EP365 - The Toggles That Cost Thousands ft Menachem Ani
Don’t Launch on a Friday
What happens when a Google Ads campaign burns through its budget in hours? Or when AI starts making optimisation decisions you don’t fully trust?
In this candid episode of PPC Live The Podcast, Anu Adegbola sits down with Menachem Ani — founder of JXT Group and long-standing Google Premier Partner — to unpack the real mistakes PPC professionals make, the lessons that come from them, and why honesty matters more than perfection in paid media.
With over 20 years of experience in digital marketing, Menachem shares stories from the early days of Google Ads, campaign mishaps that still haunt him, and why modern PPC has become both more powerful and more dangerous in the age of automation and AI.
Together, they discuss:
Overspending budgets from simple bid mistakes
Why you should never launch campaigns before a weekend
The dangers of “set it and forget it” automation
PMAX misconceptions agencies still get wrong
AI Max, Claude, and the future of autonomous PPC
Why strong client relationships matter when mistakes happen
How managers should handle team errors with accountability and grace
The growing pressure of keeping up with AI-driven advertising
This episode is a refreshing reminder that even experienced PPC professionals make mistakes — and that learning from them is what truly matters.
Menachem Ani is the founder of JXT Group, a Google Premier Partner agency specialising in paid media strategy, Google Ads automation, and performance marketing innovation. He is a respected industry speaker and contributor to publications including Search Engine Land, SMX, brightonSEO, and PPC Live.
Slow down to go faster
Always double check budgets and bids
Never launch major changes on a Friday
AI tools still require human oversight
Strong client relationships can survive honest mistakes
Great PPC managers create learning cultures, not fear cultures
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JXT Group
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