Playbook / Lessons / Partners and paid growth

Set the ad cost ceiling per client before you start

Dunn explains how he uses Facebook ads for his own consulting business: a lead magnet such as an email course, shown to people who do not yet know him. He says he is comfortable spending up to a tenth of a client's value on winning that client. The cap ties ad spend to what a customer is worth rather than to a feeling.

“I’m typically OK with spending upwards of 10% of a client’s value on acquiring them.”— Brennan Dunn, How To Get New Clients With Facebook Ads, Jun 2015

Do this

Write down today what an average new client is worth to you, set a hard ceiling for acquiring one, and limit your first Facebook test to a budget that fits under it.

More in this pack

• Judge early paid spend by payback, not LTV
• Pay for affiliates only out of real margin
• Put marketing metrics in the partner contract
• Ask your other referral sources, not only past clients

Get your plan

All steps · Trust · Pricing