Last month we turned a million dollars in ad spend into multiple millions of dollars of revenue for our business. And on top of doing this ourselves, we actually also see what happens every single day in hundreds of client accounts. So, relative to most other people talking about advertising on the internet, we have a lot of context. And my goal is to shortcut years of learning and millions of dollars of ad spend that It took for us to get here and just tell you exactly what works right now rather than what worked years ago, which is
what most season media buyers still rely on. So, whether you're trying to scale from zero to over a million dollars per month in revenue in under a year, just like we did, or if you just want to stop wasting money on ads that don't actually convert, this will hopefully get you one step closer. Because after scaling a massive company myself and helping Hundreds of clients do the same, I believe one of the most powerful skills in business is being able to just buy more clients whenever you need them. Now, this course won't have any technical
tutorials on setting up your business manager or pixels or retargeting audiences. The back end of all of that stuff changes often enough that a video filmed today is probably going to be outdated tomorrow. But, Facebook has great documentation on this And if you're working with my team, of course, they're just going to handle all of that technical setup for you. Instead, what this aims to be is everything else that you won't find on the internet with a quick Google search. Because very few people have profitably scaled a company to several million dollars a month using
both paid and organic working together. And as far as I'm aware, no other company at that level is willing to be this open about What is actually working right now. But, before I show you how exactly we run the ads that work so well, there's one thing that I want to discuss that kills campaigns before they even start. And it has nothing to do with targeting or budget or the creative that you're actually running. Most businesses that fail at running ads blame all of those things, but the real problem is almost always the offer. Because
what converts your warm audience, that amazing offer That works on referrals or past clients or people that already know, like, and trust you. Stuff that your grandma would buy. That rarely works for strangers seeing you for the very first time from a cold ad. But, if you can figure out how to present your offer to a cold audiences, your business essentially becomes infinitely scalable. You can literally buy as many customers as you want. And the fastest way to nail the offer and have it work on a cold Audience is just to model what's already working
in your industry. And I know what you're thinking, like, "Won't I just look like everyone else doing the same exact thing?" No, because the companies doing millions of dollars a month selling something similar to what you have or what you want to sell have already spent millions of dollars testing what cold traffic already wants. They found proven demand and they've created their offer around it. So, your Job isn't to reinvent everything from scratch, it's just to understand what worked for someone else and then be able to make it your own. Originality, especially on cold traffic,
is extremely expensive. But, modeling a clear winner is very smart. And every single week on on client calls, I hear the same thing, like, "We're still refining our offer. We're still pivoting the offer, figuring out deliverables." Stop. If that's you, stop right now. Now, to be successful With ads, on Meta specifically, you have to understand that Meta, I'll call it Facebook, has three priorities. The first priority is user experience. The platform is not built for you, the advertiser. It is built for its users. And so, Facebook's entire business model depends on people scrolling and watching
and then coming back to do the same thing later today. And they will do whatever it takes to protect that. And what this means practically is that Facebook rewards ads that people actually want to watch and punishes everything else. So, better creatives that people want to watch will mean lower costs per click, lower cost per lead, more reach with the ad spend that you do spend, whereas worse creatives means that you're paying a premium to interrupt people scrolling who don't even want to see you. And this is why clickbait hooks and lazy, like, AI-generated images
and poorly edited Videos, kill your efficiency. They convert terribly as ads, and they're extremely expensive to run, even if your targeting, and your messaging, and your offer are perfect. And the single best thing that you can do when making an ad is make the ad worth watching on its own. Make content so good that people wouldn't skip over it even if they knew it was an ad. Think about the Super Bowl commercials. People look forward to those, and they watch them voluntarily Because they are generally well-made commercials. And when you can do that, Facebook becomes
your partner in this. And if you think about a perfect social media platform, it would have no ads. So, if your ads don't look like ads, if they look like content, the platform would love promoting your stuff. Otherwise, if you make stuff that blatantly looks like an ad, you are fighting the platform every single dollar you spend, and it'll be very Expensive for you. And mastering this organic ad strategy is going to be the core focus of this course because it is the single most important thing in scaling ads. >> This is your mid-course interruption
announcement. You're only going to get one of these, and it's that this course is only a small baby part of the entire big old thing that we got down in the description. If you click down below, it's on school. It is the Viral Coach Masterclass. It's got this entire Masterclass, plus a whole bunch of assets that come with it, plus a whole bunch of other masterclasses on how we built up our business, and software, and downloadable stuff, and I don't even know why I need to keep listing things for you. You should just trust me
by now. You're watching the video, just believe me. Take my word for it. Click down the link below, join the group, and then get access to all of the other Extra stuff. Am I missing anything? >> It's free. >> Oh, it's free. Holy smokes. All right. Still here, huh? All right. Well, I'll let you just watch it here, then. Now, my number two priority, after its viewers, is generating income from Meta with advertising. Last year, 98% of their revenue came from running ads on their apps like Facebook and Instagram. And their third priority, after their
viewers and making money, is advertiser success. So, we are an afterthought, but they do want us to be somewhat profitable so that we at least keep spending more money with them because if running Facebook ads wasn't profitable for anyone, no one would keep paying Facebook their $200 per year, and the entire Meta business would go under. They don't want that, so they have to at least have some of us Continuing to come back and paying them every single month. And so, with those three incentives understood, let's talk about making the most profitable ads possible. In
the last few years, marketing on Facebook has actually changed a lot. The biggest shift that's happened is that creative, the actual video, is now the most important part of the entire strategy. And that's the asset that you upload, whether it is a video or a still image or a carousel or A dozen of other variations of media that you can run as the actual ad. But, what you run as an ad is way more important. This is where 90% of your focus should go. Not the audience targeting, not the color that you use on your
ad or your landing page, not a million different split tests. Just make sure you have a very good creative, something that is worth watching whether you put money behind it or not. Because if your ads aren't good, none of the Other stuff like targeting is actually going to save you. And I say this from experience because when we first started running ads, I really didn't know what I was doing on the media buying side. I had terrible landing pages. I had never run Facebook ads. The campaign setups were like super messy. The tracking The tracking
