In episode 339 of PPC Live The Podcast, I speak with Kirk Williams, a long-time PPC expert who has been in the industry since 2009. Kirk is the founder of Zato, a small PPC agency, and the author of Reflections of PPC Professionals again Stop the Scale. He is also a familiar face on the global conference circuit, speaking at events such as BrightonSEO, SMX, HeroConf, and more.
Big If-Up: Taking on the wrong clients
Kirk’s biggest mistake wasn’t a pitch error or a bad bid — it was taking clients who weren’t the right fit.
He explains that these decisions often come in times of stress: seeking rapid growth, dealing with customer churn, or navigating tough economic times. During those times, the warning signs were there, but they were ignored.
The result? A temporary client relationship that consumes time, energy, and discipline.
Why are the “wrong” clients so expensive
Kirk is careful to define “bad” not as morally wrong, but simply wrong. An inefficient client creates several hidden costs:
- Emotional tax: Team members are drained of energy due to constant tension, conflict, and tension.
- Time tax: More calls, more explanations, more dispute resolution.
- Finance tax: Reduced profits and, in some cases, refunded fees just to come out clean.
Over time, these costs add up and take the focus away from clients where the agency can deliver real value.
Red flags Kirk wishes he’d acted on quickly
Looking back at one client, Kirk shares a few warning signs that he now takes very seriously:
- Emotionally immature communication during discovery
- Aggressive or defensive reactions to price negotiations
- Disregarding the agency as a separate entity with its own boundaries
- The idea is that the agency exists only to “help” the client
This behavior often points to deeper issues that emerge later such as unrealistic expectations and ongoing conflict.
Fit is about personality again expectations
Kirk emphasizes that equality is not just about being “good.” You can have a fun contact that isn’t a good fit yet.
A major problem arises when clients expect PPC to perform better than the channel can deliver. If a business believes that Google Ads alone should drive all growth – without branding, CRO, or other marketing channels – the relationship is destined to fail.
If expectations and reality don’t match, no amount of improvement will fix it.
The industry equals the reality check
Some industries and types of clients are not suitable for every agency. Kirk openly shares that he avoids legal clients, not because they’re “bad,” but because the traditional communication style and expectations don’t match the way he and his team work.
Fit is personal. Knowing who you are don’t do it who you want to work with is just as important as knowing who you are doing.
The discovery process as a detective work
To solve the client fit problem, Kirk revamped his acquisition process. Instead of selling first, you focus on understanding.
The main areas they explore:
- Why the thought is looking for an agency now
- They believe how PPC fits into their overall marketing strategy
- That they understand the trade-off between scale and efficiency
- What they didn’t like – and what they liked – about their previous agency
One important question: “What did you like about your last agency?”
If a prospect can’t answer it, that’s usually a sign of unrealistic expectations rather than poor past performance.
Asking better questions improves sales, too
Counterintuitively, Kirk says deep acquisition doesn’t hurt sales — it improves it. Prospects can experience genuine curiosity and alignment. By the time the price is discussed, both parties already understand that the relationship makes sense.
The result is fewer snap decisions, fewer failed interactions, and stronger long-term relationships.
PPC is not a standalone growth strategy
Both Anu and Kirk emphasize an important point: PPC cannot – and should not – run an entire business by itself.
Paid search works best as part of a broader marketing ecosystem that includes brand, product, customer experience, and other channels. When clients expect PPC to do “all the heavy lifting,” it’s a structural problem, not a functional one.
Final thoughts: protect your team and yourself
The biggest takeaway from this episode is simple but powerful: assessing clients is as much a mental health strategy as a business.
Strong acquisition processes protect agencies, consultants, and in-house teams from burnout, frustration, and constant uphill battles. Saying “no” early can be healthier – and more profitable – than saying “yes” to the wrong opportunity.
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