How to Find Clients for Google Ads (4 Pitfalls of Using Google Ads)

April 6, 2023

How to find clients for Google Ads in 2022:

  1. Grow your brand
  2. Find clients with existing ads
  3. Certifications
  4. Know your client beforehand
  5. Be Transparent

Running a Google Ads agency, a digital marketing agency, or simply a Google ad campaign opens up a lot of potential sales and revenue, especially since you’re working with ads launched by Google, a multi-trillion dollar company.

Unfortunately, you still have to worry about developing your ad campaign or PPC campaign, maintaining clients, meeting sales targets, and consistently turning leads into sales. 

Failing to produce results will drive your clients away, making your company suffer from serious financial losses. Using Google Ads also has its fair share risks that we will discuss in this article. Read on to know more.

Local lead generation, on the other hand, is an online business that eliminates these issues by providing complete control and authority over what happens to your business.

You start by creating a website and ranking it using SEO tactics that satisfy Google’s algorithm. Once your website is ranked, you can start allowing local businesses and companies to use your website to generate leads. 

Local lead generation also requires very minimal maintenance. All you have to do is watch as you make money for each lead conversion.

5 Ways to Find Clients for Google Ads

Here are 5 ways you can find digital marketing clients for Google AdWords.

1. Focus on Growing Your Brand

As a beginner, the best way to get your first PPC client quickly is to focus on growing your brand before anything else.

A lot of digital marketing agencies fail simply because they oversell and under-deliver. 

They put a lot of effort into finding customers, identifying leads, and filling pipelines without giving attention to the development of their brand. 

Growing your brand should come first before anything. You wouldn’t want to present a company that’s unequipped and barely established. 

Here are a few ways to grow your brand before you search for a new client:

Expand your knowledge

Growing your brand would not be possible if you do not have the required skills, knowledge, and experience.

There are thousands of resources on the internet that can help you understand what Google Ads are, how you can effectively use them, and many more.

One of the most importance concepts you must understand before using Google Ads are the 4 C's of PPC.

The 4 C's of PPC are as follows:

  • CTR: CTR, or click-through rate, is the number of users who clicked your ad divided by the number of times it was seen. For instance, if your ad was clicked by 100 people but was seen by 500, your CTR would be 5%. 
  • CPC: CPC, or cost-per-click, is the amount of each click an ad gets based on the number of impressions it generated. 
  • CPA: CPA, or cost-per-action, is the amount of money spent for each desired action that was accomplished by a user. Simply put, it determines the amount of money that was required to convert a click to a sale.
  • CVR: CVR, or conversion rate, is the amount of sales conversions an ad gets relative to the number of clicks and impressions.

Build a website

A website reflects your company’s image and is likely to leave an impression on potential clients.

Include your general info, what services you offer, transparent pricing plans, and even client case studies and testimonials. 

You can also choose to build and update your LinkedIn profile to achieve a more professional look for your company. 

Pick a specific niche

Typically, digital marketing agencies are hyper-focused on diving into multiple niches in order to get as many clients as they can. 

This, however, compromises the quality of work the company provides since their attention is divided instead of being placed into developing into a single niche.

Pick a specific niche and focus on building your brand around that niche. The more knowledge and experience you gain, the better your chances are of establishing yourself as a leading agency within that niche.

Identify your strengths and weaknesses

Understanding where your company falls short is an effective way to further to develop your brand because it helps you determine what to improve on.

Focusing solely on your strengths is beneficial in cultivating a positive culture within your agency.

However, failing to recognize your weaknesses is a recipe for disaster and can ultimately hinder your company from growing.

A good metric you could use to help you audit your company's performance would be the 3 R's of PPC. The 3 R's of PPC are as follows:

  • Reach: Are your ads reaching their intended audiences?
  • Relevance: Are your ads relevant to your target audience?
  • Response: How do you target audiences respond to your ads? How effective are your ads in delivering ROI?

2. Find A New Customer That Already Uses Ads

A marketing agency that’s trying to find clients will broaden their search and get as many clients as they can. 

While this may sound like a good idea, it could cause more harm than good since it subjects you to a handful of rejection from clients who don’t really want to have ads. 

