Google Ads beyond repair
Relying on any single platform for business is a dangerous game, according to computer repair companies that have recently been knee-capped by changes to Google’s Ads policies. Google has frequently upset website owners by changing search algorithms to thwart underhand SEO practices, but a recent change to advertising rules has left its paying customers angry and facing a huge drop in business.
“In May, Google decided to switch off all advertising for ‘third-party repair’ companies in a heavy-handed attempt to stop the scam adverts for companies selling fake Microsoft support services and the like,” said Mike Whitehouse, owner of Sunderland Computer Repairs, a servicing and system-building operation.
“It has had the unfortunate side effect of stopping all adverts for computer repair shops. My business has paid Google £300 to £400 a month for the past four years and suddenly all the ads have been switched off and I am losing £4,000 a month in turnover. I will run out of funds in two months’ time and I’m so angry because I spent too much money with Google and it tosses you in the bin.”
Google has not responded to questions about the ban, but the company acknowledged to Whitehouse that it had changed its policies to block businesses in his category.
“As per the recent updates, technical support by third-party providers for consumer technology products and online services are not allowed,” the company explained after calls for clarification from Whitehouse.
“We’ve seen a rise in misleading ad experiences stemming from third-party technical support providers and have decided to begin restricting ads in this category globally. It’s increasingly difficult to separate the bad actors from the legitimate providers.”
That cranked up Whitehouse’s exasperation even further, as Google has its own means of finding disreputable companies. “It is incredibly frustrating as we’re a legitimate business providing an excellent service – as evidenced by the 107 Google reviews and 4.9 overall rating,” he said.
In communications seen by PC Pro, Google said that there was nothing it could do to restore the adverts, but that “in the coming months, we will roll out a verification program to ensure that only legitimate providers of third-party tech support can use our platform to reach consumers”, which is small comfort to companies currently hit by the dramatic drop in sales.