In this episode, Scott shares his extensive experience in paid search, discusses common mistakes in Google Ads management, and offers practical advice on avoiding costly errors. Tune in to learn how to optimize your campaigns and leverage AI responsibly.

Key Topics:

• Common Google Ads mistakes and how to avoid them
• The importance of proper conversion tracking and setup
• Using AI and automation responsibly in PPC campaigns
• Lessons learned from campaign budget overspending
• The role of testing and monitoring in campaign success

Chapters

00:00 Introduction to Scott and his background

01:00 Scott's experience with public speaking and industry involvement

03:39 Scott's personal fun fact: walking 100,000 steps in a day

06:13 Scott's first major mistake: booking his stag do on the same weekend as a speaking engagement

08:06 The costly mistake of overspending with Smart Bidding

12:42 Rebuilding trust after a campaign budget error

17:33 Impact of new tools and updates in PPC

20:44 Key takeaway: monitor significant changes in campaigns

24:17 Misconceptions about Performance Max audiences

26:24 Using audience targeting effectively in Performance Max

28:12 The debate over broad match versus phrase and exact match

29:21 Common AI mistakes in PPC and how to use it responsibly

32:24 Communicating AI insights to clients

34:13 Scott's movie title: The Problem Is The Job

Find Scott on LinkedIn

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In this episode, Ana Kostic shares her journey in PPC, a major mistake involving account restructuring, and lessons learned about business stability and AI in advertising.

key topics

Account restructuring and its impact on performance

The importance of understanding business metrics in PPC

Effective communication with clients during crises

Using AI responsibly in digital marketing

Lessons learned from a significant PPC mistake

Chapters

00:00 Introduction to Ana Kostic and her background

01:14 Ana's journey in PPC and her experience in Spain

02:48 Ana's fun fact: Traveling as a digital nomad

05:51 The major mistake: Account restructuring and traffic drop

09:37 The emotional and business impact of restructuring

14:20 Support from management and learning from mistakes

19:42 Signs to watch for before restructuring an account

22:45 Stability vs. growth in PPC strategies

24:07 Handling client communication during performance drops

26:40 Lessons learned: Business understanding and account management

34:38 Common PPC mistakes in 2026 and how to avoid them

36:48 AI in Google Ads: Best practices and pitfalls

41:15 Using AI creatively and responsibly in campaigns

43:14 Ana's movie: Big with Tom Hanks

44:12 Upcoming events and where to find Ana

guest links

Ana Kostic on LinkedIn - es.linkedin.com/in/anakostic/en

PPC Live - https://www.ppc.live

In this episode, Heather Robinson, a seasoned Google Ads specialist, shares her journey into freelancing, the importance of community, and valuable lessons from her biggest F ups in PPC. Discover practical advice on avoiding common mistakes, the role of honesty with clients, and how testing and transparency can build trust and success.

Key Topics:

• Heather Robinson's freelancing journey since 2012
• The importance of community for freelancers
• A costly PPC F up involving overspending
• The significance of honesty with clients
• The role of testing and checklists in PPC management
• Impact of AI tools and their current limitations
• Strategies for managing client expectations and mistakes
• The long-term perspective in PPC careers

Chapters

00:00 Introduction to Heather Robinson

02:54 The Journey to Freelancing

05:56 The Importance of Community for Freelancers

08:59 Learning from Mistakes: The F-Up Story

12:03 Client Communication and Honesty

15:09 Mistakes in PPC: Common Pitfalls

17:54 AI in PPC: Opportunities and Challenges

20:58 The Long Game in PPC

24:09 Final Thoughts and Advice for Freelancers

Resources

• Heather Robinson on LinkedIn
• The Freelance Life on Substack

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