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 LinkedIn X / Twitter JXT Group Follow PPC Live The Podcast for honest conversations about PPC, paid media, AI, automation, and the realities of working in digital marketing today.