The Art of Online Business

How Do I know if I'm Ready For Facebook & Instagram Ads

• Kwadwo [QUĀY.jo] Sampany-Kessie

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0:00 | 10:12

Let’s talk about whether you’re actually ready to run Facebook and Instagram ads for your business. 

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Jamie and I explain why having a solid, proven offer is key before you throw money at ads—because ads won’t fix a bad offer! We go over some clear signs that show you’re ready, like making steady sales from your email list or having success with things like Instagram stories or webinars. 

We also break down the financial side to make sure your ads have a good chance of being profitable, and share why having a strong business model is a must before scaling with ads.




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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:




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When Are You Ready for Paid Ads?

Speaker 1

So how do you know if you're ready for Facebook and Instagram ads to run in your business and grow Like, as I love to say, jesus saves? Facebook and Instagram ads do not. And so if your offer isn't selling organically, putting money behind it will not magically fix it, because more eyeballs on a bad business or offer well does not a good business make.

Speaker 2

So how do you know if you're ready for paid traffic, Jamie?

Speaker 1

Let's break it down.

Speaker 2

Let's break it down.

Speaker 1

Let's break it down. Let's break it down. The key here is how are you making sales now and how well is your offer selling organically? Because too many times well. Back in the day, when I first started running ads, clients would reach out to me and or potential clients and I would end up trying to help them. But I realized a similar trait among client ad accounts. It didn't go so well and it was the ones who were trying to use ads to prove their offer or develop their offer, rather than just using ads to add fuel to an offer. Fire that was already burning.

Speaker 2

Right.

Speaker 1

Right.

Speaker 2

So are you consistently getting sales from your email list? That would be a good place to start.

Speaker 1

So this would be a scenario where yeah, right. This would be a scenario where you're growing your email list some way and you're selling to your email list, say every month, and are we getting sales? Or you could be selling by Instagram stories right. And regularly converting customers you know into or leads to your dms right. So that's the call to action the instagram story that in your dms you're selling right that's another way, or the more typical webinar right.

Speaker 2

Are people actually a percentage of your webinar registrants or your challenges? Whatever you're doing? Are they actually buying?

Speaker 1

yeah, and so this isn't just about like I'm selling some of my program, kind of it's like this is selling well and like, if you're not watching, I look so short here. If you're not watching on YouTube yet, well, click down in the show notes below and watch the Art of Online Business podcast on YouTube, or just search it, because I'm holding up two hands right here, one's at my forehead, one's at my my chest, and the goal is lots of profit.

Calculating Your Profit Per Lead

Speaker 1

So up here is how much I'm making per lead let's say in a webinar and then down here is inevitably how much I'm going to have to pay per lead when I start running Facebook and Instagram ads, and so you want your offer to be selling as profitably as possible. So, jamie, I got my calculator here.

Speaker 2

All right, and we're going to do a little math textbook super easy math you know, because this whole launch world is super straightforward and always the same.

Speaker 1

Nothing ever goes wrong.

Speaker 2

So let's say that I made that would be sarcasm, right yeah, so I got Just to make sure we're clear here.

Speaker 1

So let's say, for a webinar, as we're looking into profit per lead, right, but I got 500 leads Okay cool, and I made a hundred grand for this webinar, so that could be a hundred grand, or one with five zeros after it, divided by 500 leads.

Speaker 2

Yeah.

Speaker 1

And that means each lead is 200.

Speaker 1

Right. So that means I made $200 per lead. It's pretty nice. So I'll be up here and I'm probably going to be happy at this point. This is just a number, by the way, it's not like cause. I was giving a talk last week and somebody asked me is this number you give like the ideal number, like cost per lead? And I was like no, no number, it's just a round number. That makes sense, right? So let's just say we got leads for twenty dollars, cool. Well then, that would mean that every lead would be 180.

Speaker 1

Yes five because math. How well can our daughter subtract? Can she do three digits? Yet where is she at in math?

Speaker 2

school she should be able to. I mean, not in her head, okay, so she can't do this math.

Speaker 1

Yet at least Our kids are in school. Down here in Mexico they're at a homeschool, not us homeschooling, but at another homeschool. That's a bit away from us, because, although we were teachers for quite a while in China, we're not teaching our own kids at home. That would be.

Speaker 1

Yeah that wouldn't work. It would not be, no, it wouldn't work. So at this point then you calculate that leads are worth $180, because I'm making you know, $100,000 launch Hooray 500 leads, $200 of revenue per lead, minus $20 per lead that you have to pay for Facebook and Instagram ads, so $180 per lead. If you have that kind of profit per lead, well, like not all the time, but in general, that's amazing. Now, do you need to have that kind of profit per lead $180? Margin, margin, no, but you should run the numbers you know like right, and see how much your leads are worth and if they're worth, like personally I'm not happy if I'm paying for paying what Jamie per lead over what price per lead for our clients, what would you say? We can usually get cost per lead under usually in general under 10, under 10 all right, cool.

