When and how to fire PPC clients

As PPC professionals, we strive to deliver results, optimize campaigns, foster strong client relationships and grow along with our clients. 

However, not all client partnerships are destined for success. Sometimes, the difficult decision to part ways becomes necessary.

Why maintaining a healthy client portfolio matters

A thriving PPC agency or freelance business relies on a client portfolio that aligns with your expertise, values and business goals.

Each client relationship should be mutually beneficial, allowing for:

• Sustainable growth for both parties.
• Professional satisfaction and development.
• Fair compensation for your services.
• A positive working environment.

When these elements are balanced, you can deliver your best work and achieve outstanding results. However, when the scales tip unfavorably, it may be time to reassess the relationship.

Dig deeper: 8 questions to ask your new PPC clients

Challenges of managing difficult PPC clients

Even the most experienced PPC professionals encounter challenging clients from time to time. These difficulties can manifest in various ways:

• Micromanagement: Clients who constantly question your strategies and demand excessive reporting can hinder your ability to implement effective campaigns.
• Scope creep: Some clients may continually request additional services without adjusting compensation, leading to overwork and reduced profitability.
• Unrealistic expectations: Clients who expect immediate, dramatic results without understanding the realities of PPC advertising can create undue stress and strain on the relationship.
• Poor communication: Unresponsive clients or those who fail to provide necessary information can impede campaign progress and optimization efforts.
• Ethical concerns: Occasionally, clients may request actions that conflict with industry best practices or ethical standards.

While facing these challenges is part of the job, there comes a point when the cost of maintaining a difficult client relationship outweighs the benefits.

Recognizing when to draw the line is key to your PPC business’s long-term success.

5 signs it’s time to consider firing a client 1. Consistent late payments

Cash flow is the lifeblood of any business, and consistent late payments can seriously jeopardize your operations:

• Repeated delays: If a client regularly pays invoices weeks or months after the due date, it’s a red flag.
• Excuses and broken promises: Constant explanations for late payments and unfulfilled promises to improve indicate a systemic issue.
• Impact on your business: Late payments can affect your ability to pay for ad spend, staff or other operational costs.

When late payments become the norm, it’s time to reconsider the relationship. 

Consistently paying late shows a lack of respect for you and your services, and it’s important to address it.

2. Unrealistic expectations

Clients with unrealistic expectations can create undue stress and strain on your team:

• Demanding immediate results: PPC campaigns often require time for optimization. Clients who expect overnight success may not understand the process.
• Ignoring market realities: If a client refuses to acknowledge competitive landscapes or market conditions that affect campaign performance, it can lead to frustration on both sides.
• Constantly moving goals: Clients who continually change objectives or set unattainable targets without adjusting budgets or timelines may be impossible to satisfy.

When a client’s expectations are consistently unrealistic, it may be a sign the relationship isn’t working. 

These expectations often stem from a lack of marketing knowledge or because another agency or freelancer made promises that are now your responsibility.

Dig deeper: How to set and manage PPC expectations for teams and stakeholders

3. Poor communication

Effective communication is the foundation of any successful client relationship:

• Unresponsiveness: Clients who consistently fail to respond to emails, calls or requests for essential information can hinder campaign progress.
• Lack of clarity: Vague or constantly changing instructions can lead to misunderstandings and poor campaign performance.
• Inconsistent availability: Clients who are hard to reach but demand immediate responses from you create an imbalanced relationship.

Before starting, you and your client should agree on communication channels, meeting frequency and when you need feedback versus when you’re just sharing information. 

If communication issues persist and affect your ability to deliver results, it may be time to reconsider the partnership.

4. Disregard for expert advice

As PPC professionals, our expertise is what clients pay for. When that expertise is consistently ignored:

• Overriding strategic decisions: Clients who regularly dismiss your recommendations in favor of their own ideas, despite poor results, can be frustrating.
• Refusing to adapt: If a client is unwilling to adjust strategies based on data and performance insights, it limits your ability to improve campaigns.
• Micromanagement: Excessive involvement in day-to-day operations without trusting your judgment can hinder progress and efficiency.

