The Complete 2026 Meta Ads Blueprint COURSE

0:00Last month we turned a million dollars

0:01in ad spend into multiple millions of

0:04dollars of revenue for our business. And

0:06on top of doing this ourselves, we

0:08actually also see what happens every

0:09single day in hundreds of client

0:12accounts. So, relative to most other

0:13people talking about advertising on the

0:15internet, we have a lot of context. And

0:17my goal is to shortcut years of learning

0:20and millions of dollars of ad spend that

0:21it took for us to get here and just tell

0:23you exactly what works right now rather

0:26than what worked years ago, which is

0:27what most season media buyers still rely

0:30on. So, whether you're trying to scale

0:31from zero to over a million dollars per

0:33month in revenue in under a year, just

0:36like we did, or if you just want to stop

0:37wasting money on ads that don't actually

0:39convert, this will hopefully get you one

0:41step closer. Because after scaling a

0:42massive company myself and helping

0:44hundreds of clients do the same, I

0:45believe one of the most powerful skills

0:47in business is being able to just buy

0:49more clients whenever you need them.

0:51Now, this course won't have any

0:52technical tutorials on setting up your

0:54business manager or pixels or

0:57retargeting audiences. The back end of

1:00all of that stuff changes often enough

1:01that a video filmed today is probably

1:02going to be outdated tomorrow. But,

1:03Facebook has great documentation on this

1:06and if you're working with my team, of

1:07course, they're just going to handle all

1:08of that technical setup for you.

1:09Instead, what this aims to be is

1:11everything else that you won't find on

1:14the internet with a quick Google search.

1:16Because very few people have profitably

1:18scaled a company to several million

1:20dollars a month using both paid and

1:23organic working together. And as far as

1:25I'm aware, no other company at that

1:27level is willing to be this open about

1:29what is actually working right now. But,

1:32before I show you how exactly we run the

1:35ads that work so well, there's one thing

1:37that I want to discuss that kills

1:39campaigns before they even start. And it

1:41has nothing to do with targeting or

1:42budget or the creative that you're

1:44actually running. Most businesses that

1:46fail at running ads blame all of those

1:48things, but the real problem is almost

1:51always the offer. Because what converts

1:53your warm audience, that amazing offer

1:55that works on referrals or past clients

1:59or people that already know, like, and

2:00trust you. Stuff that your grandma would

2:02buy. That rarely works for strangers

2:05seeing you for the very first time from

2:07a cold ad. But, if you can figure out

2:09how to present your offer to a cold

2:11audiences, your business essentially

2:13becomes infinitely scalable. You can

2:15literally buy as many customers as you

2:17want. And the fastest way to nail the

2:19offer and have it work on a cold

2:21audience is just to model what's already

2:22working in your industry. And I know

2:23what you're thinking, like, "Won't I

2:25just look like everyone else doing the

2:27same exact thing?" No, because the

2:29companies doing millions of dollars a

2:31month selling something similar to what

2:33you have or what you want to sell have

2:35already spent millions of dollars

2:36testing what cold traffic already wants.

2:39They found proven demand and they've

2:41created their offer around it. So, your

2:43job isn't to reinvent everything from

2:45scratch, it's just to understand what

2:47worked for someone else and then be able

2:49to make it your own. Originality,

2:51especially on cold traffic, is extremely

2:53expensive. But, modeling a clear winner

2:56is very smart. And every single week on

2:58on client calls, I hear the same thing,

2:59like, "We're still refining our offer.

3:00We're still pivoting the offer, figuring

3:02out deliverables." Stop. If that's you,

3:04stop right now. Now, to be successful

3:06with ads, on Meta specifically, you have

3:08to understand that Meta, I'll call it

3:10Facebook, has three priorities. The

3:12first priority is user experience. The

3:14platform is not built for you, the

3:16advertiser. It is built for its users.

3:18And so, Facebook's entire business model

3:20depends on people scrolling and watching

3:24and then coming back to do the same

3:25thing later today. And they will do

3:26whatever it takes to protect that. And

3:28what this means practically is that

3:30Facebook rewards ads that people

3:32actually want to watch and punishes

3:34everything else. So, better creatives

3:36that people want to watch will mean

3:37lower costs per click, lower cost per

3:39lead, more reach with the ad spend that

3:42you do spend, whereas worse creatives

3:43means that you're paying a premium to

3:45interrupt people scrolling who don't

3:47even want to see you. And this is why

3:49clickbait hooks and lazy, like,

3:51AI-generated images and poorly edited

3:54videos, kill your efficiency. They

3:56convert terribly as ads, and they're

3:58extremely expensive to run, even if your

4:00targeting, and your messaging, and your

4:02offer are perfect. And the single best

4:04thing that you can do when making an ad

4:06is make the ad worth watching on its

4:09own. Make content so good that people

4:11wouldn't skip over it even if they knew

4:13it was an ad. Think about the Super Bowl

4:14commercials. People look forward to

4:16those, and they watch them voluntarily

4:18because they are generally well-made

4:20commercials. And when you can do that,

4:22Facebook becomes your partner in this.

4:24And if you think about a perfect social

4:26media platform, it would have no ads.

4:28So, if your ads don't look like ads, if

4:30they look like content, the platform

4:32would love promoting your stuff.

4:34Otherwise, if you make stuff that

4:35blatantly looks like an ad, you are

4:36fighting the platform every single

4:38dollar you spend, and it'll be very

4:40expensive for you. And mastering this

4:42organic ad strategy is going to be the

4:44core focus of this course because it is

4:46the single most important thing in

4:48scaling ads.

4:48>> This is your mid-course interruption

4:50announcement. You're only going to get

4:52one of these, and it's that this course

4:55is only a small baby part of the entire

4:59big old thing that we got down in the

5:00description. If you click down below,

5:02it's on school. It is the Viral Coach

5:04Masterclass. It's got this entire

5:06Masterclass, plus a whole bunch of

5:08assets that come with it, plus a whole

5:10bunch of other masterclasses on how we

5:13built up our business, and software, and

5:15downloadable stuff, and I don't even

5:18know why I need to keep listing things

5:20for you. You should just trust me by

5:21now. You're watching the video, just

5:22believe me. Take my word for it. Click

5:24down the link below, join the group, and

5:26then get access to all of the other

5:28extra stuff. Am I missing anything?

5:30>> It's free.

5:31>> Oh, it's free. Holy smokes.

5:35All right.

5:39Still here, huh?

5:41All right. Well, I'll let you just watch

5:44it here, then.

5:46Now, my number two priority, after its

5:47viewers, is generating income from Meta

5:50with advertising. Last year, 98% of

5:52their revenue came from running ads on

5:54their apps like Facebook and Instagram.

5:57And their third priority, after their

5:59viewers and making money, is advertiser

6:02success. So, we are an afterthought, but

6:04they do want us to be somewhat

6:05profitable so that we at least keep

6:07spending more money with them because if

6:09running Facebook ads wasn't profitable

6:10for anyone, no one would keep paying

6:12Facebook their $200

6:15per year, and the entire Meta business

6:17would go under. They don't want that, so

6:18they have to at least have some of us

6:20continuing to come back and paying them

6:22every single month. And so, with those

6:23three incentives understood, let's talk

6:25about making the most profitable ads

6:27possible. In the last few years,

6:29marketing on Facebook has actually

6:30changed a lot. The biggest shift that's

6:32happened is that creative, the actual

6:34video, is now the most important part of

6:36the entire strategy. And that's the

6:38asset that you upload, whether it is a

6:39video or a still image or a carousel or

6:42a dozen of other variations of media

6:44that you can run as the actual ad. But,

6:46what you run as an ad is way more

6:48important. This is where 90% of your

6:49focus should go. Not the audience

6:51targeting, not the color that you use on

6:54your ad or your landing page, not a

6:56million different split tests. Just make

6:58sure you have a very good creative,

7:00something that is worth watching whether

7:01you put money behind it or not. Because

7:03if your ads aren't good, none of the

7:05other stuff like targeting is actually

7:06going to save you. And I say this from

7:07experience because when we first started

7:09running ads, I really didn't know what I

7:11was doing on the media buying side. I

7:13had terrible landing pages. I had never

7:14run Facebook ads. The campaign setups

7:16were like super messy. The tracking The

7:18tracking hardly worked. All the split

7:20testing I did was like inconclusive, and

7:22we still won. And what actually saved us

7:24and really allowed us to scale from zero

7:26to a million dollars per month in

7:29revenue in under a year was that we

7:31already knew how to make content. I had

7:33millions of followers on social media. I

7:34knew what good organic content looked

7:36like. We had made ads for brands like

7:38PayPal, Amazon, Dr. Pepper. Like, I was

7:40in the ad. I wrote the script. I filmed

7:42the video, and then I gave it to those

7:43massive brands, some of the biggest

7:45brands in the world. If I didn't have

7:47that experience, I definitely, honestly,

7:49would have gone out of business. And

7:50that is how much it matters to nail the

7:52creative. The ad is the very first

7:54touchpoint that a prospect has with your

7:56business. Before they see your funnel,

7:58before they watch your VSL, before the

8:00automations, before your emails, before

8:02the checkout page, before any of that

8:03stuff, it is the ad. So, if you are

8:05half-baking the ad and spending hours

8:08optimizing everything else, you're

8:10completely backwards. And the ad that

8:11you make has to accomplish a few things.

