If you’re a Coach, Consultant or Expert-preneur with a high ticket program, and you are wanting to scale your business using online strategies then you know Facebook Ads are an essential part of the marketing strategy to attract and enrol your ideal client.
Maybe you’ve even invested $10,000+ into a program that teaches you the whole online system of funnels, email sequences and sales scripts.
Here’s the thing. You can have the perfect funnel in place. You could have the most amazing email sequence known to man. And you could have a sales script that could convert vegans into meat-eaters.
BUT unless you know how create profitable Facebook campaigns, you struggle with getting traffic to your landing page, no Leads opting in and no booked calls.
You’ll be limited to continuing on with the organic methods you may have used in the past – like networking, speaking events, word of mouth and referrals. And while this can help you generate $10,000+ per month, it’s not a reliable or scaleable way to generate Leads which means your business will not grow, you will not create the income or lifestyle you have been aspiring to and you will not leave the legacy of transforming the lives of your clients and the ripple effect that would follow.
This guide is for the Coach, Consultant or Expertpreneur who knows Facebook Ads are an essential marketing tool to scale their business to $100k+ months. I’ll share with you what you need to know to avoid costly mistakes and sell more without you needing to be a Facebook Ad Ninja.
About Jody Milward
I help High Ticket Coaches Like You Generate 6 Figures Per Month With Facebook Ads.
In 2008 I got my Private Investigator Licence and started my own company. Within 6 years we had turned over $4 million dollars in business.
In 2013 I ventured into the online marketplace with supplement products. This is when I found my PI Skills of research and analysis came into play with regards to Facebook Ads and I decided that I wanted to master this area.
I’ve since worked as a Facebook Freelancer, an In House Ad Strategist and founded my own Facebook Advertising Agency, Social Charlie. I’ve managed a global team of some of the best Facebook Marketers in the world, who have been behind the scenes working on 7 Figure Funnels and Campaigns for some influential people and brands in the online marketing space.
I have helped my clients generate millions of dollars and 10x their return on ad spend.
I love teaching and coaching others about Facebook Ads and funnels and have been a Facebook Ads Mentor to students in programs run by Cat Howell, Scott Oldford and other high ticket programs.
My mission is to help coaches bypass surface level, out of date Facebook Marketing strategies or to rely on someone else’s business to build their own business. To help them make a global impact with their life transforming expertise so that they can leave a legacy while creating a lifestyle of choice.
Facebook has presented us with opportunities like never before to establish yourself as the top tier coach in your niche.
So I need to run Facebook Ads… now what?
Having had the realisation that in order to build a scalable business, you need to have a system to generate Leads and Facebook Ads are hands down, the way to do this. Most coaches, consultants and experts decide they need to take one of the following 3 options…
1. DIY – dive into Ads Manager, buy program after program and start the steep learning curve of Facebook Marketing
2. FIND A FREELANCER – start posting in groups, post a job on Craigslist or Upwork and start talking to strangers on the internet
3. Google “Find a Facebook Ad Agency”
Having been a Facebook Ad Strategist that started out DIY-ing my own ads, then becoming a Freelancer and then Agency owner, as well as working with several people who have chosen 1, 2 or all 3 of these options for their own business, I want to shed some light on each of these options for you.
Option 1 – Do It Yourself
You have a funnel.
You have a funnel, now you need to drive some traffic to it. All of a sudden you now have to become a Facebook Ad Ninja.
You watch Youtube videos, buy a few programs and start implementing the strategies you’ve learnt. But it seems like after all the late nights and long hours in Ads Manager, you just can’t seem to get your head around it all. You’re posting questions in Facebook groups and let’s face it, you’re getting answers from people regurgitating 2nd hand information, who most likely are just trying to figure out Facebook Ads themselves.
Maybe you had some initial success with your Facebook Ads. You generated some Leads, booked some calls, however you just have not been able to replicate the success reliably or scale it. Also, you don’t really have the time to do all the audience research, write numerous ad copy, split test ads and creative, analyse the data… because let’s face it, you need to serve your clients as well as all the previous hats you’ve been wearing in your business.
Despite having some quick wins, investing into Facebook Ads feels more like a slot machine instead of an ATM machine.
You feel like you’re winging it and just hoping for results without any sort of reassurance that putting in $1 will return $3, $4, $5 even $10 back. Not an ideal marketing strategy.
While it’s good to have an understanding of Facebook Ads, unless you’re a Facebook Ad Coach your time would be better spent furthering your zone of genius, serving your existing clients, talking to potential clients, not building out Ad campaigns.
Option 2 – Find a Freelancer
You’ve made the honest decision that you don’t have the time or inclination to run Facebook Ads. What many people like yourself end up doing is deciding they need to hire a Freelancer. So you post a job on Upwork, Craigslist or in an Ad Buyers Group on Facebook. You decide not to go for the beginner level where you’re paying $5 or $10 an hour, but you go to someone who’s maybe $30 or $35 an hour because they are an ‘expert’.