One of the best ways to find clients for Google Ads is to narrow down your search and look for companies that already have ads in place. 

Not only does this increase your chances of landing a client, it also puts you in a better position to showcase what your agency has to offer.

To add to that, targeting clients that already have ads in place allows you to re-evaluate certain aspects of their company that can be improved on. Examples of these are:

3. Get a Google Ads Certification

Getting a certification from Google is a good way to show clients that you maintain a high level of knowledge and expertise in launching a Google Ads campaign and the Google advertising space as a whole.

Google offers an array of certifications for Google Ads. Some of these include:

Google Ads Search Certification

A certification given by Google to individuals who excel in search advertising.

Search ads are advertisements displayed to users who are already searching for the product being promoted by the ads.

It is more focused on search terms rather than general advertising.

Google Ads Display Certification

A certification awarded by Google to those who have displayed a mastery of display advertising.

Display ads are advertisements that can be seen all over the internet, not just in a single Google search result page. 

Google Ads Video Certification

A certification focused on recognizing advertisers that have the ability to get results through video advertising, such as YouTube Ads.

Shopping Ads Certification

A certification granted to advertisers who are proficient in building and optimizing shopping ads.

Google Partners

A Google Partner is a digital marketing agency or advertising company that is recognized by Google for:

  • Developing effective campaigns
  • Providing quality advertising services
  • Having the necessary skills and knowledge in successfully maintaining ad campaigns.

4. Study Your Clients

Researching about your clients is a good way to show proactivity and initiative. Studying your clients and knowing about them is a big green flag for any potential customer.

It also shows that you’re interested in the company and not just there to make a profit out of them.

More often than not, this increases your chances of landing a client and allows you to develop a good working relationship with them.

Another benefit of studying your clients beforehand is being able to outline your pitch based on what the company needs.

Focusing on what you can do for them is the most important part of presenting your business.

5. Be Transparent

Honesty and transparency help to foster communication and openness between two parties. 

Being honest and transparent about every detail of your business is extremely crucial if you want to land clients.

Avoid withholding any important information from your clients and lay out everything up front. Be open about:

  • Your prices
  • Estimated ad spend
  • Ability to meet targets, project timelines, and everything else 

Not only does this establish a relationship between you and your client, it also nurtures a sense of collaboration and teamwork.

What are Google Ads?

Google Ads, formerly known as Google AdWords, is an advertising service launched by Google back in October 2000.

The service was designed for individuals looking to promote their products and services on the Google platform.

AdWords and PPC are the same thing, in the sense that AdWords is a pay-per-click service which was launched by Google.

Back in 2021, Google Ads amassed $209.49 billion in revenue. In addition, they generate over 8.5 billion search queries daily and own over 92% in search engine market shares.

Google Ads has cemented its place as the biggest advertising service on the internet, if not the biggest to ever exist.

Creating a Google Ads account / AdWords account is easy and can be accomplished within an hour.

However, Google takes approximately 1-2 days to review your account and another 7 days screen and evaluate your business.

Other advertising services offered by Google:

  • Google AdSense: Google AdSense is an advertising service that allows website owners and publishers to make money through ads. Simply put, you can make money by allowing companies and businesses to display their ads on your website.
  • Google Analytics: Google Analytics is a tool developed by Google that allows websites owners to collect and analyze data regarding their website. The platform can be used by anyone with a Google account for free. 
  • Google Shopping: Google Shopping is a product research platform developed by Google in order to help consumers discover new products, study those products, identify the best prices, and communicate with sellers. 
  • Google Display Network: A network of websites and applications where most ads are displayed. Approximately 90% of users are reached by the Google Display Network ad group. Examples of websites that are part of the Display Network are YouTube and Gmail.
  • Google Tag Manager: Google Tag Manager allows website owners to manipulate and update tags on their websites in order to generate more leads, drive more traffic, and many more.
  • Google Ads Management: Google Ads Management / Manager is an advertising platform specifically designed for large-scale advertisers and publishers. 
  • Google Ads Expert Mode: Google Ads Expert Mode is a more advanced version of Google Ads. It allows you to cover different types of ads such as Search, Display, Video, and Shopping. However, this is recommended for experienced and advanced advertisers.

