I spent $4M on Meta...here's what actually made money

I spent over $4.7 million on Meta ads, and in today's video I'm going to show you the exact ads that performed well for us so you could just take those and steal those and start running those in your ad account now and make more profit and get a better ROAS. Because this way you don't have to spend $4.7 million like I did, which probably could have bought a lot of other things for that amount of money, and you can instead just shortcut the process, start making ads exactly like what I'm going to show you in this video, and start making more money. Now to be fair, this is only for high-ticket businesses who need to book more sales calls, because the way that you run ads on Meta to book more sales calls is very different than if you're running e-com or you're running any other types of funnels. And to be fair, I got the inspiration for this video from multiple different creators that I've been seeing posting different types of ads that have been working for them and their system around tracking those types of ads and the ROAS that's associated. By no means am I the original creator of this topic, but I figured it'd be helpful to show what I'm doing and what I've spent my own money on and my own experience to hopefully help you guys with running your ad, what types of ads and what types of formats you should be running, because there definitely is a type of format that works better than the rest. And we've seen that the length of the ad actually improves the quality of the call coming through on the other side, because you don't want the cheapest calls possible. So many people want the cheapest calls, but then when they get to their show rate and their close rate, they're absolute garbage, because those calls were never going to show up and close in the first place, because the actual asset, the ad that brought that person in, wasn't quality. It was just an image ad or some sort of static. Now you can see here, we've spent $4.7 million On Meta ads. This is our ad account, as you can see here, and that is my own money. This is not me saying that I've spent $4.7 million of our clients' money. This is me saying I've spent $4.7 million of my own money. That is very different. There are so many gurus out here talking about how they spent millions and millions and tens of millions of dollars of their clients' money, but not their own money. It's very, very different when you're putting your own money on the line. It's kind of like saying that you invested your friend's money instead of investing your own money, because if you were really good at investing your money, why wouldn't you just invest your own money and get a better return for yourself? That's what I never understand. That's why we practice what we preach. And we literally do this every single day. I'm not one of those guys that isn't practicing what they preach. Everything that I work with our clients on and give to our clients is everything that I have personally done for my own accounts, for my own business, and I have lost money or made money with it, and I am the guinea pig for that. So this is just to show you that I am legit, and this is the proof of it. So let's jump over to Hyros here. We're gonna jump over to a creative report, which is essentially— if you don't know what Hyros is, it's a tracking software that you can use for all of your ads to see which ads brought in the best ROAS. And I'm gonna go through some of our top-performing ads by revenue and show you exactly what performed for us and what didn't and why I I think it performed for us. Let's go ahead and dive in. So the first one coming in hot is this Scale Your Agency green screen ad where I basically talk about a new mechanism of how we help agencies, high-ticket businesses, and other types of businesses use an AI-powered system to book more calls. And you can see we spent $8,247.19 on this. We generated $53,530.19 at a total of a 6.4x ROAS and a $2,700 CAC. Now the reason I think this works so well is twofold. Number one, there was a green screen intro to this ad. I play on a new mechanism. And then number We actually have an entire sketchbook ad on the back half of this ad, which I have found to be the best thing for bringing in qualified leads. Because my whole take on how long should an ad be is really based off the fact that an ad cannot be too long, in my opinion, because if somebody wanted to stop watching it, they would just stop watching it. But if they need to be convinced and pre-sold more, there's more ad for them to watch. And so some of our ads are 5 to 10 minutes long, and I have found that the best ROAS, not the cheapest booked calls, the best ROAS comes from the ads that are the longest, that do the most education in that process. And so you can start with some sort of hook Some sort of offer, and then you can roll into the proof and then the education behind it. And when you can combine all 4 of those things into the ad, you actually get a much more qualified lead because it's somebody who saw your offer, sees the proof, and then is also educated and you're teaching them something in that ad. You're not just blasting an offer to them. And you can see that our cost per call was actually fairly high on this. It was about $1,000 on this specific ad, but the ROAS is 6.49. And so many people are looking at this cost per call. We've only booked 8 calls from this. We're still currently running this, but a lot of people will look at this and say, oh man, that cost per call is just way too high. And then they turn off the ad. And the problem with that is this is the ad that's generating us one of the higher returns on ad spend and has one of the lowest net CACs that we've had. And so you cannot only judge things based off of cost per call. You also have to look at what is the actual CAC, what is the ROAS, and what is the actual profit you're making off of this ad? Because if you can just make a couple of these ads every single month, you could be doing multiple hundreds of thousands of dollars a month in profit. Now let's move on to the next ad. Our next ad is number one way to grow. We've booked so far 21 calls from this at $827 per call. It's generated almost a 3x return on ad spend and has done $33,000 in revenue. In profit and total $51,000 in revenue. Now again, this is another version of talking about a new mechanism. We talk about the proof and then we go into a sketchbook ad on the back half of this ad to nurture these people prior to even clicking on the ad. That is the biggest thing that I've seen is you have to have some sort of educational aspect to your ads, people, because when you can teach somebody something, they automatically trust you more because you taught them something. And then if you can show them proof that what you taught them resulted in results for somebody else, then what happens is you compound that trust. And by the time they click on that ad, they put their lead information in, they book a call with you, they already trust you way more than if you were