8:14For our business, a service-based

8:15business that's working one-on-one with

8:17business owners to improve their social

8:18media marketing, we knew that our ads

8:20specifically had to do three things.

8:22First, give a cold audience a very clear

8:24picture of what we do. So, we have to

8:27demonstrate a high level of social proof

8:29and look professional on social media.

8:31Because we sell social media marketing,

8:33like our content on social media has to

8:35look better than everyone else's. We

8:37couldn't show up with mediocre ads and

8:38expect people to hire us to make

8:40content. Like, the ad had to be the

8:41proof itself. And so, this created an

8:44incredibly high standard for us. It's

8:46actually one of the reasons why I think

8:47our ads have been so incredibly

8:49profitable. It's We don't put out

8:50anything that looks bad. Whereas, most

8:53other marketing agencies can't afford to

8:55run ads themselves at all and have to

8:57scale through word of mouth and

8:58referrals because despite knowing all

9:00the back-end targeting, campaign setups,

9:03and automations, they can't nail a good

9:06ad. Now, not all industries, like ours

9:08in marketing, are as competitive. So,

9:11your specific goals might look a little

9:12different, but the principle with what

9:14you need to accomplish in the ad stays

9:15the same. Your ad needs to be some of

9:17the highest-quality content that your

9:19company puts out. It can't be an

9:20afterthought. It needs to earn attention

9:23from your audience, establish

9:24credibility really quickly before anyone

9:26clicks anything. And to do that is

9:28incredibly difficult. The formats and

9:30the variables that you use are always

9:31different. We'll get into specifics in a

9:33little bit. But, after seeing an ad, a

9:35complete stranger should know exactly

9:36what you do, how you can help them, and

9:39have a reason to believe you. And this

9:41is why before you spend any money on

9:43testing creatives and ads, we always

9:45recommend that you post content

9:46organically on social media first. It is

9:48a free way to test which hooks get

9:51views, which topics that you talk about

9:53actually drive engagement and are

9:55interesting to your audience, which

9:56formats people watch to the end to where

9:59you're going to have your CTA in an

10:00actual ad. And our most profitable ads

10:03have gone through all of that testing.

10:05actually start as ads. Our most

10:06profitable ads started as organic posts.

10:09They outperformed everything else. They

10:10had higher engagement rates, higher view

10:12rates. And when you find something that

10:13resonates without paying for

10:15distribution because you've done your

10:16testing completely for free, you don't

10:18have to have a testing budget. You can

10:19then put budget behind it and let

10:21Facebook do all the rest of the winning

10:23for you. So, my recommendation for

10:25almost everyone is to build a creative

10:26library first for free and then run ads

10:29from a position of already knowing what

10:31works. That'll always be the highest ROI

10:33to scale ads in the big picture. But the

10:35fastest way to scale ads comes from

10:36modeling successful formats. So, 5

10:38minutes of market research here that we

10:40can do will shortcut you months of

10:42organic testing for you right out the

10:43gate. You can see exactly what your

10:45competitors are running for ads by going

10:46to the Facebook ads library, which we'll

10:49do really quick. So, we're going to go

10:50Facebook

10:52ads library. It's this very top one

10:55here. And we're going to look at all of

10:58the ads. Now, once you're in here,

10:59you're going to want to search up some

11:00of your competitors and not necessarily

11:02by their business name. Like if you look

11:04up Viral Coach, nothing shows up. But

11:06you're going to look them up by their

11:07Facebook page name. For example, I go

11:09under Daniel Iles. And then here is my

11:12report on the Meta Ads Library showing

11:15590

11:17active ads. And you can just scroll

11:19through and see all of the ads that I'm

11:21running right now. So, if you were one

11:23of my competitors, this would give you

11:24an incredible amount of clarity into

11:26what is working for me right now on the

11:28ad side. You can literally copy all of

11:31my stuff. And not only the video ads,

11:33which you can actually watch, but also

11:35the headlines I use, all of the copy

11:37here, you can read through and copy it

11:39word for word, as well as look at the

11:40landing pages that I'm sending this

11:42traffic to for every single ad that

11:44every single competitor of yours is

11:46running. And one of the most important

11:47things that you can pay attention to of

11:49all of these is when that ad started

11:51running. So, you can scroll through all

11:53of these here and see that some of these

11:55ads have been on since early December

11:57for me. Why would I leave an ad on for

12:00multiple months in a row? Well, it's

12:02definitely not because it's bad. If a

12:03competitor of yours has the same ad

12:05running for multiple months straight, 6

12:07months, a year, what that means is it's

12:08a winning angle. And that's why they

12:10keep spending money on it is because

12:12it's successful over a long period of

12:13time. So, when you find these ads that

12:15have been running for long periods of

12:17time, study them. Who is in the video?

12:19What does it look like? Is it a

12:21professional TV commercial or is it

12:23organic social media friendly? You can

12:24look at all these different parts of the

12:25ad and understand that you are looking

12:27at a creative that probably has tens of

12:29thousands, if not hundreds of thousands.

12:31In our case, with this ad specifically,

12:32almost a million dollars in budget

12:35behind it, proving that it works. This

12:37is testing that your competitor paid for

12:39so that you don't have to. It's a proven

12:42creative, model it. And before you move

12:44on to the next video here, please do

12:46this as a quick exercise. Look up just

12:48one competitor and one of their ads

12:50that's been running for a long time.

12:51Look at the headline, which is this

12:52little bit of text right here that shows

12:54up in most placements. Just skim the

12:56copy. You don't even have to read all of

12:58it. What are some of the big words that

12:59stand out to you here? And then just

13:01watch the video all the way through one

13:04time. Just be aware of what you are

13:06competing against. Understand the video.

13:09How would you remake the ad to

13:11potentially be even better? And then you

13:12can even go and copy the link to this ad

13:15and save it for later so that you can

13:17remake that ad in your own style after

13:20going through the rest of these videos.

13:22This market research will become your

13:24creative foundation. You can combine

13:26elements from different parts of ads in

13:28the ad library. You can make slight

13:30tweaks to them, build your own dozen

13:33different angles of ads and copy that

13:35are already proven to work because

13:37someone else has spent millions of

13:39dollars testing them. Now, before we get

13:40into making your ads, I wanted to share

13:42something important about how Meta

13:43actually distributes these ads because

13:45it changes everything about how you

13:46write your scripts, what you include in

13:48the visual elements. A few years ago,

13:49Facebook got into serious trouble for

13:52how advanced their targeting had become.

13:54Consumers were upset that the Facebook

13:55knew more about them than they knew

13:57about themselves. And since users,

13:59again, on that hierarchy of priority,

14:01the users come first, Facebook knew that

14:03they had to do something about it. But

14:04the targeting was working really well.

