Last week’s module unveiled the dynamic world of paid ads, positioning them as personal billboards for your consulting firm, directing attention to your tailored services. We dissected essential strategies, such as pinpointing platforms like Facebook and LinkedIn, crafting ads that echo your ethos, and refining targeted demographics. The take-away? Advertising isn’t a one-time splash; it’s a strategic, evolving process that needs continuous refinement and optimization.

This week, we’re plunging even further, breaking down the paid marketing channels and best practices crucial for growing consulting firms. From the various campaign types to mediums like Google Ads, Facebook Ads, and Twitter Ads, we’ll unravel the intricacies that can turn your advertising campaigns into profit-makers. Get ready to dive into essentials like CPM and CTA that can forge success in your ad endeavors. It’s time to take control of the advertising reins and drive your consulting firm to new heights.

Campaign Types

Let’s first start with campaign types. This will be the first option you have when creating a campaign regardless of the platform.

Brand Awareness Campaigns

Brand awareness campaigns are designed to elevate brand visibility and recognition. Key metrics include impressions, reach, and CPM (Cost Per Thousand Impressions). The strategy revolves around utilizing visually engaging content and targeting broad demographics. Monitoring CPM ensures cost-efficiency, making these campaigns vital for establishing your consulting brand.

  • Objective: Elevate brand visibility and recognition.
  • Metrics: Impressions, Reach, CPM (Cost Per Thousand Impressions).
  • Strategy: Utilize visually engaging content, target broad demographics, and monitor CPM to gauge cost-efficiency.

Lead Generation Campaigns

Lead generation campaigns focus on acquiring potential clients’ information. Metrics such as conversion rate, CPL (Cost Per Lead), and lead quality guide this approach. Crafting attractive offers, leveraging landing pages with compelling CTAs (Calls to Action), and nurturing leads with follow-ups are essential strategies. These campaigns help consulting firms build a robust database of potential clients.

  • Objective: Acquire potential clients’ information.
  • Metrics: Conversion Rate, CPL (Cost Per Lead), Lead Quality.
  • Strategy: Create attractive offers, leverage landing pages with compelling CTAs (Calls to Action), and nurture leads with follow-ups.

Conversion Campaigns

Conversion campaigns encourage specific actions like requesting a quote. Metrics to consider include conversion rate, CPA (Cost Per Action), and ROI (Return on Investment). Targeting specific audience segments, crafting persuasive CTAs, and optimizing conversion paths are the keys here. These campaigns directly drive revenue, making them indispensable for growth.

  • Objective: Encourage specific actions, such as requesting a quote.
  • Metrics: Conversion Rate, CPA (Cost Per Action), ROI (Return on Investment).
  • Strategy: Target specific audience segments, craft persuasive CTAs, and optimize conversion paths.

Remarketing Campaigns

Remarketing campaigns aim to reconnect with previous website visitors. Click-through rate, conversion rate, and customer lifetime value are essential metrics. Utilizing tracking pixels, creating personalized ads, and monitoring engagements help in maximizing returns. Remarketing solidifies relationships and enhances customer retention.

  • Objective: Reconnect with previous website visitors.
  • Metrics: Click-through Rate, Conversion Rate, Customer Lifetime Value.
  • Strategy: Utilize tracking pixels, create personalized ads, and monitor engagements to maximize return.

Choosing the Right Medium

Let’s unravel the potential of platforms like LinkedIn, Twitter, Google Ads, and more, to guide you in crafting campaigns that resonate with your target audience.

Google Ads

Google Ads offers search, display, and video ad types. CTR (Click-through Rate), Quality Score, and Ad Position are vital metrics to track. Its vast reach, granular targeting, and performance analytics make it ideal for consultants wanting to be at the forefront of search results.

  • Types of Ads: Search, Display, Video.
  • Metrics: CTR (Click-through Rate), Quality Score, Ad Position.
  • Strengths: Vast reach, granular targeting, performance analytics.
  • Ideal for: Consultants wanting to be at the forefront of search results.

Facebook Ads

Facebook Ads provides image, video, carousel, and lead ads. Engagement rate, relevance score, and frequency are significant metrics. Detailed demographic targeting, visual tools, and community building are its strengths. It’s perfect for building brand engagement and a loyal community.

  • Types of Ads: Image, Video, Carousel, Lead Ads.
  • Metrics: Engagement Rate, Relevance Score, Frequency.
  • Strengths: Detailed demographic targeting, visual tools, community building.
  • Ideal for: Building brand engagement and community.

Cost of Facebook Advertising

  • The average CPC is $0.97 per click.
  • The average CPM is $7.19 per 1000 impressions.
  • The average CPL is $1.07 per like. With cost-per-like, you just have to pay for your ad when a user likes your business page.
  • The average CPA is $5.47 per action. With cost-per-action, your ad is only charged when a conversion occurs.
  • Minimum Budget: You will need to spend a minimum of $1 per day for impressions, $5 per day for clicks, likes, or views, and $40 per day for conversions.

