{"id":721064,"date":"2026-04-11T03:10:20","date_gmt":"2026-04-11T00:10:20","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/"},"modified":"2026-04-11T03:10:20","modified_gmt":"2026-04-11T00:10:20","slug":"maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/","title":{"rendered":"Maddie Lightening speaks on misreported ROAS, account structure chaos &amp; AI mistakes"},"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-6a3f7b16ad944\" 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-6a3f7b16ad944\" 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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#Maddie_Lightening_shares_lessons_from_a_currency_reporting_error_and_legacy_account_structure_challenges_and_using_AI_effectively\" >Maddie Lightening shares lessons from a currency reporting error and legacy account structure challenges, and using AI effectively.<\/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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#The_reporting_mistake_that_doubled_performance\" >The reporting mistake that doubled performance<\/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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#When_legacy_account_structure_becomes_a_problem\" >When legacy account structure becomes a problem<\/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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#Why_timing_matters_as_much_as_strategy\" >Why timing matters as much as strategy<\/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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#The_pressure_of_fixing_performance_in_real_time\" >The pressure of fixing performance in real time<\/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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#How_a_max_CPC_cap_helped_reclaim_control\" >How a max CPC cap helped reclaim control<\/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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#Why_banning_AI_is_the_wrong_move\" >Why banning AI is the wrong move<\/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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#Better_prompts_lead_to_better_AI_outputs\" >Better prompts lead to better AI outputs<\/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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#Why_curiosity_still_matters_in_PPC\" >Why curiosity still matters in PPC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#Small_mistakes_are_not_career-ending\" >Small mistakes are not career-ending<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#The_bigger_lesson_for_paid_media_teams\" >The bigger lesson for paid media teams<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#Final_takeaway\" >Final takeaway<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes\/#Topics_on_this_page\" >Topics on this page<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Maddie_Lightening_shares_lessons_from_a_currency_reporting_error_and_legacy_account_structure_challenges_and_using_AI_effectively\"><\/span>Maddie Lightening shares lessons from a currency reporting error and legacy account structure challenges, and using AI effectively.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"rll-youtube-player\" data-src=\"https:\/\/www.youtube.com\/embed\/r4YT7eVoH5w\" data-id=\"r4YT7eVoH5w\" data-query=\"feature=oembed\" data-alt=\"EP359 - Misreported ROAS, Account Structure Chaos &amp; AI Mistakes ft Maddie Lightening\"><\/div>\n<p><noscript><iframe loading=\"lazy\" title=\"EP359 - Misreported ROAS, Account Structure Chaos &amp; AI Mistakes ft Maddie Lightening\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/r4YT7eVoH5w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript>\n<\/div>\n<\/figure>\n<p>Maddie Lightening, head of paid media at Hallam, joined me to talk through the mistakes, lessons and mindset shifts that have shaped her career in PPC. With more than a decade of experience across search, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a>, programmatic, digital out of home and ABM, she shared a candid look at the realities of leading paid media in a fast-moving industry.<\/p>\n<h2 id=\"the-reporting-mistake-that-doubled-performance\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_reporting_mistake_that_doubled_performance\"><\/span>The reporting mistake that doubled performance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of Maddie\u2019s early mistakes involved misreporting performance due to account currency differences. Working with an Australian billing setup while reporting in GBP, she unknowingly halved the reported results because conversion values were being translated. The issue only surfaced after comparing platform data with CRM figures, revealing that performance was actually twice as strong as reported, highlighting how easily technical setup details can skew results.<\/p>\n<h2 id=\"when-legacy-account-structure-becomes-a-problem\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"When_legacy_account_structure_becomes_a_problem\"><\/span>When legacy account structure becomes a problem<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A more complex challenge came from a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">travel<\/a> client running an outdated, highly granular account structure with thousands of campaigns. While this \u201c2016-style\u201d setup had previously worked, it clashed with modern AI-driven bidding and data consolidation <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>roaches, making it harder to optimize performance and diagnose issues when results began to decline.<\/p>\n<h2 id=\"why-timing-matters-as-much-as-strategy\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_timing_matters_as_much_as_strategy\"><\/span>Why timing matters as much as strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Maddie explained that although the team had planned to restructure the account, they delayed it to avoid disrupting peak season. When performance dropped in January, they were forced to make multiple changes quickly, which increased pressure and complexity. In hindsight, starting the restructure earlier would likely have reduced risk, showing that delaying necessary changes can sometimes be more damaging than acting sooner.