Episode 60: Appreciating Your Worth As an Ad Manager (And Charging Accordingly)

Do you appreciate the value you bring to your customers

Jody Milward

Do you appreciate the value you bring to your customers as an ad manager?

What about the worth of your services? Do you feel worthy of the price you charge? That’s what we’re talking about today in this episode of Online Confidential, where I take you behind the scenes to talk about “Secret Ad Manager business”.

How to appreciate the value and the worth you bring to your clients

This is something I talk to our Elite Ad Managers and members of our Inner Circle about quite often to help them understand how to appreciate the value they bring to their clients even if they’re ‘just’ running lead generation campaigns or they’re ‘just’ running audience building campaigns.

You see, they often place these limiting and misconstrued ideas like “I’m just doing lead generation or audience building” on themselves as though the services they’re providing are not valuable services.

Let me help you put it into perspective.

I went to a chiropractor a few times recently. I haven’t been there for a little while, but I was literally in and out in 10 minutes and each visit cost me $80. Thankfully, I have health insurance and that covered a lot of it. But honestly, $80 for 10 minutes!

What the heck?!

I’ve been to a chiropractor in the past, and it was probably the same price. I can’t remember now. But I had extra value and service with it. I remember I’d lie there beforehand, and they’d put warm wheat packs on my back. And it was super nice and relaxing. It was an experience.

Not this chiropractor. He just did the adjustment and sent me on my way. The point is, by comparing this service with the service I had elsewhere, it highlights the value of giving that extra bit of WOW factor and extra attention.

For an ad manager, it’s the same when you sign up a new client and send them a beautiful little “welcome onboard” gift.

Deliver WOW Factor

By providing an extra bit of WOW factor in your services, it makes a great impression, and the client won’t feel like they’re just another client with you. Yes, the value of what you bring to the table is amazing, but doing that little bit extra to emphasize it will make your clients big fans of you and what you do.

Having great communication skills and keeping the communication going between you and your client is a winning approach to handling clients. Going back to my 10 minutes with the chiropractor experience that cost me $80…

What I had to remember is that I’m not just paying for 10 minutes with them. I’m paying for the years of training they’ve done, the years of study they’ve done, and the continued education they do to help people like me get the best results from their chiropractic care.

What I paid for was all their experience and all the ongoing education that means they know what to do to help me.

And this is exactly what you bring as an ad manager to your clients. They’re not just paying you for your hourly rate. They’re not just paying you for your time. They’re paying you for your expertise, your experience, and all the investment you’ve made to learn how to run Facebook ads for clients.

Value Your Expertise

As you and I both know, Facebook ads are always changing. It’s not something that you learn once and off you go. You have to continue to invest in your learning as well as invest your time into learning the latest strategies and figuring out what’s working now, what’s not working while you’re adjusting, pivoting, and testing new strategies.

It’s important to get this into perspective.

They’re not just paying you an hourly rate because you’re ‘just’ running their lead generation campaigns. If that only takes you 6 to 10 hours a month, congratulations to you if you’re getting leads and meeting KPIs. That’s awesome!

If you’re delivering a top-notch service in 10 hours a month, lap that up!  BUT it’s not just the 10 hours a month you provide that helps your clients get great results. It’s all the learning you do, connecting in Facebook groups, watching webinars and training videos, watching new ads and new ad sets. All that behind-the-scenes effort is so valuable to your clients.

Plus, it’s not only your skills and your expertise they’re paying for that makes you so worthy of the price you charge. It’s also the fact you’re taking the burden off them because, chances are, they don’t have the resources to dig in and learn Facebook ads.

Value Your Client’s Time

If it’s someone who’s just got a small team, their team’s probably maxed out already providing deliverables to their clients. Clients in the coaching and consulting niche are busy. They’re turning up for their weekly training, monthly training, and all the things their businesses are so caught up and involved with… but they know they need to have Facebook ads running because they need fresh leads in their business.

So with Facebook ads, they can have someone already on their team learn it, but the question they have to answer is, what else has to be sacrificed? If they get someone on their team to learn Facebook ads, where will the ball be dropped on other tasks?

By getting you onboard with your experience managing Facebook ads (because it’s your zone of genius), you’re taking the pressure off them. You take the weight off their shoulders so they don’t have to worry about how to get leads with Facebook ads anymore. They know they’ve got you on board to build the campaigns, manage the ads, optimize, tweak, and troubleshoot.

You’ve got your ear to the ground to figure out what’s working and what’s not working. If something unusual happens with their ads or their account, they’ve got you there and you’re going to be all over it to get it fixed and sorted. You’ll let them know what’s going on and that you’ve got it all under control, even if you’re ‘just’ doing lead generation campaigns, or ‘just’ audience building campaigns.

Let me put it to you this way…

I’ve worked in 10-figure businesses that have had someone on board to only run brand awareness campaigns. And I can assure you, those brand awareness campaigns weren’t changed for a month or more. The campaigns were loaded in and left alone while they paid at least $2,000 a month for those campaigns.

The value you bring as an ad manager to help a business be seen by its ideal audience and help them bring in new leads every day to grow their business is super, super valuable. If you only have to spend 6 hours or 10 hours, and you find it’s just so easy, “I can’t believe someone’s paying me $2,000 a month to do this”.

That’s awesome!

Do you know why it’s so easy? It’s because you’ve spent years developing your expertise. It’s your zone of genius.

Not everyone can do what you do

For some people, they could go into a kitchen and try to make a sponge cake and it’s just so painful and annoying (hello, I think I’m probably one of those people!) and in the end, it’s a flop and turns out terrible.

Yet others can just go in, bake a sponge cake with their eyes closed, and it comes out perfect because it’s their zone of genius. They’ve probably invested a lot of time learning how to cook things in the kitchen, so they know how to make a fabulous sponge cake.

While for you it’s Facebook ads that may be easy.

To load up a campaign, to put a pixel on a page, to set up the domain verification, to change over the aggregated events, to install Conversion API.

It may be so easy to you because it’s your zone of genius, but to your clients, it’s a nightmare. It’s just another thing they’ve got to try and get around to while they’re already working 60 or 80 hours a week.

The value you bring as an ad manager to help your clients grow and scale their business is priceless. Your worth and what you charge is not just based on how many hours you spend on their campaigns. It’s also based on your expertise, your years of experience, and the investment you’ve made into yourself financially and with your time.

All the value of that investment is coming back to you now. So embrace the value you bring and embrace the price you charge to be able to serve clients in this way and to take the pressure off them to figure it all out themselves.

So I’d love to hear what you think about this episode.

Have you had challenges with the price that you charge and not feeling worthy of charging those prices? I’d love to hear from you.

Send us an email to and I’ll personally reply. That’s it for now, until next time.


I love to share practical information to help you improve your skills, learn something new or help you avoid the mistakes that many Ad Managers and I have made to help fast-track you on your journey as a well-paid and in-demand Ad Manager.