How to run ads that get you high paying customers

Hey guys, it's Will. And in this video I want to talk to you about how to run ads that get you like a 15x ROI. Okay? And the reason that I say, sorry, I'm just laughing, my girlfriend just came in dressed in her swimming outfit, trying to. Yeah, who knows? Anyway, so the reason that I say 15x ROI.

Is just because when I first started running ads myself about.

God, 20 January 2020, so years ago now, when I first started running ads, I was getting literally about a 15x ROI right out of the gate. And I'm actually writing a book at the moment which is going to be coming out in April, May. And in the book, I share everything I've ever learned about ads, funnels, sales processes, products, on and on and on. Just literally everything I've ever learned over the last seven years of doing this at a very high level. And in the book, I've actually put the original screenshots of our ad tracker from 2020 so that people can see the exact numbers. But nonetheless, in this video, I don't have any notes. I just want to go deep on ads, ad platforms, the copy side of things, the, the offer, the promise to the market, how to do all of this stuff. Now, you're gonna have to forgive me.

If I jump around a little bit because again, I don't have an exact structure for this video. But let me just start with this because people always ask me, why, what's the best platform to run ads on? And here is how you decide this. So you need to understand the use case for the different platforms, right?

So for example, when people are on YouTube, they're very much in, I want to watch videos, I want to be entertained, I want to consume content, and a lot of the time I want to learn or be inspired as well. So if that is what people are coming onto the platform.

For.

Running ads on the platform in that same context works immensely well. So if you're selling online education.

And your sales process is, let's say a YouTube ad into an opt in, into a VSL or a webinar or just a short value video, then obviously YouTube makes a hell of a lot of sense because you're sending people.

From a platform where they want to watch videos and learn into a video where you're sharing value and they can learn and then you tell them about you and what you do and how you can help them and the problem that you can solve for them. So it's just very natural right now on the inverse of that, let's talk about.

TikTok. Now, TikTok is also a video platform, but I may be wrong when I say this, but most people who go on TikTok aren't necessarily there to learn, the more they're to be entertained. Right? So sending people in a direct response manner from TikTok into let's say a 22 minute VSL or a three hour webinar is. It's not going to have the same pull as YouTube. Right.

So can you see how each platform, Facebook, Instagram, YouTube, TikTok, they have use cases and when people go on them, they go on there in a certain state of mind to achieve something or, or to get something. Now primarily, fundamentally speaking, that thing is dopamine. So people watch YouTube videos because it gives them dopamine. People go on Facebook because it gives them dopamine. People use tick tocks, especially tick tock because it gives them a massive and continual hit of dopamine. So primarily that's what those platforms kind of, you know, they're there to some of that, to help some of that. You know, YouTube is very educational. TikTok is a little bit more, you're just a rat on a wheel kind of thing. And Facebook is a little bit more, you know, chitter chatter, see what friends are doing, that kind of thing. But you have to align the ad platform.

With what you're providing. So if you just want to capture leads, then Facebook is probably the best place because, because you can do that within the Facebook platform, they don't have to click off the platform and so on and so forth. Right, so that kind of makes sense. YouTube Again, if you're delivering video value, so you're sharing a webinar value video, that kind of thing, then YouTube is very appropriate and so on and so forth. Okay, so I guess step one of making great ads starts with the context of the platform and the context of your sales process and how your sales process is constructed. Now yes, you can plug the holes through, you know, using email, through using sms, through using SETA Team, that kind of thing. And that is gonna, those contingencies are always important. Whatever your funnel structure, whatever platform that you're advertising on, those contingencies are always very important and you should always have those there. Right, but that's step one. Does your sales process align with the platform that you're running ads on right.

