The buyer you want is already searching for what you do. Getting in front of that person at the right moment, then giving them one obvious next step, is the whole game with paid ads for consultants and coaches.
Why Paid Ads Works for Consultants & Coaches
Google Search catches buyers who are already typing the problem you solve. LinkedIn lets you put your offer in front of a named job title, industry, and company size before those buyers have started searching. For a consultant or coach, both matter because the buying decision is personal: the prospect needs to see that you understand their specific situation, not a generic version of it. A tight offer, 'free 30-minute call for sales managers at companies under 50 people dealing with rep retention,' will convert far better than a broad one, because the person who clicks already believes the call is for them.
How It Works
- Match the channel to intent. Google catches people already searching; LinkedIn reaches people by role before they search. Use each for what it's good at.
- Lead with one clear offer. A specific, valuable offer beats a clever ad with a vague ask.
- Send clicks to a page built to convert, not your homepage. The landing page does most of the work.
- Watch cost per qualified lead, not clicks. Cheap clicks that never convert are the most expensive kind.
A Real Example
An executive coach targeting CFOs at private equity-backed portfolio companies ran LinkedIn ads to a list filtered by job title and company type. The ad offered a single 45-minute 'finance-leader stress audit.' The landing page had one field, one paragraph of proof, and one CTA. At a $48 cost per qualified lead, he booked 11 discovery calls in the first six weeks, enough to fill his practice for the next quarter.
What Actually Works for Consultants & Coaches
- On LinkedIn, filter by exact job title and company size rather than broad interest categories. The more precise the audience, the higher the cost per click but the lower the cost per qualified lead.
- On Google, bid on the problem keywords your buyers search: 'executive coach for new managers,' 'sales consultant for SaaS startups.' Avoid broad match terms that attract general curiosity.
- Send every ad click to a dedicated landing page with one offer and one CTA. Sending paid traffic to your general website homepage will kill your conversion rate.
- Offer something with a clear, low-commitment entry point: a single free call, a free audit, or a specific short workshop. The goal of the ad is to earn the first conversation, not to explain your full practice.
The Mistake to Avoid
Many consultants and coaches get the ad targeting right and then send clicks to a homepage that talks about their background, their methodology, and their values, but never tells the visitor clearly what to do next. Write the landing page first. If it cannot convert organic visitors, it will not convert paid ones.
How theKrew Runs This for You
theKrew builds the targeting, writes the ads and the landing page, and watches cost per qualified lead, so the budget goes to what converts instead of what gets clicks.