Hook
Im gonna tell you everything I know about running ads n*gga.
This is the exact seven step build I use for business owners who need booked calls on the calendar fast, and I have spent $XXX,XXX of other people's money getting it right.
The whole thing runs on 20 dollars a day, and every step exists to stop Facebook from spending that 20 dollars on people who were never going to buy from you.
So today I am walking you through all seven steps, start to finish, so you can open Ads Manager tonight and launch a banger campaign yourself.
Talking Point #1
1.Sub-Hook
•Step #1, wire your tracking so the pixel only ever hears about the leads that are actually qualified.
2.Immediately dive into an insane story, a psychological study, a compelling thought experiment, a banger quote from a famous person, etc.
•Ibra walks the funnel section of the board and shows how the pixel has to sit on every single step, new lead, booked call, and cash collected, so the algorithm can see the whole path instead of just the first click.
3.Reveal a deeper layer, higher stakes, a problem or unanswered question, etc. relating to the framework.
•Ibra explains how firing the event on every new lead trains the pixel on unqualified people, and once Facebook learns that, it goes out and finds you more of exactly the wrong person, on purpose, with your money.
4.Tell the viewer EXACTLY how they can use this information in their real life OR EXACTLY why this information is so important for them to know
•Ibra highlights that the event only fires once a lead is qualified, and that one rule is the entire reason every step of this funnel gets tracked in the first place.
Transition
But the pixel is only as smart as what you feed it, and one lazy question on the way in is what fills your calendar with people who were never going to pay you.
Talking Point #2
1.Sub-Hook
•Step #2, put your price inside the form and let it disqualify people for you.
2.Immediately dive into an insane story, a psychological study, a compelling thought experiment, a banger quote from a famous person, etc.
•Ibra shares how almost everyone says Facebook instant forms are wrong, and almost everyone is wrong, because the instant form is exactly what he runs on this build.
3.Reveal a deeper layer, higher stakes, a problem or unanswered question, etc. relating to the framework.
•Ibra pulls up the form on the board and explains how a form anyone can fill out sends you complete junk, so it needs a disqualifying question and conditional logic cutting everything outside the US, Canada, the UK and Dubai, while still being finishable in under 30 seconds, because people are lazy but the questions still have to be hard.
4.Tell the viewer EXACTLY how they can use this information in their real life OR EXACTLY why this information is so important for them to know
•Ibra highlights that his secret sauce is asking straight out if they are willing to invest 5K, yes or no, because that single question is the wall between a qualified and an unqualified lead, and it is the exact conversion the pixel from step one is learning from.
Lead Magnet
•Ibra mentions, as an aside off the 5K question, that if the viewer is running ads and their calendar keeps filling with people who were never going to buy, they can fill out the form in the first link in the description and get a free consultation with him. It is free, it takes about a minute to fill out, and it is the first link down there.
Transition
So now that the form is doing the qualifying for you, the only question left is where Facebook is even allowed to go hunting for these people.
Talking Point #3
1.Sub-Hook
•Step #3, run one cold campaign with three ad sets, and never build a fourth.
2.Immediately dive into an insane story, a psychological study, a compelling thought experiment, a banger quote from a famous person, etc.
•Ibra maps the three assets on the board, broad, which is nothing but age and service area, interest, which is whatever the ICP is actually into, and one stacked lookalike built straight off the ICP.
3.Reveal a deeper layer, higher stakes, a problem or unanswered question, etc. relating to the framework.
•Ibra explains how to read those three as top of funnel, middle of funnel and bottom of funnel but for ads, and how you build one full ad set and duplicate it, because duplicating is the only thing that gives you control of the budget per ad set.
4.Tell the viewer EXACTLY how they can use this information in their real life OR EXACTLY why this information is so important for them to know
•Ibra highlights that this structure needs 25 to 30 creatives sitting behind it, because some will naturally take the spend and the rest will not, and that is exactly why they are in there.
Transition
And this is the step where almost everyone loses their money, because the second the numbers move they do the exact opposite of what the numbers are telling them.