Now? Second to that, when it comes to kind of any ads. But let's just talk about YouTube ads for a second. When you run a YouTube ad, you've got five seconds and five seconds only before that skip button. And within that five seconds, I basically, I have this framework that I've built. It's actually in, in my business development training program. So if you're a client of mine, go to the ad section of the training program and grab the framework for writing high converting YouTube ads and just, just follow the, you know, first five seconds hook, next 30 seconds promise, blah, blah, blah, blah. Just follow that. But for those of you who aren't a client yet, I have a very specific framework for writing both YouTube ads and Facebook ads and talking specifically about YouTube. Again, you've got different sections of the ad to say different things to make sure that you convert at your highest. The first five seconds before the skip button is crucial because if you don't grab the prospect, if you don't grab the attention of the viewer and make them a promise that is so attractive that they don't skip, that's the first win. If you can do that hook someone to the point that they don't skip, then you've, that is really, honestly, I would say that that is 60% of the ad, right? Then the other 40% is they're making them a promise, whatever promise that is. So I can help you get a six pack. I can help you become a profitable trader. I can help you master the, the piano in three months. I can help you stop drinking alcohol. I can help you buy and sell luxury watches and make between 5 and 10k per month. These are all offers that I've worked on in the past with other clients, by the way. So when you've avoided the skip worm, you've then got to provide some substance and kind of prove yourself really. And that is, it's very similar in a Facebook ad as well. Because on Facebook you've got a few lines, then the read more button and you've got to grab them in those first few lines so that they click the read more and continue with the ad. So it's, it's a similar premise there. So all ads are going to be built in that they're built in a specific way, they're built in a specific manner. You know, there is a framework for making good ads and if you don't have the framework, your ads are just, they're almost certainly not going to work and you're just going to lose money. If you do have the framework, they're almost certainly going to work. They are going to work and you're going to make money. And I can't take credit for being good at this now. Because I learned this originally from. I learned a lot of copywriting from one of my mentors, Alex Becker. I learned a lot of copywriting skill from one of my mentors, Alan Sultanich. Also from Sam Ovens as well. I learned a lot of copywriting skill from Sam. And I've read some great copy books and I've done this. You know, I've been running ads for years and I've spent millions of dollars on. On ads on Facebook, on Instagram, more specifically on YouTube. But that's the second part of the puzzle. So part number one, align the platform itself with your sales process. Part number two, you've got to write the ads in a very specific manner so that they just achieve what needs to be achieved. Hook the person, convey your value and your offer. How you can help share proof from past clients. Or if you don't have past clients yet, you are the best testimonial. Somebody asked me this the other day. Someone said, well, how can I make sales when I don't have testimonials? It's very simple. You are the testimonial. So you have to be good enough to, to be able to teach. You have to have accolades, you've got to have proof, you've got to have a background. So for me, I've built a business with a solid track record. We made $16.4 million before I sold the company to a private equity firm. I've won the ClickFunnels 10 million award. I got audited in order to get that. You can't just get it. You don't just apply and they just send it to you. You do have to get audited to get it. And anyone that has it will know that that's the case. You know, I've been featured in Forbes for selling the company for millions of dollars and on and on. So if I didn't have testimonials, thankfully I do. William Brown testimonial YouTube channel is there. If you want to go and hear from clients that I've worked with many of them and see their success from their own words. But if I didn't, I would be my own testimonial. And if you don't have testimonials yet, you are your own testimonial. And that's okay. That's completely fine. You read. Testimonials are really not as quite as important as people think they are great to have. They do carry weight, but they're not the be all and end all, you know, so that's step number two. Is just building great ads, writing them properly and on and on. Like, like I've just discussed now, step three, kind of following on from that. So you, by now you kind of should have an idea of the platform that you want to use. You now have an idea of building the ads. Now I want to just go a little bit deeper on that second thing and share this. So in my opinion, there's two types of ad. One is a clean ad and one is a dirty ad. And I don't mean put pornography in, in your ads. Calm down, all right? Don't shout at me in the comments. I'm not saying go and promote these pornography websites. I don't know what they are because obviously, you know.

Say no more on that. But.

When it comes to those two types, a clean ad and a dirty ad, a clean ad is high production value, good camera, good editing, scripted, very clean and polished. Right. A dirty ad is, believe me, this, this works. As crazy as it sounds, a dirty ad is like just a PowerPoint, a white background, black text and a voiceover. Seriously. Or. One of my best performing ads of all time was literally a picture of a chart.

I shit you notice. I shit you not. This is actually, again, if you're a client of mine, you can see these ads and you can see the numbers, you can see the original, you can see that they've got millions of views and you can see these inside my training program for yourself. But one of my best ads ever was a picture of a chart with shitty little subtitles along the bottom and a voiceover. And that ad made us about 2.2 point odd million dollars.

And I think we're still running that to this day. Obviously, I don't own the company anymore. I may be wrong, but when I sold the company, they were still running that ad like three years on, which is, is just insane. So. And this is another thing as well, on YouTube specifically, this is why it's one of my favorite platforms. When you nail a good ad, you can run it for.

