2. 2
• 7 years of PPC Experience Auditing over 1000 Google
Ads, Bing Ads, and Facebook accounts
• Dedicated to helping agencies efficiently and
effectively grow their PPC Client Base
• NC State and Boston Sports Fan
• Dog Dad and BMW Enthusiast
A little about me...
Zach Rego
Director of Global
Agency Business
3. 3
”
It is 5 times more expensive to capture a new client than to
retain an old one.
16. 16
The Benefits of a Verticalized Agency
1 Scalability
2 Industry Expertise
3 Offer More Services
4 Tons of Applicable
Testimonials
5 Fewer Competitors
37. 37
Setting the right
expectations:
Budget
New Clients
Estimating a Budget
Your Goal Cost-Per-Lead
Close Rate of Leads
PPC Leads
Ex. $25 per lead
Ex. Your new client
goal is 250/mo
Ex. Your average
close rate is 15%
Ex. 250 clients at a 15%
close rate means 1,677
leads (250/0.15 = 1667)
Ex. 1,667 leads at $25
cost-per-lead = $41,675
42. 42
Be proactive not reactive:
• Put 30 Minutes on their calendar twice a month for the same day
and time to check in
• Send them white labeled reports to review on the call
• Create task list for next 2 weeks
43. 43
Present your prospect with:
Update on previous
weeks task lists
Review consistent
bi-weekly reporting
Ask for any upcoming
business changes,
promotions or
product launches
Create task list for
coming weeks
Present strategy for
expansion and account
growth
5
46. | Confidential 46
What is a good conversion rate?
Distribution Point Conversion Rate Vs. Average Comments
Average 2.35%
Top 25% 5.31% 2x
Top 10% 11.45% 5x
Awesome!
Unremarkable .
UNICORNS
47. | Confidential 47
Practice Makes Perfect!
Name Percentile Relative Abundance vs. Expected Conversion
Rate
Awesome Landing Pages Top 25% 1:4 2x Higher
Top 10% 1:10 5x Higher!!
UNICORNS
48. | Confidential 48
Impact of Testing Landing Pages for your Client
Budget invested into
Adwords Search
$5000
Average Cost Per
Click
$5.20
Traffic to website 961
Average Industry
Conversion Rate
3.3%
Number of Leads 32
Closing Percentage 20%
Number of Sales 6.4
Average Sale Price $4000
Revenue generated $25,600
Budget invested into
Adwords Search
$5000
Average Cost Per
Click
$5.20
Traffic to website 961
Improved Conversion
Rate testing 4 Pages
6.6%
Number of Leads 64
Closing Percentage 20%
Number of Sales 12.8
Average Sale Price $4000
Revenue generated $51,200
VS
49. | Confidential 49
Your Partner in
Agency Growth
• Optimize every campaign from one place
• Manage, prioritize, and budget across your
portfolio
• Share success with your clients
• Create image and video ads at scale
• Pitch and win new business more efficiently
“WordStream opened up an entire new business opportunity
to me. Without it I wouldn't have the time or inclination to
sell PPC management services on a large scale. Now I can
offer AdWords, Facebook, and Bing ads as an intro or add-on
service for my clients, without needing additional resources.
WordStream changed my business.”
- Jim Odom, Echo Creative Marketing
50. Please reach
out for a Free
Account Audit!
Zach Rego
Director of Global Agency Business
zrego@wordstream.com