How to Pick the Ideal Ads Client

I've heard far too many horror stories to count. Nightmare clients who aren’t worth whatever it is they’re paying you.

I totally get it. There are times when it seems like you can't be picky. But the wrong client can be a waste of time, resources, and energy. They can actually cost you money.

So let's talk about the priorities to consider when finding the ideal ads client.

First, they let you do your job. Yeah, imagine that. There's nothing worse than a client who micromanages what you do. You are the expert here. That’s why they hired you. If they think they can do the job better than you, they should do it themselves.

Now, some client input is fine and even welcomed. You may need their help with copy and creative. But they should not steer your strategy. They should not overrule you when it comes to best practices or ad policies.

Otherwise, you've been hired as a middling employee, not a trusted expert.

Second, they have realistic expectations. They don’t expect miracles. They understand that advertising is a series of adjustments. Early on, it's about learning what works and what doesn't, then refining.

Make sure you and the client are on the same page about what to expect. The worst client is the one who needs a miracle. If it's your job to save the business, you need to run away as fast as you can.

Third, they set you up for success. They’re in an industry that can produce results. They have an established brand with a good reputation or a high enough budget to actually get the results they want.

They have a polished and effective website that drives traffic organically. They have a separate team managing a highly engaged social media presence. They have a sophisticated email strategy that doesn’t involve you. They have a marketing team that handles brand photos and sales copy.

I get it, that combination sounds too good to be true. You probably can’t demand that clients check all those boxes. But each of those things will make your job easier.

Fourth, they have a structure in place for advertising. They’ve run ads before and have a business portfolio. They’ve properly set up the pixel and Conversions API to send events. They have a history of ad performance you can review and learn from.

If they aren’t set up properly, they expect to pay you extra to fix that. Bonus: they pay you what you're worth.

And finally, they communicate well. When you email them, they respond promptly. They don’t flood you with requests because they’re letting you do your job. But they give you what you need when you need it. You’re not left waiting for them to move a campaign forward.

So here’s the bottom of the glass...

In a perfect world, the ideal client would satisfy all of these things. That may not be realistic, especially if you’re low on opportunities and need to pay the bills.

But what you can do is be conscious of these factors as you interview potential clients. Watch for the warning signs that a client won’t be worth your time.

Also, do your part. Ask the right questions. Set appropriate expectations.

I get it. It’s tempting to promise the world when trying to land a new client. But that will backfire.

Set reasonable expectations. Even underpromise. The goal is to overdeliver.

And be crystal clear about your own expectations for how this relationship will work.