In episode 339 of PPC Live The Podcast, I interview Kirk Williams, a veteran PPC expert who’s worked in paid media since 2009. Kirk is the founder of Zato, a boutique PPC micro-agency, and the author of Ponderings of a PPC Professional and Stop the Scale. He’s also a regular speaker on the international conference scene, having presented at BrightonSEO, SMX, HeroConf, and many others.
The big f-up: Saying yes to the wrong clients
Kirk’s most significant mistake wasn’t a tracking issue or a bidding blunder — it was agreeing to work with clients who weren’t truly aligned with his agency. He notes that these choices usually happened under pressure: the urge to scale fast, replace churned clients, or survive tougher economic stretches. The red flags were there, but he pushed them aside. The outcome? Short-term engagements that sapped time, energy, and team morale.
Why “bad fit” clients become so expensive
Kirk is quick to clarify that “bad” doesn’t mean unethical; it simply means misaligned expectations or values. A misfit client brings several hidden costs:
- Emotional tax: The team feels worn down by friction, arguments, and ongoing tension.
- Time tax: Extra meetings, repeated explanations, and constant conflict management.
- Financial tax: Lower margins and, at times, returning fees just to end the relationship smoothly.
Over time, these taxes stack up and pull attention away from clients where the agency can genuinely drive strong results.
Red flags Kirk wishes he’d respected earlier
Reflecting on one specific client, Kirk highlights several early signals he now treats as serious warnings, including:
- Emotionally immature communication…