to run some basic image. Now here's another ad. It's called POV Swiss. You might have seen this one and it's basically just a B-roll video with a static text on screen talking about an aspirational outcome that the audience wants. And so this one doesn't do a lot of education. But the reason I think this one works really well is because these— is because our audience is watching these other types of ads and then they see this one. It's very good for top of funnel or really good for bottom of funnel, but it's not good for middle of funnel. It's not going to actually build trust with somebody prior to that call, but it's good for scooping people up at the top funnel or scooping people up at the bottom. But I would not run only this ad because we spent about $10,000 on this ad and generated $46,000 at a 4.53x ROAS, which is not bad. But this one alone, we've tried. You can't scale this one alone. It just does not work. Now let's look at this ad right here. This one is a green screen ad with me talking over one of our client results that we were able to get. And it basically starts along the lines of saying, this guy generated XYZ result in XYZ timeframe and here's how we did it. And then it's 30 to 40 seconds of me talking about what we did for him. And then again, you'll notice a recurring theme here goes into a sketchbook ad on the back half. off of that to where we have that nurture asset. I think about the sketchbook ad as like putting the VSL in the actual ad because no one's going to consume the VSL on the actual page anymore. They're only going to consume it in the ad typically is what we've seen. And for this one, we had a cost per call of $716, 11 calls booked, still currently running this, and it's about a 3.1x return. Coming up next, where we've spent $478.90 and generated $20,000 at a 41x ROAS, which is not normal— it's only because we spent so little on this ad and because these ads are very bottom of funnel, but they're still good to run in your account— is this static image ad. And basically what it is, is just a static image. It has a client result case study thumbnail that we recorded. It has a headline, and then it has— this is key— has the actual company's Instagram account right here so people can verify that this is actually a legit company. And the reason this one works really well is similar to the POV ad, to where it's very top of funnel or very bottom of funnel. It's not going to stand on its own typically because it doesn't have enough educational assets within it to actually scale, but it's really good to run at a lower level budget because it'll scoop people up just like this that are ready to buy, that just need to see a little bit more proof before they pull the trigger and book a call with us. And then finally, the last ad that I'll show you here that works really well is using UGC-type ads. So with this one, what we did is we had our existing sketchbook ad and then we did a split screen. You can't really see her face on this thumbnail, but we had a split screen of a UGC creator who recorded the exact same winning script as me. And then we just had her on the top of the screen and then my pointer walking through the sketchbook on the bottom of the screen. And for this one, we spent a total of $882, generated $13,000 in revenue at a 15x return. And that will obviously go down as we scale. Fail it. But sometimes just having a different face that resonates with a different part of your market can work really well, because so many people are probably tired of seeing my ugly face on here where it's mainly me in all of the ads, right? Just some dude in his 20s. Whereas when we have a woman or someone older or someone younger or someone of a different ethnicity, that's a really good way to take your winning scripts and just have a UGC creator duplicate them and recreate them, and you'll get much more life out of those scripts. You never want to use a new script with a new UGC actor. You always want to use a proven script with a UGC actor because that'll have the highest likelihood of success. You're not testing 2 variables at once. And now I know I said that that was the last ad, but this is really the last one. These work really well when we're launching a new client's account, is this black background, white text, just the straight-up offer. So for this one, it's like, if your avatar who wants this outcome will help you get this outcome. These work really well. They just cannot scale. They're really good at getting you cheap initial leads because Meta can match it with the proper person very quickly. They typically are not scalable because again, there's not a lot of educational components to the actual ad. And if you take away anything from this video, the best thing you can do when you're running ads is front-load education. So many people are running the same offer of, we'll get you this result or you don't pay, we'll get you this or you don't pay, we'll do this for you or you don't pay, and there's no actual work or education that goes into the ad. And that's typically why ads can't scale, because your ad is always going to be shown to the people who are the most likely to convert first in the market, and then it will go to colder and colder and colder markets. If you think about it as a circle, that circle will get bigger and bigger and bigger and go to colder and colder markets. And when you're graduating up to those other markets, The reason the ad can't scale is simply because it doesn't perform with people who don't know, like, and trust you. And so the ad has to do the job of getting someone to know, like, and trust you. That's why longer format ads that educate somebody is the easiest way to build trust. And if you can educate them and then show them proof of what you're educating them and how it actually gets people results, then they're going to trust you even more because you shouldn't be optimizing for the cheapest call. You can see we have some, we have some ads that are booking us $800 to $1,000 cost per calls, and some people would be like, that is astronomical. Like, why are you doing that? But then you look at the return and they have 6 to 8 to 15 It's because I don't want every single person to book with me. I only want the people who are ready to go, nurtured, trust us, and are the closest to the finish line to book a call with us. So I hope this helps. I hope this gives you some insight because most people won't show you their actual ads and what the returns are. Hopefully this gives you some insight into what type of ads you can make next. And we have plenty of other videos on this channel going over how you can actually do that. And if you want to learn more about how we can install the same system that I myself do and practice what I preach every single day, into your high-ticket business and you sell a high-ticket product or service over $2,500 or more, click the link below, schedule a call with our team. We'd love to chat with you and see if we can possibly help. And with that being said, we'll see you in the next video.