The Secret to Printing Money With Paid Ads

I want to talk about the secrets of scaling paid ads no matter what business level you're at biggest obstacle is just throw ads going down you spend more money 10 million ads very low trust and that's it so I said a bunch of businesses at different sizes ask me questions about their paid ads and I'm going to do my very best to answer them so from you know $10 million a year all the way down to $600,000 a year in terms of size some people are trying to start running paid ads some people are trying to expand or scale their ads and are running into particular issues 650 Dental recruiting how do I start marketing so you currently run ads for job boards where you at raise your hand there you go so you run ads on job board so you already know how to run ads all right this is me trying to break a belief for you so you're already do it you're just doing it on another platform all right so you're doing it in order to get dentists but you're also trying to attract dentists who have clinics I don't think it's you just happen to be on job boards but fundamentally um you can run the I mean dentists are also on meta same thing uh they're probably older more boring I said that with love to dentists uh so I would look yeah Instagram Facebook will probably do really really well for you and just saying hey I have a like tired of taking all these calls yourself like talk to the pain point of that dentist so it's like they don't want to work weekends they don't want to work early hours they don't want to take cases they don't want to take well or they don't want to um they want to eventually retire someday but they don't want to let down all their patients and they don't want to sell us in private Equity because they're going to force them to work for 5 years in servitude and control their lives so these are the pain points right um bless cousins a dentist that's fresh on my mind uh and so these are all the pains that's my hook for the ads and then targeting take your customer list make it look like audience off that list if dentist is in the copy dentist is in the video the AI on Facebook will also notice Ser it to dentist and it'll be pretty straightforward Bingo all right uh 600k acupuncture start okay so if you want to run so this is local right okay so the nice thing is that local business businesses are the easiest business to run ads for okay because trust is Skyhigh and you're like oh they're they don't trust me like try and sell Beauty to you know people on the Internet it's much harder um so all you need to do is run Legion ads so I'm going to give you the simplest strategy for getting this are you guys technically proficient you are okay fantastic I was going to assume you weren't and give you an even easier way um but all you want to do is you can just run lead ads okay for some sort of free thing and you're like I want really high quality people well welcome to cold traffic so uh they won't be but what you will need to create is a sales process that creates qualified customers all right and so when I say creates it's really just filters for good ones just think about it like that it's just like I'm adding filters uh and the more filters you add the more expensive the leads will be if they're good filters and if they're more expensive they'll be good if they're good filters if you add bad filters they'll be more expensive but they won't be better so if I make it really hard for my page to load it adds friction but it's not good friction if I add a vsl so video sales letter to a page it'll create friction but it'll be good friction so I'll increase the quality of the lead by doing that and so with a local business you're going to want to have like in larger National companies this is where brand adding the building trust adding Value First matters in local it matters significantly less it is very offer driven on a local basis because people know what acupuncture is so you can say free thing or $19 thing since you probably your time costs a little bit more than maybe a low skilled labor uh job I'd probably go for the to $999 thing maybe somewhere in there if I had to Bet 19 to 29 would be where I'd start and what you do is you sell people on that they opt in for it thank you page they can purchase it you still call all the leads yourself you close them on the $19 thing to get a card on file when you schedule you'll confirm that appointment and that that card's attached to that person and so then you'll do the treatment that you're going to do and then you're going to sell them the plan afterwards okay now now my preference here would be that you sell before you treat if that doesn't work out for you you can treat first I just prefer to have someone in pain sell them the much longer thing that's going to permanently solve it give them short-term relief afterwards and set their next visit and then on the like when you do your actual sales appointment the nice thing is you already have the card and so you can say awesome so this is this do you want to use the card you have on file great and that's the sale does that make sense okay that's the acupuncture process all right 3 million CrossFit coach business coach uh brand conscious so you guys are doing what kind of cont you guys making oh podcast is the the only thing okay so you guys are doing podcasts and that's it we some longer cont okay got it okay um the business started from the podcast the podcast was first yeah understood uni personalities yeah are you guys um barbell uh Shrugged he was that was yours okay got it yeah yeah okay okay I hear you um I never had a name to a face but I knew the podcast okay so where would I start okay first thing I would do same thing earlier is I would do a retargeting campaign across all platforms and the nice thing is that platforms are not super hard to