Now I’ve always joked that one day I’d write a book that would be my five year journey to making a million dollars overnight because that’s so often what we see. We often see these quick wins, amazing results that have happened in this super crazy short timeframe. But what they don’t often tell us is that all these things that have been leading up to this point, all the audience building, all the learning, all the systems and testing that’s been going on in the background or in the lead up to this, it’s quite often not an overnight success, even with one of my clients.

So we generated a million dollars in nine months for a startup. There was a lot of background where they’d already done a lot of learning, creating courses, creating training, starting to get some webinars out, learning all the processes themselves that helps them get too that point. So before I even dive into those three things are, if you’re an ad manager and you’re seeing all these crazy results and you go, “Ah, why can’t I get there yet? Or why haven’t I achieved these results?” Don’t fret. Don’t fret. Because there’s all this other stuff that quite often you’re not told so as long as you’re a diligent ad manager who is doing the best you can for your clients and that is so much further ahead than what I see a lot of the time so kudos to you.

So three discoveries I’ve made as I’ve generated seven figures as an ad manager for clients is number one, communication is key, right? As I’ve onboarded clients, as we’ve gone through the process of launching campaigns and then flopping, launching campaigns, and then flopping, launching campaigns and then working and all the nuances, especially when we talk about coaching or online courses. There are so many moving pieces. So communication is essential and communication as you onboard a client is paramount. As you start this new client relationship, it’s really important that you set it off on a firm foundation. So what I like to do when a client comes on board, I will communicate every day for the first 12, 14 days. Even if there’s not much going on behind the background, if we’re just looking at audience building and doing some audience research, I would just touch base with them and say, “Hey, continuing on with our audience research, finding some good interests that we’re going to be targeting. I’m very excited about the opportunities here.”

So that they know that they’re just not another number into your client roster. So that they know that you are proactive, that you are continuing to keep the conversation open and that they know that you have their back. That’s often a comment that I get from my clients as I do onboard them. They say, “Wow, I haven’t experienced this level of communication before. I haven’t experienced this level of attention before. Thank you. This is amazing. It doesn’t take much. We have a Slack workspace for each of our clients and so therefore, what I would just do is they’ll have their own workspace and then I just drop a little comment in there each day. Super valuable, goes a long way and just helps to establish that relationship on a good foundation.

And then therefore, continuing that conversation and rather than having reactive conversations, have proactive conversations so that if you’re running same campaigns and as Facebook ads go up and down all the time, if they’ve gone down for a couple of days, reach out and let your client know, “Hey, just letting you know that, yeah, results haven’t been quite so good in the last 48 hours. This is what we’re doing as a workaround. We’re testing some new copy. We’re just rolling, turning on some previous ads that may have performed well, or we’re just waiting another day to see if they turn around.” So having proactive communication as well is going to go a long way to those times where things do maybe go down and they’ll stay down for a little while. Your client knows that you’ve got their back, that you are doing all that you can to turn things around and that together, you can work together to help them get the results that they’re wanting to achieve.

Because as the ads manager, yes, you are responsible for getting the ads out. You’re responsible for the return on ad spend, but it’s also the client as the business owner, whose business it is that you’re increasing the revenue of, to have an invested interest and to help you with messaging, help you with copy, help you with any step of the way. If there’s things that you say, “Actually, we’ve been testing this and this ad copy is working better than ad copy B where we’re talking about these pain points so perhaps this could be a good move,” and that’s where the client can come back and provide some further resources for you to help that along the way. So communication provides that team effort between yourself and your client to get the best results all around.

So number two, second, discovery that I’ve made as I’ve been working for the last five or six years running ads for clients is you don’t need to know everything. A lot of people who do start out as an ad manager, and I’ve seen this as I’ve worked with probably a few hundred ad managers by now who have suddenly, or maybe not so suddenly, but they’ve learned how to run Facebook ads, right? But then they also think they need to do everything else. They think they need to be a funnel builder. They think they need to be a copywriter. They think they may need to be an email specialist. Hello, that’s been me. Yes, talking to myself here. And while it is great and somewhat essential to have a knowledge of all these areas, you don’t have to do it all yourself. This is where there are other people where it’s their zone of genius and quite often, when you outsource it to someone else who is their zone of genius, you’ll get better results. And your whole lifestyle and your whole business will probably be a lot more enjoyable for you.