14:06>> [laughter]

14:06>> And for Facebook and advertisers, which

14:08are their second and third highest

14:10priorities, they were making a lot of

14:11money. So, they couldn't just kill this

14:13hyper-specific targeting. So, instead of

14:16admitting that the targeting was

14:17insanely good and that they were going

14:19to get rid of it, they just stopped

14:20updating the public-facing targeting

14:22options. But they secretly kept

14:24developing a more powerful targeting

14:26behind the scenes. And so, it's just not

14:28visible to advertisers or users anymore,

14:31so they can't get in trouble for it, but

14:32it absolutely still exists. For example,

14:35the interest and demographic options

14:36that you see in the ads manager, those

14:39are years old by the time that you're

14:41watching this video. And they're still

14:42there, they're legacy items, but they're

14:44not being updated and they're not really

14:45relevant. However, their new Andromeda

14:47update is a thousand times more

14:50powerful. So, instead of you selecting

14:52an audience, Meta's AI figures out the

14:55audience for you, not even based on your

14:56offer or your business, but based on the

14:58individual ad, better than you ever

15:01could. And it's specifically based on

15:02the context that you have in the ad. And

15:04we call this contextual targeting. And

15:06knowing how this works is kind of the

15:08hack, if you will. So, here's a very

15:10simple example. If you have a B2B offer

15:11and you want to reach people who own

15:13businesses and potentially you think of

15:15targeting people that follow Alex

15:17Hormozi because he's got a large

15:19business audience. You can't target his

15:20followers directly in the ads manager

15:22like that option doesn't exist. But, if

15:24you mention business leaders such as

15:26Hermosi are doubling down on content in

15:28your actual ad, like if you add that

15:30those lines in the script, Facebook

15:31knows who to show your ad to. They show

15:34the ad to people who have some kind of

15:36context for what you just said. The

15:38words you say, the graphics you use, the

15:40other parts of your video or content are

15:43doing the targeting for you, and it's

15:45scary good. And this is one of the main

15:46reasons why video ads outperform image

15:48ads for most businesses, especially with

15:50the new update. Facebook gets far more

15:52contextual information from a video.

15:54There's more words, there's more

15:55signals, more data, who you're speaking

15:57to is better defined, and it uses all of

15:59that to find the right audience. So, the

16:01richer your script in your ad, the

16:03better Facebook actually matches it to

16:05the right people. And it's also why

16:06having a very clear, specific script

16:09that speaks directly to your target

16:11audience isn't just good practice, it's

16:12kind of the only way that you can target

16:15people with Facebook ads anymore. So,

16:16use words that your customers use. For

16:18example, one of our clients filmed an ad

16:19that called out, "If you're a home

16:21service-based business owner with less

16:23than five employees." And it worked

16:25fine, but we, knowing that contextual

16:28targeting is important, asked him to

16:29swap out a few of those words for some

16:30slang. And so, he made a second

16:32variation of the ad saying, "If you are

16:34a one-truck Chuck." The one-truck

16:36implying they don't have large

16:38operation, and the Chuck being like a

16:39dude. So, that that's the slang that the

16:41plumbers use, I guess. And his cost per

16:43lead on that second ad was like 20%

16:46lower. And so, if your ad is vague, if

16:48you're talking to general people,

16:51Facebook actually has so many people to

16:53target that it can't figure out which

16:54ones are the likeliest to convert. But,

16:56if you give them something very

16:57specific, if you use the type of

16:58language your actual customers are used

17:00to hearing, Facebook has way more ammo

17:02to be able to do the heavy lifting and

17:04get you far cheaper, far higher quality

17:06leads. And this is honestly where most

17:08advertisers go wrong. They spend hours

17:09building out 50 ad sets with slightly

17:12different audiences. Business owner, 20

17:15to 30, 30 to 50, website owner or not.

17:17That is the wrong place to put the

17:18energy. If the audiences you built in

17:20Facebook aren't performing, the problem

17:21is almost never the manual targeting

17:23that you're doing anymore. That is like

17:25decade-old guidance on Facebook. It is

17:27either the creative not getting cheap

17:29enough leads because you didn't do a

17:30good enough job or the offer not

17:32converting a high enough percentage of

17:34the leads that you do get. And that's

17:35not saying that you should just like

17:36throw your hands up and let Facebook do

17:38whatever you want with your ads because

17:40this is still a newer process for

17:41Facebook. As of 2026, you will need to

17:44have a lot of manual controls on budget

17:46specifically behind the ads, but you're

17:48not going to do that through audience

17:49targeting. We'll get into what you

17:51should mess with a little bit later, but

17:52it does matter way less than the actual

17:54creative that you're making. So, we're

17:55going to start there first. Now,

17:56learning how to script ads, in my

17:58opinion, is one of the highest leverage

17:59skills you can learn as an entrepreneur.

18:01When Viral Coach won the School Games a

18:03couple years ago, we went out to meet

18:05Sam ovens, the owner of the School

18:06platform, and Alex Hermosi, who arguably

18:08became a billionaire thanks to his

18:09social media, how they write all of

18:12their content. And they have thousands

18:14of ads running, and of course Hermosi is

18:16well-known for being like the king of

18:18organic in the business space. And Alex

18:20specifically told us that every single

18:22piece of copy, every ad, every email,

18:25everything that they put out under his

18:27brand comes from him. His specific words

18:30were, "If you ever see anything written

18:31from acquisition.com or me, I wrote it.

18:35Everything." And so, here's a guy worth

18:36a billion bucks running a portfolio

18:38doing 250 million a year, and he still

18:41writes every single thing himself. And

18:43that should tell you something about how

18:44important this task actually is. You

18:46can't fully outsource your face and your

18:47voice. A copywriter or AI that like that

18:50can help you brainstorm, but they cannot

18:52build the trust that converts strangers

18:54into clients. And if they could, they'd

18:56just do it themselves. The truth is only

18:57you can do that. And the best people in

18:59the space, the best people, they don't

19:01take those shortcuts because they know

19:03it's more expensive in the long run. And

19:05despite saying this exact thing to every

19:07client we work with, I still have people

19:09who think their version of Chat GPT is

19:11smarter than everyone else's. Or maybe

19:12they just don't take me seriously. So, I

19:14will tell you right now, if that is you,

19:15you will lose in content. And the

19:17competitor who's going to take your

19:18lunch will do so by actually caring

19:21about what their ads look like, by

19:22scripting them out themselves, by being

19:23highly involved in the most important

19:26part of the business, which is making

19:27money. And that is my anti-outsource

19:29every brain cell to AI spiel. You can

19:32take it, or you can lose. Either way,

19:34let's get into the actual scripting. So,

19:35here's the framework that we recommend

19:37for scripting direct response ads, ads

19:38where the goal is not just to create

19:40general awareness, but actually convert

19:42audiences into revenue. And you can

19:43think about this as a flexible

19:44guideline. We kind of mix and match

19:46depending on the angle, but the core

19:48sections are always the same. You start

19:50with the hook. The hook doesn't have to

19:51be a direct callout like, "Local service

19:53businesses, if you want to be 10x more

19:55profitable, listen up." Those work, but

19:57they're often not the best because they

19:59sound like an ad. They don't sound

20:00organic. What works better for us is

20:02calling out a behavior instead of a

20:03demographic. So, rather than saying,

20:05"Business owners" as the hook, we

20:07usually describe what business owners

20:08do. So, one of our best-performing hooks

20:10is, "If you're struggling to write,

20:12film, edit, and post all of your content

20:14by yourself, here's exactly what we do."

20:16So, we never say business owners, but

20:18every business owner who sees that ad

20:19immediately thinks that we're talking to

20:21them because we just described in great

20:22detail what they do when they're trying

20:24to make content. It's the same as the

20:26one truck chuck example. It doesn't feel

20:28like a commercial on TV because it's

20:30very organic, but it's more like what

20:31someone would say in real life. And

20:33that's the goal for an organic-sounding

20:34ad is you want it to be relatable more

20:36than you want it to sound super

20:37professional to put your best foot

20:39forward. Another one that works really

20:40well for us is the biggest names in the

20:41space, Alex Hormozi, Grant Cardone, Gary

20:44V. They don't run the day-to-day of

20:45their business. They spend most of their

20:47time, in a week, in front of a camera.

