On this week’s Dear Katie, we’re continuing on with last week’s question of: Why aren’t my meta ads working? 

If you missed Part 1, you can read the blog post here.

In short, Part 1 for former profitable Meta ads working before and not today covered two main points:

1. Targeting the right audience
2. Creating the right offer

But this week, we’re talking about the third reason why your ads aren’t performing: you’re missing a high-performing system.

Without the right system, you’ll bleed money.

You want to be profitable, which means thinking through the entire prospect lifecycle, from the time they see your ad until your sales meeting.

Here’s how all of this works. We’ll start at the beginning with the ad. 

Create a High-Performing System for Running Profitable Meta Ads

1. Create 2 -3 video variations with different hooks and angles that all offer a clear message and irresistible offer.
   
   Meta will optimize your video’s performance and help you learn what resonates with your audience by using video variations.
   
   For us, video ads perform best for most clients, but for a few accounts, graphics perform best.
   
2. Always be testing. Create ad variations to learn what works and doesn’t for your audience.
   
   If you’re not testing, you’re leaving money on the table.
   
3. Create a trust-building landing page that has strong testimonials, shares more information about the offer and answers key questions, such as:
   
   “How much can I save,”
   “What does this cost?”
   “How long will it take?”
   
4. Make every lead complete a prequalification form before they book a meeting.

Only leads that qualify book. 

5. Once someone book an appointment, redirect the person to a confirmation page that lays out the next steps you want them to take.
   
   Set clear expectations. For example:

• Explain what the person should bring to the meeting
• How long the meeting will take
• What to expect when you meet, and so on

6. Build a nurture sequence that begins immediately.
   
   Share helpful resources, testimonials and, of course, send out appointment reminders.
   
   Kick off your nurturing right  away so that you can warm them up for the meeting.
   
7. Now how about for people who click the ad but don’t book?
   
   You want to set up retargeting ads will keep them engaged.
8. The entire system is connected behind the scenes.
   
   A CRM and pipeline will help you keep track of what’s working, follow up with promising leads and ensure no one falls through the cracks.
   
9. Make sure there is a clear ROI.
   
   Install Meta Pixel and use UTM tracking and custom conversions to track the results of individual ads. Tracking will allow you to calculate the cost per lead and per booked call as well as the overall return on your ad spend.

Phew – I know that sounds like a lot! And it can be if it’s not something you’re focused on every day.

That’s why at Leaders Online, we build systems like this for our clients. There’s no guesswork. Just show up to qualified leads and close.

(BTW: If you’re tired of your ads going nowhere and want a system that actually works, we’ve got you covered.

Just reply with “SYSTEM,” and I’ll send you the details. You deserve more than a broken funnel.)

And, that’s a wrap on this Dear Katie question.

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Now I want to hear from you. Do you have a question? 

Submit it here

Until next time, cheers to your success!

Katie