EXPOSED: How Charlie Morgan made $30M selling courses

Hey, this is Brian with adspin.com and in this video I'm going to walk you through a step by step case study of how we were able to help Charlie Morgan scale past $1 million a month in cash using YouTube ads. So if you don't already know who I am, my name is Brian Moncava. I'm the founder of adspin.com I first got started running YouTube ads for this guy who you see on the screen right here, where I was able to spend just shy of $4 million scaling his brands and companies past multiple seven and even eight figures using YouTube ads. I then took that knowledge and expertise that I got from him and then I started my own agenc. I now run YouTube ads for business owners just like you, coaches, consultants, agency owners, course creators who all want to scale past multiple seven and even eight figures using paid ads specifically on YouTube, which is my company, adspend.com we've worked with thousands of clients. We have a less than 1.8 for 85% refund rate. And some of our clients have been with us for over three plus years and spent multiple six figures a month on YouTube ads and actually paying us over their lifespan of working with us. In the last year alone, we spent $18.4 million on YouTube ads, as you can see right here, January 1st to December 31st, 2024. And these guys who you see on your screen, which you can see Charlie right here, and plus a couple other guys you probably have either paid or worked from or bought courses from, have either paid me, partnered with me, or interviewed me to help them and their audiences scale with YouTube ads as well. And the only reason why I share this with you is to just show you that this is not fluff for theory, that this is actually based by real data and real results. And so what I'm about to walk you through is the exact strategy we use to help Charlie Morgan right here scale to a million a month cash with YouTube ads. So before working with us, it's important to note that Charlie only had 22,000 subscribers on YouTube at the time of taking this screenshot. Specifically, he had 109,000 plus subscribers on YouTube after spending over $600,000. Okay, but in 2023, we spent $502,000 on YouTube ads. We were able to get him 15,000 new leads, 303,398 sales calls booked at a cost per sales call of $148 just using YouTube ads in 2023 that was able to help him scale through that as well. In 2024, however, we were able to spend $668,000 on YouTube ads and Facebook, which I'll talk about in a second and why we added that. Plus 18,000 leads, as well as 3,240 calls booked, and a $206 cost per booked call. In total, we had 25,933 new leads, 6,638 sales calls booked, and $177 average cost per booked call in the time of working together. Now, here's the cool part, and let me be very clear. Charlie Morgan already had a great offer, a great funnel, a great sales process, and a great product that clients love. I am not sitting here and taking credit for Charlie's success. I am only taking credit for what I am a specialist in, which is YouTube ads. You see, business owners, just like you, come to me when they already have those things in place and they want to scale it and get more qualified leads, more qualified calls, and grow their personal brand on YouTube using YouTube ads, especially if they're already running ads on Facebook. So this is not me saying, hey, I helped Charlie become who he is today. Of course not. Charlie's a good friend of mine. We've worked together. And more importantly, I just want to share you how you can also use these same strategies for your business to scale it as well. Because my goal with my agency and my company is to help more experts, authors, coaches, and speakers just like you to impact more lives with online education. Because I truly believe this is one of the most important things you can do. Real education with real information to make real transformation. And so here's exactly how we helped Charlie do this. The first thing we did was we helped him get all of his accounts set up. Okay, so you need a Google Ads account to run YouTube ads. This is free. You can set this up. Very simply, you can. You need to connect that to a Google Analytics account and a Google Tag Manager account. This is very simple to do. But if you don't do this, you're not gonna be able to track conversions properly. You also need a YouTube channel. Now, it's important to note, you do not need a bunch of subscribers or a bunch of videos on your YouTube channel for you to run YouTube ads. Can it help you? Of course. Because people that see your YouTube ads will then watch your YouTube videos and potentially even subscribe to your YouTube channel. But you do not need a bunch of subscribers like Charlie had, for example, 22,000 to start running YouTube ads. Or although it will help now, with that out of the way, you can also see that YouTube ads does not actually hurt your organic channel's growth. In fact, it's the exact opposite. When you run YouTube ads from your YouTube channel, you actually get more subscribers, more video views, because people are watching your ads and then clicking on your YouTube channel and watching videos from you and eventually buying from you. And so after you have those accounts set up, then you want to have hero. So we helped Charlie and his team get Hiros, which is the best ad tracking platform online right now, to get you the most sales. Because if you don't have proper data tracking and attribution, doesn't matter how