{"id":27004,"date":"2025-11-19T22:51:14","date_gmt":"2025-11-19T17:21:14","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=27004"},"modified":"2025-11-19T22:51:54","modified_gmt":"2025-11-19T17:21:54","slug":"ppcchat-what-is-the-dumbest-take-youve-heard-on-ppc","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-what-is-the-dumbest-take-youve-heard-on-ppc\/","title":{"rendered":"PPCChat | What is the dumbest take you\u2019ve heard on PPC? | 18th November 2025"},"content":{"rendered":"\n

Hosted by Julie F. Bacchini<\/a>, this week’s session explored the worst takes on running a PPC business\u2014whether freelancing, consulting, or working in-house. Experts were asked to share the most misguided advice they\u2019ve ever heard in digital advertising. And finally, they examined the unhelpful myths around managing clients and stakeholders in the PPC world.<\/p>\n\n\n\n\n\n\n\n

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Q1: What is the dumbest take you\u2019ve heard for paid search advertising (will have a separate social ads question)?<\/strong><\/h4>\n\n\n\n
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“NO ONE clicks on paid search ads!!” @Liorkrolewicz<\/a><\/p>\n\n\n\n

I\u2019ll kick off with a classic – that somehow doing search ads impacts your organic results position. @NeptuneMoon<\/a><\/p>\n\n\n\n

More recently – condense all your campaigns down into one campaign to rule them all\u2026 @NeptuneMoon<\/a><\/p>\n\n\n\n

Please invest more in search than awareness channels, we need LOTS of search traffic. @JuliaVyse<\/a><\/p>\n\n\n\n

I always scroll past them, and they don’t influence me. ALSO, it’s only demand capture; no one finds anything new on Google. @teabeeshell<\/a><\/p>\n\n\n\n

That search advertising somehow magically generates demand. Can it come from Google? How about 15% of all searches are brand new? That stat has been trotted out every year for at least 10 years now! @NeptuneMoon<\/a><\/p>\n\n\n\n

if no one clicks ads… then how did Google grow to be such a Monopoly<\/s> beasts? @Liorkrolewicz<\/a><\/p>\n\n\n\n

Really? EVERY SINGLE YEAR 15% of queries are brand new????? @NeptuneMoon<\/a><\/p>\n\n\n\n

Why doesn’t my ad show up every time I search for it?! @revaminkoff<\/a><\/p>\n\n\n\n

if you start spelling neighbour correctly, with a u, maybe it’s a ‘new’ search??? @JuliaVyse<\/a><\/p>\n\n\n\n

RE:15%…. Clearly, people make up shit @Liorkrolewicz<\/a><\/p>\n\n\n\n

You don\u2019t need negative keywords – that one kills me every time I see it @NeptuneMoon<\/a><\/p>\n\n\n\n

“I want to show up 100% of the time, no matter what!” @williamhboggs<\/a><\/p>\n\n\n\n

“Why should I hire you, if Google offers help for free?” @Liorkrolewicz<\/a><\/p>\n\n\n\n

“I want more leads, but I’m cutting my ads budget” @williamhboggs<\/a><\/p>\n\n\n\n

12 hours in… why isn’t it working yet?! @revaminkoff<\/a><\/p>\n\n\n\n

Saw a pretty popular LinkedIn PPC influencer blindly claim that “80% of all PPC campaigns are now PMax” @JeremyKrantz<\/a><\/p>\n\n\n\n

If Optimization Score = 100%, then Revenue = Rocket @alimehdimukadam<\/a><\/p>\n\n\n\n

Landing page relevance isn’t really a thing unless you’re bidding on broad… Read that on Reddit recently lol @Meriem<\/a><\/p>\n\n\n\n

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Q2: What is the dumbest take you\u2019ve heard for paid social advertising?<\/strong><\/h4>\n\n\n\n
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It cannot work for B2B. @NeptuneMoon<\/a><\/p>\n\n\n\n

Not dumbest, but misconception … Oh Man @NeptuneMoon<\/a>  that’s what I was going to say! 100% yes! @Liorkrolewicz<\/a><\/p>\n\n\n\n

“If I just run ads, SOMEONE will buy it” \u2013a business with an absolutely trash product. @williamhboggs<\/a><\/p>\n\n\n\n

I don\u2019t do a ton of social PPC these days. LinkedIn is my most social platform, but the takes I see regularly on advertising on Meta are mind-blowing. And stated with such complete confidence! One of these is some kind of crazy amount of ad variations you need to be posting all the time. Like hundreds. @NeptuneMoon<\/a><\/p>\n\n\n\n

Every product and service will do GREAT on Meta…@revaminkoff<\/a><\/p>\n\n\n\n

It’s to expensive – Well what better TOF do you have?<\/em> @teabeeshell<\/a><\/p>\n\n\n\n

I just paused all my tof social ads because bof Google has a much higher roas. @heidisturrock<\/a><\/p>\n\n\n\n

@teabeeshell<\/a> If I had a dollar for every time a client complains about the CPCs on LinkedIn, I would be retired. AND\u2026 yes, these clicks are expensive because it is letting you target exactly who you want to by company, position, etc. @NeptuneMoon<\/a><\/p>\n\n\n\n

