IMO many people managing ads do not seem to use it properly. I worked for a marketing agency once and we got pretty good results, but we tried to understand our

IMO many people managing ads do not seem to use it properly. I worked for a marketing agency once and we got pretty good results, but we tried to understand our target, use negative keywords, use different ads for different keywords and so on. It was actually a lot of work. I guess some people wants to cut corners and just gets the client money and puts it down into adwords and fb ads, write some reports and pass it to client. In my experience clients most of the time get confused with so much jargon, and they are unable to link sales with marketing expending correctly, the only certain thing they know is that (for most of them) if they don't do marketing sales will go down over time. I'm always surprised when I see a company wasting money on adwords when they are also ranking many #1 keywords organically, specially on brand keywords. I may be outdated but I doesn't make any sense to me.