In this episode of PPC Live The Podcast, Kirk Williams discusses the importance of identifying client fit in the PPC industry. He shares insights on recognizing red flags in client relationships, the significance of mutual respect, and the role of expectations in performance.

Kirk emphasizes the need for a thorough discovery process to ask the right questions and ensure a good fit between agencies and clients. He also highlights the importance of long-term strategies for maintaining healthy client relationships and avoiding common pitfalls in the industry.

Takeaways

• Taking on clients that aren't a good fit can be emotionally taxing.
• Identifying red flags early can save time and resources.
• Mutual respect between agency and client is crucial.
• Expectations around PPC performance must be aligned.
• The discovery process is key to understanding client needs.
• Asking the right questions can reveal underlying issues.
• Long-term strategies are essential for agency success.
• PPC should work in tandem with other marketing channels.
• Building trust in the early stages of a client relationship is vital.
• Avoiding clients who don't respect your value is important.

Chapters

00:00 Introduction and Background

03:00 Identifying Client Fit Issues

06:08 Red Flags in Client Relationships

09:01 The Importance of Mutual Respect

12:01 Expectations and Performance in PPC

14:54 Discovery Process and Client Questions

18:01 Long-term Strategies for Client Relationships

20:58 Final Thoughts and Industry Insights

Find Kirk on LinkedIn

PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

Upcoming: ⁠⁠⁠⁠⁠⁠⁠⁠PPC Live event⁠⁠⁠⁠⁠⁠⁠⁠, February 5th, 2026 at StrategiQ's London offices (where Dragon's Den was filmed!) featuring Google Ads script master Nils Rooijmans.

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In this episode of PPC Live The Podcast, host Anu Adegbola welcomes Nick Handley, a seasoned digital marketer and co-host of the Prompted podcast. They discuss Nick's journey in the PPC industry, including a significant early career mistake involving a URL change that led to the disapproval of ads during a crucial Black Friday campaign. Nick shares how he learned the importance of attention to detail and the value of having a supportive team, particularly highlighting the role of his colleague Max in helping him navigate the crisis. The conversation also touches on the evolving landscape of digital marketing, the integration of AI, and the importance of maintaining mental health in a high-pressure environment.

Takeaways

• Mistakes are part of the learning process.
• Always double-check your work, especially in high-stakes situations.
• Having a supportive team can make a significant difference in overcoming challenges.
• AI should complement, not replace, foundational skills in marketing.
• Mental health is crucial in the fast-paced world of digital marketing.

Chapters

00:00 Introduction to Nick Handley

05:51 Nick's Early Career Mistake

12:56 Learning from Mistakes and Accountability

18:18 Implementing Guardrails in PPC

25:00 Mental Health in Digital Marketing

30:34 Common Mistakes in Budget Management

32:56 The Role of AI in Marketing

37:11 The Importance of Vulnerability in Leadership

40:22 Closing Thoughts and Movie Title

Follow Nick on LinkedIn

Links spoken about -

https://aistudio.google.com/apps
https://platform.openai.com/chat/edit?models=gpt-5&optimize=true

PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

Upcoming: ⁠⁠⁠⁠⁠⁠⁠PPC Live event⁠⁠⁠⁠⁠⁠⁠, February 5th, 2026 at StrategiQ's London offices (where Dragon's Den was filmed!) featuring Google Ads script master Nils Rooijmans.

Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode of PPC Live The Podcast, Anu Adegbola interviews Amy, a seasoned paid search expert, discussing her experiences and lessons learned from mistakes in the industry. They explore the importance of stakeholder management, accountability, and the role of AI in digital marketing. Amy shares insights on common mistakes in PPC campaigns and emphasizes the need for a strategic approach over mere tactical execution. The conversation also touches on future trends in Google Ads and the significance of maintaining relationships in the industry.

Takeaways

Everyone makes mistakes and it doesn't define you.

It's important to consider your stakeholders in decision-making.

Focus on relationships, not just the account.

AI can produce answers that feel right but may be wrong.

Tactics should support a larger strategy in digital marketing.

Check-ins are essential when subcontracting work.

The results from paid search can feel magical but require strategy.

You need to justify burning bridges in professional relationships.

Being accountable is crucial for team dynamics.

Future trends in Google Ads will continue to evolve, focusing on efficiency.

Chapters

00:00 Introduction and Background

03:00 The Importance of Stakeholder Management

06:04 Learning from Mistakes in Paid Search

09:54 Accountability and Team Dynamics

12:55 The Role of AI in Paid Search

20:00 Common Mistakes in Digital Marketing

24:02 Future Trends in Google Ads

28:59 Final Thoughts and Advice

Follow Amy on LinkedIn

PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

Upcoming: ⁠⁠⁠⁠⁠⁠PPC Live event⁠⁠⁠⁠⁠⁠, February 5th, 2026 at StrategiQ's London offices (where Dragon's Den was filmed!) featuring Google Ads script master Nils Rooijmans.

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