Anthony Higman shares a PPC 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…

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