EP319 - Why Red Flags Matter in Client Selection ft Kat Sale

In this episode of PPC Live, The Podcast, host Anu sits down with seasoned PPC professional Serge Nguele to discuss one of his biggest professional mistakes and how integrity helped him turn it around. Serge shares the story of a £20K overspend at his former agency and the valuable lessons learned from the experience.Key TakeawaysFor PPC Professionals Facing Mistakes:- Stay Calm: Remember that no lives are at stake in PPC- Own It Completely: Take full responsibility without making excuses- Be Proactive: Report issues yourself rather than having them discovered- Learn and Improve: Use mistakes as opportunities for systemic improvementsFor Managers:- Respond with support and problem-solving rather than blame- Recognize that integrity in crisis reveals character- Use individual mistakes to improve team processesOn AI in PPC:- Common Mistake: Over-complicating AI implementation because it's trendy- Better Approach: Start with actual problems you need to solve- Reality Check: Ensure you have the basics covered before adding sophisticated AI solutions00:00 Introduction to PPC Live Podcast01:18 Meet Serge Nguele: PPC Expert and Marathon Runner05:29 Serge's Biggest PPC Mistake08:17 The Aftermath and Lessons Learned14:42 Agency Mistake and Resolution15:44 Learning from Mistakes17:21 Building Trust and Integrity20:45 Advice for Handling Overspending22:58 AI in Paid Search24:42 Fun and FarewellFind Serge on ⁠LinkedIn⁠ Book a coaching call with ⁠⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠⁠PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next ⁠⁠⁠PPC Live London⁠⁠⁠ event is on July 31stFollow us on ⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠Follow us on ⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠Join our ⁠⁠⁠⁠⁠⁠⁠WhatsApp Group⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠Newsletter⁠

Host Anu interviews digital marketing executive Dii Pooler (11+ years experience) about the dark side of personal branding in PPC. Dii shares a vulnerable story about a corporate client consultation where she was put on the spot with complex YouTube and CTV questions outside her speciality area of paid search and lead generation. Despite her expertise, not having an immediate, polished answer shifted the room's energy, leading to passive-aggressive comments and microaggressions. The episode examines how building a strong personal brand can lead to unrealistic expectations and pressure to be perfect in every situation.Building authority creates higher expectations that aren't always realistic"The criticism will shake the leaves, but it won't shake the roots" - Anchor your brand in purpose, values, and truth, not just moneyBe extremely intentional about client types and industries you specialise inRemember, consultations are two-way interviews - you're evaluating them tooFor Freelancers/Agency Owners: Choose your environment wisely - with growth-minded people, owning mistakes leads to evolution; with accountability-avoidant people, honesty makes you the villainFor Managers: Ask "What happens when this person makes a mistake?" Respond with compassion and growth opportunities, not blameDon't resort all ad copy to AI - keep human language and connectionDon't replace PPC specialists with AI audits - human insight remains crucial for changing market conditionsThe PPC community talks about mistakes but often lacks compassion - we need more understanding and guidance, less snark and memesKey TakeawaysPersonal Branding Reality CheckManaging MistakesAI in PPC WarningsIndustry Insight0:00 Welcome to PPC Live: The Podcast00:47 Introducing Today's Guest: Dii Pooler01:43 Dii Pooler's Background and Expertise03:02 Understanding the Waterfall Framework06:04 Dii's Personal Story: When Personal Branding Goes Wrong15:48 Lessons Learned and Advice for Others22:27 The Role of AI in PPC and Common Missteps25:06 Final Thoughts and FarewellFind Dii on LinkedIn Book a coaching call with ⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next ⁠⁠PPC Live London⁠⁠ event is on July 31stFollow us on ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠Follow us on ⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠Join our ⁠⁠⁠⁠⁠⁠WhatsApp Group⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠Newsletter⁠

