Google is facing the second wave of layoffs in recent weeks, this time hitting a "few hundred" of its employees in the advertising and sales team.
According to Business Insider, the most recent round of layoffs comes as part of a restructuring the tech giant is currently conducting internally, as it shifts employees from large-customer sales to customer solutions.
According to Google spokesperson Chris Pappas, the company goes through a "rigorous process" of restructuring every year to provide the best service to the company's ad customers.
"We map customers to the right specialist teams and sales channels to meet their service needs. As part of this, a few hundred roles globally are being eliminated and impacted employees will be able to apply for open roles on the team or elsewhere at Google," Pappas added.
In light of the layoffs, Google is looking to integrate automation processes into its workflow through Performance Max. The service, powered by its AI, helps with streamlining the ad-spend process.
"Going forward GCS will be our core channel for scaling growth by dynamically delivering the right treatment to every customer — while LCS will focus on transformational growth for our largest, most sophisticated customers," Google Chief Business Officer Philip Schindler wrote.
Amid the changes to the ad and sales team, several search marketing agencies reported having bad experiences with Google Ads support.
Sylvian Learning CMO Mike Kelley recalls his experience with customer support, struggling to buy YouTube reservation ads after being told by his Google representative they had never heard of it.
"I’ve called in over a dozen times – they tell me someone will call back, but they never do. They don’t respond to emails either. The whole process has been brutal," Kelley told Search Engine Land
"I reached out to two agencies that spend $100,000 a month with Google for help and used their resources and contacts. But even they have had no response to this query," he added.
The First of the Year
The most recent round of layoffs comes less than a week after the tech giant laid off hundreds of workers from its virtual assistant, AR and central engineering teams, some of whom have worked on the Google Assistant.
Roles from Digital Services and Product Area were also affected, with most coming from the first-party Augmented Reality Hardware team.
"As we've said, we're responsibly investing in our company’s biggest priorities and the significant opportunities ahead," a Google spokesperson said at the time.