Chloe Varnfield, a digital marketing specialist at Atelier Studios with nearly eight years in PPC, joined me to share the mistakes that shaped her career — and the lessons every advertiser should take from them. When Google sneaks settings past you Chloe’s first story centers on Google’s account-level automated assets setting — a feature so well hidden that many advertisers don’t know it exists until a client sends a screenshot asking why their headline looks completely wrong. The setting, buried behind a three-dot menu, defaults to “on”, meaning Google can automatically generate and serve headlines advertisers never wrote or approved. The takeaway: always audit your account-level settings, and treat every Google update as a potential default you’ll need to turn off. Why you should never make changes on a Friday A client asked Chloe to narrow their campaign’s location targeting mid-call. She made the change quickly — and accidentally excluded the UK entirely while targeting only the desired regions. Campaigns stopped delivering. It took three days of head-scratching before she audited the full campaign and found the culprit. The lesson she now swears by: never make significant changes on a Friday, and when something stops working, go straight to a full audit rather than waiting for the algorithm to “fix itself.” The time she listened to a Google rep — and tanked performance for two months Chloe’s most costly story involves a campaign that was performing at its best in years. A Google rep recommended switching bid strategy from Maximise…
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