Susan Richards-Benson, a 20-year PPC veteran and independent contractor, shares her experience with a devastating account suspension that cost her client tens of thousands in revenue during their busiest season—all due to client dishonesty.The Setup:Client: Indoor children's playground in FloridaTiming: Christmas period (peak season)Problem: Google Ads account suspended for "circumventing systems"The 2-Month Investigation:Google support only provided generic responsesTeam checked for malware, IP issues, site problemsDeveloper unavailable during holidaysClient increasingly frustrated as traffic plummetedKey Takeaways1. Client Transparency Works Both WaysAgencies aren't the only ones who can lack transparencyDishonest clients can create major problems for agenciesAlways verify client claims rather than taking their word2. Enhanced Onboarding ProcessRed flags to watch: Clients being "cagey" about previous data, refusing analytics access, claiming previous agencies won't release dataNew process: Screen share with clients to check existing accounts at ads.google.comDue diligence: Don't just ask—verify what accounts already exist3. Crisis Management Best PracticesDocument everything in writingFile support cases immediatelyDon't try to solve complex issues aloneStay accessible and communicate regularly with clientsBe transparent about what you're seeing on your end4. Industry Evolution Insights Then: Keyword stuffing, siloed thinking workedNow: Requires holistic approach across SEO, social, PPCKey mindset: Don't resist change—embrace it or leave the industry5. Healthy Approach to PPC MistakesMistakes are inevitable for everyone in PPCOwn up immediately and explain implicationsDon't let mistakes rattle your confidenceShare failures, not just successes, to help the community learnThe industry will humble big egos6. AI & Automation CautionsExample: P-Max with store visits has 5-7 day reporting lagBe careful with click-based conversions like "Get Directions"Don't blindly trust algorithm optimizationProfessional ImpactThis experience taught Susan to completely revamp her onboarding process and be more selective about clients who show transparency red flags. The relationship ultimately soured and ended, highlighting how client dishonesty can damage professional relationships beyond just the immediate technical problems.Bottom LineThe biggest lesson: Trust but verify. Even experienced PPC professionals can be blindsided by client dishonesty. Implementing thorough onboarding processes and maintaining detailed documentation can prevent similar disasters.00:00 Introduction to PPC Live Podcast00:49 Guest Introduction: Susan Richards-Benson02:19 Susan's Journey from Journalism to Paid Search03:48 The Evolution of Digital Marketing06:00 Fun Facts and Personal Interests06:58 The Big F-Up: A Client's Google Ads Suspension16:27 Lessons Learned and Advice for Marketers21:53 The Role of AI in PPC25:00 Conclusion and Upcoming EventsFind Susan on ⁠LinkedIn⁠Book a coaching call with ⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next ⁠⁠PPC Live⁠⁠ event is on July 31stFollow us on ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠Follow us on ⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠Join our ⁠⁠⁠⁠⁠⁠WhatsApp Group⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠Newsletter⁠

In this candid episode of PPC Live The Podcast, host Anu sits down with Peter Guba, a Google Ads expert and founder of Profit Mill, to explore the raw reality of PPC failures and how they can become powerful learning experiences. Peter shares two memorable mistakes from his career - one hilarious, one costly - that shaped him into the marketer he is today.The main story centres on a perfect storm of PPC disasters: while managing a multi-million dollar enterprise event management client, Peter's Dynamic Search Ads began targeting Christmas trivia content from the client's blog during the holiday season. This led to massive irrelevant traffic, zero qualified leads for over a month, and ultimately the loss of the client - despite Peter successfully fixing the issue using Google's data exclusion functionality.Key takeaways:1. Own Your Mistakes ImmediatelyTransparency and accountability are crucial when things go wrongClients respect honesty more than excuses or blame-shiftingThe person who made the mistake is often best positioned to prevent it from happening again2. Smart Bidding Requires Smart MonitoringAutomation isn't "set it and forget it" - it needs consistent oversightGoogle's algorithm needs substantial data to learn, which can be expensive with broad, irrelevant keywordsThird-party monitoring tools can help catch issues before clients do3. The Perfect Storm Elements to Watch ForDynamic Search Ads + Smart Bidding + Broad SEO content = potential disasterSeasonality can amplify existing targeting issuesEnterprise clients with razor-thin margins have zero tolerance for extended poor performance4. Industry Reality ChecksPPC isn't a magic bullet for fundamental business problemsUnderstand your client's organic conversion rates before diving into paid searchSome industries are simply too competitive for paid search to be profitable5. Authenticity in Professional CommunicationReal failure stories are more valuable than polished success narrativesIn an AI-driven world, genuine vulnerability becomes increasingly rare and valuable"Showing up" consistently matters more than being perfectBonus Lesson: Always double-check your presentation slides for competitor logos before sending - it might accidentally help your pitch!0:00 Introduction to PPC Live The Podcast00:53 Meet Peter Guba: Google Ads Expert05:09 Funny F-Up Story: The Logo Mix-Up08:48 Serious F-Up Story: The Christmas Trivia Disaster18:39 The Importance of Smart Bidding19:18 Learning from Mistakes20:21 Client Communication and Accountability22:02 Challenges with PPC and Demand Generation26:50 The Role of Automation in PPC28:59 The Value of Discussing Failures32:59 Final Thoughts and ResourcesFind Peter on LinkedIn and Profit MillBook a coaching call with ⁠⁠⁠⁠⁠Anu⁠⁠⁠PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next ⁠⁠⁠⁠⁠PPC Live event⁠⁠⁠⁠⁠ is on June 26th in Leeds, UKThe next ⁠PPC Live London⁠ event is on July 31stFollow us on ⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠Follow us on ⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠Join our ⁠⁠⁠⁠⁠WhatsApp Group⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠Newsletter⁠

In this episode of PPC Live: The Podcast, host Anu chats with Greg Finn, co-founder of Cypress North, about the biggest mistakes he's witnessed in PPC and how they became learning opportunities. Greg shares two major f-ups: a Halloween costume company that accidentally set their monthly budget as a daily budget (spending $300K instead of $30K), and his own team's Microsoft Ads import error that sent one client's ads to a completely different advertiser's account.More importantly, Greg reveals how these disasters shaped his management philosophy and company culture, emphasizing transparency, open communication, and treating mistakes as growth opportunities rather than failures.On Mistake Management:Intent matters more than outcome - if someone is trying to do the right thing, the mistake is secondaryTransparency builds trust - own mistakes immediately, provide full documentation, and offer immediate refundsCreate processes after mistakes to prevent repetition, not punishmentOn Company Culture:Foster an environment where employees feel safe reporting mistakes immediatelyFocus on education and growth rather than perfectionTreat team members as teammates, not competitorsOn AI Usage:AI works best as an assistant, not a replacement for human creativityAvoid AI-generated content that looks obviously artificialMaintain authentic brand voice rather than relying on AI for everythingOn Conversions:"All conversions are not created equal" - optimize for sales-qualified leads, not just any conversionSync CRM systems with ad platforms to focus on actual business outcomesQuality over quantity when it comes to lead generationThe episode emphasizes that mistakes are inevitable in PPC, but how you handle them defines your success as both a marketer and a leader00:00 Introduction to PPC Live The Podcast00:50 Guest Introduction: Greg Finn of Cypress North03:01 Greg's Background and Expertise05:33 Discussing $300,000 worth and uploading to the wront account PPC Mistakes19:53 Owning Your Mistakes20:14 The Illusion of Perfection on Social Media21:42 Encouraging Open Communication in the Workplace25:44 The Importance of Team Mentality27:29 Mismanagement of Talent30:32 The Role of AI in Marketing35:03 Conclusion and Final ThoughtsFind Greg on Marketing O'clock and LinkedInBook a coaching call with ⁠⁠⁠⁠Anu⁠⁠PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next ⁠⁠⁠⁠PPC Live event⁠⁠⁠⁠ is on June 26th in Leeds, UKThe next PPC Live London event is on July 31stFollow us on ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠Follow us on ⁠⁠⁠⁠Twitter⁠⁠⁠⁠Join our ⁠⁠⁠⁠WhatsApp Group⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠Newsletter

In this episode of PPC Live The Podcast, host Anu interviews Kat Sale, co-founder of House of Performance, about a catastrophic client experience that serves as a cautionary tale for agency professionals. Kat shares how a gifting company client spent £40,000 in just three days with zero sales, despite her team's explicit warnings against their aggressive launch strategy. The situation escalated when the client refused to pay £12,500 in consultancy fees, forcing Kat to write off the loss and end the relationship.Key takeaway discussed: Key Takeaways"Eat the dog food" - Always test and understand your client's products before marketing themRed flags to avoid: Clients who speak poorly about their own team, have churned through multiple agencies quickly, or consistently ignore expert adviceDon't launch on Fridays unless you'll monitor campaigns over the weekendStart conservative: Begin with exact match keywords and modest budgets, then scale based on performanceCut losses quickly - Don't waste time chasing bad debts or difficult clients; focus energy on good relationshipsDocument everything - Keep clear records of advice given when clients ignore recommendationsDon't take failures personally - Sometimes clients aren't ready to listen, and that's not your faultBe transparent with mistakes - Clients appreciate honesty; cover-ups destroy trustUse AI as a tool, not a crutch - Maintain strategic thinking and creativity rather than relying completely on AICreate psychological safety - Leaders should share their own failures to normalise learning from mistakesKnow when to walk away - Some clients aren't worth the stress and damage to your businessMaintain perspective - "We're not heart surgeons, it's just advertising" - don't let work stress destroy your mental health00:00 Introduction01:31 Kat Sale's Background02:48 The Concept of 'Eating the Dog Food'04:43 Major Business Failure and Learnings22:43 Discussion on AI in Digital Marketing28:03 Conclusion and Where to Find Kat SaleFollow Kat on ⁠⁠⁠LinkedIn⁠⁠⁠Book a coaching call with ⁠⁠⁠Anu⁠PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next ⁠⁠⁠PPC Live event⁠⁠⁠ is on June 26th in Leeds, UKFollow us on ⁠⁠⁠LinkedIn⁠⁠⁠Follow us on ⁠⁠⁠Twitter⁠⁠⁠Join our ⁠⁠⁠WhatsApp Group⁠⁠⁠Subscribe to our ⁠⁠⁠Newsletter

In this episode of PPC Live, host Anu interviews Chris Nightingale, founder of Can-Do Digital Marketing, about a significant mistake early in his PPC career and how he turned it around. Chris shares the story of accidentally increasing bids by £50 instead of 50p, causing massive overspending for a client. He discusses his immediate panic response, how he addressed the situation professionally, and the surprising support he received from his manager.Key takeaways discussed: Good management matters - Supportive leadership during crises can turn failures into learning experiencesAsk for forgiveness, not permission - Testing and trying new approaches drives innovation, even with occasional failuresCreate safeguards - Use tools and automation to prevent common mistakes and implement double-checks for high-risk actionsStart testing with smaller budgets - When possible, experiment with lower-budget accounts to minimize financial impactUse AI strategically - AI works best for backend tasks rather than customer-facing content like ad copyFailures aren't discussed enough - The industry focuses on successes while hiding the numerous failures behind themTurn mistakes into long-term wins - Chris built a stronger client relationship by demonstrating accountability and delivering exceptional results in subsequent months00:00 Introduction to PPC Live The Podcast01:39 Guest Introduction: Chris Nightingale03:09 Rock Climbing and PPC: Drawing Parallels04:24 The Big Mistake: A PPC Blunder08:11 Turning It Around: Lessons Learned13:58 Advice for PPC Professionals18:02 Final Thoughts and Industry Insights20:56 The Role of AI in PPC24:47 Conclusion and Upcoming EventsFollow Chris on ⁠⁠LinkedIn⁠⁠Book a coaching call with ⁠⁠Anu⁠PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next ⁠⁠PPC Live event⁠⁠ is on June 26th in Leeds, UKFollow us on ⁠⁠LinkedIn⁠⁠Follow us on ⁠⁠Twitter⁠⁠Join our ⁠⁠WhatsApp Group⁠⁠Subscribe to our ⁠⁠Newsletter

