What To REALLY Pay Attention To When Scaling Your Meta Ads - MakeMyAdsGreatAgain.com

So here's how we were able to take a client and they were spending $20,000 a month on ads and they were stuck at that level and how we were able to get them from $20,000 a month in ad spend to over $110,000 a month with a 4.1x ROAS. So this is the case study that I want to share with you. It's a, it's a coaching client that we were able to scale. And I'm going to tell you exactly how we were able to scale. Because they came to us, they have an amazing product, an amazing funnel, it was working, okay? That usually makes things easier. But they came to us because they were stuck at that $20,000 a month level when it comes to ad spend. And for some reason they weren't able to scale, okay? And they were working with somebody at that point, they were working with a media buyer, but for some reason or another, that media buyer wasn't able to scale them. And they were ready to go. They were ready to take it to the next level. And today I want to share with you what we did and how we kind of shift our way around our— the campaign that you're gonna see so that we were able to scale them, you know, basically 5x their, their budget in just 2 months and basically double the return on ad spend. Okay, so I'm gonna share with you that right now. Now, if you're a coach, if you're a consultant, if you sell information of any kind, and if you have a campaign that's working, but you would want to scale that past the level that you're at right now, for some reason you haven't been able to do it. Or if you have been running ads for a while, again, for high-ticket coaches, consultants, information people, or information businesses, if you have been running ads for a while but your ads are not performing the way they used to, maybe 6 months, maybe a year ago, maybe 2 years ago, go to makemyadsgreatagain.com. There's a message waiting for you there. And, uh, if you like what you see we might be able to help you get it to the next level. So let me actually share my screen so that I can, I can share with you what we did for this client. Okay, so let me give you a little bit of a context. And this is a post that I made in our community, which by the way, there's links somewhere around here so that you can join, or you can go to makemyadsgreatagain.com/community to join. It's completely free and we drop a lot of value in this free community. Now this is again a post that I made, uh, on this community, uh, to basically telling our community members what we really pay attention to with scaling our ads. Okay. And this came after spending close to $10 million on ads last year for high-ticket coaches, consultants, and whatnot. And, uh, and, and we kind of switched gears when it comes to what we're really paying attention to. So just to give you a little bit of context, again, this client was doing, you know, relatively well. They wanted to scale, but they couldn't. So we onboarded them. And during our onboarding call, we asked them a lot of questions, right? We asked them questions such as, what makes you different, right? What— why did you start your business? What are some of your key metrics that we need to follow in order to make this a successful campaign? Are you creating content? Like, who's your ideal customer? Like, all of those questions that would allow us to craft a really personalized and high-level marketing campaign for them. And one of the goals, one of the objectives that they had during this call is if you guys— they told us if you guys can give us calls, like booked appointments for under $150, then we will be able to scale. Okay. So the goal was booked appointments under $150. Now, to give you a little bit more context, the way it works is they have a, what we call a short VSL funnel or a short video sales letter marketing funnel. Which is basically you send ads to an opt-in page, then after people opt in, they watch a short presentation, and then after that presentation, they are able to apply and they can book a call. Okay. And they were looking qualified booked appointments for their sales team for $150 or less. So we say, okay, well, that sounds good. And we got to work. Now, if you take a look at the screenshot here that I'm showing here on screen, if you take a look at this, This is really, really interesting because after a month or so of running their ads, we realized that the main point was not to get booked appointments for a certain number. What they were really looking for was to generate a profitable campaign. So we developed something that we talk and we call, and I've been calling this for a long time on the content that I put together, what we call our quote unquote North Star metric. North Star metric. What does that mean? That means that as long as we follow that metric, we're gonna be in a good space. We're gonna be in a good spot. Okay? So that is our North Star metric. So we decide that with the client. What is our North Star metric? Is it cost per call? Is it book cost per lead? What is it? Right? Because when you're optimizing towards, let's say, cost per call or cost per lead or something like that, cost per booked appointment, then you might lose on some other things. In fact, that's exactly what happened here and one of the reasons why they couldn't scale. So if you take a look at the screenshot here, Sorry, I'm drinking some