How PPC Marketing Agencies can leverage case studies for growing their businesses - (FREE Case study Template)

The Golden Goose For PPC Marketing Agencies

Why is it that business owners often overlook case studies when looking to convert leads into customers? Maybe because it takes a lot of work to put together? Or maybe they have that much faith in their brand they believe that social proof and reassurance isn’t enough to tie the knot? Could it be that they rely on their satisfied clients to promote them? Whatever their reasons may be, today we’re talking about the importance of case studies for PPC Marketing Agencies. This "Golden Goose" of a blueprint to building case studies, will get the party started when it comes to converting leads into raving fans.   

Join us for a wholesome conversation between Strategic Marketer and ClickGUARD’s CMO Jason Pittock and Conversion Copywriter extraordinaire Ekaterina Howard, about case studies and what they bring to the table for PPC Marketing Agencies. 

Spoiler alert - Ekaterina shares her expertise on how to build case studies and why you should consider using them to boost your business’ image and results.  

Case Studies in the Context of Content Marketing and How This Relates to PPC Marketing Agencies

You know the drill - as a content marketer, you need to present factual and relevant information that appeals to the interests and needs of your target market. While at it, you should look into backing up your claims and address some of the common reservations your prospective clients might have. So what should you do? 

Follow our guest’s advice and involve former or present clients in the interview process, relying on their voice to tell the story. In short, start building case studies. 

You do a case study to describe, compare, evaluate and understand different aspects of a research problem or a specific issue. That results in backing up your claims with well-earned praise from your customers, which is powerful social proof of what you’re capable of doing. 

Case studies hit that sweet spot 

Think of presenting your business using a Venn diagram, where you see overlapping circles to illustrate the logical relationships between two or more areas. You should have three circles:  

1.  Your PPC Marketing Agencies processes and strategy -- all the work that goes into getting results; 
2. The “Epic Stuff” you want to tell your prospects about your PPC Marketing agency -- products and services that you offer;
3. What your existing clients love about your agency -- testimonials. 

Though your preferred methods of presenting and promoting your PPC Marketing agency may vary, you’re certainly interested in checking to achieve three goals: social proof, reassurance, and removing hesitations. As we found from Ekaterina, case studies come in handy with all of the above. Here’s how: 

1. Your client testimonies are your best social proof. Case studies ensure more credibility than simply presenting your agency and its services from your standpoint. 
2. You help your clients get a glimpse into what it’s like to work with you.
3. You remove any friction around hesitations that your prospects may have when they consider reaching out. 

Checking to achieve three goals: social proof, reassurance, and removing hesitations.

Building the case for PPC Marketing Agencies

Before trying to hack our way into building case studies, Ekaterina advises us to step away from the temptation of turning a potentially good case study into marketing fluff. It’s not easier said than done if we base the case study on honesty and let the client be the hero. 

The golden rule - let the client do the talking. 

Begin with the basics: what is it that your prospects should know about your business, do your previous clients want to share their stories (before and after working with you), can you gather and prove that you’re presenting real data? 

In terms of steps and how exactly you should go about building your case studies, first and foremost, keep in mind that results are relevant only in relation to the problems. That is, a prospective client will most likely feel motivated to contact you after identifying the problems you can solve. 

In brief, 

• make sure you explain the before story (why the customer hired you), 
• present a summary of the case (key points), then...
• dig into the problem your agency solved and can solve for a given client.  

For a detailed, step by step process, check out and download the white sheet down below. 

Download The Case Study Checklist Here

Sharing the case studies - a careful and caring approach

Getting the right to share the case study can be tricky. For one, a client might fear that getting their marketing campaigns published could get into the wrong hands. Luckily, we get to learn from Ekaterina when and how to approach the client for access to the data and permission to share what’s relevant for showcasing your services and results. 

HOW 

1. With honesty and best intentions: if it ever crosses your mind, forget about publishing a case study without requesting permission and getting a sign off from the client. It is unethical and can only hinder your image and market worth. 
2. With your most satisfied clients: reach out to the clients you know are happy with the results. 
3. Within the Terms & Conditions: including case studies in the terms and conditions of your contracts will reassure your clients that you’re going to have good results and you might want to make those results public. At the same time, this will give you the opportunity to discuss expectations. 

WHEN 

1. In the very beginning, included in the contract, under Terms & Conditions 
2. After you’ve got the expected results 
3. After a big win, when the client is most likely so happy that they’ll want to share it with everyone. 

Having the client’s trust and approval, you may pick and choose what will be featured in the case study. In terms of what should it include, take it from a pro: 

“... case studies without multiple data points are not necessarily bad case studies when they include info on what informed your strategy, the before and after and quotes from your customer.” 

Before you tune in for the detailed conversation including tips, ideas, and inspiring answers to witty questions, make sure you check out some of the case studies referenced by Ekaterina, and the white sheet she so generously shared with us.