Quick answer: Coaches and consultants rarely sell on the first click. Use Facebook, Instagram or LinkedIn to offer a valuable lead magnet or webinar, nurture with email, and sell via a booked call. Use Google Search for high-intent service searches. Avoid income or results claims you can’t substantiate.
Expertise is invisible until people experience it. Good coaching and consulting ads give away something genuinely useful first, then invite the right people to talk.
What ads cost for coaches and consultants
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Business Services | $5.87 | 4.85% | $93.69 |
Business Services averages $5.87 per click and $93.69 per lead on Google (WordStream 2026). Lead magnet leads on social are usually cheaper but need nurturing before they buy.
Which channel to start with
Channel roles:
- LinkedIn for B2B consulting and executive coaching
- Facebook and Instagram for consumer and small-business coaching, with lead magnets and webinars
- Google Search for “[service] consultant” and specific problem searches
- YouTube for authority-building content
Google Ads keywords for coaches and consultants
Specific services, not “coach”.
- “business coach for [industry]”, “sales consultant”, “operations consultant”
- “executive coaching”, “leadership coaching”
- “marketing consultant for small business”
Negative keywords to add on day one
jobs, certification, course, free, salary, life coach training, definition.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Clear niche and outcome
- Case studies with permission
- How the engagement works and price ranges
- Booking calendar
- Lead magnet delivered instantly
Full list: landing page checklist.
Track the right things
- Lead magnet sign-ups
- Calls booked and show rate
- Clients signed and value
Platform rules that apply to coaches and consultants
- Avoid earnings or results claims you can’t substantiate; Meta and Google both reject misleading or “get rich quick” style claims, and consumer-protection law applies.
- On Meta, don’t imply the viewer’s finances or personal situation (personal attributes).
Common mistakes
- Asking for a sales call in the first ad
- Vague positioning (“I help people grow”)
- No email nurture
- Hype claims that get ads rejected
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Business Services average of $93.69 per lead, 20 leads a month is roughly $1,874 in ad spend before management fees.
Start with $1,000 to $3,000 a month split between lead generation and remarketing.
Frequently asked questions
What ads work best for coaches?
A specific, useful lead magnet or webinar, followed by email nurture and a booked call.
Is LinkedIn worth it for consultants?
For B2B and high-value engagements, yes, despite higher costs.
Why do coaching ads get rejected?
Usually income claims, before-and-after life claims or copy implying the viewer’s personal situation.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- Meta Advertising Standards: Privacy violations and personal attributes
Want a second opinion on your coaching or consulting ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →