EP322 - When Client Transparency Goes Wrong in PPC ft. Susan Richards-Benson Podcast Por arte de portada

EP322 - When Client Transparency Goes Wrong in PPC ft. Susan Richards-Benson

EP322 - When Client Transparency Goes Wrong in PPC ft. Susan Richards-Benson

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 Susan Richards-Benson, a 20-year PPC veteran and independent contractor, shares her experience with a devastating account suspension that cost her client tens of thousands in revenue during their busiest season—all due to client dishonesty.The Setup:Client: Indoor children's playground in FloridaTiming: Christmas period (peak season)Problem: Google Ads account suspended for "circumventing systems"The 2-Month Investigation:Google support only provided generic responsesTeam checked for malware, IP issues, site problemsDeveloper unavailable during holidaysClient increasingly frustrated as traffic plummetedKey Takeaways1. Client Transparency Works Both WaysAgencies aren't the only ones who can lack transparencyDishonest clients can create major problems for agenciesAlways verify client claims rather than taking their word2. Enhanced Onboarding ProcessRed flags to watch: Clients being "cagey" about previous data, refusing analytics access, claiming previous agencies won't release dataNew process: Screen share with clients to check existing accounts at ads.google.comDue diligence: Don't just ask—verify what accounts already exist3. Crisis Management Best PracticesDocument everything in writingFile support cases immediatelyDon't try to solve complex issues aloneStay accessible and communicate regularly with clientsBe transparent about what you're seeing on your end4. Industry Evolution Insights Then: Keyword stuffing, siloed thinking workedNow: Requires holistic approach across SEO, social, PPCKey mindset: Don't resist change—embrace it or leave the industry5. Healthy Approach to PPC MistakesMistakes are inevitable for everyone in PPCOwn up immediately and explain implicationsDon't let mistakes rattle your confidenceShare failures, not just successes, to help the community learnThe industry will humble big egos6. AI & Automation CautionsExample: P-Max with store visits has 5-7 day reporting lagBe careful with click-based conversions like "Get Directions"Don't blindly trust algorithm optimizationProfessional ImpactThis experience taught Susan to completely revamp her onboarding process and be more selective about clients who show transparency red flags. The relationship ultimately soured and ended, highlighting how client dishonesty can damage professional relationships beyond just the immediate technical problems.Bottom LineThe biggest lesson: Trust but verify. Even experienced PPC professionals can be blindsided by client dishonesty. Implementing thorough onboarding processes and maintaining detailed documentation can prevent similar disasters.00:00 Introduction to PPC Live Podcast00:49 Guest Introduction: Susan Richards-Benson02:19 Susan's Journey from Journalism to Paid Search03:48 The Evolution of Digital Marketing06:00 Fun Facts and Personal Interests06:58 The Big F-Up: A Client's Google Ads Suspension16:27 Lessons Learned and Advice for Marketers21:53 The Role of AI in PPC25:00 Conclusion and Upcoming EventsFind Susan on ⁠LinkedIn⁠Book a coaching call with ⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.The next ⁠⁠PPC Live⁠⁠ event is on July 31stFollow us on ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠Follow us on ⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠Join our ⁠⁠⁠⁠⁠⁠WhatsApp Group⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠Newsletter⁠
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