Ever wondered if you could make money on performance-based pricing? Kyle Sulerud was a Google ads expert with many years of experience in the space. He even had a training program teaching others his Google ads methodology. That was until he was presented with the challenge of running YouTube ads. Today he runs AdLeg, an agency specialized in this niche. Kyle joins the podcast to talk about his experience with the pay-per-performance model, how it has worked for him, how he refined his criteria to work with clients that he could ensure success, and the hurdles he has found in his learning experience. 3 Golden Nuggets An unbelievable model. The pay-per-performance model may not be for everyone, but it has worked for our guest, whose model has evolved to charging a percentage of the profit. Clients jump at the chance of getting the service and paying only if the ads work and bring the expected results. They may not be as eager once they start sending the payments, but Kyle trusts his model and is confident that it gets the best results. Refine your criteria. At first, this agency didn’t necessarily know what the criteria for working in this niche had to be. They thought that working with companies that showed promise was good enough to ensure success. But with time and experience they have adjusted that to working with companies that have a certain monthly revenue from the product that they want them to advertise and have a sales team. Now clients practically audition to work with them and not the other way around. Maintain communication. Each client thinks about things a little differently and some may not understand why it’s better for them to pay an agency an amount that they would gladly pay to Google. To address this, Kyle and his team realized the importance of maintaining communication with them to present the progress they had made and how they stay on top of things. Hence, the email-only communication with clients turned into monthly or bimonthly meetings. Sponsors and Resources HighLevel: Today's episode is sponsored by HighLevel, an all-in-one marketing platform that will give you the tools, support and resources you need to succeed with your agency. Head over to gohighlevel.com/swenk to enjoy an exclusive 30-day free trial. Subscribe Apple | Spotify | iHeart Radio | Stitcher | Radio FM Refine Your Client Criteria and Profit With Pay-Per-Performance Pricing Jason: [00:00:00] Hey, what's up everybody? Jason Swenk here and I have another amazing episode for you. An amazing guest coming up, he’s in the mastermind, Kyle. And his agency is all based on pay for performance, you know. And we're going to talk about how you can do it. What are the benefits? What are the disadvantages? And let's go ahead and get into it. Hey, Kyle. Welcome to the show. Kyle: [00:00:29] Hey, Jason. Thanks for having me. Jason: [00:00:31] Yeah, man. Excited to have you on. So tell us who you are and what do you do? Kyle: [00:00:37] Yeah, so, uh, the names Kyle Sulerud and I live in the great sunny state of North Dakota. Um, and I run an agency called AdLeg. We, uh, did Google ads for a long time. About seven and a half years, um, in the space. But for the past couple of years, I've really been focused on YouTube ads. And, as you mentioned in the intro, we focus on pay for performance, meaning we only get paid when our clients get paid. And, um, it's been a great model. I've been able to grow the team pretty quickly with that model. So I'm excited to talk about that today. Jason: [00:01:15] Yeah. So tell us kind of… How did you discover this model? Or why did you choose this model? Because there's a lot of different models that, you know, you could have done, you know. What was… What attracted you to the performance model? Kyle: [00:01:33] So, when we were just doing Google ads, it was all retainer-based. And I'd kind of always wanted to do performance-based. I've heard Dean Jackson talk about thinking about if you only got paid for results, wha