much you spend on ads or how good your offer or funnel is, you're not going to know exactly which campaigns are producing you the most money. Regardless of YouTube, Google or Facebook. It's just the best ad tracking platform you can get. So this is a must have. And when you work with my agency, obviously, we make this mandatory, okay? Because we're not going to waste your money. We need to make sure what's making you the most money. Now, here's the exact strategy we used to get Charlie building those results. Okay? We call this the Guillotine. And the reason we call this the Guillotine is the exact reason you're watching this case study right now. My guess is you're on this video because you see Charlie Morgan's ads everywhere. Everywhere you go on Facebook, on Instagram, on Google, on YouTube. You see Charlie's face and Charlie's offer. Have you ever asked yourself why? Have you ever asked yourself how he does it? Well, this is why we call it the Guillotine. Because once we execute the strategy for the clients we work with, clients like yourself, who maybe sell courses, coaching masterminds, info products, or high ticket services as an agency, for example, and they want dozens and dozens and dozens and dozens of sales calls booked. We use the Guillotine because this helps them get dozens and dozens and dozens and dozens of sales calls booked each and every month using this exact YouTube ad strategy. Here's exactly how it works, okay? And the reason why it's called the Guillotine, obviously, if you couldn't tell already, is because once you click on the ads, you're trapped in going to see us everywhere. You're going to see Charlie, in this case, everywhere, as you are right now. And so what we do is we run simple YouTube ads that you can film on your iPhone that are less than three minutes in length, using a very specific creative strategy, which I'LL talk about in a second that look like this. We then send those people to a landing page once they click where they can get their first name, email and phone number. So that way we can have Charlie's team, for example, calling and texting them immediately to book more, more sales calls on Charlie's calendar so they can actually buy from their high ticket coaching program. And then once they're a lead, they then go to a VSL page that looks like this where they watch the very simple video, kind of like you're watching right now. And then after they watch the vsl, they can then click this button right here to go to a calendar page where on the calendar there's a simple application with qualification questions to get a better understanding of who that person is. And then after the calendar page, they are then sent to a confirmation page. Okay? They the confirmation page is to get them to confirm their appointment. It has more testimonials, more case studies, more social proof to get them excited to actually show up to the call. And then after someone confirms, they are then texted on iMessage and on WhatsApp to confirm their call. And if someone doesn't confirm their call, their call is actually canceled because as you can see, they're optimizing for appointments probably just like you. And so they're very ruthless about their calendar, as you should be, because if someone doesn't confirm their call, they, they're just going to cancel their call. And so they have their team texting them automatically on iMessage and WhatsApp to do that. Then once they've confirmed their call, they actually have the sales call. And then on the sales call, Charlie and his team pitch them their easy grow offer. And then they become a client or they don't. But if they don't, they can stay in the funnel, right? They're getting hit with email marketing newsletters on the background, which then send them to their YouTube channel, in this case Charlie Morgan's YouTube channel. And they're also getting hit with retargeting ads. So anytime someone becomes a lead or lands on these landing pages, they're getting hit. They're getting seeing Charlie all over the Internet, right? They're getting his emails, they're getting his YouTube organic videos, they're getting his retargeting ad, they're getting hit back and sent to this funnel to then rebook a call or re opt in. Because this is the power of this strategy. And so at a high level, that's how it works. But there's a lot of Nuances you got to understand to make this thing work. Because you can try to set this up for yourself right now, but if you don't actually understand the creative strategy behind it, you it's never going to work. And what does the creative strategy actually mean? Well, it means the entire script writing process, the offer process, the messaging process, because again, you need to have a dialed in creative strategy for this to work, which is exactly what we help our clients do. And so how does that work? Well, once you have your scripts, for example, this is the perfect YouTube ad script. We give this to all of our clients. We actually write these scripts for our clients. At this point, the first thing we do is really understand who their ideal avatar is to the very, very, very, very point where we know them just as well, if not better than our clients that we work with. So we ask them a number of questions on the onboarding form to get that information from them. We review their testimonials, we review their case studies, we review their sales calls, and then we craft a high converting script. We also then get really in depth on their offer. How is