Like many of you reading this, we too had many of our client’s Facebook ads accounts go off the rail.
Massive CPM increase, inaccurate tracking, and acquisition cost are going off the roof just to name a few.
What was once $10 – $15 per acquisition now is $45(on a good day) to $100(on a bad day).
And for weeks we’ve tried everything.
New creatives, new copies, no audiences, lookalikes, and vertical scaling, horizontal scaling but never made much of a difference…
Keep in mind we have a burn rate of about $150,000 per month (ad spend).
We begin to wonder, is it even possible to slash CPL by 50% on Facebook post IOS14 without using gimmicks.
It sounds like a bold claim, but we got proof.
This simple ‘shift’ in the way that we structured our campaigns and creatives, has worked so well that we’ve literally doubled the number of leads for many of our clients without changing anything else or increasing ad spend.
Here let me break
He broke down his ad sets into placements, and deceived brackets, plus added a little somethin’ extra which we call the “Lead Cost Destroyer Method”, which I will tell you in a bit.
Before I lay out the method, let me tell you WHY this works….
Number one… why waste time when there is a better way.
I don’t know about you but if there is a better way that costs 10x less in time I usually take it.
Why because time is money and money is time…
It’s a lot of fun spending all your time coming up with different offers, angles, creatives, and lead magnets.
Not to mention that it wastes money if they don’t work.
The traditional method of throwing spaghetti at the wall trying to find a winning combo of hook and creative takes time and sometimes weeks of testing.
So I thought, ????
“Wouldn’t it be amazing if I can cut the CPL (Cost Per Lead) super fast while using what is ALREADY working without having to come up with new hooks and angles?”
And that’s exactly what we did…
In fact, I’m going to be so bold as to say you’re going to see results within 2 hours max of reading this guide.
Number two… I like to be different.
Do you know the biggest problem when it comes to advertising online for most mortgage businesses?
Everybody runs the same ads, the same funnel, the same creatives, and even the same copies.
Yuck boring, everyone gets the same results.
I don’t know about you, but I like to do what my competition isn’t doing.
It’s important to stand out of the crowd,
This is why funnel hacking often falls flat on its face – it’s pointless copying someone without understanding who they’re selling to.
You only become another me too and get the same shitty results.
Are you still with me cowboy?
Cool
Here’s how our Lead Cost Destroyer Method works…
Disclaimer: It WILL appear to be STUPID, simple. In fact, it is. But, that’s the beauty of it. ????
Step 1: Find your best ad and audience
Go through all your campaigns and find the best performing ads based on CPL (Cost Per Lead) in the past 14 days.
Make a copy of the headline, the creatives, and put them into another doc somewhere.
Make a list of your best performing audiences (hopefully you’ve been testing different types of audiences) and make a list of them on an excel sheet, sorting them from large to small.
Ideally, you want to only keep audience sizes that are at least 700k+ however depending on how big of a geographic area you’re targeting this may or may not be possible.
Don’t worry if you don’t have audiences that aren’t 700k+
Smaller audiences are fine to work with but you’ll just need to spend a lot less to make sure you don’t exhaust the audience too quickly.
Now, let’s move on to step 2…
Step 2: Re-write your winning ad for age brackets and find appropriate images
Let’s say you are running refinance ads…
The typical age range of audiences that will be interested in refinancing will be between say age 30 to 65+, sometimes younger.
But unfortunately, with the mortgage being under the special category (housing) you cannot target based on age, gender, or any other demographic targeting.
But what you can do is call out specific audiences by age bracket.
Let me explain, let’s say you have the following age bracket that you want to target…
30-39
40-49
50-59
What you can do is to write a good ad copy or use your winning ad copy and simply address the beginning part of the copy with the appropriate age bracket.
One ad copy per age bracket.
Keep in mind that you don’t have to write an entirely different copy for each age bracket, rather you can simply change the first few sentences.
For example “If you’re between the age 30 – 35”, etc…
Got it?
Once you’ve completed this copy, then you can do two things.
You can either find images or videos that represent that age group (which can be a challenge).
Or simply create images with the copyright on them. Yes, it’s that simple.
Just don’t mix up your copy with the wrong images. If your copy is addressing the 50-59 age bracket, then don’t be using images of 30 somethings with new babies.
Obvious right?
You can do this with 1 copy per age bracket and get 3 – 5 different images to test too.
Step 3: Create a new ‘Ad Set Budget Campaign’ and separate them by placement
With all your copies and creatives done, here is what you’ll want to do next.
You will want to create a new campaign with Ad Set Budget, not Campaign Budget ( this is extremely don’t mess up).
And create 4 different ad set per winning audiences you have listed in step 1 on your excel sheet.
- One targeting desktop Facebook placement only + audience
- One targeting mobile Facebook placement only + audience
- One targeting desktop Instagram placement only + audience
- One targeting mobile Instagram placement only + audience
Set each ad set budget between $5 to $15. Again this really depends on what your budget is, how big of an area you are targeting, and your audience size. (Smaller audiences = smaller budget)
You’ll want to have 3 – 5 ads with the copies + creative you have collected in step 2.
Repeat this for every audience.
Once done, set the campaign live, and let it run for a few days.
Shut off what doesn’t work and keep running what works and watch your CPL (Cost Per Lead) drop fast!
And that’s it…
As I said, I wasn’t lying when I said this was too good to be true.
Ready to give it a go?
Maybe, you’d like a helping hand to do that?
We love to work with peeps who are eager to follow a plan that works and get hella, awesome results.
If you’d like to chat, then just click here, and message me.
We’re happy to help you.
Cheering for ya!
