Preparing for a first meeting with a new PPC client is about more than just showing up with ideas and reports. The right agenda sets the tone, creates structure, and ensures the conversation stays focused on what matters most: their goals and how your expertise can help achieve them. A well-thought-out agenda balances listening, learning, and laying the foundation for a successful partnership.
Setting the Stage
The meeting should open with clarity about its purpose and the expected outcomes. Every client wants to feel heard and understood, so start with introductions and a brief acknowledgment of their decision to work with your agency or team. This isn’t just polite—it’s strategic. It’s your first chance to convey professionalism and build trust.
During one of my first PPC meetings with a retail client, I skipped this opening and went straight into strategy talk. Halfway through, I realized they felt overwhelmed because they hadn’t even fully grasped the process we were about to embark on. Starting with a few minutes to establish rapport and confirm the purpose of the meeting ensures everyone is on the same page before diving into specifics.
Getting to Know the Business
Before discussing campaigns or platforms, it’s essential to understand the client’s business inside and out. Ask them about their products or services, their target audience, and what differentiates them from competitors. Let them describe their brand voice and how they want customers to perceive them. This sets a foundation for crafting ads and messaging that resonate.
When meeting with a B2B software client, I noticed they kept emphasizing their commitment to customer service as their unique selling point. That conversation sparked a campaign focused on trust and reliability, which led to higher conversion rates than their previous, more generic ads. Asking the right questions during the initial meeting often unearths valuable information that can shape the entire campaign strategy.
Discussing Current Marketing Efforts
Understanding what they’ve tried before is critical. Clients often come with some history of running PPC campaigns, even if only minimally. Ask about any previous efforts, successes, and pain points. This could include metrics, platforms they’ve used, or even anecdotal feedback they’ve received from customers.
One client came to me frustrated with Google Ads, claiming they weren’t generating enough leads. After discussing their history, it became clear their ad spend had been spread too thin across non-performing keywords. That insight allowed us to focus on fewer, higher-intent terms in the next campaign.
Pinpointing Goals
Every PPC campaign should align with measurable goals, so this part of the meeting should center on understanding exactly what the client wants to achieve. Revenue growth, lead generation, or brand awareness all require different strategies. Ask questions that help the client articulate these goals in specific terms.
Vague objectives like “we want more customers” need refinement. I once worked with a fitness studio whose initial goal was to “get more signups.” Through discussion, we narrowed it down to targeting trial memberships within a five-mile radius. That clarity shaped our ad copy, targeting, and landing page strategy, leading to more effective results.
Budget and Expectations
PPC success is directly tied to budget, so this part of the conversation must address what they’re willing to invest and what they can realistically expect in return. Clients often have ambitious goals without fully understanding how budget impacts results. Transparency about how much it costs to achieve specific outcomes builds trust and sets the stage for informed decisions later.
One e-commerce client came into the first meeting with a budget of $500 per month, expecting to generate significant sales. Rather than dismissing their expectations outright, I walked them through the costs associated with their competitive market and showed them data-backed projections for what $500 could realistically achieve. They adjusted their budget upward after seeing how the numbers worked.
Addressing Platforms and Strategy
After laying the groundwork, the conversation can shift toward strategy. Talk about which platforms make the most sense based on their audience and goals. This is where your expertise shines, so tailor your recommendations to the specifics of their business rather than relying on a one-size-fits-all pitch.
For a local restaurant chain I worked with, Google Ads and local search campaigns were no-brainers. However, adding Facebook ads helped them promote seasonal offers to an audience within a 10-mile radius, something they hadn’t considered before. Suggesting unexpected but effective approaches shows you’re thinking critically about their needs.
Reporting and Metrics
Clients often worry about where their money is going and what results they’ll see. Addressing reporting early on prevents misunderstandings. Explain how you plan to measure success, how often you’ll report on performance, and what those reports will include.
I’ve found that offering clients a sample report during the first meeting can be incredibly effective. It not only reassures them about your process but also provides a visual representation of how their metrics will be tracked. One client told me they appreciated knowing upfront that we’d be tracking ROAS (return on ad spend) and not just clicks, as their last agency had focused on vanity metrics without tying them to revenue.
Handling Questions and Concerns
An agenda should always leave room for the client to voice questions or concerns. The first meeting is as much about listening as it is about presenting. Many clients come in with specific worries, whether about ad spend, competition, or past frustrations. Addressing these early builds confidence in your ability to deliver results.
During one meeting, a client raised concerns about click fraud on their Google Ads campaigns. While this wasn’t part of my original agenda, discussing Google’s built-in protections and additional tools like ClickCease put their mind at ease and strengthened their trust in my expertise.
Wrapping Up and Next Steps
Ending the meeting with clear action items ensures everyone knows what happens next. Summarize key points discussed, confirm deliverables, and outline timelines for getting campaigns live. This gives the client confidence in the process and helps avoid confusion later.
After one particularly productive first meeting with a healthcare provider, I emailed them a concise recap within an hour. They later mentioned how much they appreciated the follow-up, saying it reinforced their confidence in moving forward. Small touches like this can make a big difference in setting the tone for the partnership.
The Right Agenda Leads to Long-Term Success
A thoughtfully crafted agenda isn’t just about structure—it’s about creating an environment where the client feels heard, informed, and excited about working with you. When every part of the conversation ties back to their goals and challenges, the meeting becomes more than just an introduction. It’s the beginning of a successful collaboration.
