Google Ads Transparency – Are Your Ad Dollars Working for You or Someone Else

Digital advertising should be simple. You pay for ads, they show up in places that make sense, and potential customers click. But what if your ads are quietly drifting into internet purgatory, appearing on sites no one cares about? Worse yet, what if the agency you’re paying is double-dipping and making money on both sides of the transaction? Let’s break it down.

What is the Google Ads Transparency Tool

Google, in a rare act of transparency, introduced the Ads Transparency Tool to help businesses and consumers see exactly where ads are being displayed. Think of it like a receipt for your ad spend, but instead of just showing you “Google Ads,” it lets you dig deeper and ask, “Wait… why is my ad on ‘Bob’s Discount Blog of Randomness’ instead of reaching real customers?”

When Did Google Start Caring About Transparency

Around 2023, Google started rolling out stronger transparency measures—not because they suddenly had a moral awakening, but because regulators and advertisers started asking tough questions like:

Where exactly are my ads being shown
Who is profiting off my ad clicks
Why am I spending thousands but my phone isn’t ringing

It became clear that not all ad placements are created equal, and businesses needed more insight to make sure their money wasn’t just fueling someone else’s payday.

Google Ads vs Google Display Network and Why It Matters

One of the biggest tricks in the digital ad playbook is confusing business owners about where their ads are actually running. So let’s clear that up. Beginners Guide To Google Ads

Google Search Ads – These appear on Google Search and Google Maps when someone is actively looking for a service or product. Think of someone searching for “Best roofing company in Oregon.” High intent. High value.
Google Display Network (GDN) – These are banner ads that appear on third-party websites, blogs, and apps. Think of your ad flashing on a random website while someone is looking up recipes for lasagna.

Now, here’s where it gets messy.

Why Would an Agency Put You in the Google Display Network

If search ads perform so well, why would some agencies steer you toward GDN instead

Bigger Margins for Them – Display ads cost less per click than search ads, but agencies might still charge you premium prices. That extra cash goes straight into their pockets.
More Ad Spend Means More Fees – Many agencies charge a percentage of your ad budget. The more they spend, wisely or not, the more they make.
They Need to Show Results – The GDN can inflate numbers. Tons of impressions. Lots of clicks. But little actual business. Clicks don’t pay your bills—customers do.

The Double Dip How Some Agencies Game the System

Now for the real kicker. Some agencies aren’t just placing your ads on random sites—they’re actually running those sites themselves.

Yes, you read that right. Some agencies own ad-heavy websites and strategically place their clients’ ads on those sites. This means:

You pay them to run your ads
They place your ads on sites they control
When someone clicks, they earn ad revenue too

This is double-dipping at its finest. They get paid twice—once from your ad budget and again when someone clicks your ad. Meanwhile, you’re left wondering why your sales haven’t increased despite all these “clicks.”

For a massive car dealership in Oregon, this might not matter much. But for a small roofing company, a local bakery, or a niche service provider, this kind of wasteful ad spend could be devastating.

How to Tell If You Are Stuck in This Mess

If you suspect something is off with your ad spend, take these steps.

Use Google’s Ads Transparency Tool – Look up your business and check where your ads are running.
Ask for a Clear Breakdown – Request a report showing how much of your budget is going to Search Ads vs Display Ads.
Check Your Conversions – Are the clicks turning into actual customers or just a bunch of meaningless website traffic
Look for Repeated Placements – Are your ads only appearing on a handful of random sites Could those sites be owned by the agency

What to Do If Your Agency Is Unclear

If you find out your agency is dumping your budget into the GDN without transparency, here’s what you can do.

Pause Your Ads and Get Answers – Ask why they’re prioritizing Display Ads over Search Ads. If they get defensive, that is a big red flag.
Request a Search Only Strategy – Demand they shift your budget to Google Search Ads. This will likely decrease waste and increase real conversions.
Consider Taking Over Your Ads – Managing your own ads isn’t as scary as agencies make it seem. Tools like Google’s Smart Campaigns can help you run ads efficiently without a middleman.
Find a New Partner – A trustworthy digital marketing agency should be transparent, strategic, and focused on real results. If yours is more interested in gaming the system, walk away.

Final Thought Demand Clarity Not Clicks

Google’s ad transparency updates give business owners the power to see where their ad dollars are going. And now, with more insight into how some agencies double-dip, you have the knowledge to protect your budget.

At the end of the day, clicks don’t keep the lights on—customers do. If your agency isn’t helping you get real business, it is time to start asking tough questions.

If they don’t have good answers, maybe it is time to click away from them.