Your Paid Ads Aren't Failing (Your Sales Process Is)

Most people blame the ads when their campaigns don't work.

They think the leads are bad. They think the targeting is off. They think the creative needs work.

But here's the truth.

There's only so much you can do with marketing to improve lead quality.

At some point, you have to close the leads you're getting.

And if you don't have a sales process, your paid ads numbers are going to get worse and worse. Your CAC is going to go up. And you're going to blame the ads.

Let me explain.

When it comes to marketing, there are a lot of levers you can pull to get a good quality lead. But you need to decide for yourself what a good quality lead actually is.

Some people have unrealistic expectations from paid ads. They think every lead should be ready to buy, ready to hand over their money on the first call.

That's a false expectation.

The world doesn't work that way.

If it did, everyone would be running paid ads and printing money.

Here's the reality.

Paid ads leads are still somewhat cold. They've watched a couple of your videos. They've seen your ad. But they don't trust you yet.

Not like a referral.

Referral and word of mouth leads are easy to close. They come from a trusted source. Someone they know vouched for you. Half the work is already done.

But paid ads leads are different.

They need more convincing. They need more trust. They need a clear process that handles their objections and closes them on the spot.

If you've grown your business only through referrals and word of mouth, this is going to be new to you.

You're used to people showing up ready to buy.

Paid ads don't work like that.

You need a sales process that tackles objections, answers questions, and closes the deal right then and there. Or at least within the same week.

Without that process, your paid ads will fail. Not the ads themselves. Your ability to convert them.

Now, let me be clear.

This doesn't excuse genuinely unqualified leads. If someone is not in your ICP, if they're not serious, if they're clearly not going to close, get off the call.

But for the people who are qualified, you need to be able to close them.

And that requires a sales process.

Even we've spent the last couple of months focused on improving our sales process and sales structure. We want to make our program make sense to business owners who need help with content.

There's only so much we can do on the marketing side.

At some point, it comes down to the call.

So here's what you need to do.

First, define what a good quality lead looks like for your business. Get on calls yourself. See who's showing up. Decide if they're a good fit.

Second, build a sales process that handles objections, builds trust, and closes deals. Script it out. Practice it. Refine it.

Third, close people on the spot. Don't let them leave the call without making a decision. If they need to think about it, you didn't do your job on the call.

Your sales process is the difference between profitable ads and wasted ad spend.

Fix the process. Then scale the ads.

Not the other way around.

My Offers:

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