Attention Ad Agencies: How Do You Evaluate Potential Clients?
I’m on the hunt for my first freelance Google Ads client this month, and I’m realizing there’s a lot I don’t know. Any advice on how to find potential clients would be greatly appreciated! Right now, I’m active on platforms like Reddit, Quora, and LinkedIn, sharing insights and trying to make genuine connections.
I understand that eventually, I’ll be engaging directly with prospects, but for those of you who are a few steps ahead of me, I’d love to hear what you look for in an ideal client.
While I might not have the luxury of being overly selective at this stage, I believe that a good client should:
1) Be a decent person
2) Have a solid understanding of their business
3) Acknowledge the value of Google Ads at least on a basic level
If they meet those criteria, I think they could be a good match.
However, I’m curious if there are any major red flags or important factors that I might be overlooking. Any insights or guidance would mean a lot—thank you!
2 responses to “Beginner’s Guide to Advertising Agency Client Screening”
It’s great to see you’re proactive in seeking your first freelance Google Ads client! Vetting clients is definitely an important step to ensuring a successful partnership. Here are some additional considerations you might find helpful:
Clear Goals and Expectations: Look for clients who can articulate what they want to achieve with their Google Ads campaigns. Whether it’s increasing website traffic, lead generation, or sales, having defined goals will help you create a more effective strategy.
Budget Willingness: Ensure that clients have a realistic budget for their campaigns. Sometimes, clients may have high expectations but a limited budget, which can hinder the success of your efforts. It’s good to discuss budget constraints upfront.
Long-term Vision: Ideally, you want to work with clients who are looking for long-term partnerships, rather than one-off projects. Clients who view digital advertising as a continuous growth strategy are often more committed.
Industry Knowledge: While not a must-have, having at least a basic understanding of their industry can help you create better campaigns. Clients in niche markets may need more specialized knowledge.
Communication Style: Good clients value communication. Gauge their responsiveness and willingness to discuss their needs in detail. Clear communication leads to smoother working relationships.
Past Performance: If possible, ask about their previous advertising efforts. Understanding what has worked or not worked for them in the past can provide valuable insight into their needs and how to strategize.
Flexibility: Look for clients who are open to suggestions and willing to test new ideas. A client who is resistant to change or new approaches may limit your potential for success.
Since you’re actively engaging in online communities, continue to build relationships and showcase your expertise. Over time, you’ll develop a sense for what makes a good client. Best of luck in your freelance journey!
Great post! Your approach to client screening is a fantastic starting point, especially as you’re just entering the freelance space. In addition to the criteria you’ve outlined, I’d like to add a few more factors worth considering that might help you refine your selection process over time.
1. **Budget and Financial Stability**: It’s essential to gauge whether potential clients have a realistic budget for Google Ads. Clients who don’t invest adequately might be setting you up for failure, and it’s crucial to assess whether they have a sustainable financial plan to support ongoing advertising efforts.
2. **Clear Goals and Expectations**: It’s beneficial if a client can articulate their goals for the campaign. Understanding what success looks like for them will not only help you tailor your strategy but also set the foundation for a strong working relationship. Be sure to clarify and document these goals early on.
3. **Previous Advertising Experience**: While it’s great if they acknowledge the value of Google Ads, a client’s past experience with digital advertising (whether positive or negative) can provide valuable context. Those with prior experience may have useful insights into what has or hasn’t worked for them, which can lead to better collaboration.
4. **Openness to Collaboration**: A good client should be open to feedback and willing to collaborate on strategies rather than dictate every aspect. This ensures that you can lend your expertise effectively and proactively address any challenges that may arise.
5. **Cultural Fit**: Lastly, reflecting on whether their values and work