Eric Deeran breaks down why your high-ticket service ads aren't converting using concrete benchmarks: CPC under $5, CTR above 1%, CPL under $70. He walks through a decision tree to diagnose the problem, from lead volume to sales performance, then tells you exactly what to fix: spend at least $60 to gather data, adjust creative, add qualification questions, or call leads for five days since qualified ones often close into $15k-$30k deals.
Chapters
Alrighty. So in this video, I'm going to be walking you through my decision-making framework for whether or not to turn off ads or to retest. Now I know this looks like a lot. Come to our calls, we'll help you with this, but this is just to give you a decision-making framework on whether or not your ads are performing and what the bottleneck could be. So let's go ahead and start from the top. I won't go through all of this. I'll let you, I'll link this down below so you can watch it, but KPIs to look for, we're looking for a cost per click that's less than $5 a click. We're looking for a click-through rate that is above 1%. We're looking for a cost per lead, cost per lead that is less than $70 potentially. And then we're looking for a cost per booked call that is less than $300 per call. We sell something for a high-ticket service, so obviously we will make a lot of money when we have $300 cost per booked calls and less. These are kind of best practices. So first thing to ask yourself is, are leads coming in? If yes, is the cost per lead less than $60 a lead? If yes, is the cost per lead less than $40 a lead? Yes. Is the cost per lead less than 5— is the cost per click less than $5 a click? If so, is the click-through rate above 1%? And in the next video, I will show you where these metrics are and how to find them. And if the click-through rate is above 1%, have you received more than 10 leads? Sometimes it takes Facebook a little bit of time to learn about where to find the right types of leads and to get that cost down. Now, if yes, have you called each lead for 5 days straight? I cannot tell you how many times I've called our clients' leads and they picked up after the 5th day, and then our clients have closed them, closed them on a $15,000, $20,000, $30,000 deal. but if they hadn't called that lead, then they wouldn't have gotten that money, obviously. Now, if you have, yes. Have you had leads come through that are qualified, meaning are they in your target market, do they have money, and do they want help with a problem that you solve? Now, a caveat here is not every single lead will be perfect. That's just the name of the game. You will never have 100% perfect leads, but are most of them qualified? Are you getting some qualified? If yes, have you closed the deal yet? If yes, great, attend my coaching call. We're gonna evaluate the winning ads and then make variations of what is working and what's not. Now let's go back up. Now, if leads are not coming in, have you spent more than $60 on ads? If yes, attend Evan's coaching call. We're gonna take a look at what we need to change as far as the creative, and it may be that your creative or your offer is just not juicy enough for people to click on. Now, if you haven't, then I would wait until you've spent at least $60 on ads. Now remember, we're buying data here. This is not a waste. We're buying data, we're buying information. And then if you have— if you wait until you've spent $60 on ads and then ask yourself and look to see if leads have come through. Now, if your cost per lead is less than $60 a lead, or it's not less than $60 a lead, then we're going to want to see if you've already received more than 5 leads. If yes, attend Evan's coaching call, he'll walk you through that. And then if no, cost per click, if that is less than $5, then we want to look at click-through rate, and I'd wait a couple more days if those are in line for a couple more leads to come through. Now, again, I won't go through all of this, I'll let you go through it, but is the cost per lead less than $40 a lead? No. If you've received more, if you're between $40 and $60 per lead, Have you received more than 5 leads? Yes, hop on Evan's coaching call, we'll find a way to get that lead cost down for you. If no, then I would look at your cost per click and your click-through rate to see where we're at there. Now, if the cost per click is more than $5 a click, I would wait a couple of days, but that is likely an ad problem. It's not juicy enough, your ad is not catching people's attention, it's not stopping the scroll, and that's the problem there. and then same thing with your click-through rate. Now if you're not, if you're getting leads in and you've called them, or if you're getting leads in but you're not able to, you're calling them, you're getting them on calls, but they're just not qualified, then I would add friction-based questions. And we have another video going over friction-based questions and what to add, but I would be adding more friction-based questions to push away the bad people and only bring in the good people. Now that should fix your problem. And then if you haven't closed a deal yet, then it's likely a sales problem, which is normal. And I would have you attend Evan's or Ethan's sales call coaching and then hop on one-on-ones with him to roleplay so we can get the sales closing rate up. But hopefully that makes sense. I will link this whole document below for you so you can take a look at it and then use this as a decision-making framework and hop on our calls to get help.
