In episode 336 of PPC Live The Podcast, I speak with Anthony Higman, CEO of AdSquire. Anthony’s career journey is a full-circle story: from starting in a law firm’s post office to running his own firm with a view of Philadelphia. His experience shows how hard work, learning from mistakes, and perseverance can shape a successful career.
Learning From Client Missteps
Anthony shares his first “F-ups” with clients who sent him dozens of emails promising quick wins. While some were scams, others were legitimate opportunities that were mismanaged by the client’s strategy. At one point, Anthony allowed a client to pursue SEO at an agency despite knowing it was unlikely to deliver results. This decision backfired: the client’s results were damaged, and in the end it broke many agencies.
A key step: establishing trust with clients is important, but it is equally important to guide them strategically, balancing education and independence.
Exercise lesson from “Cowboy Moves”
Anthony recounts another F-up from early in his career when he worked at a large advertising agency handling auto dealer accounts. Finding widespread mismanagement, he adjusted the accounts independently, improving results dramatically. However, his initiative conflicted with the company’s expectations, and he was let go.
This experience reinforced two lessons: first, know your values and work when they are in line with the organization. Second, balancing customer success with company expectations is important. His approach to AdSquire now ensures consistent account management and clear communication across the team.
Managing Customer Expectations in a Complex Industry
Anthony emphasizes the difficulty of managing clients in competitive fields such as legal marketing. Clients are often looking for SEO, social media, and other services beyond PPC. While diversification can be tempting for agencies, focusing on your core competencies ensures better results and avoids wasted effort. Balancing client needs and strategic direction is key to long-term success.
The Role of Defects in Development
Anthony believes that mistakes are essential to growth. At AdSquire, he encourages team members to learn from mistakes without fear of losing work, as long as honesty and alignment are maintained. This philosophy encourages learning, accountability, and creativity within the team.
Common Mistakes in Modern Paid Search
With the growth of AI in Google ads, Anthony sees recurring mistakes, such as poorly configured search partners and location settings, default assets, and automated recommendations. While AI can improve campaigns, improper use can undermine performance. He emphasizes that strategic oversight is still important despite automation.
Key Takeaways from Anthony’s Stories
Two important lessons from Anthony’s experience:
- Protect clients strategically. Guide them away from scams and bad decisions while giving them opportunities to grow.
- Understand your personal values and work where your skills and behaviors fit. Don’t prepare for roles or positions that compromise your values.
Anthony’s philosophy shows that mistakes don’t mean failure—they can lead to redemption, innovation, and long-term success.
Looking Ahead: AI and the Future of Google Ads
Anthony predicts that the integration of AI in Google Ads will continue to increase in 2026. Although some tools may not work as well or may not be compatible, he believes that strategic oversight and the human touch are always important. Abuse of AI, such as automated video inventory generation, can produce mixed results and requires careful monitoring.
Conclusion: F-Ups Lead to Redemption
Reflecting on his work, Anthony likens his journey The Shawshank Redemption. All the F-ups contributed to the next opportunity, eventually allowing him to build AdSquire and become a top PPC promoter. The perfect lesson: embrace mistakes, learn from them, and use them as stepping stones to success.
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