Other advertising services on the internet:

  • Facebook Ads: A social media advertising service developed by Facebook specifically for their platform. However, a Facebook ad, just like any other Google ad, could appear outside of Facebook as well.
  • Microsoft Ads: An advertising system launched by Microsoft that includes Bing Ads, Yahoo Ads, and AOL Ads.
  • Amazon PPC: A PPC advertising service designed for sellers on Amazon. An Amazon PPC ad can be viewed outside of the Amazon platform.

4 Pitfalls of using Google Ads

Using Google Ads as your main avenue for running ad campaigns guarantees more success than any other advertising service. 

However, advertising on Google isn’t a surefire way to attain success since it subjects you to a variety of issues that Google doesn’t want you to know. 

Here are 4 pitfalls you might need to consider before starting your Google Ads business.

1. There Is Intense Competition

According to KlientBoost, Google AdWords is the go-to advertising service of over 7 million advertisers globally.

There are also over 2 million registered Google Ads accounts, which means there are millions of other people doing the same thing you are, or even better.

To add to that, Google Ads have become more and more expensive over the years, which can be terrible news for a small business. 

Small businesses will not only suffer from financial losses if their expensive ad campaigns are mishandled, they are also subjected to competing with big companies who have thousands, if not millions, of dollars to use on ad spend.

2. It’s Pay-Per-Click, Not Pay-Per-Sale

Google charges you not for every sale you make, but for every click your ad gets. 

Big companies have no problem complying with this since they typically have millions of dollars budgeted for ad spend.

Small-scale businesses, however, might find this expensive and detrimental to the development of their company.

Even if you generate lots of traffic, you won’t see a return on investment if your visitor clicks do not translate to sales.

3. It’s Not a Sustainable, Long-Term Fix

Google Ads heavily depend on the amount of money you have. If your budget for ad spend is used up, your ads will disappear.

Unlike search engine optimization (SEO) that typically allows your ads to rank for longer period, your Google Ads can disappear almost immediately once your budget is spent.

This might be sustainable for a company that has money to spend or dispose. However, it might not be the best choice for a budding company that’s looking to generate revenue consistently.

4. Your Ad Content Is Limited

Google Ads have restrictions when it comes to the amount of content you can place on your ads. You may include:

  • Three 30-character headlines
  • Two 90-character description lines
  • One customizable display URL

If you want to convince, persuade, and grab the attention of your potential customers, this is not sufficient. 

Three headlines and two description lines are simply not going to cut it if you want to include the necessary keywords, a convincing pitch, and a persuasive call-to-action.

Conclusion: Are Google Ads Worth All the Trouble? 

There are approximately 8.5 billion searches on Google every day, which makes it the perfect market for digital marketing agencies across the globe. 

The massive exposure and traffic Google Ads generate are hard to ignore. Not only is your ad being seen by millions of people worldwide, the amount of potential sales and revenue are also very achievable. 

On top of that, being a freelance Google Ads specialist wouldn't be a bad idea as well. The average Google freelancer makes around $25.48 per hour in the United States.

Unfortunately, you also have to deal with a variety of risks and issues such as tough competition, market oversaturation, constantly increasing costs, and many others that were mentioned in this article. 

Local lead generation, on the other hand, not only takes these concerns off your hands, but also provides a more stable source of income.

Unlike Google Ads, local lead generation does not rely on paid ads. Instead, it uses SEO to organically rank websites, which is a more sustainable and long-term method to push your website to the top of a search term or result for an extended period of time.

Once your website is ranked, all you have to do is allow local businesses and companies to use your website to advertise products and generate leads. For every lead that is converted to a sale, you make money.

If you’re looking for a stable, low-maintenance source of income, local lead generation might be the best option for you. 

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Ippei Kanehara

$52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

His #1 online business recommendation in 2024, is to build your own lead generation business.

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    1. Yea Google ads still work. We teach how to use them to generate some quick leads to entice business owners with hot leads.

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