We hate to do it, but sometimes we have to “fire” our clients.

It’s a last resort, of course, but here’s the deal: If a client can’t/won’t/doesn’t do the minimum requirements it takes to be successful with our services—even after multiple attempts to course correct—then we have to move on.

When it comes to PPC, the #1 requirement we have for our clients is…

ANSWER YOUR PHONE!

That’s because PPC leads are ready to go right now. If you don’t answer your phone within the first four rings 90% of the time (or follow up with them rigorously), you’re losing those leads and burning money. Plain and simple.

Just this week we had to pull the plug on a PPC campaign for a Midwest window contractor who couldn’t meet our requirements.

The first month of the campaign, we generated 40 phone calls for the company… but they only answered 23 of them. To make matters worse, the client wasn’t following up on those missed leads.

We immediately hopped on the phone with the client to discuss how to fix their problem. One of the solutions we recommended was that unanswered office calls get transferred directly to the owner’s cell.

The client obliged. The situation got a little better. But after a few weeks, the missed calls started piling up again.

It went on like this until it was clear our recommendations were falling on deaf ears. Things just weren’t working out.

So we jumped on the phone with the client one more time. We told them that since they weren’t getting better at answering the phone, they were wasting their money. It would be best if we stopped their PPC campaign altogether.

The client agreed, and we parted ways amicably.

You might think, “If the client isn’t complaining, who cares? You’re still getting your money.”

Well, we care. We work with only one company per industry per area. If somebody isn’t going to maximize the leads in that area, we will find someone who will. It’s that simple.

Not following our PPC requirements is like ordering food at a restaurant and not eating it. Or buying a plane ticket and not showing up for the flight. You’re spending your money and getting nothing in return.

We don’t want you to do that. And we won’t let you.

Here’s the reality: 100% of our clients who follow our requirements make money from our PPC services. All of ‘em. Read the numerous case studies in our blog for hard proof.

If you’re good at answering your phone, you could join them. Contact us to see if you qualify for our PPC services. We’re looking for long-term growth partners who are serious about boosting business.

Thanks!

-Rich

P.S. Want to see a ridiculously simple trick to increase profits by 5% to 9%? I’ll show you in tomorrow’s email.

© 2016, Rich Harshaw. All rights reserved.