How 11x Uses Flint to Catch the Google Ads Work Nobody Has Time For

Connor Nowinski runs growth at 11x, the AI company behind Alice, an AI sales development rep working across 28 languages.

Connor started 11x's Google Ads account as a side project. The return was fast enough to take seriously. So he scaled it, brought on Tej, an engineer on his team, and eventually hired an agency to handle daily execution once the spend got real. Connor and Tej still own strategy. The agency runs the account day to day.

That's the part of the story most B2B companies recognize: paid search works, so you grow the operation, and at some point the operation needs more hands than your team has to spare.

What's less common is admitting that some of the most important work is too tedious to ever get prioritized.

11x runs Google Ads in a matrix: brand and category strategies, cut again by geo. It's the kind of structure that scales well and lends itself to fine-tuned keyword-level CAC, until something is set up wrong three layers down and nobody's looking at that specific intersection that week.

That's where Flint's Google Ads Agent found its footing with 11x. Not as a strategy tool. As the QA on a structure too complex for anyone to fully audit on a recurring basis.

Two things came up specifically:

A handful of ad groups meant to route to dedicated landing pages were instead pointing to generic ones. And one campaign was barely spending, throttled by a budget cap that didn't match how the bid strategy was actually trying to optimize.

"There's no good way to go through every single inch of a Google Ads account manually. That's exactly what Flint does."

Not because the work is hard, but because Google Ads buries it. "Everything is in a submenu, and another submenu." His read: an agency could spend a couple of days running that kind of audit by hand, but it's the kind of work that competes for time against everything else on your plate, and rarely wins.