Cold Email for PPC Agencies

For PPC agencies, growth depends on a predictable pipeline of qualified leads. Most agencies either rely on referrals, which aren't scalable, or send sporadic emails from their main domain, which kills deliverability.

This approach fails because it ignores the underlying mechanics of cold outbound. Real client acquisition at scale isn't about a clever template; it's about disciplined, multi-channel execution built on solid sending infrastructure.

PPC is a performance-driven industry, and your outreach process should be, too. But most agencies run into the same critical roadblocks that prevent them from scaling.

1. Proving Positive ROI on Outreach: Cold outbound feels like a cost center until it's a predictable system. Without a clear process for turning outreach into meetings, it's impossible to justify the investment.
2. Scaling Across Multiple Clients: Managing campaigns for 10 different clients means 10 different brands. Sending from a single agency account creates brand confusion and is an operational and deliverability disaster.
3. Maintaining Domain Reputation: Your primary agency domain is a critical asset for client communication and reporting. Sending cold outreach from it is like parking your delivery truck in the front lobby. One spam complaint can get your entire domain blocklisted by Google and Microsoft.
4. Cutting Through the Noise: Every business owner gets spammed with "I can lower your CPA" emails. Generic templates are deleted on sight. Your outreach has to prove you're a strategic operator, not just another pitchman.

The agencies winning high-value clients today aren't using secret hacks. They're executing a disciplined, multi-touch strategy built on a foundation of excellent data and deliverability.

Hyper-Specific Targeting: Don't just target "e-commerce stores." Target Shopify stores using Klaviyo with an estimated ad spend of over $30k/month. The more specific your list, the more relevant your message.

Problem-First Messaging: Instead of leading with your services, lead with an observation about their business. This proves you've done your research.

Example Micro-Script:
"Subject: question about [Company Name] ad creative

Noticed you're running Meta ads pointing to your winter collection landing page. The creative is strong, but the page itself isn't optimized for mobile conversions, which likely drives up your cost-per-purchase on Instagram. Usually a quick fix."

Multi-Channel Persistence: A single email is not enough. A standard, effective sequence involves 5 touches over 10 business days, combining email with LinkedIn connection requests and messages to build credibility and stay top-of-mind.

An outbound strategy is useless if your emails land in spam. At any meaningful volume—more than 50 emails a day—you can't just "send email." You have to manage an infrastructure.

Trying to send 1,000 emails a month from a single sales@myppcagency.com inbox is a guaranteed way to get it shut down. It breaks because you're ignoring the core pillars of deliverability:

1. Dedicated Domains & Inboxes: Never send from your primary domain. Use secondary domains (e.g., get[agency].com, [agency]results.com) to protect your core asset.
2. Inbox Rotation: To send 500 emails a day, you don't send 500 from one inbox. You send 30-40 emails from 15 different inboxes, rotating automatically to stay under provider limits.
3. Automated Warmup: New inboxes must be warmed up for weeks before they can be used for outreach. This process builds a positive sending reputation with Google and Microsoft.

For PPC agencies, your primary domain is your lifeline for client reporting, communication, and invoicing. A single spam flag from a cold prospect can get your domain flagged, disrupting critical client operations. This isn't a theoretical risk; it's an operational catastrophe. That's why mature agencies never send cold outreach from their primary domain, relying instead on a pool of warmed-up secondary domains.

1. Net New Client Acquisition: Target SaaS companies that just raised a Series A. Run a 5-touch sequence over 14 days combining email and LinkedIn. The message focuses on how to efficiently scale customer acquisition post-funding, referencing a specific competitor's ad strategy.
2. White-Label Partner Outreach: Target SEO or Web Dev agencies that don't offer PPC. Use a 4-touch, email-only sequence focused on a simple referral partnership. The value prop is helping them add a high-margin revenue stream with zero overhead.
3. Reactivation of Old Leads: Target prospects who went cold 6+ months ago. A simple 3-touch email sequence with a new, relevant case study or a specific insight about recent algorithm changes on Google or Meta.

The shift happens when you decide to grow beyond referrals and one-off emails. It's the moment you hire your first salesperson, decide to manage outreach for multiple clients, or simply want a predictable lead generation system that doesn't put your main domain at risk.

This is when outbound stops being "hacking in Gmail" and becomes a scalable operation built on a multi-domain, multi-inbox, and multi-channel foundation.

SuperSend is the cold email infrastructure your team has been missing. We don't provide leads or a CRM. We provide the enterprise-grade engine that manages your domains, inboxes, warmup, and multi-channel sequences so you can focus on closing clients.

The next step isn't to buy a tool. It's to understand the strategies for building a scalable outbound system. Explore our use cases for agencies or our guides on deliverability infrastructure to see how it's done.