If you’ve managed client accounts for any length of time, you know the drill: you hop on a call and the client sounds frustrated. Maybe performance isn’t where they expected it to be. Maybe you’re recommending a new strategy, but they’re not on board. Maybe you’re asking for more budget, and they’re pushing back.

These situations aren’t just part of the job—they are the job. Managing client relationships requires as much skill as managing campaigns. And while no one likes dealing with objections or tension, how you navigate those moments will define your success as much as your marketing chops.

Step One: Don’t Take It Personally

This is the golden rule I share with my team. Clients aren’t frustrated with you—they’re frustrated with results, numbers, or unmet expectations. Your job is to listen fully, not to react defensively. Listen to hear, not to respond. This builds trust even in tense conversations.

Step Two: Get to the Root

When performance doesn’t match expectations, dig deeper:

• Is it a mismatch between KPIs and what’s realistic?
• Has something shifted internally at their company that they didn’t communicate?
• Has the market or audience behavior changed?

Understanding what’s really happening turns a conflict into a collaborative problem-solving session.

Step Three: Be Transparent & Solution-Oriented

Clients don’t expect perfection. They expect honesty and clarity. If something isn’t working, explain why, walk through what you’ve learned, and present next steps. If you don’t yet have the solution, be upfront about it: “Let me take a step back, review this fully, and I’ll come back with a recommendation.”

That alone goes further than scrambling to give an answer you’re not confident in.

Step Four: Set (and Reset) Expectations

One of the biggest sources of frustration is misaligned expectations. Setting expectations isn’t a one-and-done job—it’s ongoing. Businesses change. Markets shift. Audiences evolve. That means what was true last quarter may not be true today.

Sometimes you’ll need to reset expectations every call, every quarter, or every major campaign change. That’s not a sign of failure—it’s a sign of agility.

Step Five: Timing Matters With Big Asks

Asking for more budget or pitching a new strategy requires more than “trust me.” Clients need to understand why this investment makes sense. Use data, context, and timing wisely. Don’t bring up a budget increase during a call where performance is already under fire. Instead, build the case, show momentum, and then position the ask.

Step Six: Keep Perspective

Pushback, objections, or tough conversations aren’t roadblocks—they’re part of building long-term partnerships. Each challenge is a chance to demonstrate your expertise, your ability to adapt, and your commitment to their goals.

The Takeaway for Experts

Remember: communication and expectation setting are as critical as your technical skillset. Never skip them.

The Takeaway for CMOs & Clients

Understand that your experts aren’t just pushing buttons in ad platforms. They’re strategists balancing data, shifting markets, and your business goals—all while navigating conversations with transparency and care. The best partnerships come when both sides show trust, patience, and a willingness to adapt.