Here Are 5 Simple Yet Powerful Strategies To Scale Your Facebook Ads In 2024
Can’t increase ad spend without performance dropping…
Low-quality leads, low show-up rates, and unpredictable results are only a few of the struggles I’ve heard whispers of over the last year.
2023 is being put under a microscope as we enter into the new year.
What went well, what went wrong, what needs to improve, and most importantly where should we be investing our money to profitably scale our business.
Oftentimes the most powerful shifts we can make are the simplest.
This has been my experience managing over $10,000,000 in paid advertising for my clients.
Here are the 5 simple yet powerful strategies I use to scale Facebook Ads:
#1: Simple Businesses Scale.
We (profitably) scaled one client’s ad spend by over 325% up to $200,000/Month with an average of 4.49x ROAS. We leveraged a simple funnel to book people in for a call where they were sold a $5,000 program. No VSL, no webinar, no challenge.
Start here: Evaluate your funnels and client acquisition strategy. Search for opportunities to simplify and increase efficiency.
Complexity increases the margin of error. Watching a simple funnel scale a business to pace $1MM/Month challenges your beliefs.
#2: Your Offer > Your Ads.
We launched a Facebook ad campaign for a live event. From day 1 got $3.00 leads that held strong throughout the campaign where they were sold a high ticket offer. Ads steal the credit, but in reality, it was a simple and appealing offer that the audience wanted.
Start here: Evaluate your KPIs. Offer issues show their hand through data. Shift your attention from ad tactics to your offer. You can see how I do this for high ticket offers here.
No amount of media buying, campaign structures, targeting, or bidding techniques can mask (or make up for) a bad offer.
#3: Creative > Targeting.
The creative creates the targeting. You may have heard this theme song chanted throughout 2023. It’s because Facebook is one of the most sophisticated ad platforms. When working in restricted ad categories we lose (most) targeting. Our only button to press is creative. This is how we reach distinctive market segments by using creative and messaging. And it works everywhere.
Start here: Spend more time testing creative than audiences.
Well-crafted creative can be more efficient at targeting than any LLA or Interest Stack, and if you’re still testing audiences after you've spent considerably on ads you may be misplacing your focus. I shared how this shift could put more money in your pocket here, on LinkedIn.
#4: Don't Sleep On Brand.
Research by Data2Decisions showed the #1 profit multiplier is brand size, and a study by Les Binet and Peter Field unveiled that “Branding” (TOF) combined with “Sales Activation” (BOF) outpaces “Sales Activation” alone.
Start here: Begin investing in Awareness and Consideration-focused advertising to complement (and improve) your Conversion-focused advertising. Begin actively posting on social media, if you aren’t already.
“Brand” is a unique market differentiator that can’t be replicated by your competitors or be “funnel hacked.”
I walk through how Dwayne “The Rock” Johnson built an $800M Personal Brand here.
#5: Challenge Your Assumptions.
“Fire bullets, then cannonballs” as Jim Collins wrote.
Over the years I’ve witnessed funnels I didn’t think were going to convert, succeed. And funnels I thought would be winners, fail.
Start here: Acknowledge your bias’. Craft and test hypotheses' not assumptions.
A testing mindset is a winning mindset in marketing.
As we zoom out, it’s clear to see the theme that’s emerged.
Most of these simple yet powerful strategies to scale your ads have little to do with tricks, hacks, or insider secrets inside the Facebook Ads Manager.
It’s my humble belief that we’re entering an era where it is our beliefs and how we construct our businesses that will make the most impact on the scale and performance of our paid advertising dollars.
As I recently wrote, “Too much traffic can shine a light on the inefficiencies in a business.” This wisdom was passed to me by a mentor Scott Oldford. It’s the business that drives the wildly successful advertising campaigns and ads will never be a cure if there's a problem that needs to be addressed.
-Landon
How I Help Clients Launch A New Offer And How To Know If You Can Scale It To Cold Traffic
https://landonpoburan.substack.com/p/how-i-help-clients-launch-a-new-offer
23 Simple But Powerful Ways To Get The Most Out Of Your Content Creation
https://landonpoburan.substack.com/p/how-i-help-clients-launch-a-new-offer