6 months, 12 months, 24 months. I know a buddy of mine that's running an ad, a very old ad, and he has been for about three and a half years. So, yeah, YouTube is just a fantastic platform to run ads. But coming back to my point, I would test both of those. So what I would suggest doing, and I always suggest this to clients, write two ads.

Then write five hooks for each of those two ads. That's going to give you 10 ads, make 10 dirty ads versions and 10 clean versions. That's going to then give you 20 ads to test.

Run those into very specific audiences that match your avatar and your demographic and so on and so forth. And if in almost all cases, if you've written them properly.

There'S going to be one or two or three that work and you're going to be off to the races and it's going to be awesome. If you don't write them correctly, you're completely wasting your time and you're just going to lose money. So make sure that you write your ads correctly or.

It'S just not going to work, basically. So that's the next part to that second principle really, of writing them properly and the ways that you can produce them. Again, you can produce clean ads, you can produce dirty ads. Most of the time the dirty ads work best, but the clean, it just depends on the, again, the avatar. So you know, if you're in. Well, I don't want to make assumptions because you truly never know which, which one of those is going to work best.

So it's always best to test both. Whatever your niche, your industry, whatever. Okay, so on the subject of ads, what have we covered there? We've talked about the platforms and kind of the underlying thesis behind those platforms. We've talked about the importance of good copywriting with your ads and just writing them correctly. We've talked about producing the ads. Now, next, let's talk about budget. So now obviously it's common sense.

If you have a budget of $10,000 a month, you're going to be able to buy data a lot faster, get results a lot faster, make money a lot faster, and it's going to amplify the whole process. And I've got something very important to share on, on this. So give me, give me a minute to explain this. And on the other side of that, if you've got a low budget, that's okay, you know, you can start at $10 a day. I, I started at $10 a day, like back when I started ads. I think in my first month of ever running ads, I've spent like 400, $500, something like that. And I made that like honestly, 10, 11, 12, 13, 14 grand, which was wild. So if everything is built correctly, you can spend five hundred dollars and make five grand back, ten grand back. You can, especially with a high ticket offer, 100% you can, if you close one, one, call one customer at 3K or 5K.

Wow, you're going to be very profitable. But.

Here'S the thing. Budget amplifies what is working or what is not working. This is the really, really, really key thing to understand. If your ads are not good or your sales process is not built correctly, or your sales script is not engineered or written correctly, it's not going to work. And more ad spend is not going to fix that. This might sound obvious, but I've worked with clients in the past that have come to me and they've just been trying to spend more and more. Figure it out. But ad spend amplifies things that are, that are working, that are ready to be amplified. And coming back to my original point, when I first turned ads on, I had the business, I had an offer, I had a product. It was all there, it was good, it was ready. And then when I turned ads on, what did it do? It just amplified what was already working. So I think we made about a quarter of a million the year before. And then when I turned ads on, we, we jumped straight to 1.3 million that next year. So it just amplified what was working.

Now, if you were a raw beginner, then there's nothing, there's nothing really to amplify, is there really? Because you don't know which, whether it works yet. So it's always best to do what I just told you there. Make those 20 ads again, write two ads, make five hooks for each. Then when you've got those 10 ads, make 10 dirty, make 10 clean, run those at a low budget, maybe, I mean, who knows? I'm just spitballing here. You can start at, you can honestly start at a dollar per ad. You can, you going to get leads and you are going to get calls off that. No, that might sound insane, but I've done it, I've tested it, it works. Fact, fact. So you can start that low. Obviously it's, you're going to have to wait. That's the only problem. And this is the frustrating thing is, is the patience side. You've got to wait. Whereas if you're spending, let's say $100 per ad, that's a lot. So you're going to need a big budget because that's going to be pretty significant daily ad spend there. But you're going to know within two, three, four days the outcome. You're going to know your lead cost, you're going to know your booked call cost, you're going to know your taken call cost, your show rate, your close rate, the cost per sale. You're going to have all that data faster right now. Here's the next thing. When you are running ads, track your, your bloody data.

Track Your bloody data, okay? If you don't track, and by the way, you don't need, you don't. Well, I mean ad tracking software is important, but when I say track your data, have an ad tracking spreadsheet, put all your metrics in there and you're going to then be able to see the bottlenecks within the sales process. So what, you're going to be able to see what's wrong now? When you first turn ads on, right?

