Strategies to increase Client Retention
Jul 02, 2025In the competitive landscape of digital advertising, many agencies focus on new client acquisition as the primary growth lever. However, according to Denie Geertzen, retaining an existing client is ten times more cost-effective than acquiring a new one. In a recent discussion with Aaron Young, the two industry experts explored actionable strategies for improving client retention, optimizing communication, and implementing smarter pricing models in the context of Google Ads.
The Value of a Strong Onboarding Process
One of the most overlooked elements in client retention is the initial onboarding experience. A smooth onboarding process helps set expectations, build trust, and reduce confusion from the start. Key elements of an effective onboarding strategy include:
-
Providing a clear roadmap of deliverables and timelines
-
Outlining goals and performance targets
-
Clarifying communication methods (email, video updates, Slack)
-
Confirming access to relevant platforms and assets
Setting up these expectations early ensures both parties are aligned, which helps prevent future misunderstandings.
Why Managing Expectations Prevents Churn
Many freelancers and smaller agencies skip proper expectation-setting in the early stages, often due to excitement over landing a new account. This can lead to friction later, especially if foundational marketing assets like landing pages or offers are not optimized.
Aaron Young emphasized the importance of transparency: “Google Ads is just one part of the customer journey. Clients must also ensure their website and offer are ready to convert traffic effectively.”
Use Consultative Reporting to Build Trust
Traditional monthly reports are not enough. Top-performing agencies go further by incorporating video walkthroughs and strategic commentary. Tools like Loom and Looker Studio help bridge the gap between data and understanding.
A proven reporting structure includes:
-
Highlighting performance wins
-
Addressing challenges with data insights
-
Outlining actionable next steps
-
Presenting future growth opportunities
This format ensures clients stay informed, engaged, and aligned on performance and strategy.
Proactive Problem-Solving as a Competitive Advantage
One of the worst experiences for clients is discovering issues before their agency does. Being proactive in identifying and communicating problems is essential for retention.
When performance dips, explain the situation by zooming out beyond the ad account. Analyze other traffic channels (organic, social, direct) and share your thought process on possible causes. Avoid overpromising results. Instead, discuss proven strategies you plan to test, based on past experience and performance data.
Understand the Emotional Investment of Small Business Clients
Smaller clients often tie ad performance directly to their financial wellbeing. A poor-performing week may impact payroll, job security, or even the viability of the business.
Understanding their emotional investment allows agencies to be more empathetic in their communication. Managing volatility by focusing on 4–8 week performance trends, rather than daily metrics, helps regulate emotional responses and build long-term trust.
How to Recognize Early Signs of Client Churn
Client disengagement is one of the earliest indicators of churn risk. If clients stop replying to emails, avoid commenting on reports, or show a general lack of interest, it may signal they are considering a change in service providers.
Denie recommends staying ahead by regularly checking in with clients and conducting structured satisfaction assessments. If possible, assign an independent client success manager to gather candid feedback—this ensures the client feels comfortable expressing concerns.
Flexible Pricing Models That Promote Long-Term Relationships
Agencies often struggle with pricing models that scale fairly and align with value delivered. Several hybrid models were discussed in the conversation:
-
Fixed monthly fee plus a percentage of ad spend
-
Sliding scale based on spend thresholds
-
Quarterly review cycles to reassess pricing and scope
-
Performance-linked pricing (with safeguards)
These models allow for sustainable growth, flexibility during onboarding, and predictable revenue forecasting. Aaron also recommends having structured 90-day review meetings to reassess deliverables, review campaign performance, and align on upcoming projects.
Shift from Client Chasing to Client Attraction
Top agencies attract clients through consistent content creation and value-sharing. Denie and Aaron both noted that inbound leads often result in better-fit clients with longer retention cycles. Platforms like LinkedIn and YouTube were highlighted as effective channels to demonstrate expertise, share strategies, and build credibility.
Clients who discover your agency through educational content are more likely to trust your recommendations, respect your process, and engage in long-term partnerships.
👉Should you pay for branded searches in Google Ads
Conclusion: Client Retention is a Strategic Growth Lever
Retaining clients is not just a cost-saving tactic—it is a strategic advantage. By implementing structured onboarding, transparent reporting, proactive communication, and flexible pricing, agencies can build long-term relationships that reduce churn and increase profitability.
Whether you're a freelancer or an established Google Ads agency, focusing on client success from the first interaction to the quarterly review will improve performance outcomes, satisfaction, and overall business sustainability.