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Is my client right?
Posted by on July 19, 2024 at 1:03 amI do ppc for contractors and remodelers, I recently onboarded a pool builder in dallas, texas.
He didn't tell me that he doesn't do some pool types like above ground and fibreglass etc so I got him a bunch of irrelevant calls.Once he told me i fixed his ads and since then he has 2 lead forms from people asking for a quote and 10 phone calls with 2 phone calls over 6 minutes long. All this in $1k ad spend.
I listened to the one of the phone calls and the guy invited my client to his home for an estimate.
BUT my client says he's only got irrelevant leads and wants to stop google ads. I just think he has poor sales skills and he is unable to close leads.
He pays good money so I really want to keep working with him but what should I do. -
1 Reply
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“He didn’t tell me…” That’s 100% on you for missing that during onboarding. The client doesn’t know PPC, but your onboarding should be thorough enough to understand what the client does (highest margins, most common work/areas, preferred job(s), and [among many other things] anything they don’t/won’t do). What they won’t do is just as important as what they do.
2 lead form submissions…did you update the form to ask which type of pool they’re interested in? If not, I wouldn’t count them as “relevant”/qualified.
10 calls, 2 of which were over 6 minutes…How long were the other calls?
If you only listened to one call where he was invited, I would say you can only *confidently* say you delivered that one lead.
How was he on the phone during the call you listened to? I recommend listening to this call, and the others, before writing it off as “bad closing skills” on the clients part.
Additionally, if you’re looking to further control the quality of leads, I wouldn’t be using form extensions. -
It’s more than okay to learn what you can from this client, thank him and move on. Leave the door open for them to come back and be courteous. Sometimes being the one with the initiative to end the relationship, creates the long term positive reputation.
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If a channel is showing some signs of working, I would set expectations of 6-months (or more) to test & refine it.
Maybe there is a pool segment that it would make sense to refine towards, but the client would need to be willing to work on it, and you’d need to lead them.
For example I used to do lead ads for a small business owner.
Once a month we’d meet and work out the attrition rate of the leads from all online sources.
I’d bring the Google Analytics conversions, and he’d bring the CRM/subscriber data.
Conversions weren’t that high so we could roughly manually match them up without having to do any fancy data connection with the CRM.
We found personal customer CPL via search ads was $50-100, but they didn’t last long. Business customers cost per lead was $100-150 and they would stay for many years, so we refined ads to focus on them.
Personal customers still came through organic, we just didn’t spend any money on it. -
Some clients will just always be short term. Can’t always listen to their explanation. It’s easier to make some excuse than be honest.
A 1k adspend client is not worth worrying about.
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I agree with you improving your onboarding. Always ask what they don’t do. These kinds of clients are hard to keep happy even when you do a good job. I work with hone services and there is a decent amount of churn. Maybe one a month,
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