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

Hosted by Anu Adegbola

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379

Latest episode

Oct 2026

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EN-GB

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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60 recent

October 28, 202653 min

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.” Chapters 00:00 Meet Chris: commercial thinking beyond Google Ads 04:11 The client loss behind the lesson 06:39 Why higher ROAS missed the stock and cash problem 10:35 Profit is not the whole commercial picture 14:10 Why channels need different success measures 18:28 Changing onboarding: question the objective 21:25 Talk to finance, merchandising, and operations 24:46 Targets must move with ecommerce conditions 27:50 Give Google Ads the right business context 31:21 How to respond when a client leaves 33:29 PPC horror stories and the product-feed blind spot 40:36 AI recommendations need human scrutiny 48:27 Moneyball and the numbers that help you win Find Chris on ⁠⁠ ⁠LinkedIn⁠⁠⁠ , JudeLuxe , and PPC Live Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠⁠⁠PPC Live event

October 21, 202645 min

The PPC Disaster Nobody Noticed for 90 Days ft Rémi Kerhoas

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 topics The importance of automation in PPC Lessons from a major Google Ads account mistake The role of AI in modern marketing Strategies for client retention and trust The evolution of paid search over 15+ years The impact of industry changes on marketing tactics Chapters 00:00 Introduction and guest background 02:38 Rémi's fun fact about AI news reading 03:32 Studying abroad in Newcastle and partying tips 05:32 Starting in Vancouver and moving into agency work 07:12 Handling a massive Silicon Valley Google Ads account 08:24 The pressure of managing high-stakes campaigns 11:19 Lack of early alerting tools and its consequences 12:39 Reflections on mistakes and client trust 15:42 The importance of automation and AI in PPC 18:55 What to do if a campaign goes wrong 22:01 Key takeaways on automation and industry evolution 23:22 Common mistakes in client audits and automation 25:42 The importance of understanding your client's business 27:46 The impact of AI and search behavior changes 30:20 The enduring relevance of keywords in PPC 33:18 The future of keyword strategies and automation 36:19 Balancing automation with human insight 39:31 The value of discussing mistakes openly 40:34 Final thoughts and key industry advice Find Rémi on ⁠⁠ LinkedIn⁠⁠ Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠⁠PPC Live event

October 14, 202644 min

120 Clients, €4 Million & Burnout: The Hidden Cost of Saying YES ft Matt Beks

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 topics Matt Beks' career journey spanning over 20 years The importance of data in marketing success Common mistakes in PPC and client management The role of diversity of thought in team building The impact of AI on marketing and the need for human touch Interview tips and the importance of saying no The significance of authenticity and personality in marketing The value of sharing mistakes and learning from them Chapters 00:00 Introduction and guest background 02:15 Matt's career journey and industry experience 04:20 The evolution of marketing with AI 07:43 Common mistakes in PPC and client scope 11:57 Burnout and team management lessons 16:35 Interview process and candidate tips 20:54 The importance of diversity and culture 26:56 Industry mistakes and AI overreliance 33:26 The power of personality and human touch 37:36 Fun question: Career movie title Find Matt on ⁠ LinkedIn⁠ Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event

October 7, 20261 hr 32 min

Say No, Get Better Results: A PPC Lesson in Client Boundaries ft Eleasha Reay

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 topics Managing client relationships and setting boundaries Common PPC mistakes and how to avoid them Using AI Max and other AI tools effectively Importance of trust and communication in PPC Strategies for campaign optimization and cost savings Chapters 00:00 Introduction to Eleasha Reay and her PPC journey 02:05 Fun facts and personal side quests 04:01 Common mistakes in PPC client relationships 07:53 The importance of setting boundaries with clients 12:00 How to build trust through firm boundaries 15:55 Supporting your team and leadership in managing client expectations 18:04 Advice for clients new to PPC and managing distrust 21:03 Key takeaways for managing mistakes and expectations 26:05 Impressing clients with account audits and strategies 32:00 Approaching new AI tools like AI Max correctly 37:55 The importance of search term management and guardrails 42:56 Upcoming PPC events and networking opportunities 43:58 Final thoughts and advice for PPC professionals Find Eleasha on ⁠LinkedIn⁠ Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event

September 23, 202643 min

The Day a QVC Takeover Blew the PPC Budget ft. Chris Kostecki

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 Topics The significance of understanding business context in campaign management Lessons learned from a major PPC mistake involving TV advertising The role of communication and accountability in digital marketing teams Strategies for testing and adopting new advertising technologies Industry response to platform updates and automation Chapters 00:00 Introduction to Chris Kostecki and his expertise 00:31 Chris's background and experience in digital marketing 01:28 Chris's passion for supporting digital goals beyond search 02:25 Introduction to the main story: a major PPC mistake 04:30 The TV campaign takeover and its impact 05:43 Key lesson: understanding business context and timing 07:45 Immediate response and campaign shutdown 08:53 Accountability and ownership of mistakes 11:37 Organizational structure and communication gaps 14:24 Checklist and process improvements post-mistake 16:31 Common industry mistakes and strategic errors 18:20 Handling platform updates and automation challenges 22:01 The importance of process and data analysis 25:22 Industry reaction to rapid update cycles 28:24 Communication and transparency from platform providers 31:49 The value of patience and strategic testing 34:17 The significance of sharing mistakes for industry growth 37:24 Encouraging a culture that accepts mistakes and learning 39:00 Final thoughts and personal reflections 39:49 Where to find Chris and upcoming events Find Chris on LinkedIn Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next PPC Live event

