PPC Live The Podcast - The F*ck ups that led to Triumphs

Hosted by Anu Adegbola

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363

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Jun 2026

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About the show

The only podcast that has PPC experts sharing their biggest f*ck ups that led to triumphs. Learn from guests like Ginny Marvin, Jyll Saskin Gales, Anthony Higman, Amy Hebdon, Boris Beceric and more. New releases every Wednesday. Please take a few moments to rate/review the show (a few seconds on Spotify)

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June 10, 202648 min

The €30K Underspend That Broke Client Trust ft. Simran Harichand

Explore how transparency and accountability can transform PPC campaigns and client relationships. Simran Harichand shares lessons from her experiences, including a major underspend mistake that ultimately strengthened client trust.Main Topics:Accountability and transparency in PPCRebuilding client trust after budget overspendFoundational best practices in PPCEthical and effective use of AI toolsCommunication and relationship building in advertisingChapters:00:00 Welcome, introductions, and Simran's journey from Pakistan to UK paid media04:17 A €30,000 underspend on a major B2B SaaS account06:17 How a Target CPA change quietly tanked spend08:42 Owning the mistake and facing the client10:11 Rebuilding trust after a costly PPC error12:30 Why underspending can create serious business problems16:48 Breaking into PPC, internships, and hiring junior talent20:27 Why brilliant basics matter more than shiny tactics25:03 Advice for marketers who discover a major mistake26:27 Building client relationships before things go wrong28:46 The worst GA4 and conversion tracking mistakes in account audits33:20 AI Max, Performance Max, and testing new Google features37:54 Where marketers are getting AI wrong41:41 "Nobody Told Me This Was a Career"42:53 Closing thoughts and where to find SimranSimran Harichand - LinkedInPPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.Thanks to our sponsor ⁠Adsquire,⁠ a small team of passionate and focused legal marketers that do what it takes to get law firms spectacular results! With the landscape always changing they stay on top of the trends and are first to find and use new strategies to accomplish this for our clients - for example they are the FIRST to serve a lawyer ad on ChatGPT.Join the next ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠PPC Live ⁠⁠⁠eventFollow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack Group⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠

June 3, 202645 min

EP367 - The Cost of Doing Everything Yourself ft. Teo Yordanov

SummaryIn this engaging interview, Teo Yordanov shares personal stories, industry insights, and practical advice on avoiding burnout, effective team management, and leveraging AI in performance marketing. Discover how to balance work and life, prevent common mistakes, and stay proactive in your marketing career. Key topicsBurnout signs and preventionTeam delegation and leadershipUsing AI effectively in marketingChapters00:00 Introduction and Background05:03 The Importance of Learning from Mistakes12:34 Recognizing and Addressing Burnout15:25 Building a Supportive Team Culture17:23 Advice for Freelancers and Consultants18:51 Balancing Work and Life21:24 Proactive Client Management22:55 Common Agency Mistakes24:55 The Role of AI in Marketing28:32 The Importance of Domain Authority32:15 Final Thoughts and Future Events45:09 Outro.mp3ResourcesLinkedIn Profile of Teo Yordanov Performance MCR Event SEM Stories Conference BYLT MediaPPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.Thanks to our sponsor Adsquire, a small team of passionate and focused legal marketers that do what it takes to get law firms spectacular results! With the landscape always changing they stay on top of the trends and are first to find and use new strategies to accomplish this for our clients - for example they are the FIRST to serve a lawyer ad on ChatGPT.Join the next ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠PPC Live ⁠⁠eventFollow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack Group⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠

May 28, 202638 min

EP366 - Year 1 compilation ft. Nils Rooijmans, Amy Hebdon, Matt Shenton, Heidi Sturrock, Andrea Cruz, Boris Beceric, Anthony Higman & Elisabetta Nicoli

A Compilation of some of the best F*ck up stories shared by 8 experts in the past year. PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.Join us on ⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠

May 20, 202635 min

EP365 - The Toggles That Cost Thousands ft Menachem Ani

Don’t Launch on a FridayWhat happens when a Google Ads campaign burns through its budget in hours? Or when AI starts making optimisation decisions you don’t fully trust?In this candid episode of PPC Live The Podcast, Anu Adegbola sits down with Menachem Ani — founder of JXT Group and long-standing Google Premier Partner — to unpack the real mistakes PPC professionals make, the lessons that come from them, and why honesty matters more than perfection in paid media.With over 20 years of experience in digital marketing, Menachem shares stories from the early days of Google Ads, campaign mishaps that still haunt him, and why modern PPC has become both more powerful and more dangerous in the age of automation and AI.Together, they discuss:Overspending budgets from simple bid mistakesWhy you should never launch campaigns before a weekendThe dangers of “set it and forget it” automationPMAX misconceptions agencies still get wrongAI Max, Claude, and the future of autonomous PPCWhy strong client relationships matter when mistakes happenHow managers should handle team errors with accountability and graceThe growing pressure of keeping up with AI-driven advertisingThis episode is a refreshing reminder that even experienced PPC professionals make mistakes — and that learning from them is what truly matters.Menachem Ani is the founder of JXT Group, a Google Premier Partner agency specialising in paid media strategy, Google Ads automation, and performance marketing innovation. He is a respected industry speaker and contributor to publications including Search Engine Land, SMX, brightonSEO, and PPC Live.Slow down to go fasterAlways double check budgets and bidsNever launch major changes on a FridayAI tools still require human oversightStrong client relationships can survive honest mistakesGreat PPC managers create learning cultures, not fear culturesLinkedInX / TwitterJXT GroupFollow PPC Live The Podcast for honest conversations about PPC, paid media, AI, automation, and the realities of working in digital marketing today.

May 13, 202637 min

EP364 - The PPC Expert vs. The Client’s Gut Feeling ft Dean Kadi

In this episode, Dean Kadi shares a real-world case of a client campaign that went awry, highlighting the importance of data-backed decisions, proper setup, and cautious AI use in PPC advertising. Learn from industry mistakes and expert advice to optimize your digital marketing strategies.key topicsClient campaign managementData-backed decision makingPixel setup best practicesChapters00:00 Introduction to Dean Kadi and Fun Facts05:17 The Importance of Listening to Experts11:10 Client Demands and the Impact on Campaigns15:11 Data-Driven Decisions and Client Communication20:58 Navigating Client Relationships and Documenting Everything24:58 Common Mistakes in Pixel Setup27:06 AI in Marketing: Benefits and Pitfalls30:59 Conclusion and Final Thoughts37:11 Outro.mp3

May 6, 202645 min

EP363 - The Campaign Looked Perfect — Until It Didn’t ft Veronika Höller

Veronica Holler shares her journey through PPC, the importance of embracing mistakes, and how AI tools should support human insight rather than replace it. Learn from real stories of errors, how to spot them early, and why authenticity and continuous learning are key in digital marketing. Key Topics:The importance of embracing mistakes in marketingHow to spot and fix tracking and account structure errorsThe role of AI as a support tool, not a replacementThe significance of unique messaging and local testingLessons learned from early career mistakesChapters00:00 Introduction to Veronica Holler04:08 The Mistake That Cost Revenue12:06 Learning from Early Career Mistakes19:43 Embracing Mistakes as Learning Opportunities20:37 Embracing Failure as a Path to Growth24:18 The Importance of Authenticity in Content Creation25:39 Common Mistakes in Digital Marketing29:35 The Role of AI in Marketing and Its Limitations34:09 Understanding and Utilizing AI Tools Effectively36:10 Navigating the Chaos of Digital Marketing37:49 The Fast and Furious Journey of a PPC Career45:17 Outro.mp3 resourcesThe Search Singularity by Veronica Holler - https://www.amazon.com/dp/B09XYZ1234Veronica Holler on LinkedIn - https://www.linkedin.com/in/veronika-hoeller-digital-marketing/Kampix Conference in Germany