it different than everything else on the marketplace? What's your positioning in the marketplace compared to your competitors positioning? How is your offer different? How is your offer unique? How is your offer different than anything else they've ever tried before? We ask those questions very simply to get the most ROI possible from these ads. And then we use that to then create your ads. And what that looks like is something like this. So these are examples of Charlie Morgan scripts. I'm not going to read these word for word because that's proprietary. But I will show you what we do for clients now because once we do this on the onboarding form, we're able to generate every single step of their actual funnel right here that they need to get this set up immediately. And so going we're what that looks like is a new client, for example, comes on and they're able to get their scripts written for them immediately, their objections, their sales script, their application questions, their landing page copy, their Google Ads, copy their text ads, their video ads, their thank you page video script, their video sales letter script, their launch assets to get them immediate results right away. And so all of that's done when a new client comes on board immediately. Because we've leveraged $100 million of ad spend over the last last five years on YouTube ads, specifically across thousands of different businesses and hundreds of different niches to train our, our custom software to be able to get this to you immediately. So you can start running ads in less than seven to 10 days. And then what that looks like is once we have all those assets filmed by you and you send them to us to be able to get uploaded to the funnel, then we, we start the targeting process. Okay. The targeting process is. After all of that's done, the targeting process is very simple. Now you can't skip this step because most agencies and media buyers do this completely wrong. So stick with me for a second. You would imagine that. Okay, well, I need to go cold traffic first because I need to see if this actually works. That's wrong. Okay, here's what you need to do instead. What we do that's different from everybody else is we call this intent based validation. So unlike most unsophisticated media buyers or agencies, untrained media buyers or agencies, we actually go after your lowest hanging fruit first. Why? Because we want to train your Google Ads conversion action to be primed to go after your ideal clients. How do we do that? Well, we go after your remarketing lists first. This is what we call the YouTube ads targeting timeline. We start with your lowest hanging fruit. You can see on this visual, for example, there's not many people in this list right here because these are people that have already visited your website organically, already visited your sales funnel organically, or clicked on it somehow and already are familiar with your brand. There's not a lot of those people that haven't bought from you. But for the people that haven't bought from you, we show your ads to them first in one campaign. We do this because we know that these are your lowest hanging fruit. And if your ads don't work to them, even after they've already saw you, chances of it working to cold traffic is very slim. We then also help you set up YouTube audiences, just like we did for Charlie. So because Charlie, again, he had 22,000 subscribers on YouTube and there's people that are subscribed to him, there's people that are video viewers of him, people that watch his YouTube videos, people that have visited his YouTube channel, okay? And people that have added videos of his to a playlist of theirs, as well as liked any video of his. All of those audiences we were able to target with YouTube ads. And so what did we do? We created a second campaign targeting his YouTube audiences, which is a bigger, bigger size of people. Now, this allowed us to go after people that already watched his videos and get them to his sales funnel right here to opt into his landing page and watch his VSL and Book a call. We're now training the Pixel, the Google Ads conversion action, to find more people who are like his ideal clients. And then once we start going to more cold traffic, you can see, as we start going up this ladder right here, Google already knows who our ideal clients are. And more importantly, we're actually getting our clients like Charlie, quick wins and quick conversions, which is why he's able to spend $25,000 in the first month of working with us, because he's getting a super healthy cost per lead as well as a super healthy cost per book call, which $112 is really, really good. And if he can get those calls all day long, he'll take them because he knows how to make the money work with those numbers and his business. And I'm sure you do as well, especially if you have your close rate dialed in right now. That's what we do to start. Okay. We also can then go to custom segments in targeting, which is people that are physically searching for any specific keywords and placements, which is really, really powerful. Because for Charlie, what does he do? He helps clients like you. Right. With client acquisition organically and with a bunch of different methods. And so anybody who's searching for client acquisition or how to get more clients on YouTube, guess what? Our ads are showing up before any video they watch on YouTube the next time they go on YouTube. Because when they search for that keyword or that question on Google or YouTube, we're targeting them with this custom segment audience. And so without getting too technical here, if you go to Google on YouTube and you type in how to get more clients for my agency, I can literally target you with a YouTube ad and show you Charlie's ad that is physically telling you how to get more clients as an agency owner. And he then funnels you. We then put you in his sales funnel to watch his VSL. That's the power of YouTube ads. You can't do that with Facebook, but you can with YouTube. And again, there's more strategies, but that's what we started with with Charlie. That worked really, really well. And of course, we worked our way up the ladder to continue going up and up and up, especially as we started scaling more and more ad spend, which you can see right here, as we started spending hundreds of thousands of dollars every single month on ads. Now, that's the targeting. Okay, So I hope that makes sense. Now, you might be asking yourself, okay, but like Brian, what's the actual KPIs for YouTube? Well, typically what we do for the ads is we want to go after a click through rate of at least 1 to 2%. The better your hook and the better your call to action, the better your click through rate. Okay, so if you have a less than 1% click through rate, it doesn't mean your ads aren't going to work. You really want to work right to left. And so what do I mean by that? Well, I don't really care what the click through rate is. For example, in this case, if I go over here, you can see that the click through rate on average is a point 75%. Okay, you would say, well, Brian, you got to be at a 1%. I would say, well, dude, your cost per booking is literally $148. So yes, we can try to work on that. But if you're profitable, let's just spend more money because we want to work from right to left. Cost per booking is the most important thing that Charlie cared about, just like you probably care about because you want more sales calls booked on your calendar. And so if you're getting a sales call booked for $148, you're probably happy. And we would just need to spend more money in this case. So you want to work from right to left. If there's no calls booked, then you want to go to call cost per lead. If your cost per lead is pretty high, then you want to see, okay, why maybe your landing page conversion rate is not where it needs to be. And you can see in this case, even though his landing page conversion rate wasn't super high, he was still getting a really good cost per booking. Which is why we also split tested going straight to the VSL page with the calendar underneath, which again can work as well. But it's very important that you work with the team or you have a very specific strategy tailored to you and your business. Because if you just try to replicate this exact strategy, but you're selling something that's super high ticket, like maybe a $50,000 package, for example, B2B. It might not work as well. For example, for me and my agency, I know that we run straight to an application funnel with the vsl, we skip the opt in because we're going after business owners just like you. Now, in this specific case, for this case study funnel, you had an opt in before this. Because I know that this is a free training, actual free value. I want to collect that lead. Obviously, the point being is you need to know what strategy works the best for you. So the guillotine does work really well. But landing page versus no landing page. That's a custom thing that we use for every single client and it's really dependent upon your specific business because we know after spending $100 million on YouTube ads and working with thousands of businesses across hundreds of different niches and verticals, we have templates and playbooks we use time and time again that are modeled off truth and real data and real results that we prescribe to you when you work with us. Now, cost per click, 3 to $5 depending on obviously your marketplace. If you're selling outside the US it could be lower. 3 to $5 is pretty healthy in the US marketplace, especially if you're going B2B. Cost per lead, anywhere from $10 to $50 plus. You can see Charlie's cost per lead is pretty high, but his cost per booking was super low. So in this case, it didn't really make that much sense to continue working on that because his cost per booking was all we cared about. Cost per book call 150 to 500 plus. Can it be less than 150? Of course. Right. Charlie Morgan's was less than 150 for the most part in 2023. $500 plus. Especially if you're B2B. Now show up rate 60, 80%. Close rate 10 to 40%. Again, all of these numbers depend on your specific industry. Now, what we did that's very important to understand, okay, is we started going after agency owners first. That's who Charlie was primarily targeting at the beginning. The problem with that is as you go after so many agency owners, there's always a lot of beginners and, and you're going to run into the total addressable market being very small. Okay. There's only so many agency owners that are actually making money in the marketplace. You know, most of them are not making much money, if at all. Now, the way we were able to combat this, which is why we were able to, for example, go to 2024 here and spend way more money, is not only did we just target agency owners, we've also expanded the total addressable market by going after coaches, consultants, and course creators. So that was the second thing we did. We didn't just