If your advice is regularly ignored, it may signal a lack of trust or respect for your expertise.

5. Unethical requests

Maintaining ethical standards is non-negotiable in PPC management:

• Asking to mislead audiences: Requests to create deceptive ad copy or landing pages that violate advertising policies are major red flags.
• Pressuring for black hat techniques: Clients who insist on using tactics that go against platform guidelines put your account and reputation at risk.
• Ignoring legal requirements: Disregarding industry regulations or data privacy laws can have serious consequences.

Parting ways with a client who continually makes unethical requests is a must to protect your business and integrity.

Dig deeper: 5 tips for handling client and stakeholder requests for PPC projects

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What to do before firing a client

Before deciding to fire a client, it’s important to handle the situation thoughtfully and professionally. 

Consider these steps to potentially salvage the relationship or ensure you’ve addressed the issues thoroughly.

Open communication about issues

Clear, honest communication is the foundation of any successful professional relationship. When problems arise, it’s essential to address them directly:

• Schedule a formal meeting: Set up a dedicated time to discuss your concerns. This shows the client that you take the issues seriously and are committed to finding a resolution.
• Be specific and factual: Clearly outline the problems you’ve observed, using concrete examples and data where possible. For instance, “Over the past three months, payments have been late by an average of 15 days.”
• Listen actively. Give the client an opportunity to share their perspective. You may be unaware of underlying issues or misunderstandings.
• Document the conversation: After the meeting, send a follow-up email summarizing the key points discussed and any agreed-upon actions. This creates a paper trail and ensures both parties are on the same page.

Document everything. If issues arise, having records will protect you. It’s always safer to have documentation than to be without it.

Setting clear boundaries and expectations

Once you’ve openly discussed the issues, establish or reinforce clear boundaries and expectations:

• Create a formal agreement: Develop a written document that outlines the terms of your working relationship. This could be an addendum to your existing contract or a new service level agreement (SLA).
• Define roles and responsibilities: Clearly specify what the client can expect from you and what you need from them to perform your job effectively.
• Establish communication protocols: Set guidelines for response times, preferred communication channels and regular check-ins.
• Outline consequences: Clearly state what will happen if the agreed-upon terms are not met. This could include late fees for overdue payments or the potential termination of services.

Dig deeper: 5 essential PPC skills every agency pro must have

Offering alternative solutions

Before resorting to terminating the relationship, explore alternative solutions that could address the core issues:

• Adjust the scope of work: If the client’s expectations are unrealistic given their budget, propose a scaled-back version of your services that aligns with their resources.
• Implement new tools or processes: Suggest using project management software or automated reporting tools to improve communication and transparency.
• Offer training or education: If the client’s disregard for expert advice stems from a lack of understanding, propose a training session to help them better grasp PPC concepts and strategies.
• Revise payment terms: For clients struggling with cash flow, consider offering a different payment structure, such as smaller, more frequent payments instead of larger monthly invoices.

Taking these steps shows your commitment to the client and your effort to find solutions. 

If the situation doesn’t improve, you can confidently move forward with ending the relationship, knowing you’ve done your best to resolve the issues.

How to fire a PPC client professionally

After exhausting all efforts to salvage the relationship, you may find that terminating the contract is the best course of action.

Handling this process professionally is crucial for maintaining your reputation and minimizing potential negative impacts on your business.

Let’s explore the key steps to firing a PPC client with grace and professionalism.

Timing considerations

Timing is key when ending a client relationship. 

• Before proceeding, review your contract for termination clauses and notice periods. 
• Ideally, align the termination with the end of a campaign or reporting period for a smoother transition. 
• Be mindful of your client’s business cycle. Avoid ending the relationship just before their peak season or major events. 
• Ensure you have the capacity to manage the transition and handover of accounts or data. Considering these factors will help minimize disruption and maintain professionalism.

