New: Want better quality leads from Google Ads?

Improve my lead quality
Pete Bowen's site

Client selection: complexity is a red flag

Anyone in a service business knows that some money is easy, and some costs blood. The difference isn’t the work, it’s the client.

Some clients are a dream.

Others are cretins. They micromanage. They take two weeks and four follow-ups to send the info you need, but they expect an instant response over the weekend. You can work miracles, but they treat you like you’re incompetent. They haggle and pay late.

The key to a happy life is recognising these people as early as possible. Preferably before you’ve sold your soul to them.

Over the years I’ve developed a list of warning signs that help me steer clear of nightmare clients. I just added another item to the list. A friend learned it the hard way and shared it with me.

The red flag: complexity.

Google Ads is only profitable as part of a working system. You need:

That’s already a lot of moving parts. If any one part breaks, Google Ads becomes unprofitable.

My friend’s client had duct-taped a whole lot more to the system before he was hired. They had:

All this might make sense for a large company. But this client was closing five simple B2C deals a month.

Someone had sold them a big-business solution based on the idea that their seven-person team was a "mini enterprise."

I’d estimate that the system alone cost more than $6,000/month.

It gets worse. The system had been cobbled together by:

No one knew how the whole thing worked. When something broke, they had to first figure out who could fix it. Then contract them. The result: fixes took weeks and cost plenty.

Instead of optimising Google Ads, my friend spent frustrating days trying to troubleshoot basic issues:

All the while, the client was getting grumpy with him because Google wasn’t saving their business.

The lesson: complexity is a cost. And unless that complexity is essential to making more money, it’s just waste. If a system needs five vendors and a flowchart to find a missing lead it's a liability.

When you see that kind of setup, run. Or charge so much that you forget the pain.

Need some help with this?

I offer 1-to-1 mentoring and consulting. You’ll get help, advice, support and answers without having to commit to a long-term contract. Details here.

Want to increase your conversion rate?
I’ve seen conversion rates double, triple and even 10X after a few quick and easy changes to the enquiry form. Subscribe now, and I'll send you a free copy of my in-depth ebook High-Converting Enquiry Forms.
You're already paying for clicks. Now turn them into conversions. Privacy policy. Unsubscribe at any time.

Related articles

Why Managing Google Ads Is So Hard for People Who Care If you manage Google Ads for clients, you’ve probably wrestled with the urge to over-check, overthink or endlessly tinker with campaigns. I have too. Here’s what I’m doing to make the work more sustainable — and a little more sane.

PPC Burnout Is Real: How to Protect Yourself Running Google Ads for clients is stressful. Here are some ideas that might help avoid burnout.

Modernising a Legacy Google Ads Account Without Breaking It A successful restructure leaves the account easier to understand, easier to optimise and better positioned for the future. Understanding why the account looks like it does is key to getting from sticky mess to well-oiled machine.

The shy introverts guide to finding clients Here's my approach for beating the feast-famine cycle.

Should I split a massive multi-country Google Ads account into separate accounts? At first glance it seems like splitting a big account into smaller accounts will make it easier to manage. But, there are downsides and, there are ways to make big accounts easier to manage.

An easier way to sell services. Bigger value projects take a lot of work to sell. You have to have the discovery calls, meeting notes, customised proposals and quotes. And, you often need several follow-up meetings. There is another way.

Grow your own big-budget clients Building a profitable agency or freelancing with small-budget clients is hard. Here's how to grow your smaller clients into bigger-budget clients.

My client fired me, and now he’s asking for my secret sauce. A client fired you even though you were doing a good job. Here's how to make this sting less and keep the door open for future work.

You can optimise your client's business like you optimise their Google Ads account. You can give your client a much bigger ROI by optimising their business than almost anything you can do in their Google Ads account. Here's how.

How to handle your client's terrible ideas. Your client has a terrible idea for "improving" the campaign. If you push back you're going to lose the client. Here's how to keep the client without killing the campaign.

Google Reps You may get an email or call from someone claiming to work at Google. They’ll tell call themselves an account representative, strategist, advisor or account manager. You and I would call them salesmen.

Guaranteeing Google Ads. It’s uncomfortable when a potential client asks me if I guarantee that they’ll make sales from their Google Ads. In the past my first instinct was to run away. I thought that asking for a guarantee was a sure sign that they’re going to be a toxic client. I was wrong.

Optimise your words There are a handful of non-PPC tools I'd hate to run my Google Ads business without. Hemingway is one.

Resources for Google Ads agencies and freelancers. Tools, reading lists and discussion groups for digital marketing agencies and freelancers offering Google Ads as a service.

The AdLeg Google Ads Software Suite. I interviewed Kyle Sulerud, creator of the AdLeg Software Suite about how he started in Google Ads (AdWords) and why he built his Google Ads creation and management software.

How do you convince a potential client to trust you if you don’t have a track record? How do you convince a potential client to trust you if you don’t have a track record? This happens a lot when people go out on their own after working in-house or for an agency. Read on to find out how I solved this problem.

How to take over an existing Google Ads account. You’ve taken over a Google Ads account that’s in trouble. You're going to turn it around - more conversions, lower costs, 10 quality scores etc. There’s a lot riding on getting this right...

Should I specialise or be a generalist? I often get asked whether it’s best to specialise or be a generalist. I understand why but I think it's the wrong question. I think a better question is ...

How to make OK money from small clients You have to work with the clients you can get, not the ones you hope for. Sometimes you might not be able to attract big-budget clients. Here's how to do OK with smaller clients.

I've inherited a mess. Crazy structure, gibberish naming convention and 22 conversion actions that might or might not mean anything. Here is a collection of principles, tips and ideas for when you inherit a messy Google Ads account.