Transferring the ownership of a Google Ads account can be a hassle, especially for managers who have so much on their business plate. In addition, it can cause a nuisance both for the business owners and the clients as well.
However, if the process is carried out efficiently, it can add value for your client. And this is especially true if you get the job done right the first time of asking.
In addition, this can lead to a stronger mutual relationship between your PPC agency and your clients. Keep reading as we elaborate:
Did you know, an average person is estimated to encounter over 10,000 Ads every single day
One of the most significant advantages of taking over a client’s existing Google Das account is that there is already something you can work on.
It does not matter how bad the existing ad campaign is. Taking over an existing Google Ads accounts gives you a foundation to work from.
When you take over a client’s Google Ads account and start working on it, there’s always a protracted bedding-in period where you align everything according to your way.
Unfortunately, you may get impatient when you don’t know where to start. However, it is integral to remember that it’s all about your relationship with the client.
Before jumping into managing a client’s Google Ads account, the first thing you need to consider is that it’s all about business-client relationships.
In agencies, you cannot build successful relationships with your clients before learning the ins and outs of account management.
However, the steps listed above will help you build successful, long-term relationships with your clients.
You may wonder that you can impress your client with your initial setup, but this is a common mistake every beginner account manager makes.
Your client will not appreciate all the changes to the old campaign because all they seek are positive results.
Therefore, your client pays you to get positive results without making specific changes to the initial campaign.
But this doesn’t mean that you can’t and shouldn’t make any changes. If you think that your client’s initial campaign requires specific changes to make it better, go for it.
However, if the existing campaign is decent enough, you should not make any changes to impress your client.
The most important step o add value to your client is learning everything about their business.
While understanding the products and services of your clients is equally beneficial, understanding the long-term goals of your clients is way more important.
Ask yourself these questions. Does my client want to go public? Do they want to expand their business to specific demographics and markets shortly?
How does your client perceive the industry landscape? You can better understand the context your client is working on by putting up Google alerts for your client’s brand and that of their competition.
Moreover, you can conduct annual business reviews to illuminate the previous and current goals. Additionally, it will help you elucidate previous strategies that you can still implement.
Tracking is one of the most crucial things you must advocate for. However, when you start a new campaign, always set a specific goal for for-profit and other metrics you need to achieve.
Tell your client that their campaign ad needs to run for at least seven days with the entire tracking installed. This will give you an idea of what the campaign is doing and see which parts should be kept.
Before installing tracking when running campaigns, you may have occasionally received calls from angry clients complaining about decreased leads and sales soon after you launched a particular campaign.
There may have been times where you saw increased conversions and sales from the new campaign, but due to a drop in another source of marketing, it may have made it seem like you were responsible for the decline in leads.
Hence, make sure you take steps to avoid these situations in the future. For instance, installing tracking before launching the new campaign will help you back up your statements when you argue with a client.
For instance, you have been running your campaign for a while b just making minor changes. Yet, you have an excellent overall campaign with essential metrics.
However, you notice that a PPC manager changes your campaign’s bidding, structure, and metrics. Therefore, the algorithm of Google Ads will take time to examine whether these new changes will be effective or not.
While you should have the same score as before, even after making a few changes, Google tends to lose a substantial amount of money if your new campaign is not as good as before.
In addition, there may be a possibility that your audience will click on lesser expensive Google ads. Therefore, if you are planning to make a certain amount of changes to your campaign, make sure you roll them out over tie instead of making those changes all at once.
When relaunching your client’s new campaign, make sure you change the bidding according to the new and existing data. Do not take extra time to rethink whether a specific keyword will receive a higher bid.
Although your client’s old Google ads will not last them much longer and new Google ads will take over, the previous ads may control and enable you to troubleshoot.
Changing the keywords or the entire ad completely may not give you an idea about the source behind a particular problem when the CTR, conversion value, and conversion rates show a significant drop.
Nevertheless, old Google ads can have a substantial impact on the results of your new campaign.
You must reuse your client’s negative keywords list. There are chances your client may have done in-depth negative research for keywords that hold much value for your new campaign.
However, you must avoid copying and passing the entire list as it is. It may deteriorate the performance of your ad if it has a vast range of negative keywords.
Instead, use as much of the existing data, and negative keywords list you think will be enough for your campaign but do not overdo it.