Meta BS …. they just add the word “suggest” and now target whoever they want. maybe not a “take” but surely the dumbest thing I’ve seen here in a while @Liorkrolewicz<\/a><\/p>\n\n\n\n

\"Meta<\/a><\/figure>\n\n\n\n
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It is really interesting watching people post about Meta lately, too, because it is so clear Meta just wants you to enter a couple bits of information and then have you leave them ALONE to do what they want, how they want. Which is WILD. David Herrmann over on Twitter,r is one of my favorite follows for Meta advertising content. @NeptuneMoon<\/a><\/p>\n\n\n\n

We NEED to be on Meta! it reaches everyone! Here’s a 30-second video. And my favourite, for any platform: can we do a carousel? @JuliaVyse<\/a><\/p>\n\n\n\n

Clients give 1 square image and think that’s enough for paid social….@Meriem<\/a><\/p>\n\n\n\n

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Q3: What is the dumbest take you\u2019ve heard for running your PPC business\/freelancing\/consulting or being an in-house PPC team member?<\/strong><\/h4>\n\n\n\n
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So for running your own thing\u2026 that you have to grow it. No, you don\u2019t. It can look like whatever you want or need it to! @NeptuneMoon<\/a><\/p>\n\n\n\n

Sign up to be a client, don’t answer any of our emails, then in 30 days decide “PPC doesn’t work” #GymMembership. @Liorkrolewicz<\/a><\/p>\n\n\n\n

The psychological bias of humans to point fingers: It\u2019s always the fault of external factors – agency\/freelancer\/algorithm\/economy, etc. @alimehdimukadam<\/a><\/p>\n\n\n\n

I will also generally say I get so annoyed when I see anyone pontificating about how there is basically only one \u201cright way\u201d to be a PPCer. Again, NO THERE IS NOT. @NeptuneMoon<\/a><\/p>\n\n\n\n

Us: “we saw leads come from really good keywords” Client: “Yeah, but we emailed them once and never heard back… so it’s garbage leads” Us: “You mind trying to call one?” Client: “Holy shit!” @Liorkrolewicz<\/a><\/p>\n\n\n\n

You don’t have enough breadth; trust me, I do. If I’m on my own, I know my stuff! @teabeeshell<\/a><\/p>\n\n\n\n

In-agency: your strategies are focused on making your own money, they don’t evolve, it’s not quick enough. Also, we will NOT sign off on any new ideas, and we won’t share our 1st party data. @JuliaVyse<\/a><\/p>\n\n\n\n

Ooohhh\u2026 that you have to have full control of client accounts. NO, YOU ABSOLUTELY DO NOT AND SHOULD NOT. EVER. It\u2019s funny to me too. I have been doing my own thing for 26 years now. When I first started, it was very much thought that you had to always project yourself to be bigger than you were. So before I got a PO box for my business, I listed it as my street address and \u201cSecond Floor\u201d cause that was where my office was in my townhome and is sounded more businessy. It swung around to then be very open about being a consultant who worked from my home. @NeptuneMoon<\/a><\/p>\n\n\n\n

And lately seems to be swinging back around to trying to sound like you\u2019re bigger than you are. Being honest and authentic will get you so much farther and have you working with clients who want what you\u2019re selling in the way that you\u2019re selling it! @NeptuneMoon<\/a><\/p>\n\n\n\n

I think that “trying to sound like you\u2019re bigger than you are” is a big part of the BS of the industry, along with the over-promises. This is why clients are so skeptical nowadays. But check out any of those “big companies” on Glassdoor – they’re falling apart.  @Liorkrolewicz<\/a><\/p>\n\n\n\n

@Liorkrolewicz<\/a> A lot of what happens in business is at least a little bit BS, which does not help wither. @NeptuneMoon<\/a><\/p>\n\n\n\n

Freelancers should be cheaper than an agency. @Meriem<\/a><\/p>\n\n\n\n

Agency should be cheaper than in-house — it’s not necessarily dumb, but there are reasons why it’s also not necessarily true…@revaminkoff<\/a><\/p>\n\n\n\n

I cut all ad spend because roas was low and now the business is tanking. I need you to get it back to where it was, but the roas needs to be bof results for tof targeting. @heidisturrock<\/a><\/p>\n\n\n\n

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Q4: What is the dumbest take you\u2019ve heard for managing clients or stakeholders?<\/strong><\/h4>\n\n\n\n
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It drives me nuts seeing people pushing reporting that makes them look good but is not really showing the client what\u2019s truly happening. If you get this advice, it is terrible. @NeptuneMoon<\/a><\/p>\n\n\n\n

Don’t focus on the negative. ya’ll, if the client doesn’t feel good about what’s happening, that’s the focus of the conversation. You are welcome to point out wins, or context to allay fear, but if things aren’t good, they aren’t good. @JuliaVyse<\/a><\/p>\n\n\n\n

Also, it is ok to say \u201cI\u2019m not sure\u201d or \u201cI don\u2019t know the answer to that off hand\u201d rather than bluffing it! @NeptuneMoon<\/a><\/p>\n\n\n\n

