Mike Minutes Mastermind 03/24/2025 - Facebook Ads Walkthrough

Ladies and gentlemen, boys and girls, welcome to the Mike Minutes Mastermind. Let's get this party on the road. Couple quick announcements if you did not get it. There was a.

Email that I sent out last Friday evening. All the most recent updates. There's like six or seven of them, so please make sure you watch those. A reminder that April 1st there are several departments from Command center that are being stopped. All that training is on the academy. If you have any questions, book a call with Command Center. I know we've been, you know, messaging and emailing, etc. But just as a reminder, all that those reminders though are in those emails. I usually try to send those out every three to four weeks and that is like an update of anything that I contain in this section of the Mike Mint Mastermind, which is announcements. So definitely check those out. Last night the estimates inside of the customer portal was updated inside of Copilot. This is now going to allow you to see why estimates are declined. Watch the video. Right when you open up the Copilot page, there was a pop up if you're the first one to see it or to be there. Otherwise, just check out the Facebook page. There's a lot more information about that. The team was up all last night and all weekend the past two weeks realistically making that happen. So thank you to all the members inside Augusta Nation that actually alerted us last night to a couple things we had not been able to see prior. And so we were able to fix both of those within short order. But thank you for alerting us to those specifically around switching accounts between different Copilot accounts. And what if you had multiple accounts as well as the bulk credit card charging. So thank you. Those are both resolved really as a direct result of August Nation alerting us inside that Facebook group. So thank you very much. All right, we are going to hop right in. I'm going to do some questions and then I'm going to go to Education. In the education segment today, I'm going to go through a Facebook.

Campaign that I just launched. It's going to be for Copilot because I just launched it. However, I wanted to walk you through it because you'll use this in your own campaigns as well and it will certainly help with creating massive amounts of variation. So I'm going to show you how in one, in one ad campaign, this probably took me an hour to put together, I was able to create like hundreds of variations of ads using ChatGPT, using the description, the headline and the the primary text. So we'll get to that and how you can use that. And all the resources are already on the dashboard. But I'm going to walk you through using ChatGPT a little bit to create the variations for you. So let's go ahead and get started though, actually. One second, Give me one second. Let me see if I can actually pull up my chatgpt. Give me one second.

There it is. Aha. Let's go.

Perfect. All right. I was able to find it.

So boom. All right, I will come back to that after. Just go through these questions. There's just a few. That's why I didn't do a mastermind on Friday. There was only one, I think on Friday, so it looks like there are four now. So let's go ahead and get started.

First one up is from Garrett from Glendale. I'm mowing a client's lawn for free in exchange for a digital ad in Denver Life magazine, which reaches 45,000 people each month. It might not bring in many new customers, but we'll see. Is there a way to create a special link for our customers Instant Quote page? That way I can track how many people visit from these digital ads and see if any return any. If they turn into customers. You could send them the slash estimate page on your website if you wanted to segment this out.

You could also have them like a do a QR code. So if you're putting in oh, this is digital ad so you could have a tracking code. So for example, instead of giving them a link to your website, you give them a link that you can track. So like tiny URL and other, you basically make up a link and then every time it gets hit, you would know at least how many people clicked on it. So you could do that. It'd be an really easy way to do this as well. You could also track this from Google Analytics, can set that up again from inside of your dashboard and the web team will get you access to your GA4 Google Analytics account. So either of those ways will work. If you were doing this in like a print magazine, I'd probably say do like a QR code or something. Kyle Tarvin on Instant Quote website form, after the customer accepts their instant pricing mowing quote, it asks the customer about an upsell push, training, weeding propaganda. This form doesn't let them not select an upsell. I think this may lead to false upsell requests and the customer just wants to click on something and be able to complete the form. Can you check into this to see if it is an upsell optional on the Form. Okay, I know what you're talking about. We are looking into this and split testing. Like what the conversion on this on several different ways. I'm kind of holding off on it because we're already gonna be affecting the form here pretty soon with requiring credit cards on file, which is a more of a final.

