Cold Email Template for Google Ads Agency

Updated 25-07-2023. Written by Deepak Joshi.

This document was written and prepared by Deepak Joshi.

Aim is to help agency owners (Google ads) crack their cold email outbound playbook.

If you would like to work with us, here’s a link to our calendar.

(My only ask is that if you find this document useful, please share with people you know)

Google Ad Agencies - Outbound Playbook

TLDR: This playbook is specifically built for agencies that help businesses with their Google Ads strategy and operations in the following ways.🙂

Technical Setup

Campaign Maintainence

Campaign Strategy

Error Fixing

Let’s take a quick look at some of the companies in this niche 🔍

There are over 10,000+ Google Ad agencies listed on Clutch. Below are six key players for whom this playbook is particularly well-suited, each offering one or more of the features listed above:

Company Name	Website	Lookalike Audience Size (Ocean.io)
Solutions 8	https://sol8.com/	~22,000
Dizzain	https://www.dizzain.com/	~50,000
Scube Marketing	https://www.scubemarketing.com/	~17,000
Disruptive Advertising	https://disruptiveadvertising.com/	~40,000
Adventure Media Group	https://www.adventureppc.com/	~29,000

If you’re developing a platform similar to any of these companies, this playbook will be invaluable. It is crafted to help founders of legal tech platforms address key questions such as:

What do they do?
Who do they sell to? (Their Target Market)
What is their User Persona?
Which Campaigns should they launch?
What’s the Email Infrastructure they need?

What do they do?

An apt description for such an agency would be one that helps Google advertisers working either independently or in an institution/company solve any issues pertaining to their Google PPC campaigns.

They could require their service to solve for a single issue like CTR optimization or they might want them to set up their entire campaign strategy from scratch.

Let’s dive deep into what are some of the services they provide 😁

Services	How?
Technical set up	Includes setting up their Google Ads account, building landing pages, incorporating utm’s for tracking.
Campaign Strategy	Includes identifying target keywords, building ad copies, optimising landing pages, competitor analysis, fine tuning bids and budgets across campaigns, choosing which type of ads to launch (search, display, performance max etc.)
Campaign maintenance	Includes daily monitoring of campaigns for abrupt changes, building dashboards for reporting at regular intervals.
Fixing errors	Includes resolving for errors pertaining to CTRs, Impressions, CPC, Ad Quality scores, Ad approval, tracking and reporting.
Handling scale ups	Includes ensuring campaign performance with increased budgets, new ad types, other demographics, new keyword groups.

Here are some unique traits that might give them an edge over their competitors,

Features	How?
Credibility	A proven track record with testimonials of multiple clients helps build trust among prospects. To make sure a prospect trusts your service capabilities you would need to push out testimonials from your clients, playbooks for said niche with compelling ad strategies, copies and creatives.
Industry Expertise	If you’ve already helped companies in the same niche as your prospect it would higher your chances of trust/relevance.
Training Sessions	If an agency also helps their clients upskill their inhouse team on Google Ads it would help them be more independent in the near future.
Flexible Contracts	No one wants to sign a 6 month retainer without any proof of work. A flexible contract that helps prospects try out your services on a short term commitment works well in converting leads.
Lead Magnets	Includes pushing out materials that help your prospects level up their Ad game for free. It could be a guide, creatives, free audit, 1:1 consultation etc.

Who do they sell to?

The target prospect of a Google Ads agency would be any Google advertiser who is in need of their services.

LinkedIn has over 1.7 million digital marketers in the United States. Not a good idea to email them all now is it? 😅

So let’s filter the list down by some criteria for better targeting.

This would be industry agnostic to an extent since everyone with an online presence would maybe need Google Ads support.

Here’s some filters we could use:

Companies with either a Digital marketing Manager or, a PPC manager
Startups with recent funding
Local businesses

This would help us segment the TAM and basically target relevant prospects.

What is their User Persona?

Now that we have identified who to target, we can start building a persona for each of our targets. This would involve us listing down the pain points each prospect faces and what they need from us.

This would help us understand our prospects in a better way and make our campaigns more relevant and targeted.

Local Businesses
Why should we target them?	Any local business wants to rank at the top for relevant search results in their neighborhood which means they might be needing Local SEO related services.
Who should we reach out to?	Business owners or Founders are the best person to reach out to in this scenario.
How to find their emails?	Scraping emails or contact info from their website or facebook pages is the best way to find these leads.
What are their pain points?	Not ranking in the top search results for relevant keywords Low impressions Low sales No idea which keywords to target Competitor is eating up their share of the market
What do they need from us?	Geotargeting, local SEO integration, and ad campaigns tailored to local demographics and interests.