Preparing necessary documentation

Gather all relevant documentation for the termination process. 

• Start with performance reports that highlight the work done and results achieved. 
• Prepare a document containing account access information, including login credentials and any accounts created for the client. 
• Create a transition guide outlining the campaign structure, naming conventions and specific strategies used. 
• Don’t forget to prepare a final invoice detailing any remaining billables or refunds. 
• Draft a formal termination letter that includes the end date, a clear reason for termination, an overview of the transition process and any final obligations. 

Initiating the conversation

When it’s time to inform the client about ending the relationship, approach the conversation with professionalism and empathy. 

• Schedule a call to deliver this news verbally rather than by email. 
• During the call, be direct and respectful, clearly stating your decision without being emotional or accusatory. 
• Offer a brief, honest explanation for the termination without going into too much detail or inviting debate. 
• Then, shift to the next steps, outlining the transition process and what the client can expect. 
• Be ready for questions or objections by anticipating concerns and preparing calm, professional responses. 

By managing this difficult conversation thoughtfully, you can maintain professionalism and preserve a positive relationship, even as you part ways.

Handling the transition

A well-managed transition process can help maintain a positive professional reputation:

• Provide a transition timeline: Outline clear deadlines for each step of the handover process.
• Offer a handover meeting: Propose a meeting with the client or their new agency to walk through your campaigns and strategies.
• Transfer assets and access: Ensure all relevant assets, data and account access are transferred securely and in a timely manner.
• Be available for questions: Offer a reasonable timeframe for addressing any follow-up questions after the transition.
• Maintain professionalism: Even if the client reacts negatively, remain calm and professional throughout the process.

Dig deeper: Client onboarding and offboarding: The PPC agency’s guide

Reflecting on the experience

After you’ve gone through the process of firing a client, take a step back and reflect on the experience. 

This isn’t just about closing a chapter; it’s an opportunity for growth and improvement in your PPC business.

Analyze the reasons for termination

Take some time to analyze what led to the termination.

Were there early warning signs you missed? Could you have addressed any issues sooner?

This reflection isn’t about beating yourself up, but about learning and evolving your business practices.

Refine client selection and onboarding

Use these insights to refine your client selection process.

Consider developing a more detailed ideal client profile. What characteristics make for a great long-term partnership?

You might want to create a more comprehensive onboarding questionnaire to help identify potential issues early on.

Setting clear expectations from the start can prevent many problems down the line.

Dig deeper: PPC client kickoff: Strategies for a successful first encounter

Strengthen existing client relationships

Take this opportunity to strengthen relationships with your existing clients during this process. 

Conduct a relationship audit with your current clients.

Are there any emerging issues you can proactively address? 

Increasing communication and transparency can go a long way in maintaining healthy, long-term partnerships.

Review legal considerations

Always review your service agreement before terminating a client relationship. 

Pay close attention to termination clauses, ownership of work and data and any confidentiality agreements. 

Adhering to proper notice periods is important. If it’s not specified in your contract, a 30-day notice is typically standard in the PPC industry.

Manage proprietary information

Handling proprietary information is another important consideration. 

Be clear about what constitutes proprietary information and outline the process for returning or destroying client data. 

Make sure you’re complying with all relevant data protection regulations.

Ending client relationships: Steps for a smooth and professional transition

Healthy business relationships are crucial for long-term success in PPC management.

While retaining clients is important, it shouldn’t hinder your agency’s growth. 

Open communication helps prevent issues, and clear contracts benefit both parties. However, sometimes, ending a relationship is the best option for everyone.

You can build a stronger, more sustainable PPC business by managing client relationships strategically and handling terminations professionally.

Focus not just on keeping clients but on finding those who share your values and goals.

Each client relationship, including those that end, offers a chance to learn.

Use these experiences to improve your processes and services, ultimately creating a thriving PPC business.