The Art of Online Business
Welcome to The Art of Online Business podcast, your go-to source for practical tips and strategies to boost profits and impact in your online business, WITHOUT the hustle.
Join fellow online course creators and coaches as we dive into things like
• sales and marketing optimization,
• and systems and processes
• funnels and of course
• Facebook & Instagram ads for seamless scaling!
Hosted by Kwadwo – sounds like [QUĀY.jo] – a & Facebook Ads Strategist for 6 & 7-figure online course creators, membership owners and coaches.
Enjoy a mix of actionable solo episodes, interviews with online experts (serving course creators), coaching case studies, and more to elevate your business.
You’ll get weekly insights on FB & IG ads mastery, scaling courses and memberships, email marketing, evergreen funnels and more.
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The Art of Online Business
High Meta Ads Lead Costs? Your Lead Magnet Might Be the Problem
Let's break down how changing a lead magnet can seriously cut down lead costs on Meta ads. I share a real case where a client’s lead cost dropped from over $20 to just about a dollar—just by switching their lead magnet.
- Cut your lead gen costs in HALF with my $37 mini-course–NOW only $17!
- Visit The Art of Online Business website for Facebook Ads help
Before that, I tested everything—ad copy, graphics, and even Meta’s Advantage Creative Plus—but nothing worked. The lead magnet was the real problem.
I explain why the old lead magnet didn’t work, what made the new one better, and how you can do the same to get better (and cheaper) results from your ads.
Watch this episode on YouTube!
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
Sometimes the quickest way to dramatically improve your Facebook and Instagram ad performance is just to switch up to a new lead magnet. This is probably not the first ads performance enhancer solution that you've thought of, but sometimes the quickest way to dramatically improve your Facebook and Instagram ad performance is to just completely change your lead magnet. I'm gonna tell you a client story. So I had this client it was a new client and they were starting a brand new lead magnet to build their business and we had the most. Well, I had the most difficult time getting the lead cost to get down below $20. And I tried all the things from my Olympic gold tried and true testing framework Link to that in the description below if you need it. But I tried that testing all the ad copy to get the best ad copy against or with different graphics, to get the different kind of graphics and ad combinations that would perform the best, along with headlines. Along with testing different Advantage Plus creative options. And for those of you who aren't quite sure, and for you if you're not quite sure what Advantage Creative Plus is, it's that option at the ad level inside of Meta Ad Manager that allow Meta to apply optimizations to your ad on a unique basis to people who it shows Like, for example, it could switch around the text, or it could do video touch-ups, or it could do like graphic effects, touch-ups like switching the contrast or the brightness of your ad. Many things actually Go in there and check it out. But I tested all these combinations, in addition to having the client record some new videos that were about different pain points that related to their lead magnet. I tested those videos by themselves. I even embedded some of those videos into some of the previous graphics that I had. I tested different audiences. Nothing would work.
Speaker 0:By the way, if you haven't seen me or heard from me before, hi, I'm Quajo. I'm a meta ads manager. That means running ads on Facebook and Instagram has been the game that I've been playing for clients for the better part of five years now, ever since way, way, way back when I ran ads for myself for a business that I had while I lived in China teaching folks how to learn Chinese. And now I'm just super passionate about helping online course creators run ads towards their profitable offers so that they can scale up their business and serve more of the people who they were meant to serve.
Speaker 0:And so we changed the clients lead magnet and my gosh, I wrote an email to their marketing manager because I was shocked and paranoid because the leads came from struggling to get below $20 a lead, which I would consider a big failure, right To coming in at just north of a dollar per lead. Actually, the first week that we changed up the lead magnet, their leads were coming in at slightly under a dollar and I was like something is wrong here. So I double checked, then triple checked my ads setup to make sure you know I didn't do something like put on worldwide targeting and all the leads were coming from Tunisia or something like that. Everything was good. I emailed their marketing manager and said "'Hey, can you look at the emails that are coming in, "'just to make sure'. And they verified that actually these emails "'that look like they belong to the niche? "'they were trying to target". And I was like, wow. And I'm still, about a week and a half later, as at the time that I'm recording this video looking and checking their ad account, and the leads are still coming in super cheap.
Speaker 0:Now, this is not about just finding cheapest possible leads. You want to get the highest quality leads at the lowest cost possible. But wow, night and day and I just sent another email to their marketing manager yesterday saying you know, I'm kind of shocked that it works so well. Like I am sitting here kind of shocked and I know for my previous years of coaching people in a high level accelerator, slash coaching program, slash mastermind for online course creators, that you do need to change your lead magnet up sometimes to get better results right. And obviously it's quite important to make sure that your lead magnet is in alignment with the paid offer that you plan on selling further down in your funnel. But wow, when it works, it really works and it's worth your time and effort to try it.
Speaker 0:Just like if you brainstorm with me here, when a customer has a problem that you solve but that customer might resonate with different frustrations that stem from that same problem.
Speaker 0:Ie there could be some frustrations that actually bring in more customers for you than other frustrations, even though they all stem from the same problem. So in your ad copy you test those different hooks or different ad copy that addresses different frustrations, still providing your solution. It's the same concept here with a lead magnet. There could be five different types of lead magnets that all can give your potential client or customer a quick win in a valuable way that builds your authority and leads further down into your business ecosystem so that they could do business with you, seek you out to get help, the help that you were meant to give them. But one of those lead magnet ideas is going to convert better than the others, and this is what happened for my client. This is what I hope happens for you, until the next time that you see me or hear from me. Take care, be blessed and I'll see you in the next one. Bye.