Then you start discussions with potential candidates who send you screenshots of results and perhaps some case studies they have apparently achieved, but you really have no idea what you’re looking at or what questions to ask. It’s like playing darts with a blindfold on, hoping to get a bullseye and hire someone who is legitimate and can get you the results they claim they can (pro tip – if you ever come across a Freelancer who charges per campaign…. don’t even continue the conversation!).
So in effect you decide to put a stranger behind the wheel of your business. You don’t know anything about their systems, or procedures, their work ethics or how many clients they are trying to serve just to keep the lights on. You are giving them your money to work for you, as well as entrusting them to properly manage your ad spend so that they can build your business. What part of that really makes any sense?
If that’s not enough cause for concern, another regular occurrence I see is that you get an email from Facebook advising your Ad Account has been shut down due to policy violations all thanks to said freelancer not being up to date with policies and the latest crackdowns.
It’s not a good day for a business owner when their Facebook Ad account gets shut down.
I’ve spoken to many people who have hired the ‘flakey freelancer’ – the freelancer who just stops corresponding while your ads are still running. You’re back at square one, having wasted alot of time and money going down this avenue. So you think you should just do it yourself, or try your luck with option number 3…
Option 3 – Hire an Agency
You’re serious about your business so the obvious choice is to find an Agency to run your ads, they’ll knock it out of the park in no time…right?
Now, let me just say this first, I’m not saying an agency isn’t right for you. I know a lot of great agency owners and I have some agencies who I refer people to. I do infact have my own Facebook Ad Agency. It’s a boutique Agency where we have a small number of partner clients who we serve very well and they pay us very well. That’s the direction I decided to take with my Agency.
However more often than not – an Agency isn’t the best choice either. Because here is what happens…
You’ve decided to find an Agency to run your Ads. So you Google “Facebook Ad Agency” and you see some that only charge $1,500 per month. Jackpot. That’s pretty affordable, right?
Let me just enlighten you with these lower price agencies. They are stretched beyond their limit and at these rates, they cannot afford to pay ‘expert’ level staff. They will have interns and the freelancers you saw on Upwork which your previously said no to, yet here they are working on your ad account behind the scenes.
Even taking the plunge with a premium priced Agency, doesn’t mean you will get premium attention.
A typical agency would aim to have 20-50 clients, depending how aggressively the owner wants to scale the business. One Account Manager is likely to have up to 20 accounts that they would be managing and same for their Facebook Ad Manager. So how do your campaigns fit into their daily schedule? Well you might get about half an hour a day, which would be two and a half hours a week, 10 hours a month of eyes on your campaigns – maximum. If you’re wanting to use Facebook Marketing as a primary revenue source for your business, do you think 10 hours of campaign management per month is what you want to build your business on?
Then what about landing page revisions, new ad copy, new ad creative. What about incorporating new strategies, like a Messenger Bot into your marketing strategy? Let’s face it, the 2016 ways aren’t cutting it anymore and unfortunately these are the strategies that many agencies are still using for high ticket coaching funnels. Don’t believe it when they tell you that you don’t need any content and that building an audience is a waste of time. Targeting cold traffic with Facebook Ads to a Webinar in 2018 works very differently today than it did just 18 months ago. Things are very different and you do need create content and brand awareness in your campaigns. All of this is extra work that would be an added cost to your monthly retainer, or you have to find someone else to do this work.
Also, just like any other business, agencies have staffing issues. Contractors come and go, lines of communication break and systems aren’t always foolproof and with managing 20+ accounts, it’s very easy for simple mistakes to be made which can cost you greatly.
But, let’s say you’ve found an Agency and they are getting great results.
What will likely happen is the management fee will increase to either a percentage of ad spend say 10-20%, or a cut of the revenue. So you could easily be paying them $10,000 per month/$120k per year – just for Facebook Ad Management. What about all the rest of your online asset management and diversifying the risk by marketing on other platforms?
You’re reliant on someone else’s business for your business to be profitable.
And if that isn’t bad enough…
One final consideration when handing your business over to an Agency is to keep in mind that as they work on multiple ad accounts – very likely your competitors, they’ll have an intimate knowledge of your message, avatar, marketing strategy and audience targeting. And when something works well, they will use it across accounts in the same niche. The same audiences will be used across their client’s campaigns therefore your ads will be bidding against three, four, five or more of their other clients…
You have no secret sauce.
You’ve exhausted all the options…
So what now?
You’ve done everything you possibly can. You’ve tried doing Facebook Ads yourself and just ended up wasting your time and money, and dropping the ball in other areas of your business.
