How Anthony Higman Turned a PPC Disaster into an Unbelievable Redemption Story

On episode 336 of PPC Live The Podcast, I speak to Anthony Higman, CEO of AdSquire. Anthony’s 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.

Learning from Client Missteps

Anthony shares one of his first “F-ups” with clients who forwarded him countless emails promising quick wins. While some were scams, others were legitimate opportunities misaligned with the client’s 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’s results suffered, and they eventually cycled through multiple agencies.

The key takeaway: establishing trust with clients is crucial, but it’s equally important to guide them strategically, balancing education with autonomy.

A Career Lesson from “Cowboy Moves”

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’s expectations, and he was let go.

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 approach at AdSquire now ensures consistent account management and clear communication across the team.

Managing Client Expectations in a Complex Industry

Anthony emphasizes the difficulty of managing clients in competitive sectors like legal marketing. Clients often want SEO, social media, 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.

The Role of Mistakes in Growth

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.

Common Mistakes in Modern Paid Search

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.

Key Takeaways from Anthony’s Stories

Two main lessons emerge from Anthony’s experiences:

1. Protect clients strategically. Guide them away from scams and poor decisions while providing growth opportunities.
2. Understand your own values and work where your skills and ethics align. Don’t settle for roles or environments that compromise your principles.

Anthony’s philosophy demonstrates that mistakes do not define failure—they can lead to redemption, innovation, and long-term success.

Looking Ahead: AI and the Future of Google Ads

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.

Conclusion: F-Ups Lead to Redemption

Reflecting on his career, Anthony likens his journey to The Shawshank Redemption. 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.