In many organizations, the sales team frequently raises concerns like “Ads are not visible,” “Our ad appears at the bottom,” or “The competitor got the lead, not us.” These issues typically stem from a lack of understanding about how Google Ads works. Here’s a structured explanation that marketing teams can use to clarify the situation:
1. Google Ads Visibility Depends on Many Factors
Salespeople often assume that if they search for a keyword, the ad should show up instantly. But ad visibility depends on:
- Bidding strategy (Manual CPC, Maximize Conversions, etc.)
- Ad rank (Quality Score × Bid amount)
- Audience targeting and eligibility
- Time, location, and device used
- User behavior and search intent
Unless all these match the ad’s criteria, the ad might not show.
2. Understanding Ad Types is Crucial
There are multiple types of ad objectives in Google Ads:
- Click-based (CPC): Focuses on showing ads to users likely to click.
- Impression-based (CPM): Prioritizes visibility over interaction.
- Conversion-based (CPA/Maximize Conversions): Shows ads only when there’s a high chance of conversion.
- ROAS-based or smart bidding: Focuses on profit and return, not visibility.
Example: If marketing team is running a conversion-based ad for the keyword “automation software”, and a salesperson searches the same term, the ad may not appear. Why? Because Google determines that the salesperson (based on search behavior and IP location) is not a likely converter. Hence, the ad is withheld.
3. “Ad is Showing at the Bottom” – It’s Normal
Another common complaint is:
“Sir, our ad is visible but it’s at the bottom.”
Salespeople must understand that Google runs a real-time ad auction. Everyone pays to be on the page — but not everyone can be at the top.
Even if your ad is highly relevant, sometimes:
- Competitors bid higher
- Their ad quality is better
- Google rotates placements to test performance
So being lower on the page occasionally is expected.
4. “Ad is Showing for You Only Because of Cookies”
Sales teams often say:
“You’re seeing the ad because it’s your browser and cookies.”
While browser history can influence what Google shows you (via personalization), this doesn’t mean the ad isn’t working. Google Ads has:
- Incognito tools
- Ad Preview & Diagnosis tools These can verify ad visibility without cookie bias. Marketing teams use these tools, and sales should too before jumping to conclusions.
5. “Why Did the Competitor Get the Lead?”
Sales might ask:
“Our competitor got the lead — why didn’t we?”
Here are a few possible reasons:
- The competitor may have generated that lead via cold email, referral, or self-generated methods.
- Not every lead comes from paid ads.
- Lead quality also depends on the landing page, follow-up, and brand trust.
Sales teams should avoid assuming that one lost lead indicates ad failure.
Conclusion:
Google Ads is algorithm-driven, not human-controlled. It works based on intent, quality, budget, and AI learning. Marketing teams should take time to educate their sales colleagues on:
- How different bidding strategies work
- Why ads may not always be visible
- How competition, cookies, and conversions affect results
Instead of conflict, both teams must align their understanding for better coordination and realistic expectations.