hardly worked. All the split testing I did was like inconclusive, and we still won. And what actually saved us and really allowed us to scale from zero To a million dollars per month in revenue in under a year was that we already knew how to make content. I had millions of followers on social media. I knew what good organic content looked like. We had made ads for brands like PayPal, Amazon, Dr. Pepper. Like, I was in the ad. I wrote the script. I filmed the video, and then I gave it to those massive brands, some
of the biggest brands in the world. If I didn't have that experience, I definitely, honestly, Would have gone out of business. And that is how much it matters to nail the creative. The ad is the very first touchpoint that a prospect has with your business. Before they see your funnel, before they watch your VSL, before the automations, before your emails, before the checkout page, before any of that stuff, it is the ad. So, if you are half-baking the ad and spending hours optimizing everything else, you're completely backwards. And the ad that You make has to
accomplish a few things. For our business, a service-based business that's working one-on-one with business owners to improve their social media marketing, we knew that our ads specifically had to do three things. First, give a cold audience a very clear picture of what we do. So, we have to demonstrate a high level of social proof and look professional on social media. Because we sell social media marketing, like our content on social media has to Look better than everyone else's. We couldn't show up with mediocre ads and expect people to hire us to make content. Like, the
ad had to be the proof itself. And so, this created an incredibly high standard for us. It's actually one of the reasons why I think our ads have been so incredibly profitable. It's We don't put out anything that looks bad. Whereas, most other marketing agencies can't afford to run ads themselves at all and have to Scale through word of mouth and referrals because despite knowing all the back-end targeting, campaign setups, and automations, they can't nail a good ad. Now, not all industries, like ours in marketing, are as competitive. So, your specific goals might look a
little different, but the principle with what you need to accomplish in the ad stays the same. Your ad needs to be some of the highest-quality content that your company puts out. It can't be an Afterthought. It needs to earn attention from your audience, establish credibility really quickly before anyone clicks anything. And to do that is incredibly difficult. The formats and the variables that you use are always different. We'll get into specifics in a little bit. But, after seeing an ad, a complete stranger should know exactly what you do, how you can help them, and have
a reason to believe you. And this is why before you spend any money on Testing creatives and ads, we always recommend that you post content organically on social media first. It is a free way to test which hooks get views, which topics that you talk about actually drive engagement and are interesting to your audience, which formats people watch to the end to where you're going to have your CTA in an actual ad. And our most profitable ads have gone through all of that testing. actually start as ads. Our most Profitable ads started as organic posts.
They outperformed everything else. They had higher engagement rates, higher view rates. And when you find something that resonates without paying for distribution because you've done your testing completely for free, you don't have to have a testing budget. You can then put budget behind it and let Facebook do all the rest of the winning for you. So, my recommendation for almost everyone is to build a creative Library first for free and then run ads from a position of already knowing what works. That'll always be the highest ROI to scale ads in the big picture. But the
fastest way to scale ads comes from modeling successful formats. So, 5 minutes of market research here that we can do will shortcut you months of organic testing for you right out the gate. You can see exactly what your competitors are running for ads by going to the Facebook ads library, which we'll Do really quick. So, we're going to go Facebook ads library. It's this very top one here. And we're going to look at all of the ads. Now, once you're in here, you're going to want to search up some of your competitors and not necessarily
by their business name. Like if you look up Viral Coach, nothing shows up. But you're going to look them up by their Facebook page name. For example, I go under Daniel Iles. And then here is my Report on the Meta Ads Library showing 590 active ads. And you can just scroll through and see all of the ads that I'm running right now. So, if you were one of my competitors, this would give you an incredible amount of clarity into what is working for me right now on the ad side. You can literally copy all of
my stuff. And not only the video ads, which you can actually watch, but also the headlines I use, all of the copy Here, you can read through and copy it word for word, as well as look at the landing pages that I'm sending this traffic to for every single ad that every single competitor of yours is running. And one of the most important things that you can pay attention to of all of these is when that ad started running. So, you can scroll through all of these here and see that some of these ads have
been on since early December for me. Why would I leave an ad on for Multiple months in a row? Well, it's definitely not because it's bad. If a competitor of yours has the same ad running for multiple months straight, 6 months, a year, what that means is it's a winning angle. And that's why they keep spending money on it is because it's successful over a long period of time. So, when you find these ads that have been running for long periods of time, study them. Who is in the video? What does it look like? Is
it a Professional TV commercial or is it organic social media friendly? You can look at all these different parts of the ad and understand that you are looking at a creative that probably has tens of thousands, if not hundreds of thousands. In our case, with this ad specifically, almost a million dollars in budget behind it, proving that it works. This is testing that your competitor paid for so that you don't have to. It's a proven creative, model it. And before you move On to the next video here, please do this as a quick exercise. Look
up just one competitor and one of their ads that's been running for a long time. Look at the headline, which is this little bit of text right here that shows up in most placements. Just skim the copy. You don't even have to read all of it. What are some of the big words that stand out to you here? And then just watch the video all the way through one time. Just be aware of what you are Competing against. Understand the video. How would you remake the ad to potentially be even better? And then you can
even go and copy the link to this ad and save it for later so that you can remake that ad in your own style after going through the rest of these videos. This market research will become your creative foundation. You can combine elements from different parts of ads in the ad library. You can make slight tweaks to them, build your own dozen Different angles of ads and copy that are already proven to work because someone else has spent millions of dollars testing them. Now, before we get into making your ads, I wanted to share something
important about how Meta actually distributes these ads because it changes everything about how you write your scripts, what you include in the visual elements. A few years ago, Facebook got into serious trouble for how advanced their targeting had become. Consumers were upset that the Facebook knew more about them than they knew about themselves. And since users, again, on that hierarchy of priority, the users come first, Facebook knew that they had to do something about it. But the targeting was working really well. >> [laughter] >> And for Facebook and advertisers, which are their second and third
