Google Ads is rigged against advertisers. Not broken. Not flawed. Rigged. And it's provable with one simple question that Google cannot answer. Here's the evidence—and what to do about it.
The Claim
Google Ads is rigged against advertisers. Not broken. Not flawed. Rigged.
And provable with one simple question that Google cannot answer.
The Claim
Google Ads Is Rigged
Not broken. Not flawed. Rigged. And provable with one simple question Google cannot answer.
Google's business model is selling ad inventory, not maximizing your ROI. Once you understand that, everything about the platform suddenly makes sense—the confusing defaults, the misleading labels, the "recommendations" that always cost you more. It's not incompetence. It's design.
The Question That Exposes Everything
"Maximize Conversions" seemed like the obvious choice. Want conversions? Google should maximize them. Aligned interests. The assumption was that Google's algorithm would figure out the optimal way to get leads.
"Maximize Conversions doesn't mean Google tries to get you the most conversions. It means Google spends your budget and gets whatever conversions happen along the way."
If the algorithm is maximizing conversions, why do you need to manually set a Target CPA to get efficient results?
They have all the data. They know which placements convert. They could automatically find your best CPA. They choose not to.
The Question
If the algorithm is maximizing conversions, why do I need to manually set a Target CPA to get efficient results? They have all the data. They choose not to use it for you.
— The Proof
The Question Google Can't Answer
Exhibit A: What "Maximize Conversions" Actually Does
Google's "Maximize Conversions" strategy has one real objective: spend your daily budget.
Conversions are a side effect, not the goal. Without a target CPA, Google has no idea what a "good" conversion costs for your business. So it treats every conversion equally, whether it costs $3 or $30.
Exhibit A
What 'Maximize Conversions' Actually Means
You think: Get me the most conversions possible
Google thinks: Spend your budget, conversions are a side effect
conversions at $10 each
$100 budget spent ✓
conversions at $33 each
$100 budget spent ✓
"Both spend $100. Google sees no difference. You see $10 leads versus $33 leads. Massive difference."
The Math Google Uses
Same Budget, Google Sees No Difference
10 conversions × $10 = $100 spent ✓
3 conversions × $33 = $100 spent ✓
You see $10 leads vs $33 leads. Google sees: budget depleted.
Google's business model is selling ad inventory, not maximizing your ROI. A $33 lead sells more inventory than a $10 lead. Why would they optimize against their own revenue?
Exhibit B: The Target CPA Contradiction
If Google's algorithm genuinely maximized your conversions, Target CPA wouldn't need to exist.
Google knows:
- Which placements convert best for your industry
- What time of day your audience converts
- Which demographics are most valuable
- The exact bid needed to win each auction efficiently
They have the data. They have the compute power. They choose not to use it for you.
The Target CPA isn't a feature. It's a constraint you add to force Google to care about efficiency. Its existence proves the default system doesn't optimize for you.
Exhibit C: The Optimization Score Tells On Itself
A constraint was added to improve efficiency. Google said the campaign got worse.
The score measures how much freedom you've given Google to spend your money, not how good your campaign is.
Exhibit C
Exhibit D: Every Default Benefits Google
Platform Defaults
- Bidding: Maximize with no target
- Keywords: Broad match
- Network: Search + Display Partners
- Locations: All countries
Every default maximizes Google's ability to spend your money
Recommendations
- "Add 200 broad match keywords" → Spend more
- "Raise budget by 50%" → Spend more
- "Expand to Display" → Worse inventory
- "Add video assets" → Unlock YouTube
When has Google ever recommended you spend less?
Exhibit D
Every Default Benefits Google
- 1
Default bidding: Maximize with no target (spend freely)
- 2
Default keywords: Broad match (more impressions)
- 3
Default network: Search + Display (more inventory)
- 4
Default locations: All countries (maximum reach)
- 5
You must manually opt OUT of each one
"When has Google ever recommended you spend less? Tighten your targeting? Reduce your keyword list? Never."
