Why Following PPC Best Practices Blindly Can Cost You: Ana Kostic's 40% Revenue Drop Case
Reported by Eric Mandell
45
Interview
TLDR
A PPC strategist's costly account restructure taught her that business stability must trump platform optimization best practices.
Ana Kostic shared on PPC Live the Podcast how rebuilding a Google Ads account to follow textbook structure and organization cost her client 40% in revenue because the platform lost years of historical learning data. Search Engine Land reports that the real lesson wasn't technical but strategic: Kostic now prioritizes understanding a client's cash flow and disruption tolerance before making major changes, preferring gradual implementation over aggressive restructures, and integrating input from sales teams rather than relying solely on platform data.
Topics:Paid Search & Advertising
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