highest priorities, they were making a lot of money. So, they couldn't just kill this Hyper-specific targeting. So, instead of admitting that the targeting was insanely good and that they were going to get rid of it, they just stopped updating the public-facing targeting options. But they secretly kept developing a more powerful targeting behind the scenes. And so, it's just not visible to advertisers or users anymore, so they can't get in trouble for it, but it absolutely still exists. For example, the interest and demographic options That you see in the ads manager, those are years old by
the time that you're watching this video. And they're still there, they're legacy items, but they're not being updated and they're not really relevant. However, their new Andromeda update is a thousand times more powerful. So, instead of you selecting an audience, Meta's AI figures out the audience for you, not even based on your offer or your business, but based on the individual ad, better than you ever Could. And it's specifically based on the context that you have in the ad. And we call this contextual targeting. And knowing how this works is kind of the hack, if
you will. So, here's a very simple example. If you have a B2B offer and you want to reach people who own businesses and potentially you think of targeting people that follow Alex Hormozi because he's got a large business audience. You can't target his followers directly in the ads manager Like that option doesn't exist. But, if you mention business leaders such as Hermosi are doubling down on content in your actual ad, like if you add that those lines in the script, Facebook knows who to show your ad to. They show the ad to people who have
some kind of context for what you just said. The words you say, the graphics you use, the other parts of your video or content are doing the targeting for you, and it's scary good. And this is one of the main Reasons why video ads outperform image ads for most businesses, especially with the new update. Facebook gets far more contextual information from a video. There's more words, there's more signals, more data, who you're speaking to is better defined, and it uses all of that to find the right audience. So, the richer your script in your ad,
the better Facebook actually matches it to the right people. And it's also why having a very clear, specific script That speaks directly to your target audience isn't just good practice, it's kind of the only way that you can target people with Facebook ads anymore. So, use words that your customers use. For example, one of our clients filmed an ad that called out, "If you're a home service-based business owner with less than five employees." And it worked fine, but we, knowing that contextual targeting is important, asked him to swap out a few of those words for
some Slang. And so, he made a second variation of the ad saying, "If you are a one-truck Chuck." The one-truck implying they don't have large operation, and the Chuck being like a dude. So, that that's the slang that the plumbers use, I guess. And his cost per lead on that second ad was like 20% lower. And so, if your ad is vague, if you're talking to general people, Facebook actually has so many people to target that it can't figure out which Ones are the likeliest to convert. But, if you give them something very specific, if
you use the type of language your actual customers are used to hearing, Facebook has way more ammo to be able to do the heavy lifting and get you far cheaper, far higher quality leads. And this is honestly where most advertisers go wrong. They spend hours building out 50 ad sets with slightly different audiences. Business owner, 20 to 30, 30 to 50, website owner or not. That is the wrong place to put the energy. If the audiences you built in Facebook aren't performing, the problem is almost never the manual targeting that you're doing anymore. That is
like decade-old guidance on Facebook. It is either the creative not getting cheap enough leads because you didn't do a good enough job or the offer not converting a high enough percentage of the leads that you do get. And that's not saying that you should just like Throw your hands up and let Facebook do whatever you want with your ads because this is still a newer process for Facebook. As of 2026, you will need to have a lot of manual controls on budget specifically behind the ads, but you're not going to do that through audience targeting.
We'll get into what you should mess with a little bit later, but it does matter way less than the actual creative that you're making. So, we're going to start there first. Now, Learning how to script ads, in my opinion, is one of the highest leverage skills you can learn as an entrepreneur. When Viral Coach won the School Games a couple years ago, we went out to meet Sam ovens, the owner of the School platform, and Alex Hermosi, who arguably became a billionaire thanks to his social media, how they write all of their content. And they
have thousands of ads running, and of course Hermosi is well-known for being like the king of Organic in the business space. And Alex specifically told us that every single piece of copy, every ad, every email, everything that they put out under his brand comes from him. His specific words were, "If you ever see anything written from acquisition.com or me, I wrote it. Everything." And so, here's a guy worth a billion bucks running a portfolio doing 250 million a year, and he still writes every single thing himself. And that should tell you something about how Important
this task actually is. You can't fully outsource your face and your voice. A copywriter or AI that like that can help you brainstorm, but they cannot build the trust that converts strangers into clients. And if they could, they'd just do it themselves. The truth is only you can do that. And the best people in the space, the best people, they don't take those shortcuts because they know it's more expensive in the long run. And despite saying this exact thing to every Client we work with, I still have people who think their version of Chat GPT
is smarter than everyone else's. Or maybe they just don't take me seriously. So, I will tell you right now, if that is you, you will lose in content. And the competitor who's going to take your lunch will do so by actually caring about what their ads look like, by scripting them out themselves, by being highly involved in the most important part of the business, which is making Money. And that is my anti-outsource every brain cell to AI spiel. You can take it, or you can lose. Either way, let's get into the actual scripting. So, here's
the framework that we recommend for scripting direct response ads, ads where the goal is not just to create general awareness, but actually convert audiences into revenue. And you can think about this as a flexible guideline. We kind of mix and match depending on the angle, but the core Sections are always the same. You start with the hook. The hook doesn't have to be a direct callout like, "Local service businesses, if you want to be 10x more profitable, listen up." Those work, but they're often not the best because they sound like an ad. They don't sound
organic. What works better for us is calling out a behavior instead of a demographic. So, rather than saying, "Business owners" as the hook, we usually describe what business owners Do. So, one of our best-performing hooks is, "If you're struggling to write, film, edit, and post all of your content by yourself, here's exactly what we do." So, we never say business owners, but every business owner who sees that ad immediately thinks that we're talking to them because we just described in great detail what they do when they're trying to make content. It's the same as the
one truck chuck example. It doesn't feel like a commercial on TV because it's Very organic, but it's more like what someone would say in real life. And that's the goal for an organic-sounding ad is you want it to be relatable more than you want it to sound super professional to put your best foot forward. Another one that works really well for us is the biggest names in the space, Alex Hormozi, Grant Cardone, Gary V. They don't run the day-to-day of their business. They spend most of their time, in a week, in front of a camera.