matcha right now. So if you take a look at the screenshot right here, here's what happens. Okay, take a look at this ad set right here. Okay, at the top of this column, by the way, this is Hyros. This is a tracking system that we use to track, especially for high-ticket coaches. This works extremely well. So take a look at this, this ad set right here. We spent around $67,000 on these ads, on this ad set right here. Okay. So we're running, uh, we're running ads to 1% of book calls. So all of their book calls, we upload them to Facebook and we create a lookalike audience and we're running ads to them. And here's what happened. Okay. If you take a look at the cost per book call right here, we got 206 booked appointments, booked calls here for $321.24. Now, at the beginning of the relationship with this client, they told us, We want to get booked appointments for $150 or less, but in this case they're getting booked appointments for $321.24, which is if you take a look at this, this is like oh my god, this this this is really bad. This is terrible, right? Because we're actually doubling double double the their KPI, their their their key performance indicator, which is $150 or less per booked appointment. But here's the kicker: our North Star metric. Went from being how much we were paying to get a booked appointment all the way to profit and ROAS, because that's what they were looking for. They're not looking to get $150 or less booked appointments. They want to get a profitable campaign. So this is really important. So if you take a look at this, this ad set right here generated a 2.16 ROAS. That is return on the investment. That means that for every dollar that they put in, they get $2.16 back. So if you take a look at this, the revenue out of this ad set, out of $66,000 in ad spend, we got $131 in revenue. This is the total revenue collected, and this is $67,000 in profit. Almost $60— sorry, $66,000— $76,000 in profit, right? That's almost $77,000 in profit. So that's a ROAS of 2.16. So what does that mean? That means that if we would have gone after the cost per book call, this ad set would be— would have been stopped. But the media buyers at scale-driven.com, they know that they need to be looking after the clients' ROAS and the money as if it was our own. That's one of our company values is we protect the clients' money as if it was our own. Okay, so we're never going to scale something that's not producing a ROAS. So here's another one, right? Here's another one. 12 calls, 12 booked appointments, $326. Per booked appointment, way over KPI. But look at this, 4.08 ROAS. We spent $3,000, almost $4,000, and we made $16,000 back. That is $12,000 in profit. Now look at this, $253 per booked appointment, same thing, 2.37 ROAS. Now this is crazy. This is the craziest one, okay? Because here we got 3 calls booked for $2,000. 3 calls for $2,000. That's crazy, right? Yeah, $725 per booked call. That's crazy. But look at the ROAS, 5.05 ROAS. This is the highest ROAS that we have across the entire campaign. So the campaign is now producing 4.7, I think 4.21x ROAS. So that means that for every dollar that they put in, they take $4 out of the campaign. And of course we're scaling. Now they kind of hit a bottleneck with their sales team, which is something that, you know, it's a good problem to have. So now they're bringing in more sales team. They're starting to do that. Right? But look at the ROAS on this campaign. So this all goes to show you that you need to be really careful when it comes to picking a North Star metric. We're a direct response marketing campaign, so that means that our goal is to get these campaigns to profitability. Our goal is that our clients put $1 in and take $2 out or more, right? And depending on, you know, depending on their funnel, it might be they put $1 in and take $1.50 out today, right? $1.50 out today, but maybe in 30 days that same person, it's worth 10, 20 times as much for them. So that's what we do with clients. We architect this campaign and we pay attention to what matters. It doesn't matter how many follows you have, doesn't matter how many subscribers you have, it doesn't matter how many likes you have. What matters is the ROAS of your campaign, because unfortunately you cannot go and deposit all of these goals in the bank. You cannot deposit all of these leads in the bank. Of course, these are valuable because you can nurture them and whatnot. But look at this, like our main North Star metric is the ROAS. It's not the cost per book call. So this goes to show you how important it is to have a good North Star metric for you and your business and deciding of a North Star metric that can really crush it for you. Okay, now if you're a coach, if you're a consultant, if you sell information of any kind and your ads are not performing the way they used to, maybe you You know, you were running ads 2 years ago, a year ago, maybe even 6 months ago, but for some reason your ads are not performing the way they used to, or you want to take your ads to the next level and you want to bring in a world-class team to do that, go to makemyadsgreatagain.com. There's a message waiting for you there. And if you like that message, you can schedule a call with our team. Spots are super limited. We cannot take infinite amounts of clients, but if this is a good fit, this can change the trajectory of your business forever.