Buying Google and Facebook ads? Did it work for you?

[Talktime]

Since 2009 I have had a consultancy business that has been doing well.


I would like to upscale it.


Nearly all of my clients are either "organic" - meaning they find me through search results on the internet, returning clients or recommendations from existing clients.


I have never marketed my business using paid ads.


I would like to explore the possibility of buying advertising from Google and Facebook, which auction ad space competing with other advertisers.


I would like to know about your experience.


Did it work for your business, or did it just empty your bank account?

 

[WebshopMechanic]

Whilst paid ads can work, I'd say it's an expensive way of generating leads unless very targeted.

I run a consultancy / agency and I've had the most success through networking. I'm not talking about networking at cheese and wine evenings or with one person businesses, either. If you're looking for higher paying clients then that's not really the place.

I've found the best way is to create a hit-list of people and companies who provide services to my target customer. Then, I get in contact with them to introduce myself and add value in some way to them.

For example, I have a target customer for my SEO services (they are niche, certain size, certain set-up, certain problem that needs solving).

I know for a fact that my target might at some point employ the services of a:

• Branding agency
• Design agency
• Social Media
• PR agency
• Business coach

I make a point of getting on the radar of these people because, once they have these people in place, they will then be ready to work on the marketing. These businesses are further up the chain and my services can compliment what they do and help their return on investment when talking to clients.

I can usually also pass them leads and referrals from my own customers or prospects who are not the right fit for me. I now have a trusted network of people who I also refer business to or receive business.

The Result: 80% of my work is through referrals.

Hope that helps.

Matt

 

[meteora]

Whilst paid ads can work, I'd say it's an expensive way of generating leads unless very targeted.

I run a consultancy / agency and I've had the most success through networking. I'm not talking about networking at cheese and wine evenings or with one person businesses, either. If you're looking for higher paying clients then that's not really the place.

I've found the best way is to create a hit-list of people and companies who provide services to my target customer. Then, I get in contact with them to introduce myself and add value in some way to them.

For example, I have a target customer for my SEO services (they are niche, certain size, certain set-up, certain problem that needs solving).

I know for a fact that my target might at some point employ the services of a:

• Branding agency
• Design agency
• Social Media
• PR agency
• Business coach

I make a point of getting on the radar of these people because, once they have these people in place, they will then be ready to work on the marketing. These businesses are further up the chain and my services can compliment what they do and help their return on investment when talking to clients.

I can usually also pass them leads and referrals from my own customers or prospects who are not the right fit for me. I now have a trusted network of people who I also refer business to or receive business.

The Result: 80% of my work is through referrals.

Hope that helps.

Matt

seems very interesting really , i am also exploring reaching out to clients, is physical networking worth it or cold calling

 

[WebshopMechanic]

I'm not reaching out to clients. I'm making contact with suppliers my customer already knows and works with.

A personal referral or introduction is the easiest way to find quality business because their guard is down and, by that point, they have decided that they should be talking to you because their supplier has explained how you could help them.

Working with partners is more efficient because you can explain the exact type customer you are looking for (avoiding time wasters) and earn 'brownie points' by referring them business in return. You must add value at the start to build trust though. This might be some free consultancy / advice for a client of theirs.

It's all about trust and, as the old saying goes, 'it's not what you know but who you know'.

 

[fisicx]

I would like to explore the possibility of buying advertising from Google and Facebook, which auction ad space competing with other advertisers.

Are your target clients looking on FB for your services? Google can be very lucrative but you need to rethink your landing pages - visitors from adverts are different to those coming from an organic search.

 

[Paul Carmen]

This is the old "how long is a piece of string" question. It will have worked for some businesses, but not others. The reasons will invariably be different, but often boil down to the same underlying problems; lack of proper research, marketing planning and then not really understanding the successes/failures, based on what the campaigns/ads are actually achieving.

Technically, you also don't buy ads from Google and Facebook. You sort of can run generic banner ads, but you'd be much better of building targeted campaigns. Plus, tightly targeted keyword/search terms on Google would normally work best for any consultancy type business, as the target audience is unlikely to be on Facebook.

Google and Facebook Ads are difficult to run in an even vaguely successful fashion without a lot of research into customers, the market and your services/USP; e.g. do you know: -

• where your customers search?
• do you know what they actually search for?
• what areas/demographics and budgets to set?
• why would they choose you?
• do you know how to construct landing pages that convert?
• do you know how to track form, phone and email leads properly?

Plus you have to keep on top of the constant changes to the ads systems and requirements from Google/Facebook. To be successful they then require lots of testing of different ads, positive and negative keyword changes, bids/budget adjustments, landing pages A/B testing, and very robust lead tracking for all contact points/channels.

