{"id":706969,"date":"2026-01-10T04:00:29","date_gmt":"2026-01-10T01:00:29","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/"},"modified":"2026-01-10T04:00:29","modified_gmt":"2026-01-10T01:00:29","slug":"anthony-higman-shares-a-ppc-redemption-story-2","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/","title":{"rendered":"Anthony Higman shares a PPC redemption story"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3ab6121d67b\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3ab6121d67b\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/#Anthony_Higmans_journey_from_a_law_firm_mailroom_to_PPC_CEO_shows_how_learning_from_mistakes_can_turn_early_missteps_into_lasting_success\" >Anthony Higman\u2019s journey from a law firm mailroom to PPC CEO shows how learning from mistakes, can turn early missteps into lasting success.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/#Learning_from_Client_Missteps\" >Learning from Client Missteps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/#A_Career_Lesson_from_%E2%80%9CCowboy_Moves%E2%80%9D\" >A Career Lesson from \u201cCowboy Moves\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/#Managing_Client_Expectations_in_a_Complex_Industry\" >Managing Client Expectations in a Complex Industry<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/#The_Role_of_Mistakes_in_Growth\" >The Role of Mistakes in Growth<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/#Common_Mistakes_in_Modern_Paid_Search\" >Common Mistakes in Modern Paid Search<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/#Key_Takeaways_from_Anthonys_Stories\" >Key Takeaways from Anthony\u2019s Stories<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/#Looking_Ahead_AI_and_the_Future_of_Google_Ads\" >Looking Ahead: AI and the Future of Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/anthony-higman-shares-a-ppc-redemption-story-2\/#Conclusion_F-Ups_Lead_to_Redemption\" >Conclusion: F-Ups Lead to Redemption<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Anthony_Higmans_journey_from_a_law_firm_mailroom_to_PPC_CEO_shows_how_learning_from_mistakes_can_turn_early_missteps_into_lasting_success\"><\/span>Anthony Higman\u2019s journey from a law firm mailroom to PPC CEO shows how learning from mistakes, can turn early missteps into lasting success.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe loading=\"lazy\" src=\"https:\/\/searchengineland.com\/about:blank\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"EP336 Getting Fired, Getting Better: A PPC Redemption Story ft Anthony Higman\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/1152963827?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\"><\/iframe><noscript><iframe src=\"https:\/\/player.vimeo.com\/video\/1152963827?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"EP336 Getting Fired, Getting Better: A PPC Redemption Story ft Anthony Higman\"><\/iframe><\/noscript><\/div>\n<p><script data-minify=\"1\" src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/api\/player.js?ver=1766069648\" data-rocket-defer defer><\/script><\/p>\n<p>On episode 336 of PPC Live The Podcast, I speak to Anthony Higman, CEO of AdSquire. Anthony\u2019s career journey is a full-circle story: from starting in a law firm mailroom to running his own company with views over Philadelphia. His experiences demonstrate how hard work, learning from mistakes, and perseverance can shape a successful career.<\/p>\n<h2 id=\"learning-from-client-missteps\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Learning_from_Client_Missteps\"><\/span>Learning from Client Missteps<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Anthony shares one of his first \u201cF-ups\u201d with clients who forwarded him countless emails promising quick wins. While some were scams, others were legitimate opportunities misaligned with the client\u2019s strategy. At one point, Anthony let a client pursue an SEO agency despite knowing they were unlikely to deliver results. This decision backfired: the client\u2019s results suffered, and they eventually cycled through multiple agencies.<\/p>\n<p>The key takeaway: establishing trust with clients is crucial, but it\u2019s equally important to guide them strategically, balancing education with autonomy.<\/p>\n<h2 id=\"a-career-lesson-from-cowboy-moves\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Career_Lesson_from_%E2%80%9CCowboy_Moves%E2%80%9D\"><\/span>A Career Lesson from \u201cCowboy Moves\u201d<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Anthony recounts another F-up from earlier in his career when he worked at a large advertising agency handling car dealership accounts. Discovering widespread mismanagement, he independently fixed accounts, dramatically improving results. However, his initiative conflicted with the company\u2019s expectations, and he was let go.