Starting a Google Ads agency can feel overwhelming—especially when you don’t have money to invest in marketing yourself. The good news? You don’t need to spend a single dollar to land your first PPC clients.
Whether you’re just getting started, still working a full-time job, or fresh out of school, there are smart, proven strategies to bring in high-quality clients using nothing but your network and resourcefulness. Below are three practical methods to find Google Ads clients without spending any of your own money—especially valuable when you’re building your agency from the ground up.
1. Leverage Your Existing Network (Without the Hard Sell)
Let’s address a common misconception: reaching out to family and friends doesn’t mean begging for business. Instead, it means starting with warm contacts who already trust you.
Here’s how to do it the right way:
- Offer a free 30-day trial. Reach out to a business owner in your circle (maybe a relative or friend of a friend who runs a plumbing, electrical, or e-commerce business) and offer to run Google Ads for free for 30 days. They cover the ad spend, you cover the setup and management. After you prove results, then you can discuss long-term terms.
- Ask for referrals. Not everyone in your network owns a business, but many know someone who does. Send a short, personal message or email explaining that you’re launching your PPC agency and asking if they know anyone who might need help getting more business.
Example message:
“Hey [Name], I’m launching my Google Ads agency and helping local service businesses get more leads online. Do you know any business owners—plumbers, electricians, landscapers, etc.—who might benefit from this? Happy to offer a 30-day free trial to get them started.”
Keep it genuine. This isn’t about pressure—it’s about visibility.
2. Offer a Referral Commission (Incentivize Referrals)
The second strategy works even better: pay people to refer clients to you.
Here’s the breakdown:
- Offer a referral bonus (e.g., $400–$500) for every successful client signup.
- This payment comes from your setup fee or the first month’s management fee, so you’re not paying out-of-pocket.
This gives people a real incentive to think of who they know—and act on it.
To make this work:
- Email your network about the referral opportunity.
- Be clear: The reward is only paid after the referred client becomes a paying customer.
- Send reminder emails every couple of weeks (politely). People are busy—they need a nudge.
- Make it clear you’re not spamming or adding them to a list. This is a one-time request to help launch your business.
Referrals are powerful because trust is already built in. A recommendation from someone they know carries far more weight than a cold call or an ad.
3. Target Businesses Already Spending Money on Marketing
This might be the most powerful strategy—and it’s completely free.
Instead of trying to convince a business owner to start marketing, target those who are already doing it. They’re more likely to understand the value of advertising and be open to better solutions.
There are two main sources:
1. HomeAdvisor Users
HomeAdvisor connects consumers with local service pros—plumbers, electricians, HVAC techs, and more. Business owners pay for each lead, often $50–$75 per lead. The problem? Those leads are not exclusive and often go to multiple companies at once.
Here’s how to pitch:
“I noticed you use HomeAdvisor. If you’re open to testing something different, Google Ads could give you leads that are 100% exclusive—and often at a lower cost.”
Explain that instead of fighting over shared leads, Google Ads delivers high-intent traffic directly to their business. It’s a powerful positioning tool that sets you apart from their current vendor.
2. Businesses Already Running Google Ads
Open Google and search for local service providers—plumbers, landscapers, roofers. If they’re running Google Ads, their ads will appear at the top of the results.
Visit their websites and check their ads. Many are poorly written, lack extensions, or send traffic to weak landing pages. This is your opportunity.
Reach out and say:
“Hi, I saw your Google ad and wanted to let you know I didn’t click it (so I wouldn’t cost you money). I help businesses improve their Google Ads ROI. If you’re open to a second opinion or a free 30-day test, I’d be happy to help.”
You’re offering expertise—not asking for a favor.
Final Thoughts
Learning how to get Google Ads clients without spending money isn’t about shortcuts—it’s about smart strategy.
These methods work because they focus on:
- Leveraging existing trust (friends and referrals)
- Offering value first (free trials)
- Targeting the right prospects (those already advertising)
If you’re serious about building a Google Ads agency, these three tactics can help you land your first few clients—without any upfront investment. Once you do that, you’ll have case studies, referrals, and momentum to grow.