Why routine tasks can be the most dangerous
Heather explained that the mistake wasn’t caused by a lack of knowledge but by complacency. After setting up similar campaigns countless times, the process became second nature, making it easier to overlook a small but critical setting. Combined with a busy workload and the absence of a second pair of eyes, the campaign went live without the final checks that could have prevented the overspend.
Honest communication saved the relationship
Rather than looking for excuses or blaming the advertising platform, Heather chose to be transparent with the client. She addressed the mistake during their scheduled face-to-face meeting, accepted responsibility and committed to preventing it from happening again. Although the client was understandably unhappy, they appreciated the honesty and transparency, and nearly a decade later they remain one of her clients—a reminder that trust is often built through difficult conversations rather than perfect performance.
Checklists are better than confidence
The experience fundamentally changed Heather’s campaign launch process. Every Google Ads and Meta campaign now goes through a structured launch checklist before being published, regardless of how routine the task may seem. While she occasionally uses AI to provide a second opinion, she still relies on manual reviews because she believes a disciplined process is more reliable than assuming experience alone will catch mistakes.
Conversion tracking remains the biggest problem
Beyond her own experience, Heather said the most common issue she encounters when auditing new client accounts is incorrect conversion tracking. Many accounts are still suffering from mistakes made during the migration from Universal Analytics to GA4, with businesses unknowingly optimising campaigns towards actions that don’t generate revenue. In one example, an ecommerce account had spent an entire year optimising for visitors using the site’s search bar instead of completed purchases, forcing the account to effectively restart its machine learning once the tracking was corrected.
AI is a helpful assistant—not a replacement
Heather believes AI has become a valuable productivity tool, but only when it’s used to support experienced marketers rather than replace them. While she has seen too many advertisers rely on Google’s AI-generated ads without reviewing them, resulting in repetitive and low-quality messaging, she has successfully used AI to analyse search term reports, identify optimisation opportunities and reduce hours of manual work. The key, she says, is ensuring that human expertise remains responsible for the final decisions.
Learning comes from testing—and making mistakes
Reflecting on both her own experience and the pace of change within Google Ads, Heather encouraged PPC professionals to continue testing new features while accepting that not every experiment will succeed. She believes mistakes are an unavoidable part of developing expertise, provided they are accompanied by honest communication, thoughtful analysis and improved processes that reduce the chances of repeating them.
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