If you don't have those in place you may do alright, but it will be more down to luck than any great execution. If you've got the tools, time and money to research and test this yourself, then you may make a success of it. However, from our experience the vast majority don't and could drastically improve their performance by getting it done professionally.

 

[OMGVape]

I would like to explore the possibility of buying advertising from Google and Facebook, which auction ad space competing with other advertisers.


I would like to know about your experience.


Did it work for your business, or did it just empty your bank account?

I guess it depends on the IQ of your target customer. We have thrown £1,000s down the pan on Google and FB ads, and yet a good buddy of mine (Man with a van) is always maxed out. When he does a job he asks the customer to share the experience on Facebook and that’s where he gets his work.

We have typical Google ranking above the fold on page one which does us very well but trying paid ads is like throwing cash into a fire.

I have yet to find a Google Ads “expert” who is willing to pay for and run a campaign on a sales commission basis.

 

[Marketing Hub]

Paid ads work. However you need to be prepared to spend enough money to allow the algorithm to do their thing and find you the right people. It could cost £2000 - £3000 to really start seeing results. If you are thinking of throwing £200 at ads and see how it goes. My advice would be to keep the money as you will only be wasting it.

 

[Paul Carmen]

Paid ads work. However you need to be prepared to spend enough money to allow the algorithm to do their thing and find you the right people. It could cost £2000 - £3000 to really start seeing results. If you are thinking of throwing £200 at ads and see how it goes. My advice would be to keep the money as you will only be wasting it.

The really bad advice here is that "you need to be prepared to spend enough money to allow the algorithm to do their thing", this is utter rubbish.

The Google algorithm (AI) is only as good as the base keyword targeting setup, advert copy and initial area/demographic targeting, it will never find you the right people. Plus, 90% of the time you can drive better results by not using their AI.

This is where research and understanding your market/customer/service first comes in. You could potentially run a really targeted test for £200 in many markets and get good results to understand the next steps.

 

[Marketing Hub]

The really bad advice here is that "you need to be prepared to spend enough money to allow the algorithm to do their thing", this is utter rubbish.

The Google algorithm (AI) is only as good as the base keyword targeting setup, advert copy and initial area/demographic targeting, it will never find you the right people. Plus, 90% of the time you can drive better results by not using their AI.

This is where research and understanding your market/customer/service first comes in. You could potentially run a really targeted test for £200 in many markets and get good results to understand the next steps.

Id say my advice would save small businesses wasting £200 - £300 just to find out that what you are saying is bad advice.

Facebook ads work, but only when you spend the money to make them work. It costs money for research and understanding your market/customer/service. When running ads at the start we are paying Facebook to figure this out. (there is simply no other way around it)

I see so many marketers promising the world when it comes to Facebook ads and it is not fair on the small business owners. The fact of the matter is, you need to have everything running in sync for a Facebook ad campaign to be successful, including outside factors like funnels and sales copy

 

[Paul Carmen]

@Marketing Hub unfortunately this is palpable nonsense, the targeting is driven by the product/service/USP and customer demographics/locations, all of this can be ascertained before you go anywhere near building a Facebook campaign.

As you say copy/funnels setup is required, and research is a key part of this too, doing it upfront saves time and money very quickly. The self promoting article you link to also suggests research, targeting and setup is key, counter to what you're saying on here!

That's why most Facebook campaigns are doomed to fail, because they're scattergun poorly executed untargeted tosh. This approach may get lucky and drive OK results, but a properly researched, targeted and measured approach will always beat it by miles.

Secondly, if you read the post by the OP you'd see he's a consultant, this will almost certainly be either B2B or for specific expensive consultancy services. Many niches and products work well on Facebook, but this type of service has a very limited audience on Facebook, hence why I'm referring to Google search ads as a far better match for the OP.

 

[Marketing Hub]

@Marketing Hub unfortunately this is palpable nonsense, the targeting is driven by the product/service/USP and customer demographics/locations, all of this can be ascertained before you go anywhere near building a Facebook campaign.

That's why most Facebook campaigns are doomed to fail, because they're scattergun poorly executed untargeted tosh. This approach may get lucky and drive OK results, but a properly researched, targeted and measured approach will always beat it by miles.

Secondly, if you read the post by the OP you'd see he's a consultant, this will almost certainly be either B2B or for specific expensive consultancy services. Many niches and products work well on Facebook, but this type of service has a very limited audience on Facebook, hence why I'm referring to Google search ads as a far better match for the OP.

I was referring to you replying "this is utter rubbish" to my point of letting the algorithm to do their thing", to which you have now contradicted yourself.

