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At the beginning of 2010, our promotional gift business was in trouble. We’d grown fast, in retrospect, perhaps a little too fast. We’d bucked the trend and seemingly avoided the recession that was causing chaos around us during 2009. We’d built a multi-million dollar business on the back of Google Ads (or Adwords, as it was known back then) and rode the wave, but in 2010, we hit the cliffs hard. We were losing money fast on Adwords, and we knew we had to find a way back to profitability.
Click Convert founder John Langley stumbled across a new functionality in Adwords, and felt that there must be a reason that Adwords didn’t appear to be working. “In one of those life-changing moments, it was clear to me,” John explains. "I had mastered it, but this was quickly followed by anger at the armies of agencies I’d employed. I now realized that they knew nothing. For the most part, this is an issue that is still true in the paid search world.” Shortly after that event, John launched Click Convert as a way to educate and help business owners and marketing professionals with his personal experience. “Sometimes you can only create a major change if you’ve experienced this type of problem as a customer.