Why Platform Ad Specialists Are Not Who You Think They Are
If you've run ads long enough, you've probably received an email like this:
"Hi! My name is __ and I’m the new ads strategist that was assigned to your account. I work directly with some platform in whatever city, and I’d love to set up some time to plan for Q4. Let’s schedule a meeting”
On this surface, it sounds great. What better partner to discuss your first-party data and campaign performance with than an official platform specialist? Surely, they'll provide valuable, unbiased insights, right?
Wrong
Why “Free Help” From Ad Platforms Always Comes With a Catch
The first question you need to ask yourself is simple: why are they "trying" to "help" me?
Like most things in this world there is always something someone is trying to gain and doesn't simply come from wanting to help. The truth is their primary role is to drive platform adoption, push new features, and increase your ad spend on their network.
The strategy meetings are really just sales calls in disguise. They're framed as collaborative planning sessions, but the recommendations almost always lead in one direction:
- Increase bid
- Increase budget
- Broaden your targeting
- Use more automation
- Trust the algorithm
- Get tossed from account manager to account manager
Sometimes, performance holds for a short period. Sometimes it even improves briefly—a surge in impressions or clicks can feel promising. But over time, costs creep up, cost per acquisition rises, and you’re left scratching your head at a declining ROAS (Return on Ad Spend). When that happens, the solution presented is rarely to pull back or rethink the core strategy. The answer is usually to spend more and let the system continue “learning.”
This isn’t strategy. It’s growth. For them...
The Real Issue with Platform Advice
If you are still not convinced check out googles own AI overview about their ad specialists.
Their incentive is to get you to spend more. That's it. Which is why i want to stress this next section.
Why a Marketing Agency Looks at Ads Differently
This is the critical distinction. An independent marketing agency’s incentive is aligned with your success, not a platform’s revenue. Our primary KPI is your business outcome—leads, sales, profitable ROAS, LTV (Lifetime Value).
Here’s how that changes everything:
- We Start with "Why," Not "How Much." Before discussing budget, we diagnose: Is the issue targeting, creative, landing pages, or offer? We view ad spend as an investment, not a target to hit.
- We Value Restraint as Much as Action. Sometimes the smartest move is to reduce spend, tighten audiences, or pause underperforming campaigns to reinvest elsewhere. A platform rep will almost never advise this.
- We See the Full Funnel. Platforms focus on their slice of the journey (clicks, impressions). We manage the entire path—from ad to landing page to conversion to retention—ensuring the investment makes sense at every stage.
- We Provide Accountability. We are a consistent partner who must justify our strategy with results over the long term. Our goal is to build a sustainable, scalable asset for your business, not to hit next quarter’s spend quota.
FAQ's
1. Should I ever take meetings with my platform rep?
Yes, but go in with the right mindset. Treat it as a briefing on new tools and betas, not as strategic consultation. They are an excellent source of information on what the platform can do. It is your (or your agency’s) job to decide if and when to use those tools based on your business objectives.
2. Are platform reps lying about their recommendations?
Not usually. They are generally sharing the playbook they are given, which is designed to maximize platform engagement and spend. The issue isn’t dishonesty—it’s a fundamental misalignment of goals. Their success metric is your increased adoption and budget; yours is profitability.
3. What’s the biggest red flag in their advice?
The universal solution of "increase your budget." If the primary answer to performance plateaus or rising costs is simply to spend more—without a nuanced diagnosis of audience, creative, or funnel health—you are receiving a sales script, not a strategy.
4. How can I make the best use of them if I’m managing ads myself?
Use them as a free technical support and updates channel. Ask specific, tactical questions about implementing features, understanding reporting columns, or troubleshooting setup errors. Avoid open-ended questions like “how can I improve my performance?”
5. When does it make sense to hire an agency versus relying on platform help?
The moment your ad spend becomes significant to your business (often at a few thousand dollars per month) or when you lack the internal expertise to critically evaluate platform recommendations. An agency acts as a strategic filter and accountable partner, ensuring every dollar is spent with your bottom line as the primary goal.
Do you need help with your advertising? Call now and see how Adotme Marketing can help you today.
