Recommending You Spend Less

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Has your agency ever suggested that you spend less on Google Ads? If you’re laughing right now, I think we both know the answer.

Most agencies are paid as a percentage of ad spend. Which means the more you spend, the more they make. So naturally, the conversation tends to focus on growth – more budget, more campaigns, more reach.

But here’s the problem: More spend doesn’t always mean better results.

An Incentive Problem

If your agency makes more money when you spend more, it becomes very hard for them to recommend pulling back, even when it’s the right move for your business. That’s not always intentional, but it does shape behavior.

And over time, it can lead to inefficient spending that no one is motivated to fix.

A Different Approach

When we first met with a credit union, they were spending about $15,000 per month across seven locations. Three of those locations were in the same town, and all were within two counties.

They didn’t come to us because of budget concerns. They came to us because their agency was unresponsive. 

When we reviewed the account, something else became clear: they were overspending for the market they were in. There simply wasn’t enough qualified demand to justify that level of budget.

So we made a recommendation most agencies wouldn’t. We told them to cut their Google Ads spend in half – from $15,000 to $7,000. They were thrilled, and a little surprised.

We didn’t just reduce the budget, we refocused it.

  • Tighter targeting
  • Better alignment with high-intent searches
  • Cleaner campaign structure

The result? They generated just as many marketing-qualified leads at half the spend.

A Natural Ceiling

Google Ads isn’t about how much you spend. It’s about how efficiently you turn that spend into results.

There’s a natural ceiling in every market based on search volume, competition, and intent. Once you push past it, you don’t get more of the right leads. You just pay more for each lead, or worse yet, you pay for lousy ones.

Good management isn’t about pushing spend higher. It’s about finding, and respecting, the ceiling for your market.

Real Partnership

If an agency wants a long-term relationship with a client, they have to be willing to say: “You should spend less.” Even when it means less revenue in the short term.

Because what you gain is trust, efficiency, and a client who knows you’re looking out for their business…not just your own.

If your current agency has never suggested reducing your budget, it’s worth asking: Are you truly optimized… or spending more than you need to?

Do You Really Know Why Your Best Clients Choose You?

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Many businesses think they know why clients come to them. Fewer actually do.

Recently, we had a clarifying discussion with a client, Sterling Point Capital, that works on complex community development projects using New Market Tax Credits (NMTC). On the surface, it seemed obvious why prospects reached out: they were searching for help with NMTC financing.

And that part was true.

People aren’t searching for “full capital stack consultants.” They were searching for New Market Tax Credits. That’s the language they know, and that’s how they start their journey. But when we looked at the projects that were the best fit for Sterling Point Capital – the ones where the relationship really worked and the impact was greatest – a different pattern emerged.

Those clients valued them not just for NMTC expertise, but because they could help assemble the entire capital stack needed to move a project from concept to reality.

So we didn’t change the targeting. We continue to meet prospects where they are: searching for NMTC support. But we changed what happened next. The landing pages were updated to clearly communicate that Sterling Point Capital’s role extends far beyond a single funding tool. They are partners in making complex projects viable, not just advisors on one piece of financing.

Immediately, we began to see better results. Not more leads, but better-aligned ones: prospects who understood the broader value from the start and were more likely to move forward.

The service hasn’t changed. The clarity has.

A Different Lesson from a Home Services Company

We saw a related but slightly different dynamic with a home services company. Their instinct was to lean heavily into urgency language in their search ads. It made sense on the surface. Their services are often needed quickly, and urgency felt like the obvious angle.

But when we stepped back, we realized something important: by the time someone is searching, the urgency already exists. They don’t need to be told the situation is urgent, because they are living it.

What they really need is reassurance.

They want to know that someone competent will take care of the problem, respond quickly, and show up when promised. So we shifted the messaging away from pushing urgency and toward providing calm confidence: we’ll handle this for you, and you’ll know exactly what to expect.

That change better matches the emotional state of the prospect at the moment they were searching.

The Common Thread

Both situations highlight the same core lesson: It’s not enough to know what people search for. You have to understand why your best clients actually choose you.

Sometimes, as with Sterling Point Capital, prospects start with one specific need but ultimately choose you for a broader capability they aren’t looking for yet.

Other times, as with the home services example, the difference isn’t about services at all, but about tone: meeting prospects with reassurance instead of amplifying the urgency they already feel.

When your messaging reflects that deeper understanding, your marketing begins to attract the right people more naturally. 