figure out they're made zillions of dollars to make them easy to click if you already have traffic so you install a pixel for each of the platforms on your page you'll start collecting data from every single visit that's already coming from your podcast you can start retargeting so that's layer one you should probably also earn your PPC terms it'll immediately make money like there's no PPC campaign for your own terms that doesn't make money I haven't seen it ever happen my entire life um so that's number one and two so own your own terms do the retargeting um third thing is you have to come up with something that's really Banger and like super super valuable that you can give away for free um like you've seen my stuff so the the money models books the um the the framework the 11 Frameworks for profitable gyms all that stuff so really put time into it because I think people really skimp on this and that's why people opt in they see it they're like oh this is [ __ ] why would I continue to book with this person right and so they opt in thank you page schedule it still works now the thing is is that you guys do have a brand if you're worried about being brand conscious all you do is just be true to you in the ads and my recommendation is let your clients talk so just let proof do the talking that's how I would approach it um when I look at all the ads that we've done over the years like I said earlier 80% of them are about proof and so as much as we want to think it's all about us like no one cares like Alex had the big gym I still do right the big gym company one I'm not in the ads anymore at all and I wasn't for the last two years and it was because we just focused on the customers because gym owners don't really care about me I mean they care about making money and they're like I'm glad he helped but really they just want to make more and see other people like them that they can say oh this is a good approximation of my gym and so the idea there is you want to create the most compelling proof as possible which is the type of proof would that would be the least likely to be faked so on this extreme you'd have a faceless Anonymous 10-year outdated text based testimonial on this extreme I would have someone walk up on stage who looks just like you owns a CrossFit uh business coaching business and says Alex help me go from 3 million to 30 million you'd be like [ __ ] and I'd be like cool so you'd be like that's a really good approximation really hard to Juke right here live in front of me not recorded in person specific to me and so that's kind of the Continuum when you're showing proof and every approx every every takeaway it's like okay iners is better than um than virtual uh live is better than recorded uh like me is better than doesn't look like me uh the result that I want is better than a result that's close to what I want and so you just look at all of the factors that make something super compelling and when you're looking at your proof kind of think through it that checklist and that'll make more compelling proofs that make more compelling ads that you only lose trust in the marketplace when you say something that isn't true and if you're not saying it and it's their fact of life how can anyone fault you yep 800k vacation rentals B2B so you're trying to get people who have uh properties to list with you so that you can make more money with their properties for them okay so this will be really really easy to advertise because your fundament so do you want people who already okay you don't want the extra room people you want the people who have properties that are being mismanaged we target homeowners who have a secondary home that they only use a couple weeks okay and don't do anything in the meantime exactly okay so um I would start with so my so one I would probably still use meta as my first bet just because the targeting there is going to be easier to figure out um the ads themselves are going to be the same thing lead with pain like I was saying with the dentist is what is the pain of that person which is do you feel like you're wasting money money by having your house sit empty every year as or every month as you keep paying your mortgage on something that doesn't get you a return right it'd be something to that degree you would know the pain better than me but that's what I would imagine the pain would look like um and so what I would then do is I would send probably five case studies of different representative houses and different representative avatars so kind of the point I was making there with the CrossFit gym owners is that in the thing that I want to send is like we're going to give you an estimate in the meantime I'm going to show you 10 representative types of homes that you can probably find one that's close to yours so you can have some reasonable expectation of what you could potentially earn switching to shortterm in the meantime and at the bottom I have the commonly asked questions which is are these people going to trash my place what are you know what's my security going to look like uh how what if they don't leave uh cleaning blah blah blah like all the questions that are going to be there and I answered that in the bottom there because we already solved this we do this with this many homes proof um and so we've been doing this for this long more proove and so if you'd like we can give you an estimation of what we think based on your neighborhood your zip code and we can personalize our process to you great okay that's the ad uh and the case study that you give them so free download thank you page scheduler very simple if you want you can add an application if you get too many app if you get too many opt-ins that aren't qualified you can add more friction so just for everyone it's like what's the perfect funnel if you get too many that are bad add friction if you don't get enough remove friction and if you have almost no friction and there's still bad leads the targeting is off okay uh 2 million Beauty 4. 