When you first turn ads on, you're buying data, okay? You've just got to spend some money. $250, $500, maybe $1,000, buy the data and then using the data you can see what's wrong because you can't see what's wrong until you've bought the data, right? So step number one, buy the data. Step number two, build out a tracking sheet. Step number three is look what is wrong, if anything. So what's the cpm? What's your cost per lead? What's the click through rate?

What is your VSL converting at? What's it costing you to book a sales call or make a sale? If you're selling a lower ticket from a sales page, how much is it costing you to actually take a call based on the show rate? How much is it costing you to make a sale? So is it costing you 2k to make a sale and your program is 2k?

You've got a problem to fix because you break even, which is, okay, you're halfway there, but do you then raise the price? Do you leave the price alone and do a back end, do an upsell, do a down seller, adding a setup to get you more calls, bring the cost per call down and raise your profitability, so on and so forth. So that's step two is just what's wrong. If anything, if nothing's wrong, you can scale. If something is wrong, you fix the bottleneck, you stop, you pause, you fix the bottleneck. Maybe you turn off some of your ads that aren't profitable using ad tracking software like Hiroshima, which you should have really, because it's a great software and you kind of need it because you can't see that data in the. Well, you can see the data in the ad tracking platforms, but.

It'S not as clear. But that's a story for another time. I'm going off on a tangent there.

And then you just fix things and it kind of is that simple. So again, what ad platform are you going to use? And by the way, just use one, don't go Using more than one. Just focus. Choose one that's right for your sales process and your avatar platform.

Write your ads properly. Build your ads properly, a mix of dirty and clean, and test them and see what works best. Right? Buy data.

Build out the data and understand it and relieve any bottlenecks and clean things up. When that's done, you're going to be profitable and you can scale. It really is that simple, guys. And if you're lucky enough to have what I had back in the day where I had what was working and I just poured fuel on the fire through ads, if you're in that position.

Holy moly. Holy moly. Like you are sat on hundreds of thousand dollars. Oh my God, you're selling a lot of money. Just got to do this properly. Like, like I did. I've been there. And it's a great thing as well because you got a lot of money to make. It's very exciting. Or if you don't have things ready, well, that's fine, that's fine, you know, build it. It's exciting. So that's, that's pretty much it for, for how to.

Run ads that get you a massive roi. And then there's a few other things like engineering the back end and testing prices. And do you have an upsell? Do you have a down sell? Do you have a setter? What are your closers closing out? Are they good enough? Are they well trained enough? Have you hired wrong? So there's a little bit more complexity. I won't go into that in, in this video, but I do go deep on that in, in my, my training program. So for those of you that don't know about it or maybe you need it, maybe, maybe you need the help, maybe you're scared of doing it wrong, wasting time, wasting money, making mistakes, then I'd love to help you. You know, I'd really love to help you. I mean, this is my bread and butter. This is my life's work. The last seven years, I've just lived inside an online education business. I've made over $20 million in the process. I know this stuff like the back of my hand. So if any of you are out there and you're thinking, need help, I'll put a link in the description and you can head over to the work with me page of my website. Watch the short video and if you feel like it's a good fit, go ahead and book in a call. You'll either speak to me or one of my coaching team and if you want to, you can Come into the one to one coaching program where you go through my business development training program, which is basically the blueprint behind one of these businesses. And I will coach you one to one in either a one to one setting or a group setting. Either way, it's. It's me and you. I get in the trenches with you. I help you do this properly, get it right first time, make the money that you should be making and rock and roll. So if you do need help with any of this stuff, the link is there in the description. It's not free to work with me, of course I value my time. This is my, my passion. I do this. I make these videos because I absolutely love it. I do the coaching because I absolutely love it. I would do it if it was free, quite honestly. But it ain't. But it ain't. Okay, so there you go. Anyway, guys, I hope that you enjoyed the. The video. A little bit of a more tactical one this week. A few of you were asking for this, so I really, really hope that this helps. If this has helped you, I would really love if, if you would share this with somebody else, post it on your Facebook, take a story of it on Instagram and tag me in it so I can repost it, send it to a friend on WhatsApp. That would be amazing. So that's my only ask essentially. But yeah, that's it for now, guys. Really hope that this helped and I'll see you back here soon.