Pre-launch Sequence for PPC Specialists Email Guide
Why Pre-launch Sequence Emails Fail for PPC Specialists (And How to Fix Them)
Your best client just asked about a new service you haven't fully rolled out yet. Panic sets in.
Many PPC specialists struggle to effectively introduce new services or solutions. They wait until a client asks, or they send a single, often ignored, announcement that fails to land.
A strategic pre-launch sequence changes that entirely. It allows you to warm up your client base, educate them on the value, and build genuine demand before you even schedule a discovery call.
The templates below are designed to do exactly that. They're structured to move your audience from 'curious' to 'ready to buy' without feeling pushy.
The Complete 4-Email Pre-launch Sequence for PPC Specialists
As a ppc specialist, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Announcement
Tease that something is coming
Hi [First Name],
You're always looking for an edge, a way to deliver even more for your clients. I've been quietly developing something that I believe will fundamentally change how you approach client acquisition and service expansion for your PPC agency.
It's not another software tool, but a framework designed to position your agency as the indispensable partner your clients can't live without. It helps you proactively address their evolving needs.
Next [DAY OF WEEK], I'm sharing the full details with a select group of PPC specialists who are ready to improve their service offerings and client results. Keep an eye on your inbox.
This is going to be a big win.
Best, [YOUR NAME]
This email uses the 'information gap theory'. By hinting at a significant upcoming development without revealing specifics, it creates curiosity and makes the reader feel like they're part of an exclusive group, encouraging them to stay engaged and anticipate the next message.
The Problem
Agitate the core problem your offer solves
Hi [First Name],
You've closed a big client, delivered stellar results, and now you're thinking about the next step: expanding your service offerings. But how do you introduce a new, high-value solution without sounding desperate or overwhelming your existing clients?
Many PPC specialists pour resources into developing new services, only to see them languish because clients don't understand the value until it's too late, or they're already looking elsewhere. That's not a service problem, it's a communication problem.
It's the silent drain of missed opportunities and underutilized solutions that could be driving more revenue for your agency. Imagine if your clients were already asking for your new service before you even formally launched it.
That's what a thoughtful pre-launch can do.
Best, [YOUR NAME]
This email uses problem agitation. It reminds the reader of a common, often unarticulated frustration in their business, creating a desire for a solution. By validating their struggle, it builds trust and primes them for the upcoming reveal, increasing their receptiveness to your offer.
The Solution Tease
Hint at the solution without revealing details
Hi [First Name],
Yesterday, we talked about the challenge of introducing new services without a clear strategy, and the lost potential that comes with it. Today, I want to give you a glimpse into how some of the most successful agencies are overcoming this.
It involves a structured approach to building anticipation, educating clients, and positioning your agency as the go-to authority for modern solutions. Think less 'cold pitch' and more 'warm reception'.
Less 'explaining value' and more 'responding to demand'. Your clients are already primed to see how your new offering solves their specific challenges.
This isn't about magic, it's about method. And it's what I'm unveiling very soon to help your agency thrive.
Best, [YOUR NAME]
This email employs the 'future pacing' technique. It paints a picture of a desired future state (clients pre-sold) and subtly links it to the upcoming solution without giving away all the details, intensifying the reader's desire for the full reveal and the perceived solution.
The Countdown
Build final anticipation with a launch countdown
Hi [First Name],
The wait is almost over. The final countdown has begun.
In exactly 24 hours, I'm opening the doors to a framework that will redefine how you launch new PPC services and solutions to your clients. This isn't just about sending a few emails.
It's about a complete pre-launch sequence designed to build massive client interest, overcome objections before they arise, and secure commitments. You'll discover the precise steps to create demand for your offerings, whether it's a new ad platform specialization, an advanced reporting package, or a full-service expansion.
Be ready. Tomorrow morning, I'll send you all the details on how [PRODUCT NAME] can transform your agency's growth and client acquisition strategy.
Best, [YOUR NAME]
This email utilizes psychological principles of urgency and scarcity (time-based). The explicit countdown creates a fear of missing out (FOMO) and signals that something highly valuable is about to be released, compelling immediate attention and action from the reader.
4 Pre-launch Sequence Mistakes PPC Specialists Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting for clients to ask about new services or solutions. | Proactively educate your client base on upcoming solutions through a structured pre-launch sequence that builds demand. |
✕ Announcing a new service with a single, generic email or a fleeting mention in a meeting. | Craft a multi-step pre-launch sequence that builds anticipation, highlights pain points, and teases the solution over several days or weeks. |
✕ Focusing solely on features of a new service in initial communications with clients. | Emphasize the client-specific problems the new service solves and the results they can expect, before detailing its components or how it works. |
✕ Launching a new service without first validating client interest or preparing them for the offering. | Use your pre-launch sequence to gauge interest, gather initial feedback, and warm up your audience, allowing you to refine your offering and messaging before a full rollout. |
Pre-launch Sequence Timing Guide for PPC Specialists
When you send matters as much as what you send.
The Announcement
Tease that something is coming
The Problem
Agitate the core problem your offer solves
The Solution Tease
Hint at the solution without revealing details
The Countdown
Build final anticipation with a launch countdown
Send during the 1-2 weeks before your cart opens.
Customize Pre-launch Sequence for Your PPC Specialist Specialty
Adapt these templates for your specific industry.
Google Ads Specialists
- Highlight upcoming Google Ads features or beta programs you're ready to implement for clients.
- Showcase how a new service helps clients handle Google's privacy changes or automation updates effectively.
- Position your agency as experts in new campaign types (e.g., Performance Max strategies) or advanced measurement solutions.
Facebook Ads Specialists
- Focus on solutions for iOS privacy changes, CAPI implementation, or advanced audience targeting methods.
- Emphasize your expertise in emerging ad formats like Reels or Advantage+ campaign optimization.
- Discuss how a new service can improve ROAS despite platform volatility and increasing competition.
Amazon PPC Specialists
- Introduce strategies for new ad types like Sponsored TV or Brand Lift studies for Amazon vendors.
- Explain how your service addresses supply chain challenges or inventory management for better ad performance.
- Detail solutions for improving profitability across different Amazon marketplaces and product categories.
Programmatic Specialists
- Discuss advanced data clean room integrations or first-party data activation strategies for cookieless targeting.
- Highlight solutions for handling the cookieless future and new identity solutions in programmatic advertising.
- Showcase expertise in emerging channels like CTV, Digital Out-of-Home (DOOH) programmatic buys, or retail media networks.
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