The Monopoly Makes It Worse
Google doesn't need to optimize for you because you have no alternative. Where else will you advertise for search intent? Bing has 3% market share. You'll come back.
What They Built
- • Defaults benefit Google
- • Recommendations benefit Google
- • Metrics measure compliance
What They Know
- • You have nowhere else to go
- • You'll learn through expensive mistakes
- • You'll come back anyway
The Uncomfortable Truth
Google doesn't need to optimize for you because you have no alternative. Bing has 3% market share. You'll come back. They know it.
What an Honest System Would Look Like
"Given your budget, we will find the optimal placements, bids, and timing to deliver the highest number of conversions at the most efficient cost possible."
Google would automatically find your ideal CPA. You wouldn't need to guess. The algorithm would genuinely work for you.
That system would be trivial for Google to build. They have the data. They have the engineers. They choose not to build it—because it would reduce their revenue.
If Google optimized perfectly for every advertiser, those advertisers would get the same results for less spend. That's less money for Google. Why would a $300 billion advertising company build a system that reduces advertising spend?
The Proof Is the Product
Evidence in Plain Sight
- 'Maximize Conversions' doesn't maximize conversions—it spends budget
- Target CPA exists—proving the default doesn't optimize for efficiency
- Optimization score drops when you add constraints—Google penalizes self-protection
- Every default setting benefits Google—not one favors the advertiser
- Every recommendation increases spend—never decreases it
- Google has the data to auto-optimize but doesn't—by choice
Fight Back
What To Do Now
- 1
Always set a Target CPA—never unconstrained
- 2
Ignore the optimization score completely
- 3
Question every recommendation
- 4
Track everything yourself—your data is truth
What To Do Now
Always Set a Target CPA
Never run 'Maximize Conversions' unconstrained. Without a target, you're handing Google a blank check.
Ignore the Optimization Score
It measures how much control you've given Google, not how good your campaign is.
Question Every Recommendation
Ask 'does this help me or help Google sell more inventory?' Usually it's Google.
Track Everything Yourself
Your conversion data is the only truth. Not Google's estimates, not their scores, not their recommendations.
The Bottom Line
The platform isn't broken. It's working exactly as designed. Just not for you. Google Ads is rigged. And now you can prove it too.
— The Verdict
Working As Designed
The Bottom Line
Google could build a platform that genuinely maximizes your conversions. They have the technology. They have the data. They have the engineers.
They choose not to because it would reduce their revenue.
The platform isn't broken. It's working exactly as designed. Just not for you.
Google Ads is rigged. And now you can prove it too.
Need Help Fighting Back?
I manage Google Ads campaigns with one goal: your ROI, not Google's revenue. Every campaign gets proper Target CPA constraints, manual oversight, and transparent reporting.
Frequently Asked Questions
Is Google Ads actually rigged or just poorly designed?▼
Should I stop using Google Ads entirely?▼
What's the best bidding strategy for Google Ads?▼
Why does my optimization score drop when I add constraints?▼
Are Google's recommendations ever worth following?▼
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Google Ads Is Rigged
The Uncomfortable Truth
Not broken. Not flawed. Rigged. And provable.
The One Question
Why doesn't 'Maximize Conversions' automatically optimize for your best CPA? Google has the data. They choose not to.
The Evidence
- 1
Target CPA exists separately
- 2
Defaults benefit Google's revenue
- 3
Optimization score is backwards
- 4
Recommendations increase spend
What Google Says vs Does
'Maximize Conversions' = best results
Actually maximizes Google's revenue
Unconstrained bidding will always spend your full budget
How to Fight Back
- 1
Always set Target CPA
- 2
Ignore optimization score
- 3
Question every recommendation
- 4
Track your own data
The optimization score measures how much freedom you've given Google to spend your money, not how good your campaign is.
— Jordan James
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Learn to manage Google Ads on your terms
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