So, no direct callout to business owners, but we are describing a behavior that our target audience recognizes. And we're using contextual targeting. So, mentioning all those names, Grant Cardone, Gary V, means Facebook shows the ad to people who recognize those names, and follow those people, and those people are almost always business owners. So, making sure to call out the ideal audience in some way in the hook of the ad both improves deliverability For Facebook, but also gets the audience's attention because you're speaking their language, gets them to stop scrolling and give you just permission to
watch a few more seconds of your video. The second thing we like to have in an ad is the mechanism, and this is where most people struggle in creating the ad or or finding the right thing, but is extremely important to get right. So, every ad that you make has to have a clear result, the outcome that You're promising. For us, it's to get all of your content done in a month or get our million view guarantee. For a fitness offer, it could be drop a dress size in 30 days. For a marketing offer, we'll
run your ads with more profit than you have now, for example. But, the result that you're promising is not enough. You need the mechanism, which is the how that you actually will deliver on it. Because anyone can say something, but showing how you're going to do that, How you're going to deliver on it creates trust and proves that you have a method of delivering on it. Because across hundreds of companies and thousands of sales calls, the number one reason our prospects coming from cold traffic choose not to buy on the sales call, the single objection
worded in a million different ways, is that they don't have a clear picture of how the offer is actually going to work for them. And the same is probably true for You. You can have a crazy promise, but if it doesn't fit into your prospect's narrative of how it could work for them, it doesn't matter how crazy the promise is because they don't believe it. And so, the framework that I use to create this narrative or like this mechanism, if you can call it, is what I call the first, next, then framework. So, three steps:
first, next, then. Here's what it looks like for a fitness offer. First, we help you plan simple meals every Single week. So, you get shopping lists, recipes, you don't have to do any guessing about what you're going to eat, got it planned out for you. Next, we plan all of your workouts and coach you through them live on call, so you always know what to do and how to do it, and you have someone keeping you accountable. Then, at the end of every single week, we sit down together, review your progress, customize the program based
on how things are going For you. That's it. So, you've walked the prospects through exactly what working with you looks like first, next, then. You don't need all three steps every single time. Sometimes two steps work. Sometimes you can go really deep explaining just one if you're making an ad that's generally supposed to retarget the existing audience that have seen you before, but the goal is always the same. By the end of this section, the prospect should be able to visualize the process And see it working for themselves. So, not just a promise that you're
making, but them having an understanding of how you're going to deliver it. The third thing we try to include is not just showing how we would deliver it for that prospect specifically, but showing that we've already done it for a whole bunch of other people. So, generally we want to keep this testimonial section tight. Like you don't need 50 testimonials in every single ad. That's what your VSL And landing page is for. But just one or two specific, believable results is enough. Something like, "We helped clients like Jack and Lisa each drop three pants sizes
in 90 days and have more energy for their family." Specific names, specific outcomes. Save the rest of the really in-depth proof for later in your funnel where it'll do more work or potentially on a sales call can take people through a very specific case study that only applies to them and is Highly detailed. But you want to include at least something in your direct ads so that people believe that you have done this before. And then at the very end of the ad, we want to have one call to action, one CTA. You don't want
to give people a bunch of different options. "Email me, DM me, call me, whatever." Don't try to be clever with it. Just tell them one thing to do next. Click the button. And specifically a few that work well for us is, "Click below and I'll show you how to get started." Another one is, "If this sounds even remotely interesting, I'll show you exactly how it works. Just click the button." So, short, one instruction, that's it. Make it very easy for them to take the next step and understand what that looks like. And then once you've
drafted all of your scripts following that framework, go back through and confirm that each of those four elements are there. Does it have a good hook to Get their attention and to stop them from scrolling? Does it have a mechanism where the prospect can not only see that you're going to deliver something for them, but understand how it would be delivered for them? Show proof that you're able to deliver on this for other people. And then at the very end, did you tell the prospect what the next step to getting this kind of result for
themselves actually is? Now, when writing your script, you will also want To write a headline and what's called body copy for the ad at the same time. This is one additional step to advertising on Facebook, but lucky for you, the primary copy and the headline matters a lot less than most people think. And if you do it right one time, it can be reused on almost all of your ads. So, we've been running the same one or two headlines and body copies for like the last $5 million in ad spend. So, we almost never change
it. It's a Very small consideration in our marketing strategy. And back when we did put serious money into testing different variations of copy, different variations of headlines, there was never really a statistically significant difference in results. And the reason for that is very simple. Meta is prioritizing the actual asset, the video. So, if your video is strong, the copy around it is mostly just decoration that very few people read. So, spend 90 5% of your effort on The video, the other 5% on the copy is all you need. The one exception to that is image
ads. So, without a video doing a lot of the heavy lifting, communicating your offer, contextual targeting, an image will require a lot more and ideally a lot better copy and headline to be able to do most of the selling for you. But across hundreds of client accounts, video assets actually outperform images in almost every case and usually by a significant margin. Because a great video creative can run millions of dollars before it fatigues, whereas images generally burn out faster, they require more constant refreshes, and every single platform is prioritizing short-form video right now because that's
what the consumers, which is their first priority, want to watch. So, remember, we have to work with the platform, deliver what the viewers want to see, which right now is short-form video. So, your ads go further when You're working with a platform, not against it. But, let's talk about how to write that primary copy. So, starting with your competitor research, which you should do in the ads library as covered earlier, the same research applies here. So, how are your competitors framing the problem that they have? What does their copy look like? What are their headlines
saying? For example, ours right here is our highest converting landing page copy. 1 million views or you don't pay. Find what's working, adapt it for your offer. Keep the total copy that you see here relatively short, having multiple different spaces, so it's not a massive wall of text that is very scary to read cuz it's never going to get read, but rather breaking it up paragraph by paragraph one sentence at a time. And then really just having your highest converting bits of text here. And if it takes more than one or two scrolls to read,
it's probably way too long. State The problem that your audience is experiencing and then offer a very clear solution for that. That's it. So, a real example, our copy here, I've been running the same copy for 6 months at least. Here's why each part works. So, we open with, "You know you should be doing social media, but there is a million different platforms, strategies, tricks, and the guys that are spending a lot of money on content have a massive team to support them." Which means They're difficult to compete with. We start here because we know,
