We Smashed Our PPC Targets… So Why Did the Client Fire Us? ft Chris Avery

Chris, co-founder of JudeLuxe, speaks about a client relationship that ended despite improving ROAS and contribution. Chris explains how that experience changed the agency’s approach: start with the business’s commercial needs, question inherited targets, and give Google Ads and AI the context needed to make useful decisions.Key Topics:Chris recounts losing a client two months into an engagement, despite improved ROAS and contribution, because the agency had not understood the client’s need to clear seasonal stock and release cash.The agency had accepted an average ROAS target as the brief instead of asking what the target meant, what trade-offs were acceptable, or what the business needed from advertising.Chris describes the shift from a platform-focused, “button pushing” agency to a commercially engaged partner speaking with finance, merchandising, operations, and ecommerce teams.Campaign success should reflect the campaign’s purpose; YouTube and other upper-funnel activity may support branded search and shopping rather than deliver the strongest standalone ROAS.Ecommerce goals change with stock age, seasonality, discounting, and cash needs, so stale targets can send Google Ads the wrong signals.Chris calls product feeds a major, often neglected ecommerce lever: product titles and feed data help determine which searches products can appear for.AI can analyze data quickly but lacks business context; Chris cites an audit recommendation to raise a Knotts County campaign budget by about 500% despite limited demand.Agencies are paid for judgment: examine AI recommendations, test their assumptions, and retain human responsibility for decisions.Chris shares PPC account warning signs, including a chiropractor campaign targeting only “Guildford” on broad match and a product title repeating “Mustard” six times.His advice after a setback: understand why the mistake happened, learn from it, and “control what you can control.”Chapters00:00 Meet Chris: commercial thinking beyond Google Ads04:11 The client loss behind the lesson06:39 Why higher ROAS missed the stock and cash problem10:35 Profit is not the whole commercial picture14:10 Why channels need different success measures18:28 Changing onboarding: question the objective21:25 Talk to finance, merchandising, and operations24:46 Targets must move with ecommerce conditions27:50 Give Google Ads the right business context31:21 How to respond when a client leaves33:29 PPC horror stories and the product-feed blind spot40:36 AI recommendations need human scrutiny48:27 Moneyball and the numbers that help you winFind Chris on ⁠⁠⁠LinkedIn⁠⁠⁠, JudeLuxe, and PPC LiveJoin us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠⁠⁠PPC Live event

Rémi Kerhoas shares his extensive experience in performance marketing, recounting lessons learned from past mistakes, the importance of automation, and insights into AI's role in the industry. This episode offers valuable advice for marketers aiming to improve their strategies and avoid common pitfalls.Key topicsThe importance of automation in PPCLessons from a major Google Ads account mistakeThe role of AI in modern marketingStrategies for client retention and trustThe evolution of paid search over 15+ yearsThe impact of industry changes on marketing tacticsChapters00:00 Introduction and guest background02:38 Rémi's fun fact about AI news reading03:32 Studying abroad in Newcastle and partying tips05:32 Starting in Vancouver and moving into agency work07:12 Handling a massive Silicon Valley Google Ads account08:24 The pressure of managing high-stakes campaigns11:19 Lack of early alerting tools and its consequences12:39 Reflections on mistakes and client trust15:42 The importance of automation and AI in PPC18:55 What to do if a campaign goes wrong22:01 Key takeaways on automation and industry evolution23:22 Common mistakes in client audits and automation25:42 The importance of understanding your client's business27:46 The impact of AI and search behavior changes30:20 The enduring relevance of keywords in PPC33:18 The future of keyword strategies and automation36:19 Balancing automation with human insight39:31 The value of discussing mistakes openly40:34 Final thoughts and key industry adviceFind Rémi on ⁠⁠LinkedIn⁠⁠Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠⁠PPC Live event

In this episode, Matt Beks shares his extensive experience in digital marketing, focusing on PPC, SEO, and the importance of human elements in AI-driven strategies. We explore common mistakes, the value of diversity of thought, and practical advice for career growth.Key topicsMatt Beks' career journey spanning over 20 yearsThe importance of data in marketing successCommon mistakes in PPC and client managementThe role of diversity of thought in team buildingThe impact of AI on marketing and the need for human touchInterview tips and the importance of saying noThe significance of authenticity and personality in marketingThe value of sharing mistakes and learning from themChapters00:00 Introduction and guest background02:15 Matt's career journey and industry experience04:20 The evolution of marketing with AI07:43 Common mistakes in PPC and client scope11:57 Burnout and team management lessons16:35 Interview process and candidate tips20:54 The importance of diversity and culture26:56 Industry mistakes and AI overreliance33:26 The power of personality and human touch37:36 Fun question: Career movie titleFind Matt on ⁠LinkedIn⁠Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event

