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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