after thousands of sales calls, this is exactly what our prospects are thinking. Is social media is intimidating, there's a lot of different things to do, and I don't have a massive budget for it. Almost every business owner who gets on a call with us says some version of this. "I know I should be posting, I just don't know where to start." So, we're not telling them something new Here. Like we're just aligning with the perception of the problem that they already have so that they feel understood. Next, we deliver the solution. "But with the right
systems, you can delegate your content so you can just sit down and film every single week without experience making content or even knowing what good editing looks like or hiring a massive team or spending as much as the big guys. Just sit down and film once a week with our Team, millions of followers of experience, and the experts handle the rest." We hit specific pain points of things that they don't want to experience and let them know that our solution does not require those. Our prospects also generally don't want to be tied to an agency
for the rest of their life. Like they're business owners, they're economical, they they to take things in house. So, we also have the angle here that we're not an agency. Once the systems are in place, you don't have to be reliant on us for a monthly retainer indefinitely. And then we also add a little note here that the implementation is always custom, but the results are guaranteed. So, appealing to the idea that like no canned approach, no course, no book is going to make them a millionaire that is super rich and famous on social media,
but a customized approach specifically is the only thing that we offer. And we use these words Because this is already what's in the prospect's head. Like this is what they think they need. After thousands of sales calls of experience, this is what they've told us they want. We've based our offer around what we know the market wants. And in summary, the entire copy is what we do is different and better than what they've tried before. And then we hit them with the close here, click the link below to learn more. So, we have that CTA
in the copy as well. Nothing complicated. Really, you want to keep this copy simple. You want to make it easy to read. Don't try to be clever. Try to be clear with what you're saying. And remember, the video does most of the heavy lifting anyways. So, once you make an ad, the next step is to build on it with tons of different angles and variations. And let's define both of those because you need to understand them to run good tests in your ad account. So, an ad angle is Fundamentally a different way of positioning your
offer, targeting a different desire in the market. So, a simple example here is selling watermelons with completely different angles. Angle one is a family angle. These organic watermelons taste incredible because they're harvested exactly when nature intended them. So, your kids will love them. The kid angle, the family angle. The second angle could be a health angle. Watermelon has been Proven to increase hydration, and our organic watermelons have 30% more electrolytes because they aren't harvested until peak ripeness. So, it's the same product, watermelons that are harvested at the right time, but two different desires. One is
to sell a delicious treat to families, the other is to sell a performance health food. And neither is wrong, they're just speaking to two different segments of the market. And so, as you scale your Offer, as you spend more and more on ads, you need to develop multiple angles, two, three, five, 10, for multiple reasons. First, so that no single message speaks directly to everyone. Different people buy the same exact thing for completely different reasons. And second, every angle that you add extends the life of your offer. You can run millions of dollars through a
single funnel with one product if you have a handful of different angles. Because eventually, the messaging on a single angle will get stale, and you're going to need a new way of explaining what you do to audiences in order for them to continue buying your product, and in order for you to continue marketing to them profitably. So, that is an ad angle. An ad variation is a slightly different execution of the same exact angle. So, you're not changing who the core message is for, it's just presenting the same exact message Slightly differently. So, using the
health angle, two variations of that could be watermelon is the most hydrating food on the planet, or watermelons have 30% more electrolytes than regular watermelons because they're harvested at peak ripeness, giving you superior hydration in every bite, for example. Variation two could be, if you're dehydrated, drinking more water won't fix it. And most sports drinks are packed with artificial sugars and Preservatives. However, our organic watermelons have 30% more electrolytes and fiber, pure natural hydration without the sugar spike. So, it's the same angle going after fitness enthusiasts, selling your watermelons. It's the same audience, same core
claim, hydration, just a different hook and a different explanation. So, having different variations is how you keep a winning angle fresh and continue testing better and better performing ads. Now, When planning your angles and variations, you always want to establish your winning angles before you start testing small variations of those angles. Because you need to understand whether your core audience, for example, athletes or families, would even pay for hydrating watermelons before you go make 100 ads talking about all the different ways that watermelons can hydrate them. If instead the family angle was the only one
that worked this whole time for you And the athletes don't care about watermelons, you should only be targeting and making variations for the family. And I only say this because I know from experience when we first started running our ads, we were convinced that our audience cared about views and brand exposure. Going viral was our angle. That was our entire angle for all of our ads. But a few hundred thousand dollars of testing ads later, we learned that what they actually cared About was having social media content that made their business money in a very
short period of time. And the offer was essentially the same. We're doing social media. But the difference was enough to where one was wildly profitable and the other one almost made us bankrupt. We spent about $200,000 testing dozens of variations of this wrong angle. And so the lesson for me there is that if an angle doesn't work with your audience, hundreds of variations of it won't work Either. So in order of operations, test the angles first, find the ones that generate sales, then build out dozens and dozens of variations of those winning angles. Don't make
100 of the same type of ad before you even know what works basically. Once you have your ads made, getting them published is the very next step. And while there is a clear path for uploading and making files live that you can find on Google, there's like a full tutorial on it. What There's a lot of disagreement about is across all of these tutorials and agencies and gurus on YouTube that launch ads on the meta platform is what the campaign and ad set structure actually needs to look like. And the biggest mistake I see with
ad accounts is the complexity of their campaign and ad set structure. So most people equate a busy account with a productive one. The more campaigns you got, the more ad sets you got, the more active tests you Have, the more they feel like they're actually doing. But it's actually the complete opposite. If your account feels difficult to manage, it is probably also hard to measure. If you're over complicating it, it is almost certainly losing you money. One of our clients for example, runs a direct-to-consumer business spending over a million bucks a month on ads. They
have dozens of different SKUs, dozens, multiple services. You know, a decent sized operation, to say the least, but they run exactly two campaigns. When I pulled up their ad account for the first time, I understood everything in like 30 seconds. Compare that to the typical account that we walk into, 15 campaigns running simultaneously, 10 ad sets each, spending some random amount per day, and it's almost always underperforming. And this is because Facebook's delivery system works better when your account is Clean and consolidated. So, when you combine campaigns, when you combine ad sets, Facebook has more
data to work with inside each one. It's more organized for Facebook, which means it finds those converting audiences faster for you and at a lower cost. Having fragmentation in your ad account fights that algorithm, and consolidation instead works with it. So, you want to have everything neat and tidy. It's another instance where just working with The platform, doing what they tell you to, will make you more money. Now, next I wanted to cover how to break down and understand your own standards and KPIs for how well your ads should be performing. Now, if you aren't
