[FB ads] Leads. How many would you guarantee?

How many leads can you guarantee? I think that's the first question.

As for how many you are going to guarantee to a particular company, shouldn't that be a variable number?

Renovation contractor #1 might have 3 guys and a van and is looking for 4-6 good leads per month.
Renovation contractor #2 has 14 men and 8 vans and trucks and is looking for 40-60 leads per month.

You can't guarantee any finite number of leads no matter how great your ad and offer are because you can't make people click the ad and then opt in or call.

You should clearly communicate this fact so your client/prospect understands.

I've had this conversation with clients before who've told me they paid others for a guaranteed X number of leads before so why can't I do it.

I asked then why aren't they still paying the other company for those leads then?

The main reason why they stopped was because the leads sucked and not because they didn't have good sales ability. The vendor was so focused on filling the guarantee that many of the leads weren't even close to be qualified.

I suggest going back and giving them a different perspective on it.

Instead of promising X number of leads, promise that you'll work your
hardest to ensure each lead they do get is the most qualified as possible
to actually become a customer.

Any company that guarantees a specific amount of leads does not have the clients best interests in mind. Since it is only then about getting to that specific number and that is it...by any means available.

Are you selling per lead or as a flat rate service? If it is per lead, your vocabulary should be moving the client towards understanding the value of their customers and how to increase the conversion rate on each lead...so they can increase the ROI per converted lead. Which then they can re-invest into other forms of lead generation/marketing.

If it is a flat rate service, then it is a little harder since there is an expectation of them paying you X amount for Y amount of leads for the service. A good way around that is to set a per lead price that is used if you are under X amount of leads in the time frame. So if you are doing 10 leads a month at $450. IF you are lower than 10 in a month(like 6), then you only charge them for the per lead cost up to that number, say $45 per lead(so 6 times $40 = $270). If you go over the 10, then it is just your flat rate of $450. Then if you even get them 12 leads in a month, they are extremely happy since they are paying less per lead. If you are not generating 24 leads in a month, you can easily get 2 clients on the same deal with both of them being happy getting the more than 10 a month.

You don't need to guarantee the number of leads you generate.

Even if you tried, you couldn't because you didn't provide us enough information.

If they're spending $1000 on ads in a month they'll generate less leads than if they spend $10,000 on ads in a month.

So naturally, you shouldn't be looking at guaranteeing a fixed number of leads but perhaps a "cost per lead". That way it is related to how much they put towards their ad spend.

The next step is not to guarantee the number of leads but make it a "goal".

So if they are spending $1000 on ads, say the goal of that is to get 10 qualified leads. It's a goal, not a guarantee.

You can also remove the "risk" from them by offering a "trial month" where at the end of that month, if they're not happy with the results, they don't have to continue - and you can offer them a refund on your portion of fees (not the money spent on ads).

While you do not want to guarantee leads (and I can understand why - because it's "easier" for you) - you DO want to make it known what the goal is.

What is your target CPL?

If it's $100 per lead and they give you $1,000 to spend on ads, they should expect around 10 leads.

And I would recommend that you do stick to this.

If you're not holding yourself accountable in some way, such as with a "goal" cost per lead, then that's simply not good enough. You have to push to get your client fantastic results, otherwise they won't stick.

You can't guarantee leads, don't do that.