<\/p>\n<h2 id=\"the-pressure-of-fixing-performance-in-real-time\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_pressure_of_fixing_performance_in_real_time\"><\/span>The pressure of fixing performance in real time<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As performance declined during a critical period, the client became understandably concerned, especially given how much of their annual budget was tied to peak months. At the same time, audits and internal reviews added pressure, making it one of the most challenging moments of Maddie\u2019s career, but also reinforcing the importance of collaboration, support and staying focused on solutions rather than panic.<\/p>\n<h2 id=\"how-a-max-cpc-cap-helped-reclaim-control\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_a_max_CPC_cap_helped_reclaim_control\"><\/span>How a max CPC cap helped reclaim control<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One key fix involved regaining control over rising CPCs by applying a max CPC cap through portfolio bidding strategies, even while using automated bidding. This approach reduced CPCs significantly without harming performance, demonstrating that advertisers can still guide AI-driven campaigns by applying the right constraints rather than relying on full automation alone.<\/p>\n<h2 id=\"why-banning-ai-is-the-wrong-move\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_banning_AI_is_the_wrong_move\"><\/span>Why banning AI is the wrong move<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Maddie also highlighted a broader industry mistake: refusing to adopt AI altogether. She recalled working at an agency that banned AI tools and automation, which she believes limits growth and puts teams at a disadvantage. Instead of resisting AI, she argues that marketers should learn how to use it strategically while maintaining oversight.<\/p>\n<h2 id=\"better-prompts-lead-to-better-ai-outputs\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Better_prompts_lead_to_better_AI_outputs\"><\/span>Better prompts lead to better AI outputs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A key takeaway on AI usage is that results depend heavily on input quality. Maddie emphasized that vague prompts produce weak outputs, while detailed context\u2014such as goals, audience and structure\u2014leads to far more useful results. AI should be treated as a support tool that enhances human work, not replaces it.<\/p>\n<h2 id=\"why-curiosity-still-matters-in-ppc\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_curiosity_still_matters_in_PPC\"><\/span>Why curiosity still matters in PPC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Maddie stressed the importance of experimentation, encouraging teams to test ideas even when outcomes are uncertain. Her philosophy\u2014\u201ctest and learn\u201d\u2014reflects the idea that even unsuccessful experiments provide valuable insights that can inform better decisions in the future.<\/p>\n<h2 id=\"small-mistakes-are-not-careerending\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Small_mistakes_are_not_career-ending\"><\/span>Small mistakes are not career-ending<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>She also addressed everyday mistakes, such as sending the wrong report to a client, noting that while they may feel serious in the moment, they are usually easy to fix. The key is to take accountability, correct the issue quickly and keep perspective rather than overreacting.<\/p>\n<h2 id=\"the-bigger-lesson-for-paid-media-teams\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_bigger_lesson_for_paid_media_teams\"><\/span>The bigger lesson for paid media teams<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Across all her examples, Maddie reinforced that success in PPC comes from adaptability, continuous learning and a willingness to challenge existing approaches. Whether dealing with account structure, automation or performance issues, the ability to evolve is what separates strong teams from the rest.<\/p>\n<h2 id=\"final-takeaway\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_takeaway\"><\/span>Final takeaway<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p id=\"h-\">Ultimately, Maddie\u2019s experience shows that mistakes, when handled correctly, can lead to stronger strategies and better performance, and that staying curious, proactive and open to change is essential for long-term success in paid media.<\/p>\n<div class=\"ttd-topics-display\">\n<div class=\"ttd-topics-content\">\n<h5><span class=\"ez-toc-section\" id=\"Topics_on_this_page\"><\/span>Topics on this page<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div class=\"ttd-topics-links\">Pay-per-clickABM IndustriesArtificial intelligenceAccount-based marketingDigital marketingAustraliaPound sterlingCustomer relationship managementMarketing automation<\/div>\n<\/div>\n<div class=\"ttd-topics-show-extra-button\">+4 more<\/div>\n<\/div>\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\/maddie-lightening-speaks-on-misreported-roas-account-structure-chaos-ai-mistakes-474151\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Maddie Lightening shares lessons from a currency reporting error and legacy account structure challenges, and using AI effectively. Maddie Lightening, head of paid media at Hallam, joined me to talk through the mistakes, lessons and mindset shifts that have shaped her career in PPC. With more than a decade of experience across search, social, programmatic,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":721065,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/04\/PLTP-Image-15.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-721064","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\/721064","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=721064"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/721064\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/721065"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=721064"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=721064"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=721064"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}