So yes, in one week we increased by 525 organic subscribers for FREE and in comparison, the “top agency” we hired last year got an average of 149 paid leads per week, at $2.31 per lead, with an average ad spend of $1,500 per month. And of course, this doesn’t even include the actual agency fee of $2,000/month.
If you want your ads to convert:
Think of your ad strategy like a sales funnel ...
- On the front end, you need organic content and paid ads that will build awareness for your business and grow your warm audience. Facebook/IG Lives work well for this, Insta Stories work well for this, high-quality content on your FB/IG feed works well for this.
- After that, you need ads that serve as a “catalyst” and transition these warm leads into taking a specific action (like joining your email list, downloading a PDF, joining in a webinar, booking a call with you, claiming a discount code, etc.).
- After that, you need ads that follow-up by directly promoting your offering and actually helping these leads overcome any objections they have to your service/product/course. This means you’ll need a variety of ads like: Ads that remind people to watch your webinar, ads with reviews/testimonials from your customers, ads that lead people to visit your sales page, ads that remind people how many spots/units you have left, ads that address any deadlines, ads that speak to any special bonuses/discounts, etc.).
And as you’re mapping out this ad funnel, please, please, please remember: Paid advertising can only amplify what’s already working right. Facebook ads do NOT fix a broken sales funnel. Facebook ads do NOT fix your sales page. And Facebook ads do NOT fix any problems with your offer, your pitch, or your product.
Beyond that, Facebook ads do NOT automatically = your ticket to scaling your business. Again, throwing money at ads doesn’t fix anything. But amplifying what’s already working (i.e. sales funnel that converts, webinar that converts, product that converts, etc.) is the best feeling in the world.
So when you see Hey, Sweet Pea running ads, don’t forget that we’re sending paid traffic to something that’s already proven to convert. So yes, we’ll be sending paid traffic to the https://www.myownirresistiblebrand.com/unhidden/ opt-in page. But that’s only because we *already know* this opt-in page is converting at 55% (which is way higher than the industry standard of 10-20%).
Our paid advertising strategy serves to amplify our organic strategy. And when both of these elements work in tandem together? That’s when the true marketing magic happens.
If you want to prioritize real revenue instead of vanity metrics:
Listen to Episode 3 of our “Nobody Talks About This” podcast: Money + Debt. Then start keeping track of the flow of money within your business (as CEO of your company, you can NOT avoid this).
Also, anytime you start to compare your launch or end-of-year review to someone else’s … remember that real revenue is the only thing that actually matters and moves the needle forward.
So if someone had a $10k launch but spent $7k on ads, remind yourself that their launch was only $3k. And if you hear a Facebook ads agency share a “win” about a $230k launch they recently finished for a client, don’t forget they spent $170k on ad spend (<< true story), which means their “wildly successful” launch was actually a $60k launch. Or, when you envy anyone else’s “biggest launch yet” and can’t figure out HOW they did it … don’t forget about the cost of affiliates (which often take 50% of every sale), or the cost of running a team, or the cost of all the software/tech associated with that launch.
All this to say: The pursuit of vanity metrics only leads to more vanity metrics. So as fun and strategic as Facebook ads can be (if done right), it’s always about that real revenue number. And if you keep your eyes on that ONE metric, no matter how you choose to scale, you’ll keep making wise decisions on behalf of your company, over and over again.