Research shows that 68% of online experiences start with a search engine that has high-quality keywords.
Every beginner Google Ads accounts have used broad match for many years with little success. However, there have been cases where specific campaigns have performed better just using broad match.
Google conducts checks on quality keywords for broad match. Ultimately, this means that if you put a broad match keyword, Google will decide whether it is relevant enough.
Therefore, if you open a clint’s Google ads account that has good quality broad match keywords, be considerate when including broad match keywords because it is unpredictable whether you will get the same results or not.
When managing a client’s Google Ads account, make sure to communicate on daily, weekly, or monthly reports.
For instance, if your bid modifier for a specific location produces a higher ROI, send your client an email right away.
Communicating with your clients ad keeping them updated is key to building successful, loyal relationships.
Keeping your clients in the loop will build trust and prevent them from wandering into their accounts, making assumptions about how well the advertiser is handling the account.
However, some clients can be challenging to deal with, and once they are disappointed with something, it gets tough to turn things around.
Sending performance reports to your clients is a great way to keep them I the loop. Additionally, make sure you grant them full access to any services or tools you use to run the campaign.
For example, PPC accounts and site analytics. Finally, staying clear ad transparent with clients is a great way to build trust.
Clients can explore the tools you use to understand better how you are making things work.
It is essential to openly discuss the goals and expectations of your campaign with the client. Hear out what your client expects from the campaign and present them with suggestions accordingly.
Remember, the conversation needs to be honest. It is terrific to lower the expectations of your client. However, it is better to tell them everything honestly when setting goals for the campaign rather than justifying why it performed a certain way later on.
Don’t let your clients get locked into unrealistic goals. Instead, explain the entire process of investigating and researching the account to your client.
The client may have higher expectations, assuming that you will quickly take over the account that the previous marketer left. Ence, it is essential to elucidate your approach towards the campaign.
It is essential to address that every client is different. For example, you may b appointed by an organization with an entire marketing team to lend a little helping hand.
On the other hand, a single person could also hire you to help them with their campaign. In both cases, do not leave your creativity behind.
You may likely have a better idea for the client’s campaign to move their marketing strategy to the next level.
It would help if you spent extra time on keyword research. You must know what keywords perform better and generate the majority of your results and conversations.
Moreover, it is vital to address keywords that you think are hurting the performance of your campaign. Conduct extensive keyword research.
Remember, there’s always a possibility of valuable keywords that the old agency could not target.
Every time you get a new client, you have a fresh opportunity to begin from. A new client means you have a new and better chance to generate revenue for your advertising agency or you as a marketer alone.
Moreover, it can provide you with a unique learning experience as a marketer.
However, it can be hard to manage things when taking over a client’s Google Ads account. For example, picking up a campaign that an old PPC marketer left can be a hassle. This is especially true if they violated terms of service (even unwittingly) and got the client’s Google Ads account suspended.
Take your time to understand the intricacies of the new account. It is essential to maintain a good relationship with your client to run the campaign successfully.
Follow the steps above to effectively manage a new Google Ads account and take your marketing portfolio to the next level!
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When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost.
By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.
This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.
Ready to grow your leads and lower your cost per conversion?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.
Whether you’re a life coach or a business coach, you need a steady flow of leads to stay profitable. It’s not enough to post on social media. No matter how popular you become, being well-liked and even loved doesn’t guarantee clients.
For coaching businesses, pay-per-click (PPC) campaigns can be a powerful way to attract high-intent leads – people actively looking for transformation, accountability, and clarity. But you can’t just throw some ads up on Google and expect results. You need a strategy that uses the right targeting, messaging, and structure to avoid expensive lessons in trial and error.
In this guide, we’ll break down the essentials of building cost-effective PPC campaigns designed specifically for coaches who want conversions, clients, and growth.
The first step to creating any high-performing PPC campaign is identifying what your potential clients are searching for online. PPC ads show up in search results (Google, Bing) and social media feeds (Facebook, LinkedIn, TikTok) based on the phrases users type into the search bar when looking for content.
To get your ads seen by your ideal clients, you’ll need to tap into their innermost thoughts – like a burned out executive searching TikTok at 2:00 a.m. for “how to find my purpose” or “how to get a promotion.” You’ll want to target searches that indicate the user is unhappy and is looking for a solution that coaching can help them achieve.
