FOR DIGITAL MARKETING AGENCY OWNERS • COHORT 1 STARTS MAY 19 • 5 SEATS
Stop Pulling Your Media Buyer Onto Every Client Call.
An 8-week cohort course that teaches your account managers to lead paid search meetings, explain the numbers, and grow accounts — without needing a media buyer in the room.
Built by The Digital Hawks | 8 Weeks | Live Cohort | 2 Private Coaching Sessions Included | Capstone Certification
If you run a digital marketing agency, you've watched this scene play out 100 times:
Your account manager is on a Zoom with a client. The client asks: "Why did our cost-per-lead go up last month?"
And your AM freezes.
They say something like, "Great question — let me circle back with the media buyer." The meeting loses momentum. The client gets quietly frustrated. Your media buyer — who's already running 14 accounts and writing ad copy at 11pm — has to drop into the next meeting to explain what should have been a 90-second answer.
It's expensive. It makes the agency look junior. And it's the #1 reason your most senior client-facing people aren't actually owning their accounts.
Account managers don't need to become media buyers. But they do need to know enough about how paid search actually works to read a report like a strategist, talk fluently about numbers, redirect rabbit-hole questions back to strategy, and run a polished client meeting end to end.
IT DONES'TO BE THAT WAY
Imagine waking up every day
With clear, glowing skin
Feel confident taking selfies and posting them
No more worrying about blemishes
Enjoy going out without feeling self-conscious
Get compliments on your complexion
Active lifestyle without worrying about acne
Empowered and in control of your skin
No more insecurities about your skin
Refreshed with new self-esteem and confidence
Three Things this is costing your agency every single month:
Time
Senior media buyers burning 6–10 hours a week on calls they shouldn't be in. That's strategy time, retention time, or new-business time — gone.
Retention
Clients silently lose confidence when their account manager can't answer basic questions. They don't churn this month — they churn six months from now, and they tell other agencies why.
Growth
Your AMs can't pitch budget increases or expansions because they can't speak to performance. Account growth that should happen quarterly happens annually, if at all.
By the end of 8 weeks, your account managers will:
Lead the entire client meeting from open to close — no media buyer required
Read a paid search report and instantly identify the 3 things worth flagging (and the 30 that aren't)
Translate metrics like CPA, ROAS, and impression share into language the client actually understands
Handle the hard questions: "Why did CPC go up?" "Why aren't we ranking #1?" "What if we cut budget?"
Recommend strategy with confidence — not just report numbers
Pitch budget increases and account expansions backed by performance data
Become the person clients actually want on the call
Four pillars. Eight weeks. One transformation
01 How Paid Search Actually Works
02 Reading The Numbers Like A Strategist
03 Turning Data Into Decisions
04 Owning The Hard Moments
Auction dynamics, Quality Score, campaign types, and the levers that actually move performance — explained without jargon, so AMs can speak to it without faking it.
CPC, CTR, CVR, CPA, ROAS, impression share — what each one means, when to flag it, and when to ignore the noise. Plus the 5-minute report-read framework.
How to walk a client through performance with a clear narrative, recommend the next move (Protect, Grow, or Test), and pitch a budget increase without the awkwardness.
Underperformance, budget cuts, missed forecasts, the "why aren't we #1" question — frameworks for staying composed and steering the conversation back to strategy.
Inside the 8-week cohort
Each week: one 60-minute Teaching session (Tuesday), one 60-minute Apply workshop (Thursday), one 10-minute pre-work video, one homework assignment, and async support in our private cohort Slack.
WHAT YOU'LL LEARN:
What clients are actually paying for. Auction dynamics. Campaign types. The 8 levers that move performance. Why "more keywords" is rarely the answer.
HOMEWORK:
Map a real client account — campaigns, ad groups, structure.
WHAT YOU'LL LEARN:
CPC, CTR, CVR, CPA, ROAS, IS, IS Lost (Budget vs. Rank). What each tells you. What to flag. What to ignore. The cost of false alarms.
HOMEWORK:
Pull last 90 days for a real account, identify the 3 numbers worth flagging.
WHAT YOU'LL LEARN:
The 5-minute report-read framework. Spotting trends vs. noise. Anomaly detection without overreacting. Plus your first 1:1 coaching session.
HOMEWORK:
Read a real client report in 5 minutes. Document 3 insights, 1 recommendation.
Turning data into a narrative the client retains. The Past–Present–Plan structure. Translating jargon. The mid-course practical: rewrite a real client report.
HOMEWORK:
Rewrite an existing client report in the new structure. Submit for cohort review.
WHAT YOU'LL LEARN:
The Protect / Grow / Test framework. How to recommend a next move with confidence. Pitching budget increases. Knowing when to escalate vs. handle it yourself.
HOMEWORK:
Build a Protect/Grow/Test recommendation for your practice account.
WHAT YOU'LL LEARN:
CPA spike. Budget cut. Missed forecast. "Why aren't we #1?" Frameworks for staying composed, redirecting to strategy, and protecting the relationship.
HOMEWORK:
Role-play 3 difficult scenarios in Session B. Submit reflection.
