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5 Simple Steps to Sell PPC to Small Businesses



1. Talk about the Solution.

No one likes hearing they have problems. Instead offer a solution to their pain point. In marketing, this is called solution based sales. The solution should be scalable. Scalability turns your golden goose into a golden goose farm. And it helps small businesses dream of growth. Align your product to the needs of the small business.

2. Understand the Small Business’s Pain Points

Keep it simple. Establish where the business is today, and where it’d like to be tomorrow. Identify and address pain points. Is there a lack of time? Does the business lack experience or resources? Can the business track ROI? Is there a limited budget?

Show expertise and examples where you helped similar clients. White papers and case studies are great. Especially if it’s in the same industry.

Ask these questions:
What are you goals for the business?
Which products or services sell the best?
Where are you running ads?
Who handles your marketing strategy?
How do you determine your ROI?
Who are your competitors? 
Do you have an ideal customer?
How does online advertising help achieve your goals?

3. Collect Information About the Business

Always review their website. Treat it as a job interview of sorts. Do research on their competitors. Use industry terminology in your proposals and pitch deck. And pre-plan a campaign to show your dedication to their success.

Make on boarding as simple as possible. Create an onboarding checklist and use this experience to build rapport.

Ask questions such as:
Do you offer special discounts?
What areas of business are particularly important?
What demographics are most interested in your product or service?
What counts as a conversion?
What is your marketing budget?

4. Setting Expectations

As someone who dabbles in graphic designer, I can say this is the most important step. Setting expectations early helps prevent future fall out and distrust. Make sure the small business is aware of broader market strategies you are implementing and be prepared to answer questions such as:

Why can’t I see my ad?
Why can’t we get some “free” ppc (organic)?
Why am I not ranked 1?

5. Return on Investment

Small business are concerned about cost and accountability… sometimes in that order. Like a developer, you have to set certain milestones. And when you hit those milestones, let the client know. Determining what the small business considers a conversion early on is important. It may not be what you think. If there is a positive ROI, encourage your client to reinvest profits into additional budget.

And lastly always smile.

Stefan T
May 2016

 This is a great post Tony.

Troy M Badged Google Partner
May 2016

Great post! Thanks for the info Smiley Happy

Alla G
May 2016

Great post. Do you get answers to this question: "How do you determine your ROI?" 



Alex G
May 2016

Great post! How do you address the ROI? Do you include the entire fee for services or just the PPC portion? For instance, if the client is spending 100 on hosting and maintenance, then they spend 75 on PPC management and 500 on the spend. Are all those added to calculate (I would do it this way) or do you just calculate the spending portion? I have met a few vendors that calculate on the spend only... which does not make sense. Any thoughts?

March 2017

My biggest issue is that startups do not realized how long it takes to start getting a positive ROI. When a company has never advertised and is not known, it needs to build trust, brand equity before they start seeing sales. Its a huge struggle to get them to understand exposure is positive even when there is no conversions. When I first started clients will cancel after 2 or 4 weeks of advertising and seeing no conversions. My rule of thumb is 90 days minnimum and that depends on cost of product or service.