4 Questions I Ask My Google Ads Agency Every Single Week

This is my meeting agenda for my weekly check-in with my Google Ads agency:

  1. What’s our total spend (including agency billings) vs. the customer-lifetime-value of the customers the campaign brought in to date, over the last 3 months, & last week?
  2. What did you do the last 7 days to increase the value of my ad spend?
  3. What will you do in the next 7 days to increase the value of my ad spend?
  4. Any blockers to getting your stuff done?

If you don’t ask, you won’t get these answers.

1. Measuring Value

Customer Lifetime Value vs. Ad Spend will get you a number that is pretty close to what you need to make a business decision.

Let’s say we spend $10k in January on an ad campaign that brings in 10 customers that each spend $100, for a total of $1k in ROI to date. That sounds sucky on its face. But let’s say each of those customers is paying us $100/month and is expected to stay for 15 months on average.

That $10k Google Ads investment now has an ROI of $15k ($1500 customer lifetime value x 10 customers).

That’s a $5k margin before overhead, delivery, etc. And if your product costs less than $5k to deliver for those 10 people, then you might be on to something. Or if it costs more, then you have actionable business data here to decide on next steps, which is exactly what you need!

2. The Solution to a Wasteful Meeting Agenda

Business people have no idea how to run meetings. Coders, on the other hand, have a tradition of running the most-effective meetings: short, to the point, and valuable.

The 3 Most Important Questions to Ask at EVERY Check-in Meeting:

  1. What did you do?
  2. What will you do?
  3. What will stop you from getting your stuff done?

If you only did the above, your business would save hundreds of hours (or more) per year. Hours which you could invest working on important things.

Toby Cryns

RSS From Toby’s Blog

  • The Horrors of Covering Your Own Ass
    Today I emailed a very simple question to support@[companyname].com (2 sentences total). The automated response I got back was this: Keep in mind that the above was an auto-response and: It’s hard to read. Everything has the same import (e.g. none of it is important enough to call out separately). It’s long. It added absolutely-zero…
  • If something stupid makes money, then it’s not stupid.
    I’ve seen some stupid things in my life…And some of them were really really smart. I remember a story from decades ago where the U.S. military was looking to equip the Stealth Bomber with a fancy computer-driven video system so the pilots could see behind them. Well, the computers failed to get the job done,…
  • There is no destination.
    Coding is a process of failure followed by a moment of great joy. You've gotta ride through the failures to experience the joy...

More posts from themightymo.com

How to deactivate all WordPress plugins via the database

By The Mighty Mo! Design Co. | January 20, 2022

Go to phpMyAdmin. Go to the “wp_options” table. Search for the field named, “active_plugins”. Edit the “active_plugins” field. Delete the value/contents of the “active_plugins” row. Save. That’s it! All your plugins are now deactivated!

Website DNS, Domain Registration, & Hosting Basics

By Toby Cryns | November 30, 2021

Websites have multiple layers: Domain Registration When you register a domain, you pay someone ~$20/year for a .com domain. Registration means you are leasing the domain for a year or more. A domain is the “yoursite.com” or “yoururl.net” or “yourorganization.org” that people type into their browser. We use services like Namecheap, Dreamhost, and GoDaddy for…

Avada ThemeFusion loads 80+ javascript files on every page! DON’T RECOMMEND!

By The Mighty Mo! Design Co. | November 18, 2021

I inherited a WordPress site using Avada ThemeFusion, and it is experiencing really bad performance issues. After doing lots of my standard bag-of-tricks optimizations to little effect, I decided to simply count the javascript files. To my surprise horror, I found it was loading over 80 javascript files on every single page! (For comparison: themightymo.com…

RSS From Toby’s Blog

  • The Horrors of Covering Your Own Ass
    Today I emailed a very simple question to support@[companyname].com (2 sentences total). The automated response I got back was this: Keep in mind that the above was an auto-response and: It’s hard to read. Everything has the same import (e.g. none of it is important enough to call out separately). It’s long. It added absolutely-zero…
  • If something stupid makes money, then it’s not stupid.
    I’ve seen some stupid things in my life…And some of them were really really smart. I remember a story from decades ago where the U.S. military was looking to equip the Stealth Bomber with a fancy computer-driven video system so the pilots could see behind them. Well, the computers failed to get the job done,…
  • There is no destination.
    Coding is a process of failure followed by a moment of great joy. You've gotta ride through the failures to experience the joy...