Speaker 1

So then if you calculate, like, if the listener calculates what 20 profit per lead, 30 profit per lead, like that's a very strong sign that you can. They can run instagram and facebook ads right and so the key here is is the offer converting right?

Speaker 2

how do you know your numbers Right?

Speaker 1

So the key here is is offer converting Right, so you know your numbers. So Yep, yep, yep, yep, yep, yep, yep. And if you are doing a webinar and you want to lower your lead cost as low as possible while getting the highest quality lead still, then that's what my ad testing cheat code is for. Right, it is the way that I lower cost per lead in all my client accounts and I walk you step by step through it and, like Jamie, here sees me actually doing the work in the accounts daily and dealing with the curve balls that Meta throws me, because it's never just straightforward, although I teach it in a straightforward, easy to understand framework.

Speaker 2

Right, right, very systematic.

Speaker 1

I've also added into this course video of me rolling with the punches. Yeah troubleshooting, troubleshooting, yeah, and continuing the framework so you can see what it's actually like and how I deal with different situations, thus teaching you how to deal with the inevitable curveballs that meta will throw at you. That is $37 normally for you at 17.

Speaker 1

You deserve to be getting the highest quality lead at the lowest cost possible, because that means your business is making more profit, which means you are serving more of the people we're meant to serve, because you've been blessed with skills and passions.

Ad Testing Cheat Code Offer

Speaker 2

Right. So, quasar, I have a question for you then. What if you're still in that early stage with not so many sales yet? You're like I'm getting some sales, but I don't think. Based on what we've been saying, it doesn't seem like we're ready to run ads yet. So what do we do?

Speaker 1

Well, you don't run ads.

Speaker 2

Okay, but what do we do instead?

Speaker 1

Well, let's see, I'm trying to get the ad testing cheat code and if you're doing it yourself.

Speaker 2

But if we're not running ads, then what do we do?

Alternatives If You're Not Ready

Speaker 1

Well, I, you could do what I did. Dear listener, I remember back when I was in China and I flew myself all the way across the seas to San Diego to participate in a mastermind, and they were like, kwejo, you need to launch a group coaching program. And I was like, how? And they're like you're going to do it to your organic Instagram audience. And they made me. Thank god they did, but they made me.

Speaker 1

I was so scared at the time yeah, but go out into the deck before this two-day mastermind was over and I had to like pull out my instagram stories, record something saying like you know, I've heard what you needed. And because I've heard what you needed, I and they made me like make a promise for my group coaching so I was like this is the promise, and then, if it sounds like something you need, dm me and they're like and then you're gonna sell it in your DM.

Speaker 1

So I was like, oh, yeah and yeah. Like two and a half weeks later I had like my first nine people right in my like I don't know $800 seven-week group coaching program and I just proceeded to do that over and over again. So that's one way. But like, look, if you don't have a big Instagram audience or a big email list, you could team up with somebody who's if you have a podcast, who's been a guest on your podcast, and do cross promotion. One week you promote their lead magnet, the next week they promote your lead magnet to their email list and you can just find people who serve your niche in a complimentary, non-competitive way and hook up with them. Team up, I should say, and, from across, promote collab, collab, collab, collab, collab. Yeah, you have to reach out to people.

Speaker 1

You know cold write that email that's what you do, right yeah, yeah, yeah, absolutely.

Speaker 2

That's one of the best ways to be able to find more audiences, people who you can both serve each other. I mean, you're doing it.

Speaker 1

And because of it I'm guesting on more podcasts. People who I've never met before, but cool folks.

Speaker 2

I like it when you do it, Jamie.

Speaker 1

I like it when you do it, because then I don't get super outreach at least I don't get super. I don't know, I don't worry so much about oh, should I reach out to this person? And what if I don't write the email more? It's kind of like you just go and write the emails and it's nice when you have someone else promoting you, so to speak.

Speaker 2

Yeah, yeah, you're like the person right, I'm your biggest fan all right.

Speaker 1

so before you run Facebook and Instagram ads, two numbers are important how much you earn per lead and how much it costs to get that lead your cost per lead.

Final Key Takeaway and Conclusion

Speaker 2

So if that gap is big, then ads can scale that up. But if you don't know either number yet, then it's not time for you to run ads. So make sure you know your numbers.

Speaker 1

I think that's a key takeaway here that is the key takeaway, and look at the short episode. Take care until the next time that you see us or hear from us, be blessed, and we'll see you in the next one.

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Kwadwo Sampany-Kessie

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