In an unanticipated move, Google Ads has started testing a paid version of customer support for its small business advertisers. And guess what? They didn’t even make a grand announcement. Instead, they casually dropped the news via email to one of the digital agencies. Talk about keeping things low-key!

Google mentioned that this pilot is a result of “customer feedback” and is aimed at enhancing the Ads customer experience. The objective? To ensure that small businesses receive the same level of support as the big fish in the pond. However, there’s a twist in the tale. Google’s statement that they’ll be “building on this strategy over time” has raised a few eyebrows. Could this mean that even the big players might have to pay for personalized support in the future? Only time will tell.

For now, it’s still in the pilot phase, and not all small advertisers have been granted access. But if the stars align, Google might roll this out more broadly post-pilot.

For agencies collaborating with clients in this program, there’s a silver lining. They can schedule specialized paid support sessions, ensuring their clients get the attention they deserve.

Wondering if you’ve been chosen for this exclusive pilot program? A quick peek into your Google Ads interface might reveal the answer. And for those scratching their heads at the £40 price tag, it’s roughly $50US. Currency conversion, check!

The digital community had its say on X (formerly Twitter), with reactions ranging from sheer disbelief to labeling it as “straight garbage.” One comment aptly captured the sentiment:

It’s hard to trust the Big G. The underlying concern? That this “paid support” might just be a gateway for Google to nudge businesses to increase their budgets, even if it’s not in their best interest.

To get the full scoop on this whole affair, tune in to the discussions on X.