Watch Me Fix My Client's $3 Million Agency Funnel

Welcome to another agency roast. I'm Matt and I am the founder of Scale your agency. Today we have one of our clients here, Billy from Australia. So Billy, what do you do and what is your current monthly revenue type thing? So we get an idea of what we're working with here.

Sure. I'm Billy, the co founder of who needs leads. And we run a paper lead agency here in Australia that sells leads to finance companies and we're sitting at about 250,000amonth in revenue.

And Billy does basically paid ads to a form and then he sells that lead to, you know, someone in a finance company, which is the end game for all lead generation agencies in my opinion. Everybody eventually they start with their free work and then they do their retainers and they do their retainers plus performance and then they eventually get to performance only. So I like that a lot. And you said you did basically Facebook ads to get the clients and Facebook ads to do the majority of the leads to sell the clients, right?

That's right. We attracted all of our main clients and buyers through Facebook ads. And then 80% of our leads that we sell to clients also come from Facebook ads.

Okay, sick. And what do you want to do today? Probably going through the funnels for both of them and seeing if we can make any improvements. Right? Sounds about right. Today. Yep, that sounds so as far as I know, you have Auto Buddy, which is the brand that you generate the leads for for automotive, and then you have the who needs leads. So maybe we'll go over both of those. So you're currently profitable for both of those. Right, like, but you need to get cheaper cost per lead for both and then scale your business or what do you think is the main constraint? Why are we not at 1 million per month right now?

Yeah, the main constraint is probably lead flow. It does alternate between not enough buyers and then not enough leads for buyers. But thanks to working with you, we've generated a lot of buyers this start of the year. We have a little bit more demand than supply. So right now it's about generating more leads for these finance companies at a acceptable cost of lead.

That's the magic word. Yeah, acceptable cost per lien. Okay, so let's go through it here, for example, I'm going to share my screen and we'll take a look and then if we need some like background information, we can ask you for it if you are willing to do that. If not, just say no. But we're just going to go through it here. So basically this is the funnel that we're talking about. And this is going to get you tons of leads, you know, basically whatever niche or country you're in. So right now Billy basically goes lead magnet to a form and, you know, tries to get them on the call, maybe some appointment setting, maybe not, and then basically does it like this. So right now Billy doesn't necessarily need more clients because the ads are working so well for him. And we're kind of going to do this, but on behalf of him to sell leads to his clients. So Basically we have two websites. We have autobuddy.com and we have who needsleads.com, this is his agency site and this is the like funnel for the leads. So let's go through the agency site first. So the first thing that I always do, and this is not the best situation per se, because Google's going to show you results nearer to you and they might be different, right? But if I search, who needs leads? Australia, very good news that Billy's agency comes up. So it's a marketing agency in South Melbourne. He has some Google business listing. He has some of his proof here. And these are very good. 4.8 stars is fantastic. Especially when someone didn't even say anything, anything negative. What I would do is try to get this up right away to obviously as many as possible. But think of it this way, when you're going on Amazon, for example, who would you really go with? Are you going to go with the 4.3 stars that has a thousand reviews, or are you going to go with the 5 stars with 10 reviews or 4.8 stars with 10 reviews? Not only do we need like good reviews, that would be nice, right? But we also want to get more because more seems more trustworthy, harder to fake. Just more people have done this kind of stuff. And as you can see, there's a lot of kind of competition for these keywords in Australia. So I would definitely, probably not ever try Google Ads for this kind of stuff just because it's going to have a monstrous cost per lead. And the cost per lead, in my opinion is going to be higher than the cost per or the cost per click. My opinion is going to be higher than the cost per lead that he's getting from Facebook ads. So we have it here. We have a nice structure here where we can go and do that. We'll do that later. We see his LinkedIn profile, that's very good. Shows up. We would like to see his LinkedIn, his Instagram, his Twitter and all that kind of stuff. If I was Billy, I'd also be signing up for an Upcity profile. If he doesn't have one, let's see if he does. I would also be signing up for a clutch co. I'd also be signing up for any niche website. Because what we really want to do is when we're scrolling through this, we want to have at least one and a half pages, I would say, of results on our business. It doesn't even have to be good. It doesn't have to really even say anything. All it has to do is show up there so that if we Google who needs leads, it doesn't seem like a scam, right? Leadify something different, Upcity, something different. If we don't show up, Lead Express is something different where we could put who needs leads in Billy's name on his Twitter, on his Instagram, on his YouTube and that kind of stuff shows up on his LinkedIn. But we just want to show that up there. Trustpilot, anything we can do, that's always the first thing that I look for when I'm doing this. So if we go to our Facebook.

Account, that leaderfy company, one of our major competitors, so we want to push.

