You run measurable pipelines for clients all day. Your own pipeline is the one that is not measured.
Agencies win an average 43% of the proposals they pitch across every service line Pitchsite's 2026 benchmark tracks, from 33% for PR up to 52% for branding, a blended figure, not a PPC-specific one; the benchmark does not break out a PPC line item. What is specific to PPC agencies is the irony: you build measurable, optimized pipelines for clients every day, yet only 9% of agencies call their own outbound very effective, and just 14% call their own pipeline very healthy. VA Horizon books exclusive, double-confirmed discovery calls with prospects who have a live paid-media need over SMS, for a $300 one-time setup, then $250 to $450 per held meeting.
Pay per booked meeting. No retainer.
You optimize funnels for a living. Your own funnel runs on referrals.
A PPC agency's entire pitch to clients is measurable, optimized acquisition. Turn that same lens on the agency's own new-business pipeline and the numbers tell a very different story.
Outbound underperforms even for the agencies that sell performance
59% of agencies have tried outbound as a new-business channel, but only 9% call the results very effective, and roughly a third say it was not effective at all. A PPC shop selling measurable ad performance to clients is running its own top of funnel on the same underperforming channel.
Cold email reply rates are falling, and PPC agencies feel it directly
Cold-email benchmarks for agency outreach sit at 27.7% open and 5.1% reply as of 2024, down from roughly 7% reply the year before. A PPC agency that would never accept a 5.1% click-through rate on a client's ad account is often running its own new-business email program at exactly that ceiling.
Referrals still dominate, which caps growth to client mood
66 to 74% of agencies cite referrals as their top new-business source. A PPC agency's new-client flow is effectively throttled by how many existing clients happen to mention them this quarter, not by demand for what they actually sell.
No-shows are rising on the discovery calls agencies do book
The average no-show rate on cold-booked B2B meetings climbed from 18% in 2020 to 32% in 2025. A PPC agency that books a discovery call the hard way should not lose a third of them to a prospect who simply does not show.
Discovery calls with real paid-media budget already confirmed.
Built to give your team the same kind of qualified, pre-confirmed lead your PPC campaigns are supposed to deliver clients.
List built around active paid-media signal
We source and qualify prospects showing real spend intent or a current paid-media gap, not a generic contact list scraped from a directory.
SMS conversation confirms budget and channel fit
Human + AI SDRs qualify current ad spend range, platform mix, and timeline over SMS through the VA Horizon Private CRM, before a discovery call is ever offered.
Double-confirmed before it lands on your calendar
The prospect confirms once when they pick a time, and again as the call approaches, protecting your pitch time from the 32% no-show rate the rest of the category is dealing with.
Transcript ships with every meeting
The SMS transcript arrives with every held discovery call, so your team knows the prospect's stated spend and goals before the call starts, not five minutes into it.
A pipeline as measurable as the campaigns you sell.
$300 one-time setup, then typically $250 to $450 per held meeting, exact rate quoted after a fit call.
The $300 one-time setup covers your list build, qualification criteria, and calendar integration. After that, every held, double-confirmed discovery call runs $250 to $450, exact rate set on a fit call. No retainer, so a slow referral month is not also a slow new-business month.
Double-confirmed
Every meeting is confirmed twice before it counts toward billing: once when it is booked, once as it approaches.
Pay per held meeting
You pay when a qualified, double-confirmed meeting actually happens on your calendar.
No retainer
No monthly minimums and nothing owed between held meetings.
Small one-time setup
Covers your list build, campaign, and calendar integration, quoted on a fit call.
What counts as a qualified PPC discovery call.
Set at kickoff, so a meeting only lands on your calendar when there is a real paid-media need behind it.
Real, current paid-media need
An active gap, whether that is a flat account, a platform they want to add, or an in-house team they want to replace, not a passive maybe.
Ad spend range confirmed
A rough monthly spend band checked before the call, so your team is not pitching a prospect whose budget cannot support a real management fee.
Decision-maker reached
The call is with the owner or marketing lead who controls the ad budget, not a coordinator collecting quotes.
Timeline signal
Whether the prospect wants to move now or is evaluating for later, so your pitch time goes to prospects ready to decide.
What changes when the discovery call is measured, not hoped for.
A PPC agency should not have to run its own new-business pipeline on worse data than the client accounts it manages.
Exclusive, never resold
A meeting booked for your agency is not sold to a second PPC shop working the same prospect.
No-show, never billed
A no-show costs you nothing. It is replaced free instead of invoiced, protecting your team's pitch hours from the industry's rising no-show rate.
Transcript-backed, so pitches start informed
Every held meeting ships with the SMS transcript that produced it, giving your team the prospect's stated spend and goals before the call even starts.
SMS-first, no dial floor to staff
A small PPC shop does not need to hire or train a phone-based BD team to test this channel. Human + AI SDRs run the qualification conversation on our own CRM.
New-business meetings for PPC agencies, answered.
What win rate should a PPC agency expect on proposals?
How do you make sure a discovery call has real ad budget behind it?
How much does this cost for a PPC agency?
Do you cold call prospects to book these meetings?
What happens if a meeting no-shows?
Is there a minimum monthly commitment?
Run your own pipeline as measured as the ones you build for clients.
Book a 15-minute call. We map your spend and timeline criteria, confirm your rate inside the $250 to $450 range, and give you a launch date.
Recommended next steps