April 29, 202637 min

EP362 - From Keyword Chaos to PPC Comeback ft Cathryn Stormont

Join us as we explore the journey of Cathryn Stormont, a seasoned paid media and SEO expert, who shares her insights, mistakes, and lessons learned from over 16 years in the industry. Discover practical tips on campaign structuring, AI integration, and how to turn setbacks into success stories.Key topicsCampaign restructuring mistakes and lessonsImportance of account history and data stabilityUsing AI responsibly in PPC campaignsManaging client expectations and transparencyStrategies for effective campaign monitoring and optimizationQuotes:"Losing campaign history unsettles everything""Turn mistakes into opportunities for growth""Bid on your brand to maximize visibility"Chapters00:00 Introduction to Catherine Stormont03:42 Catherine's Skydiving Adventure06:35 Learning from Early Mistakes in PPC09:22 The Importance of Keyword History12:11 Turning Mistakes into Opportunities15:16 Monitoring Campaign Changes18:02 Applying Common Sense in PPC Strategies18:26 Navigating Account Management Challenges20:01 Learning from Mistakes in Performance Management21:13 Strategies for Recovering from Keyword Performance Issues23:05 The Importance of Honesty in Mistake Management23:28 Common Mistakes in Account Auditing26:27 The Debate on Bidding for Brand Keywords28:26 Leveraging AI Tools Effectively29:47 The Role of Creativity in Digital Marketing31:04 The Value of Discussing Mistakes in the Industry36:55 Outro.mp3ResourcesCathryn Stormont's Website - LinkedIn Profile of Cathryn Stormont PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.Join us for PPC Live eventJoin us on ⁠Slack⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠

April 22, 202649 min

EP361 - Why Great Campaigns Fail Behind the Scenes ft Peter Bowen

In this episode, Peter Bowen shares valuable insights from nearly 20 years in PPC advertising, highlighting common pitfalls and how to avoid them. Whether you're managing Google Ads for local businesses or complex lead gen campaigns, his stories provide practical lessons to refine your approach.Main topics covered:The importance of currency settings in international campaignsInfrastructure decay and system leakages affecting ad performanceThe delicate balance of bid strategies and data trackingPractical tips for systematic auditing and troubleshootingThe impact of automation and AI in modern PPC campaignsTimestamps:00:00 - Introduction to Peter Bowen and his PPC expertise00:20 - The significance of currency settings in campaign management02:45 - Handling system decay: infrastructure leaks and tracking failures05:30 - Real-world case: poor performance due to broken conversion tracking09:00 - How to implement systematic checks for campaign health12:45 - The role of bid strategies: target CPA vs. maximized conversions16:00 - Challenges and opportunities with AI Max and automation tools20:30 - Common mistakes when applying automation without strategic planning24:15 - The importance of guarding against system leaks and data loss27:00 - Practical steps: checklists, logs, and monitoring tools30:00 - Why understanding the whole system matters in PPC success33:00 - The industry’s shift from traditional to AI-powered campaigns37:00 - The myth of “statistically significant” results in PPC testing40:15 - Closing advice: learn from mistakes and build resilient systemsRemember: Making mistakes is part of growing as a PPC professional, but it’s what you learn and implement afterward that truly defines your success.Resources: ⁠Peter Bowen’s Website⁠Go to PPC Live for ⁠⁠⁠event ticketsJoin us on ⁠⁠⁠⁠Slack⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠

April 15, 202652 min

EP360 - Clean Doesn't Always Mean Better ft Charlotte Osborne

In this episode, Charlotte Osborne shares her journey through the PPC industry, including a pivotal mistake with account restructuring, and the lessons learned along the way. Whether you're a newbie or a seasoned pro, her insights on account management, AI usage, and industry collaboration are invaluable.Key TopicsCharlotte’s background in PPC and her transition from agency owner to independent consultantThe story of a significant account restructuring mistake early in her careerThe importance of a step-by-step approach and planning when restructuring accountsHow small agencies often lack formal training and frameworks, leading to errorsThe value of mentorship, peer review, and internal checks in PPC managementThe role of automation and AI in PPC: potential benefits and pitfallsRisks of giving AI too much control without human oversight ("Claudit" concept)Practical advice for handling account failures: breathe, analyze, phase changes, and experimental approachesThe industry evolution: accessibility of information, the rise of women in PPC, and the importance of sharing knowledgeTips for new PPC professionals to grow, learn, and avoid common mistakesChapters:00:00 - Introduction and episode overview01:00 - Charlotte’s background in paid search and her focus on standing out05:18 - The story of Charlotte’s account restructuring mistake06:18 - The consequences of re-writing campaigns over existing ones07:42 - The importance of backup and careful planning during restructures08:44 - Internal checks, mentorship, and learning from mistakes10:09 - Industry training gaps in small agencies11:36 - The importance of foundational PPC training and continuous learning13:01 - Industry evolution and access to PPC knowledge14:27 - Making changes slowly: phased approach and experimentation16:38 - The immediate impact of restructuring mistakes18:07 - Process improvements for account restructuring going forward20:07 - The significance of testing and pausing, not removing, campaign elements22:15 - Handling client and manager reactions to mistakes27:04 - Industry collaboration, sharing knowledge28:08 - Advice for PPC practitioners facing account crises34:38 - Common audit pitfalls: tracking and negative keywords36:32 - The importance of conversion tracking and data integrity38:15 - AI in PPC: current limitations and risks of automation43:00 - The concept of “Claudit” and responsible AI use45:17 - Final thoughts on human oversight and industry collaboration46:41 - Charlotte’s fun "movie title" for her career: "Fast and Furious in PPC"48:00 - Industry outlook: the future of PPC and community building⁠Charlotte Osborne - LinkedIn⁠⁠Smart Click Media⁠⁠PPC Live Event Schedule⁠⁠Join us on ⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠

April 8, 202643 min

EP359 - Misreported ROAS, Account Structure Chaos & AI Mistakes ft Maddie Lightening

In this episode, Maddie Lightening shares candid stories about common pitfalls in paid media management, the importance of leveraging AI wisely, and how to approach mistakes with a growth mindset. Discover practical advice on account structuring, controlling CPCs, and embracing experimentation to stay ahead in the fast-paced world of PPC.Main Topics Covered:The significance of proper account currency configuration and how currency conversion errors can impact reportingThe risks and lessons learned from outdated account structures, especially in Google AdsHow to implement CPC caps within bid strategies to regain control without performance lossThe importance of not just adopting AI but using it strategically and with purposeThe value of a "FAFO" mindset—try, fail, learn, and move forward in paid mediaTips for managing mistakes seamlessly, including transparency with clients and teamKey insights into seasonality and account adjustments during peak periodsCreative ways to break the rules with AI, like running targeted campaigns with unique placementsThe role of curiosity in PPC success — always testing and asking "what if?"Timestamps:00:00 - Introducing Maddie Lightening and her PPC background00:52 - Maddie’s journey to Head of Paid Media at Hallam02:17 - Maddie’s fun fact: from banana bread to F1 autographing03:40 - Navigating industry interests outside PPC04:36 - Common mistake: Currency conversion errors and reporting impact06:12 - Lessons from account structure mistakes inherited from other agencies07:52 - Handling performance drops without panic09:23 - When to restructure campaigns and assessing seasonal impacts11:23 - What could have been done differently during account restructuring12:44 - Client reactions to structural changes: fear vs. frustration14:23 - Managing CPC increases and external factors influencing CPCs18:38 - Implementing CPC caps in bid strategies for better control21:12 - Breaking rules: Running targeted campaigns with AI and Google restrictions22:30 - Advice for professionals discovering account mistakes23:35 - The importance of accountability and giving yourself grace25:22 - Maddie’s PPC value: FAFO — fuck around and find out26:26 - Curiosity and testing as fundamental PPC skills27:32 - Overcoming fear of AI bans in agencies28:41 - Integrating AI into routine work—don’t ban it, use it effectively30:07 - Avoiding common AI pitfalls: Providing enough context and data32:02 - The dangers of complete AI bans and staying adaptable33:55 - Future-proofing PPC strategies with AI and technology understanding36:39 - Maddie’s fun movie title: “Rush” – PPC’s fast-paced nature38:16 - Connect with Maddie on LinkedIn for more insightsResources & Links:⁠⁠⁠LinkedIn - Maddie Lightening⁠⁠⁠⁠PPC Live Event Schedule⁠Join us on ⁠⁠⁠⁠Slack⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