Not all keywords are equal. You’ll get more leads that convert by targeting keywords that indicate a user is ready to take action. Use tools like Google Keyword Planner, Semrush, and Ubersuggest to find keywords with strong intent. High-intent searches might include phrases like:
· Business coach for entrepreneurs
· Life coaching to reduce stress
· Life coaching to find my purpose
· How to grow my small business fast
· Career transition coaching
These and similar phrases related to your coaching business will be the foundation for your paid ad campaign on any platform.
The customer journey consists of three stages that lead someone into the buying stage:
· Stage 1: Awareness. The prospect is aware they need help, but they don’t know exactly what they need or how to get it.
· Stage 2: Consideration. The prospect has named their problem and are actively looking for a solution.
· Stage 3: Decision. The prospect knows they want to work with a coach, and they’re in the process of deciding who to work with.
If you’re running a full marketing campaign with email marketing, you’ll want to run ads that address leads in all three stages. The people you capture in stages one and two will need to be nurtured over time through email. Leads you capture in stage 3 can be more easily turned into a paying client faster. If you aren’t capturing emails yet, only target leads in stages two and three for the best results.
No matter what type of coach you are, your ideal clients will have a variety of goals and pain points. Not everyone will share the same concerns or desires. For example, some business owners want to grow their business and open new locations, while others want to build a stronger team or increase their revenue. Some life coaching clients want better relationships while others want to find their life purpose. When you run ads, your target market needs to think, “this ad is for me.” Generic copy won’t cut it.
You’ll need to run a different ad campaign aimed at each client avatar. To get the most conversions, you’ll need to reach one avatar at a time. Speaking to one avatar in your ads and landing page copy allows you to go deep into their needs, fears, hopes, worries, and concerns. The more specifically you can connect with people, the more likely they are to convert.
To figure out what your ideal clients want, think about their struggles and the potential keywords they might be searching on various platforms. For example, a lot of people are unhappy at work. In this case, potential keywords they might be searching for include:
· How to find a job that doesn’t suck
· How to handle conflict at work
· How to win respect at work
Once you know the pain points you want to target, craft your messages so they speak to emotional triggers. People respond to a sense of urgency (“Burned out? Don’t wait”), personal growth promises (“Find your life purpose in 90 days”), and emotional relief (“Stop second-guessing yourself”). Speak to where your ideal client is right now and show them you can take them where they want to be.
Using this information, you’ll craft ads with headlines, copy, and corresponding landing page copy that speaks directly to your ideal clients. For example, your ads might look like this:
Problem/Keyword search: How to find a job that doesn’t suck
Ad headline: Hate Mondays? Let’s Fix That.
Ad copy:
You spend 90,000 hours of your life at work. Shouldn’t more of them feel fulfilling? Learn how to reconnect with purpose and enjoy what you do. Book your free clarity call now.
Problem/Keyword search: How to handle conflict at work
Ad headline: Tired of Office Drama? Here’s Your Way Out
Ad copy:
Learn strategies to set boundaries and manage work conflict like a pro. Click for a free strategy session.
Problem/Keyword search: How to win respect at work
Ad headline: Feel Invisible at Work? Let’s Change That
Ad copy:
You’ve got the skills. You put in the hours. But the recognition never follows. Sound familiar? Respect isn’t about being louder – it’s about confidence, clarity, and strategy. Book your free consultation and finally be recognized for your full value.
Just like each of your ads target a specific avatar, your landing pages need to do the same. Don’t send traffic to your homepage. Your landing page should reflect exactly what your ad promised.
If your ad says, “Executive Coaching for Burnout Recovery,” then the landing page should address burnout, speak directly to executive professionals, and offer a call-to-action (CTA) for a discovery call.
Effective landing pages consist of the following elements:
· A dedicated page made just for your ad
· A seamless transition from ad to landing page
· A clear headline that addresses the pain point directly
· Testimonials or results from real clients if possible
· A strong CTA, like “Book your free 30-minute breakthrough session”
· A clickable phone number or link to book a call immediately
Remember, you’re not selling coaching services. You’re selling a better version of your prospect’s life. Make sure your copy reflects that.
Coaches often underspend on ads, thinking they can game the system with just $5/day. That’s not an effective strategy. What you may not realize is that setting a low budget actually reduces the number of people who see your ad. Your ad visibility increases the more you spend.
