Check the Classroom section to see a new free mini-course around how we approach Facebook Ads for B2B with a hyper-targeted ICP. This is a key strategy for when you want to be 100% sure you're targeting the right people, and make highly customized ads and landing pages and offers for this specific ICP. This also can work for any B2B, and it's a strategy we use for our agency to target different segments of prospects with specific offers. For example: we have a targeted list built of B2B SaaS companies doing $5-$50M revenue. We have specific ads for mid-market SaaS and a specific offer and landing page for them. We run a lead magnet with a sales page where they can book an appointment after they opt-in. The lead magnet we have is a low-ticket offer ($17) and so our lead generation for our e-mail list is self-liquidating, meaning it doesn't cost us anything. Then any additional appointments booked and closed are all profit. A very effective strategy you can implement as well if you have some budget set aside for ad spend, know your ICP, and can create the right offer. Enjoy!

Do good ads get a lot of social proof, or does getting social proof in the form of positive comments affect ad performance? I've seen some data that it doesn't affect ad performance, so it's possible that good ads just get a lot of comments. However, it's hard to believe that these types of comments (for one of my brands right now doing $2M a year revenue) don't help people buy. I know that I check comments on ads, so others must too. But I wouldn't suggest running engagement campaigns or trying to farm comments. The fact is, the comments happen naturally when you run the ad, if it's good and the product is good. This ad is running in an ASC campaign with 20% max retargeting to existing audiences, so we get customers commenting on how it helped them, which seems to be huge. This ad is at a 3+ ROAS and SCALING, on lowest cost. What's your experience with social proof on ads?

If you're a Facebook media buyer, the best way to prove to your potential clients that you can get them results, is to run your own ads and show exactly how they will work for your client... There's a funnel I'm running now on Meta ads that's SUPER simple, and doesn't require crazy or insane offers. I'm working on building out a mini-course that I'll share in the course section when it's done. It goes like this: Step 1: Make an ad (basic image ad of a Tweet works great) that proposes a very specific and enticing question that you KNOW your ideal prospect will be interested in. This takes understanding your customer crucial. Below, I talk about contribution margin as an important metric to track in e-commerce, and I know that many store owners don't understand this metric. I don't have to make a crazy offer, and I've piqued their interest. Step 2: Create a long-form questionnaire using Facebook Instant Forms, or a landing page form. The goal here is to get a lot of information from the prospect and pre-qualify. I maxed out the survey questions on instant forms (11 questions) and get all the relevant info I need up front. Step 3: Lead to a booking sales page, OR reach out directly to your prospect with a custom message based on the answers you received. The more custom-tailored you can make the follow-up message, the better. You can lead to a booking landing page where you sell your main offer and have a calendar scheduler to book a call. You can also just reach out directly to the prospect, and shooting a video walkthrough is helpful, to address your main offer and walk through the questions they provided. No crazy offers, no promises, just piquing interest and understanding your ideal client REALLY well. Should I do a full mini-course on this process? This funnel is generating quality leads at $40 per lead with a close rate of 15%, minimum contract value is $20,000 over 6 months.

If you're running Facebook ads and are only using platform ROAS and CPA as your primary KPIs, you are missing out on adding a lot of value to your clients and really understanding how their business grows. Terms you should understand for client growth: 1. MER - marketing efficiency ratio 2. aMER - acquisition marketing efficiency ratio 3. Contribution Margin Dollars 4. Contribution Margin % These are the basics that are crucial for modern media buying, especially in e-commerce. Let me know if these are metrics you're looking at, and if you'd like a video breakdown on how to calculate and measure these. Cheers,