There’s nothing worse than when you’re trying to manage all these ad accounts, you’re looking at the data, you’re looking at what things need to be optimized, you’re thinking it needs some new ad copy and it is due for a new ad copy as well, then you’ve got to see it. And writing good ad copy doesn’t generally happen in just 30 minutes. It requires some planning out. You need to know who the avatar is. You need to look at what their pain points are. You need to do some research, have a look at what was working with the ads previously, have a look at what’s happening with emails, have a look at what’s happening with the webinar. So it requires some research as to which angle to take for your new ad copy. So while it is great and essential, I believe, for ad managers to have a knowledge of this and a knowledge of the messaging that is in all the ads and how to position it accordingly, you don’t have to do it all. And when you do it all, it’s probably not the best use of your time.

So instead of having to hire a full-time copywriter, for example, for ad copy, there are plenty of services that are great services out there these days that provide that copywriting service. So what you just do when you take a client onboard is you add that into the cost of your service. So say that you would anticipate six pieces of ad copy each month. you’ll have a couple of your top of funnel. You might have a couple of the bottom of funnel and you’ll have long form and short form as well so we’ll just say six. If you can get six pieces of copy written each month for your client, and it’s about 40 or $50. For your ad copy. So let’s just say it’s $40, that’s $240 a month for copywriting services. Super affordable.

And when you look at your time, right? If you were to be writing this ad copy yourself, you should be charging or consider in your mind that your hourly rate is probably about $40 or $50 an hour. It’s going to take you a lot longer than an hour to write that copy. So that’s what I mean where it may not be the best use of your time. You could spend five hours writing that copy and therefore, if your hourly rate is $50, that is $250 of your time has been spent writing that copy.

Whereas outsourcing it to someone paying $40, $50, and that’s their zone of genius. You’re more likely to get better results from that rather than you trying to piece it all together. While I do believe that you do need to have a knowledge of copywriting and what makes good copy, you don’t always have to do it yourself. So take that into consideration. With all the tasks that you do, you don’t have to do it all yourself.

And number three, the third thing I’ve discovered running all these Facebook ads for clients is people are always looking for the latest tip, trick or hack. To try and improve their campaigns. Now, while there can be some strategies, for sure, like different retargeting strategies using a Messenger option. So people are opting in by a Messenger rather than a lead form. There are a few things like that that can help improve conversions. But the end of the day, it’s the offer and the messaging that really matters. If you don’t have a great offer, if the messaging is all for your audience, they’re not going to convert and whatever tip, trick, or hack that you look for, and you try and implement, you could just be spinning your wheels.

And I’ll say this to ad managers that I’m working with all the time is that they’ll do a funnel. They’ll get a funnel all in place. They’ll have the ads. It’s running to a webinar. And then things aren’t converting as they expect so they want to do a whole other funnel. I’m going to do this instead and du du du. One, they haven’t given it enough time or two, they haven’t really explored the messaging and the offer. And that no matter what other funnel that they’re going to build, it’s just not going to fly either because those core things are not solid. So before you go building funnel after funnel and looking for the latest strategy or the latest hack or the latest tip, whenever I say, “Here’s the latest tips and tricks.”

I go, “Ugh. Ugh. This doesn’t zipper.” So you don’t need the latest tips and tricks. You just need to make sure that the offer that your client has come forward with, you want it to be validated in that you want… Ideally, they’ve been selling it before they’ve even come to you for Facebook ads so they know that people want this offer and then that the messaging is dialed in and that might take a little bit as you go to various audiences, different avatars that may take a bit of work and that’s part of the process with Facebook ads and we play for the long game. No overnight successes, though they can come in and the sales can come in pretty quickly.
That’s awesome. But generally, there’s a bit of work to be done to make sure that it’s a sustainable long-term business.