We took over running Emma’s Facebook Ad campaigns. Her campaigns were performing but I knew they could do better.

Emma had invested months testing the copy. I didn’t want to change too much.

The order of your copy is important. Emma had buried the primary value offer at the bottom of the ad.

Simply moving the bottom two lines of copy to the top of the ad got us the result.

The first two lines of your ad copy have to grab people. Throw your heaviest punch straight away. Give people a reason to read on.

Your copy should feel like a slippery slope. Once someone falls in, make it impossible for them to leave.

And, I’d love it if you hung around. Make sure to check out some of my other videos on lead generation strategies for course creators and membership site owners.

There has never been a better time to grow your online business, but that doesn’t mean it is easy. One of the biggest challenges for online business owners is attracting profitable leads at scale.

Whether you are just starting or you have already built a successful online business, lead generation will always be a key focus in your business.

And while I could (and will) start talking about lead magnets, Facebook ads, and opt-in pages, the most important thing that you need is a very clear plan for the steps a new lead is going to take once they opt-in.

And this doesn’t just include the offers you are going to make but the journey they are going to take over time with you to achieve the ultimate transformation that you know is possible for them.

Because the success of your business will be directly related to the results, you produce for your clients.

To grow a profitable online business, you have to have a scalable process for adding people to your email list.

The very best way of doing this is to develop a lead magnet. A lead magnet is anything of value that someone will exchange their email address for.

The key to a lead magnet that works and attracts low-cost leads is:

ONE

It solves one very specific issue for a potential perfect fit client

TWO

The issue solved is a big pain point for your prospect

THREE

The lead magnet can be consumed within 15 minutes

FOUR

The lead magnet gets a real result for your prospect and helps them move forward Great formats for lead magnets include checklists, cheat sheets, guides, step plans, and scripts.

They should be concise, easy to consume, and tackle an issue that is holding your audience back.

There is no such thing as profitable Facebook Ads.

There I’ve said it.

As a course creator or membership site owner, your focus shouldn’t be just on reducing your cost per lead.

Instead, you should be looking to maximize your profit per lead. This means if you are just starting, spend as much or more time working on your down funnel offers as you do on your ads.

Because many times a $2 lead can be far more valuable than an $0.50 lead. And that’s why there is no such thing as profitable Facebook Ads. Instead, there are only profitable funnels.

As a marketer, I have failed far more often than I have succeeded. But yet, I have helped 100’s entrepreneurs to launch and scale massively successful online businesses, so what gives?

You see, online marketing is one big giant experiment. If you are not failing, you are probably playing safe and not getting the business results that you want.

The skill lies in spotting what to experiment with and then having a defined process for testing, optimizing, and refining the strategy so that it works for you. The same principles apply to marketing as a science.

ONE

Identify a problem or opportunity

TWO

Form a hypothesis (Form hypothesis)

THREE

Test your hypothesis (Test hypothesis)

FOUR

Draw your conclusions (Draw Conclusions)

FIVE

Refine your process

SIX

Repeat

The best thing about this approach is even when you don’t get the result you want, you have figured out a little more about what works and what doesn’t work, which will be invaluable to you in the future.

Commit to this process over time, and you become a top 1% marketer and online business owner guaranteed.

If you want lower Facebook Ad costs, here are 3 things you can do to produce better quality and higher profit leads today.

INCREASE YOUR AUDIENCE SIZE

This may sound counterintuitive, but giving Facebook a larger audience to work with will often reduce your CPM.

The sweet spot for audience size used to be 2-3 million, but I now find 10+ million audiences are working better.

RUN MULTIPLE AD VERSIONS

Ensure you have at least 3-5 ad variations per ad set. Test out different headlines, body copies, and images or videos.

This will give you more data on what works and what doesn’t work and help you optimize your ads faster.

OPTIMIZE YOUR LANDING PAGE

Sometimes minor tweaks to your landing page will produce massive reductions in your Cost Per Lead.

The most crucial element of your landing page is your headline. If possible, always have two headline versions running in parallel split tests.

Work on these 3 areas, and you will see a massive improvement in the quality and profitability of your leads.

If you want lower Facebook Ad costs, here are 3 things you can do to produce better quality and higher profit leads today.

INCREASE YOUR AUDIENCE SIZE

This may sound counterintuitive, but giving Facebook a larger audience to work with will often reduce your CPM.

The sweet spot for audience size used to be 2-3 million, but I now find 10+ million audiences are working better.

RUN MULTIPLE AD VERSIONS

Ensure you have at least 3-5 ad variations per ad set. Test out different headlines, body copies, and images or videos.

This will give you more data on what works and what doesn’t work and help you optimize your ads faster.

OPTIMIZE YOUR LANDING PAGE

Sometimes minor tweaks to your landing page will produce massive reductions in your Cost Per Lead.

The most crucial element of your landing page is your headline. If possible, always have two headline versions running in parallel split tests.

Work on these 3 areas, and you will see a massive improvement in the quality and profitability of your leads.

Apple released an update for their mobile devices both iPad and iPhone which blocked pixels from reporting of actions on 3rd party websites, that is your website, once people left the Facebook app.

Now, this reporting was what fed data back to Facebook on the people who took the action you specified in your ad.

This data was then leveraged by Facebook to find more people just like the ones who took the action and send them to your opt-in pages and offers.

Many people are lamenting the death of Facebook Ads as a result. But trust me they are far from dead. In fact, when you look at the data the cost of Facebook Ads is only back to pre-COVID levels.

You see there was a massive reduction in Facebook Ad costs when COVID first hit but when people started re-entering the market around the middle to end of 2021 the costs started to spike.

The increase in costs has squeezed many weaker advertisers out of the market but this is great news if you are willing to do the work and understand how Facebook works.

Do you want to create a Mini-Front End Product to cover the cost of your Facebook ads and effectively give you an unlimited marketing budget?

Then listen up. Your Mini-Front End Product has to be the logical next step for your perfect-fit client to take once they have opted in for your lead magnet.

Now there are two ways to think about this.

1. You mini product helps people get the same result as the lead magnet only faster and easier

Or

2. The mini product helps people solve the next problem they will face once they have implemented the Lead Magnet Every time we solve a problem in our lives or business we move to a new level and are presented with a new problem.

Keep helping your prospects solve small problems to build momentum.

Because remember, the purpose of this level, aside from liquidating the cost of our ads is to prime people so that they are ready to step up and purchase your signature course or membership

But what if my lead magnet gives the game away? What if people get it and then don’t need to register for my course of membership?

Your lead magnet should be something that people love, gets them results, and leads them towards your course or membership.

Listen, there is no shortage of information available to people. If more knowledge was the answer, we would all be skinny, happy, and rich.

The reason why people join your online course or membership is not for more knowledge but because you have a process that will help them get the results that they want.

Yes, your lead magnet is one piece of the puzzle but trust me very few people are going to figure out the rest of the puzzle without your help.

In my mind far from devaluing your product or membership it is actually demonstrating its strength and creating desire and demand.