Dale Olorenshaw: The £15,000 Landing Page Mistake
▼ Summary
– A £15,000 PPC test campaign failed because traffic was mistakenly sent to the wrong landing page, which the client discovered after a month.
– The error occurred due to bypassing internal QA processes, ignoring instincts, and not investigating conversion issues despite normal top-line metrics.
– Dale handled the mistake by calmly acknowledging it, investigating fully, and honestly informing his account director before StrategiQ supported recovery efforts.
– Dale learned to always follow QA procedures, trust his instincts with unusual data, and promote team accountability regardless of seniority.
– He advocates for honest discussions about PPC failures to normalize mistakes, reduce pressure, and foster supportive team cultures focused on solutions.
In a revealing discussion on PPC Live The Podcast, Dale Olorenshaw, Head of Paid Media and Search at StrategiQ, shared a cautionary tale about a £15,000 test campaign that went wrong due to a simple but costly oversight. Despite generating strong engagement and clicks, the campaign failed to produce conversions, leading to a discovery that would reshape his approach to campaign management.
The issue came to light when the client noticed that traffic was being directed to an incorrect landing page. A dedicated test page had been carefully prepared, but the campaign was mistakenly linked to the wrong URL. For an entire month, the budget was spent driving visitors to a page that couldn’t possibly convert, leaving everyone puzzled by the lack of results until the client identified the problem.
Internally, several factors contributed to the mistake. Olorenshaw had managed the campaign on his own, bypassing the usual quality assurance checks. He also admitted ignoring his initial feeling that something wasn’t right. Because top-level metrics like clicks appeared normal, he didn’t investigate the conversion issue more deeply. The most difficult part was realizing the client had uncovered the error before his own team did.
When the mistake was confirmed, Olorenshaw’s first reaction was panic. However, he resisted the urge to send an immediate emotional reply. Instead, he acknowledged the client’s concern, promised to look into it, and took time to collect his thoughts. The following day, he approached his account director with complete transparency, admitting, “I’ve messed up.”
StrategiQ responded with strong support, focusing on resolution rather than blame. The agency refunded a portion of the wasted budget, provided additional services at no charge, and offered discounted rates for the next project phase. After relaunching the test correctly, the campaign performed well, and the client relationship not only survived but grew stronger.
This incident fundamentally changed Olorenshaw’s professional habits. He now rigorously follows QA processes, regardless of his seniority, and pays close attention to his instincts when data seems unusual. He actively encourages team accountability by requesting second opinions and double-checks, reinforcing that experience does not make anyone immune to errors.
Beyond his own story, Olorenshaw points to a widespread issue in PPC: overcrowded Responsive Search Ads. Google’s system encourages loading ads with numerous headlines and descriptions, but with limited budgets, this often creates too many ad combinations for the algorithm to test effectively. He advises simplifying ad assets to ensure clarity and give each variation enough data to perform.
Olorenshaw emphasizes the importance of openly discussing mistakes within the PPC community. Many newcomers only encounter success stories online and may feel that errors reflect poorly on their skills. Sharing real-world experiences helps normalize setbacks, reduces unnecessary pressure, and highlights that growth often comes from learning how to solve problems.
He also stresses the value of building a supportive team culture where mistakes aren’t seen as career-threatening. Leaders should promote honesty, eliminate blame, and ensure challenges are tackled collectively rather than leaving individuals to handle them alone.
If there’s one overarching lesson from his experience, it’s this: act thoughtfully, communicate with integrity, and always manage client funds as if they were your own.
(Source: Search Engine Land)
