Show notes
In this episode of PPC Live The Podcast, Anu Adegbola interviews Anthony Higman, CEO of AdSquire, who shares his journey in the world of paid search, the mistakes he's made, and the lessons learned along the way. Anthony discusses the importance of building trust with clients, navigating client relationships, and the significance of agency consistency. He emphasizes the need for professionals to find the right fit in their careers and the importance of allowing mistakes as a part of the learning process. The conversation also touches on the role of AI in PPC and predictions for its future in advertising.Takeaways:Establishing trust with clients is crucial for success.Mistakes in PPC are inevitable and can lead to growth.It's important to protect clients from scams while being open to new ideas.Finding the right fit in a job is essential for happiness.Agency consistency in managing accounts is key to success.Allowing team members to make mistakes fosters a learning environment.AI is becoming increasingly integrated into PPC strategies.Communication is vital in client-agency relationships.Understanding the fundamentals of PPC is essential for success.Every mistake can lead to valuable lessons and future success.Chapters00:00 Introduction to Anthony Higman02:30 Anthony's Journey in Digital Marketing05:35 The Importance of Learning from Mistakes06:07 Building Trust with Clients10:52 Navigating Client Relationships and Scams12:25 The Challenge of Client Education15:15 Agency Dynamics and Competition19:38 Lessons from a Past Job Experience23:53 Navigating Client Relationships and Agency Dynamics27:28 Finding the Right Fit: Employer-Employee Alignment29:50 Learning from Mistakes: The Value of F-ups33:35 Creating a Culture of Learning from Mistakes35:49 AI in Advertising: Opportunities and Pitfalls41:39 The Future of AI in Google AdsFollow Anthony on LinkedIn and TwitterPPC 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 LinkedInFollow us on TwitterJoin our Whatsapp group - https://bit.ly/pluwhatsappSubscribe to our Newsletter - https://ppc.live/newsletter-sign-up/
