This is the cold email plan we'd run for a Google Ads agency that serves one industry. Search ads are public. Anyone can search a firm's name and see who is bidding on it and where the firm's own ads send people.
Your market is every firm in your industry that wins clients from people searching on Google. That includes firms already spending on ads and firms whose competitors are.
Two groups matter. Firms already advertising have a budget and a problem you can see. Firms not advertising have competitors taking the searches they should be winning.
Search the firm's own name on Google. A rival's ad sitting above their listing is the most personal signal on this page. People looking for them get offered someone else first.
Google Ads Transparency Center shows the ads a company runs. Click one. A paid visitor landing on a general homepage has to go looking for what the ad promised.
Search their main service and their city. Competitors filling the ads while this firm never appears means those searches go to someone else.
Read their ads in the Transparency Center. Copy that could belong to any firm in the industry is copy nobody has tested in a while.
Semrush shows the estimated cost per click for a search. In industries where a click costs a lot a sloppy account burns real money.
A job post for a digital marketing or paid search role means they know the ads need attention and nobody is on it yet.
At small firms the owner or the managing partner signs off on ad spend. At bigger ones it is the marketing director.
Search their company name and screenshot each competitor ad that appears. Add the monthly searches for their brand name from Semrush.
It works because it shows them losing people who were already looking for them.
Walk through it on a 15 minute call. The fix depends on their budget and on which rivals they want off their name and the call is where that gets decided. Protecting their name is an account you run.
Their top ad and the page it sends people to with the changes worth testing marked on a screenshot.
It works because the problem fits in one image and the fix is your work.
Show it live on a screen share. Only they know which service brings in the most money and that decides which page gets fixed first.
Rebuild one campaign in their account for their most valuable service. New keywords and new ads and a landing page that matches. They keep paying Google for the clicks and pay you nothing for the work.
It works because they see the new numbers in their own account. The rest of the account is the retainer.
It starts with a 20 minute call to pick the service and get access to the account. Have it live within ten days of that call.
Each segment gets its own email because a specific email gets more replies than a general one. Split each segment by sub-industry too so the examples in the email fit the reader.
Keep each email under 100 words with one reason for writing and one line of proof and one offer and one question. The proof lines are examples of the kind of result to use. Swap in real results of your own before anything goes out.
Lead with the rival's ad above their name and offer the screenshot.
Hi {{first_name}},
Searched "{{company}}" on Google this morning. {{competitor}} had an ad above your own listing.
People looking for you get offered them first. It's usually a quick fix.
We set up brand protection for a firm last year and it had the top spot for its own name back within a week.
Want me to walk you through the screenshot?
{{sender_first_name}}
Lead with the ad and the page it sent you to. Offer the teardown.
Hi {{first_name}},
Clicked {{company}}'s Google ad for "{{keyword}}". It dropped me on the homepage.
We run Google Ads for {{industry}} firms only. Marked up the page with what I'd change first.
A matching page cut one client's cost per consultation from $310 to $170 in two months.
Should I show you the markup?
{{sender_first_name}}
Lead with the competitors who show up for their main search and ask for a call directly.
Hi {{first_name}},
Searched "{{keyword}}" and {{competitor_1}} and {{competitor_2}} both had ads at the top. {{company}} didn't.
We run Google Ads for {{industry}} firms and nothing else. A firm that started from zero with us last spring was booking 22 consultations a month from ads by summer.
Worth 15 minutes to see what it would cost you to show up?
{{sender_first_name}}
They already run plenty of ads. Lead with one thing you'd change and offer the campaign rebuild.
Hi {{first_name}},
{{company}} has {{ad_count}} ads running on Google right now. The {{service}} ones all use the same headline.
Happy to rebuild that campaign free. New keywords and new ads and a page that matches. You'd only pay Google for the clicks.
The last campaign we rebuilt this way got the same number of leads for about two thirds of the spend.
Interested?
{{sender_first_name}}
Send two follow ups in the same thread three to five days apart.
Each reply should end in a booked meeting that actually happens. The lead magnet and the offer get delivered on that call and never go out as a file to read later.
The replies below cover the three ways people say yes.
They asked for the screenshot. The call decides the fix.
Hi {{first_name}},
Happy to. The fix depends on your budget and which rivals you want off your name so it's easier to walk through live. Fifteen minutes is enough.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the free rebuild. The call picks the service and sorts out access.
Hi {{first_name}},
Great. I need 20 minutes with you to pick the service that matters most and get access to the account. The new campaign goes live within ten days of that call.
Does Thursday at 11am or Friday at 3pm work?
{{sender_first_name}}
They said yes to a call. Tell them what they'll leave with so they show up.
Hi {{first_name}},
Perfect. I'll bring what {{competitor_1}} and {{competitor_2}} are bidding on and a starting budget for {{company}}. You'll leave knowing what showing up would cost each month.
Does Monday at 1pm or Tuesday at 9am work?
{{sender_first_name}}
Results aren't guaranteed and nobody honest can promise a number before the first emails go out. A few things decide how a campaign does.
The first few weeks show how the market responds. The list and the copy and the offer get sharper from there.
We build and run this campaign for one agency per industry.
This page is a starting point and a strategy we'd happily test ourselves. Working together gives us more context on your agency. That context lets us add better strategies and build better lists and offers and automations for you.
Thirty minutes on your market and how we'd reach it.