EP359 - Misreported ROAS, Account Structure Chaos & AI Mistakes ft Maddie Lightening

About this episode

Maddie Lightening discusses common pitfalls in paid media management and the strategic use of AI.

In this episode, Maddie Lightening shares candid stories about common pitfalls in paid media management, the importance of leveraging AI wisely, and how to approach mistakes with a growth mindset. Discover practical advice on account structuring, controlling CPCs, and embracing experimentation to stay ahead in the fast-paced world of PPC. Main Topics Covered: The significance of proper account currency configuration and how currency conversion errors can impact reporting The risks and lessons learned from outdated account structures, especially in Google Ads How to implement CPC caps within bid strategies to regain control without performance loss The importance of not just adopting AI but using it strategically and with purpose The value of a "FAFO" mindset—try, fail, learn, and move forward in paid media Tips for managing mistakes seamlessly, including transparency with clients and team Key insights into seasonality and account adjustments during peak periods Creative ways to break the rules with AI, like running targeted campaigns with unique placements The role of curiosity in PPC success — always testing and asking "what if?" Timestamps: 00:00…

People in this episode

Host: Anu Adegbola

Guest: Maddie Lightening

Topics covered

• paid media management
• AI in marketing
• account structuring
• CPC control
• growth mindset
• mistake management
• PPC experimentation

Keywords

• ROAS
• account structure
• CPC caps
• FAFO mindset
• seasonality
• currency conversion
• PPC success
• experimentation

Mentioned in this episode

Organizations: Hallam

More episodes of PPC Live The Podcast - The F*ck ups that led to Triumphs

• The €30K Underspend That Broke Client Trust ft. Simran Harichand · June 10, 2026 · 48 min
• EP367 - The Cost of Doing Everything Yourself ft. Teo Yordanov · June 3, 2026 · 45 min
• EP366 - Year 1 compilation ft. Nils Rooijmans, Amy Hebdon, Matt Shenton, Heidi Sturrock, Andrea Cruz, Boris Beceric, Anthony Higman & Elisabetta Nicoli · May 28, 2026 · 38 min
• EP365 - The Toggles That Cost Thousands ft Menachem Ani · May 20, 2026 · 36 min
• EP364 - The PPC Expert vs. The Client’s Gut Feeling ft Dean Kadi · May 13, 2026 · 37 min
• EP363 - The Campaign Looked Perfect — Until It Didn’t ft Veronika Höller · May 6, 2026 · 45 min