If An Agency Asks you to Do This… Run!
I had a call the other day with a potential client. She was telling me about her experience with her current marketing team.
She hired them in 2021, and it started out OK … but when results declined, she moved onto another large agency…. and got even worse results. (What is it about those large agencies?)
So, she switched back, but it was more of the same:
- Low quality leads
- Very few bookings
On average, they got 5 appointments each month, and were paying $29-32 per lead. 😳
As someone who has been running ads in the aesthetics industry for 6 years — this is tragic.
When she expressed her concerns, they said she needed to increase her ad budget....
✋🏼HOLD THE PHONE 🚩
If your ads are not doing well - you do NOT add more budget to it!! This is a great way to waste money. And a sure fire sign you are with a marketing team that:
Doesn’t know how to improve results (aka isn’t good at marketing)
Doesn’t take responsibility for their results (and asks you to spend more so they don’t have to do their job)
Is too big to bother to do it (and bank on the fact that you don’t know any better)
Either way, it’s negligent, and it's heartbreaking. And yet, we hear it allll the time.
Here are some warning signs to look for if you are with an agency right now — or if you hire one — things to keep an eye out for:
1 — They ask you to spend more when results are poor
Instead of improving results through testing new offers, images, creatives… they ask you to spend more money. This is a hard NO.
A simple refresh in content will usually do the trick - if not, the offer is likely fatigued and time to create a new one.
You should really only be increasing budget if results are GOOD and you want MORE of it.
2 — You’re paying more than $10 Cost Per Lead
If you have the right offer and right creatives… then you should generally be getting around $10 CPL or less. This is our goal for all of our clients. If anything gets too high, we are testing, fixing and changing up the offer to make sure they are getting the most bang for the buck.
There are some exceptions - like high ticket offers for example — but you really shouldn’t even be running those for an intro offer anyway.
So keep an eye out for this… and remember to only increase your budget if you are happy with results… adding money just amplifies more of the same.
XO,
Kathryn + Angela