20:49So, no direct callout to business

20:50owners, but we are describing a behavior

20:52that our target audience recognizes. And

20:54we're using contextual targeting. So,

20:57mentioning all those names, Grant

20:58Cardone, Gary V, means Facebook shows

21:00the ad to people who recognize those

21:02names, and follow those people, and

21:04those people are almost always business

21:05owners. So, making sure to call out the

21:07ideal audience in some way in the hook

21:09of the ad both improves deliverability

21:11for Facebook, but also gets the

21:12audience's attention because you're

21:13speaking their language, gets them to

21:15stop scrolling and give you just

21:16permission to watch a few more seconds

21:19of your video. The second thing we like

21:20to have in an ad is the mechanism, and

21:22this is where most people struggle in

21:23creating the ad or or finding the right

21:26thing, but is extremely important to get

21:28right. So, every ad that you make has to

21:30have a clear result, the outcome that

21:32you're promising. For us, it's to get

21:34all of your content done in a month or

21:35get our million view guarantee. For a

21:37fitness offer, it could be drop a dress

21:39size in 30 days. For a marketing offer,

21:41we'll run your ads with more profit than

21:44you have now, for example. But, the

21:45result that you're promising is not

21:47enough. You need the mechanism, which is

21:50the how that you actually will deliver

21:52on it. Because anyone can say something,

21:54but showing how you're going to do that,

21:56how you're going to deliver on it

21:57creates trust and proves that you have a

22:00method of delivering on it. Because

22:01across hundreds of companies and

22:03thousands of sales calls, the number one

22:04reason our prospects coming from cold

22:06traffic choose not to buy on the sales

22:09call, the single objection worded in a

22:11million different ways, is that they

22:12don't have a clear picture of how the

22:14offer is actually going to work for

22:15them. And the same is probably true for

22:16you. You can have a crazy promise, but

22:19if it doesn't fit into your prospect's

22:21narrative of how it could work for them,

22:24it doesn't matter how crazy the promise

22:25is because they don't believe it. And

22:27so, the framework that I use to create

22:28this narrative or like this mechanism,

22:30if you can call it, is what I call the

22:31first, next, then framework. So, three

22:34steps: first, next, then. Here's what it

22:35looks like for a fitness offer. First,

22:37we help you plan simple meals every

22:39single week. So, you get shopping lists,

22:41recipes, you don't have to do any

22:42guessing about what you're going to eat,

22:43got it planned out for you. Next, we

22:45plan all of your workouts and coach you

22:47through them live on call, so you always

22:49know what to do and how to do it, and

22:50you have someone keeping you

22:51accountable. Then, at the end of every

22:53single week, we sit down together,

22:55review your progress, customize the

22:57program based on how things are going

22:59for you. That's it. So, you've walked

23:00the prospects through exactly what

23:02working with you looks like first, next,

23:04then. You don't need all three steps

23:06every single time. Sometimes two steps

23:07work. Sometimes you can go really deep

23:09explaining just one if you're making an

23:10ad that's generally supposed to retarget

23:13the existing audience that have seen you

23:14before, but the goal is always the same.

23:15By the end of this section, the prospect

23:18should be able to visualize the process

23:19and see it working for themselves. So,

23:21not just a promise that you're making,

23:23but them having an understanding of how

23:25you're going to deliver it. The third

23:26thing we try to include is not just

23:28showing how we would deliver it for that

23:31prospect specifically, but showing that

23:32we've already done it for a whole bunch

23:34of other people. So, generally we want

23:35to keep this testimonial section tight.

23:37Like you don't need 50 testimonials in

23:38every single ad. That's what your VSL

23:40and landing page is for. But just one or

23:42two specific, believable results is

23:45enough. Something like, "We helped

23:46clients like Jack and Lisa each drop

23:48three pants sizes in 90 days and have

23:50more energy for their family." Specific

23:52names, specific outcomes. Save the rest

23:54of the really in-depth proof for later

23:56in your funnel where it'll do more work

23:58or potentially on a sales call can take

24:00people through a very specific case

24:02study that only applies to them and is

24:04highly detailed. But you want to include

24:06at least something in your direct ads so

24:09that people believe that you have done

24:10this before. And then at the very end of

24:12the ad, we want to have one call to

24:14action, one CTA. You don't want to give

24:16people a bunch of different options.

24:18"Email me, DM me, call me, whatever."

24:20Don't try to be clever with it. Just

24:21tell them one thing to do next. Click

24:24the button. And specifically a few that

24:25work well for us is, "Click below and

24:27I'll show you how to get started."

24:28Another one is, "If this sounds even

24:30remotely interesting, I'll show you

24:31exactly how it works. Just click the

24:32button." So, short, one instruction,

24:35that's it. Make it very easy for them to

24:36take the next step and understand what

24:38that looks like. And then once you've

24:39drafted all of your scripts following

24:41that framework, go back through and

24:43confirm that each of those four elements

24:46are there. Does it have a good hook to

24:47get their attention and to stop them

24:49from scrolling? Does it have a mechanism

24:51where the prospect can not only see that

24:53you're going to deliver something for

24:54them, but understand how it would be

24:56delivered for them? Show proof that

24:58you're able to deliver on this for other

24:59people. And then at the very end, did

25:01you tell the prospect what the next step

25:04to getting this kind of result for

25:05themselves actually is? Now, when

25:06writing your script, you will also want

25:08to write a headline and what's called

25:10body copy for the ad at the same time.

25:12This is one additional step to

25:13advertising on Facebook, but lucky for

25:15you, the primary copy and the headline

25:17matters a lot less than most people

25:18think. And if you do it right one time,

25:20it can be reused on almost all of your

25:22ads. So, we've been running the same one

25:25or two headlines and body copies for

25:29like the last $5 million in ad spend.

25:32So, we almost never change it. It's a

25:33very small consideration in our

25:35marketing strategy. And back when we did

25:37put serious money into testing different

25:39variations of copy, different variations

25:40of headlines, there was never really a

25:42statistically significant difference in

25:44results. And the reason for that is very

25:45simple. Meta is prioritizing the actual

25:47asset, the video. So, if your video is

25:50strong, the copy around it is mostly

25:52just decoration that very few people

25:53read. So, spend 90 5% of your effort on

25:55the video, the other 5% on the copy is

25:58all you need. The one exception to that

26:00is image ads. So, without a video doing

26:02a lot of the heavy lifting,

26:03communicating your offer, contextual

26:04targeting, an image will require a lot

26:06more and ideally a lot better copy and

26:09headline to be able to do most of the

26:11selling for you. But across hundreds of

26:13client accounts, video assets actually

26:15outperform images in almost every case

26:18and usually by a significant margin.

26:20Because a great video creative can run

26:21millions of dollars before it fatigues,

26:23whereas images generally burn out

26:25faster, they require more constant

26:27refreshes, and every single platform is

26:29prioritizing short-form video right now

26:31because that's what the consumers, which

26:32is their first priority, want to watch.

26:35So, remember, we have to work with the

26:36platform, deliver what the viewers want

26:38to see, which right now is short-form

26:39video. So, your ads go further when

26:41you're working with a platform, not

26:43against it. But, let's talk about how to

26:44write that primary copy. So, starting

26:47with your competitor research, which you

26:48should do in the ads library as covered

26:52earlier, the same research applies here.

26:54So, how are your competitors framing the

26:56problem that they have? What does their

26:57copy look like? What are their headlines

26:59saying? For example, ours right here is

27:01our highest converting landing page

27:03copy. 1 million views or you don't pay.

27:04Find what's working, adapt it for your

27:06offer. Keep the total copy that you see

27:09here relatively short, having multiple

27:11different spaces, so it's not a massive

27:14wall of text that is very scary to read

27:16cuz it's never going to get read, but

27:17rather breaking it up paragraph by

27:18paragraph one sentence at a time. And

27:20then really just having your highest

27:22converting bits of text here. And if it

27:24takes more than one or two scrolls to

27:25read, it's probably way too long. State

27:27the problem that your audience is

27:29experiencing and then offer a very clear

27:32solution for that. That's it. So, a real

27:34example, our copy here, I've been

27:35running the same copy for 6 months at

27:37least. Here's why each part works. So,

27:39we open with, "You know you should be

27:40doing social media, but there is a

27:42million different platforms, strategies,

27:45tricks, and the guys that are spending a

27:47lot of money on content have a massive

27:49team to support them." Which means

27:50they're difficult to compete with. We

27:51start here because we know, after

27:53thousands of sales calls, this is

27:54exactly what our prospects are thinking.

27:56Is social media is intimidating, there's

27:58a lot of different things to do, and I

27:59don't have a massive budget for it.

28:01Almost every business owner who gets on

28:02a call with us says some version of

28:04this. "I know I should be posting, I

28:06just don't know where to start." So,

28:07we're not telling them something new

28:08here. Like we're just aligning with the

28:11perception of the problem that they

28:12already have so that they feel

28:14understood. Next, we deliver the

28:16solution. "But with the right systems,

28:17you can delegate your content so you can

28:18just sit down and film every single week

28:20without experience making content or

28:22even knowing what good editing looks

28:24like or hiring a massive team or

28:25spending as much as the big guys. Just

28:27sit down and film once a week with our

28:29team, millions of followers of

28:31experience, and the experts handle the

28:32rest." We hit specific pain points of

28:34things that they don't want to

28:35experience and let them know that our

28:37solution does not require those. Our

28:39prospects also generally don't want to

28:41be tied to an agency for the rest of

28:43their life. Like they're business

28:44owners, they're economical, they they to

28:45take things in house. So, we also have

28:47the angle here that we're not an agency.