6 Riz meta okay you guys are in Columbia you're shutting down the other two countries that aren't working as well you're set you're 30 the 30% you're at 4. 6 why aren't you scaling is the question so the question like what is the actual question here we really want to scale like five the next the revenue okay and we want to increase our o okay so how would you like uh plan the strategy to do that we're currently making like 100% only in meta ads great maybe Test new creatives new platforms but how would you the strategy the team to do that the content creation MH because that's like a new level that we're not yeah so two ways that you can scale the row at so one is spend more obviously so I'm not even including that but in terms of improving your row as itself it means you either have to drive down CAC or increase uh LTV right or average average car value so in terms of driving now CAC what I would do is I would look at the top you probably run a th000 ads over the last year look at the top 10% or 5% of ads look at the first 3 seconds of each of those ads and see if you can model those three seconds with all of the remaining ads that you have you can even slice that first three seconds off of the best winners and past it on to another 100 plus ads so that'll get you 10 50 times more ad creative per good winner that you get so you can squeeze more out of it so that's from the creative strategy to drive down ad cost from the uh LTV perspective um are you guys selling are you guys selling subscriptions or you just selling we sell like devices and also Cosmetics so we have an IPL remal device we have led mask we have led like devices uh we also you sell bundles compl there are Cosmetics to those devices okay and you sell so you sell the devices and then the recurring goal is that people buy the uh order devices because those are almost like a one time purchase only yeah that's what I'm saying so they one time purchase on the devices but the uh gels or lotions and Potions go to on a recurring basis right I mean that's not our main focus because they like low ticket yeah I got you the nice thing is that when it's low ticket when someone buys a high ticket the likel they buy the low ticket thing if you bundle it up is pretty high so if someone buys $1,000 I know what's the cost like $80 that a high ticket for that's fine okay so if you have an $80 thing then you could still sell a $40 annual for 12 packs of the creams or whatever that go with it you just need to sell a whole bundle of that because think about it from the consumer if I'm buying it's because I believe that I'm going to do this and if I am going to do it then I might as well get the savings on the stuff that goes with it like if I buy a printer and someone says Hey buy a Year's worth of Inc and you in the m in the moment you're like well I am going to print stuff that's why I'm buying it then and not everyone's going to take it but if 30% of people take it you add 12 bucks to your to your uh ACV and right there you've got whatever that is 15% um that you add so that's one thing um in ter do you have payment plans and financing set up uh yeah okay so that's good um the big thing with I mean I would still I would lean harder on that thing that I'm talking about with the the CP like think about the other think about the other things that someone who purchases this uh machine is going to want to buy and still offer it like there's no point and then just think about doing it in bundles rather than one-offs because one-offs aren't going to make a difference but bundling for the the year will'll multiply this with any of those small knickknacks buy a lot so you might even be able to double for like the max cart might be able to you know double how much someone spends um and you'll feel those pops so I think between those two things but I think as a quick word of advice um you guys are in the beauty director consumer business you are a marketing company and so doubling down on Creative as a discipline is what's going to separate you from like if you want to get to 20 million a year it's going to be you doing 10 times or 50 times more cre cretive in terms of what you're putting out for output and so that means being having a better system for both capturing ugc and then repurposing ugc and so for us for context we spend 80% of our resources taking winners and just reskinning them 80% and so you're getting all these new ads but the the real money is okay I have this one winner and um I had I'll give you a story I had an ad that we called the kale ad so kale is our our GM right and he made this ad before he was the GM and it was this beautiful this perfect testimonial and he couldn't have planned it any better he had like the gym behind him he had his wife with him he was like we were two months from shutting our doors you can see the gym full he's like and within four months it was completely full 18 months I had it you know six months I had it completely outsourced by 18 months I sold the whole gym and I was losing money and I was working a full-time job just to pay the bills at the gym and you know this many months later it was all great right now when we had that ad I made about a hundred versions of that ad so I made a black and white version I did a sepia filter version I reordered the back end um we swapped out hooks I put different headlines I put different subheads I changed the fonts I did I ran it with different ad copy I will use and abuse it until it doesn't work at all and so when you have your winners you usually just need to run them way longer way harder in a lot of different variations so you can squeeze way more out of it feel good cool all right uh 1.