Them down, is it okay? Exactly. So who needs Leads? Australia. So for example, if you Google one of mine, 1000x leads. So we have our website, our program, we have our Trustpilot, our Facebook, our LinkedIn, our school, our Trustpilot, our live workshops. One of my LinkedIn posts, Gumroad, YouTube. And previously when I had Matthew Larson, a thousand X leads, YouTube, tons of videos would show up. We have some Instagram posts like there's definitely. And I'm not going to pretend that a thousand x leads versus who needs leads is a similar competition in Search Word. But you can see if you get to, you know, pushing four pages of stuff where, you know, it's completely taken over and it's unlikely that you're going to have the budget or the time to do SEO to do like that kind of stuff. But so we can kind of hack it with high domain authority websites like school, like trustpilot, like YouTube, like LinkedIn, Twitter, Instagram, like Gumroad, where even if this is not even good, like I don't even know if anybody does this. Like I haven't got a notification in a long, long time. But it still clogs up the search results and makes you less. Seem like less of a scam. And it also, you know, gets your competitor out, so to speak. So that's what I'd be working on like right now today, the next thing I would be doing is going through and trying to click on the Facebook and the. Oops, I guess we're in the wrong spot here. Where are we? So I'm clicking on the Facebook. So let's say I'm a lead person or a lead buyer and say, like, okay, like this is it. Probably change this URL to who needs leads to something else. So it's not 2023. This cover photo is like covered up here. But this is a very good cover photo, I would say. Just because, like, gives you all of the stuff, I probably put a better description than that photos, that kind of stuff. Videos. Like, this is very good just to show that you aren't a scam. Doesn't even matter if anybody sees this. But a lot of people will see your ads on Facebook. They won't do anything. They'll click on your profile and see this or your Instagram account, or they'll Google you. And we need to have, like, a very coherent, congruent message that shows up. So basically, if we're gonna have this as our site or we're gonna have like, this as our site, I would probably have this as the description. This in the COVID photo, this in the Instagram description, this in the Twitter, this in the LinkedIn. We wanna have the same message over and over a pinned post as well up here. Just because a lot of people are gonna click on this one way or the other when they see your ads. And all of this stuff being congruent and pointing to one direction is going to vastly outperform it not being there or it just being all over the place. So that's the first thing I would do. So we go to our ad library because as we know, this is what Billy has for most of his clients. You'd say auto finance is the vast majority of your business right now.

Yeah. But we are trying to attract more mortgage and refinance clients. That's where our ads are now targeted at mortgage brokers. Right.

So let's go to this one. I would say this ad creative leaves a lot to be desired. And are you only running the one ad? I'm sure it is working and it's worked for a long time.

But, like, yeah, it's kind of worked for a long time. We kind of left it alone, but I'm sure we could improve it.

So literally the first thing I would do is basically make this thing with the same thing with different color backgrounds, with different car types, and just like, get some other stuff in there. I'D also turn this into a video too. Like the same thing pretty much. But just download downloaded as an MP4 because not a lot of people know that. But Facebook ads and Instagram ads, they Although it shows up like you would think it's the same thing in the feed. There's so many static image placements and there's so many video placements. So in a very real way, you're not even probably reaching 70% of Instagram and Facebook right now because you don't have any videos. So you do those two things if you want to write it down. So download the exact same thing. Different color backgrounds, different car types. I probably put change asset finance brokers to car something to do with auto. Just because that screams out to me if I was an auto broker. Like, or just put do you want to buy leads or auto insurance leads? Like whatever. If we click on the landing page here, like I would probably do this instead for I would put the title is buy top quality finance leads for your brokerage or buy top quality auto leads for your brokerage.

Keep it the same.

We want it to be the same. And then you can say like if you're doing basically car finance, like this is fine, but you could probably do it a bit different. Or just focus on cars and motorbikes and caravans and equipment and that kind of stuff. Just mortgage and boat. Like if they didn't click on that, there are some people who will buy multiple. I definitely agree with that. But say like still what I'd also do here is this will be 390 times 550. It's a typical iPhone size. Like there's so many different iPhones these days. So it's just like, you know, who, who knows what they're going to be using and if they're using Android, if they're using all that kind of stuff, whatever. What I would do here is I'd make this like text me on WhatsApp at this number, for example. I would move this and make it like a lot smaller so it's like in line with this type thing that would pull all of this up here. I would put like an overline here, 4.8 stars on Google I would bring this up or basically delete. We help brokers generate high quality leads and then put cars, equipment, that kind of stuff. And then I'd have a button here for like schedule a call or submit an application or register something. So then we have this is way up. Like the headline is way up. Maybe you could even put the Font size down. So this fits on three lines to save more space. Delete this, put car finance, all that kind of stuff, and then have the button all the way above the fold. This is because I have a CRO background. Like that's going to make a big difference, especially with all of your new different variety of your ads. I don't know if this is on the actual mobile version or not, but like, we could check. I don't know if it, like, let me check if it's actually overflowing like that. I highly doubt it, but if it is, that's not a good thing. Yeah, hopefully it's not, because then we can say it's not slash finance brokers. So basically, let me go back, let me show you kind of what I can see. This is like basically when I load it on my iPhone, it's something like this actually, and that's not overflowing on the actual thing. So it's all good. So basically, yeah, if we take this up, I have my thing here, do those same changes and then you could probably keep car finance equipment and caravan on three things, or motorbike or whatever. And then you could have the button right here and it would be above the fold. They can click on it, book a call, and you can still have kind of the rest of the page, the same. What I would really like to see you do is focus more on like a lot of forms of proof as well. Like put the 4.8 stars up there. I noticed on your actual main site, like you have basically the same thing. Put that there. I'd also put this on the site too. Basically, if you put car equipment and find a caravan or something like right here, and then you can have these logos scrolling just for more, you know, trust and social proof. Like instead of like this, which takes up a lot of space, you could just have them scrolling. You know what I'm talking about?

Yeah, yeah.

And then we'll have that button and then we'll all be good. So if we go there, then I'd probably have a headline here, like above this as well. I probably obviously get more leads in this capitals. Like we want to be a consistent click here to book a call. Should be a button. This is not overflowing on the actual thing. And then you can still have the quiz there if they like. Or if you take off a lot of this stuff, which I probably recommend, then it's just car finance, because that's what if you're going to change the ads to car finance, like it's Going to simplify the landing page quite a bit. The good news is this is working for you. The bad news is there's a lot to be desired in my opinion. But that's also good news because if this is the page that's getting an acceptable cost per lead without insulting you to your face, we could probably get that twice as good with more ads. Some of the changes I said and having more social proof in the search results or more sites in the search results and having all of that proof everywhere. So what do you think about that so far? Like do you think these are the good changes? You disagree?

Do you have any insight? I think they're helpful. Low hanging fruit. I can easily add. Yeah. Reviews and some social proof. And yeah, if we can get the cost per lead down even further, it's only good, right?

