I charged $2,000 for a $100,000 project, yet the client was pissed.

He wanted Facebook ads but didn’t have any landing pages, videos, tracking,  or even a strategy.

It took me 3 months to build these components— but he expected leads the next day.

Moral of the story: Building something from scratch costs way more than maintaining it.

I pay the maid $50 for housekeeping every week. 

Would you like to live in a 3-story, 6-bedroom house for only $50 per week? You must get the house first.

If you’re an agency, make sure to properly charge for the building phase, which is 50X more effort than monthly maintenance.

You need to have plumbing first, to track your performance and disqualify nightmare clients.

Then ensure they have a strategy, meaning their GCT (goals, content, targeting).

If they don’t have a clear strategy, then you’ve got a risky, expensive build phase.  

Set expectations and charge appropriately, or walk away. And only then can you build your campaigns.

After these 5 stages come “optimization”, which is the ongoing maintenance and tuning. 

Clients want to skip this out of ignorance and impatience. 

Your job is to qualify and educate first– then charge appropriately.

Leave a Comment

Scroll to Top