<\/p>\n<p>This experience reinforced two lessons: first, know your values and work where they align with the organization. Second, balancing client success with company expectations is vital. His <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach at AdSquire now ensures consistent account management and clear communication across the team.<\/p>\n<h2 id=\"managing-client-expectations-in-a-complex-industry\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Managing_Client_Expectations_in_a_Complex_Industry\"><\/span>Managing Client Expectations in a Complex Industry<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Anthony emphasizes the difficulty of managing clients in competitive sectors like legal marketing. Clients often want SEO, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social media<\/a>, and other services beyond PPC. While diversification can be tempting for agencies, focusing on your core expertise ensures better results and avoids dilution of effort. Balancing client needs and strategic guidance is key to long-term success.<\/p>\n<h2 id=\"the-role-of-mistakes-in-growth\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Role_of_Mistakes_in_Growth\"><\/span>The Role of Mistakes in Growth<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Anthony believes mistakes are essential for growth. At AdSquire, he encourages team members to learn from errors without fear of job loss, provided honesty and alignment are maintained. This philosophy fosters learning, accountability, and innovation within the team.<\/p>\n<h2 id=\"common-mistakes-in-modern-paid-search\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Common_Mistakes_in_Modern_Paid_Search\"><\/span>Common Mistakes in Modern Paid Search<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With the rise of AI in Google Ads, Anthony observes recurring errors, such as misconfigured search partner and location settings, automated assets, and auto-apply recommendations. While AI can streamline campaigns, improper use can undermine performance. He stresses that strategic oversight remains critical despite automation.<\/p>\n<h2 id=\"key-takeaways-from-anthonys-stories\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Key_Takeaways_from_Anthonys_Stories\"><\/span>Key Takeaways from Anthony\u2019s Stories<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Two main lessons emerge from Anthony\u2019s experiences:<\/p>\n<ol class=\"wp-block-list\">\n<li>Protect clients strategically. Guide them away from scams and poor decisions while providing growth opportunities.<\/li>\n<li>Understand your own values and work where your skills and ethics align. Don\u2019t settle for roles or environments that compromise your principles.<\/li>\n<\/ol>\n<p>Anthony\u2019s philosophy demonstrates that mistakes do not define failure\u2014they can lead to redemption, innovation, and long-term success.<\/p>\n<h2 id=\"looking-ahead-ai-and-the-future-of-google-ads\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Looking_Ahead_AI_and_the_Future_of_Google_Ads\"><\/span>Looking Ahead: AI and the Future of Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Anthony predicts that AI integration in Google Ads will continue expanding in 2026. While some tools may be inefficient or misaligned, he believes strategic oversight and a human touch remain essential. Misuse of AI, such as automated video inventory generation, can produce mixed results and requires careful monitoring.<\/p>\n<h2 id=\"conclusion-fups-lead-to-redemption\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion_F-Ups_Lead_to_Redemption\"><\/span>Conclusion: F-Ups Lead to Redemption<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Reflecting on his career, Anthony likens his journey to <em>The Shawshank Redemption<\/em>. Every F-up contributed to the next opportunity, eventually allowing him to build AdSquire and become a top PPC influencer. The overarching lesson: embrace mistakes, learn from them, and use them as stepping stones toward success.<\/p>\n<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/anthony-higman-shares-a-ppc-redemption-story-467307\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Anthony Higman\u2019s journey from a law firm mailroom to PPC CEO shows how learning from mistakes, can turn early missteps into lasting success. On episode 336 of PPC Live The Podcast, I speak to Anthony Higman, CEO of AdSquire. Anthony\u2019s career journey is a full-circle story: from starting in a law firm mailroom to running&#8230;<\/p>\n","protected":false},"author":1,"featured_media":706970,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/01\/PLTP-Image-3.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-706969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/706969","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=706969"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/706969\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/706970"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=706969"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=706969"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=706969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}