So like this thing, it's not really clear that if you click it visually that it's opening it. So I would like click it and link it to WhatsApp. So I use something called 2Chat. Um, it's good I guess. So like you could also do a lot of flows. Let's go into my account cause I've been using it to do this mastermind, even though you can just do it normally. So I think two chat, click here to WhatsApp, they'll open up a conversation with you. It'll be in here. You can have a setter or something of that nature. There's you right there. Flows like you could say basic greeting like they message you and say okay, here's how it works, here's the book, a call link, that kind of stuff. You could probably do quite a bit of things here.

But.

The statistics for like if you take something like GoDaddy support, they say 86% of people prefer chat. So if that's actually the case, at least to start the funnel, like we should probably have that in there. You know, either have the button there, like click this to chat with us and then you can have your team in your two chat thing and you could probably get a lot more leads.

So even on desktop you would have to chat or just mobile.

What do you mean by that?

So on the desktop version would you also link to WhatsApp or just the.

Well this would go to your WhatsApp and it would like go into your company, normal WhatsApp, but you would just have your team doing it through 2Chat. 2Chat's just like a two way messaging platform that's built for WhatsApp. So I think you could do all that thing on this page. And we're going to go from you said 230k per month?

Yeah.

Around there we're gonna get to 500 easy. Okay. With all these changes. So that's half of it, right? So that's half of the stuff. So do all that stuff. What are your, tell me about your email flows. Do you have any of these email flows?

We don't do a lot with email. No. And I've had some low appointment shop rates which, which I need to fix.

Okay. So I think a situation that we might also try with you and keep in mind for people who are watching this, he said like this is not the ultimate priority right now, but we'll spend five more minutes on this. I think if you like even did the same kind of thing. But before this you had like you had an opt in page that will be like this or something with you having a video and like you get their contact information now you can text them. Now they're your email is going to send to them. So even if they don't just now like this would be redirected to that page. So they signed up for it. Now it's redirected to this page. Your people can call them because you have their phone number. Your email flows can go. So even if they don't book a call this second, then you can like nurture them over time and then you can just have more of that stuff over time. Because if you don't have any, if you have this landing page, to be honest, like with all the changes that it needed, the ads that are just one ad creative, you have no VSL in this. You have no email marketing, you have no appointment setting with the phone number. Like the good news is you're at 230k a month. It's going to be like a 2.7-ish million dollar agency, 2.8 million. But the bad news is like you very much are going to be able to get 20 times the clients. In my opinion if you had all this stuff at probably the same kind of CPA with way more scale or you could just get your CPA way down and just keep it at the same ad spend. So like good news is 230k per month. Bad news is like we could fix a lot of the rest of this stuff and it would be way better. So to give you an idea, like if someone signs up to my shit, they get a 30 day or they get four emails in the first four hours. Those have like an 80% plus open rate. They get one email per day for 30 days. Like usually doing the common objections, the FAQs, like what the fuck is this shit? Why do I need it? Will this work in my country? Maybe that wouldn't be the case for yours. But what happens if the leads are bad? For example, then you have your objections and then the phone number, they get an SMS flow too. And then I have my appointment setter calling them six times per day for 30 days. If until they answer, you know, we're not wasting any leads here. Then if someone goes into mine like and they go see the page, they see the VSL which answers all the questions, gives them some tips and then they book a call. And if they don't book a call, my team's just getting after them over and over and over again. It's fine like if you don't want to do this, but if you want to get to a million dollars per month and you need clients like I would estimate for the same ad spend and the same number of leads that you're getting right now, you're going to get three times as many clients doing that as not doing that. And then if they go on a sales call with you and they don't buy, then we have a 24 step follow up flow. Like you know, first three days we email them number one success story biggest like case study or transformation biggest industry insights. Then the next week we do one a day with all of the objections addressing them and then we do, you know, alternate one case study and one key insight per week follow up for the next 30 days type thing. So you can really like do this quite a bit and it's going to be awesome. Let's get this in the doc. Honestly we need to get a doc going here. Billy, ideas. We're going to go ideas because it's going to be up to you main agency site. So the first is going to be shrink logo in line with phone number. Link phone number to WhatsApp plus two chat stars above the headline. Match the ad headline to landing page main site headline. Change ads to cars only. Change landing page to cars only. And then you can have your mortgage page view mortgages only. Add vsl. Add add button above the fold. Delete the sub headline to make space. Change the headline size so it is three lines on mobile to save space. What else do we say on here.

You say mix up the ad colors and designs.

Mix up. Add colors and designs. Mix up. Add headlines too as a test. Add social proof stars to ads email flows. Add an opt in page beforehand with name, email, phone to get all of their information. 30 part email flow, 30 part SMS flow. Appointment setter calling the leads. What else do we say over here? Oh you see that? So put name in LinkedIn +IG + Twitter + YouTube for search results. Sign up Clutch Co Trustpilot Upcity School live workshop software Gumroad to stack search results because you have a very nice domain. To be honest, I think that's a beautiful domain. So we might need to drown everybody else out. We need to kill them, figuratively speaking, by getting all of their search results gone. Don't clip that. Do not clip that. So what else do we say is that about it? For now just change the landing page to car only.

I've said that.

And then change the quiz. More social proof. Oh, I said put the, put the as featured in logos in a scrolling format above the button, above the fold to save space. That should be good for now. Like that's a lot of things. So maybe what you do is instead of doing all that, you just make a new landing page with all of these things on top of it and just have a, have a look at it because that's a lot of things to do at once. And then we could just see if that actually makes a big difference. And then if it does, that just be your default landing page. I probably say that's going to make it twice as good. But you don't know without. You know, I've been wrong once in my life before so it's fine. So let's go to the next thing. So the next thing is the actual like client facing site. So what are you doing lately? That's where you put most of the focus of your ad creatives and stuff?

