Instructor presents a practical ad strategy for small daily budgets (example: $10/day, $70/week) and recommends a funnel budget split: ~20% top-of-funnel (awareness/clips using Advantage Plus with clear audience messaging), ~70% middle-of-funnel (lead generation: webinars, VSLs, workshops, SLOs), and ~10% bottom-of-funnel (book-a-call/apply; warm audiences). A workshop ROI worked example projects an 18x ROAS under conservative assumptions. The talk emphasizes fixing sales/follow-up bottlenecks, prioritizing maximization over endless micro-optimization when ROAS is positive, and using a clear naming convention: funnel → step/objective → campaign name → audience identifier.
Questions this video answers
Top 20% / Middle 70% / Bottom 10% (speaker notes possible variant: shift to 20/60/20 or raise bottom to 20% depending on strategy).
Use Advantage Plus targeting and explicitly state who you're serving in the copy and videos (e.g., coaches, business growth, weight-loss clients).
Assumes 1,800 registrations at $10 acquisition = $18,000 ad spend; 20% show rate (360 attendees); 20% book calls (72 callers); 30% close rate on calls (21 clients); $324,000 cash collected; 18x ROAS (conservative/worst-case assumptions).
Welcome to module 8 guys. We're talking about your ads strategy. So I have an example funnel or breakdown for $10 a day, $70 a week. Not a lot of money. Everyone can do this. So I have percentages break down what I would recommend, targeting, etc, I'll go through those now. So this type of final or strategy can. Well some people disagree, some people agree with it. They think that it's a little bit light on bottom of funnel in terms of like getting people to opt in to actually jump on a call and work with you. My argument for that is we in email, okay? So a lot of the times when someone gets invited to success score, it's in DM or email. We sell in private, in public we market value. Okay? That's how we do it and that's the method I will teach you. So top of funnel where the follow me funnel. Below this in school you can see all the funnels and how to set them up, all that type of stuff. But I just want to give you the overarching concepts today. So big concepts, I'm going to teach them to you and what I would suggest. So top of funnel, Follow me funnel. So clips in terms of the targeting, we're going to use Advantage plus. Really important with the follow me funnel that you are saying who you're going after. So coaches, business growth people want to lose fat like whatever it is in the clips we want to be talking about the problems and the solutions that you provide. So the I can track that and then show it to the right people. Okay, really important. So this Advantage plus targeting doesn't work if you're not talking in the copy and in the videos about who you're serving, what the problems are that you're solving. Okay? That is a big key. So 20% of your budget on top of funnel. Middle of funnel. So we've, we're doing lead gen here. So this is for a lead ad campaign. What you can do, you can do webinars, you can do VSL funnels, you can do workshop funnels, you can do SLO self locating offers, you can do whatever it is in this middle of the funnel bracket. But 70% of the budget that we spend goes into middle of funnel. Then we've got bottom of funnel, that's 10%. But with the middle of funnel we're going to use Advantage plus and then we are excluding warm audiences. Okay. Because they will already. All your warm audiences should already be on your list. There are other ways to get them but we're exclude them. So exclude Email list, exclaim Instagram, exclude Facebook, exclude video viewers 70%. So we're just. So we're attracting new people, top of funnel. Then we're getting the new people, we're getting the email address, name, phone number, hopefully giving them a call, send them emails in the text messages and getting them along that seven hours in the strategy. Then bottom of funnel we have the work with me funnel. So that's essentially book a call or apply to work with me warm audiences only. Okay, so this one we're targeting warm audiences. So email lists, Instagram, Facebook, video viewers, website viewers, whatever that is. And that's for 10%. So you can mess with these a little bit more. If I were to change this in a way I would be maybe changing this 10 to 20%. So 20 to 10. And then I'll pop this bottom of Funnel up to 20%. You can change it up that way. It's fine. Whatever way you slice it. This is would be a typical breakdown for me. Okay, so you can put in once we get into the. I'm showing you the exact funnels below. You do any of the top funnel, any of the middle funnel, any of the bottom of funnels. Okay. They just. We need to have all three to have a functioning funnel that's working. So I've got some breakdowns here. So 10k months, 20, 30, 40, this is