Specialist or generalist
IV therapy has its own searches, its own rules and its own seasons. An agency that only works with IV and wellness businesses already knows which searches to block, what Google allows in health ads and what clients ask before they book. A generalist can learn all of that, but it learns on your budget.
Ten questions to ask before you sign
- Who owns the ad account, the website and the domain? They should be in your name. If the ad account belongs to the agency, you lose its history when you leave.
- Is my ad budget paid to Google directly, or through you? If it goes through the agency, ask whether there is a markup and how you can see what Google actually charged.
- What does it cost, in writing, split into one-time and monthly? And separate from the ad budget, so you can compare quotes fairly.
- What will I see every week? Clicks and impressions are a start. You also want calls, texts, booking taps and cost per lead.
- How do you track which channel each booking came from? Without tracking, nobody can tell you what is working, including the agency.
- Who writes the ads, and how do you keep claims within the rules? IV therapy is healthcare. Ads that promise outcomes can be disapproved, and the FTC has acted against an IV marketer over disease claims (FTC).
- Which searches will you block on day one? A good answer comes with a list: jobs, training, supplies and other searches that never book.
- Where will the ads send people? The right answer is a page built for the ad's offer, with booking on it, not your homepage.
- If I leave, what do I keep? The ad account, the domain, the content and, once it is paid for, the site.
- How long is the agreement, and how do I end it? Get the term and the notice period in writing before you sign.
Red flags
- Guaranteed rankings, a guaranteed #1 position or a guaranteed number of bookings. Nobody controls Google.
- An ad account or domain in the agency's name.
- One monthly number with the ad budget hidden inside it.
- Reports that stop at impressions and clicks.
- Sample ads that promise to cure or prevent anything.
- Prices you cannot get in writing.
A small specialist or a large agency
Both can do good work. The trade is different.
- A small specialist: you talk to the person doing the work, the knowledge is deep in one niche and prices are usually lower. The trade is fewer hands, so ask how quickly they respond and who covers when they are out.
- A large agency: more people, account managers and a wider range of services. The trade is higher prices and more layers between you and the person running your ads.
Pick the one whose answers to the ten questions above you like best.
How we answer these
- Who we work with: mobile IV businesses, plus in-office IV, injections, NAD+, weight loss and aesthetics. Nothing else.
- Your ad budget: paid straight to Google, with no markup, from an ad account in your name.
- Prices: every one is on our pricing page, split into one-time and monthly.
- What you own: your domain and your content, always. The code, once the final invoice is paid.
- Reporting: a cost per lead report every Monday for Google Ads.
- Dates: your website preview inside 14 days of the deposit, or the deposit comes back.
- What we will not promise: rankings or bookings. Google and your clients decide those. We promise the work, the dates and the reporting.
- Who does the work: Caleb, who helped sell for Anywhere Infusions and has a computer science degree, backed by Tiffany, a registered nurse who built her own mobile IV business. Why ConversionCo.
The short version
- Choose someone who knows IV therapy
- Keep the ad account and domain in your name
- Get prices in writing, with the ad budget separate
- Ask for reports that go past clicks
- Walk away from guarantees