{"id":712873,"date":"2026-02-21T15:20:14","date_gmt":"2026-02-21T12:20:14","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/emina-demiri-talks-surviving-firing-your-biggest-client\/"},"modified":"2026-02-21T15:20:14","modified_gmt":"2026-02-21T12:20:14","slug":"emina-demiri-talks-surviving-firing-your-biggest-client","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/emina-demiri-talks-surviving-firing-your-biggest-client\/","title":{"rendered":"Emina Demiri talks surviving firing your biggest client"},"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-6a36c4009b7c4\" 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-6a36c4009b7c4\" 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\/emina-demiri-talks-surviving-firing-your-biggest-client\/#Emina_Demiri_reveals_how_firing_their_biggest_client_%E2%80%94_worth_70_of_agency_revenue_%E2%80%94_taught_them_hard_lessons_about_client_concentration\" >Emina Demiri reveals how firing their biggest client \u2014 worth 70% of agency revenue \u2014 taught them hard lessons about client concentration.<\/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\/emina-demiri-talks-surviving-firing-your-biggest-client\/#The_decision_to_let_go\" >The decision to let go<\/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\/emina-demiri-talks-surviving-firing-your-biggest-client\/#The_mistake_they_didnt_see_coming\" >The mistake they didn\u2019t see coming<\/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\/emina-demiri-talks-surviving-firing-your-biggest-client\/#Warning_signs_agencies_should_watch_for\" >Warning signs agencies should watch for<\/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\/emina-demiri-talks-surviving-firing-your-biggest-client\/#How_they_clawed_back\" >How they clawed back<\/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\/emina-demiri-talks-surviving-firing-your-biggest-client\/#Common_account_mistakes_still_haunting_audits_in_2026\" >Common account mistakes still haunting audits in 2026<\/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\/emina-demiri-talks-surviving-firing-your-biggest-client\/#The_right_way_to_think_about_AI\" >The right way to think about AI<\/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\/emina-demiri-talks-surviving-firing-your-biggest-client\/#The_takeaway\" >The takeaway<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Emina_Demiri_reveals_how_firing_their_biggest_client_%E2%80%94_worth_70_of_agency_revenue_%E2%80%94_taught_them_hard_lessons_about_client_concentration\"><\/span>Emina Demiri reveals how firing their biggest client \u2014 worth 70% of agency revenue \u2014 taught them hard lessons about client concentration.<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=\"EP352 - When Losing Big Is Winning Bigger ft. Emina Demiri\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/1166143838?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\"><\/iframe><noscript><iframe src=\"https:\/\/player.vimeo.com\/video\/1166143838?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=\"EP352 - When Losing Big Is Winning Bigger ft. Emina Demiri\"><\/iframe><\/noscript><\/div>\n<p><script data-minify=\"1\" src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/api\/player.js?ver=1771605825\" data-rocket-defer defer><\/script><\/p>\n<p>On episode 352 of PPC Live The Podcast, I\u00a0spoke to Emina Demiri Watson, Head of Digital at Brighton-based Vixen Digital, where she to shared one of the most candid stories in agency life: deliberately firing a client that accounted for roughly 70% of their revenue \u2014 and what they learned the hard way in the process.<\/p>\n<h2 id=\"the-decision-to-let-go\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_decision_to_let_go\"><\/span>The decision to let go<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The client relationship had been deteriorating for around three months before the leadership team made their move. The decision wasn\u2019t about the client being difficult from day one \u2014 it was a relationship that had slowly soured over time. By the end, the toxic dynamic was affecting the entire team, and leadership decided culture had to come first.<\/p>\n<h2 id=\"the-mistake-they-didnt-see-coming\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_mistake_they_didnt_see_coming\"><\/span>The mistake they didn\u2019t see coming<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s where it got painful. When Vixen sat down to run the numbers, they realized they had a serious customer concentration problem \u2014 one client holding a disproportionately large share of total revenue. It\u2019s the kind of thing that gets lost when you\u2019re busy and don\u2019t have sophisticated financial systems. A quick Excel formula later, and the reality hit harder than expected.<\/p>\n<h2 id=\"warning-signs-agencies-should-watch-for\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Warning_signs_agencies_should_watch_for\"><\/span>Warning signs agencies should watch for<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Emina outlined the signals that a client relationship is shifting \u2014 beyond the obvious drop in campaign performance. External factors inside the client\u2019s business matter too: company restructuring, team changes, even a security breach that prevents leads from converting downstream. The lesson? Don\u2019t just watch your Google Ads dashboard \u2014 understand what\u2019s h<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>ening on the client\u2019s side of the fence.<\/p>\n<h2 id=\"how-they-clawed-back\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_they_clawed_back\"><\/span>How they clawed back<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Recovery came down to three things: tracking client concentration properly going forward, returning to their company values as a decision-making compass, and accepting that rebuilding revenue simply takes time. Losing the client freed up the mental bandwidth to pitch new business and re-engage with the industry community \u2014 things that had quietly fallen by the wayside.<\/p>\n<h2 id=\"common-account-mistakes-still-haunting-audits-in-2026\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Common_account_mistakes_still_haunting_audits_in_2026\"><\/span>Common account mistakes still haunting audits in 2026<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When asked about errors she sees in audited accounts, Emina didn\u2019t hold back. Broad match without proper audience guardrails remains a persistent problem, as does the absence of negative keyword lists entirely. Over-narrow targeting is another \u2014 particularly for clients chasing high-net-worth audiences, where the data pool becomes too thin for Smart Bidding to function.<\/p>\n<h2 id=\"the-right-way-to-think-about-ai\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_right_way_to_think_about_AI\"><\/span>The right way to think about AI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Emina\u2019s take on AI is pragmatic: the biggest mistake is believing the hype. PPC practitioners are actually better positioned than most to navigate AI skeptically, given they\u2019ve been working with automation and black-box systems for years. Her preferred approach \u2014 and the one she quietly enforces with junior team members via a robot emoji \u2014 is to treat Claude and other LLMs as a first stop for research, not a replacement for critical thinking.<\/p>\n<h2 id=\"the-takeaway\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_takeaway\"><\/span>The takeaway<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019re sitting on a deteriorating client relationship and nervous about pulling the trigger, Emina\u2019s advice is simple: go back to your values. If commercial survival sits at the top of the list, keep the client. If culture and team wellbeing matter more, it might be time.<\/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\/emina-demiri-talks-surviving-firing-your-biggest-client-469747\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Emina Demiri reveals how firing their biggest client \u2014 worth 70% of agency revenue \u2014 taught them hard lessons about client concentration. On episode 352 of PPC Live The Podcast, I\u00a0spoke to Emina Demiri Watson, Head of Digital at Brighton-based Vixen Digital, where she to shared one of the most candid stories in agency life:&#8230;<\/p>\n","protected":false},"author":1,"featured_media":712874,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/02\/PLTP-Image-11.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-712873","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\/712873","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=712873"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/712873\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/712874"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=712873"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=712873"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=712873"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}