Top 10 Lessons For Your Agency Ads

Last year, I was able to get over 750 clients ($2,500 - $15,000 each) for my agency using paid ads

Here are the top 10 lessons you need to do for your agency ads to get a similar result:

1. The first thing to get out of your mind (esp. if you come from an Ecom agency background) is the idea that lead gen ads and Ecom ads are the same thing. They are completely different. The only similarity they have is the word "paid ads."

2. The second thing you need to get in your mind is that the actual ads themselves are one of the more minor parts of success. What happens after in terms of landing page, email flows, conversion mechanisms and offers matters much more.

3. All of your paid ads should be focused on an intro offer, free or paid. Sending your ads straight to book a call (in B2B) had three problems:

• They often don't even know what you do

• They don't trust you

• There is zero rapport on the call

4. If you are going to run ads to paid intro offers, the product(s) that you sell should be under $100 (always), be completely automatic in terms of fulfillment (eg. not something like we will make you custom ads for $99), and should naturally lead into your main service.

5. If you're going to run ads to free intro offers, you will not only need to make 6-12 different lead magnets, but you will also need to be sure you have your email flows and conversion mechanisms in place (groups, webinars, newsletters, appt setter, etc.)

6. The dilemma with paid ads is that you need more than just their email on the form to know if they are qualified, but for every form field you ad, your cost per result will go up by 50%+.

7. This is why what happens after the actual ad itself is more important. You need to have an opt in page that only collects their email (to keep cost per result down), and then have a conversion mechanism to help you enrich the data (name, phone, URL).

8. Then, you can think of it in three separate parts

• Cost per lead (higher CTR/lower CPC + higher opt in rate)

• Cost per activation (higher percentage of leads activate to conversion mechanism

• Cost per acquisition (higher percentage of activations become clients)

9. Then "improving your ads" becomes three separate actions

• How do I get a lower cost per subscriber?

• How do I get a higher percentage of subscribers to activate to conversion mechanism?

• How do I get a higher percentage of activations to become paying clients?

10. Improving any one of these will "improve your ads." It gives you a clear plan of action as opposed to wandering aimlessly. Improving any one of the three things (or even all) will get you a lower CPA, and two of these have nothing to do with the ads themselves.

Bonus Tip #1: You also need to be posting content on Twitter, LinkedIn, YouTube, etc.

Many times, people will learn about you and get on your email list from paid ads, find your content, and then convert that way.

Bonus Tip #2: Make sure to pay attention to the following things:

• VSL on your site

• PR in Google

• 3rd-party reviews

• Case studies

• Video testimonials

These are all things that will have an impact on the effectiveness of your ads as well.

The top causes of failure with agency ads are:

1. Running ads to the main offer

2. Not having a full funnel (lead magnets, emails, conv mech)

3. Asking for way too much info on the form

4. Not posting content alongside the ads

5. Not having offers for different levels of market

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