28:49Once the systems are in place, you don't

28:50have to be reliant on us for a monthly

28:52retainer indefinitely. And then we also

28:54add a little note here that the

28:55implementation is always custom, but the

28:57results are guaranteed. So, appealing to

28:59the idea that like no canned approach,

29:01no course, no book is going to make them

29:04a millionaire that is super rich and

29:06famous on social media, but a customized

29:08approach specifically is the only thing

29:10that we offer. And we use these words

29:12because this is already what's in the

29:14prospect's head. Like this is what they

29:15think they need. After thousands of

29:18sales calls of experience, this is what

29:19they've told us they want. We've based

29:21our offer around what we know the market

29:24wants. And in summary, the entire copy

29:26is what we do is different and better

29:29than what they've tried before. And then

29:30we hit them with the close here, click

29:33the link below to learn more. So, we

29:34have that CTA in the copy as well.

29:35Nothing complicated. Really, you want to

29:37keep this copy simple. You want to make

29:39it easy to read. Don't try to be clever.

29:40Try to be clear with what you're saying.

29:42And remember, the video does most of the

29:44heavy lifting anyways. So, once you make

29:46an ad, the next step is to build on it

29:49with tons of different angles and

29:52variations. And let's define both of

29:53those because you need to understand

29:54them to run good tests in your ad

29:56account. So, an ad angle is

29:58fundamentally a different way of

30:00positioning your offer, targeting a

30:01different desire in the market. So, a

30:03simple example here is selling

30:05watermelons with completely different

30:07angles. Angle one is a family angle.

30:09These organic watermelons taste

30:11incredible because they're harvested

30:14exactly when nature intended them. So,

30:16your kids will love them. The kid angle,

30:17the family angle. The second angle could

30:19be a health angle. Watermelon has been

30:21proven to increase hydration, and our

30:23organic watermelons have 30% more

30:25electrolytes because they aren't

30:26harvested until peak ripeness. So, it's

30:29the same product, watermelons that are

30:30harvested at the right time, but two

30:32different desires. One is to sell a

30:33delicious treat to families, the other

30:35is to sell a performance health food.

30:37And neither is wrong, they're just

30:39speaking to two different segments of

30:41the market. And so, as you scale your

30:43offer, as you spend more and more on

30:46ads, you need to develop multiple

30:48angles, two, three, five, 10, for

30:51multiple reasons. First, so that no

30:53single message speaks directly to

30:55everyone. Different people buy the same

30:57exact thing for completely different

30:59reasons. And second, every angle that

31:01you add extends the life of your offer.

31:03You can run millions of dollars through

31:05a single funnel with one product if you

31:08have a handful of different angles.

31:11Because eventually, the messaging on a

31:12single angle will get stale, and you're

31:13going to need a new way of explaining

31:15what you do to audiences in order for

31:17them to continue buying your product,

31:19and in order for you to continue

31:20marketing to them profitably. So, that

31:22is an ad angle. An ad variation is a

31:26slightly different execution of the same

31:28exact angle. So, you're not changing who

31:29the core message is for, it's just

31:31presenting the same exact message

31:33slightly differently. So, using the

31:34health angle, two variations of that

31:36could be watermelon is the most

31:38hydrating food on the planet, or

31:39watermelons have 30% more electrolytes

31:41than regular watermelons because they're

31:43harvested at peak ripeness, giving you

31:45superior hydration in every bite, for

31:47example. Variation two could be, if

31:49you're dehydrated, drinking more water

31:51won't fix it. And most sports drinks are

31:54packed with artificial sugars and

31:55preservatives. However, our organic

31:57watermelons have 30% more electrolytes

32:00and fiber, pure natural hydration

32:02without the sugar spike. So, it's the

32:04same angle going after fitness

32:06enthusiasts, selling your watermelons.

32:07It's the same audience, same core claim,

32:10hydration, just a different hook and a

32:12different explanation. So, having

32:14different variations is how you keep a

32:16winning angle fresh and continue testing

32:19better and better performing ads. Now,

32:21when planning your angles and

32:23variations, you always want to establish

32:25your winning angles before you start

32:27testing small variations of those

32:30angles. Because you need to understand

32:32whether your core audience, for example,

32:33athletes or families, would even pay for

32:36hydrating watermelons before you go make

32:37100 ads talking about all the different

32:39ways that watermelons can hydrate them.

32:41If instead the family angle was the only

32:43one that worked this whole time for you

32:44and the athletes don't care about

32:45watermelons, you should only be

32:47targeting and making variations for the

32:49family. And I only say this because I

32:51know from experience when we first

32:52started running our ads, we were

32:53convinced that our audience cared about

32:56views and brand exposure. Going viral

32:58was our angle. That was our entire angle

33:00for all of our ads. But a few hundred

33:03thousand dollars of testing ads later,

33:05we learned that what they actually cared

33:06about was having social media content

33:08that made their business money in a very

33:10short period of time. And the offer was

33:12essentially the same. We're doing social

33:13media. But the difference was enough to

33:15where one was wildly profitable and the

33:17other one almost made us bankrupt. We

33:19spent about $200,000 testing dozens of

33:21variations of this wrong angle. And so

33:23the lesson for me there is that if an

33:25angle doesn't work with your audience,

33:26hundreds of variations of it won't work

33:28either. So in order of operations, test

33:31the angles first, find the ones that

33:32generate sales, then build out dozens

33:34and dozens of variations of those

33:36winning angles. Don't make 100 of the

33:38same type of ad before you even know

33:40what works basically. Once you have your

33:42ads made, getting them published is the

33:44very next step. And while there is a

33:45clear path for uploading and making

33:48files live that you can find on Google,

33:50there's like a full tutorial on it. What

33:52there's a lot of disagreement about is

33:55across all of these tutorials and

33:57agencies and gurus on YouTube that

33:59launch ads on the meta platform is what

34:02the campaign and ad set structure

34:05actually needs to look like. And the

34:06biggest mistake I see with ad accounts

34:09is the complexity of their campaign and

34:12ad set structure. So most people equate

34:14a busy account with a productive one.

34:17The more campaigns you got, the more ad

34:18sets you got, the more active tests you

34:20have, the more they feel like they're

34:22actually doing. But it's actually the

34:23complete opposite. If your account feels

34:25difficult to manage, it is probably also

34:27hard to measure. If you're over

34:28complicating it, it is almost certainly

34:30losing you money. One of our clients for

34:32example, runs a direct-to-consumer

34:33business spending over a million bucks a

34:35month on ads. They have dozens of

34:37different SKUs, dozens, multiple

34:39services.

34:41You know, a decent sized operation, to

34:42say the least, but they run exactly two

34:44campaigns. When I pulled up their ad

34:45account for the first time, I understood

34:46everything in like 30 seconds. Compare

34:48that to the typical account that we walk

34:50into, 15 campaigns running

34:52simultaneously, 10 ad sets each,

34:54spending some random amount per day, and

34:56it's almost always underperforming. And

34:57this is because Facebook's delivery

34:58system works better when your account is

35:01clean and consolidated. So, when you

35:03combine campaigns, when you combine ad

35:05sets, Facebook has more data to work

35:06with inside each one. It's more

35:08organized for Facebook, which means it

35:09finds those converting audiences faster

35:11for you and at a lower cost. Having

35:13fragmentation in your ad account fights

35:16that algorithm, and consolidation

35:18instead works with it. So, you want to

35:19have everything neat and tidy. It's

35:21another instance where just working with

35:23the platform, doing what they tell you

35:24to, will make you more money. Now, next

35:26I wanted to cover how to break down and

35:28understand your own standards and KPIs

35:31for how well your ads should be

35:33performing. Now, if you aren't having my

35:35team take over your ads, and if you're

35:36managing your own ad spend, emotion is

35:38always going to be your biggest enemy in

35:40establishing KPIs and managing them. The

35:42only way to protect yourself from bad

35:43decisions due to emotions is to know

35:46your KPIs, where you should be, before

35:48you even start spending, and to have a

35:49very clear, methodical process for

35:51testing and determining when something

35:54is working or when it's not. And you'll

35:56hear people online throwing out all

35:58kinds of benchmarks. Don't listen to

35:59them. They'll say things like your lead

36:00cost should be $8 to $10. Your cost per

36:04group join should be under five. Your

36:06your cost per call should be under $300.

36:08Those numbers are completely useless.

