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Jack Hepp talks about getting fired from his first PPC job
On episode 329 of PPC Live The Podcast I speak to Jack Hepp, founder of industrious Marketing LLC, discussing the fallout and what it took to bring him back to feet after he got fired from his first PPC job.
The big f-up: fired from his first agency job
Jack’s defining career moment came just a year and a half into his first agency role. Despite being eager to learn, he was still new to digital marketing when a major mistake occurred.
“We dramatically underspent a client’s ad budget for the month — by almost 50%,” Jack recalls.
That underspend had serious consequences. The client relied heavily on Google Ads for online sales, and the missed spend translated directly into lost revenue. As the main point of contact, the blame fell on Jack.
“I was fired,” he says plainly. “It was my first job ever, and it crushed me.”
Communication breakdown: the real mistake
Looking back, Jack believes the root issue wasn’t just the budget underspend — it was poor communication.
“There were other agencies, account reps, and multiple layers of management involved,” he explains. “But I didn’t communicate clearly enough. I was afraid to admit that something was going wrong.”
That fear of being honest about mistakes is common in early careers. I note, “If people hear that one mistake could get them fired, they’ll stop taking risks. That’s not how innovation happens.”
Jack now emphasizes transparency as a key professional value: “If I had communicated better, maybe things would’ve played out differently.”
The role of leadership and training
As the conversation unfolds, it becomes clear that Jack’s situation reflected deeper organizational issues. He received no formal training before being handed digital responsibilities.
“It was very much like, ‘You’re young, you know how the internet works,’” Jack laughs. “But I didn’t know what I didn’t know.”
He and I agree that poor management and lack of mentorship can lead to preventable failures. “That agency set you up to fail,” I remark. “Good leadership means helping juniors understand what to do — and why.”
Rising again: the power of networks
After being let go, Jack initially swore off marketing altogether. “I thought I was done. I even started applying for jobs in banking,” he says.
But three months later, his professional network changed everything. A local agency called him out of the blue — thanks to someone who had vouched for him.
“They told the agency, ‘You need to talk to Jack. He’s great — don’t judge him by that one mistake.’”
That opportunity reignited his marketing career, proving the power of community connections.
“Your network can be your safety net,” I said. “Join Slack groups, PPC chats, LinkedIn communities. Those relationships can literally save your career.”
Lessons learned: transparency and ownership
Since that early setback, Jack has gone on to manage countless campaigns and clients. And yes — he’s made other mistakes, including the classic daily budget typo (“$1,000 instead of $100”).
But this time, he handled it differently:
“I went straight to my manager and owned it. We told the client, fixed the pacing, and moved on. Being transparent builds trust.”
Jack’s biggest takeaway?
- “Communicate openly, even when it’s uncomfortable. People are usually understanding if you’re honest and proactive about fixing the issue.”
On AI and the future of PPC
In the latter part of the discussion, Jack and I explore how AI is changing the paid search landscape — and why experience still matters.
Jack cautions against over-reliance on automation:
- “AI makes it easier to manage accounts, but harder to manage them well. You still need human judgment.”
He’s noticed a worrying trend where brands “take the human out” of campaign management, trusting AI to do everything. “That’s when you start seeing nonsense ad copy or mismatched targeting,” he warns.
I add, “AI should be a tool, not a crutch. You still need people who understand the fundamentals of marketing — audience, message, and intent.”
Advice for managers and new marketers
For managers training juniors in the AI era, Jack offers simple guidance:
- “Even if AI can automate tasks, make sure your team understands why those tasks matter. Teach the reasoning, not just the process.”
This builds critical thinking — the kind that prevents mistakes before they happen.
Final thoughts: The PPC Sequel
If Jack’s PPC career were a movie, what would it be called?
- “The PPC Sequel: I thought it was over, but I came back for part two.”
It’s the perfect metaphor for his journey — from fired beginner to respected thought leader.
I closes the conversation with a reminder:
“No matter how low things seem, things can always turn around.”
