The problem: You're pouring money into Facebook ads, but the returns are as unpredictable as Russian roulette. One day you're rolling in leads, and the next you're hemorrhaging cash. Your ad strategy feels like throwing spaghetti at the wall and praying something sticks. You're starting to wonder if building a Skool community is a dream. Yes, creative fatigue is a variable. And yes, your conversion rate should be at least 4%. BUT, you also can improve the potential of your ads if you hack the system. Enter: Pixel Tickling No, It's not a weird internet fetish. It's a way to improve your ad spend and boost your ROAS (Return on Ad Spend). HOW IT WORKS 1. Run ads to cold traffic to build your initial audience. 2. Create organic content on platforms where your ideal customers are. 3. Direct your organic traffic to your Skool's about page. This is the "pixel tickle." It probably won't initially convert. That's ok! Not the goal. Get the view. 4. Let Facebook's pixel capture visitor data from paid and organic traffic. 5. Retarget this warm audience with ads for the next 180 days. Your organic efforts "tickle" the pixel, providing quality leads. This signal improves your ad targeting. This consistently creates returns that outperform (typically doubling our ROAS). You don't need a bunch of followers. Run ads regularly. Be strategic with your organic content. Even 20 extra qualified organic views in a day will improve the quality of Facebook ad traffic. SOME TIPS 1. Identify Your Playground Where do your people hang out? Reddit, YouTube, TikTok? That's where to drop knowledge. 2. Create Great Content Don't half-ass this. Create posts, videos, or threads that provide real value and make people want to learn more about you. Take a few days or more to make something.

If you’re spending money on ads direct to skool but it's not converting, the issue is your about page. Conversion rates matter WAY more than most people think. If you can double your conversion rate—from 2% to 4% or from 3% to 6%—you cut your cost per acquisition in half. That’s a huge deal. Think about that. If it's $40 to get a new member with a 3% conversion rate, that same customer would only cost you $20 if you bumped your conversion rate to 6%. How do you raise your conversion rate? Your VSL. I see a lot of groups running ads to offers with conversion rates below 4% (4% is the average). If you’re getting 2% or 3%, it’s time to revisit your about page. The quickest fix is to script your VSL (Video Sales Letter) and use Hormozi advice (skool games post) for that. I believe the VSL accounts for 80% of the conversion for most groups. The goal for our overall about page is a 6% conversion rate. We have hit that with paid only, no organic social media (besides posts like this which account for a small percentage). Before our scripted VSL we hovered around 3-4%. With the VSL we hover between 5.5-6.5%. To hit that we focused on annual buyers and monthly buyers. We aim for 30%-50% of members to purchase annually, with the rest monthly. This smooths out cash flow and keeps revenue balanced. What's your conversion rate now? What’s your target CR? Share your goals below and let’s work together to hit them.

You’ve invested time and money into your Facebook ads, but results don’t last. Welcome to creative fatigue. Creative fatigue happens when your ad stops performing well. It's like hearing your favorite song on repeat until you can’t stand it. Your ad’s image or video has reached the audience Facebook thinks will convert, and it’s shown to the same people repeatedly. This reduces its effectiveness because Facebook has run out of potential converters in that group. How do you keep your ads effective? Here’s how to combat creative fatigue. When you launch a Facebook ad, the creative is shown to a targeted audience (yes, even when you run broad). Initially, it performs well because it reaches people likely to convert. Over time, Facebook begins to show the same creative to the same audience, leading to worse returns. The creative is exhausted. Several factors affect creative fatigue: - Spending $5 a day can keep a creative effective for about a month, maybe more, maybe less. - Spending hundreds per day might limit its lifespan to a week, even a few days. - A broader audience gives your creative more space. Narrow depletes your audience quickly. - Well-crafted creatives that resonate endure longer. This month (since we're on the leaderboard), we’re launching five new image creatives daily. We also add 10+ videos per week. Previously, we aimed for bi-weekly or even monthly with lower spend. Monitor your frequency, CPMs, and CPCs to determine how your creatives are fatiguing. Creating new ads regularly may feel daunting, but having a system makes it manageable. Produce multiple creatives in one session to have fresh content ready. Each month, tell a different story to engage new and existing audiences. This keeps your content dynamic and prevents it from becoming stale. Hormozi does this super well. Every month you have new winners, new ad scripts, new props like horses, slides, cash, etc. Experiment with different styles and messages. The more options you test, the better you understand what works with your people.

If you think ads are the secret to building a thriving Skool community, you’re missing the point. Shortcuts don’t build empires. Mastering the fundamentals does. Remember Pinocchio? He thought taking the easy route would turn him into something real. It didn’t. It was integrity, effort, and doing the right thing that made him a “real boy.” The same goes for your Skool community. Your Skool needs to be built on authenticity and real value if you want it to last. After working with countless communities, I’ve found that real success comes down to five things: Offer. About page. Ads. Fulfillment. Retention. That’s it. Nail these, and you’ll build something that lasts. Let’s break it down. OFFER Get obsessed with your offer. You don’t need perfection to run ads, but you do need something that hooks people. Launch ads early, even with a rough draft of your offer. Spend a few hundred bucks, get real customers, and refine based on their feedback. Quick iterations win. Have real conversations. Let your offer evolve. FULFILLMENT What do people actually get when they join? Maybe it’s a course, or a monthly call. You have to think about scale. If you promise one-on-one calls to every member, how long until that breaks? Can you handle 30 calls? What about 100 members? You need to think ahead, or you’ll hit a wall. ABOUT PAGE Your about page is your storefront. If you’re driving traffic but not converting, it’s one of two things The ads or the about page. Dial in your about page. Spend days refining it. VSL, images, copy. It all needs to hit hard. It’s not just about getting eyeballs. You need something substantial behind the door, or you’ll burn through ad dollars for nothing. (It's ok to run some traffic to an unoptimized about page to get early customer feedback to build your offer.) RETENTION Retention makes or breaks you. You can have the best offer, the slickest ads, but if people bail after one month, you’ve got a major issue. You're just a hustle.

@Sarah Hankins