectives from what they’re seeing across the industry.

• Flag new features and betas you might not have heard about yet.

• Collaborate on strategic testing that fits your goals (at least ideally).

We’ve had reps who challenged our thinking and helped us test ideas in ways that genuinely benefited our clients. But not every interaction has been helpful, and that’s where things can get complicated.

Why Reps Can Be Frustrating

Ultimately, representatives work for the platform, and their primary goal is to increase the platform’s revenue. That’s not always aligned with your business goals. In fact, many reps have quotas tied to specific new features or products, so you may feel pushed toward a tool that doesn’t fit your strategy just because it’s “new.”

That doesn’t mean they’re wrong or acting in bad faith. It just means that you need to come to the table with a clear lens: Does this make sense for my business, my goals, and my profit? If not, it’s okay to say no or adapt the product for a better fit (which we’ve done; more on that below).

A Note on AI and Auto-Recommendations

Many network suggestions today are generated by algorithms instead of people. Some can be useful. Some are not.

These AI-generated suggestions are unaware of your business model or profit strategy. They’re designed for scale, not nuance. We always review them, but we do it through a financial lens.

For example:

• Auto-applying bidding or budget changes? No thanks. Those are tightly tied to strategy and business goals—we want full control there.

• Auto-pausing keywords with zero impressions for a year? That’s fine. It improves account hygiene without risk.

Use the Education, But Question the Advice

Just because a rep recommends using a tool a certain way doesn't mean that’s the best way to use it. Our team has achieved success by rethinking how we apply new products, such as OCT/OCI. We saw the opportunity, but not in the way it was first presented. Instead, we retooled it to align with our strategy and our clients' profit goals.

If you're curious, here’s a case study showcasing the success we found with that approach: Case Study: Unlocking Ecommerce Growth with PMax and Advanced Profit Optimization

And what if you don't take the advice? It's worth sharing your feedback.

Reps can be helpful, but only if you keep the lines of communication open. If you're not going to act on a suggestion, explain why. It helps them better understand your goals, can lead to more relevant recommendations in the future, and honestly, it's just respectful. Plus, when reps hear consistent feedback from advertisers, it can sometimes influence how networks develop their products. That kind of input matters more than you think.

The Bottom Line

Reps and recommendations can add value, but only if you view them through the lens of your business priorities. Be open to new ideas, but always measure them against what matters most to you. That’s how sustainable growth happens.