In this instructional video, the presenter shares a straightforward approach to reducing Facebook (and other platform) ad costs while maintaining or improving lead quality. The core advice centers on two pillars: (1) a simple ad‑account hack—creating a fresh ad account and duplicating a high‑performing ad to dramatically lower cost‑per‑lead, illustrated by a case where cost dropped from $50‑$60 to $11 per lead; and (2) a copy‑writing framework that emphasizes testing many variations of ad copy. The speaker outlines a six‑part copy formula (attention grabber, message angle, story, more info, call‑to‑action, scarcity/urgency), argues that longer, story‑driven ads often outperform short ones, and demonstrates how swapping the headline or lead‑in can instantly improve performance. Throughout, the presenter stresses relentless split‑testing—running 60‑70 copy variations weekly—and provides concrete examples of on‑brand versus out‑of‑the‑box ads. The video concludes with calls to action: join a Facebook group, download a cheat‑sheet, and register for free workshops, offering additional resources for implementing the tactics.
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In this video, I want to give you a super simple way to lower your ad costs and still get those high-quality leads that every single business owner out there really, really wants. I think most people when they're running advertising, whether it's on Facebook, Instagram, Google, TikTok, wherever it is, you want the best of both worlds. You want cheap leads and really, really good quality leads. But I think most people think that they're kind of interchangeable, that when you pay a lot of money for a lead, it's gotta be a good lead. And when it comes to paid ads, that's just really not the case at all. And that's not really how that process works. So in this video, what I wanna do is walk you through a few of the different things that you can tweak in your ad campaigns quickly, a couple of small hacks that you can implement so you can lower your cost per lead or your cost per result while still remaining and keeping that really high quality lead that you're looking for. So if you're, doing sales calls, you have a coaching business, something like that, this is gonna help with the quality. Even if you're doing something like e-commerce, this is gonna be a really good video to kind of share with you some hacks to lower your cost per purchase. So let's get right into it. And there's 2 big things that I wanna cover in this video. One is a really simple ad account hack, and 2 is gonna be copywriting. So I talk a lot about creatives on this channel, and I'm a really big believer in testing a lot of creatives, but the next best thing is really testing copy. What we've actually done with a lot of our partners is we've tested anywhere from 60 to 70 different pieces of copy every single week and not changing anything else for months on end besides copy has resulted in the cost per result going down every single time. And I think with ad copy, people kind of either don't throw much at it or they don't wanna make it too long. They don't wanna make it too short and they overthink it. So when it comes to actually putting good ad copy in your ads, I like to look at a formula kind of like this. So feel free to pause it, read through it, and this can change. But generally speaking, I like to do something like this: an attention grabber announcing whatever offer it is that it is. And sometimes I'll actually get rid of this if I'm being totally honest. Um, and I'll really just do the attention grabber, message angle, more info, a call to action, and scarcity and urgency. And you'll see in some of these ads like this one right here particularly, It's fairly long. Like it's, I don't know if I'll get a word count here, but I know if like you were to put this in the ads manager, it's gonna be a fairly long ad. And don't just write ads just for the fact of them being long. Write them if you're telling a story and there's a purpose behind them. But look at this one right here. I mean, it's a pretty long ad and we've found that longer ads tend to work better. People read 'em, people get more engaged with them. And you can drop your cost per lead while increasing the quality and actually making your quality better by simply just writing good copy. I think every business owner, if you're running ads, even if it's for e-commerce, if it's for a coaching business, you gotta improve your copy. I see e-commerce businesses all the time. They just put a little like product description. Like, don't do that. Be better than that. Write something that's really profound. And I know it's probably hard sometimes. Like, I'm just, I'm just selling like t-shirts. I'm just selling shoes. How can I write copy and sell this? Tell a story, solve the objection that is in the prospect's mind. They're buying a pair of shoes or they're getting clothing, fix the issues that they could be facing, right? And same goes for coaches, consultants, all that kind of good stuff. So doing this kind of framework tends to work really, really well. Um, I'll show you a few examples. This is one of our ads right here. Let me actually find, So this is one of our ads here that have worked really well. And I'll kind of read through it real quick. What's the difference between on-brand ad and an ad that's out of the box? Really good hook, kind of justifying it. 90% of the time businesses don't do these things, right? And then we go into like a story here, more information with the checklist, and then the call to action. Now I think an easy way to actually drop your costs is to make simple changes like this. So let's say you've got this ad that's working really well, and you just want to test something a little bit different with it. Duplicate it. You can either do it in its original campaign or somewhere else, and all you're really going to do is drop the budget a little bit, keep everything the same. And the best thing that you can test to drop your cost per result, if you already have a good piece of copy is gonna be this lead-in right here. So this first line that people see and the headline. So let's go ahead and do the headline first. Let's just say something like this, right? And then another really good one that you could do is test this piece right here. So I'm just gonna actually switch this. So I'm gonna lead with the shocking statistic, which tends to work really, really well. And it's just gonna kind of retool things a little bit. It just turned it into a completely different ad in like 2 seconds. It's awesome. I love doing these small tests like this. Doing these copy tests are a really easy way to just once again lower your cost per lead. And I didn't even have to do anything crazy there. It's just this first line in the headline. You're gonna get a lower cost per lead and you're gonna get higher quality leads because you're qualifying them a little bit better. So I'll pause. I would recommend pausing here, reading through some of this copy, seeing how it looks. But once again, follow this kind of a framework here. Attention grabber, message angle, put a story in there, more info, the call to action, and then you can even add some scarcity and urgency in there. So feel free to pause on some of these, check some of this stuff out, and you can kind of see the copy that's worked really, really well for us previously. And then if you want access to this, just check the description, you can join my group, you can get access to this copy doc and a couple other ones. So you can kind of see and model it. Now the last thing I want to do, because this is a quicker video, is share a really simple, very plain ad account hack to get your costs down really quickly. If you're running ads on an account, and you're noticing that the costs are a little bit higher, and things are just being kind of weird, I'd recommend just opening a brand new ad account and trying that out. So I'll show you that we did this with someone else recently, and I'll show you the crazy results that we generated. So you can see here for this account, previously we were sitting at around, I don't know, let's see, $50 a lead, I think $60 a lead in the last week. We duplicated one of the better performing ads from this account, changed nothing, and we just it in a different account. And past 7 days, $11 a lead, more than a 50% decrease in the cost per lead just by moving it to a completely different ad account. So this is something that I really recommend a lot of people try. If they've been testing a good chunk of stuff, or even if you just want to try something different, start a fresh ad account, put a new ad in there, see how it works. So that's all I got for this video. I hope you enjoyed it. And the last thing I want to share with you is this cheat sheet here. If you want access to this cheat sheet and a lot of other really awesome resources, just click below to join a group. And I also do, um, free workshops a couple times a month, so the next one will be sometime soon. You can click on the link below to register as well. It's also in the description, and we go over ads and all that good stuff. This cheat sheet is amazing. I've mentioned in other videos a lot of people love it. I'd really recommend checking it out. That's all for this video. Try out these hacks. Like I said, new ad account, ad copy, testing that lead-in and that headline, you're gonna get way better results with your ads. And you're going to improve the cost per lead because if someone reads that, that's where the benefit comes in of the higher quality. So try it out. Let me know what you get. And I'll see you in the next one.