Eleasha Reay shares her insights on managing client relationships, avoiding common PPC mistakes, and leveraging new AI tools effectively. This episode offers practical advice for PPC professionals to build trust, set boundaries, and optimize campaigns. key topicsManaging client relationships and setting boundariesCommon PPC mistakes and how to avoid themUsing AI Max and other AI tools effectivelyImportance of trust and communication in PPCStrategies for campaign optimization and cost savingsChapters00:00 Introduction to Eleasha Reay and her PPC journey02:05 Fun facts and personal side quests04:01 Common mistakes in PPC client relationships07:53 The importance of setting boundaries with clients12:00 How to build trust through firm boundaries15:55 Supporting your team and leadership in managing client expectations18:04 Advice for clients new to PPC and managing distrust21:03 Key takeaways for managing mistakes and expectations26:05 Impressing clients with account audits and strategies32:00 Approaching new AI tools like AI Max correctly37:55 The importance of search term management and guardrails42:56 Upcoming PPC events and networking opportunities43:58 Final thoughts and advice for PPC professionalsFind Eleasha on ⁠LinkedIn⁠Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event

Chris Kostecki shares his extensive experience in paid search marketing, recounts a costly mistake involving a TV campaign, and offers valuable lessons on managing digital advertising campaigns effectively.Key TopicsThe significance of understanding business context in campaign managementLessons learned from a major PPC mistake involving TV advertisingThe role of communication and accountability in digital marketing teamsStrategies for testing and adopting new advertising technologiesIndustry response to platform updates and automationChapters00:00 Introduction to Chris Kostecki and his expertise00:31 Chris's background and experience in digital marketing01:28 Chris's passion for supporting digital goals beyond search02:25 Introduction to the main story: a major PPC mistake04:30 The TV campaign takeover and its impact05:43 Key lesson: understanding business context and timing07:45 Immediate response and campaign shutdown08:53 Accountability and ownership of mistakes11:37 Organizational structure and communication gaps14:24 Checklist and process improvements post-mistake16:31 Common industry mistakes and strategic errors18:20 Handling platform updates and automation challenges22:01 The importance of process and data analysis25:22 Industry reaction to rapid update cycles28:24 Communication and transparency from platform providers31:49 The value of patience and strategic testing34:17 The significance of sharing mistakes for industry growth37:24 Encouraging a culture that accepts mistakes and learning39:00 Final thoughts and personal reflections39:49 Where to find Chris and upcoming eventsFind Chris on LinkedInJoin us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next PPC Live event

In this episode, Arin Gharapetian shares his insights on digital marketing, the importance of understanding client processes, and lessons learned from mistakes in paid search campaigns. Discover practical tips for managing campaigns, avoiding common pitfalls, and leveraging AI effectively.Key topicsThe importance of understanding client processes in campaign managementLessons learned from a $50,000 Google Ads campaign mistakeStrategies for effective communication with stakeholdersThe role of AI and automation in modern marketingBest practices for tracking conversions and measuring successThe significance of patience and testing in campaign optimizationHow to handle industry updates and changes effectivelyThe value of owning mistakes and learning from themChapters00:00 Introduction to Arin Gharapetian and his expertise02:08 Arin's background and approach to marketing for healthcare and service businesses04:30 Arin shares a costly Google Ads mistake involving bid strategy changes07:42 The importance of cross-department communication in campaign success10:39 Lessons on testing, patience, and learning from campaign mistakes13:11 Handling industry updates and AI tools responsibly16:02 Advice for managing mistakes and stakeholder expectations18:32 Implementing new processes and continuous learning in campaign management21:02 Key takeaways: embracing mistakes and ongoing education22:05 Common industry mistakes and how to avoid them24:41 The impact of AI on marketing and what to watch out for28:13 Final thoughts on AI, industry changes, and continuous improvementFind Arin on ⁠LinkedIn⁠Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠

In this episode, Mike Ryan shares his experiences with AI Max, campaign mistakes, and lessons learned in PPC management. Discover practical insights on avoiding common pitfalls and leveraging data effectively. Key topicsAI Max and its impact on campaignsCommon PPC mistakes and how to avoid themThe importance of data segmentation and guardrailsLessons learned from campaign failuresThe role of curiosity and critical thinking in PPCChapters00:00 Introduction and guest background02:05 Mike's role and expertise in PPC05:03 The importance of sharing mistakes and lessons07:01 Mike's experience with AI Max and early mistakes10:09 How AI Max can target competitor terms unexpectedly13:07 The importance of checking search terms early16:57 The impact of market fears on ROAS targets19:59 Controlling AI Max with negative keywords and settings22:58 The significance of data consolidation and segmentation26:57 Advice for avoiding campaign pitfalls30:05 Responding to campaign errors with transparency33:57 The evolving role of campaign structure and guardrails37:06 New Google updates and strategic responses40:07 Behavioral responses to Google's August 17 update45:00 Market-wide effects of ROAS target changesFind Mike on LinkedInJoin us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠

Saif Al-Jabbar Khan shares his journey from a DevOps engineer to a successful paid search marketer, highlighting key lessons from his experiences with client management, conversion tracking, and AI integration in digital marketing. Key topicsSaif's career transition from DevOps to marketingImportance of defining qualified leads earlyCommon mistakes in conversion trackingUsing AI for nuanced account analysisThe role of WhatsApp in Middle Eastern marketingStrategies for managing client expectationsThe impact of landing pages on campaign successLessons learned from account auditsChapters00:00 Introduction and Guest Background03:58 The Importance of Qualified Lead Definition11:52 Improving Lead Qualification Rates15:49 The Role of Landing Pages and Client Communication20:04 Adapting Strategies Based on Data Insights22:09 The Impact of Data and System Changes24:00 Advice for Paid Search Marketers Facing Crises26:00 Reviewing and Refining Lead Criteria30:03 Common Mistakes in Account Management33:56 Using AI for Nuanced Account Analysis36:02 WhatsApp as a Key Channel in Dubai38:08 AI and Privacy Considerations42:09 The Role of Journey Aware Bidding43:47 Final Tips for Paid Search Success45:02 Fun Question: PPC Movie Title45:57 Upcoming Events and Networking OpportunitiesFind Saif on LinkedIn Join us on ⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠

In this episode, Lisandro Franky shares insights on conversion tracking mistakes, industry responses to AI, and best practices for digital marketing success.Key topicsConversion tracking mistakes and solutionsImpact of AI on marketing industryBest practices for campaign optimizationData analytics and anomaly detectionClient communication and transparencyChapters00:00 Introduction to Frankie and his background02:10 Frankie’s experience with digital marketing and AI05:39 Common mistakes in conversion tracking09:09 Detecting and fixing tracking issues14:07 Human vs system errors in data feed20:22 Building anomaly detection platforms27:09 Fixing data feed issues in bidding platforms36:30 Importance of data granularity and account management44:28 Privacy and ethical considerations in AI use45:05 Frankie’s advice for marketers facing tracking issuesFind Franky on LinkedIn and Mochee Join us on ⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠

In this episode, Craig shares insights from managing over 100 million dollars in ad spend, discusses the complexities of attribution in marketing, and reveals common mistakes in paid media management. Learn how to connect the dots across channels and avoid costly errors. key topicsThe complexity of attribution systemsConnecting marketing channels for better insightsCommon mistakes in conversion trackingThe importance of holistic marketing systemsThe role of AI in marketing attributionLessons from managing over 100 million in ad spendThe impact of Google updates on marketing strategiesStrategies for effective cross-channel marketingChapters00:00 Introduction to Craig and his expertise in paid media02:00 Creating effective attribution systems in healthcare04:05 Understanding different attribution models for channels05:05 The role of AI in marketing attribution07:01 Balancing work and family life as a remote worker08:58 Adapting to pandemic conditions and remote work11:04 Early career challenges with marketing and attribution13:04 The importance of understanding business-level metrics15:55 Connecting financial data with marketing efforts18:55 The system approach to marketing and business success22:00 Common mistakes in marketing accounts and how to avoid them35:03 The impact of Google updates and how to adapt45:04 The importance of continuous learning and adaptationFind Craig on LinkedinJoin us on ⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