Startups with recent funding
Why should we target them?	Funded startups are focused on driving revenue as fast as possible and aren’t shy at spending a ton of money on paid media since SEO takes a lot of time. Also they might not have the right team in place to scale up Google ads and achieve desired business goals which makes them a prospect to sell PPC services.
Who should we reach out to?	In a startup environment everyone is handling a ton of stuff at a time and there may or may not be a dedicated person to handle Google ads specifically. If a startup is small in size which means <20 people we should look to target Founders, Founding team, Marketing Heads, Demand Gen Heads, Revenue Heads. If a startup has grown over 20 emp we should probably keep it limited to the Founder and the Marketing team only.
How to find their emails?	Finding funded startups is pretty easy; you can find a list of them from either crunchbase or getlatka. Once we have a list of companies we can directly upload it to Apollo or Better Contact to map their employees by their Job titles (mentioned above).
What are their pain points?	No expertise in Google Ads Limited in house capability Low budget / Low interest in hiring an inhouse guy Unsatisfactory results from their previous agency or inhouse team
What do they need from us?	Cost-effective entry-level advertising, brand building strategies, and flexible campaign adjustments as the business grows.

Companies with either a Digital Marketing manager or a PPC Manager
Why should we target them?	Businesses with an in house team for marketing activities are highly likely to invest in paid acquisition channels. To find if they are running any google ads we can easily look up their ads in the Google ad library. This makes it easy for us to segregate companies which are running Google ads with an in house team and companies which aren’t.
Who should we reach out to?	In both cases it’s best to reach out to Heads of marketing and Founders/CEOs for decision making. However it’s advisable to be in touch with people down the ladder with informative content and lead magnets as it would keep us in the back of their mind.
How to find their emails?	LinkedIn is the go to source to find companies with digital marketing employees. We just need to make a search on LinkedIn sales navigator and scrape it with Apollo to fetch a list of companies. With this list we can easily map out target prospects and find their emails using Apollo or any other contact finding tool.
What are their pain points?	No expertise in Google ads In house team not delivering results Not interested in hiring employees want to outsource Limited budget need better management
What do they need from us?	Ecom store owners Persona: Online store owners or digital marketing managers focused on increasing sales and ROI. They require precise targeting to attract and convert customers. Needs: Product-specific ad campaigns, effective use of shopping ads, and strategies to reduce cart abandonment. 2. Service Providers: Persona: Companies offering professional services (like lawyers, consultants, or home services) that want to generate leads and attract clients through targeted advertising. Needs: Localised ad campaigns, lead generation tactics, and optimised landing pages to convert visitors into clients. 3. Established Brands: Persona: Marketing directors or digital marketing teams in larger companies aiming to refine and scale their existing Google Ads campaigns for better performance. Needs: Advanced analytics, comprehensive reporting, and sophisticated campaign management to maintain a competitive edge.

Which Campaigns should they launch?

For Local Businesses we need to figure out if they are running Ads or not via Google Ads library. Then segregate them into “Run Ads” and “No Ads”.

For the No Ads guys we should find out their rank for main keywords in their locality, i.e. bakeries in New York or HVAC suppliers in manhattan (keyword should reflect high volume for their niche). If their rank is low, pitch them a short video on how we did it for someone similar to them.

For the Ads guy, we will take in their SEO rankings and segment them based on their # of ads.

If <10 then we pitch them ground up support with case study.

If >10 then we pitch them betterment services for specific problems.

Add in a statement for the 1st ranker traffic for their main keyword.

Campaigns for Local Businesses

Campaign for a local bakery wanting to increase online orders and in-store traffic. They need a cost-effective ad campaign that targets nearby residents and promotes special offers.

Email 1

Subject:

orders

pastry order

order for {{company name}}

Body:

Hi,

I saw on your site that you sell pastries on 7th Avenue in New York.

When I searched for top bakeries in your area, I noticed you weren’t in the top 10 search results, which get most of the traffic.

We created a Google Ads strategy for another bakery in Manhattan that got them to the top search spots and increased their in-store traffic and online orders. I have some ideas on how we can do the same for you.

I made a video to explain. Can I send it to you?

Thanks.

Email 2

Hi,

Your custom {{Company Name}} audit video is attached below. Just tap the thumbnail to view it.

You’ll notice at the 1:20 mark I explain how you can increase in store traffic by ranking for best bakeries near me in your locality, and at the 3:50 mark I talk about how this could help you add more online orders by ranking for best pastry shops in New York.

XYZ Bakery <> Audit – Watch Video

If this was valuable to you, what’s your availability like tomorrow or Friday at 2 PM EST to do a more in-depth discussion on a call? If those don’t work for you, you can set up some time using my calendar here.

