Thinking about spending more on ads? Hold up — I share the exact questions I ask before anyone increases their Facebook and Instagram Ad budget.
- Get the 48-Hour Ad Fix Audit
I walk through how to figure out whether your lead magnet, webinar, or funnel is actually profitable, including the key numbers that tell you if scaling makes sense or if you’re just pouring money into leaks.
I also talk about what to check inside a self-liquidating offer funnel, from order bump performance to upsell conversions, so you know where the real opportunities are. If you want to grow responsibly instead of guessing, this episode shows you how to make decisions based on clarity, not hope.
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
SPEAKER_00:
If you’re already running Facebook and Instagram ads, the worst thing you can do is begin to spend more without clarity. So when somebody calls me to discuss running Facebook and Instagram ads on a discovery call, I think about these questions and usually ask them some of these questions. And that can hint at whether or not we’re ready to work together. But for you listening right now, whether or not you’re ready to scale your own ads profitably. Because I really do believe that responsible growth equals asking better questions, not just throwing bigger budgets at ads. Now, the first question has to do with what you’re sending ads traffic to Facebook and Instagram ads right now. Could be a lead magnet, launcher webinar, or a self-liquidating offer funnel. Let’s talk about that lead magnet. Now, some folks shy away from running the numbers because they know that the equation works on the back end, but they’re just not sure what the actual equation is. You’re not going to be those people because you want to be able to scale from a place of information. You want to be able to make an informed decision. So look at your lead magnet funnel and ask yourself of you know over the past 30 to 60 days, how many leads have turned into buyers? Can you calculate your profit per lead, not just your cost per lead? Now, look, maybe you’re gathering leads and then you only launch your program three or four times a year. Okay, well, continue to do what’s working because it’s already working in your business, right? But get clear on the numbers. Let’s say, for an example, webinar type launch for a course program, whatever the offer is, do you have at least two percent of your people registering for your webinar actually converting? As in, if 500 people sign up for the webinar, are at least 10 buying, and is that’s we’re assuming in this context you’re already profitable, but just being able to look and know what your lead to sale ratio is is it 2% or higher? But then also being able to look and systematically troubleshoot your funnel for funnel leaks. Okay, and here’s what I mean: the key conversion steps starting from your registration opt-in page. Is that around, you know, 30% opt-in to cold traffic? Is it a little higher for warm traffic? You know, are you sending out those registration emails and then eventually somebody signs up and registers and they get the emails, you know, every other day, bare minimum, until your webinar? Are they getting those? Are your click-through rates your are your open rates, are your link click-through rates in those emails doing well? You know, are you getting 30% of the people to show up to your actual webinar or training series? And then yeah, how are you delivering how many people are buying during the webinar versus after the webinar? You need to know those stats so that you can accurately troubleshoot your funnel, but at a bare minimum, answer how profitable are each of the leads. If you know how profitable they are, then you know how much you can afford to pay for those leads, and that can tell you very quickly how much you can scale Facebook and Instagram ads. Because you should be scaling. If your offer is serving people and affecting transformation in their lives, then congrats. It’s like your duty to serve more people. People are waiting for you to show up, quite literally, on their Facebook and Instagram feed. What about if you’re running ads to a self-liquidating offer funnel? Do you know the funnel basics of the main purchasers, for example? What percentage are even purchasing the order bump? Is it around 15 to 20%? If so, great. If it’s way higher, what does that mean? Do you know? You should, if it’s way higher, and probably increase the price of the order bump because you’re leaving money on the table. If you increase the price of the order bump, then you want to be able to monitor how that affects your average order value. And you should see an uptick in your average order value. The upsell is beautiful because that’s a post-purchase upsell. You can look at that and say, well, are five to ten percent of the people who buy the main offer also purchasing the upsell? If not, like in a recent episode where I interviewed Jock Hopkins and he was sharing that he had to test three different upsells before he landed on an upsell that was converting. Are you prepared to test different upsells? Down in the show notes below is a link to Jock Hopkins’ episode so you can listen to it. If you’re already running Facebook and Instagram ads and you want me to look at your ads and give you the first three things I would do to get better performance out of your ads, then you should click below and get my 48 hour ad audit. It’s a two business day turnaround, and you’ll have the clear next steps to change in order to get better performance out of your Facebook and Instagram ads. Until the next time that you hear from me, take care, be blessed, and I’ll see you in the next one. Bye.
