I also have the impression that google jumped on the feature treadmill that microsoft is on. Working with Google ads + analytics in 2016 was a pleasant experience, it was fairly simple and it worked. I could easily maintain it as a side project next to my main job, but a few years later and it had become a feature treadmill where all new features seemed to have 3 goals in common: waste my time by making me migrate settings to basically end up with the same end result, make the product more convoluted to use + milk more money per customer. Add to that, that facebook campaigns were both easier to run and resulted in more good leads for us and it doesn't look good for Google.