36:10They don't mean anything unless you have

36:12way more context on the specific

36:13business and how it converts other

36:15traffic. So, what actually matters to

36:17you from all that noise is what your

36:20specific customer acquisition cost is

36:23and how that cost relates to the

36:25lifetime value of your customers.

36:27Essentially, it's just your cost and

36:29your revenue. Very basic. That's it. And

36:31for service-based businesses, the

36:32general industry benchmark is that your

36:35customer acquisition cost should be no

36:37more than 30% of your customer's

36:40lifetime value. Meaning, if you can

36:41acquire a customer for less than a third

36:44of what they're worth to you, you should

36:45have plenty of room to scale ads.

36:46Obviously, there are way too many

36:48variables in this to make it a blanket

36:50statement. You could have variance in

36:52delivery cost and overhead. This can't

36:55absolute rule for you, but it's a really

36:56good starting point for the math that

36:57we're going to do today. So, here's how

36:58to work backwards from that benchmark.

37:00Let's say your LTV is $5,000. At 30%

37:04CAC, you should be willing to spend up

37:06to that 30%, $1,500

37:10to acquire a customer. That leaves

37:11$3,500 for delivery, overhead, and

37:14profit. And say you run a call funnel

37:17with those metrics. Let's say when you

37:20get someone on a sales call, you close

37:22them at a 20% rate, and your show rate,

37:24so the the rate that people show up to

37:26the call for close them at 20% is 50%.

37:28That means of every 10 live calls that

37:30you get on and talk to a customer, you

37:32close two customers. You'd need to book

37:3520 calls because only half of them show

37:37up. So, two customers at a $1,500

37:39customer acquisition cost, $3,000 total

37:42between the two of them budgeted for

37:43about 20 booked calls. Backing out of

37:46that math, that works out to $150 per

37:49booked call. That is your KPI. That is

37:50the goal number that you should strive

37:52towards if you don't currently have a

37:53baseline for what your cost per call

37:55profitably should be. And again, a few

37:57things that this example leaves out is,

37:59for simplicity's sake, you don't include

38:00sales commissions, payment processing

38:02fees, refund rates, differences in close

38:05rates if you have multiple different

38:06sales reps selling for you. And you'd

38:07want to factor all those into your real

38:09numbers. But, the basic framework,

38:11working backwards from LTV, your

38:13revenue, to customer acquisition cost,

38:16to cost per call to get in front of a

38:18potential customer, you'll understand

38:20what range your cost should be in at

38:22least. Now, once you know your KPIs for

38:24calls or whatever end metric you want to

38:26track like bookings or leads or

38:29conversions, the next job is testing.

38:31And most people do this completely

38:33wrong. There's one simple rule, test one

38:35variable at a time, hold everything else

38:38constant. And there's actually three

38:39things that you could be testing at any

38:42time and you should be on an ongoing

38:43basis. Ordered by how quickly you can

38:45get meaningful data, 1 2 3. The first

38:48one is creative. It is the fastest to

38:50test, it is the highest leverage. The

38:52second is the landing page, it's a

38:54little bit slower to test and it needs

38:55way more data to be conclusive. Third is

38:57the sales process or the offer, which is

39:00really the slowest, biggest ship to

39:02move. It's really difficult to test

39:04offer. So, creatives is where you spend

39:05most of your time testing. You can turn

39:07on and off ads every single day, adjust

39:08the budget, swap the creatives in

39:09seconds. You're essentially running

39:11hundreds of creative tests every single

39:12day. You're always making small

39:13adjustments on the ad side. You're

39:15always trying new angles, very fast

39:17feedback loops with the creative.

39:19Landing pages are harder because the

39:20changes are usually small variations.

39:23So, you'll try different headline,

39:24you'll try a different color button. You

39:26know, maybe you change the body copy a

39:27little bit. Maybe you just swap the VSL.

39:30And the smaller the change, the more

39:31data you're going to need to know if the

39:33difference is real or just noise. Like

39:35when we split test elements on our

39:36landing page, it typically takes several

39:38hundred thousand dollars of ad spend

39:41before we are confident enough to act on

39:42it. Like that is the amount of traffic

39:45we need to have a statistically

39:46significant result. And that's not a

39:48reason to skip testing your landing

39:49pages, just a reason to be patient and

39:52not make decisions too early on it. And

39:54then sales and offer is last, not

39:56because it matters less, it actually

39:58matters way more, because it is the

39:59hardest to pivot on. Changing your price

40:01points, changing your deliverables, your

40:03sales process, all affect the KPIs

40:06upstream, but these are multi-month

40:08tests. Because if you need a 10%

40:10reduction in customer acquisition cost,

40:12you can probably get there by making

40:13better creatives over a weekend.

40:15Instantly new ads, suddenly everything's

40:17cheaper. But squeezing that 10% out by

40:19replacing your offer and then trying to

40:21predict how that affects churn 6 months

40:25later is a much harder problem to solve.

40:28So start with the creatives, it's always

40:30the fastest path. One of the most common

40:31mistakes in testing ads is pulling the

40:33plug too early. You turn on an ad on

40:35Monday, put 50 bucks a day behind it,

40:37spend $200 by Friday, see no results,

40:39and then you shut it off. That is

40:41probably not a useful test. And actually

40:43a good rule of thumb for testing budget

40:45is to budget three to five x your target

40:48KPI and spend at least a week testing an

40:50ad before making any kind of judgment.

40:52So if your average cost per call is 150,

40:54if that's your KPI, you should be

40:55willing to spend 450 to 750 dollars

40:58regardless of whether that is performing

41:00or not before you turn it off. And you'd

41:02want to wait at least a week to let

41:04everyone that is on their way to

41:06becoming a client either pull the

41:08trigger to book a call or actually

41:10decide on the sale or decline. Like you

41:11really want to have a waiting period

41:14there. And if you have a longer sales

41:15cycle like solar sales, you will

41:17probably have to wait way longer. If you

41:18have a faster sales cycle like home

41:20service, which are usually same-day

41:21bookings off same-day leads, you're

41:23going to have faster testing. But being

41:24in the online marketing space, 85% of

41:27our prospects book a sales call for the

41:28next four days and then a couple of days

41:30on top of that to run follow-up after

41:32the sales call for up to a week. So we

41:34generally go off seven days. But

41:36Facebook's algorithm also needs time to

41:39see that data and optimize it. So

41:41shutting things off too early means you

41:43just restart that learning phase every

41:45single time. And while it's not

41:46significant, it absolutely does end up

41:48costing you more money than just

41:50potentially letting things run and

41:52getting more information. And especially

41:53if you're on a tight budget, this is

41:54exactly why competitor research matters

41:56so much. Like you if you're modeling a

41:58proven creative before you even launch

42:00the ad, before you start spending money,

42:02if you're starting with higher quality

42:03inputs, you're going to need less spend

42:06to be able to validate whether something

42:07is working. I also wanted to briefly

42:09touch on evaluating performance over a

42:11longer period of time. So, obviously

42:13Facebook isn't a static environment. Ad

42:15costs fluctuate based on competition in

42:18the market that you're fighting against,

42:19seasonality, and a whole bunch of

42:21external events. Like during Black

42:22Friday, costs can significantly spike

42:24because a whole bunch of other

42:25advertisers enter the platform and just

42:28flood the market with ads. So, seeing

42:30costs go up over 24-hour period isn't

42:32necessarily any kind of signal to make a

42:34change. It could just be noise. And

42:36that's why I like having multiple

42:38different lookback periods in any kind

42:40of judgments that I make when running

42:41ads. So, I always look at all-time

42:43performance of an ad. I always look at

42:45the most recent week, and then I look at

42:47a 3-day before making any changes. And I

42:49never make any changes off of a single

42:52day's worth of data. Even on an ad

42:55that's running at several thousand

42:56dollars per day, it's just way too much

42:58fluctuation to be reliable. And I'll

43:00repeat it for the people in the back,

43:01before you cut a previously winning ad,

43:03you should at least try to lower the

43:06budget first. Like be patient with your

43:07ads, let them properly spend. We've had

43:10ads that have spent over a million

43:12dollars across several years. Like

43:14clear, proven, winning ads. But when we

43:16push the daily spend past a threshold,

43:19all of the performance dropped. Like we

43:21would profitably be running the ad at a

43:22thousand dollars a day. And then as soon

43:24as we push it up to two thousand, the

43:25whole thing breaks. And very rarely is

43:28the move cutting the ad. Like usually

43:30just pulling the budget back works. If

43:31it was performing at a thousand dollars

43:33a day, and you bring it back down to a

43:34thousand dollars a day, give it a couple

43:35days, it'll probably start performing

43:37again. And this is because Facebook

43:38targets a smaller, more concentrated

43:41audience with the less ad spend that an

43:43ad has. And for most ads, that often

43:45means like a smaller audience, better

43:46conversions. Because you're reaching the

43:48most qualified, small slice of your

43:50audience, as opposed to overspending to

43:53target this massive pool of audiences

43:55that mostly wouldn't have converted from

43:56your ad anyways. And this is why we

43:58recommend having a lot of different

43:59creatives at small budgets in your ad

44:01accounts, rather than trying to find one

44:03or two monster ads that can carry

44:06massive ad spend. Those are very

44:08difficult to come across and it's very

44:10difficult to scale them. But the ads

44:11that scale to a high budget generally

44:14also tend to speak to wide audiences.

