At my last company, we worked with Google's in-house team to build adword campaigns, eventually spending the better part of a million dollars over the course of 9 months or so, with free assistance from them in the development of campaigns and with their ongoing guidance and advice. From our meetings with them, they were quite confident that our strategy was appropriate, that there existed an audience that we could reach via our keyword choices, and that they could drive the kind of traffic we needed to our site.
It was an abject failure, and a chief contributor to the downfall of the company.
I can say from much first hand experience that Google's in house teams don't typically deliver what I would consider great work. And that was with the top tier of support at a search agency. I'm not entirely surprised at your results.
Most savvy people I know managing search for a living would but run something Google put together without quite a few changes.
Some of this comes from lack of understanding the business as well as someone on an account or in house, some is lack of experience since you often can have people barely out of school working on this stuff. Even when I had veteran teams there were still tweaks needed.
Things like keywords that didn't make sense, poor targeting settings, etc. were not uncommon. I know they've made big efforts to improve here, but they still have a long way to go.
Using the Google team...there is your mistake. They always approach reasonable spending accounts to try and offer account optimisation sessions. But their motivation is to make you spend not perform better, albeit they are better these days.
I used to have a team account team constantly approach myself and my boss and say I could be doing account management better. My boss started to question my credibility as Google people must be the best at Google.... so I offered them to set up their own separate campaigns rather than mess with mine. The results were atrocious. They do what the manual says to do vs what actuly works. To get the best out of Adwords you need to twist the system to suit your agenda, not Googles. Seriously get an independent professional in to manage Adwords. Try a few if you dont have experienced PPC marketing people in the office as there are many snake oil salesmen in this area. Also watch out for agencies that pitch you with their experienced guy but then put the junior in charge of running the account. Always ask to interview the person that will be hands on with the account and having direct contact to them. Adwords type platforms can be awesome when used well but you can't just throw money at it and expect results.
Wasn't my job to manage ad spends, but I believe that somebody got in a great deal of trouble over the majority of that.
On the whole, IMHO, the business people weren't being entirely foolish, or foolhardy with our money - ultimately advertising costs a lot, and some adwords are expensive, and there aren't that many choices if you trying to get leads from a specific type of user.
"but I believe that somebody got in a great deal of trouble over the majority of that."
1M is a pretty big ad-spend for even a medium sized company. If it was a total failure than the leadership had absolutely no clue what was going on. The CEO is to blame.
If you're trying to get 'customer acquisition' then there's no reason that ads could not have been tested - you should have been able to resolve the unknown one for under $50K.
Granted - every situation is different and I understand it's not always so clean - but still - 1M is a lot especially if it affected the company. Sounds really bad.
Google's in house teams usually have no real world experience converting Google Ads to sales. It's the same way game developers are usually not esports pros. There's a big difference between knowing how a product works and being great at making it work
That's not an unfair conclusion. However, our retention rate after the first order was spectacular, and we slowly gathered a core group of users who were using our services exclusively. Unfortunately, despite providing a ubiquitous business service, we couldn't gather customers fast enough to float the boat.
Would need to see the product, but right off the bat seems like fb is the completelty wrong platform to be advertising. Marketing department should have been fired after 5 figures spent?
That's why failing early and quickly is important. It frees up resources and allows for us tk recalibrate. If I had a dollar for every person Ive talked to that was "waiting for the chance to hit it big". People dont realize that success is a by-product of failure.
It was an abject failure, and a chief contributor to the downfall of the company.