Yeah, yeah, we're always trying to come up with new and better ads for that, which gets challenging after three years of trying everything. And then the landing page improvements which again we've tried three years of iterations and we feel like we're getting to the end but probably just need a fresh set of eyes, some new thinking.

So like what are the variables here? Ad creative and landing page, basically. Right?

Yeah, that's it. We can't really change the, the form. The fields we capture and the data points are set that our clients need. So we can really only optimize the ad creative and the landing page.

Ad creative and landing page. And do you have certain ads that work better than others? Like is there a pattern among your top five high performers or something?

Yeah, definitely all video ads. They're all sort of short 30 to 40 seconds. They're generally of cars. I like to say that finance isn't sexy, but cars are. So keep that creative about the car, making it easy, making it fast. No obligation. Yeah, things like that.

So no obligation. Okay. And then when you generate the lead, it just is beamed to your buyer's CRM or some sort of spreadsheet.

Yeah, it gets sent into a lead distribution platform, lead byte, and then it gets distributed to the buyers who have either an API or a CRM or some of them just want an email, whatever they like. We send them the leads in that fashion. And yeah, it's pretty simple. Every new client we get doesn't just takes a few minutes to set up.

Okay, so let's do a few things. Let's take a look at your ads and your ad library and then your landing page and then let's open up your ad account and see if we can like learn anything good about how it works. So let's do that in that order. So let's do the same thing again. Let's look at the search results because a lot of people will indeed go and look at the search results. So we make it easy for everyday Aussies to find the right car loan. I would say that's a pretty good headline, to be honest. So if we search Autobuddy Australia, what do we have here? So basically we have our website, we have our Instagram, we have reviews. IO we have. Is this yours as well? Autobuddy AU Yep, that's us. So both of them show up.

Yeah, we've got two sites. That one is a webflow site, the other one's an unbounce site. Long story where we have two.

But yeah, sure, okay, we'll just leave it at that. One we have our reviews, we have our Instagram and our Facebook. We have Autobody Finance. That's yours too?

Yep.

My Auto Buddy is yours too or.

No, that's a. Competitors trying to copy us. There's a few trying to look and sound like us. It's a bit annoying.

Buddy Loans is not you.

Nope.

Okay. Autobuddy Scam Advisor is you. Well, not you, but there's a scam advisor for everything. So the same thing is going to apply here where you, you put. I would put it in your, like, have a YouTube channel, have a gumroad, have like whatever you can think of just to stack these search results. So you're going to be on the first page for every single result. If someone searches this, let's go to your reviews. So like the Reviews is not super flattering. Right. And that's kind of to be expected with the business model like if you are connecting them with leads like you're not the the company. Right. So it's not, not like we not holding ourselves to the standard of like 4.7 or something. But what do you think are some ways that you could either improve your service or like so this doesn't happen or just get your like client flow better type thing. Because this is not the most like this is going to be standard for example if you're searching for these kind of business models. But it's still not flattering. Right?

Yeah. And we're worried it's going to affect some people wanting to work with us. So yeah, I'm thinking a better flow like we've been trying to master a better email flow obviously just because like out of a hundred leads maybe only 5 to 10 end up getting a finance through one of our partners. So if there was some way to just message them and then ask for a review because obviously they had a good experience, they went through and got it, got a deal. So if we could just get those guys to give us a review.

So 5 to 10% will do it like get a loan is what you mean?

Yeah. Out of a hundred leads 5 to 10% will get end up getting a loan.

Is that pretty standard or what?

Yeah, that's very standard in the industry. It's about 10% in a good month. So some months it's less than that.

And the other people just have bad credit or don't have money.

Bad credits. It can't be approved for the loan. Go elsewhere. And our brokers, as long as they're getting 1 in 10, they're actually making a 3 or 4x return on their money. So they're happy.

Okay, so and you'll know if they, you have a way to track if they get a successful loan or something.

We just ask them anecdotally and they give us feedback but we don't track the lead all the way through to sale because they're going to so many different companies and CRMs. It's too hard.

Okay, do you have an email flow or anything? SMS flow? If they fill out the form like from autobuddy.

Yep. They get an email straight away and then it tells them to expect call from one of our partners. And then I think there's a five day email flow which just talks about you know, a story based email around how I myself got burnt with finance once and why I created autobuddy. To give people a better deal. And that's just a simple five day email flow.

I think we should probably go with the mindset that if like 90 to 95 of them are not getting like these are your customers too in your email list too. Like if you want to sell it one day, like this is going to be like part of your thing. And think of it, a lot of people will get a, a car loan every three to five years, even if they're successful or not. So if you like have email flows, you send a newsletter once to twice per week, you have like a real brand, like you're going to get a lot of LTV and repeat customer purchase. And then if something happens where like you get a higher risk like loan partner that they didn't qualify for before, you can let them know and then they can keep going and create a better flywheel than what you have right now. Because we need to like do a few things here to try to get this rep up. Because it doesn't look good for your actual clients who are scoping you out and it doesn't look good for people who are applying. But it is kind of standard, right? So like what do these reviews really say? Wasting people's. So you have to get a call. So like that's kind of a stupid review. But you are dealing with the general public. Didn't even get the courtesy of a callback. And I went through the process twice. So is that true?

It's possible that one of our partners didn't call them back or that lead was not sold to anyone so they never got a call. So yeah, that's probably true.

Is there anything that we can do to not have that happen?

I mean short of setting up our own call center. We can set up your own call like customer feedback service and say, hey, did you get a call from anyone? Yes. No. What can we do to help? That could do.

That might be something to do. Well.

Credit buddy, that's not even us. But they're confused with another company.

I think could be. Yep, could be. As soon as I said I was retired, they shut you out. They're not interested in the amount of super. Could be true. Does spam call you every hour? That's kind of the name of the game. Scammers. Not very helpful. Fake do not apply. So some people are stupid, right? And they're just going to do this. Um, but basically you need to find a way to systematically get more positive reviews to counteract these. Because a lot of these you're not gonna be Able to drown out or anything. But it's kind of important stuff. Let's see your. Oh, I have a VPN that blocks Instagram. But what is your posting strategy right now for this? So February 23rd, February 18th, like I would try to right away do something that can post once per day, even if like it's not even that relevant or even if just to prove that you're like. So if someone clicks on your profile you have posted in the last day and makes you seem like a more active company. Reviews, all of that kind of stuff would be good. So if you do something like, you know, alternate it, tip, review and then like, I don't know, like something like this and then something like review and then like something else, you could probably make a content strategy that will look pretty well. So anything that you have as a competitive advantage would be good for like a benefit or a tip. And then like any positive reply you get or positive review you get there. But every day is going to be very important. I like the congruency right here. That looks good. So let's clean some of this up. So auto buddy, what is this one? Yeah, that's the right one. So let's go out of these just for now, just to make it less crazy. So let's go to the ad library and then we can actually get some data from you, maybe if you're comfortable about what's performing the best. So we have way more ads than the previous one, which is good. Right? We don't just have one ad. And these are running from July 31, 2024. Right. And they're still working. So how many competitors do you really have, like right now in terms of.

The Auto Legion space? Probably like 5 to 10.

And are they bigger than you or anything?

I don't think so. Not in terms of spending and ad volume. I haven't seen anyone with as many ads as we do.

Okay, like when you really, if you would like to. What I would do is like when you have losing ads, I would put all of these losing ads in a campaign that has a one or five dollars per day budget just so they show up in your, in your thing. Just so people don't know which ones are there. So if you have like 3,000 AD creatives, you put them all in one campaign at $1 per day, it might make you do five or 10 with that many. But then they're not going to see which ones because affiliate and performance, like is a copycat, ruthless space and you don't want people to know what ads are working? Because if you just have this, it's very easy to probably see that these ads are working for that long, if you know what I mean.

Yeah, so good idea.

So throw that in there. Can you tell us which ads are working the best? Just because without that we'd just kind of be guessing.

There's one with a girl walking around a car. We got her to film it a bit further down. Down. Some of These are like YouTube videos, whereas ones that she's shot. The left one there. Just up again. Yeah, that one there.

This one.

Try that one. Oh no, Sorry, that's a YouTube video. Sorry, go back down. It's like a white car.

It's a Hoytko.

A white co. Is a woman about to open the door? No, down. Oh yeah, that Raptor one there with the gray car. That, that's not good. It's just like real footage of a car yard.

So does he say it's fair to say if you took your best performing ads it'll actually have real footage?

Yeah, they're like shot with a camera at a real Australian car dealer. Whereas some of the, the other ads we ripped from YouTube, they're like us car vehicles and stuff with the wrong with right hand drive. Whereas we're left hand. Sorry, left hand drive. And we're right hand drive.

Right, that's going to be a big problem then, right? Or maybe not. You could argue that it is mirrored or something. But so like if we go into your ad account, what do all of your ads have in common? Like of your best performing ones, is there anything that you've studied so far?

Um, they all sort of have a, have a UGC actor and they talk about their experience getting alone through us with a pretty standard script that we, we use which is similar in all the ads.

Okay, and what does that script say? Because if I play it, we won't be able to hear it on the actual recording.

It's like one second, let me pull it up. It's like I have a credit score of 500 and I just got this car with $0 down payment for 150 a week. And the best part was my interest rate was probably the lowest ever. Like, we can't actually state an interest rate. That's, that's too, that's too. You have to, you have to be regulated for that. But we just say, you know, it was a low, it was the lowest interest rate I ever got. And I just got this car for $0 down and the repayment was $150 a week, like an attainable figure. And then, you know, it was easy despite my credit score being only like 500.

Right. So basically what I would do is that going to be like. That's going to be most of your customers who have a low credit rating or any average.

Yeah, average to low probably leans that way.

The first thing I do with your ads is like remake the same ad. You can do the hook but say different credit scores because we don't want to appeal. Like I did one of these roasts where he said all of his clients are like 21 year olds like trying to do something. And it was like his ads were just 21 year olds. So that's gonna be a big problem. So I would do the remake the different credit scores. So credit score variation. I would obviously car variations. So like if they're black cars, for example, white cars, car variation, color. I would have act. Do you see the actor most of the time, like what they look like.

Kind of see their body walk around the car. We don't always see their face.

Okay. I would do different like buyer demographics. So like, you know, fat, skinny, white, black, Asian, Latino, man, woman, old, young type thing. Because a lot of people don't really know that. But when you have like. Well, it's kind of obvious that if you have. Let's just say you had 50 year old black women in every ad, right? Like Facebook is going to show your ads to predominantly that demographic where if you have all of the different ones, it's going to show your thing to know basically everybody. And that basically opens up a much greater target audience. Because if you don't like have it like that, you're kind of missing out on some of the potential target audience that you could have. Could do, right. So if you have like different credit score, different actors, different vehicle variation, you know what could be some other ones that you could have variation.

If we, we've tried state based variations in our call outs, like are you from this state in Australia? And that tends to work as well.

Yes. So localization is the number one like of something that works every single time. Localization is the number one thing that makes it better. I used to run a newsletter portfolio company of local newsletters that I sold. I didn't sell it for very much cause it was kind of shit. But you'd have the same thing. But like, so this is New York City newsletter, this is the Los Angeles newsletter. And the cost per lead was the lowest I've ever seen on any newsletter ever. Just because it's just so good like that.

