Morgan GillisFounder & Owner of Client Success Solutions LLC

If you're struggling with lead quality on your ads, fix the messaging.

26 Jul 2026 · 1 min

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In this segment, the speaker explains why targeting individuals who have lived with a problem for an extended period can dramatically improve lead quality. He argues that chronic sufferers are more motivated to solve the issue, have demonstrated willingness to spend by visiting multiple practitioners, and possess higher purchasing power. The recommended ad structure combines a strong hook (e.g., “stop going to the Cairo”) with a highly specific Ideal Customer Avatar (ICA) callout that directly addresses those who have tried various solutions over years. This approach filters in prospects who are both motivated and financially ready to invest, thereby raising the overall quality and conversion potential of leads.

Chapters

The longer they have the pain or the problem, do you think that their motivation goes up or do you think it goes down? The longer they have an issue, typically they're more motivated to solve it because it's been plaguing them for a while. If it just showed up yesterday, they're less likely to feel like it's that big of a problem. Multiple practitioners, this person, this person, this person, they've been to a bunch of people, they go to 4 appointments a month. Well, what that tells me is they have a willingness to spend money to solve the problem. So the problem is bigger. And they're willing to spend money on it. Hook was something along the lines of, stop going to the Cairo, do this instead. And then right after the hook, we put in this, an ICA callout, right? But a very specific one. So we said like, hey, if you've had this problem for years and you've been to X, Y, Z, but who's that bringing in in the ad? This is bringing in somebody who's had this problem for a while. They're obviously willing to invest the money to solve it. They've tried all these other things. It's like they're motivated to solve the problem, motivation/commitment. And the other thing is their purchasing power is up.