having my team take over your ads, and if you're managing your own ad spend, emotion is always going to be your biggest enemy in establishing KPIs and managing them. The only way to protect yourself from bad decisions due to emotions is to know Your KPIs, where you should be, before you even start spending, and to have a very clear, methodical process for testing and determining when something is working or when it's not. And you'll hear people online throwing out all kinds of benchmarks. Don't listen to them. They'll say things like your lead cost should be
$8 to $10. Your cost per group join should be under five. Your your cost per call should be under $300. Those numbers are completely useless. They don't mean anything unless you have way more context on the specific business and how it converts other traffic. So, what actually matters to you from all that noise is what your specific customer acquisition cost is and how that cost relates to the lifetime value of your customers. Essentially, it's just your cost and your revenue. Very basic. That's it. And for service-based businesses, the general industry benchmark is that your Customer
acquisition cost should be no more than 30% of your customer's lifetime value. Meaning, if you can acquire a customer for less than a third of what they're worth to you, you should have plenty of room to scale ads. Obviously, there are way too many variables in this to make it a blanket statement. You could have variance in delivery cost and overhead. This can't absolute rule for you, but it's a really good starting point for the math that We're going to do today. So, here's how to work backwards from that benchmark. Let's say your LTV is
$5,000. At 30% CAC, you should be willing to spend up to that 30%, $1,500 to acquire a customer. That leaves $3,500 for delivery, overhead, and profit. And say you run a call funnel with those metrics. Let's say when you get someone on a sales call, you close them at a 20% rate, and your show rate, so the the rate that people show up to The call for close them at 20% is 50%. That means of every 10 live calls that you get on and talk to a customer, you close two customers. You'd need to book
20 calls because only half of them show up. So, two customers at a $1,500 customer acquisition cost, $3,000 total between the two of them budgeted for about 20 booked calls. Backing out of that math, that works out to $150 per booked call. That is your KPI. That is the goal number that you should strive Towards if you don't currently have a baseline for what your cost per call profitably should be. And again, a few things that this example leaves out is, for simplicity's sake, you don't include sales commissions, payment processing fees, refund rates, differences in
close rates if you have multiple different sales reps selling for you. And you'd want to factor all those into your real numbers. But, the basic framework, working backwards from LTV, your Revenue, to customer acquisition cost, to cost per call to get in front of a potential customer, you'll understand what range your cost should be in at least. Now, once you know your KPIs for calls or whatever end metric you want to track like bookings or leads or conversions, the next job is testing. And most people do this completely wrong. There's one simple rule, test one
variable at a time, hold everything else constant. And there's actually three Things that you could be testing at any time and you should be on an ongoing basis. Ordered by how quickly you can get meaningful data, 1 2 3. The first one is creative. It is the fastest to test, it is the highest leverage. The second is the landing page, it's a little bit slower to test and it needs way more data to be conclusive. Third is the sales process or the offer, which is really the slowest, biggest ship to move. It's really difficult to
test Offer. So, creatives is where you spend most of your time testing. You can turn on and off ads every single day, adjust the budget, swap the creatives in seconds. You're essentially running hundreds of creative tests every single day. You're always making small adjustments on the ad side. You're always trying new angles, very fast feedback loops with the creative. Landing pages are harder because the changes are usually small variations. So, you'll try different headline, you'll try a different color button. You know, maybe you change the body copy a little bit. Maybe you just swap the
VSL. And the smaller the change, the more data you're going to need to know if the difference is real or just noise. Like when we split test elements on our landing page, it typically takes several hundred thousand dollars of ad spend before we are confident enough to act on it. Like that is the amount of traffic We need to have a statistically significant result. And that's not a reason to skip testing your landing pages, just a reason to be patient and not make decisions too early on it. And then sales and offer is last, not
because it matters less, it actually matters way more, because it is the hardest to pivot on. Changing your price points, changing your deliverables, your sales process, all affect the KPIs upstream, but these are multi-month Tests. Because if you need a 10% reduction in customer acquisition cost, you can probably get there by making better creatives over a weekend. Instantly new ads, suddenly everything's cheaper. But squeezing that 10% out by replacing your offer and then trying to predict how that affects churn 6 months later is a much harder problem to solve. So start with the creatives, it's
always the fastest path. One of the most common mistakes in testing ads is pulling the Plug too early. You turn on an ad on Monday, put 50 bucks a day behind it, spend $200 by Friday, see no results, and then you shut it off. That is probably not a useful test. And actually a good rule of thumb for testing budget is to budget three to five x your target KPI and spend at least a week testing an ad before making any kind of judgment. So if your average cost per call is 150, if that's your
KPI, you should be willing to spend 450 to 750 dollars Regardless of whether that is performing or not before you turn it off. And you'd want to wait at least a week to let everyone that is on their way to becoming a client either pull the trigger to book a call or actually decide on the sale or decline. Like you really want to have a waiting period there. And if you have a longer sales cycle like solar sales, you will probably have to wait way longer. If you have a faster sales cycle like home Service,
which are usually same-day bookings off same-day leads, you're going to have faster testing. But being in the online marketing space, 85% of our prospects book a sales call for the next four days and then a couple of days on top of that to run follow-up after the sales call for up to a week. So we generally go off seven days. But Facebook's algorithm also needs time to see that data and optimize it. So shutting things off too early means you Just restart that learning phase every single time. And while it's not significant, it absolutely does
end up costing you more money than just potentially letting things run and getting more information. And especially if you're on a tight budget, this is exactly why competitor research matters so much. Like you if you're modeling a proven creative before you even launch the ad, before you start spending money, if you're starting with higher quality Inputs, you're going to need less spend to be able to validate whether something is working. I also wanted to briefly touch on evaluating performance over a longer period of time. So, obviously Facebook isn't a static environment. Ad costs fluctuate based
on competition in the market that you're fighting against, seasonality, and a whole bunch of external events. Like during Black Friday, costs can significantly spike because a whole bunch of other Advertisers enter the platform and just flood the market with ads. So, seeing costs go up over 24-hour period isn't necessarily any kind of signal to make a change. It could just be noise. And that's why I like having multiple different lookback periods in any kind of judgments that I make when running ads. So, I always look at all-time performance of an ad. I always look at
the most recent week, and then I look at a 3-day before making any changes. And I Never make any changes off of a single day's worth of data. Even on an ad that's running at several thousand dollars per day, it's just way too much fluctuation to be reliable. And I'll repeat it for the people in the back, before you cut a previously winning ad, you should at least try to lower the budget first. Like be patient with your ads, let them properly spend. We've had ads that have spent over a million dollars across several years.
