On episode 324 of PPC Live The Podcast On the latest episode of PPC Live: The Podcast, host Anu Adegbola sat down with PPC consultant Adrienne Shaver to talk about something every marketer experiences but few openly admit: messing up.
Adrienne, who helps B2B SaaS and B2B brands grow through a mix of PPC, SEO, and AI-driven strategies, didn’t shy away from sharing some of her biggest early mistakes—and how they became the foundation for her career growth.
From Efficiency to Oversight
Adrienne’s story starts in the world of SEO, where she managed content for more than 80 clients at once. In the rush to get things done, one blog slipped through with the wrong client’s name attached. “My stomach dropped so hard,” she recalled. “I thought, that’s it, my career is over.”
Instead, her manager modeled how to handle it with professionalism, while Adrienne took accountability and quickly put guardrails in place to make sure it didn’t happen again. That lesson in transparency stuck with her.
Later, while transitioning into PPC, Adrienne tried to streamline ad copywriting by creating a single document of ready-made phrases she could adapt across clients. It seemed smart—until her manager caught nearly identical copy written for two competing med spa accounts. “We can’t do that,” her manager reminded her. It was another tough but valuable lesson in balancing efficiency with detail.
The Importance of Guardrails
Today, Adrienne emphasizes safeguards, second eyes, and process as non-negotiables. “Mistakes will happen,” she said, “but what matters is the systems you put in place to prevent them in the future.”
Her biggest advice to freelancers and consultants?
- Take accountability immediately. Own the mistake rather than deflecting blame.
- Show your plan. Clients appreciate knowing what steps you’ll take to make sure it doesn’t happen again.
- Ask for help. Fresh eyes from a manager or peer can catch what you might miss.
On AI and Industry Shifts
Adrienne also shared her perspective on AI in advertising. Too often, she sees brands treat tools like ChatGPT as if they’re flawless search engines. “It’s not magic,” she said. “You need context, prompting, and human oversight. AI should be treated like a coworker—you need to train it.”
She also cautioned against outdated industry practices, noting that manual CPC bidding is still surprisingly common in 2025. Reporting, too, often lags behind. “Impressions and CTR aren’t enough,” Adrienne stressed. “Clients need insight deeper down the funnel—on leads, conversions, and growth.”
Why Talking About F-Ups Matters
For Adrienne, sharing mistakes openly is just as important as sharing wins. Too many juniors in PPC panic when they make their first mistake, believing they’ve failed. “No success comes without failures,” she explained. “Fail often, but learn from it. That’s how you become a better marketer.”
When asked what kind of movie her PPC career would be, Adrienne laughed and described it as a “scary comedy”—full of moments where you want to yell, “Don’t go in the basement!” but also filled with humor, lessons, and growth.
Final Thoughts
Adrienne’s career proves that mistakes don’t define you—how you handle them does. By embracing accountability, building strong processes, and staying transparent with clients, she turned her early f-ups into a source of trust and credibility.
As Anu closed the conversation, she reminded listeners that PPC is changing faster than ever. What was best practice a few years ago is outdated today. The key is staying adaptable—and remembering that even mistakes can push you forward.
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