44:16But the narrowly targeted ads that can

44:18only perform at few dollars, maybe $50 a

44:21day, those can be just as profitable,

44:22often more so because they're only

44:24speaking to a very specific type of

44:26buyer. So both of these types of

44:27scalable, non-scalable ads have a place

44:29in a healthy account and that is even

44:31more reason to not kill an ad just

44:34because it's not scaling. Now the

44:35biggest mistake I see when people try to

44:37scale is scaling before they're ready.

44:39And a big reason for that is because

44:40people equate ad spend and success.

44:42They're not the same thing. And you

44:43could spend a million dollars a month on

44:45ads, take home 100k, or you could spend

44:47200,000 a month on ads and take home

44:49100,000. It's the same profit, but that

44:52second business is five times more

44:54successful cuz it has higher profit

44:56margins, more room to grow. And I talk

44:58to clients every single week who are

44:59they're trying to fix a problem by

45:01spending more on ads. When I look at

45:02their ads and they're not running

45:04profitable right now. You shouldn't want

45:06to spend more on something that's not

45:07profitable enough. The goal should

45:08always be to become more profitable

45:10before increasing the marketing budget.

45:12And this is because when you run a small

45:14budget, Facebook takes that limited

45:15spend and it directs it to a micro

45:17audience. It is highly confident that

45:19it'll convert. Small budget, very

45:21efficient results. But as you scale,

45:23Facebook has to reach further and

45:24further outside of your most interested

45:26prospects and start to pull in people

45:28who are less interested, they're harder

45:30to convert, they're more expensive to

45:31reach and your costs are going to go up.

45:33Your results will get worse as you

45:35scale. That is just the natural

45:37economics of scaling past a smaller

45:40total addressable market. It's the

45:41economic principle of the law of

45:43diminishing returns applied to ads. And

45:45so every ad has an optimal spend where

45:48each dollar is working at maximum

45:50efficiency, where every dollar past that

45:52point becomes less and less efficient.

45:54And there's no way of knowing exactly

45:56where that cliff is until you find it

45:58and I'll demonstrate how you do so, but

45:59your metrics will tell you when you've

46:01gone too far. And sometimes when you do

46:03go too far, things become unprofitable.

46:05Pulling back that budget will stabilize

46:07results for you. Sometimes to be able to

46:09continue scaling an account as a whole,

46:11the total budget that you run requires a

46:13bunch of new ads, or maybe a brand new

46:15angle, or maybe an offer change

46:16altogether that allows you to scale

46:17further. But if you're considering

46:19scaling and you aren't a 1,000%

46:21satisfied with your profit margins right

46:23now, first, you will suffer because the

46:26profit margins are going to get worse,

46:28guaranteed. And I already spent a lot of

46:29time just now talking about all of the

46:32different hard work that is required to

46:34have success in the Meta Ads Manager and

46:37finding what resonates with your

46:38audience. But despite all the stuff that

46:40actually does work, there is one, like

46:4110-second trick, and I've seen it

46:43decrease costs as much as 20% across an

46:46entire ad account. Because what most

46:47people don't realize is that Facebook

46:49stores data on multiple levels. Stores

46:52it on the pixel level, which is your

46:54entire account, stores it on the ad

46:56manager level, on some campaigns or ad

46:59sets on performance creative basis, and

47:02it stores data on the individual

47:04creative level. Like as it's shown on

47:07your phone when you're scrolling,

47:08there's information there. Every single

47:10ad that you launch is assigned a unique

47:12ad ID. So it's an identifier for

47:15everything about that ad. The creative,

47:16the copy, the where the link points to,

47:18and importantly, the engagement that has

47:22gotten on social media itself. What you

47:24see on the phone, how many comments, how

47:25many likes you have. And once you have

47:27an ad that people are responding to, you

47:29can take that ad ID and use it across

47:32every single ad set that you want, that

47:34you have that ad running in. Or when

47:36you're relaunching the ad in a different

47:38campaign, you can copy and paste that

47:40same ID across multiple ad sets. So you

47:43save all of the likes, all of the

47:45comments, and the shares, they all pool

47:47together instead of splitting across a

47:49duplicate different assets that always

47:51reset the stats. So instead of having

47:52two ads with 5,000 likes each and tons

47:55of ad spend that you took to get there,

47:57you can have one ad showing 10,000 likes

48:00everywhere it runs. And the more social

48:02proof you have, the better the

48:04performance and the lower cost you'll

48:06get on that ad. And that's because

48:07Facebook prioritizes user experience.

48:09So, if they know your ad has better

48:11engagement than a competitor's, they're

48:13going to give that ad an edge in the

48:14auction process over all of the other

48:16ads. And there are some ads that are

48:17like 2 years old on our accounts. And by

48:19no means are they up to our creative

48:21standards today, but they still perform

48:24simply because the post itself, like the

48:26actual video, is now viral. And it has

48:29hundreds of comments, thousands, if not

48:31tens of thousands, of likes. And the

48:33only thing to be aware of with this

48:34strategy is once you commit to an

48:36existing post, nothing can change. So,

48:38you can't change the copy, you can't

48:40change the headline, the thumbnail.

48:41Meaning, if you put a crazy guarantee in

48:43the post for your company and then you

48:45stop offering that guarantee, you can't

48:46just update the text a few months later.

48:48Like, you'd have to stop running that ad

48:51and nuke that ad ID altogether. So, just

48:53take that into consideration when

48:55planning what you will say or offer in

48:58your ads. Sometimes, we take that into

49:00consideration being a little bit more

49:01vague on your offer or your deliverables

49:04will be cheaper just because you can

49:05scale that ad for multiple more years.

49:07So, an example of this is we're

49:08considering offering a new deliverable

49:12to our service. But because it is new,

49:14because it is untested, because it's not

49:16proven, because we're not sure if 2

49:18years from now we're still going to

49:19offer it, I actually don't include it in

49:21all of my ads, just some that we use to

49:23test cuz I don't want all of my ads to

49:26potentially be completely useless 2

49:28years down the road. I'd rather find

49:29individual winners and continue allowing

49:31them to scale, potentially have them be

49:33a little bit more generic at the start.

49:35Now, I'm not going to walk through the

49:36technical steps here on how to like copy

49:38that ad ID since the Facebook interface

49:40could change tomorrow and make it

49:42completely useless. But a quick Google

49:43search or asking my team to do it if

49:45you're working with my team should save

49:46you a good bit of money. Here's a quick

49:48video on how not to get banned on

49:49Facebook. And it is a lot simpler than

49:51most people make it out to be. It is

49:53very scary though, so it's important and

49:54I wanted to address it. The golden rule

49:56here is to do exactly what Facebook says

49:58every single time. There's no loopholes,

50:00there's no grey areas, there's no room

50:02for interpretation in what Facebook

50:04says. It's black and white and honestly

50:06that's a very good thing cuz it makes

50:07the rules easy to follow. There's also a

50:09cheat sheet that I'll link down below

50:10this video, but ultimately it's on you

50:12to know any of the specific regulations

50:14for your niche, especially if you're in

50:15something that's highly regulated by

50:17independent third parties like if you're

50:18in health care, finance, or anything

50:20like that. Do your own due diligence.

50:22This is not me telling you what to do if

50:25you're in any of those highly regulated

50:26industries. So first you want to check

50:28your landing page. Make sure all of your

50:30links work. If you have a broken link

50:31somewhere directly from your ad, you

50:34could get your entire account banned.

