On episode 337 of PPC Live The Podcast, I interview Amy Hebdon, an international paid search specialist and founder of Paid Search Magic. The episode digs into the real stories behind paid media work—missteps, unexpected outcomes, and key lessons—rather than focusing solely on tactics. With experience across many industries and digital marketing channels, Amy offers insights that are especially useful for marketers handling complex campaigns.
Early career mistakes and learning experiences
Amy recalls a pivotal early-career situation with a fitness client whose creative assets didn’t meet Google Ads requirements. Although she was trying to safeguard the account and stay compliant with platform rules, the way she handled a high-pressure meeting with senior leadership created tension with the creative team. Looking back, she believes the decision itself was right for the account, but she could have communicated it more diplomatically to protect relationships and support smoother collaboration going forward.
Accountability and oversight in campaign management
Amy also shares another early error involving a low-priority account she was temporarily managing alone. Because an insertion order expired and went unnoticed, the account sat inactive for several weeks. The incident underscored the need for individual accountability, regular monitoring, and clear processes—even for small or low-touch campaigns. She points out that both her own lapse and the client’s missing internal safeguards played a role in the issue.
Stakeholder management and communication
Across these stories, Amy underscores how critical it is to understand stakeholder priorities and manage relationships thoughtfully. She notes that choices that appear correct from a purely tactical or performance standpoint can still have significant relationship and political consequences if communication and expectations aren’t handled with care.