Twitter Ads

Twitter Ads include promoted tweets, videos, and images. Engagement rate, impressions, and CPE (Cost Per Engagement) are the main metrics. Its real-time engagement and exposure to trending topics make it ideal for timely promotions and influencer collaboration.

  • Types of Ads: Promoted Tweets, Video, Image.
  • Metrics: Engagement Rate, Impressions, CPE (Cost Per Engagement).
  • Strengths: Trending topics exposure, real-time engagement.
  • Ideal for: Timely promotions and influencer collaboration.

Cost of Advertising on Twitter

  • The average CPC is $0.38 per click.
  • The average CPM is $6.46 per 1000 impressions.
  • The average CPE is $1.35 per engagement. With cost-per-engagement, you only pay when someone interacts with your Twitter ad.
  • The average CPF is $2.50 to $4.00 per follower. With cost-per-follow, you pay when someone uses your ad to follow your business.
  • The average CPD is $1.95 to $3.25 per download. With cost-per-download, you pay when someone downloads something, like an app.
  • Minimum Budget: You don’t have any minimum budget to start a campaign on Twitter.

LinkedIn Ads

LinkedIn Ads present a lucrative avenue for consulting firms to reach a professional audience. As a network tailored for business connections, LinkedIn provides a unique platform to advertise services, connect with potential clients, and establish industry authority. Its targeted advertising capabilities set it apart from other platforms, making it a valuable asset in any consulting firm’s advertising arsenal.

  • Types of Ads: Sponsored Content, Sponsored InMail, Display Ads, Video Ads. 
  • Metrics: Engagement Rate, Impressions, CPE (Cost Per Engagement). 
  • Strengths: Highly targeted, trusted platform, quality leads. 
  • Ideal for: B2B marketing, talent acquisition, brand awareness, thought leadership.

Cost of Advertising on Linkedin

  • The average CPC is $5.58
  • The average CPM is $33.80 per 1000 impressions.
  • Cost per lead rangers from $15-$350
  • Minimum Budget: Minimum budget for Linkedin ads is $15/day
  • Average engagement rate for a non-video sponsored content is 0.5%
  • Average engagement rate for a sponsored video is 1.6%

Short Overview

Below  is a graphic which will give a an overview and comparison of the costs associated with each platform

Video Ads: The Power of Moving Images

Google Ads

Video ads on Google’s YouTube platform engage users through storytelling. These ads can showcase your consulting firm’s success stories, offer insights into your process, or highlight testimonials. By using skippable and non-skippable formats, you can target different audience behaviors and needs. Analyzing watch time and interaction rates helps to fine-tune the messaging.

Facebook Ads

Facebook’s video ads allow consultants to create a more personal connection. These ads can include behind-the-scenes looks, interviews with team members, or educational content. Facebook’s demographic targeting aligns your video content with the right audience, promoting engagement and brand affinity.

Twitter Ads

Twitter video ads capitalize on real-time conversations. Timely and relevant content, such as commenting on industry trends, can lead to increased visibility and interaction. Short, compelling videos paired with trending hashtags maximize reach and engagement, propelling your consulting firm into the public eye.

Ad Formats:

Display Ads

Google Ads

Google’s Display Network reaches over 90% of internet users worldwide. Display ads, with strong visuals and compelling CTAs, can position your consulting firm across various websites your potential clients visit. Retargeting strategies ensure your services remain top of mind, nurturing leads through the funnel.

Facebook Ads

Facebook’s display ads offer a rich visual platform to showcase your consulting services. Carousel ads can highlight different aspects, such as various services or team member profiles. A/B testing images and messages refine the campaign for better conversion rates and a more personalized connection with potential clients.

Twitter Ads

Twitter’s promoted images offer a chance to stand out in a text-heavy feed. Eye-catching visuals paired with concise messages can drive traffic to specific landing pages or offers. Monitoring engagements and CPE (Cost Per Engagement) ensures an optimal balance between reach and cost, elevating your consulting firm’s presence.

Search Ads: Being Where Clients Are Looking

Google Search Ads

Google Search Ads are a powerful tool that consulting firms can use to get noticed exactly when potential clients are looking for their services. Here’s how they work:

What Are Google Search Ads?

Google Search Ads are the advertisements that appear at the top of the search results when someone uses Google to look for something. They look a lot like regular search results but are marked as ads.

How Do They Help Consulting Firms?

  • Visibility at the Right Moment: When someone searches for a term related to consulting, like “business consulting services,” your ad can appear at the top of the results. This puts your firm right in front of people when they’re actively looking for what you offer.
  • Customizable Messaging: You can write your ad to highlight what makes your firm special. Use strong words that relate to what people are searching for, talk about the benefits of choosing your firm, and tell people what to do next with a clear Call to Action (CTA).
  • Enhanced Features: Google lets you add extra information to your ads, like your phone number or special offers. These “ad extensions” make your ad more interesting and can get more people to click on it.


Growing a consulting firm in a competitive environment demands innovative advertising strategies. By embracing various forms of ads like video, display, and search across plat