Lesson Nine: Client Retention

Before ads even launch, tell the client: Ads take 1–2 weeks to optimize Some weeks will be stronger than others Results improve over time If you don’t set expectations, they’ll expect miracles. Control the frame early.

Do not disappear. Once per week, send: Leads generated Cost per lead Quick summary Simple message example: “This week: 18 leads at $22 per lead. We’re testing a new creative next week to lower costs further.” That’s it. Short. Professional.

Leads don’t matter. Revenue matters. Ask your client: How many leads converted? What’s each customer worth? Remind them: “If one customer is worth $1,500 and we bring 3, that’s $4,500.” Frame results in money.

Every campaign has dips. If performance drops: Acknowledge it Tell them what you’re fixing Rotate creatives Example: “Costs increased slightly this week. We’re rotating fresh ads to stabilize performance.” Confidence keeps clients. Panic loses them.

Once performance is consistent: Raise your price for new clients Offer 3-month commitments Increase ad spend Retention gives leverage. Always Improve: Creative Offer Follow-up speed Landing page