Great results don’t always speak for themselves.
In agency life, it’s often the conversations around the work – not just the work itself – that shape how clients perceive your value.
Yet most teams treat client calls like a routine task, not a strategic moment.
Here’s how to change that.
Big structure vs. small scrappiness
Working at a large agency involves a lot of structure, layers of:
- Roles.
- Hierarchy.
- Processes.
- Skillsets.
In many ways, it’s comforting.
Everyone has a lane. Everyone knows what to expect.
But when you’re at a small agency? There’s no such luxury.
You wear more hats and own more outcomes.
Among the most important and often underestimated responsibilities is leading client calls.
Client calls in a small agency setting are uniquely complex.
They require a blend of:
- Communication skills.
- Strategic thinking.
- Emotional intelligence.
- Performance knowledge.
- Sometimes a bit of improvisation.
You’re expected to be the translator, the strategist, the account manager, and the operator – all in one Zoom window.
Even after doing this for over 12 years, I still sometimes get anxious before a tough call. The stakes feel high – and they are.
Preparation has always helped me push through.
I’ll mentally walk through the call, play out scenarios, anticipate tough questions, and even rehearse how I might respond.
That little bit of mental work almost always calms my nerves.
And in practice? The calls usually go really well, even when we have to deliver tough news.
At my agency, we’ve turned that lived experience into a repeatable approach – a framework we use to run strategic, human, and trust-building client calls.
Dig deeper: 8 tips to craft clear and impactful client communication
The call is the deliverable
When you’re a small agency, client calls aren’t just status updates – they’re your best opportunity to demonstrate value.
But too often, these calls are treated like routine check-ins instead of what they really are: strategic moments to reinforce trust, alignment, and expertise.
We’ve learned that the difference between churn and retention often comes down to how clients feel after every conversation.
You can hit every KPI, but if the client doesn’t feel heard, informed, and confident, the relationship will falter. Here’s how we run client calls that build loyalty, not just reports.
Perception over performance
You can crush performance goals and still lose a client if you don’t manage perception.
Why?
Because most clients don’t know what “good” performance actually looks like in a vacuum, but they absolutely know what it feels like to be ignored, confused, or underwhelmed.
Your job isn’t just to perform.
It’s to make clients feel like you’re driving the business forward.
That means showing up sharp, structured, and polished enough that they stop refreshing their inbox while you’re talking.
Every call should quietly reinforce that they made the right decision hiring your team.
Communication is mission-critical
Relationships in agency life don’t typically collapse over one big failure. They die by a thousand little silences.
Most clients want three things:
- To feel heard.
- To be proactively informed.
- To know someone is thinking about their business (even when they aren’t asking).
Here’s how we support that on every call:
- Send an agenda in advance, or at least come prepared like you did.
- Open every call with, “Before we dive in, is there anything top of mind you want us to prioritize today?”
- Check in mid-call, “Is this making sense so far?” or “Is this where you expected us to focus?”
Also, use an AI notetaker. Internally, we review every set of action items for accuracy and impact.
Recap emails go out by EOD – no exceptions. When clients feel looped in, they stay locked in.
Be the translator, not the technician
Clients don’t need another report. They need:
- Context.
- Clarity.
- A human voice.
It’s your job to translate performance data into business relevance. Less jargon, more “here’s what this means for you.”
For example:
- Instead of “Your CTR improved by 17% week-over-week.”
- Say, “More people are clicking your ads since we shifted the messaging to match your summer sale.”
Translate, simplify, and connect the dots.
If you can’t do that, they’ll find someone who can.
Dig deeper: 3 steps for effective PPC reporting and analysis
Speak their language: Understand the business like they do
You don’t need to know their inventory system or payroll platform.
But you do need to know what makes their business tick.
Get curious:
- How do they make money?
- What metrics matter to their leadership?
- What bottlenecks or internal pressures are shaping their decisions?
This allows you to frame your recommendations in a way that lands.
Example:
- A luxury wellness brand might nod along at ROAS reports, but what really matters to their CEO is whether you’re driving repeat purchases from high-LTV customers and protecting brand equity across ad creative.
Same data, different priorities.
That’s why you have to know their version of success – and speak in terms that make it clear you’re aligned with it.
Focus on what matters most
Clients are busy. Your job isn’t to present everything – it’s to spotlight what matters.
That’s why we use a simple approach called 3MIT, or the three most important things.
It started as a weekly internal email and evolved into our go-to structure for client calls, keeping conversations focused, clear, and aligned to what actually matters.
If they only remember three things after the call, make sure they’re the right three.
And don’t overlook the so-called “small” stuff.
- Talk through blockers.
- Set expectations.
- Lock down timelines.
These are the details that make clients feel steady, informed – and yes, even a little warm and cozy.
Dig deeper: How to set and manage PPC expectations for teams and stakeholders
Experts support – they don’t lead
Just because someone knows how to manage a feed or restructure a campaign doesn’t mean they should be running a client call.
We always make sure someone from senior leadership is on the call.
Why?
Because we want to make sure we’re doing well, too, not just the campaigns.
The strategist or account lead should run the call. Channel experts are there to jump in with specifics when asked.
That way, the client gets clarity, not chaos.
Structure the call: Before, during, after
Before
- Send an agenda or prep your team.
- Review the account and anticipate questions.
During
- Acknowledge the agenda, invite priorities.
- Check in for alignment mid-way.
- Cover key updates, roadblocks, and next steps.
After
- Recap the call by EOD:
- What was discussed.
- What was agreed on.
- What’s happening next.
Calls should never end in ambiguity. Everyone should leave the room knowing exactly what’s expected.
Dig deeper: 5 tips for handling client and stakeholder requests for PPC projects
Use calls to monitor relationship health
Every client call is also a vibe check.
- Are they tense?
- Checked out?
- Suddenly asking more questions than usual?
Use the time to assess the health of the relationship.
If something feels off, escalate it. Don’t wait until it’s a cancellation notice.
Schedule 1:1s between leadership and client stakeholders every month or two. Even a quick 15-minute chat can surface issues and save the account.
Client calls are the work
In a small agency, your value isn’t just in the numbers – it’s in how you show up.
Client calls are where:
- Trust is built.
- Strategy is sharpened.
- Retention is won.
They aren’t just check-ins; they’re moments to demonstrate clarity, empathy, and business understanding.
You don’t need to be perfect, but you do need to be prepared, thoughtful, and a step ahead.
A great client call should leave one lasting impression: “These people get it.”
That’s what builds trust. That’s what earns renewals, bigger scopes, and deeper partnerships.
So whether you’re sharing strong results or delivering tough news, lead with intention.
Run your calls like they matter – because in a small agency, they do.