Kind of makes more of a feeling of finalizing the quote before the upsell. So there's a few things we're testing here. We will come back to this though. I have this on my list for the summer and that is several things around the instant pricing form, like capturing the, the contact information before they see the price. There's several other things we're working on. So yeah, this is definitely on my, my, my radar, Kyle. There's like three or four things though that I'm trying to do on the form and so I'm just trying to prioritize it. First being that we do get card information on file. And so this new release that went out last night, you'll notice inside your Stripe account there's way more information. It's not just their email anymore. It's like you, you, if you go to details, you actually see their address, you'll see their customer name, etc. So there's a huge amount of infrastructure in the back end that was done that really is not just the estimates. It's the whole payment reinforcement, reinforcement, redoing the infrastructure. And part of that is what was required so that we can then connect the credit card form to augustalongerservices.com on the instant pricing form. So this is a, this is a big component required. So then we can now put the form into collect card information from that form. So just know that that's like my priority. But there are like three or four other things in that pricing instant pricing form that want to improve. And one of them is what you're mentioning here. Um, so yeah, this will, this will be on the horizon for sure. This summer. Care from Glendale, Colorado. Leading and supporting my GM goal. Fear current situation. Questions. Okay.

Goal. We want to grow fast over the next six to 12 months. We need to stack cash and improve our business so we can grow sustainably. I want the business to make good profits, be something I could sell one day and may and allow me to work remotely for six to eight weeks a year. But I don't want to be hands off anytime soon. We've done 685 the last 12 months. My fear is I worry that if I hand off tasks, they won't be Done as well as if I did them myself. So that is true. It's just what degree of separation are you willing to accept? Current situation. We've cut down our service area to reduce drive time. For the next eight weeks, I'll focus full time on selling mowing jobs. My GM started with me in the field three years ago and has really stepped up in the last nine months. He still works in the field almost every day, but has been taking on more responsibilities without me asking him. Trying to let go, but delegating is sometimes hard for me. I used to run team meetings and be at the shop every morning, but I think that held my GM back. Now he's taking the lead on meetings and wants more responsibility so we can both focus on what we do best. He's great at operations, I'm best at sales and marketing. I haven't been at the shop in the mornings for almost a month, but since it's just him and one other person in winter, it hasn't been a big deal. If I step back from some tasks, I can focus on selling high priced, efficient routes, which will be key to making good profits this year. Questions. When we get back to six to eight team members this spring, how often should I go to the shop? Would once or twice a week be enough? Should I let my GM decide? How often should I meet one on one? Okay, so let's start with the first one. I would talk to your GM and ask when they want you around.

Because mostly in case they think you're getting the way. So I don't think you are. Just knowing you, Garrett, I don't think you're probably getting the way. But ask them like, hey, do you want me to show up like once a week? Do you want me to do it after the team is gone and we have our meeting? Does it, Is it helpful to you that I'm here? Do you want me to say anything in the meetings? Like, I would let them dictate the schedule of the meeting and whether or not you talk. And then, yeah, I would let the GM decide. How often should I meet one on one with the gm? I would say at least weekly in person. Going over the scorecard from the previous week. I would require my GM to have that scorecard filled out and I would meet with them weekly in person. In terms of how long they should be those meetings, 15 to 20 minutes is probably all that required to go through that GM scorecard and what key numbers I would be doing this GM scorecard. So the GM scorecard, it's Available on a Canva template inside a dashboard so you can edit it however you want. That's what I'd be going through every single week. By the end of four or five weeks, they should be able to fill that document in like 5 or 10 minutes. Where to get the information. The first will take them 30 minutes, 40 minutes probably. But after that they'll get to know where the numbers are at, be very acquainted with it and be able to fill out very quickly. I would document that in a binder or at least digitally in a Google Drive each of those weeks. GM scorecards how can I better delegate while still holding my GM accountable certain KPIs.

So realizing that like if you're taking on sales and he's taking on operations, that there needs to be clear delegation and figure out what what roles inside the business fall under operations, what roles inside the business and task fall in sales. And then being very clear in terms of you own this and I own that and I will ask for metrics about what you're doing, but I'm not going to do them for you. And so making sure that that GM scorecard contains enough metrics for you to be able to see at a glance, enough to not get involved in their day to day, that's really what you're doing. That's why the GM scorecard exists, so that you can manage through the numbers and have a pulse on what is important to you without having to be micromanaging. And so if you're like man, the trucks are never cleaned out, great, make it on the scorecard for like is it, you know, as a checkbox where all trucks cleaned out like you really care, just like make it to where anything on that scorecard you could theoretically never be there, but know enough about the business for you to feel good about it. That's really what the GM scorecard is about because it's all about operations.