Like Clear, proven, winning ads. But when we push the daily spend past a threshold, all of the performance dropped. Like we would profitably be running the ad at a thousand dollars a day. And then as soon as we push it up to two thousand, the whole thing breaks. And very rarely is the move cutting the ad. Like usually just pulling the budget back works. If it was performing at a thousand dollars a day, and you bring it back down to a thousand dollars a day, give it a couple Days, it'll probably start performing again. And
this is because Facebook targets a smaller, more concentrated audience with the less ad spend that an ad has. And for most ads, that often means like a smaller audience, better conversions. Because you're reaching the most qualified, small slice of your audience, as opposed to overspending to target this massive pool of audiences that mostly wouldn't have converted from your ad anyways. And this is why we Recommend having a lot of different creatives at small budgets in your ad accounts, rather than trying to find one or two monster ads that can carry massive ad spend. Those are
very difficult to come across and it's very difficult to scale them. But the ads that scale to a high budget generally also tend to speak to wide audiences. But the narrowly targeted ads that can only perform at few dollars, maybe $50 a day, those can be just as profitable, Often more so because they're only speaking to a very specific type of buyer. So both of these types of scalable, non-scalable ads have a place in a healthy account and that is even more reason to not kill an ad just because it's not scaling. Now the biggest
mistake I see when people try to scale is scaling before they're ready. And a big reason for that is because people equate ad spend and success. They're not the same thing. And you Could spend a million dollars a month on ads, take home 100k, or you could spend 200,000 a month on ads and take home 100,000. It's the same profit, but that second business is five times more successful cuz it has higher profit margins, more room to grow. And I talk to clients every single week who are they're trying to fix a problem by spending
more on ads. When I look at their ads and they're not running profitable right now. You shouldn't want To spend more on something that's not profitable enough. The goal should always be to become more profitable before increasing the marketing budget. And this is because when you run a small budget, Facebook takes that limited spend and it directs it to a micro audience. It is highly confident that it'll convert. Small budget, very efficient results. But as you scale, Facebook has to reach further and further outside of your most interested Prospects and start to pull in people
who are less interested, they're harder to convert, they're more expensive to reach and your costs are going to go up. Your results will get worse as you scale. That is just the natural economics of scaling past a smaller total addressable market. It's the economic principle of the law of diminishing returns applied to ads. And so every ad has an optimal spend where each dollar is working at maximum Efficiency, where every dollar past that point becomes less and less efficient. And there's no way of knowing exactly where that cliff is until you find it and I'll
demonstrate how you do so, but your metrics will tell you when you've gone too far. And sometimes when you do go too far, things become unprofitable. Pulling back that budget will stabilize results for you. Sometimes to be able to continue scaling an account as a whole, the total budget that you run requires a Bunch of new ads, or maybe a brand new angle, or maybe an offer change altogether that allows you to scale further. But if you're considering scaling and you aren't a 1,000% satisfied with your profit margins right now, first, you will suffer because
the profit margins are going to get worse, guaranteed. And I already spent a lot of time just now talking about all of the different hard work that is required to have success in the Meta Ads Manager and Finding what resonates with your audience. But despite all the stuff that actually does work, there is one, like 10-second trick, and I've seen it decrease costs as much as 20% across an entire ad account. Because what most people don't realize is that Facebook stores data on multiple levels. Stores it on the pixel level, which is your entire account,
stores it on the ad manager level, on some campaigns or ad sets on performance creative basis, and It stores data on the individual creative level. Like as it's shown on your phone when you're scrolling, there's information there. Every single ad that you launch is assigned a unique ad ID. So it's an identifier for everything about that ad. The creative, the copy, the where the link points to, and importantly, the engagement that has gotten on social media itself. What you see on the phone, how many comments, how many likes you have. And once you have An
ad that people are responding to, you can take that ad ID and use it across every single ad set that you want, that you have that ad running in. Or when you're relaunching the ad in a different campaign, you can copy and paste that same ID across multiple ad sets. So you save all of the likes, all of the comments, and the shares, they all pool together instead of splitting across a duplicate different assets that always reset the stats. So instead of having Two ads with 5,000 likes each and tons of ad spend that you
took to get there, you can have one ad showing 10,000 likes everywhere it runs. And the more social proof you have, the better the performance and the lower cost you'll get on that ad. And that's because Facebook prioritizes user experience. So, if they know your ad has better engagement than a competitor's, they're going to give that ad an edge in the auction process over all of the other Ads. And there are some ads that are like 2 years old on our accounts. And by no means are they up to our creative standards today, but they
still perform simply because the post itself, like the actual video, is now viral. And it has hundreds of comments, thousands, if not tens of thousands, of likes. And the only thing to be aware of with this strategy is once you commit to an existing post, nothing can change. So, you can't change the copy, you can't Change the headline, the thumbnail. Meaning, if you put a crazy guarantee in the post for your company and then you stop offering that guarantee, you can't just update the text a few months later. Like, you'd have to stop running that
ad and nuke that ad ID altogether. So, just take that into consideration when planning what you will say or offer in your ads. Sometimes, we take that into consideration being a little bit more vague on your offer or your deliverables Will be cheaper just because you can scale that ad for multiple more years. So, an example of this is we're considering offering a new deliverable to our service. But because it is new, because it is untested, because it's not proven, because we're not sure if 2 years from now we're still going to offer it, I
actually don't include it in all of my ads, just some that we use to test cuz I don't want all of my ads to potentially be completely useless 2 Years down the road. I'd rather find individual winners and continue allowing them to scale, potentially have them be a little bit more generic at the start. Now, I'm not going to walk through the technical steps here on how to like copy that ad ID since the Facebook interface could change tomorrow and make it completely useless. But a quick Google search or asking my team to do it
if you're working with my team should save you a good bit of money. Here's a quick Video on how not to get banned on Facebook. And it is a lot simpler than most people make it out to be. It is very scary though, so it's important and I wanted to address it. The golden rule here is to do exactly what Facebook says every single time. There's no loopholes, there's no grey areas, there's no room for interpretation in what Facebook says. It's black and white and honestly that's a very good thing cuz it makes the rules
easy to follow. There's also a Cheat sheet that I'll link down below this video, but ultimately it's on you to know any of the specific regulations for your niche, especially if you're in something that's highly regulated by independent third parties like if you're in health care, finance, or anything like that. Do your own due diligence. This is not me telling you what to do if you're in any of those highly regulated industries. So first you want to check your landing page. Make sure all of your Links work. If you have a broken link somewhere directly
