On episode 324 of PPC Reside The Podcast On the most recent episode of PPC Reside: The Podcast, host Anu Adegbola sat down with PPC advisor Adrienne Shaver to speak about one thing each marketer experiences however few overtly admit: messing up.
Adrienne, who helps B2B SaaS and B2B manufacturers develop via a mixture of PPC, web optimization, and AI-driven methods, didn’t draw back from sharing a few of her greatest early errors—and the way they turned the inspiration for her profession progress.
From Effectivity to Oversight
Adrienne’s story begins on the planet of web optimization, the place she managed content material for greater than 80 purchasers without delay. Within the rush to get issues executed, one weblog slipped via with the unsuitable consumer’s title hooked up. “My abdomen dropped so arduous,” she recalled. “I believed, that’s it, my profession is over.”
As a substitute, her supervisor modeled tips on how to deal with it with professionalism, whereas Adrienne took accountability and rapidly put guardrails in place to verify it didn’t occur once more. That lesson in transparency caught along with her.
Later, whereas transitioning into PPC, Adrienne tried to streamline advert copywriting by making a single doc of ready-made phrases she may adapt throughout purchasers. It appeared good—till her supervisor caught almost similar copy written for 2 competing med spa accounts. “We are able to’t do this,” her supervisor reminded her. It was one other robust however precious lesson in balancing effectivity with element.
The Significance of Guardrails
Right now, Adrienne emphasizes safeguards, second eyes, and course of as non-negotiables. “Errors will occur,” she mentioned, “however what issues is the techniques you set in place to stop them sooner or later.”
Her greatest recommendation to freelancers and consultants?
Take accountability instantly. Personal the error slightly than deflecting blame.
Present your plan. Purchasers recognize figuring out what steps you’ll take to verify it doesn’t occur once more.
Ask for assist. Contemporary eyes from a supervisor or peer can catch what you would possibly miss.
On AI and Business Shifts
Adrienne additionally shared her perspective on AI in promoting. Too typically, she sees manufacturers deal with instruments like ChatGPT as in the event that they’re flawless serps. “It’s not magic,” she mentioned. “You want context, prompting, and human oversight. AI must be handled like a coworker—you should prepare it.”
She additionally cautioned towards outdated business practices, noting that handbook CPC bidding continues to be surprisingly frequent in 2025. Reporting, too, typically lags behind. “Impressions and CTR aren’t sufficient,” Adrienne confused. “Purchasers want perception deeper down the funnel—on leads, conversions, and progress.”
Why Speaking About F-Ups Issues
For Adrienne, sharing errors overtly is simply as necessary as sharing wins. Too many juniors in PPC panic after they make their first mistake, believing they’ve failed. “No success comes with out failures,” she defined. “Fail typically, however study from it. That’s the way you develop into a greater marketer.”
When requested what sort of film her PPC profession can be, Adrienne laughed and described it as a “scary comedy”—stuffed with moments the place you wish to yell, “Don’t go within the basement!” but in addition stuffed with humor, classes, and progress.
Ultimate Ideas
Adrienne’s profession proves that errors don’t outline you—the way you deal with them does. By embracing accountability, constructing sturdy processes, and staying clear with purchasers, she turned her early f-ups right into a supply of belief and credibility.
As Anu closed the dialog, she reminded listeners that PPC is altering quicker than ever. What was finest apply a couple of years in the past is outdated at this time. The secret is staying adaptable—and remembering that even errors can push you ahead.
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Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra. In 2008, Anu’s profession began with delivering digital advertising and marketing campaigns (largely however not completely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising and marketing departments via inspiring management each on company, consumer and advertising and marketing tech aspect. Outdoors enhancing Search Engine Land article she is the founding father of PPC networking occasion – PPC Reside and host of weekly podcast PPC Reside The Podcast.
She can be a world speaker with among the phases she has introduced on being SMX (US, UK, Munich, Berlin), Pals of Search (Amsterdam, NL), brightonSEO, The Advertising Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Reside, AdWorld Expertise (Bologna, IT) and extra.
