Why "Best Practice" Cost My Client 40% of Their Revenue ft Ana Kostic

In this episode, Ana Kostic shares her journey in PPC, a major mistake involving account restructuring, and lessons learned about business stability and AI in advertising.

key topics

Account restructuring and its impact on performance

The importance of understanding business metrics in PPC

Effective communication with clients during crises

Using AI responsibly in digital marketing

Lessons learned from a significant PPC mistake

Chapters

00:00 Introduction to Ana Kostic and her background

01:14 Ana's journey in PPC and her experience in Spain

02:48 Ana's fun fact: Traveling as a digital nomad

05:51 The major mistake: Account restructuring and traffic drop

09:37 The emotional and business impact of restructuring

14:20 Support from management and learning from mistakes

19:42 Signs to watch for before restructuring an account

22:45 Stability vs. growth in PPC strategies

24:07 Handling client communication during performance drops

26:40 Lessons learned: Business understanding and account management

34:38 Common PPC mistakes in 2026 and how to avoid them

36:48 AI in Google Ads: Best practices and pitfalls

41:15 Using AI creatively and responsibly in campaigns

43:14 Ana's movie: Big with Tom Hanks

44:12 Upcoming events and where to find Ana

guest links

Ana Kostic on LinkedIn - es.linkedin.com/in/anakostic/en

PPC Live - https://www.ppc.live