Thanks.

Email 3

If they open the loom,

Hi,

Noticed you viewed the video – you likely found some way google ads could help you optimise your in store traffic further … How’s Friday work for a quick chat to discuss further?

If they don’t open the loom,

Hi,

Noticed you haven’t watched the video yet – you would likely find the online orders increment part at 3:50 to be interesting. If you have any questions, let me know.

Campaign for a family-owned restaurant wanting to boost reservations and promote weekly specials. They need geo-targeted ads to attract customers within a specific radius.

Email 1

Subject:

orders

sushi order

order for {{company name}}

Body:

Hi,

I saw on your site that you’re known for the best shrimp and sushi on 7th Avenue in New York.

However, when I searched for top restaurants in your area, I noticed you weren’t in the top 10 search results, which get the most people looking.

We created a Google Ads strategy for another restaurant in Manhattan that got them to the top search spots and increased their in-store traffic and online orders. I have some ideas on how we can do the same for you.

I made a video to explain. Can I send it to you?

Thanks.

Campaign for a HVAC cleaning company in New York City who wants to add more revenue by ranking higher.

Email 1

Subject:

orders

hvac order

boiler maintenance

order for {{company name}}

Body:

Hi,

I saw on your site that you provide hvac repair and maintenance services in New York.

When I searched for top hvac contractors in your area, I noticed you weren’t in the top 10 search results, which get most of the traffic.

We created a Google Ads strategy for another hvac contractor in Manhattan that got them to the top search spots and increased their service requests. I have some ideas on how we can do the same for you.

I made a video to explain. Can I send it to you?

Thanks.

Campaigns for Startups with Recent Funding

Campaign for an HR Tech startup which helps businesses automate finding, engaging and hiring the right candidate from LinkedIn.

Email 1

Subject:

google rankings

recruitment keywords

open roles

Body:

Hi,

I was on your site and saw your platform helps find best fit marketing candidates in 2 weeks.

Upon digging further, I saw you weren’t ranking in the top 10 search results for keywords like “recruitment automation” or “ai for recruitment” both of which have over 5k hits per month.

We built a google ads strategy for an HR Tech SaaS based in Manhattan which got them top search spots for keywords in the recruitment automation category, and I got some ideas on how we can do the same for you.

I shot a video because it is hard to explain. Can I send it here to show you what I mean?

Thanks.

Email 2

Hi,

Your custom {{Company Name}} audit video is attached below. Just tap the thumbnail to view it.

You’ll notice at the 1:20 mark I explain which keywords you’re missing out on, and at the 3:50 mark I talk about how you could divert traffic from your competitor’s.

XYZ SaaS <> Audit – Watch Video

Thanks.

Email 3

If they open the loom,

Hi,

Noticed you viewed the video – you likely found some way a sound google ad strategy could help you optimise your pipeline further … How’s Friday work for a quick chat to discuss further?

If they don’t open the loom,

Hi,

Noticed you haven’t watched the video yet – you would likely find the how to steal your competitor’s traffic at 3:50 to be interesting. If you have any questions, let me know.

Campaign for a Sales Tech startup which helps businesses find more contacts compared to other players in the market.

Subject:

google rankings

contact orders

Body:

Hi,

I was on your site and saw you help businesses find more b2b contacts than other vendors such as Apollo, ZoomInfo or Lusha.

However, your platform isn’t in the top 10 search results for keywords such as “email finder tool” or “linkedin email finder” both of which have over 5k hits per month.

We built a google ads strategy for a sales tech saas based in Manhattan which got them top search spots for keywords in the b2b contact tools category, and I got some ideas on how we can do the same for you.

I shot a video because it is hard to explain. Can I send it here to show you what I mean?

Thanks.

Campaign for a new tech startup offering an innovative app for project management. They aim to build brand awareness and attract early adopters through engaging and high-impact ads.

Subject:

google traffic

app downloads

app engagement

Body:

Hi,

I was on your site and saw your platform offers project management for tech teams..

When I scrolled down, I saw you had a downloadable app, but I saw only 4 engineers on the team.

We built a google ad strategy for {{client name}} and grew their members from 2k to 40k, and I got some ideas on how you can optimise yours.

I shot a video because it is hard to explain. Can I send it here to show you what I mean?

Thanks.

Campaigns for businesses with an In-house Marketer

Campaign for an online clothing store specialising in sustainable fashion. They aim to attract eco-conscious consumers through targeted Google Shopping ads and remarketing campaigns.

Subject:

shirt orders

orders for {company name}

Body:

Hi,

I was on your site and saw your offer sustainable clothing for eco-conscious humans.