A Question Worth Asking

If you looked closely at your best clients – the ones who value your work most and stay with you the longest – what would you discover? Are they choosing you for the exact reason you emphasize in your marketing? Or are they choosing you for something more nuanced that you haven’t fully articulated yet?

That gap between what you say and why clients actually choose you is often where the biggest opportunity for improvement lies.

If you are looking for some help figuring this out, I would love to have a conversation. We have some new tools that make this a little easier and it is a lot of fun for us. 

Avoid “Long-Term Contract” Neglect

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When we bought our home in 2016, we replaced all the kitchen appliances. Everything came with a one-year warranty – which I was grateful for when our refrigerator broke within the first year. A repair person showed up in two days. Problem solved.

So when we were offered an extended warranty, I signed up without hesitation. The fridge wasn’t cheap, and it had already failed once. Then it broke again. This time, it took 10 days to get a technician.

That’s when I learned what it really means to be locked into a long-term contract. They knew I wasn’t going anywhere. So urgency disappeared.

I’m guessing customers paying full price got much faster service.

The Same Thing Happens with Agencies

Long-term agency contracts create the same dynamic. Once you’re locked in for a year, some agencies quietly shift priorities. Response times slow. Small tasks drag on. Follow-through weakens. We see it all the time.

One client told us their previous agency took two weeks to upload new creative. This is something that should take 10-15 minutes.

Another waited more than a week for a new call-tracking number. That’s a 60-second task.

These weren’t technical problems. They’re motivation problems.

When Clients Can’t Leave, Service Suffers

For some agencies, a year-long contract becomes a license to be unresponsive. They know the client can’t walk away – even if performance slips. That’s not a partnership. That’s complacency.

And it’s incredibly frustrating when you’re investing real money and getting slow, careless service in return.

Why We Don’t Rely on Lock-Ins

At Factor Four, we ask for 90 days to build, optimize, and stabilize campaigns. After that, we work month-to-month. It’s not because we’re “nice” (although we think we are). It’s because it keeps us accountable.

We don’t keep clients through paperwork. We keep them through performance, responsiveness, and results you can see.

Clients don’t leave agencies that:

  • Return calls quickly
  • Act on feedback immediately
  • Take ownership of problems
  • Deliver measurable ROI

They leave when those things disappear.

If your agency feels slower, less responsive, or less invested than they used to, and a long-term contract is the only thing keeping you there, it may be time to ask why. You deserve a partner that treats your business like it matters every month, not just when you sign.

Have you ever been locked into a long-term contract? What was your experience?

Business owner

Own Your Google Ads Account

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Do you actually own your Google Ads account? Not just access but real ownership.

If you decided to part ways with your agency tomorrow, could you take the account with you and hand it to a new team, or bring it in-house?

If you’re not sure, that’s a problem.

When the Agency Owns the Account

Last January, we started working with a company spending about $1.5 million per year on Google Ads. At the time, they had 33 locations (and have grown since). They were frustrated with performance and ready for a change.

There was just one issue: Their agency owned the Google Ads account and refused to transfer it.

Despite paying hundreds of thousands of dollars in management fees over several years, the agency claimed the account was their intellectual property.

In my experience, that rarely has anything to do with protecting great work and everything to do with avoiding accountability.

The Hidden Cost of Not Owning Your Data

Because we couldn’t access the historical account, we had to rebuild everything from scratch. We couldn’t see what had worked, what hadn’t, or what lessons had already been learned.

That slows momentum and means the client ends up paying, again, to rediscover insights they already funded.

That’s not a partnership. That’s a lock-in strategy.

What You Should Check… Now

If you’re currently working with an agency:

  • Do you have your own login to the Google Ads account?
  • Is the account owned by your business, not the agency’s email address?

If you don’t own the account, you’re more tied to that agency than you may realize, especially if performance slips.

To be clear: a strong agency can still drive solid results within 30–90 days, even without historical data. But you shouldn’t have to give up your past learnings just to move on.

Set the Expectation Up Front

If you’re evaluating a new agency, ask this question early:

“Will we own the Google Ads account… unequivocally?”

If the answer isn’t a clear “yes,” keep looking.

Ownership gives you leverage, flexibility, and confidence that your agency is earning your business, not protecting theirs.

Transparency Changes Behavior

I believe agencies should earn trust every month. That doesn’t mean every month is perfect, but it should always be clear that your results come first.

And when agencies know you can log in, see the data, and ask real questions – they’re far less likely to hide behind dashboards or massage the numbers.

If you want more transparency, clearer accountability, and an agency that believes you should own what you pay to build, feel free to message us. I’m always happy to have a conversation and see if it makes sense to work together.