I wish you lots of luck with your campaigns

 

[Paul Carmen]

I was referring to you replying "this is utter rubbish" to my point of letting the algorithm to do their thing", to which you have now contradicted yourself.

Really, where's that contradiction then?

Reliance on either algorithm just to "do their thing" instead of building initial campaigns via proper customer and market research, then measuring all lead contact channels, A/B testing and optimising continually is still "utter rubbish" that will yield poor results and waste loads of money.

Luck doesn't come in it. We base our work on research, data science and meaningful insights, we have even created ways to optimise Facebook lead data around the iOS data opt out that's been plaguing the Facebook pixel recently, but you do you...

 

[fisicx]

Please keep on topic. If you wish to argue about methodology create a new thread.

 

[Talktime]

Thanks for your detailed replies.






WebshopMechanic, you raised some interesting points because like me, I am relying on organic and referrals, and I have not been able to upscale work volume.


In 2015, I created a FB group, but any potential clients expect the work and consultancy to be free. This casts doubt on whether paid FB ads would generate any business.


My returning client ratio is very low because my consultancy is a very niche line of work, so it's not something an average person or business would need more than once in a lifetime.


Reaching out to suppliers isn't something I can do as a consultancy business, hence why I am making enquiries to hear from people who have had success from buying online advertising.





Meteroa. I don't think cold calling is viable in this day and age. It would do more harm to my image.





fisicx: My clients do go online to find out how to solve their problem, Its not something you can get from bricks & mortar establishments. That's what brings them to my landing pages. I have about 565 landing pages each with a different question and answer depending on the potential clients needs and search enquiry, and a youtube channel which creates a very limited number of enquiries.


Those that search only within the FB universe tend to expect free advice, which I do provide but I am mindful I am diverting time away from paid clients.





Paul Carmen: This enquiry is part of my research into whether committing to Google and FB paid ads would work for my business.


I think you are right in that FB might not be a suitable source of leads given the quality of them I've received so far by creating a FB group.


I answer your questions hoping it might generate further thoughts from yourself or other contributors.


where your customers search? They search mostly Google and other search engines.


do you know what they actually search for? Google has a feature which shows what expressions people enter in the search box for and I create my landing pages to answer those enquiries, then try to convert it into a sale.



what areas/demographics and budgets to set?


England & Wales, and there is no budget limit provided the returns are beneficial. I'm willing to grow as high as the sky.


why would they choose you? (putting my sales hat on now). I offer the best quality service than any competitor, more experience on the front line, and I also have the widest range of connections, plus I offer a low cost initial consultation which I can deal with quickly and cheaply to determine whether the client needs other services. This is not offered by my competitors.


do you know how to construct landing pages that convert? Oh yes!


do you know how to track form, phone and email leads properly? Yes, I'm well accomplished in converting leads. I'm looking for anyone who has created more leads from paid ads.





OMGVape: My client's IQ is usually below the national average. Very few clients have been from the aristocracy or millionaire group.


I do appreciate you sharing your experience in having your bank account emptied by Google and FB with little to show. It does give me an air of caution before throwing venture money into paid ads.





Marketing Hub: Putting £2000/£3000 into a campaign sounds like Google has set the algorithm to benefit those that pay the most.


I see Paul Carmen commented that a low-value campaign can still work, and from other contributors, I'm beginning to agree that a Google campaign per £ would generate more cash flow than a FB campaign.


I think this inquiry is now an appeal for anyone who has had a successful Google ad campaign in a similar line of work to mine, and I hope they will come forward and share how they achieved it.

 

[Peter Morris]

I'm no expert, but from my experience with paid advertising, it's all about targeting and testing. Trying to achieve better results by dumping more money in is futile; all that will do is get you more of what you're already getting.

 

[mindarya]

Since 2009 I have had a consultancy business that has been doing well.


I would like to upscale it.


Nearly all of my clients are either "organic" - meaning they find me through search results on the internet, returning clients or recommendations from existing clients.


I have never marketed my business using paid ads.


I would like to explore the possibility of buying advertising from Google and Facebook, which auction ad space competing with other advertisers.


I would like to know about your experience.


Did it work for your business, or did it just empty your bank account?

Paid ads is more likely to generate leads, because it attracts hot traffic (if your keywords are correct, of course). As for Facebook ads, it's cheaper but the traffic is mostly cold, and it's hard to generate leads using this channel, but it can be used for warming your audience up. It's true for B2B segment.

 

[PhiltheCopywriter]

I use ads to build my email list from time to time. Works fine, and is cost-effective.

I wouldn't personally take people from cold to a sales page for my consulting services. Too big of an ask. I could almost certainly do it (I am, after all, a copywriter) but I'd be worried about the quality of client this approach would net me.