It's Scary How Many Business Owners Don't Know Their Ad Numbers

When I talk to business owners about their ads, it's scary how unaware they are of their numbers.

Marketing is all numbers and math.

You need to be in tune with what's going on.

If you hire somebody or an agency, you need to have frequent meetings with them. Bi weekly. Monthly at minimum.

Go over the numbers. See if it actually makes sense based on margins and future projections.

This is extremely important.

And you also need to make sure your campaigns are set up properly.

Here's the thing about ad platforms.

They're not out to get you. They're not trying to rip you off.

It doesn't work for them.

Facebook and Instagram are known by everyone on the planet. If they were scamming people, word of mouth would spread fast. Especially from multi million dollar companies.

It's in their best interest to make sure your ads perform well.

But it's up to you to set them up correctly.

Ads are code based and math based.

Code based means Meta has a thing called pixel code. It goes on your website. It's a tracker for potential prospects.

Here's how it works.

Someone visits your website. You have the Facebook pixel installed. You're running ads on Facebook.

As soon as they visit, the pixel attaches to them. Now they're going to see your ads. Now you can target them left, right, and center.

And you can use the codes to your advantage.

Let's say someone visited your profile but didn't take action. Now you can hit them with retargeting campaigns. Show them specific pieces of content.

Maybe they saw your stuff but they're not ready to make a decision yet. That's fine.

Hit them with retargeting value based content. Long form pieces. Warm them up slowly.

And here's the other critical piece.

You need to qualify and disqualify leads.

If you're not disqualifying the people who are going to waste your time, you're doing yourself a disservice.

And you're telling Facebook you want every single lead on the planet.

Which you don't.

You need conditional based questions. Questions that reject people if they don't answer correctly.

I'm pretty sure you have a criteria for what a lead must have. You can filter those people out with a form.

This is a must.

If you don't do that, you're going to pollute your data.

The people you don't want are going to consistently see your ad. And Facebook is going to think, "Okay, this is exactly what he wants. We're going to give it to them."

That's what you're training the algorithm to do.

So here's what you need to do.

First, know your numbers. CPL. Show up rate. Close rate. CAC. LTV. Margins.

If you don't know these numbers, you're flying blind.

Second, make sure your pixel is installed correctly. Make sure it's tracking the right events.

Third, set up retargeting campaigns. Don't let warm leads go cold.

Fourth, disqualify bad leads with conditional questions. Train the algorithm to find the right people.

If you don't do these things, your ads will fail.

Not the platform. Your setup.

Fix your setup. Know your numbers. Then scale.

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