The Fastest Way to Get New PPC Clients

As a PPC consultant or agency, the most important job when starting out is to attract new clients. This can be tricky. Why? Approach big companies and they’ll tell you that their PPC is managed by somebody else, or that they have an in-house team. They may be doing a terrible job, but the problem is this: when you try to call them, they’ll either refer you to their agency (who may manage all of their media) or they’ll put you through to their in-house PPC team. Just last week I had an awkward conversation with a guy from the marketing department of a large company. I told him that his company were wasting thousands of pounds a month due to several destination URL errors, along with a whole host of other issues with their geo-targeting and broad match strategy (I held back on the specifics as I was obviously pitching for their business). Turned out the guy I was speaking to was their PPC ‘expert’ who had created and was now managing this abysmal campaign. He thanked me for my advice and basically told me to go away and never mention this again. A week later and the errors remain…

Approach a small business and you have a different problem. These guys will happily hear what you have to say, but they usually don’t have the money to run a big enough PPC campaign to make management a viable option. If they are only spending £1,000 per month, how much are you going to be taking in commission and how much time can you realistically afford to give their campaign for that. I have small business clients, but I usually deliver Adwords reports or consultancy calls for these guys – it makes more sense for both parties, and they normally want to manage their own campaigns anyway.

So what is the fastest way to get new PPC clients? There’s a step-by-step approach that I have refined since I started this business:

 

1) Be laser focused on identifying the right clients for you

Don’t be unrealistic – as an individual consultant or small PPC agency you’re never going to get a dinner with the CEO of Amazon. Nor do you want to set your sights too low – you’ll end up with a glut of clients who are taking up too much of your time for not enough money.

Target medium-sized businesses who are making serious mistakes with their Adwords campaigns. You know you have the ability to make them more money, you just need to convince them. Crucially, if the companies are local to you, you have a much better chance of securing their business. You can meet them, and impress them with your plan of action.

 

2) Get hold of the decision maker

Once you’ve identified a company as a good potential client, you need to get hold of the decision maker. Most companies will have a Twitter account. Find them. You can contact them now, through their official Twitter account, but I would recommend another tactic. Go on LinkedIN or Google and search for the company name plus CEO/Managing Director/Marketing Director. Once you have the name of the decision maker, get back on Twitter and contact them. For some reason, people are MUCH more likely to respond to a message on Twitter than an email which may end up in their junk folder. If you can pique their interest in 140 characters, you have a good chance of setting up a meeting and securing their business.

 

3) Convince them

This is the hardest part of the process. Once you’ve set up a meeting or phone call with a decision maker at a potential client, you need to convince them that you can actually transform their PPC campaigns and that you’ll be making them more money than you’ll be charging for your monthly fee. We offer our potential clients a free Adwords account review where we have a brief dive into their account to see exactly where things could be improved.

A potential snag is this: one client told me that they get 10 calls or emails per day from companies offering PPC or SEO services. Often they’ll be enticing, with promises of a free Adwords voucher. They don’t understand that a free Adwords voucher is worth nothing unless the person managing the PPC campaign knows what they are doing. And there are so many agencies out there, including some very large ones who I won’t mention, who clearly don’t know what they are doing.

Convincing a client that you are worth your fee is crucial at this stage, and if you have testimonials or references from other happy clients, now is the time to use them.

 

Hope this article helps, as always comments & questions are welcome…

About The Author

Michael Madew

PPC expert with over 10 years' experience in creating and managing highly profitable PPC campaigns on Google Adwords, Bing Ads and other paid search platforms.

2 Comments

  • Foamy Media

    Reply Reply July 16, 2016

    another good set of tips, really helped us focus on gaining new ppc clients, thanks!

  • luke westwood

    Reply Reply October 16, 2016

    Thanks for this article, really helped as I’m starting my own PPC agency.

    I don’t have any references for my PPC service though, but I truley love the work and know who my dream clients are. Could you recommend how I can show my skills, even though I don’t have testimonials.

    Would be really grateful :).

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