September 16, 202638 min

The Learning Phase: A $50K PPC Mistake and What It Taught Me ft. Arin Gharapetian

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 topics The importance of understanding client processes in campaign management Lessons learned from a $50,000 Google Ads campaign mistake Strategies for effective communication with stakeholders The role of AI and automation in modern marketing Best practices for tracking conversions and measuring success The significance of patience and testing in campaign optimization How to handle industry updates and changes effectively The value of owning mistakes and learning from them Chapters 00:00 Introduction to Arin Gharapetian and his expertise 02:08 Arin's background and approach to marketing for healthcare and service businesses 04:30 Arin shares a costly Google Ads mistake involving bid strategy changes 07:42 The importance of cross-department communication in campaign success 10:39 Lessons on testing, patience, and learning from campaign mistakes 13:11 Handling industry updates and AI tools responsibly 16:02 Advice for managing mistakes and stakeholder expectations 18:32 Implementing new processes and continuous learning in campaign management 21:02 Key takeaways: embracing mistakes and ongoing education 22:05 Common industry mistakes and how to avoid them 24:41 The impact of AI on marketing and what to watch out for 28:13 Final thoughts on AI, industry changes, and continuous improvement Find Arin on ⁠ LinkedIn⁠ Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠

September 9, 202650 min

Google Ads AI Isn’t Strategic — You Still Need to Be ft Mike Ryan

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 topics AI Max and its impact on campaigns Common PPC mistakes and how to avoid them The importance of data segmentation and guardrails Lessons learned from campaign failures The role of curiosity and critical thinking in PPC Chapters 00:00 Introduction and guest background 02:05 Mike's role and expertise in PPC 05:03 The importance of sharing mistakes and lessons 07:01 Mike's experience with AI Max and early mistakes 10:09 How AI Max can target competitor terms unexpectedly 13:07 The importance of checking search terms early 16:57 The impact of market fears on ROAS targets 19:59 Controlling AI Max with negative keywords and settings 22:58 The significance of data consolidation and segmentation 26:57 Advice for avoiding campaign pitfalls 30:05 Responding to campaign errors with transparency 33:57 The evolving role of campaign structure and guardrails 37:06 New Google updates and strategic responses 40:07 Behavioral responses to Google's August 17 update 45:00 Market-wide effects of ROAS target changes Find Mike on LinkedIn Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠

September 2, 202645 min

We Wasted 4 Months Optimizing for the Wrong Leads ft. Saif Al-Jabbar Khan

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 topics Saif's career transition from DevOps to marketing Importance of defining qualified leads early Common mistakes in conversion tracking Using AI for nuanced account analysis The role of WhatsApp in Middle Eastern marketing Strategies for managing client expectations The impact of landing pages on campaign success Lessons learned from account audits Chapters 00:00 Introduction and Guest Background 03:58 The Importance of Qualified Lead Definition 11:52 Improving Lead Qualification Rates 15:49 The Role of Landing Pages and Client Communication 20:04 Adapting Strategies Based on Data Insights 22:09 The Impact of Data and System Changes 24:00 Advice for Paid Search Marketers Facing Crises 26:00 Reviewing and Refining Lead Criteria 30:03 Common Mistakes in Account Management 33:56 Using AI for Nuanced Account Analysis 36:02 WhatsApp as a Key Channel in Dubai 38:08 AI and Privacy Considerations 42:09 The Role of Journey Aware Bidding 43:47 Final Tips for Paid Search Success 45:02 Fun Question: PPC Movie Title 45:57 Upcoming Events and Networking Opportunities Find Saif on LinkedIn Join us on ⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠

August 26, 202651 min

Conversion Tracking, AI & the PPC Fundamentals We Keep Forgetting ft Lisandro Franky IV

In this episode, Lisandro Franky shares insights on conversion tracking mistakes, industry responses to AI, and best practices for digital marketing success. Key topics Conversion tracking mistakes and solutions Impact of AI on marketing industry Best practices for campaign optimization Data analytics and anomaly detection Client communication and transparency Chapters 00:00 Introduction to Frankie and his background 02:10 Frankie’s experience with digital marketing and AI 05:39 Common mistakes in conversion tracking 09:09 Detecting and fixing tracking issues 14:07 Human vs system errors in data feed 20:22 Building anomaly detection platforms 27:09 Fixing data feed issues in bidding platforms 36:30 Importance of data granularity and account management 44:28 Privacy and ethical considerations in AI use 45:05 Frankie’s advice for marketers facing tracking issues Find Franky on LinkedIn and Mochee Join us on ⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠

August 19, 202651 min

Why Optimizing Google Ads Wasn’t Fixing Revenue ft Craig Graham

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 topics The complexity of attribution systems Connecting marketing channels for better insights Common mistakes in conversion tracking The importance of holistic marketing systems The role of AI in marketing attribution Lessons from managing over 100 million in ad spend The impact of Google updates on marketing strategies Strategies for effective cross-channel marketing Chapters 00:00 Introduction to Craig and his expertise in paid media 02:00 Creating effective attribution systems in healthcare 04:05 Understanding different attribution models for channels 05:05 The role of AI in marketing attribution 07:01 Balancing work and family life as a remote worker 08:58 Adapting to pandemic conditions and remote work 11:04 Early career challenges with marketing and attribution 13:04 The importance of understanding business-level metrics 15:55 Connecting financial data with marketing efforts 18:55 The system approach to marketing and business success 22:00 Common mistakes in marketing accounts and how to avoid them 35:03 The impact of Google updates and how to adapt 45:04 The importance of continuous learning and adaptation Find Craig on Linkedin Join us on ⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