Start with a modest, but meaningful budget of at least $1,500-$2,000 per month. The good news is your cost per click (CPC) will be significantly lower than other industries, like legal and insurance. However, if you’re not sure how to set a PPC budget or handle bidding strategies, hire a professional PPC agency to manage your ads. It’s the easiest way to avoid costly mistakes.
Your ads should target the right people at the right time.
First, think about your ideal client who is looking for your services.
Who hires coaches? Usually, it’s:
· Entrepreneurs who feel stuck or overwhelmed
· People who want to start a business, but don’t know where to begin
· Mid-level professionals seeking career growth
· High achievers facing burnout
· People at a personal crossroads (divorce, job loss, mid-life crisis, etc.)
Once you pinpoint who might be looking for your services, you’ll need to choose the right advertising platforms. Your main options are:
· TikTok Ads
· Instagram Ads
· Pinterest Ads
Advertising on each of these platforms comes with pros and cons – some are specific to coaching services. For example, while Pinterest is likely cheaper than Google, Pinterest leads might not be committed. However, TikTok and YouTube users frequently search for solutions to specific problems.
You might be surprised to learn that TikTok is a gold mine for coaching businesses. It’s not just an app for teens. Over 71% of TikTok’s users are between 18-34 years old, and 32% are 25-34 years old.
Unlike other platforms, TikTok doesn’t function like a typical social media platform where the purpose is to build a community. It’s more like an outreach platform and people are constantly discovering new content creators. The algorithm’s goal is to get as many people watching content for as long as possible. To achieve this, users are given content based on their interests, not just from people they follow. You don’t need followers or viral content to get seen. Each video stands alone in the algorithm and has an equal chance at getting attention.
People use TikTok to find insights and advice on just about everything you can imagine, including personal and business-related situations. While you can run ads on TikTok without a following, it helps to have an established account with solid content. You’ll build more momentum this way, and you can boost your native content to earn more trust across the platform.
Additionally, TikTok ads can target users based on hashtag interactions. People use hashtags on TikTok to find content more than any other platform. If you’re not advertising on TikTok, you’re missing out on clients.
Coaching clients aren’t impulse buyers, and they need to see your face and personality to know if they want to work with you. Wherever you run ads, you can expect people to click on your account to check you out. You’ll get more conversions by publishing short, engaging videos that show your authenticity and provide inspiration and support.
Whichever platform(s) you choose to advertise on, make use of custom audiences to target your potential leads as specifically as possible.
Everyone wants clarity, but not everyone wants to pay for it. That’s why you need to block certain searches using negative keywords. You don’t want your ads to show up for people who are just curious, looking for freebies, or looking for unrelated services. They’ll just click on your ads, waste your ad budget, and potentially waste your time if they sign up for a free call.
Suggested negative keywords for coaches include:
· Free coaching session
· Coach training program (these people want to be coaches, not hire one)
· Sample coaching questions
· Coaching worksheets pdf
Defining these and similar negative keywords will keep your clicks high-quality and your cost per lead low.
It can be exciting to see how many people are viewing and clicking on your ads, and there is a time and place to assess impressions and clicks. However, unless you’re focused on optimizing your ads, forget click-through rates (CTR) and look at how many calls you’re getting booked, how many contact forms are being submitted, and how many email addresses you’re collecting through your lead magnet downloads.
It’s crucial to know which campaigns are bringing you results so you can cut the ones that aren’t working.
People don’t usually buy high-ticket coaching packages the first time around. They need time to research, investigate, and consider their options. You might get some clicks and email signups from your ads that don’t turn into paying clients right away. That’s where remarketing comes in.
Set up ads on Google and Facebook to follow users who have already clicked on your ads and visited your website. Since these ads will be displayed only to people who have already interacted with your brand, you can use different value points to engage them, like testimonials, free guides, and limited-time offers.
Facebook retargeting options are pretty specific compared to other platforms. Since Facebook and Instagram are both owned by Meta, you can target people who have interacted with your Instagram page, too. You can even upload a list of your existing email subscribers from your segment that hasn’t yet converted and target them with relevant ads.
At PPC.co, we help life and business coaches run PPC campaigns that turn clicks into clients. Whether you’re scaling a coaching business or launching your first coaching program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free digital marketing consultation and let’s start turning your ads into paying clients.