WHAT YOU'LL LEARN:
End-to-end meeting structure. Pacing, agenda design, transitions, handoffs. How to know when to bring the media buyer in (rarely). Plus capstone prep coaching.
HOMEWORK:
Build your capstone meeting agenda + slide deck.
WHAT YOU'LL LEARN:
Recorded 25–30 minute mock client meeting. Walk through a real (or anonymized) report. Present strategy. Handle pushback. Graded on a 100-point rubric.
HOMEWORK:
Submit recorded capstone meeting. Receive personalized scorecard + certification.
Is this the right cohort for your team?
You run a digital marketing agency and your account managers sit in client meetings without leading them
Your media buyers are spending too much time on calls and not enough time in the accounts
You've tried Google Ads certifications and watched your AMs forget everything within 30 days
You want a structured, accountable program — not a self-paced course your team will never finish
Your AMs have at least 6 months of agency or in-house client-services experience
You're looking for a Google Ads certification prep course (this is not that)
You want your AMs to become media buyers — they won't leave knowing how to write ad copy or run keyword research
You're a media buyer yourself looking for tactical training (different course, different audience)
You can't commit your team to 3 hours/week for 8 weeks
You want a self-paced, watch-when-you-feel-like-it product (this is a live cohort with deadlines)
Taught by Jen Davis, Founder of The Digital Hawks
Jen Davis is the founder of The Digital Hawks, a digital marketing agency that has run paid search for clients ranging from local service businesses to publicly traded corporations. She's spent 20 years on the agency side watching account managers and media buyers work through the same client-meeting friction over and over — and built this course to fix it.
Own The Client Call™ is the curriculum she wishes had existed when she was hiring her first account managers. It's not theory — it's the exact frameworks her team uses to run client meetings that grow accounts.
Founder, The Digital Hawks (digital marketing agency)
Has trained 175 account managers across 22 agency engagements
Handled $23MM in paid spend in 2025
20+ years running paid search for B2B and B2C clients
Presents regularly to C and VP levels on paid search performance and strategy
Adjunct college professor in communications at Aurora University
Winner of the 2024 Gold Best Female Solo Entrepreneur Stevie® Awards For Women in Business
Everything your account manager gets in 8 weeks
16 live cohort sessions (8 Teaching + 8 Apply workshops)
2 private 1:1 coaching sessions with Jen (60 min each)
8 pre-work video lessons (10–15 min each, watch on demand)
Weekly homework assignments with personalized feedback
Cohort Slack community for between-session questions
Lifetime access to all session recordings
Frameworks library: 5-minute report-read, Protect/Grow/Test, difficult conversation scripts
Capstone scorecard with personalized strengths + growth feedback
Certificate of completion (Own The Client Call™ Certified)
COHORT 1 BETA PRICING
$ 799
per seat - pay in full & save $26
OR
$ 275
x3 monthly payments
16 live sessions • 2 private coaching calls • All recordings • Capstone certification
Cohort 2 price: $999 • Cohort 4+ price: $1,299–$1,499
This is the lowest the program will ever be priced.
Application takes 5 minutes. We'll respond within 48 hours. Payment is only collected after acceptance.
The Two-Week Guarantee
Attend Weeks 1 and 2 in full. If by the end of Week 2 you don't believe this cohort is going to transform how your account manager runs client meetings, email me and I'll refund your investment in full — no questions asked.
I take this seriously because I'd rather not have a student who isn't getting value than have your money.
Questions agency owners ask
Not yet. This program assumes at least 6 months of client-services experience. New AMs should focus on internal product/process training first; come back when they're already in client meetings but want to lead them.
The frameworks (5-minute report-read, Protect/Grow/Test, difficult conversations, meeting structure) transfer cleanly to any media channel. The tactical examples are paid-search-specific. Roughly 70% of the value is channel-agnostic.
Yes — we cap each cohort at 5 students, but if you want to enroll 2 from the same agency, that's allowed. They learn faster when they have a peer to practice with. Multi-seat pricing available; ask in your application.
About 3 hours: 2 live sessions (60 min each) + ~1 hour of pre-work and homework. Coaching weeks add 1 hour. Total cohort: ~26 hours over 8 weeks.
No, and that's intentional. This course teaches AMs to read, interpret, and communicate paid search performance — not to build campaigns. If you want them buying media, they need a different (and longer) curriculum.
Not yet. The cohort live + accountability format is what makes the difference. A self-paced version may launch later, but it'll be 50–60% as effective and priced accordingly.
Yes. Payment is via Stripe, Zelle or Paypal — we send an invoice (from The Digital Hawks) you can route through your agency's accounts payable. Pay-in-full or 3-month installment options available.
Apply anyway and select 'future cohort' — we'll add you to the waitlist for Cohort 2 (starting [date]) at $999.
Recordings are posted within 24 hours and accessible for the duration of the cohort. The Apply sessions are harder to skip — that's where peer practice happens — but if work fires unavoidably, recordings keep them caught up on content.
Ready to stop pulling your media buyer onto every client call?
Cohort 1 starts May 19. 5 seats. Applications close May 15.
Application takes 5 minutes • Response within 48 hours • Payment collected only after acceptance • Two-week guarantee
Own The Client Call™ is a program of The Digital Hawks.
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