Yeah.

Wow. So basically what could we do? So let's do something because we want to get a lot of ads and it should go without saying and it's going to be duh. But Facebook says that the top 1% of advertisers create 11 times more creative than others. Like that is obvious. But they would know as well. So like, how could we do this? So how could we make these ads efficiently? So the first thing we do is get footage of 10 cars for background. 10 cars or 10. Let's go, models. Get footage of all models in black, white, gray are going to be the most popular ones. Right. So basically you don't show their face normally?

No, we don't normally. But we can shoot to an actor talking to camera and then we can shoot back to the car footage. So like we could just film the person talking to camera once and then mix it with different car footage, I.

Think so demographics talking to camera, then go back to the car footage. So basically. So four variations for race, let's just say. So white, black, Latino, Asian. Does that kind of sum it up?

Kind of, I think, yeah. In Australia we don't really have blacks or Latinos, we just have Asians.

Is that right?

They're not in a significant number. So I would suggest Asian, white and one other. But yeah, different ages I think are important too.

Young, middle age, old. What else are we going to do? So what are the different states like New South Wales.

Yeah, New South Wales, Victoria, Queensland, Western Australia or wa. ACT is another one. And TAS is Mania or tas. So there's like six or seven.

Okay, so let's just go then. So we're going to have the footage of all the models, the footage of all the things and then the next thing I want to do is a visual hook. I think we went over that in one of our calls. Visual hooks. Yeah, audio hooks.

Would the visual hook relate to the.

State or the visual hook will be. Basically there's three types that I like to do. So one is going to be like leveraging something more well known than you. So basically the probably going to be the state, to be honest. It's going to be a something they will learn in the video or before verse, after transformation or like the three biggest things. So, you know, sad without a car versus happy, I guess you could say would be one or you know, high payment versus low payment in the car. Like and then audio hooks. Usually I'm going to go like a list of them. So a hundred hook ideas. I'LL put them in here, but you're usually going to change like so basically what we want to do is have the bodies and then five hooks per body. So get actor to say the five hooks separately and then you can mix and match them. Because your whole business here is going to be basically more creatives and better landing pages. Right? So we want to have a system, I don't know, like this is notes on a Google Doc, but we want to have a system to collect all of this and then stitch it all together like efficiently. With the goal of, in my view, like the overall goal here equals 70 new creatives per week. If we want to get to a mil a month is in reach because our main funnel was very bad without being too mean. And we are doing well here. But we don't have that many creatives, right?

Yeah, we don't. And we're not very systemized. We're very like spaghetti at a wall. Like, hey, list ad looks good, let's try that. And then there's no system. So I'm seeing here like, you know, five different intros, five different main bodies, five different actors. Are you suggesting we even clip these as separate pieces and then get an editor to combine them?

I would say that, yeah. So employee or two to get the footage, employee or two to edit them, employee to upload and watch them. So like you'd have a, like a five person content team here if you wanted to do that. They don't have to be employees, they could be contractors. But you want to have something like that. And I think that would be good for now. Like, you know, eventually, like you will quickly find what works, for example, in terms of model of car and color of car. And then once you find, you know, the top five performers, for example, then you can work on the demographics. I would also put the state in every ad and have a separate campaign for each. So this will, you know, will get you a better cpa, for example, and it will let you monitor the CPA differences between regions easier. And then if you have someone who only wants it, they're like, or you just have that data to show people. I don't know. Then you can. I don't know too much about how the Australian car finance market works, but I know how advertising works. So something like that. So let's get to the landing page here. Let's see. So we have autobuddy. Let's get rid of that. Let's get to the funnest part, which is the landing page. So this is the landing page. All of it's the same landing page. Right?

That's our current winner control.

Current winner. Okay. And how often are you testing this?

Not that. Maybe once a month with a new version.

How much traffic do you get sent to it? How many clicks do you get per day?

About 900 to 1,000.

900 to 1,000. So you have enough traffic where you could really do this. Do you know what the current rate is? I'm putting it up on my phone if you're wondering.

Yep. I'm just pulling up unbounce to look at the stats. So the current conversion rate is about 12.6% on that winner. Okay.

I think we could aim for in the twenties just based off my experience. Autobuddy.com au quiz page.

No. Yeah.

Why isn't this pulling up for me? I'm going to send it to you in WhatsApp and then pull it up.

Maybe the HTTPs is not resolving.

Okay. Basically yeah. Like this is from the last part here. So this is how it basically shows up on my phone.

Yeah.

So just looking at this, we probably gotta make this logo. You could probably make it smaller and put the padding less to save some space. Could definitely put this padding less to save space. And put rated 4.5 star with 500 reviews on the same line to save space. Definitely. Great car. Great, great rate car loans. I would do something. I would probably try to match that to your ads better in some ways.

Yeah.

Or like we make it easy for Australians to get loans like on your site is better than great rate car loans in my opinion. No credit check to confirm eligibility. Take the quiz below. I would put that down here in the place of confidential, safe and secure instead and have a something that implies like we match over 50,000 Australians per month for. For car loans or something just as a form of social proof. That's better.

Yeah.

