Setting Expectations and Navigating Disappointment: A CEO’s Perspective on Client Relationships

As the CEO of PLAY Creative, I’ve seen firsthand the highs and lows of client relationships. Setting clear expectations with clients—especially in the dynamic world of digital marketing—is a pivotal aspect of ensuring long-term success. But just as important is how we handle the inevitable disappointments that come when things don’t go as planned.

The Importance of Setting Realistic Expectations

In our industry, where results are king, clients come to us with the hope that our marketing strategies will yield immediate, measurable success. They expect their businesses to skyrocket after just a few months of running ads, posting on social media, or reworking their websites. And while we aim to deliver exceptional results, it’s essential to manage these expectations from the very beginning.

Data Insight: A report from HubSpot found that only 21% of businesses are satisfied with the return on investment (ROI) from their marketing efforts. That’s a staggering figure, but it points to a broader issue—misalignment between what clients expect and the time it takes to see tangible results.

At PLAY Creative, we take the time to educate clients about the timelines involved. Whether it’s growing brand awareness, increasing engagement, or boosting conversions, we break down the realistic milestones. For example, SEO results often take 6–12 months to reflect positively on search rankings. Similarly, PPC campaigns can take up to 3 months of testing and optimization to find the right balance of targeting, bidding, and messaging.

Disappointment Is Inevitable—But It’s How We Handle It That Matters

No matter how carefully we set expectations, disappointment is still a natural part of the process. Whether it’s an ad campaign that doesn’t perform as anticipated or a strategy that takes longer to show results, clients may feel frustrated when they don’t see the quick wins they were hoping for. And it’s our responsibility to address this head-on.

Real-World Example: One of our clients, a local restaurant, came to us expecting a surge in foot traffic immediately after launching their Google Ads campaign. However, after the first month, they only saw a slight uptick in traffic. Naturally, they were disappointed. But we sat down with them and explained how their ads were still in the “learning phase,” which is common in the first few weeks. We also shared that ad quality score improvements take time and that refining targeting and messaging would yield better results in the long run.

Rather than blaming the client or getting defensive, we focused on solutions. We showed them the incremental improvements we were making, like click-through rates (CTR) and cost-per-click (CPC) improvements, and explained how these metrics would lay the groundwork for future success. Over time, the results did follow, and the client was eventually thrilled.

The Power of Communication: Transparency and Regular Check-ins

The key to overcoming disappointment is communication. Clients don’t want to feel like they’re in the dark, and they certainly don’t want to be blindsided by poor results after months of investment. As a CEO, I’ve learned that transparency is crucial in keeping clients informed and engaged.

Data Insight: According to the 2024 State of Client Services report by MarketingProfs, agencies that have regular, proactive check-ins with clients experience 25% higher retention rates. These check-ins help address concerns, offer insights into the campaign’s progress, and provide the client with a sense of control over the process.

At PLAY Creative, we use project management tools like Monday.com to share live reports with clients, keeping them in the loop with real-time data. We discuss the analytics, highlight progress, and work through any concerns during these check-ins. This not only minimizes the potential for disappointment but also builds a foundation of trust.

Shifting the Narrative: Disappointment as a Growth Opportunity

Disappointment isn’t necessarily a negative. In fact, it can be a catalyst for growth. When clients express disappointment, it opens the door for feedback. It gives us the chance to listen, learn, and refine our strategies. It also reminds us that client relationships are partnerships, not just vendor transactions.

Visual Example: Imagine a graph showing campaign performance over time—there’s usually a dip in the early stages as data is gathered, followed by a rise once the strategy is refined. Clients who understand this ebb and flow are better equipped to navigate the initial disappointment.

We also encourage clients to see disappointment as a part of the learning curve. Marketing, like any business function, is an evolving field. Trends change, customer behaviors shift, and new platforms emerge. What works today might not work tomorrow, and that’s okay. Together, we can continuously optimize, experiment, and refine.

Takeaway: The Power of Resilience

The real question isn’t about avoiding disappointment—it’s about how we rebound from it. By educating clients, setting clear expectations, and maintaining consistent communication, we can turn disappointment into resilience. Clients who trust the process, understand the timelines, and see the incremental progress we’re making together will be better positioned for long-term success.

So, as a CEO, here’s my final thought: don’t fear disappointment—embrace it. Use it as a tool to enhance client relationships, refine strategies, and, ultimately, grow your business. Because at the end of the day, it’s not about avoiding challenges; it’s about how you face them and come out stronger on the other side.

By providing transparency, setting realistic expectations, and embracing feedback, we can help clients navigate through the challenges of digital marketing and emerge more resilient. This is the foundation for long-term success—and a mindset we champion at PLAY Creative.