In this conversation, Yousaf interviews Santosh Kumar, the founder and CEO of Guided PPC. They discuss Santosh's journey in the PPC industry, the creation of Guided PPC, and the industry's future. They also touch on the challenges faced by business owners in hiring PPC agencies, the changing landscape of PPC advertising, and the frustrations of clients whose inexperienced freelancers have burned. The conversation revolves around the challenges and best practices in the digital advertising industry, specifically focusing on Google Ads. The speakers discuss the importance of patience and thoroughness in advertising campaigns, the need for clients to be prepared before investing in advertising, and the significance of understanding key performance indicators (KPIs) and attribution windows. They also highlight the importance of accessing clients' Shopify accounts for better troubleshooting and analysis. The conversation concludes with a discussion on the industry's future and Guided PPC's mission to help media buyers improve their results. Santosh Kumar has a background in working for pay per click powerhouses and now heads the strategy for LDX Digital. Guided PPC was created to address the need for highly skilled and passionate Google Ads specialists. Business owners should consider hiring separate agencies for Google Ads and Meta Ads, as it is rare to find an agency that excels in both platforms. The PPC industry is going through a period of uncertainty and adaptation, with platforms like Google Ads and Bing Ads launching new features and incorporating AI. Agencies play a crucial role in making advertising platforms work in the best interest of clients. Clients should be cautious of freelancers who claim to be ex-Google experts but lack hands-on experience in driving ROI and profitability. Clients who have been burned by inexperienced freelancers are more likely to appreciate the value of working with experienced agencies. Patience and thoroughness are crucial in advertising campaigns. Clients should be prepared before investing in advertising. Understanding key performance indicators (KPIs) and attribution windows is essential. Access to clients' Shopify accounts can aid in troubleshooting and analysis. The future of the industry lies in continuous learning and improvement. Guided PPC aims to help media buyers improve their results. YouTube Video of the Interview Medium Profile