Maddie Lightening talks ROAS misreporting, account structure chaos and AI flaws

Maddie Lightening, head of paid media at Hallam, joined me to talk about the mistakes, lessons and mindset shifts that have shaped her career at PPC. With over a decade of experience in search, social, programmatic, digital out-of-home and ABM, he shares a clear view of the realities of paid media at the forefront of a fast-moving industry.

Error reporting that doubles performance

One of Maddie’s early mistakes involved misreporting performance due to account balance differences. Working with an Australian payment setup while reporting in GBP, he unknowingly halved the reported results because the conversion rates were being translated. The problem only came to light after comparing the field data with CRM statistics, which revealed that performance was twice as strong as reported, highlighting how easily technical setup details can skew results.

If the structure of the inheritance account becomes a problem

A complex challenge arose from a travel client using an outdated, empty account structure with thousands of campaigns. While this “2016-style” setup has worked in the past, it conflicts with modern AI-driven bidding and data aggregation methods, making it difficult to increase efficiency and diagnose problems when results start to decline.

Why timing is as important as strategy

Maddie explained that although the team had planned to reschedule the account, they delayed it to avoid disrupting the high season. When operations slowed down in January, they were forced to make many changes quickly, adding to the pressure and complexity. In retrospect, starting to reorganize early may have reduced risk, indicating that delaying necessary changes can sometimes be more dangerous than acting quickly.

Pressure to adjust performance in real time

As performance declined during a critical period, the client was understandably concerned, especially given how much of their annual budget was relative to the peak months. At the same time, the audit and internal review added pressure, making it one of the most challenging times in Maddie’s career, but it also emphasized the importance of collaboration, support and staying focused on solutions rather than panic.

How the CPC cap helped regain control

One key fix involved regaining control over incremental CPCs by using a larger CPC cap with portfolio bidding strategies, even when using automated bidding. This approach significantly reduced CPCs without hurting performance, showing that marketers can still direct AI-driven campaigns by using the right constraints rather than relying on full automation alone.

Why blocking AI is the wrong move

Maddie also highlighted an industry-wide mistake: refusing to fully embrace AI. He recalled working at an institution that banned AI and automation tools, which he believed limited growth and put teams at a disadvantage. Instead of resisting AI, he says marketers should learn how to use it strategically while maintaining oversight.

Better notifications lead to better AI results

The key takeaway from the use of AI is that the results are highly dependent on the quality of the input. Maddie emphasized that vague information produces weak results, while detailed context—such as goals, audience, and structure—leads to more useful results. AI should be considered a support tool that enhances human work, not a replacement for it.

Why curiosity is still important in PPC

Maddie emphasized the importance of experimentation, encouraging teams to test ideas even when the results are uncertain. His philosophy—“test and learn”—reflects the idea that even failed experiments provide valuable information that can inform better decisions in the future.

Small mistakes do not end the job

He also faced everyday mistakes, such as sending the wrong message to a client, noting that while it may feel critical at the time, they are usually easy to correct. The key is to be accountable, fix the issue quickly and have the right perspective instead of overreacting.

Throughout her examples, Maddie emphasized that success in PPC is found in adaptability, continuous learning and a willingness to challenge existing methods. Whether it’s dealing with account structure, automation issues or performance, the ability to evolve is what separates strong teams from others.

The final takeaway

Ultimately, Maddie’s experience shows that mistakes, when handled correctly, can lead to stronger strategies and better performance, and that staying curious, proactive and open to change is essential to long-term success in paid media.