Unfortunately, I have a conscience. That means I feel the need to turn away potential clients if I don't think my service is right for their agency.
1) You haven't yet landed 3 clients
This one might sound a bit harsh, but there's no point advertising something nobody wants.
Once you've landed (and invoiced) a few clients, you can feel confident that your service is desirable. It also has the advantage that you'll understand their motivations and priorities, enabling us to write a more effective campaign.
2) You don't have the budget for testing
I'd love to say I hit an instant home run every time, but that's not always the case.
It can take a couple of iterations to find a campaign that clicks. This means you'll need the budget to see you through the testing.
From there, you'll need to cover the payment gap between the ad running and the invoices to your new clients being paid.
3) Your service isn't something people search for
There's plenty of services people don't want until they see them. As a software example, most people weren't searching for a way to share files, yet loved it when Dropbox appeared.
The same goes for if you offer a service that people aren't looking for on Google.
So do you have to explain what your service is and how it helps? If so, alternative services like Facebook ads might be better suited.
(Note: I'm able to look at whether people search for your keywords to see whether running ads is viable)
Do you pass those three criteria?
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