The client is always right about what they want.
(For example: “I want to be the biggest player in horse-shaped jewellery.”)
They are rarely right about what they ask you to do.
(“Put me on top of Google for the keyword ‘jewellery’ and put banners on all gift-related websites.”)
Your job in managing the Google Ads is to reverse engineer what they really want from what they initially asked you to do.
– Nils