Talking Point #4
1.Sub-Hook
•Step #4, cut your budget when your costs go up, and never raise it.
2.Immediately dive into an insane story, a psychological study, a compelling thought experiment, a banger quote from a famous person, etc.
•Ibra shares how Facebook is not guaranteed money, so you start at 20 dollars a day with a cost cap set to your target cost per lead, and you start where you can actually afford to start.
3.Reveal a deeper layer, higher stakes, a problem or unanswered question, etc. relating to the framework.
•Ibra explains how cost per lead is a trap, and the only two numbers on the board that matter are customer acquisition cost and lifetime value.
4.Tell the viewer EXACTLY how they can use this information in their real life OR EXACTLY why this information is so important for them to know
•Ibra highlights that everyone tells you to spend more, but raising budget into rising costs burns cash every single time, so when acquisition cost climbs you cut, and cutting is the only reason you stay in control of what you are spending.
Transition
With the money capped, the only thing left that decides whether any of this works is what people actually see when it lands in their feed.
Talking Point #5
1.Sub-Hook
•Step #5, run 25 to 30 completely different ads, because the ones that get no spend cost you nothing.
2.Immediately dive into an insane story, a psychological study, a compelling thought experiment, a banger quote from a famous person, etc.
•Ibra shares how there are people running 800 ads at the same time, and almost nobody is doing anywhere near the volume they should be doing.
3.Reveal a deeper layer, higher stakes, a problem or unanswered question, etc. relating to the framework.
•Ibra explains how truly different means truly different ads, not the same ad with the hook swapped, ideally dozens, 12, 24, a lot, with one to three of them living inside each ad set from step three.
4.Tell the viewer EXACTLY how they can use this information in their real life OR EXACTLY why this information is so important for them to know
•Ibra highlights that the one to three winners take almost all of the spend, and the ads that got no spend lost you nothing because they were never shown to a single person, so judging an ad that never ran makes no sense at all.
Transition
Now before a single one of them goes live, there are four switches inside Ads Manager that decide how much of your budget gets spent on nothing.
Talking Point #6
1.Sub-Hook
•Step #6, turn off the settings Facebook switches on for you by default.
2.Immediately dive into an insane story, a psychological study, a compelling thought experiment, a banger quote from a famous person, etc.
•Ibra goes through the launch checklist on the board and turns advantage creative enhancements off first, because it makes you spend more and it is completely useless.
3.Reveal a deeper layer, higher stakes, a problem or unanswered question, etc. relating to the framework.
•Ibra explains how comments get set to positive comment highlight only so nobody ever sees the bad ones, and site links get left off entirely.
4.Tell the viewer EXACTLY how they can use this information in their real life OR EXACTLY why this information is so important for them to know
•Ibra highlights that the booking window is three days maximum, two is better, and 24 hours is the chef's kiss, because buying intent is at an all time high the second they fill out that form, and a call they can only book for tomorrow is the call they actually show up to.
Transition
And the second this goes live, your opinion stops mattering, because from that point one thing is making every decision for you.
Talking Point #7
1.Sub-Hook
•Step #7, let your first seven days of numbers make every decision instead of you.
2.Immediately dive into an insane story, a psychological study, a compelling thought experiment, a banger quote from a famous person, etc.
•Ibra reads the week one section of the board and shows how day one is about weak, expensive, unqualified clicks, and any ad producing them gets killed instantly.
3.Reveal a deeper layer, higher stakes, a problem or unanswered question, etc. relating to the framework.
•Ibra explains how getting clicks with no leads a couple of days in is not an ads problem at all, it is the landing page and the VSL, and by day seven you are judging cost per acquisition on the 7 day window and nothing shorter.
4.Tell the viewer EXACTLY how they can use this information in their real life OR EXACTLY why this information is so important for them to know
•Ibra highlights that every single lead gets called inside 5 minutes, because the Harvard study on speed to lead puts the conversion rate four times higher, which is exactly why you hire the setters and train the setters before you ever need them.
Outro
•Ibra CTAs to a related video on the channel.