I don't think that blue cars are going to be the most popular. So I would probably do a white or black or gray car or silver car rather and probably a tougher looking model than this. What I would do is whatever your best performing ad is. I put that car in there basically is what I would do here. I put a progress bar either inside or at the top. That's a percentage basically put like estimated 1 minute to fill out with a progress bar just so it seems a lot easier. So I'd also put are you interested in saving on your car finance instead of how that is and let's go. Yes. What type of vehicle? I'd probably put like these as questions instead. So car, suv, van, truck. Let's go to the actual site here. What I would also do here is at the very start I would put email as the first question or maybe the second question just because you can set it up so that even if they don't fill out the form, so 88% of people don't fill out the form, you're still going to collect their emails even if they don't fill it out. And then you can send emails to them, probably try to get them back and then you can upload those emails basically into a custom Facebook audience for retargeting right away as opposed to it probably being like back here and you're just not getting a lot of them. Vehicle make I'm interested in. I'd probably do something or try to find an app where if they put something in it will like auto fill if you can. So let's just say a Mercedes G Wagon because that's going to be better for your actual CRM and like beamed to that stuff. It'll be more consistent and it will be easier for them. Are you interested in buying used or new? Let's just say used. This looks good but one thing that I would say here is they'll probably know what the price is. Right? Okay, that's true, that's true. How much, if any deposit looks good. If you said yes. Probably not. Do you. Do people know their credit ratings?

People don't really know. They just guess.

I'm just going to fill it out kind of randomly here. So I'll put test and test but I want to see what happens after because we've done the add, we can fix up that above the fold and then But I want to see what happens after the form. So put test a test, select our state so it looks like we have west and southern Australia for our ads too if we want to. So like this is basically I put that at the very beginning for the same thing even like it might. I don't know what the impact will be on your actual submission rate. Could be less, could be more. But you're going to collect so many more people in your email flow that can bring back what's a phone number? What's a burner phone number.

You can use mine. 0404-777-7232 just edit that bit out. Code Number is or actually 026-01-852, 01852.

0185 yeah it says it's not found but it could be because I'm in Canada. Do you know the thank you page URL?

Yeah, it's autobody.com. Actually I'm going to send it to you in WhatsApp. Just a little bit long. It says appointment booking page in a like a three word step. There it is.

So thank you and this will be dynamic.

He'll have their first name in there. Yep.

What I would do is I would definitely on this page put all the star ratings, put all of your social proof, tons of testimonials. I'd also have a video of you talking here. To be honest, I would lay this out better. That's an average of 794. What happens next? Put like step one, step two, step three put icons for this FAQs is good, good. Even more FAQs. But I'd also put average like time they're going to call you in like you you estimate you're going to get a call. There's a typo right there so bad. But get back to you within 24 hours. Put estimated time and you know look for a Australian number I guess type thing.

What would the video, what would the video say would have me talking about?

Yeah. Hi, I'm Billy, I'm the owner of Autobuddy. We're going to get you the best deal. What you can do is like if they. Because there's going to be natural questions like what you can do is like you can either use your own brain or you can ask the people like what if the top 10 questions that they get on calls for example and then you just answer them in that order in the video. So basically you have an issue with.

The leads picking up the phone. A lot of the buyers say these leads then pick up the phone. So you're saying maybe I can improve that by what I say here.

Yes, exactly. And basically what you'd want to do is have an email flow and an SMS flow that says we have passed your stuff on because you want your buyers to have a good result because then they're going to buy more leads.

Right? Yeah.

So an SMS flow, this would be better here. An email flow like expect to. Okay, we've passed your lead on now type thing. Yeah, if you can do it dynamically here that would be good. We passed your lead on to this company with this phone number and it's this title. Like that would be very good too. So basically the form, we kind of have to do that form like that I would change it to questions. I put the email first. Make those changes on the thank you page. So let's go to landing page. So landing page. So let's go form thank you page. So at the top we'll go what do we say? Star rating at the top VSL from Billy Auto email flow saying they matched if possible dynamically say who you sent the lead to and their star rating and website. Same thing as above. Send email and dynamically same thing as above with sms. I don't know why it's all like like that. More reviews on the more reviews Testimonials answer about 10 FAQs with natural questions they will have. And you're. How are you tracking this stuff? Basically like you have the pixel on that page. An event.

Yes.

What's the event? Is it complete submit application, late event? I don't think that's good. Change Facebook campaign to submit application instead and put that code on the thank you page. You know, right now if you are using lead, it is optimizing for, for people who fill out small forms, you know, one paragraph. If you do complete registration it is going to optimize for people who fill out longer forms. You may get a little higher cost per lead to be honest. But the cost per qualified form submission will be much better editor which should work for the broker. I would also try to do something like give the brokers a system to call, text, etc. Within five minutes. Encourage them to call six times per day. Keep nurturing from your email flows with autobuddy and that kind of stuff. I think you could do a lot there. So basically a lot of people like if we're trying to get them to submit an application as a standard event in Facebook, which is probably the most accurate, you know, purchase like purchase is one schedule, a call is one submit application, complete registration. So either complete registration or submit application, it's going to perform a lot better. It's going to. Basically it's like a lower, deeper funnel optimization than just lead. So you're gonna get less junk. Should be like the same cost per lead, but you're gonna get more.

So you can either set up a new campaign in parallel and then give it a schedule.

And you're using the standard lead event at least, right?

Yeah, the standard one, yeah.

