Starting a new PPC agency is exciting—but finding your first clients can feel like the hardest part. Without a portfolio or reputation to lean on, how do you build trust and get your first few wins? The good news is: every successful agency has been where you are. With the right approach, tools, and mindset, you can build momentum fast and turn your first deals into long-term partnerships.
Here’s how to get your client roster off the ground.
Nail Down Your Positioning First
Before you start pitching, get clear on what makes you different. You don’t need to be everything to everyone—specialization builds trust. Are you helping local service providers? Do you focus on Shopify e-commerce brands? Are you a TikTok and Meta ads expert?
Take the time to define:
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Your niche or target industry (e.g., beauty brands, coaches, SaaS startups)
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The platforms you specialize in (Google, Facebook, TikTok, Amazon, etc.)
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What specific outcome you help clients achieve (more leads? lower CAC? higher ROAS?)
When your positioning is clear, your outreach and messaging will land better with prospects.
Leverage Your Existing Network
Many early agency wins come from people you already know. Friends, classmates, colleagues, past employers, or even your hairdresser might know someone who needs digital advertising help.
Instead of cold-pitching strangers right away, start with warm outreach:
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Post on LinkedIn or Facebook announcing your new agency and who you’re looking to help
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Reach out directly to business owners in your personal circle
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Offer free audits or advice to spark conversations that could turn into clients
You’ll be surprised how many people are open to support—especially when you're honest about building your first case studies.
Offer Beta Packages or Case-Study Discounts
To overcome the “no experience” barrier, offer your first 1–3 clients a beta package in exchange for a testimonial or permission to use their results in case studies.
This isn’t about undercutting yourself—it's about building proof.
You could structure this as:
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A discounted 1-month trial
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A performance-based deal (e.g., % of revenue from ads)
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A “case study” engagement with a clearly defined start/end
This gives prospects a low-risk way to test your skills and gives you the materials you need to win bigger clients later.
Use Freelance Platforms to Build Momentum
While freelance platforms aren’t always ideal for long-term growth, they’re great for getting your first few gigs.
Some of the best options include:
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Upwork – look for PPC-related job posts and pitch fast
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Fiverr – create specific packages for account audits, keyword research, or ad copy
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LinkedIn Services – enable your profile’s “Open for Business” and optimize it for visibility
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Facebook groups – many marketing or entrepreneur groups have people openly asking for help
With these, you’re not just getting work—you’re building social proof and feedback.
Start Creating Useful Content
Position yourself as a trusted voice by sharing what you know. You don’t need a huge audience to make an impact—just consistency and relevance.
Here’s what to do:
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Write LinkedIn posts with short tips or client stories (without naming names)
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Create blog posts that answer common PPC questions
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Share before-and-after examples of ad improvements (with permission or anonymized)
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Make short videos walking through successful campaigns or A/B test ideas
Content builds credibility. Clients want to hire people who seem sharp and helpful—and creating helpful content is proof of both.
Partner with Agencies or Consultants Who Need PPC Support
One underrated strategy: partner with complementary service providers. Many web design, branding, or SEO agencies don’t offer PPC—but their clients need it.
You can:
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Offer white-label PPC services for their existing clients
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Join forces on bundled marketing offers
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Trade referrals for a commission or reciprocal leads
This can instantly put you in front of clients who already have budgets and trust in place.
Be Ready with a Simple Process
Even if you’re new, show up like a pro. Have a clean proposal template. Know how your onboarding works. Have basic systems in place (Calendly, Slack, reporting dashboard, etc.).
Use tools like:
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Google Slides for fast, clear proposals
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Notion to keep track of clients and task lists
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AdsPolar (if available) to streamline multi-platform campaign building and reporting
The more organized and reliable you seem, the more likely a prospect will take a chance on you.
Final Thoughts: Your First Clients Are Your Foundation
Landing your first clients isn’t just about revenue—it’s about proof, confidence, and word of mouth. Once you’ve helped a few brands grow, even in a small way, you’ll have the leverage to scale your agency faster.
So don’t worry if your portfolio is still empty. Focus on building trust, solving real problems, and showing up consistently. Clients will come—and they’ll tell others.