Looking Back at 2025

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How was 2025 for you? Personally, I’ve found that reflecting on a year is a valuable exercise. It’s a chance to slow down, notice progress that’s easy to overlook, and acknowledge how your thinking has changed along the way.

In December 2024, we closed our largest client ever. Until that point, I had assumed we couldn’t compete with the big agencies. Then we took over the Google Ads work from one of the largest agencies in the country – and the client is thrilled with the results. More than the revenue, that experience fundamentally changed how I see what we’re capable of.

To properly serve this new client, along with several others who started working with us, we added two full-time team members to Factor Four. These were our first full-time employees in 17 years in business.

Building a bigger team has been energizing… and humbling. It forced me to let go more than I was comfortable with and trust others with work I’ve always held closely. Delivering outstanding results is what gets me up in the morning, and I held onto the details tighter than I should have. With some helpful coaching, I’m learning how to stop being the master craftsman and start becoming the architect building systems that deliver excellent results repeatedly.

Despite the growth, we still measure success by one thing: how effectively we helped our clients.

This year brought some meaningful wins for organizations willing to rethink how they approach lead generation. A few highlights from new clients:

  • Cardiac Care landed their largest client ever through a Google Ads lead, revealing a new market opportunity they are now actively pursuing.
  • A home services company reduced the cost of branded search terms by 77%, freeing up budget to successfully expand into non-branded keywords and acquire new customers via Google Ads.
  • SMCU lowered overall ad spend by 39% while maintaining the same volume of qualified leads.
  • ScriptCert temporarily reduced advertising because demand outpaced their internal capacity. They are currently adding team members so they can scale further.

We also celebrated a milestone that means a lot to us: 16 years of helping Otay Ranch Eyeworks get new patients consistently.

2025 reinforced something I’ve always believed: when performance can be clearly measured, decisions get better, and growth follows.

We’re grateful for our great existing and new clients and look forward to building on our momentum in 2026.

Do Prospects Think You’re Different?

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Do you like competing on price?
Neither do I.

But when prospects can’t tell the difference between you and your competitors, price becomes the only thing left to compare. And in Google Ads, where every click costs real money, that’s a losing strategy.

When Everything Looks the Same, Prospects Act the Same

Clicks are expensive. If searchers click the top 3-4 ads before making a decision, you’re paying for every one of those comparisons.

The fix isn’t lowering your price. It’s standing out before they ever click.

When we started working with a home services company, their ads looked just like their competitors’. If you covered the company name, nobody could tell them apart.

So we began digging for a meaningful differentiator. Something that mattered to the people they wanted to attract.

Key person leader or speaker stands in the middle of a company or group of people

The Small Differentiator That Made a Big Impact

Their standout feature? A self-service scheduling system that:

  • Instantly confirmed if an address was in their service area
  • Provided a real-time estimate
  • Let prospects pick a day and time for the service

For busy customers who value convenience over hunting for the lowest price, this is gold.

So we built the ads and landing pages around that message.

Suddenly, they weren’t “just another home services company.” They were the easy, convenient option – the one that respected people’s time.

The result? A 30% drop in cost per conversion and more qualified leads from people who weren’t just price shopping.

Differentiation Works in Every Industry

We’re doing something similar for a client that helps nonprofits and developers secure New Market Tax Credits.

Most competitors only help with the NMTC portion of the funding. This client helps assemble the entire capital stack – all the financing needed to move a hospital, community center, or affordable housing project from plan to reality.

That’s a real point of difference. Once it’s reflected in their ads and landing pages, it won’t just attract more leads, it will attract better ones, already aligned with what they offer.

What About You?

If you want to improve your Google Ads performance, start with this question:

“What makes us meaningfully different… and does our advertising actually say so?”

When your uniqueness shows up in your ads and landing pages, you attract the right people, convert more of them, and waste far less money.

Want Help?

If you’re unsure what your differentiators are, or how to turn them into stronger, higher-converting campaigns, send us a message. We’re always happy to take a look and point you in the right direction.

Don’t Let Your Agency Hide Behind a Dashboard

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Do you hire a digital advertising agency to grow your business—or to grow their bottom line?

It sounds like a ridiculous question, but too many agencies act like you’re there to fund their retainers, not your results.

The Dashboard Dilemma

Dashboards can be a great tool… when used honestly. They can also be a convenient way to show you just enough to keep you from asking tough questions.

Too often, agencies use them to summarize performance without context. And without context, you can’t make informed decisions.