8 Private Practice okay so the question what was the question on this you want to scale it oh the the lead ma okay yes so right now you've ran your ads to application so opt-in application and that didn't work and then you go freebies to book a call and that's not working because your call team sucks we running freebie to get people inside Facebook group okay and then having a trying to set the calls from the group okay we're have a lot of capacity for the to set more calls to more sales so we wanted to do something that was more directly to book callip the process sure time so it works it's just expensive um okay so I'll give you what I know from group funnels that run on school all the time and so there's four conversion processes from a group so one is that you add a free onboarding call to the free group so every single person that gets added to the group gets an odd Morning Call as a bonus for joining the group on the odd morning call you then clarify where they there label no problem over their past experiences oh I think you might be a good fit can I tell you about it Grant okay cool then you sell them into the into the other thing um the second way is that you put uh five video series inside of the group that functions as a vssl but just broken up and so you introduce the opportunity your core Story the big idea and then you do three stories which are going to be their biggest belief breaking points so big issue one big issue two big issue three which is typically Universe other people in self and break down all three of those and then on the end you'll make your call to action which is the fifth video which is a little bit of Stack a little bit of Sizzle and you make the CTA the third one is that inside of that group you'll do a weekly webinar where you provide value for the majority of the webinar and you soft toss the CTA your sales guys and sets are on that webinar anybody who chats in there they can pull off if somebody's like oh man I got this question oh that was so valuable they immediately DM them and pull them off the call and then they can set them right there the fourth way is that anybody who engages on recordings or posts inside the group grou likes comments or makes a post the DM Setters go in and then set the call so it's four different ways that you can set from the group and if you're driving all your traffic there and it is working you just probably need to train your Setters better and maybe have more of them yep all right uh 1. 2 million VA so you want to start running ads for your VA business to get business owners yes sir okay what type of va so it's a virtual assistant either primary secondary United States we can do estimates credit cards calls for service based companies estim so like Home Services okay so you're looking for service business owners like ruing right to hire vas to do some of the leg work for their team okay so the good news is that Home Services is pretty easy to Target um with ads I would probably also start on meta there um just cuz meta targeting really is probably the easiest Tik Tok is pretty good targeting too it's getting much much much better but I would start with meta so Facebook and Instagram um and again the the funnels here are just really valuable thing for how many how many clients do you have okay you have 70 clients and so what I would want to do is show how much money they save and how much more profit they make per roofer and I would just literally explain it a lot of people won't know so be like the average roofer or the average home service person who has Tradesmen who are going out are spending this much per hour to have the person do that do estimates do card checks do whatever the three main things that you do and that means that per person it's costing you $25,000 a year in labor all right now the thing is is that for $500 a month we can replace this so take 25,000 and instead pay six per year so you get the spread you get $199,000 back per person and so if You' like to see how we can help you implement this we will guarantee this result um and by day 90 if you haven't made at least five times the money that we've done we'll give you the rest of the year of the vas for free that would be my offer the actual creative would be you breaking down the process and what you want to do is have some sort of visual proof that's like this is what JN did and JN made this much you know saved this much money here's Stu and Stu saved this much and just say the size of the business so he's doing about $10 million a year he's got 20 guys and this is what he was able to save so if these numbers sound at least interesting to you we'd be happy to hop on a call if you have a two call close you can say you can leave your credit card home it's just to make sure it's a fit for us as much as it fit for you we only take roofers above a certain size so if you are smaller don't worry we'll send you with some resources that can help you out for free but if you are above a size we might be able to help you out and either way it would be another call for us to close so you can relax it's not a sales call cool so add with that kind of copy and messaging and then freebie thing that will also be a longer version of that with maybe some writing that gives some graphs and some visuals or whatever and then you can have the thank you page scheduler uh for them to book a call still outbound dial all the people you have some vas I'm sure they can do that call all the leads that opt in no matter what and the nice thing with that is that if your vas are good then they can be like I'm a VA I could be doing this for you that would be my script okay yep do you have an email list yeah so if you have an email list of over a thousand I'm assume you do um you can take that list and then put a look like audience and start there as you're targeting cuz that be the issue for you in the beginning yep and make that the headline like home service providers okay uh 1. 2 million in solar what now 7 plus row as things are working I'm going to tell you where are you I'm going to tell you to spend more all right so what's the problem expanding like do I continue creating and tting ads or 8020 % the budget testing 80% yeah so Google already really experimented with this so the the technical one is the better one is 70210 so 70% is doing the main thing so just the one ad that you have 20% is adjacent to that so as many different ways as you can think of you know versions of it that's not that at so everything that I see as permutations of that I see as the 70 adjacent to that similar in style is the 20 10 is just wild ass ideas of maybe this would would work and so that's how you allocate resources and I'm being super real so if you spend a whole day making ads so you spend eight hours that means you're going to do 1 hour 45 minutes on your one idea and then you're going to spend two plus hours on adjacent ideas and then the entire rest of the day is on how many different ways can I make the same ad per and that's how you allocate time it's the same way we allocate time when we make ads we look up all the top winners we start with all those we hammer out all that stuff because that's our real work that's the bread and butter then we move one that way I said it in reverse in terms of order for the day but fundamentally I want to get the 70 done first the 20 done second and if I've got time and I'm feeling energy I'll do the third all right so $1.