Susan Richards-Benson, a 20-year PPC veteran and independent contractor, shares her experience with a devastating account suspension that cost her client tens of thousands in revenue during their busiest season—all due to client dishonesty.
The Setup:
Client: Indoor children's playground in Florida
Timing: Christmas period (peak season)
Problem: Google Ads account suspended for "circumventing systems"
The 2-Month Investigation:
Google support only provided generic responses
Team checked for malware, IP issues, site problems
Developer unavailable during holidays
Client increasingly frustrated as traffic plummeted
Key Takeaways
1. Client Transparency Works Both Ways
Agencies aren't the only ones who can lack transparency
Dishonest clients can create major problems for agencies
Always verify client claims rather than taking their word
2. Enhanced Onboarding Process
Red flags to watch: Clients being "cagey" about previous data, refusing analytics access, claiming previous agencies won't release data
New process: Screen share with clients to check existing accounts at ads.google.com
Due diligence: Don't just ask—verify what accounts already exist
3. Crisis Management Best Practices
Document everything in writing
File support cases immediately
Don't try to solve complex issues alone
Stay accessible and communicate regularly with clients
Be transparent about what you're seeing on your end
4. Industry Evolution Insights
Then: Keyword stuffing, siloed thinking worked
Now: Requires holistic approach across SEO, social, PPC
Key mindset: Don't resist change—embrace it or leave the industry
5. Healthy Approach to PPC Mistakes
Mistakes are inevitable for everyone in PPC
Own up immediately and explain implications
Don't let mistakes rattle your confidence
Share failures, not just successes, to help the community learn
The industry will humble big egos
6. AI & Automation Cautions
Example: P-Max with store visits has 5-7 day reporting lag
Be careful with click-based conversions like "Get Directions"
Don't blindly trust algorithm optimization
Professional Impact
This experience taught Susan to completely revamp her onboarding process and be more selective about clients who show transparency red flags. The relationship ultimately soured and ended, highlighting how client dishonesty can damage professional relationships beyond just the immediate technical problems.
Bottom Line
The biggest lesson: Trust but verify. Even experienced PPC professionals can be blindsided by client dishonesty. Implementing thorough onboarding processes and maintaining detailed documentation can prevent similar disasters.
00:00 Introduction to PPC Live Podcast
00:49 Guest Introduction: Susan Richards-Benson
02:19 Susan's Journey from Journalism to Paid Search
03:48 The Evolution of Digital Marketing
06:00 Fun Facts and Personal Interests
06:58 The Big F-Up: A Client's Google Ads Suspension
16:27 Lessons Learned and Advice for Marketers
21:53 The Role of AI in PPC
25:00 Conclusion and Upcoming Events
Find Susan on LinkedIn
Book a coaching call with Anu
PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.
The next PPC Live event is on July 31st
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