I just had a call with a client where I suggested that we give our paid ads program a chance until the end of the month, but if we don't see a significant improvement by then, we should stop doing paid ads and terminate our engagement. It's not an easy thing to say. I don't like losing clients and even more, I don't like failing. But sometimes, you have to admit that things don't work. If you're spending money on ads, and you fail to generate relevant leads with the relevant intent month after month, you need to make some drastic changes. And if you made drastic changes - modified the messaging, advertised on different channels, and targeted different audiences - and still you don't see any value, you should consider shutting down your ads program. Because the truth is that not all brands can make paid ads work. Sometimes, that's just not the right GTM strategy for them, and it's my job to reflect this to them.
Seen that in the past in a small b2b advertiser where the avg cpc was more than their daily budget.
Also saw it in the past (years ago...) with Facebook ads for a Web development agency that got leads for under $5 but the value was low and the workload generated to process the increased amount of leads broke internal processes that wasn't setup for SMEs
Valid point. But it is really difficult to say this to the client.
Exactly, same goes with organic sometimes as well!
Thanks for sharing
Great perspective!
Founder @Adsmagnify.com | $51M+ in Revenue Generated | Helping Canadian Real Estate Agents Sell Homes in 30 Days Guaranteed | Custom Ads Framework for D2C Brands | Featured in Mid-Day, HT, The Print
1moAbsolutely agree with your approach. It's crucial to continuously evaluate the ROI of any marketing strategy. Sometimes, reallocating resources to more organic growth strategies like content marketing, SEO, or community building can yield better long-term results. Paid ads are just one piece of the puzzle, and it's important to remain flexible and adaptive to find the right mix that aligns with the brand's unique strengths and market dynamics. Your honesty and willingness to pivot show true commitment to your client's success.