50:35And Facebook will crawl your site and

50:37they're going to find that broken link

50:38before you do and then you could get in

50:40trouble for it. So always check before

50:41you launch. Over the years we've had

50:43almost 100 clients launch ads without

50:45telling us, without checking first, and

50:47then they end up with a broken link

50:48somewhere in the funnel and they get a

50:50warning from Facebook or I think a

50:52couple even got shut down. And it's just

50:53one inconsiderate, incredibly risky, and

50:56it's wasting ad spend because you didn't

50:58spend a simple two extra minutes running

51:00through your funnel. Please, always

51:02check the links before going live. Next,

51:04don't be misleading in your headline.

51:06Facebook crawls every page that you link

51:08to and so they'll see stupid stuff if

51:10you do it. But the headlines generally

51:12are the ones that get flagged the most.

51:13So in that headline, the very top of the

51:15page, the very big bold text that you

51:17have promising and whatever you're

51:19hoping to deliver on, you should not be

51:20promising things that you can't deliver

51:23on. So if you're in the franchise space

51:24for example, if you sell people, you

51:27know, businesses in a box, something

51:28like "Make six figures a month with no

51:30experience" in your headline will get

51:33you shut down. Don't do that. And if

51:35you're concerned, you can move any

51:36specific result that you have, any kind

51:38of income claims, any kind of guarantee

51:40language you have, you can move those

51:41into your video sales letter, which

51:43isn't as scrutinized, or further down on

51:45the page to where it's not the headline

51:47unless you're absolutely sure that

51:49headline is compliant. Next, your ad and

51:51your landing page need to match. So, if

51:53your ad is about email marketing, your

51:54landing page better be about email

51:57marketing. And people running an ad for

51:58one thing and then landing people

52:00somewhere completely different is like

52:02an immediate ban from Facebook and

52:03there's no way to rectify it. Also, no

52:05instant redirects to other domains. So,

52:07if someone clicks your ad and get

52:09redirected to another website seconds

52:12later, Facebook considers that

52:13deceptive. You'll get banned. Now, in

52:15the actual ad creative, some things that

52:17you shouldn't do. No before and after

52:19photos. So, this is largely applies to

52:21just the fitness, weight loss, plastic

52:24surgery space. Side-by-side photos, like

52:26even with clothes on, you're going to

52:27get flagged. What you could do instead

52:28is put those as organic content because

52:30for some reason meta doesn't mind that

52:32as organic content at all. And then you

52:33can run a campaign to get new followers,

52:36but the images that you use to get new

52:37followers can be generic images. And

52:39then you get new followers with those

52:40generic images and then your entire

52:42organic page has before and after

52:43photos. That's fine. That's a quick

52:46workaround there. No fake functionality

52:48on your actual ads. So, don't put a fake

52:50play button on a static image. Don't

52:52flash images or artificially cut off

52:55your video so that people like you hack

52:57engagement and they try to rewatch it.

52:59Like Facebook knows. They'll shut you

53:00down for it. Don't do that. Obviously,

53:02no shocking, violent, graphic contents.

53:04No weapons, no tobacco, no explosive.

53:06Stay away from income claims entirely in

53:08the ad. Like don't say "Make six

53:10figures." Don't say "Close five-figure

53:13clients every day." Don't imply a

53:16specific earning result. Facebook flags

53:18those every single time and you're just

53:19going to have a hard time. Like you

53:20might not get banned for that, but

53:22you're going to get your ads blocked and

53:23it's going to unnecessarily slow down

53:25your process. And if you follow this

53:27course and practice scripting, you're

53:28not going to need those income claims

53:29anyways. You're going to be able to

53:30capture attention way better with

53:32organic sounding content. Next, don't

53:33assume personal attributes. So, Facebook

53:35is actually cracking down really hard on

53:37this in the last few years, especially

53:38in the health and fitness and finance

53:40space. So, don't use words like you in

53:42your hook. For example, you shouldn't

53:43say things like if you are over 200 lbs

53:46or if your credit score is under 500.

53:49Anything that calls someone out based on

53:52how they look, what they earn, their

53:54financial situation, all of that is

53:56off-limits. Instead, what you can talk

53:58about is how we help service-based

54:01business owners scale their business

54:03with social media, implying that if you

54:05are a service-based business owner, we

54:06can help you. Or you can say, "My

54:08clients on average drop a pant size in

54:1130 days." Or "Our clients increased

54:13their credit score by 200 points after

54:1590 days." So again, targeting the same

54:18exact people but just doing it so

54:20compliantly. Also, no swearing in your

54:22ads. Even if it is part of your brand

54:23voice, it is going to get limited by

54:25Facebook. You're just going to waste

54:26money advertising ads that aren't

54:28getting distributed properly. Spell

54:29everything correctly. If you have ads,

54:31any kind of intentional spelling to be

54:33able to bait comments in your ads

54:35specifically is going to get flagged.

54:37For some reason, that's fine on organic.

54:38On ads, they crack down on for you. And

54:40then on the account and admin side, when

54:43you're setting up your account, you want

54:44to fill out your business page

54:45completely. So, the business name,

54:47location, about section, use a real

54:49profile picture. Any kind of blank page

54:51that you try to run ads with or like a

54:52grainy photo will get your ad account

54:54disabled before it even gets started.

54:56It's really crazy how picky they are

54:57about that. Next, you probably should

54:58post organic content regularly on your

55:01page. An empty business page is also

55:03kind of a red flag for Facebook and

55:06usually just takes a lot longer to fix

55:08problems with. You should absolutely

55:10also get your page verified. Do that

55:12first. Few dollars a month to be able to

55:15have just a little bit more

55:16consideration from Facebook. Absolutely

55:18a no-brainer. You should also set up

55:20two-factor authentication. Speed around

55:22here, you should also use one personal

55:24profile. If you have multiple profiles,

55:26it makes Facebook think that you're not

55:28a real person or a real business. So,

55:29just focus to one and running ads out of

55:31one. Set up two payment methods when

55:33you're setting up payment methods and

55:35get them on auto pay. So, if one payment

55:37declines, especially early on when

55:38you're scaling an account, it is one of

55:40the fastest ways to actually get an

55:42account shut down is to have payments

55:44start failing cuz Facebook thinks

55:45there's you're stealing from them. So,

55:46use two credit cards, set them up on

55:48auto-pay, and then I even called my

55:50banks before I started to spend. Like, I

55:51physically called Chase Bank and

55:53American Express and said, "If you

55:54decline this card, I will stop doing

55:57business with you." And it completely

55:59eliminated the problem. It sounds like a

56:00crazy thing to do, but when you call and

56:02telling them that, like the entire

56:04account that I have with Chase Bank, the

56:06entire account that I have with American

56:07Express hinges on them not declining

56:09Facebook charges, they won't decline

56:11Facebook charges. Next, you want to

56:12season your ad account, so when you open

56:14a brand new one, you'll have a daily

56:15spending cap often it's like 50 to 100

56:17bucks a day. You can't bypass this, but

56:19it really limits your ability to scale.

56:21So, what you can do is spend that limit

56:23every single day on approved ads to

56:25build trust with Facebook, and then

56:26gradually raise that threshold. We

56:29wasted a whole bunch of time early on

56:31trying to scale our ads, but we couldn't

56:33because we were limited in daily budget.

56:35So, if you plan on running ads next

56:37month or maybe next quarter, at least

56:41open your account, get it set up, and

56:43start running a low daily budget so you

56:45can season your account, build trust

56:47with Facebook, have recurring charges go

56:49through on your card every single day,

56:50and show Facebook that you are here for

56:53the long haul. Next, you should also add

56:54a terms and service and privacy policy

56:57to your website, both linked at the very

56:59bottom of the footer of your funnel.

57:00This is required by Facebook. There's

57:02plenty of free boilerplate versions,

57:03just Google it. And with those you

57:04should be on your way to being compliant

57:07with Facebook. By the way, if you made

57:09it through the whole thing, woah. It's a

57:12crazy amount of stuff that you made it

57:13through. Congratulations, but there's

57:16even more stuff that you haven't yet

57:17made it through because you're not

57:19watching this in the actual school group

57:21that we got. It's down in the

57:22description below, it's free. Get this

57:25that you just watched, which you don't

57:27need anymore cuz you've already seen it,

57:28but a whole bunch of other stuff that

57:30you haven't seen yet, and attachments,

57:32and docs to be able to go through this

57:34stuff, uh resources,

57:36uh software that will literally write

57:39your scripts for you so that you don't

57:40have to do that when trying to run ads

57:42as well.

57:45Yeah.

57:47It's It's down in the description. It's

57:48free, so there you go. Um I'm out again

57:51one more time.