You’ve tried to find a freelancer to come on board, but they were a bit flakey. They didn’t have the skills that they claimed they did or they ended up just disappearing from the face of the earth.
Perhaps you’ve signed up with an agency or two, or maybe you’re onto the third agency and you just haven’t found a good one that works really well for you and is as committed to your business as you are.
Chances are you probably at least $50,000 out of pocket for ad management services, ad spend, lost time and the missed revenue, which could even equate to 6 figures. And if you keep going this way, your business will be going in the wrong direction.
> You’ll end up back down the rabbit hole of loading campaigns yourself in Facebook Ads manager.
> You’ll end up running ads using out of date methods that you’ve been taught from 2016.
> You’ll spend more money on yet another agency and with agencies having about 30 percent churn rate on their clientele. Then it’s only a matter of months until you’ll looking for the next one.
So what can you do to get your facebook ads working for you to attract your ideal client on auto pilot and generate those quality leads that you know are out there?
Well, there a is way.
It’s by having your own In House Ad Strategist who is 100% focussed on your business and your success.
Now you might be thinking….
Sure, that sounds great, but how do I find someone? Chances are you already have someone in your sphere who’s values and integrity align with your own, that maybe a perfect fit for your in house Ad Strategist. If not, there are a number of ways to find an A grade team member – you just need to know the DNA of a great Ad Strategist. News flash…some of the best hires aren’t internet marketers!
What’s to stop them from leaving after a couple of months? Let’s face it…you’re relying on the person running your Facebook Ads to increase the revenue of your business. Substantially. By incorporating a system where they are rewarded for their hardwork and winning campaigns, you will be much more likely to have a loyal and focussed team member on your side for the long run.
How do I find someone I can trust? Great question. Well the truth is, if you’re not doing ads yourself, you’ll need to find someone regardless and when you outsource to a freelancer or Agency, you really do not know WHO is spending your money or WHO you are entrusting to build your business.
As I speak to more and more high ticket coaches and I hear the struggles that they’re having with either running their own Facebook Ads, trying to hire freelancers when they don’t even know what they’re looking for themselves, or trying to have an agency manage their campaigns with care, attention to detail and a positive ROI, one message is coming through loud and clear…
…they need their own In House Ad Strategist.
When you look at the players at the top of their field in the online marketing space, you’ll see many of these have abandoned Freelancers and Agencies and have brought their Ad Management in house.
I have also been contracted as an In House Ad Strategist where I worked exclusively for a start-up company selling a $497 online program. By coming on board as part of the team, giving them my full focus and attention, it allowed the Coach to focus on their zone of genius to create great content and connect with their clients.
$1million dollars in 9 months
By combining my In House Ad Strategist experience with Freelancing and having my own Agency, I have identified 4 key steps that high ticket coaches need when it comes to finding your own rockstar In House Ad Strategist that is 100% committed to getting you results.
The DNA of a Great Facebook Ad Strategist
Identify the personality type that makes a great ad strategist so you can short list for this role with a through an solid interview process.
Dial In Your Facebook Ad Strategy
It’s not a ‘one size fits all’ strategy when it comes to promoting your business on Facebook. There are different methods that are working now – not what worked 2 years ago.
The Visibility Code
30x your digital footprint and increase your audience beyond Facebook.
Successful Scaling for Maximum ROAS
Now that the systems are in place in you’re ready to start scaling your campaigns while maintaining your return on ad spend
By having your own In House Ad Strategist, you can say goodbye to Ads Manager worries and hello to profitable campaigns. You have your time back to focus on your zone of genius and serve your clients, and you will have the support and guidance of your In House Ad Strategist to create and promote content that your audience engages with.
You can stop trying to build your business on the back of someone else’s business, wondering if your campaigns are getting the attention they need while they work on getting more customers in their doors.
You’ll have your own In House Ad Strategist who will have full knowledge of your sales funnels and be able to pivot quickly to take action, optimizing the performance of your marketing funnel as well as be able to roll out new strategies such as creating a Messenger bot without costing thousands of dollars.
You own the gas station.
Perhaps you have someone already working with you or someone you know who you believe would be great for this role.
Or if you knew what strengths to look for and what questions to ask, you will no longer have to worry about trying to interview people when you don’t know what to look for in the first place.
What difference do you think it would it make to your business to have someone focussed 100% on your business, implementing the latest Facebook Ad strategies, optimizing campaigns, and building out solid processes and systems so that you are in control of the revenue growth of your business, yet not getting caught up in the micro-management of the marketing?
So if you want to know how having your own In House Ad Strategist can help you build and scale your high ticket coaching business and establish you as the premier coach for your niche so that you can finally attract leads on autopilot while allowing you to serve in your zone of genius for your clients to make the income, impact and influence that you know you’ve been created for…