2 Paid Ad Mistakes That Can Cost You

In today’s video, I talk about two common mistakes I see people make when running paid ads to land clients.

#1 They Don’t Narrow Their Audience:

This might sound obvious, but it is actually something I see all the time.

When people run client acquisition ads in their industry, the hooks are too broad when calling out their prospects. If the ad is too general, they will inevitably have bad leads going through their funnel and a higher cost per lead.

It is so important that the copy, especially the intro, touches on the potential client’s pain points.

Not sure how to start? Research your chosen nice and read industry forums to see what these clients are struggling with.

In the past, my company has joined specific Facebook groups and directly asked what the problems were.

A good client acquisition ad can be a goldmine. I have personally spent £30 per lead and closed 1/10 of those leads, which have now become a lifetime client worth 100x that.

#2 Not Segmenting The Leads:

I always advise people to make the most out of their market.

Many small businesses are stuck in the ‘dark ages’ and desperately need help with their marketing.

If you set up your funnels correctly, you can easily segment your leads and deliver a small volume to these businesses. Maybe even customize a landing page to book a call directly with your client.

There are so many options for side hustle opportunities; all you need to do is start asking the right questions.

For a more in-depth look into paid client acquisition, check out my latest Webinar with Robin Alex and Shaun Clark from Go High Level. With this knowledge, you’ll soon be off to the races.

Watch here– https://youtu.be/SS8d59DT_DQ

Video Transcript

Hi everyone, it's Dan Wardrope here.

A bit of a different setting for me today.

I've been running around and I thought I'd record this video from the beanbag in my office because it's actually extremely comfortable.

So today I wanted to talk to you about those or I wanted to help those of you that are running ads for paid client acquisition.

Whether or not it is you're running the pay-per-lead model, whether or not you're running the retainer agency model.

I see people making a few mistakes when they're running paid ads.

So my first tip is that narrow down your audience massively.

I've seen, just recently got a PM from a student the other day who was running ads and trying to land contractors as clients.

And his video was very good but his video and ad copy was very generic.

He was just talking about contractors.

And this might seem obvious.

It definitely is obvious to me but if you're gonna start doing this and you're running ads on Facebook to land clients, then you've gotta get specific.

You've gotta start not being broad and trying to get every contractor under the sun to become a client.

I advised him to start looking at certain types of contractors.

It could be a roofer, it could be a kitchen remodeler, it could be a painter or whatever.

It doesn't really matter but you have to write the copy and you also have to be doing video ads on Facebook or on YouTube or whatever.

Then you have to be able to be specific and touch on the pain points of what that potential client is struggling with.

So if it's a roofer, it could be they've bought leads before but they have not be able to get a return from them.

So the quality isn't there.

Their lead hooks ratio isn't high enough.

All these things need to be discussed in the ad copy and in the video in order to speak directly to that prospect because the algorithms, the machine learning and all that is smart enough to narrow this audience down now.

Just to give you an idea, when we run our paid client acquisition funnels, you're looking at around 30 bucks per lead.

And if you can close one in 10 of them, that's a client acquisition cost of 300 bucks for, especially in the pay-per-lead market, a significant client.

So it's an absolute goldmine and I don't see enough agencies actually running paid acquisition-type ads to scale their agency.

So it's important and it works really well. But if you are gonna do it, you have to be very specific. The next thing you need to do is be able to segment.

So there's probably two points to this video.

The first one is get specific as possible.

And the second thing is segment the leads because you're gonna find, and we see this with clients that are running ads to land life insurance or kind of annuity-type clients people that are selling insurance.

If you're in the States, you're in America, there's probably, I don't know, a million life insurance agents out there.

That may be not be an exaggeration.

There could be that many. But probably 80% of those people are just one-man bands that are used to door knocking and going about their business in a very old-school way.

And they can't buy volume from you.

So you wanna be asking questions to see what type of client they are and sending them to a different thank you page or whatever that explains what's gonna happen next as opposed to the life insurance agent that has a brokerage and has lots of staff and things like that.

Then you wanna take them down a different funnel and send them to a page, which obviously, tries to get a call booked in where you can actually sell them leads or whatever service you're offering.

So there's two types of clients.

And you know the old 80-20 type rule here.

So it's important you segment as well.

And there might be a million life insurance agents there and there might be 800,000 that don't wanna buy lead volume from you but it doesn't mean you can't help them.

Especially in that industry, they've been stuck in the dark ages for so long.

If someone can come along and add value to these smaller guys via digital lead generation and helping them with their funnels and follow-up sequences, whether you like to go high level or whatever, then you're onto a real winner there.

There's so much opportunity just because they haven't got deep pockets.

So they're my tips for today.

I'm gonna link to a webinar below this video on paid client acquisition where I showed my funnel and how all of that works, along with a good catch-up with the owners of Go High Level.

And it's a really valuable webinar.

We had great feedback and it's gonna be in the link below, whether you're on Facebook or LinkedIn or YouTube or whatever.

You should check it out because it's really cool stuff.

All right, well, that's it from me.

I will speak to you soon.

Bye.