just run YouTube ads, we also ran YouTube ads and then expanded the marketplace with Charlie and his team to make sure that we were going after agency owners, coaches, consultants, course creators, and info product businesses. Why? Because they're kind of the same business. If you really think about it, it's the same thing. They both want more clients. They all want more clients. The same Product can help them just as much. And so that allowed us to scale even more, even broader, even wider and get more calls booked on their sales teams calendar, which you can see we went from 200 calls booked basically in the first month to upwards of 400 plus and 300 plus, then 600 plus. And we also added in 2024 Facebook ads because as the cost per lead and cost per call started to rise on YouTube, well, what do we do? We added Facebook ads as well to also remarket everybody who came through this funnel with Facebook ads and get in front of them on Instagram and Facebook too. So that's typically what we do after we work with the client on YouTube. YouTube first, and it's working, we add Facebook ads on the back end and we help them scale that as well. Now, not only did we do that, but one strategy that I would show you that I wish we would have done with Charlie was we also should have done this in feed ads organic growth strategy. You see, again, most people believe that YouTube ads actually hurts your channel growth. It doesn't if you know exactly which videos make you the most money in terms of like which ones get you the most sales calls booked. This is very easy to do once you have high roast. But once you actually know which clients get you which videos get you the most money with YouTube, you want to use what we call this YouTube organic ads growth strategy to show those videos to more potential audiences that are just like your ideal clients and push them to get more viewers. So I know, for example, that these videos on my YouTube channel make me the most money. And so what I do is I run them as in feed ads. These are suggested videos that look like organic videos, but they're actually disguised ads. And so when someone watches this video, I know they're probably going to be a business owner that's interested in scaling their business with YouTube ads like you. And then I create what's called a video view audience. This audience I then retarget with direct response YouTube ads and then I send them to my VSL, book a call funnel, aka the GIA team. And then once they're on that funnel, I then get them to my, my VSL and application and then I get them to book a call. And so if they don't book though, they're still getting hit with my direct response remarketing ads where if they don't book a call, they're getting hit with my YouTube videos. And it's a flywheel. That's why again, this strategy is super, super important. Because not only are we getting. I'll refresh this because it's having a hard time loading. Not only are we getting people to come through this funnel, we're also getting people to watch his YouTube videos, also people getting his get hit with retargeting ads and also read his email newsletters. So it's this sequence, it's this flywheel, it's this, this guillotine that happens. And once they're in, they literally cannot leave. Their arms are trapped. They're gonna get either killed in this case, they're gonna buy, or obviously they're going to, you know, just log off and rage, quit and never come online again because they're gonna keep getting hit with his ads. And so at a high level, this is what we did. This is the strategy we used. Now if you're someone who's watching this and you're like, okay, Brian, this sounds great. I would love to have this implemented for my business, then I have a very stupid, simple offer for you. If you click the application below this video, okay, this case study, you'll be able to fill out your information for your business and apply to book a free YouTube ad strategy call with me and my team. This is actually going to be a call where we dive deeper into the mechanics of your business, what your offer is, what your funnel looks like, who you're targeting, and more importantly, if you're a good fit to start running ads on YouTube. Chances are if you watch this video and you want more sales calls, you probably are. So I would encourage you to click this link, fill out the application, and book a call right now with me and my team where we can literally just help you install this exact system into your business step by step by step and do all of this for you. We write your ads for you. We set up your funnel for you. We help you write your vsl, we help you write all your email newsletters, we help you write all the thank you page videos, the sales scripts, the. The, the email marketing, everything that you need to make this system work for you to make sure it's profitable for YouTube ads, we do it for you. Because we have a YouTube ads agency that's done it for all these guys, like I showed you on your screen right here, that have either paid me, partnered with me, or interviewed me. So again, stupid simple. But if you got value from this and you want this implemented into your business, fill out the application right now. Book a call once you do, and then we look forward to speaking with you. My name is Brian Moncada. I'm the founder of adspin.com I hope this was helpful and if it was, I hope we can help you scale with YouTube ads as well to achieve similar results to Charlie and his team too. Cheers.