Embrace the Hard Times

How a Challenging Incident Pushed Me to Launch Guided PPC and changed my life forever!

Last night, at the Affiliate World Conferences afterparty in Bangkok, I crossed paths with someone who unknowingly played a pivotal role in my journey. It brought back memories of a life-changing experience that led me to step out of my comfort zone and become an entrepreneur, founding Guided PPC as a Google Ads agency.

While working at Tier 11 , I was managing Google Ads for a client who later hired a Chief Marketing Officer (CMO). The man I met at the party was that very CMO.

Back then, he entered with all guns blazing—imposing outdated Google Ads strategies, ridiculing my work and the efforts of the Meta Ads team, and showing complete disrespect for what we’d achieved despite impressive campaign performance. He demanded ad-hoc meetings, outrageous reports, and generally made life a living hell for everyone involved.

The agency team dreaded his messages and even more so the thought of being on a call with him. Despite the toxic environment he created, Tier 11’s management stayed silent because the client paid a hefty retainer.

Mr Client was also a friend of Tier 11’s CEO, Ralph, which likely added another layer of hesitation to address the issue, as it could have risked both the retainer and their friendship. Eventually, I reached my breaking point.

I am not a quitter by nature. I’ve spent years working in the agency world, driven by passion and loyalty, but this incident made me realize how little those qualities matter when weighed against the profits your employer prioritizes.

But disrespect is a dealbreaker.

I decided to quit—even though I had no clear plan, no safety net, and no idea how I would pay my bills.

That moment pushed me to launch Guided PPC as a Google Ads agency.

In no way do I want to demean my colleagues who chose to stay at Tier 11 despite the toxic atmosphere. They likely had their own reasons or perhaps were more resilient than I was. This is simply my perspective, how I felt, and why I ultimately decided to quit and start my own agency.

Fast forward to last night

This same CMO approached me at the party. He recognized me and brought up the conflict we’d had. To my surprise, he confessed that his hostility back then wasn’t personal but a “hit job” ordered by his boss—the client we were managing Google Ads for.

The reason?

Mr. Client had asked his daughter to anonymously take my Google Ads course, which I’d created through Guided PPC Academy. She misunderstood my teaching. My course began with traditional Google Ads strategies to ensure students understood the foundation, but the final two lessons emphasized why those outdated methods should be abandoned in favor of automation and machine learning—the present and future of Google Ads.

His daughter most likely didn’t complete my entire Google Ads course and yet jumped to conclusions, while Mr Client challenged my strategy without fully understanding the rationale behind it.

How Clients Should Approach This?

These examples highlight a crucial point: clients shouldn’t meddle with Google Ads or, worse, judge and challenge the strategy of specialists with years of experience based on incomplete understanding. Doing so often leads to inefficiencies and, ultimately, wasted resources.

Furthermore, hiring one expert just to challenge another rarely results in added productivity—it only creates chaos.

A better approach is to hire the expert who presents the most compelling ideas and give them the freedom to implement their strategies for at least a month or two. This timeframe allows results to take shape and offers a clearer basis for evaluation.

The Sorry Outcome : Everyone Lost

I told my superiors after my very first interaction with the CMO that this client was on a completely different path. The toxicity in the relationship made it clear we should let them go rather than endure the abuse. Predictably, it didn’t end well. Not long after I left, the client also ended their engagement with Tier 11.

Interestingly, even that CMO likely moved on—or was let go. His outdated strategies probably didn’t deliver the performance improvements Mr Client expected.

How It Helped Me?

Looking back, this entire ordeal taught me an invaluable lesson: everything happens for a reason. Had Mr Client not initiated this hit job, I might still be a “salary slave,” stuck in my comfort zone and too afraid to risk my steady income to start my own business.

Launching Guided PPC was a leap of faith born from adversity, but it became the best decision of my life.

My Takeaway for You

Embrace the hard times. Challenges often come disguised as obstacles, but they might just be the universe’s way of redirecting you to your true path.

Trust the process. You may not see it now, but on the other side of adversity lies growth, opportunity, and sometimes, a completely new life.

To Mr Client and his CMO, thank you for pushing me—unintentionally—to find my calling.

And to anyone reading this, don’t fear stepping into the unknown. That’s where the magic happens.

Have you been to this kind of a crossroad? How did deal with this? Let me know in the comments!