the ad spend calculated on 10%. That'll be the daily. So 3,366, 99, 132. Uh, we're doing about 5k a week now on ads, which is a little bit under, but the higher you go, probably up to the 100k mark, you don't need to spend as much depending on the quality of your brand. It's varied. So if you want me to go through that with you, we can. Your ad strategy in terms of a workshop breakdown. So this is how I break down a workshop. So we worked out a workshop in January. We wanted 1800 people registered on ads. I calculate $10 registration fee at the high end, so it's $18,000 ad spend. I will calculate that on the low end we will get 20%. So you always want to calculate on the low end. Worst case scenario, 27 people will show up, then 20% will book a call. So that's 20% of 1800. 3, 60, then 20% of that is 72. Then our lowest close average is 30%. So let's say we close 30% of them. That' 21 new clients, that'll be 324,000 cash collected or an 18 times ROAS. Okay. So for every dollar we spent, we make 18 in this funnel. Okay. And this is calculated on worst case scenarios with our marketing. So if you guys know these numbers for your business, what is stopping you from investing in your business? Okay, good question. A lot of people are really scared maybe because they don't have the sales down pat, they don't have the landing pages down pat, they can't text, they can't call, they can't do all this type of stuff. Usually the sales is the big letdown of the issue for a lot of people with marketing. So really important concept here is maximization versus optimization. So if all variables do not change and you had a return on ad spend of 1 to 8, why wouldn't you just spend more to make more? Good question. What would break? What would the bottleneck be in your company and how could you handle the scale? So I see, I'm guilty of this as well. And I see this tons in successful is everyone wants to tweak the headline, the hook, the copy. They want to tweak their email messaging, they want to tweak their tech sequences, they want to tweak all the stuff. At the end of the day, your funnel is only producing as much as you're putting in in terms of ad spend. So if you want to get out more, and we're not talking about the half a percent or the 1% or the 2% or whatever it is, would it make sense to put more in to get more out? Okay, if we're keeping a track in our KPIs of the return on ad spend, then it would make sense to maximize and not optimize what we're doing. Okay, Big issue in ads is you. Generally most people are just not spending enough money. Okay, so I gave you a 5, 10% budget above in this document. We can go up. So if your return on ad spend is good, then I would suggest spending more. If it's not good, why is it not good? Is it because you can't close on the phone? Is it because you're not setting people? Is it because they're not opening your emails? Fix the bottleneck in your company so you can spend more on ads. That is the key. And this is the way I sound like what, what is Star Wars? This is the way. Is that like the Jedi thing there? But like you want to analytically look at your company, look at it from like a flowchart. If I'm getting people in on ads, if they're opting in? Are they opening the email? They're opening the text, Are they watching our podcast? Are they answering the call? Is the call script good? Does the call script suck? And you might be thinking, yeah, this sounds very hard and complex, but if you want to scale 7, 8, 9 figures, you're gonna have to get into the nitty gritty and the detail of this stuff and find out what the bottleneck is. And once you have sorted out the optimization, we need to maximize the inputs to get the output. Okay, this is the key. So we're gonna just lastly, for the ad strategy, very simple, 10, 70, 70, 20%, do it, set it up, run it, makes it quality, refine it, make it better, maximize it, spend more money, do all that type of stuff. The naming is a bit of a deal breaker for me when I'm setting up, when I'm going into ads accounts and I can't even tell what the hell is going on because the names are all crazy. This is a really good naming structure. So funnel, step objective, campaign name and then audience identifier. So middle of funnel, lead magnet success blueprint Australia. Okay, I'm just going to log on your ads account. I'm going to, when I'm mentoring you, I'm going to see it's a middle of funnel, it's a lead magnet success blueprint, and it's in Australia or USA or wherever you're targeting. This is key for naming and structures. So let me know what you got from this module. Interesting one, really easy setup. You guys should have this done to death now and you should have it down pat. But I wanted to give you a worked example of what we're looking for. Optimization, maximization, and then naming the funnels. Let's go.
