Need advice: I have a handful of clients that are only running $250 awareness campaigns on Facebook and Instagram. Some of my clients’ ads have been running for 3 weeks, some 3 months but all of them are expressing anxiety to outright dissatisfaction because they’re not getting a lot of leads like they expected. We’re a small agency and work with pretty much anyone who who will write us a check. These clients are all small local businesses. How can I prevent this from happening?

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I should also add that once sales turns over the client to the account team, I have a kickoff call in which I share my screen and read every deliverable (we have to do this because the owner doesn’t want contract review to happen in the sales phase) to the client word for word and share a creative brief and targeting strategy with the client before any ads start. I explain how our services work, too.

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I'm confused. Who is setting up these campaigns and managing them? Why can't the approach be changed at that level - especially if the client is specifically complaining about it?

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Our digital team sets them up and manages them and we can and do tweak the campaigns so they’ll get more clicks, impressions, etc., but the clients complain because they’re not getting leads.

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Honestly, you would have to either: 1) charge more because this will weed those not ready to invest in this type of marketing out or, 2) you provide more bang for their buck. What is the sales team using to close? Are they offering more for less and essentially setting you up to fail? Have you addressed the customer concern over reality vs. expectation?

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I’ve asked many times why the client expects an inundation of leads from a $250 awareness campaign after two weeks but am told it’s my job to set expectations and there’s nothing sales can do to set those on the front end. They’re very cagey about telling me what they’ve told the client. The owner who doubles as the director of sales said the Sales team has to do whatever they can to get business and it’s on the client to read the contract. We also don’t want to turn down anyone. I can’t wait to not work here anymore but needed some help navigating until I find a better job.

How long are the campaigns slated to run? Did you make any promises about engagement or conversion up front ?

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We tell clients we like to wait at least a month to get enough data to analyze the performance and then if engagement starts to drop, change out the creative after 3 months. No promises are made about anything otherwise after it’s turned over from sales so that’s why I have a hunch promises must have been made before it got to the execution team. Should I say in kickoffs that they take time and not to expect a bunch of leads from a tiny awareness campaign, but in “client speak”?

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Set realistic expectations. Let your clients know that awareness campaigns take time to work. They're not a magic bullet that will instantly generate leads.
Be clear about what you're measuring. Don't just focus on leads. Look at other metrics like website traffic, engagement, and brand awareness.

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Thank you!!

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