from your ad, you could get your entire account banned. And Facebook will crawl your site and they're going to find that broken link before you do and then you could get in trouble for it. So always check before you launch. Over the years we've had almost 100 clients launch ads without telling us, without checking first, and then they end up with a broken link somewhere in the funnel and they get a Warning from Facebook or I think a couple even got shut down. And it's just one inconsiderate, incredibly risky, and it's wasting ad spend because
you didn't spend a simple two extra minutes running through your funnel. Please, always check the links before going live. Next, don't be misleading in your headline. Facebook crawls every page that you link to and so they'll see stupid stuff if you do it. But the headlines generally are the ones that get flagged the most. So in that headline, the very top of the page, the very big bold text that you have promising and whatever you're hoping to deliver on, you should not be promising things that you can't deliver on. So if you're in the franchise
space for example, if you sell people, you know, businesses in a box, something like "Make six figures a month with no experience" in your headline will get you shut down. Don't do that. And if you're concerned, you can move any Specific result that you have, any kind of income claims, any kind of guarantee language you have, you can move those into your video sales letter, which isn't as scrutinized, or further down on the page to where it's not the headline unless you're absolutely sure that headline is compliant. Next, your ad and your landing page need
to match. So, if your ad is about email marketing, your landing page better be about email marketing. And people running an ad for One thing and then landing people somewhere completely different is like an immediate ban from Facebook and there's no way to rectify it. Also, no instant redirects to other domains. So, if someone clicks your ad and get redirected to another website seconds later, Facebook considers that deceptive. You'll get banned. Now, in the actual ad creative, some things that you shouldn't do. No before and after photos. So, this is largely applies to Just the
fitness, weight loss, plastic surgery space. Side-by-side photos, like even with clothes on, you're going to get flagged. What you could do instead is put those as organic content because for some reason meta doesn't mind that as organic content at all. And then you can run a campaign to get new followers, but the images that you use to get new followers can be generic images. And then you get new followers with those generic images and then your entire Organic page has before and after photos. That's fine. That's a quick workaround there. No fake functionality on your
actual ads. So, don't put a fake play button on a static image. Don't flash images or artificially cut off your video so that people like you hack engagement and they try to rewatch it. Like Facebook knows. They'll shut you down for it. Don't do that. Obviously, no shocking, violent, graphic contents. No weapons, no tobacco, no explosive. Stay away from income claims entirely in the ad. Like don't say "Make six figures." Don't say "Close five-figure clients every day." Don't imply a specific earning result. Facebook flags those every single time and you're just going to have a
hard time. Like you might not get banned for that, but you're going to get your ads blocked and it's going to unnecessarily slow down your process. And if you follow this course and practice scripting, you're Not going to need those income claims anyways. You're going to be able to capture attention way better with organic sounding content. Next, don't assume personal attributes. So, Facebook is actually cracking down really hard on this in the last few years, especially in the health and fitness and finance space. So, don't use words like you in your hook. For example, you
shouldn't say things like if you are over 200 lbs or if your credit score is under 500. Anything that calls someone out based on how they look, what they earn, their financial situation, all of that is off-limits. Instead, what you can talk about is how we help service-based business owners scale their business with social media, implying that if you are a service-based business owner, we can help you. Or you can say, "My clients on average drop a pant size in 30 days." Or "Our clients increased their credit score by 200 points after 90 days." So
again, targeting the same exact people but just doing it so compliantly. Also, no swearing in your ads. Even if it is part of your brand voice, it is going to get limited by Facebook. You're just going to waste money advertising ads that aren't getting distributed properly. Spell everything correctly. If you have ads, any kind of intentional spelling to be able to bait comments in your ads specifically is going to get flagged. For some reason, that's fine on organic. On ads, they crack down on for you. And then on the account and admin side, when you're
setting up your account, you want to fill out your business page completely. So, the business name, location, about section, use a real profile picture. Any kind of blank page that you try to run ads with or like a grainy photo will get your ad account disabled before it even gets started. It's really crazy how picky they are About that. Next, you probably should post organic content regularly on your page. An empty business page is also kind of a red flag for Facebook and usually just takes a lot longer to fix problems with. You should absolutely
also get your page verified. Do that first. Few dollars a month to be able to have just a little bit more consideration from Facebook. Absolutely a no-brainer. You should also set up two-factor authentication. Speed around Here, you should also use one personal profile. If you have multiple profiles, it makes Facebook think that you're not a real person or a real business. So, just focus to one and running ads out of one. Set up two payment methods when you're setting up payment methods and get them on auto pay. So, if one payment declines, especially early on
when you're scaling an account, it is one of the fastest ways to actually get an account shut down is to have payments Start failing cuz Facebook thinks there's you're stealing from them. So, use two credit cards, set them up on auto-pay, and then I even called my banks before I started to spend. Like, I physically called Chase Bank and American Express and said, "If you decline this card, I will stop doing business with you." And it completely eliminated the problem. It sounds like a crazy thing to do, but when you call and telling them that,
like the entire Account that I have with Chase Bank, the entire account that I have with American Express hinges on them not declining Facebook charges, they won't decline Facebook charges. Next, you want to season your ad account, so when you open a brand new one, you'll have a daily spending cap often it's like 50 to 100 bucks a day. You can't bypass this, but it really limits your ability to scale. So, what you can do is spend that limit every single day on approved ads to Build trust with Facebook, and then gradually raise that threshold.
We wasted a whole bunch of time early on trying to scale our ads, but we couldn't because we were limited in daily budget. So, if you plan on running ads next month or maybe next quarter, at least open your account, get it set up, and start running a low daily budget so you can season your account, build trust with Facebook, have recurring charges go through on your card every single day, And show Facebook that you are here for the long haul. Next, you should also add a terms and service and privacy policy to your website,
both linked at the very bottom of the footer of your funnel. This is required by Facebook. There's plenty of free boilerplate versions, just Google it. And with those you should be on your way to being compliant with Facebook. By the way, if you made it through the whole thing, woah. It's a crazy amount of stuff that you made it Through. Congratulations, but there's even more stuff that you haven't yet made it through because you're not watching this in the actual school group that we got. It's down in the description below, it's free. Get this that
you just watched, which you don't need anymore cuz you've already seen it, but a whole bunch of other stuff that you haven't seen yet, and attachments, and docs to be able to go through this stuff, uh resources, Uh software that will literally write your scripts for you so that you don't have to do that when trying to run ads as well. Yeah. It's It's down in the description. It's free, so there you go. Um I'm out again one more time.