Mr. Anonymous, when you are growing and looking at putting team members into trucks, how many do you put on insurance? Let's say you have three trucks and 16 members. How many of them would be on insurance? So technically you're going to get an audit usually a year annually as you grow for your auto insurance. And you're going to report everyone that's driving the vehicles. Usually I report those during the winter and I'll just submit them all to my insurance agent because there's way less team members. I don't like to have to be submitting every single one and then some of them leave and go like used to be part of our process. We'd submit every single time we hire an employee. But then you're like also having to remove them. It became a big pain in the butt. So I just made it say look, once people are been tenured for a while then I'll put them, I'll claim them on the insurance. And so this also prevents any sort of like short term team member causing a huge spike in your insurance for some crazy reason. Assuming you do background checks, you should know about anything that's on their record. That's crazy. I don't want to be finding out from the insurance person. So Jameson. Hey Mike. We currently booked out till next Tuesday for just projects. It is me and one guy and we will probably get mowing jobs in the schedule next week or the following. I have 40k in the bank right now and I'm wondering if I, I can hire someone. So I go, go, go get out and start selling jobs. What are your thoughts? Thanks. So I would refer you to the second stage of growth. Read that. Watch it on the new owner training. You're exactly where you're cleaning. Close to that two weeks booked out where I would be giving the green light to go higher. You also have sufficient capital in the bank to absolutely hire someone. So I would. I'm assuming you're trying to go to 500,000 as fast as possible. That's the assumption here. I would be all gas, no breaks in this scenario. Fact, the fact that you're this early in the spring rush, you're already booked out a week, you already hired a person and you're booked another week after that. I would be, I would be looking to hire someone say in like three weeks. You hire someone now like or interview them, hire them for the third week of April and then you start planning as if from that date you're going to have an extra person. So an increased budgeted hours capacity. Nick from the pain in the GM compensation document says one month revenue based on average of rolling three months. Currently this would be a bit much for us to pay out with. What are some rules of thumb for determining what is the healthy amount to pay out is distributable cash. So keep in mind if you have a bad Q4 like if you have Q4 collapse and January is really really bad then February, March, I think you're coming into spring rush that revenue could be so low that it really affects your distributable cash and brings that number too far down. So be careful of that. That's why in that document Also says the owner has the ability to forego distributions for a quarter. And we do that because if you have a bad Q4, so the ultimate fix is like fix Q4 and slowly bring that revenue where it's you know, 70, 80% of regular revenue. That's the ultimate fix. But that can take three or four years to really build out Christmas lights, build up winter services and get that conversion rate higher. It can take a while. So what you can do those for go owner's distributions and any distributable cash for a quarter. Usually it's this upcoming one in a week for most owners because they have really, really low revenues going into a spring rush where they're going to need more capital. So be very careful of taking any distributions if that's the case. If you're growing very quick and you have a very, very low revenue Q1, be very careful about taking distributions. Otherwise what's going to happen is you're going to have to then do owners contributions, which is going to be a negative impact on owners distributions in the next quarter. And no GM is going to be happy about that. When it's like, yeah, we actually, you know, we made 80,000 in profit but we also had to contribute 30 grand in from last quarter. So we got to take that. No one's going to be happy. Okay, I have not walked through this live. So give me one second. I'm going to share some stuff about Facebook ads. Now I'm going to share the copilot one because I literally just made this. But all of that to say this can be used in absolutely any scenario. Now I'm going to first show you ChatGPT.

Okay, so this is the email that had gone out for copilot about.

You know what we're, what we're the launch from last night, right? So what I did is I hey, turn this email about a software feature release into five Facebook ad text variations. Give me five headlines, give me five descriptions. I'll run them all under one ad set. All right, so then this is our first big feature release. The picture will revolve around the estimate decline reasons and the redesign of the customer portal estimates. So you could simply do the exact same thing here. Like, hey, this is a one click estimate email or just an email promoting a specific service.

