004: 10 Questions To Amy Hebdon, Founder of Paid Search Magic

Name: Amy Hebdon

CompanyPaid Search Magic

Role: Founder

Favorite Quote: “A problem clearly defined is already partially solved.”

Favorite Book: 7 Habits of Highly Effective People – Stephen Covey

Amy Hebdon is a paid search expert who has been helping companies grow their businesses using paid media since 2004. She’s managed several hundred million dollars in spend, working with Fortune 50s and SMBs alike to 2x, 10x and 50x their return on investment.
She’s the founder of Paid Search Magic, a paid media agency that specializes in Google Ads. Together with her co-founder and husband James, they manage paid search for clients, build high-impact audits and reports, and train digital marketers to get better results for their own clients. They also co-host The Paid Search Magic Podcast.

Here are the 10 questions and her answers:

1. Why did you choose business?

I’m driven by meaning and connections. I love that with paid search, we’re helping 2 sets of people (company and customer) solve their immediate problems.

2. What was your first business idea and what did you do with it?

I think my very first business idea was giving art lessons to my neighbor when I was really young. I remember standing at their door with my sample in hand, asking if their daughter wanted to “learn to draw like this.” I don’t think that lasted very long, to be honest.

3. How did you get started in current business/startup?

I wanted to have the autonomy to choose my clients. They’re getting my best work and energy, so we need to have a good alignment and strong partnership. After years of agency life where I had to work with any client that would pay us, I’m very happy to have a say in whose businesses I’m helping to grow.

4. What do you wish you knew before you started your first business?

I wish I understood that success was inevitable if I had a system and a strategy that I followed.

5. How do you market your business? How are people aware of your business?

This is something I’m continually learning! I’m kind of discovering authority marketing after years of being focused on a totally different type of marketing strategy. Slowly but surely I’m adding podcasting, speaking and guest posting to my toolbox.

6. What is the strangest marketing experiment you ever did?

I was a massage therapist for a few years, and I would always experiment with what drove more tips. For chair massage: hair pulled back or down? For longer sessions: what signs did I have displayed in the waiting room? How did I approach receiving payment?

7. Why do your customers select you over your competitors?

They trust me and know that not only am I skilled at driving results, but I will always act with integrity and in their best interest. I’m very proactive in finding new ways for them to grow, and I’ve learned that a lot of agencies are reactive at best.

8. How do you motivate yourself?

I’m an Enneagram 5. I’m hard-wired to want to achieve master-level success in my projects and work, so motivation built-in to who I am. But…motivation to rise with the sun and go jogging? I’m still working on that one.

9. What was the best piece of advice you ever got? The worst?

The Best: “Do it now.”
The Worst: “Leap and the net will appear.” This is great advice in the right context, but in a lot of cases it undermines the need for a roadmap and glamorizes impulsivity.

10. What’s your best team management tips?

Have clear success metrics, and get people to buy-in to the problem rather than assigning them to implement the solution. If they are just taking action on a task you gave them, you’ll just get the box checked. If they understand the problem and the importance of solving it, they’re much more likely to bring their creativity and energy into coming up with their own solution.

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