In this insightful PPC Live The Podcast episode, host Anu Adegbola welcomes industry powerhouse Navah Hopkins, Evangelist at Optmyzr and respected digital marketing strategist. Navah courageously shares her experience of accidentally spending $50,000 in just three days (a client's entire monthly budget) due to an ill-timed switch to max conversions bidding strategy combined with a significant budget increase.The conversation explores how Navah turned this potential disaster into a valuable learning experience by:Promptly identifying and addressing the issue with transparencyInvestigating invalid clicks that led to securing credits from GoogleDetermining that max conversions wasn't appropriate for legal clients, but max conversion value would beEstablishing stronger trust with the client by demonstrating accountability and expertiseBuilding relationships with in-house teams who can advocate for you during challengesThe episode reveals important lessons on failing gracefully, including:The importance of documenting concerns when testing risky strategiesWhy you should trust your instincts and advocate for what you know is rightHow to approach mistakes with clients (be the first to bring it up with solutions)The value of setting bidding floors and ceilings when using automationWhy AI should be treated as a partner rather than being delegated your strategic thinkingNavah leaves listeners with a powerful reminder to "give yourself grace" in an industry constantly disrupted by AI, privacy concerns, and economic shifts, while emphasising that failures aren't truly failures if they generate valuable learnings.00:00 Introduction and Guest Welcome04:03 Discussing Failures in PPC04:34 The $50,000 Mistake07:18 Turning the Situation Around10:10 Lessons Learned and Strategic Advice11:22 Communication and Client Relationships16:11 Valuing Your Service18:16 Technical Insights and Best Practices21:01 Mindset and Recovery23:21 Final Thoughts and Advice26:22 AI in Digital Marketing30:20 Conclusion and Where to Find NavahGet the full transcript on our ⁠Podcast Site⁠.Follow Navah on ⁠LinkedIn⁠, ⁠BlueSky, or OptmyzrBook a coaching call with ⁠AnuPPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next ⁠PPC Live event⁠ is on June 26th in Leeds, UKFollow us on ⁠LinkedIn⁠Follow us on ⁠Twitter⁠Join our ⁠WhatsApp Group⁠Subscribe to our ⁠Newsletter

In this episode of PPC Live The Podcast, host Anu welcomes Google Ads coach and ex-Googler Jyll Saskin Gales to discuss a pivotal moment in her career – taking on a client she shouldn't have. Jyll shares how ignoring red flags led to a situation that forced her to fire a difficult client and refund their retainer, but ultimately pushed her to transform her business model from Google Ads management to coaching and education.Listen as Jyll provides valuable insights on:Recognizing client red flags before they become problemsSetting and maintaining professional boundariesTrusting your gut when something doesn't feel rightThe challenges of AI adoption in Google Ads campaignsFinding a supportive community in the PPC industryThis transparent conversation about failures, mistakes, and comebacks offers practical advice for PPC professionals at all levels. Whether you're an agency owner, freelancer, or in-house marketer, Jyll's experience reminds us that sometimes our biggest professional setbacks lead to our greatest opportunities.00:00 Introduction to PPC Live The Podcast01:54 Meet Our First Guest: Jyll Saskin Gales03:48 Jyll's Biggest Mistake in Google Ads Management08:24 Lessons Learned and Advice for Handling Difficult Clients16:12 The Importance of Trusting Your Gut21:23 Navigating AI in Google Ads24:05 Final Thoughts and Upcoming EventsGet the full transcript on our Podcast Site.Jyll Saskin Gales is an ex-Google employee, holds a Havard MBA and is exceptional at making the sometimes-scary world of advertising clear and easy to understand. Follow Jyll on LinkedIn, Book a coaching call with AnuPPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next PPC Live event is on June 26th in Leeds, UKFollow us on LinkedInFollow us on TwitterJoin our WhatsApp GroupSubscribe to our Newsletter

Q1 How has your journey in the industry been?Q2 What are your biggest frustrations with the industry right now?Q3 You only do smart bidding - why? what is your position on which strategy to use and under what circumstances?Q4 What are your thoughts on PMax?Exit velocity:What’s one thing you want to leave people withBest advice have you've been givenImposter Syndrome moment