When I digged further, I saw that you weren’t ranking for relevant keywords such as “sustainable fashion” or “eco-friendly clothing” both of which have over 5k hits per month.

We built a google ads strategy for an online clothing store based in Manhattan which got them top search spots for keywords in the sustainable clothing category, and I got some ideas on how we can do the same

for you.

I shot a video because it is hard to explain. Can I send it here to show you what I mean?

Thanks.

Campaign for an IT firm specialising in cloud solutions for small businesses. They need to generate leads and establish authority in their field through targeted search ads and informative display ads.

Subject:

order for {company name}

IT service requests

Body:

Hi,

I was on your site and saw you offer IT consulting for small businesses in New Jersey.

Upon digging further, I saw you weren’t ranking in the top 10 search results for keywords like “IT consulting management” or “IT consulting services” both of which have over 5k hits per month.

We built a google ads strategy for an IT firm based in Manhattan which got them top search spots for keywords in the IT consultation category, and I got some ideas on how we can do the same for you.

I shot a video because it is hard to explain. Can I send it here to show you what I mean?

Thanks.

Campaign for a law firm specialising in personal injury cases. They need lead generation campaigns targeting individuals searching for legal help after an accident.

Subject:

personal injury cases

litigations

case for {law firm}

Body:

Hi,

I was on your site and saw you offer legal services for personal injury cases.

However, it seems your website isn’t in the top 10 search rankings for relevant keywords like “attorney personal injury” or “lawyer for personal injury” both of which have over 5k hits per month.

We built a google ads strategy for a Tampa based law firm which got them top search rankings in the personal injury attorney category, and I got some ideas on how we can do the same for you.

I shot a video because it is hard to explain. Can I send it here to show you what I mean?

Thanks.

Campaign for a national electronics retailer looking to optimise and scale their extensive Google Ads campaigns to maintain a competitive edge and increase market share.

Subject:

product orders

order for {company name}

Body:

Hi,

I was on your site and saw you offer electronic items to retail consumers in Tampa.

However, it seems your website isn’t in the top 10 search results for “electronic store in new york” which gets over 5k hits per month.

We built a google ads strategy for a Tampa based electronic retailer that got them top search rankings for electronic items in their locality, and I got some ideas on how we can do the same for you.

I shot a video because it is hard to explain. Can I send it here to show you what I mean?

Thanks.

Campaign for a charity focused on wildlife conservation looking to increase donations and volunteer sign-ups. They require cost-effective advertising that highlights their mission and impact.

Subject:

volunteers for {{charity name}}

donations for {{charity name}}

Body:

Hi,

I was on your site and saw you help protect endangered species and their habitats via volunteer support.

However, it seems you’re not in the top 10 search results for wildlife conservation charities in the United States. This means your website loses eyes from over 80% of donors and volunteers.

We helped another charity based in colorado increase donations and volunteer sign-ups via targeted google campaigns, and I got some ideas on how we can do the same for you.

I shot a video because it is hard to explain. Can I send it here to show you what I mean?

Thanks.

What’s the Email Infrastructure they need?

To understand what sort of infrastructure we need to build we need to have an idea of the level of output we seek from our campaigns.

Simply put, we first understand how many emails we need to send to book one meeting on our calendar and then extrapolate it to the required number of meetings we need every month.

For example:

If an agency needs 10 meetings a month via cold emails and is currently booking 1 meeting for every 350 emails sent on average.

They would need to have a capability to send ~3500 emails to achieve 10 meetings booked each month.

To be on the safe side, they should keep a bandwidth of 30% higher email sending capability which means around ~4.5k emails a month.

Once we have this number cracked down we will now look at how many inboxes we need.

For each domain we have we can set up 2-3 inboxes sending 20 emails per day.

Which means 1 domain sends around ~60 emails per day safely and 1260 per month (22 working days)

Divide this by the total number of emails we need to send and we can have the number of domains and inboxes we need.

For example to send 4500 emails a month we need ~4 domains and 12 inboxes set up sending <20 emails per day.

Notes:

Ensure the domains are purchased from a reputable seller like Godaddy, Cloudflare and not from cheap domain selling platforms like Porkbun, Namecheap.
All inboxes should not be from one platform, we should diversify our inboxes between multiple platforms such as GSuite, Outlook, Mailforge, etc. to have higher deliverability and not be dependent on just one platform.
Email sending softwares could be Instantly, Smartlead, or Woodpecker. Do not go for cheaper alternatives like reach inbox since they will impact deliverability.

This completes the playbook which contains all the cold email templates for google ads agencies. Let me know what do you all think about the playbook in general. Thanks 🙂