Let me set the scene. It was December 2020. As a small agency, we're still in survival mode. We are fully-staffed, but didn't have enough work to keep everyone busy. So we did what we normally do in that situation. We created an ad to promote our services.
We figured if we can drive a few hundred potential clients to our website every month, it has to bring in a few new clients. That was the objective: drive 200-300 potential clients to our website every month.
Over the course of 2020, we started an exercise internally asking several current and former clients to describe us in five words or less. We got some funny ones, some were flattering, and then we found the gem that inspired the spot.
"You're gonna love them. Once you start working with them, you'll understand why."
That helped guide the strategy: convince potential clients to give us a taste. We launched the campaign the first week of January and ran it all month long targeting small business owners and marketing exes in south Florida, driving traffic back to our website.
In January 2021, we reached 32,377 highly-targeted potential clients, serving 82,088 impressions, while sending 323 link clicks to our website. In total, we invested $1,109.51 in 25 days.
How many of those ended up converting? It's hard to be certain since this isn't an e-commerce play, but we can state facts:
1. We doubled our retainer clients from 5 to 10 in one month.
2. The sudden influx led to it being the most stressful month of the year for us.
3. We turned off the ad until we were able to catch up with the influx of clients.
As the client and the agency, we both got the result we were looking for.
