How To Engineer Profitable Facebook Ads: 16 Simple But Potent Prompts To Improve Your Campaigns

Traffic is part of the solution, not the solution.

The messaging and creative attract the right person. Our ad drives the click. The offer and funnel turn those visitors into leads and customers. Retention, and LTV is driven through our automations, email marketing, and fulfillment.

Ads alone do not generate profitable campaigns.

Save this Playbook to transform your breakeven campaigns into profitable revenue streams that consistently outperform the competition.

Ads amplify inefficiencies in a business.

Great ads can lose money with an inefficient business model. And bad ads can still be profitable. Engineering profitable advertising campaigns that maximize ROI goes beyond ads and flows into the structure of your business.

These questions are designed to prompt you to think about how you can optimize your business model.

Let’s start making some money.

Use these 16 prompts to transform your ad campaigns.

Creative, Message, & Ad Prompts:

Prompt 1: How many unique customer segments can I target?

People are at different stages of their buying journey, have different levels of awareness of what you offer, purchase for different reasons, and have different motivations.

Prompt 2: How can I segment my ideal customer with my messaging?

Our ad creative (messaging, positioning, visual) can pull from all elements of Question 1. If we limit it to 1 message, or “avatar”, we are missing out on a large percentage of our potential audience.

Prompt 3: What creative concepts are proven to work in this niche?

Studying the competition, the industry, and market trends provides valuable insights into what we can test for ourselves. Creative concepts lay a foundation for us to apply our unique branding and messaging.

Prompt 4: What organic content has been proven to generate engagement?

From social media posts, to emails, podcasts, and YouTube videos, we can remove the guesswork of ad creation by leveraging insights from what has already worked for us (or the competition).

Prompt 5: Are my ads attracting the right people?

Hyperfocus on incorrect metrics or incorrect analysis of the metrics can lead to poor performance. Beyond high CTRs, low CPCs, and CPLs, we want the right people.

Ex: A “time management” lead magnet may generate cheap leads. But if the upsell is specific to chiropractors the conversion rate will suffer. We’d want to segment our leads so the following offers are relevant. Even though this will increase lead costs the overall business results will improve.

Prompt 6: Can I incorporate ads that support my business outcome?

Paid advertising can be used for more than acquiring leads and customers. Are other supporting ads or objectives beneficial? Education? Nurturing? Overcoming objections? Staying top of mind? Especially beneficial for long sales cycles, high-priced products, or brand building.

Funnel & Offer Prompts.

Prompt 7: How can I improve the conversion rate through offer design?

Your offer and positioning will determine the conversion rate. When this is low, evaluate the relevancy and specificity of your offer(s) and search for opportunities to improve it.

Prompt 8: How can I improve the funnel design?

While I’ve witnessed every type of setup work. Based on results, adjusting the structure (or type) of our funnel/funnel steps may assist in improving results. It’s often a game of pulling the quality vs. quantity levers, and the importance of this varies based on the phase of the business.

Prompt 9: How can I improve the AOV?

"The person who can spend the most to acquire a customer wins." - Dan Kennedy.

The economics of your funnel and customer journey cannot be ignored. Improving your average order value (AOV) will always be beneficial.

Prompt 10: Where can I infuse authority, credibility, and social proof?

Adding these proven psychological buying triggers improves our conversion rates. Incorporating them into our ads, landing pages, sales pages, automation, and follow-up can improve performance.

Backend Prompts.

Prompt 11: How can I improve the CLTV?

Too few products, or too low of price points make it difficult to scale a business. If you can break even or generate a small profit on the front end but don’t have anything else to sell someone, you may plateau. Coming back to economics, increasing customer lifetime value (CLTV) is one of the fastest ways to increase profits and scale a business.

Prompt 12: How can I add automation on the backend?

Backend automation are often the lifeblood of a profitable business. Nurturing leads to become customers, second chance opportunities to sell people that didn’t convert (or weren’t ready), re-sells, upsells, sales campaigns, and segmentation are a few ways we can implement automation to boost profits.

Prompt 13: how can I add segmentation on the backend?

Research from Epsion showed that 80% of consumers are more likely to make a purchase when brands offer personalized experiences.

In marketing, we create this personalization through segmentation. Segmenting your audience and implementing customized email sequences based on their segment improves conversion rates.

Prompt 14: How can I re-engage past leads?

Re-engaging past leads that did not purchase is one of the quickest ways to generate profits within your business.

Prompt 15: What quick cash campaigns can I run?

Long-term strategies lead to sustained growth but they can be augmented by short-term strategies. From email campaigns, engaging past leads, product launches, assess if there are ways to run a quick cash campaign.

Bonus Prompt.

Prompt 16: Would brand-building content/efforts support this?

Brand size is the #1 profit multiplier according to Data2Decisions. As the size of your brand grows there is a halo effect that naturally improves the performance of your advertising campaigns in a way that you can’t “manufacture.”

Save this playbook.

Next time you launch a campaign or when looking to improve a struggling campaign or offer, use these prompts to improve ROI and decrease your CPA.

Think of this as a way to generate infinite testing opportunities to improve performance.

Hope this helps.

-Landon