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TBH, all three.
Google CAN block some things but they don’t try to block all that they could. Their geofencing restricting is pretty sloppy and their calendar/time blocks slip sometimes.
Still and all, yes, you want to use their geofencing and scheduling tools because something is better than nothing. And yeah, you want to keep a close eye on keywords and regularly update and maintain your negatives.
For the third party tools part, I own such a service and while we’re effective, that has more to do with letting the client set their own rules that Google and other ad platforms don’t offer. Rate limits are an obvious example. Otherwise, I’ll reserve comment on that due to obvious bias. We recommend taking the steps you can do on your own BEFORE you use a service like ours and if your measures aren’t cutting it, then look into 3P help.