For my lawn care business. And I want you to create five headlines, five descriptions. I want to revolve around instant pricing, around the fact that we answer our phone 24 7, fill in the blank if you want to. And then I just copied in this email. And then also, by the way, you could have it search in the website so you could say, hey, check out augustalongservice.com Wacom for information about my business. And to be able to create these ads, you could do that as well. And then say, here's your headlines, here's your ad text variations, and here's your descriptions. So 5, 5 and 5. Now, what that allows you to do is you take five multiplied by five and multiply five. Again, I have 125 variations. Sorry, 125 variations of text right here. Why? I have five different headlines that can be matched with five different ad text templates that can be married up with five different descriptions. That's 125 variations of an ad that I can do in one ad set. So it's very quickly, you can do this. Now, I then also had 10 pieces of creative, so 10 pictures that I created. Well, the media team did. And then I took those 10 images and put it on this as well, which now if you take 125 variations based upon five headlines, five text variations and five descriptions, and then you multiply that by 10, you now have a thousand, literally variations of an ad. And it's going to optimize which one is going to be performing the most. And so this is why if you're just running one ad on Facebook, you're going to have a massive drop in performance. So let me actually now show you how to set this up. So again, I know we have Facebook ads done for you tutorials, and Nick does this every six months to make sure they're updated. But this is the part that takes an extra 10, 15 minutes to get 10 pieces of creative, create 5 descriptions, 5 text variations, etc. But this is the difference between 30, 40, $50 customer acquisition cost and 100. 150 is I want to give so much of this data to Facebook and then let it optimize over the course of hundreds and thousands of variations. And it doesn't take a lot longer for me to do it. Doesn't cost me a single penny more to set up all these extra variations. So if you're just running one ad, or I've seen some people, I'm running one ad. It's not instant pricing. It's not working great. I'm getting like, you know, leads for like 60 or $70. You could probably cut that in half if you just spent 30 minutes by putting in extra variations and then letting Facebook do its thing. So let me actually just show you. I Wasn't planning for this. Give me one second. I'm going to open this up in my ads. This is an actual ad. It was turned on an hour ago. Let me just make sure I'm in the correct ad account. Give me one second. So I'm in, I'm in copilot. But again, think of this as we have, we have text, which is our headline, our description and our primary text. And then we have creative. Right? You have four different variables. If you just change those, you can immediately like have huge amounts of variations that Facebook just constantly is split, testing and optimizing. So I'm going to stop that screen. I'm going to go ahead and present and I share screen. Boom. Okay, so new feature release. This is the monitor. I know this is really not great. I'm going to try to zoom in. But as I zoom in, you lose fidelity and like information about this. So I apologize for that. But you can kind of see some of the performance over here. I don't know how many clicks There is. 18 clicks. Okay. Doesn't really matter. All I wanted to show you is like how do you set this up? So instead of edit, remember over here on the left hand side you have your edit, you have your history and you have your view charts. Right? So it's going to start off with edit because that's what I clicked. You have your campaign, you have your ad set and you have your ad right up here. You have your campaign, you have your ad set and you have your ad. Okay? Now when I set up this ad campaign, I am going to make sure that I am doing the advantage campaign budget which is going to distribute my budget across ad sets. Now in this case I only have one ad set, but you could absolutely duplicate this and do another 10 variations of the ad in terms of creative. So for example, what I've done I do for like Anytime Fitness is I have an ad set for photos, I have an ad set for video. And I'll do 10 videos and 10 pictures and then I'll let the campaign split the money between the ad sets as it as it sees sees fit. Now inside the ad set, this is usually pretty straightforward. I usually make it dynamic creative so allow it to move the stuff around in terms of that. So I what I do is I do a advantage. I target everyone that's ever, I have their email so there's thousands of people that sign up for like the free courses and stuff. I use that as a way to tell Facebook, hey, this approximately who I want to be marketing to now, do I think you should be using custom audiences inside of a local market? No, I do not use this for the gym because if I'm only targeting 6, 10, 15, 20,000 people, you're not going to have enough inside of a customer list to actually get good information. You're going to go after the demographic of the geographic area. So just as a side note there, but if I went after, like people who are entrepreneurs in all of the United States, I'd be just pouring money down the drain. So in this case, you have such a massive audience, you have to narrow it down. Okay, this is the part where I wanted everyone to really show this. And I apologize for being so small. Today is Monday. As with every Monday, office hours with Nick, our owner success manager, happens this evening. So if you have questions, hop on that. He will text everyone when he is about to go live and put on the Facebook group. I highly recommend being in those calls, especially when questions like this like, Nick gets to see Facebook ads and Google Ads all the time. So he gets to see stuff that things change as well as what's working. So I do recommend that being a great spot for you, like set up your ads on the call with him. So what I do for my ad setup format, I'm doing a single image or video. Like, well, I don't want to do single. I want to do a whole bunch. Yes, but that's the format. Then what you're allowed to do is inside the media, add a whole bunch of variations. So I have variations that are more showing the feature. For example. Oops. So, like, showing the feature. And then I have ones that are more like driven based upon my face and a little more like clickbaity. Then I have ones that are kind of integrated between the two. I face and declined big words like reject. So that's just creative, you know, different variations. There are tons of pictures inside of the dashboard. There's also Canva documents, Canva templates. You can swap pictures out and then it has a banner and you can change the text. And it's really easy. So again, if you don't know where this is at, talk to Nick, go in there, see how you can change in Canva very quickly. Different pictures change out, different headlines and different captions on the creative. But all I did here is I put 10 different variations of. Of text. I'm sorry, of pictures. Okay. And then optimize creative for each person. Make sure that's toggled on so it'll vary your ad creative and destination based on each person's likelihood to respond. Great. And then this is where I'm copying my primary text. So if we go back to. Oh, man. Okay, just take my word for it so I don't mess anything up. If you go back to ChatGPT, I'm simply copying in the five different variations that it gave me. It has emoticons and everything. Boom. There's those five different variations of primary text. If we go a little further down, I am also going to scroll through and see. Okay, are there any AI generated ones that I might be able to use? Because you could technically, like, technically I'm not using just five. I'm using like nine here. Because there's four of these ones that I like. Now, I do read through these because sometimes I don't like them, sometimes I don't like the way that they're written, the AI ones. But what's cool is it allows me to add more variations than just five. So technically speaking, I have nine different variations of the text. Right? Because I chose four of their five AI ones. And again, I would recommend.