For me, it’s managing stakeholders who (still) rely on vanity metrics. Branded \u2260 success. PMax \u2260 success. Google Ads relies upon a comprehensive approach to TOF and demand capture efforts. @teabeeshell<\/a><\/p>\n\n\n\n

YES – Reports. Big part of why I dont like working with BIG companies. I was working with a non-profit that had Spielberg on it…   but they wanted a report “like the last agency gave us” Main points included: 5,000,000 impressions  | 1 click | etc… I told them it was useless, and offered to create real insights – I got fired. lol @Liorkrolewicz<\/a><\/p>\n\n\n\n

Oooff @Liorkrolewicz<\/a> Sometimes you can\u2019t help a client that doesn\u2019t really want help or to know what is truly going on with their account and business. @NeptuneMoon<\/a><\/p>\n\n\n\n

@JuliaVyse<\/a> I agree. I tell my team that “We’re doing well” = 1) We see it in our data AND 2) Client says we’re doing well. We have to have BOTH to say that @Liorkrolewicz<\/a><\/p>\n\n\n\n

I can\u2019t not share something that I believe is obviously wrong in my opinion, and is gonna cost time, money, energy from all. Truth offends sometimes and sugarcoating for the sake of keeping business\/placating egos only to then get the blame later on if things don\u2019t work coz of the bias or office politics or whatever is what I find dumb. @alimehdimukadam<\/a><\/p>\n\n\n\n

On that point, as part of a big giant corp – your clients all have different needs. The brand lead at your client will not care about the same things the performance lead does. It is okay to have lots of perspectives and needs. @JuliaVyse<\/a><\/p>\n\n\n\n

Over my many years doing this type of work, I have found that if clients or stakeholders \u201cdon\u2019t want to hear it\u201d it is really hard to do good and fulfilling work for them. @NeptuneMoon<\/a><\/p>\n\n\n\n

SO my boss’s boss read something on the internet and now we have to pivot our whole strategy on it. @heidisturrock<\/a><\/p>\n\n\n\n

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Q5: Have you ever had what you later realized was a dumb take on something in PPC? Did you retract it or pretend it never happened?<\/strong><\/h4>\n\n\n\n
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I am certain I have had a dumb take or 12\u2026@NeptuneMoon<\/a><\/p>\n\n\n\n

omgd, too many to mention! I’ve been doing this since 2008-ish, and there’s no math you can do where I was always right in that span of time. I’ve worked for different orgs, different types of clients, different teams, and while we have some foundational knowledge, nothing is 100% right anywhere. @JuliaVyse<\/a><\/p>\n\n\n\n

This business changes and shifts at such a fast pace. It is easy to be wrong or no longer right about things without even fully knowing it. The key is being open to hearing that! @NeptuneMoon<\/a><\/p>\n\n\n\n

Yes! Be confident in what you do know, and be open to feedback or corrections. @JuliaVyse<\/a><\/p>\n\n\n\n

I am working on YouTube campaigns for the first time in a while and let me tell you, I felt like an idiot until I reached out to a few industry friends to have them fill me in on how it all changed since I last ran YT ads! I hope you are all not afraid to ask any question in this community! That is why we are here – to help each other and share knowledge. @NeptuneMoon<\/a><\/p>\n\n\n\n

More often than not and that\u2019s what keeps us humble & engaged, I believe. There\u2019s a lot of truth behind \u2018it depends\u2019. @alimehdimukadam<\/a><\/p>\n\n\n\n

Probably sooooo many things, can’t even remember all of the tactics, opinions, strategies I’ve changed since 2012. First 5 years in PPC I was probably too insecure to admit when I decided to change an opinion. The last 5 years I’ve probably been to busy to remember when I need to retract something. I do think one thing I do well – especially when I’m telling other people to listen to something I’m saying is I caveat that it worked for me in X [industry] [ad spend level] [time of year] etc. Not because I’m not confident I’m correct in my view – but because, we all know there are conditions that make certain tactics work differently for different brands. So it’s good to be down-to-earth and keep the ego at the door. @timmhalloran<\/a><\/p>\n\n\n\n

@timmhalloran<\/a> Yes on the context PLEASE. @NeptuneMoon<\/a><\/p>\n\n\n\n

If I find my team makes a mistake in a Client’s account (or missed opportunity to do much better), I tell them to now over-index the other way and optimize deeper to “make it up to the Client”. This is usually behind the scenes. If it’s a bit bigger, I offer to extend the client’s “month service” an extra 1-2 weeks for free because I think we could have done better @Liorkrolewicz<\/a><\/p>\n\n\n\n

I will say, I try not to pretend it never happened. When something doesn’t go great, own it, fix it, learn from it. @JuliaVyse<\/a><\/p>\n\n\n\n

Yes, if we are talking about a bad take or mistake with a client, definitely own it outright, take responsibility for it and fix what you can! @NeptuneMoon<\/a><\/p>\n\n\n\n

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PPCChat Participants<\/strong><\/p>\n\n\n\n