Scaling Paid Ads for Businesses at Any Level

Biggest Obstacles

• Ads Performance Decrease: Common issue when scaling, spending more money doesn’t always yield proportional results.
• Trust Issues: Especially for ads on larger scales, low trust from audience.

Strategies for Different Business Sizes

650K Dental Recruiting

• Current Strategy: Running ads on job boards.
• Platform Recommendation: Use Meta (Facebook, Instagram).
• Ad Strategy:
  • Address pain points (e.g., not wanting to work weekends, early hours, desire to retire, etc.).
  • Use targeted customer lists for lookalike audiences.
  • AI on Facebook will help in targeting if 'dentist' is in the copy/video.

600K Acupuncture

• Local Business Advantage: Trust is higher for local businesses.
• Ad Strategy:
  • Run lead gen ads with offers (e.g., free session, or low-cost sessions $19-$29).
  • Sales Process: Filter for qualified leads, confirm appointments with a card on file.
  • Prefer to sell before treating if possible.

3 Million CrossFit Coach Business

• Current Content: Primarily podcasts.
• Initial Strategy: Retargeting campaigns on all platforms, install relevant pixels.
• Ad Strategy:
  • Let clients' testimonials be the main focus (proof-driven ads).
  • Create highly valuable free content (e.g., eBooks, frameworks).
  • Improve proof credibility: In-person, live, similar audience.

800K Vacation Rentals B2B

• Target Audience: Homeowners with secondary homes.
• Ad Strategy:
  • Use Meta for ease of targeting.
  • Lead with the pain points (e.g., lost income from empty homes).
  • Case studies displaying typical earnings.
  • Offer estimations based on neighborhood/zip code.

2 Million Beauty

• Current Platform: Meta.
• Ad Strategy:
  • Drive down CAC: Model successful ad strategies based on high-performing ones.
  • Increase LTV: Bundle low-ticket items with high-ticket items.
  • Scale creative production: High output, better system for UGC.

1.8 Million Private Practice

• Current Funnel: Freebie to Facebook group.
• Ad Strategy:
  • Onboarding calls as bonuses for group members.
  • Video series within the group, structured like a VSL.
  • Weekly webinars for direct engagement and conversion.
  • Engage actively in group through DMs and posts.

1.2 Million Virtual Assistants

• Target Audience: Service business owners (e.g., roofers).
• Ad Strategy:
  • Use Meta for targeting.
  • Focus on cost savings: Show how VAs improve profitability.
  • Freebie to thank you page scheduler.
  • Use testimonials and case studies.

1.2 Million Solar

• Current Strategy: PPC
• Ad Strategy:
  • 70-20-10 Rule: Main ad versions, adjacent ideas, wild ideas.

1.2 Million Assisted Living

• Platforms: Facebook, YouTube
• Ad Strategy: Spend more based on available capacity.

10 Million Executive Health

• Platform: YouTube Ads
• Challenges: Compliance in claims.
• Solution: Use compliance audit firms to ensure ad approval and legality.

10 Million Roofing PPC

• Current Status: High ROAS
• Ad Strategy:
  • Retarget on all platforms (GDN, Instagram, Facebook, YouTube).
  • Meta ads for broader reach due to high average ticket.
  • Free audits or savings consultations.

Real Estate Long-term Rentals

• Challenges: Low trust, low ROAS.
• Ad Strategy:
  • Focus on proof rather than promises.
  • Consider a group funnel to engage and convert leads.
  • Incremental improvements: Add proof, make more content, use group funnels.

General Recommendations

• Scaling Strategy: Tailor approach based on business size and industry.
• Creative Production: Focus on high-quality, proof-driven content.
• Trust-Building: Use real testimonials, case studies, and group engagement.