Clients often hesitate to try PPC. Two of the most commonly cited reasons are they’ve heard it’s expensive, or campaigns are difficult to manage.
But all of this is half-baked information.
You know how profitable a well-planned PPC campaign can be. You know that businesses make an average of $2 for every $1 they spend on PPC.
But how do you convince your clients?
Here are nine ways to win client trust and close more PPC deals as an agency.
1. Understand the Client’s Pain Points and Objectives
No two businesses have the same challenges. Some may be struggling with low-quality leads while others simply don’t trust PPC.
So, first, conduct a discovery call to understand the client’s needs. Discuss what they want to achieve and where they’re stuck. Audit their current marketing strategies and past PPC experiences (if any).
For example, imagine you’re pitching a client who’s recovering from a failed PPC campaign that cost them a lot of money. Now, you can’t just say, “PPC is great!”
Instead, you need to figure out why their first try failed. Maybe they targeted overly broad keywords or didn’t optimize PPC landing pages. Understand what went wrong and show them how your PPC plan will be different.
When you address these concerns head-on, you position yourself as a problem-solver, and not just another service provider.
2. Educate Clients on the Benefits of PPC
“If you want to sell PPC to more clients, educate them on the benefits first. When clients see PPC as a scalable, data-driven, and ROI-focused strategy, they’ll be more open to investing in it.”
— [ Vineet Gupta, Founder – 2xSaS ]
Many clients hesitate to invest in PPC because they don’t fully understand what it can do for them. But this doesn’t mean you have to rattle off generic benefits of PPC to each and every client.
Instead, tie them directly to your client’s industry. So, if they’re a law firm, talk about PPC’s ability to generate high-intent leads. But if they’re in e-commerce, emphasize more on conversion tracking and retargeting.
Similarly, you can focus on explaining PPC’s immediate visibility to clients who need fast results. For example, a local plumbing company can start getting service calls the same day their campaign launches.
Remember, the more relevant your explanation, the easier it is to sell PPC as a smart, result-driven investment.
3. Showcase Your Agency’s Expertise
Clients won’t invest in PPC unless they trust your agency to deliver results. And trust isn’t something that you can build through hollow claims. It’s built through proof.
Below are three ways to do just that:
- Demonstrate your agency’s PPC expertise with data, case studies, and strategic insights. For example, in the image below, scandiweb shows how they helped a client bring +731% revenue from targeted ads.
- Stick to industry-specific insights to prove your agency’s credibility. For example, when pitching to an eCommerce brand, you can discuss how Google Shopping Ads outperform standard text ads for product-based businesses.
- Make sure your agency’s online presence is strong. Because if you’re selling PPC but your own Google Ads presence is weak or non-existent, clients will notice.
4. Develop Customized PPC Proposals
A winning PPC proposal is one that bridges the gap between your client’s pain points and the solutions you offer. That means you must draft personalized, client-specific proposals, instead of handing them a generic list of your PPC services.
Here’s how to create one:
- Analyze your client’s market. Find out which competitors are running PPC campaigns and what keywords they’re targeting. What’s their estimated ad spend? How do they position their ads? Are there any gaps that your client can capitalize on?
You can use tools like Spyfu and SEMrush to analyze PPC competition for your client.
- Outline a personalized PPC strategy tailored to your client’s goals. For example, a business running Google Ads in Brisbane specifically may need hyper-local targeting. This means using city-specific keywords, location-based ad extensions, and localized ad copy.
- Give a rough estimate of expected results and ROI projections. You can use benchmarks from your past campaigns or industry averages to set expectations realistically.
5. Offer a Trial Period or Pilot Campaign
Offering a trial period is the most practical way to win a client that’s hesitant to try PPC. Not only can they experience the benefits of the PPC campaign first-hand, but also the quality and efficiency of your services.
However, keep these three tips in mind when offering a pilot campaign:
- First, define a clear, measurable goal. This can be generating 20 leads or achieving a 2x return on your ad spend.
- Set a limited budget for the trial period. Even a small budget of $1500 can help you demonstrate your campaign potential without overwhelming the client.
- Provide real-time insights. Don’t just wait for the campaign to end and then show the results. You must educate your client along the way, explaining how PPC works, why certain keywords are performing better, and your optimization strategy.
6. Highlight the Flexibility and Scalability of PPC
Many clients perceive PPC as requiring a rigid strategy with a fixed budget. That’s why you must frame PPC as an adaptable tool that can grow with the client’s business.
Some key selling points of PPC’s flexibility and scalability you can use include:
- With PPC, your clients can start small and increase their spending only when they see real results.
- PPC isn’t set in stone. Businesses can easily adjust their ads, bids, and keywords anytime.
- Clients can scale their PPC efforts in phases. Thus, a small business can first target its city before expanding to statewide or national-level PPC campaigns.
- Clients can hit a pause and resume their campaigns anytime they want. It’s a perfect option for businesses that want control.
7. Address Concerns About Budget and ROI
Yes, PPC is expensive. No, it does not guarantee results.
So, it’s normal if your client worries about spending thousands of dollars on ads that may not deliver results.
What’s important is how you tackle this concern:
- First of all, don’t discard the above two facts. You don’t have to promise the moon but set realistic ROI expectations for your client. As we’ve mentioned before, you can use average industry benchmarks for this or refer to your past campaigns that had a similar background.
- Explain how PPC allows clients to track every dollar spent. For example, platforms like Google Ads and Microsoft Ads can help track ad spend, conversions, and revenue in real time.
- Highlight PPC’s cost control features. Tell your clients that they can set daily caps, bid limits, and pause campaigns anytime to prevent overspending.
- Highlight how new-age AI tools like voice cloning are improving advertising efficiency. By generating realistic voiceovers for ads without costly recording sessions, brands can optimize their marketing budgets, similar to how PPC ensures ad spend is used efficiently.
8. Leverage Client Success Stories and Referrals
Trust is the biggest factor in PPC sales. Clients are more likely to get on board when they see real businesses benefitting from your services.
Below are three ways you can leverage client success stories:
- Create data-backed case studies that showcase before-and-after results.
- Happy clients are your best salespeople. So, encourage them to introduce your agency to new prospects. You can offer referral incentives (e.g., discounted ad management for a month).
- Feature written as well as video testimonials on your website and in your proposals.
9. Stay Up to Date with Industry Trends and Innovations
If you want to sell PPC effectively, you must position your agency as a leader in PPC and not a follower.
So, make sure you:
Keep up with industry changes and monitor platform updates rolled out by Google and Meta. You can subscribe to trusted PPC resources like PPC Hero to stay ahead of the curve.
Understand and implement AI-driven strategies to deliver better ROI and streamline campaign management.
Conclusion
The best way to win PPC clients for your agency? Show, don’t just tell.
Use real numbers and customer success stories to demonstrate your expertise, highlight competitor gaps, and offer small test campaigns to prove results.
Make sure you educate your clients on the benefits of PPC along the way to position it as a scalable and measurable marketing strategy.
When clients see how PPC directly impacts their bottom line, they won’t just buy in—they’ll stay invested.
