While managing a major B2B SaaS account, Hallam PPC Lead, Simran Harichand tightened a target CPA to improve efficiency but failed to monitor the impact. The change dramatically reduced spend, leaving the account €30,000 short of its monthly budget target.
When underspending becomes a business problem
Underspending isn’t just a media issue — it can affect a client’s future budgets. In this case, unused funds had to be returned to finance, making it harder for the marketing team to justify similar investment levels in future planning cycles.
The hardest part wasn’t the mistake
The most difficult moment came when Simran had to explain the situation to the client. Rather than making excuses, she took full responsibility for the error and acknowledged the impact it had on their goals.
Trust is built after the mistake
Although the client was understanding, trust had been damaged. Simran rebuilt confidence by introducing weekly budget pacing updates, showing transparency and proving the issue wouldn’t happen again.
Why the “brilliant basics” matter
The experience reinforced the importance of fundamentals such as budget pacing, account monitoring and conversion tracking. No matter how advanced advertising platforms become, strong basics remain the foundation of good performance.
What she’d do differently today
Looking back, Simran says she underestimated how much influence a target CPA change could have on delivery. Today, she treats any spend-related adjustment as a significant account change that requires close monitoring.
The danger of relying on AI without oversight
Simran supports testing AI-powered tools but warns against blindly adopting every new feature. She believes advertisers should balance experimentation with human oversight and strategic thinking.
Why conversion tracking remains the industry’s biggest blind spot
One of the most common issues she sees in account audits is poor tracking implementation. Inaccurate conversion data can lead to flawed optimisation decisions, making reliable measurement more important than ever.
The human side of client relationships
Strong client relationships can help teams navigate difficult moments when mistakes happen. Building trust through communication and honesty often matters just as much as delivering strong performance.
The bottom line
Mistakes are inevitable in PPC, but accountability and learning from them are what matter most. For Simran, the experience was a reminder that long-term success is built on mastering the fundamentals and maintaining trust.