Okay, good. We never wanna do custom ones because if we're doing it with the standard ones, Facebook can share the data with everything like every other advertiser too. But if we're doing a custom one like Facebook doesn't really know what we're looking for. So it's just the. It'll still optimize but Only use our data in our account versus everyone's. So the above the fold section is going to be what matters the most here. So like we said smaller bring this up to the same line. So landing page, smaller logo. Bring or less padding with the star rating so it is higher up. Put the text on same line as star rating to save space. Let's put this over here. What else did we say? Better headline that matches match headline to the ads better or just better headline. I don't think that's the best headline. Same as website would be good. The next thing I would do is change current sub headline to an underline in the form where the current like secure thing is. Replace the current sub headline to something that implies proof like we match 15,000 Australians per month or something. So an example of that if we go to like smartasset.com, which is a financial advisor thing that you're doing like basically you but for financial advisors if it actually loads. So we could also do something like this in the press. But now it says now matching nearly 50,000 people per month. Something like that. If we go down like and if we. Oh yeah, we gotta put the find most popular type of car style plus color from the ads and then put that exact one on the landing page. That'd be a good one. The current blue RAV4 or whatever that is is probably not the most popular. Could also just google the most popular car in Australia and put that there. So let's see, you could also because you're going to save some space here, you could probably put this higher and just scroll. So as featured on. As featured on logos above the fold and scrolling for more proof. But do scrolling to save space. Let's also go to page Speed Insights. Let's just put this through the page. Not that it PageSpeed Insights is the best but it should see our first contentful paint. And if we are running through ads like we really want to have that dialed in. So trusted lending partners take the quiz. This is not showing like that on the thing. So that's fine. And then the last thing I'd probably do is put testimonials much higher proof is going to be the biggest one. Put three before verse after like car payments, credit score approval versus not somewhere else and something else like I had this car before and now it's the best. So basically on mobile your first contentful pain is pretty good. The first contentful pane is like when it shows up after how long on mobile if they are not cached and they're on, I think it's 4G, either 3G or 4G connection now. So if they're on LTE 5G, it'll be faster. But we really want this to, regardless of how fast this actually loads, we want it to be at about 2 seconds or less because that is what Google decides is a fast loading page speed. It'll be better for our cpm. It'll be better for, you know, actual client experience. It'll be better. And there's some things that you could do to do that. You could just go through these, could defer the scripts, you could clean up some of the stuff, but this is going to be peanuts. This is more like you're already at 1 mil now and you need to squeak out 5% gains type thing as opposed to all the stuff that we're talking about. So I wouldn't worry too much about that. And if we do the form and the final thing we'll do so the form, put email first or second or third and hook it up to your email marketing software flow so you can collect more. You might not put it first. You might put answer the yes or no questions first just to get them like locked in. So the next thing we'll do is change everything to questions instead. Next thing we'll do is emphasize it is a two minute quiz or less somehow and put a progress bar and it should be, should be good to go. It's like what else do you think could impact you or make you get to 1 mil per month? Because like not a lot of people know this but if you're not at 1mil per month, you're a bad person. So like we need to get there.

Yeah. What else? I don't know. Within this vertical in Australia we would have to 4x the number of leads we generate and 4x buyers, which sounds like a lot. But we could also go into other verticals of lead within finance such as personal loans or home loans, which I think are a bigger growth opportunity. So I think definitely getting more of those industries.

I think you could probably forex this right now. I've seen your ad account and it's acceptable right now you get the landing page 50% better, you get your ads a hundred percent better. You've like tripled your business and then you can just scale the ad spend 4x and probably get the same CPA as you get now. But then once you get that figured out and it's all dialed in because right now you have no email flows, you have no appointment setter, you have a bad thank you page. Your main funnel is not very good, to be honest. You don't have 70 new ads per week with a couple landing page tests per month. And your landing page is not perfect. Like, I don't think you should do something else. I think you should get this to one mil per month or at least try do more. It's 25,000 leads per month, basically at $40 CPA, right?

Yeah, when you put it that way.

So 40,000. 25,000 leads per month. At $40 CPA, we gotta be basically spending like that. Like that is what we're gonna be spending, right?

That's a million dollars in spend.

That's a million dollars in spend.

We sell the leads for, let's say 65. So we actually need to. How many is that? 65.

Okay, so basically we need 15,384 leads per month, right?

Yeah.

And then. So 15,384 times 40, let's say. So we need to spend 615k per month, which is basically 20,500 a day. And that's all we really need to do. Like, if we do the math, it seems a lot easier. So it's how do we spend 20,000 per day while still being at 40? So we basically need to get better ads, more numerous ads and a better landing page and then the people to buy them. And to be honest, to be honest, I've been an affiliate a long time. I probably do over a hundred million in revenue a year as an affiliate. And if you have the volume like that, there's going to be one or two big companies that will just buy all 20,000 leads per month. Like your next level is going to like you're kind of doing it the shit way right now, which is what everybody does at the beginning because you have to. But you're going to go to a networking event or you're going to prove that you have this many leads and the biggest finance company in Australia will just say, I will buy all of these and then they'll just move on. But you're probably not at the point where you have that kind of leverage yet. But for me, I sell insurance leads over, you know, 300k a day of insurance leads. Now I just go to a conference and I meet someone who will buy all of them. That takes out all half the operations of my business. That takes out a huge cost from getting those clients. And you know, they're going to be very happy. Yeah, because all these companies just need to generate leads.

The Clear biggest in the market will become very attractive. You're saying to one.

Yeah. And those companies will pay more than these companies. And especially if it's exclusive to them, they'll probably pay because I sell these, I sell whole life insurance leads for $500 each. And I used to sell them for like 150 when I was doing it your way back when I was many years ago.

Right.

So you're going to buy more. They're going to buy them for a higher price and then they're probably going to try to close them and then resell them to every single other insurance company and get their money back after they failed. And that's just how business works.

Yeah.

So I think you, you could, you could get to a million dollars. It's going to be easy. Based on like you doing 230 right now. You could probably get that up to 350 to 400 just by increasing your ad spend. Like you're not going to make any profit doing that because your performance will go down. Right. But still, like, you fix some of this stuff, you'll get there easy.

Yeah. I think fixing everything holistically and some of those smaller items like the reviews and those things that are probably impacting us as well, I think it'll all add up bigger than the sum of its parts and it should have a really good effect on lead volume and cost. Delete hopefully.

Yes, sir. So that should be it for today. Is that good or what?

Awesome. No, thank you very much. That was really, really helpful and I can't wait to get started implementing some of this stuff straight away.

Okay. If you're watching this and you want to be our next big success story, obviously join my scale. Your agency, right, Billy?

Yeah, jump in there. It's great. I've enjoyed it a lot so far.

Sounds good. I'm going to stop the recording now.