I would recommend reading through those AI generated ones. I don't even allow AI text variations and IT testing. I want to know what the words are going to say. And I do check through those. All right. I do add a website URL. Boom. And that's going to be to your website. And then there's your headlines. 1, 2, 3, and 4 and 5. Oh, and guess what? Same thing. I'm able to get four more up to five, but I have four different.

Options that I can add to my headline. So now I technically have nine of those. So if you actually run the Math, I have nine primary text, I have nine headlines, that's 81. And then we have down here our descriptions. There's five of those. So 81 times five, 81 times five is like 400 multiplied by 10 different creative. So literally over a thousand different variations of the ad that you're going to throw into Google and it will optimize it like this is its job. And then there's. I'm just literally throwing it to the website. So you could throw it directly to your website. Augustinlongerservices.com location, name, you're up and rolling. So that is it. I'm not even doing tracking on this because I don't even need people to sign up for a free version or anything like that. I'm actually just trying to hit everyone that's just even knows about Mike Andes just because of all the negative stuff that's happened the past month or year. It's like okay, we're going to actually spend some money against letting you know some POs something positive happened. And yes, it's small and a lot of people don't see a lot of change but it needs to be to help the narrative change. So I'm not really caring about like trial signups here. I just need people to see it as much as possible. That's why awareness was the target here. Just get it in front of as many eyeballs as possible.

Cool. Hopefully that was helpful. Again, it doesn't matter what you're selling. I do this for the gym. I did this for copilot. I do this for local locations and that is I have my primary text, I have my description and I have my.

Headline best text and then I also have my creative. If I put five to ten variations in each of those I now have hundreds of variations that Facebook can split, testing and optimize for and massively impact my, my my conversion rate massively can impact my click through rate. And I guarantee you there will be out of that like thousand different options there might be five or ten that perform well that it optimizes for the course next week. Like it usually takes three to five days. I seen to where it kind of optimizes and you'll see it starts running all of its money like the 5 or 10 VAR. Because it starts it's split testing right now it'll take it probably three, five, seven days. I've seen it take sometimes to really figure out okay like which of these ad variations combinations work the best and then it will spend the majority of the money on those. So again this will take you an extra five or ten minutes to put it into chatgpt. Tell you what's refine it a little bit there. Tell it hey make it more clickbaity. Hey, I want to improve the click through rate on this Facebook ad. Boom. It'll give you better titles. So anyways hope you all have a fantastic rest of your day and I look forward to talking to you all tomorrow. We have training this week. We do have new owners in training. Last one before before spring rush and then we take a few months off in terms of training. So that one's coming have this new booklet.

Thank you. Everyone's feedback from training. We now survey everyone that's coming to training. Lots of improvements and now it's no longer a binder. It is on one of these nice.

Spiral bound and just much much better quality. So thank you everyone for your feedback. Training make each of those things better for guestination. Love you all and we'll see you tomorrow. Take care.