On episode 336 of PPC Live The Podcast, I interview Anthony Higman, CEO of AdSquire. Anthony’s career path is a true full-circle story: he began in the mailroom of a law firm and now runs his own company overlooking Philadelphia. His journey shows how dedication, learning from missteps, and persistence can shape a successful career.
Learning from Client Missteps
Anthony recalls one of his early “F-ups” involving clients who kept forwarding him endless emails promising fast results. Some were outright scams, while others were genuine offers that simply didn’t fit the client’s overall strategy. In one case, he allowed a client to move ahead with an SEO agency even though he doubted they’d produce meaningful outcomes. The decision backfired: performance declined, and the client went on to churn through several agencies. The lesson: building trust with clients is essential, but so is confidently steering them in the right direction, striking a balance between educating them and respecting their independence.
A Career Lesson from “Cowboy Moves”
Anthony also shares another F-up from his time at a large advertising agency managing car dealership accounts. After uncovering widespread mismanagement, he took it upon himself to overhaul the accounts, leading to major performance gains. But his “cowboy moves” clashed with internal expectations, and he was ultimately fired. That experience cemented two key insights: you must understand your own values and choose workplaces that align with them, and you need to balance doing what’s best for clients with adhering to company processes. At AdSquire, he now focuses on standardized account management and transparent communication across the team.
Managing Client Expectations in a Complex Industry
Anthony underscores how challenging it is to manage clients in a highly competitive, constantly evolving industry like PPC…