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.