Simplicity Shouldn’t Mean Hiding the Truth

Dashboards often highlight one number: Average Cost Per Lead (CPL). Useful, sure. But it rarely tells the full story.

Here’s an example. Before we took over a client’s account, their agency showed them an average CPL of $37 – a great number for their industry. But 80% of those conversions were coming from branded searches – people already looking for the company by name.

Once we dug in, we found branded leads cost $26 each, but new customer leads (non-branded terms) were much higher. So, we restructured the account.

Within months, branded CPL dropped to $7, and non-branded leads – actual new business – came down to $75. That shift turned their ad spend from “maintenance mode” into a real growth engine.

Local Data, Informed Decisions

The same client has 37 locations across the East Coast. Their previous agency lumped everything into a handful of campaigns. It was easy… for them. But not so useful for the client.

We rebuilt it from the ground up: 147 campaigns by location and service line. That level of granularity gave them clarity they’d never had before.

Now they can see that leads in Charlotte, NC, cost twice as much as in Bow, NH, and make decisions accordingly. That’s what transparency looks like.

Demand the Data You Deserve

I hate seeing businesses spend good money on bad campaigns.

If your agency’s dashboard makes everything look “fine” but you don’t understand why it’s fine, or where your leads are really coming from, it’s time to ask for the full picture.

Simplicity should serve clarity, not hide it.

If your agency can’t (or won’t) give you that clarity, it may be time to find one that will.

Your Thoughts

What has been your experience with agency dashboards?

Daring to Care

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This morning, a client who provides CPR training emailed me and said:

“I just closed one of the big leads this morning. Huge one!”

That one new client covers all of his Google Ads spend for the year—and then some. (This is on top of the consistent flow of high-quality leads he has been getting since January.)

I was thrilled. First, because he closed the deal. Second, because he let me know. I love to hear about client successes!

At Factor Four, we deeply care about our clients’ results. That may sound obvious, but in the digital agency world, results often take a back seat to looking cool or chasing the latest trend.

Awards Don’t Pay the Bills

One egregious example has stuck with me for nearly 20 years.

In 1996-1997, Nissan ran a series of award-winning ads. They were widely seen, critically acclaimed… and Nissan’s sales dropped 6.9% from July 1996 to July 1997. Meanwhile, Toyota and Honda sales were rising.

At the time, Rob Siltanen, Nissan’s creative director at TBWA Chiat/Day, said:

“This is great advertising!”

Huh?

Personally, I would feel like I failed if a client’s sales went down 7% after launching millions of dollars worth of ads.

What “Daring to Care” Really Means

For us, caring about results isn’t a tagline, it’s a mindset. Here’s what it looks like in practice:

  • Clarity over Creativity – We focus on clear goals and conversions that actually matter.
  • ROI over Awards – Success is measured in revenue, not trophies.
  • Accountability over Vanity Metrics – “Visibility” doesn’t pay the bills. Clients need sales and leads they can track.

When you hold yourself to those standards, you don’t need to justify weak performance with vague claims about “building awareness.” You can point directly to revenue generated. Or, you let a client know that Google Ads will not work for their business… which does happen.

Why It Matters

Our CPR training client didn’t need a clever campaign or a viral ad. He needed qualified leads. We delivered the results that are helping him grow his company. 

That’s why we dare to care.

What is Your Experience?

Have you ever run a campaign that looked good on paper but didn’t move the needle? Or one where the results spoke louder than the creative?

I’d love to hear your experience.

The Right Pond

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Two weeks ago, I had the opportunity to attend a workshop with other entrepreneurs. Most were technology or engineering people. And they had created some very innovative new products and services.

The interesting thing was I was the only marketing person in the room. And many of them were dealing with marketing problems. For example, I was able to help one entrepreneur to reframe how he talked about his service to increase his credibility – what he offered initially sounded too good to be true.

For another, they were spending over $1000 per month on Google Adwords and had not generated any customers from it, even though they do extremely well selling their product at trade shows and conferences. So, we walked through their campaigns and identified what was missing. They have signed on to be a client.

And there were others who were happy to get the input of a marketing person. So, I initiated a monthly call with this group where we can share expertise. It certainly seemed like a great opportunity to be the marketing expert for these up-and-coming companies.

This experience reminded me how much easier it is to find people to help when you are fishing in the right pond. And it is even better when you are the only one who does what you do in the group.

Who could really use your help, but does not even know they need it? Where might you find a gathering of these people (in the real world or online)? These can be hard questions to answer, but when you do, you can start fishing in the right pond.