What's the trick to managing clients' expectations early on?? I have clients who are so aggressive about letting us know that people aren’t calling, even though their ad got a lot of clicks. And as a team, although we know that things don't work straightforwardly ike that, such clients truly make me feel like our team has no idea what we're doing.

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I like having a “How we will measure success” section in the actual creative brief. Then make sure the client signs off on the creative brief before work begins. This creates the occasion to have a conversation early on in the process to align on whether expectations are realistic, whether the ask makes sense for the objectives, etc.

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The trick is to set benchmarks and educate clients early. Explain what metrics truly matter, like engagement or conversions, and coach them not to expect instant calls from digital ads. Transparency in reporting and regular check-ins help, but some clients will always be tougher to manage, and it’s a constant balancing act.

And no one has thought to have a day with them where you go through industry trends and the latest info on tracking and metrics?
I think the easiest fix is to educate them.

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