Imagine in less than three months scaling your Facebook ads from zero up to $500,000 in sales.
I can tell you a hundred percent. It is definitely possible. And in today’s video, I’m going to show you exactly how we did this.
Whether you’re a seasoned advertiser, you’re a small business owner, We are just starting out.
The tips and tricks that we’re going to share today will help you skyrocket your sales.
Over the period of September to November, we brought in $500,000 worth of sales with about a 300% return. Now I think we could have done better, but the whole point of that was that. We were scaling really fast and what I would normally recommend when you’re growing an account is testing. Finding a really good formula for your account where you’re, you’ve got the best ads, the best audience, and you’re getting a good return. And then scaling that up by about 20 to 30%, every couple of days, that would be a very aggressive way to scale.
Below is the full video where Kyle walks us through exactly how we did this:
For this account, we had a very short timeline and we had a lot of products to move. This client’s brief was that they needed to move all of their product in 2022. So they wanted to move as much product as we could. And we were up for the challenge.
So the way that we did this is we went through a testing process. Generally, I like to test as a four week process. What we’ll do is we’ll test audiences first. So we’ll pick a whole bunch of different audiences. It might be a lookalike audience. It might be a interest-based audience, or it might be a broad audience and you can even try to test different geographical locations for this client. For example, we were selling in the Australian and the us market, and we found that the US market actually responded way better. And we were able to scale a lot faster in the us. However, Australia still did really well. So we were pushing it there because it was where I’m based. It’s where the client was based and we wanted to push it in Australia as well.
So we went through a process of building up all the content and putting together our ideas of what we wanted to do. And generally we present this to a client. So we’ll come back with a presentation. We’ll say, here are the audiences. Here are some of the ads that we want to build as concepts. Here are the advertising styles, social proofing, so customer reviews, or, influencers, people who are actually using the product.
Or it’s in emotive sell. So you’re trying to show that this is something that’s good for your family. It’s good for you. And, You really want to tap into the why that people would buy this product, or you can go for that product focused USP. So what are the unique selling points of this product? And let’s highlight It could be that this is the most cost effective product. It has the best performance it’s Australian made and owned.
Those would be all examples of some unique selling points.
We generally will build up our content plan and our campaign pitch deck, and go through that with the clients, discuss what our strategy is.
Then over the next 30 days, we want to be initiating Phase one tests, We always run audiences. So pick a few different audiences. Is this woman age 25 to 35, interested in fitness? Is it a lookalike audience based off your previous customer list? Try to build a few different audiences that you can use in that split test.
And in that split test, you’ll find an audience that works.
People ask me, like how much time should you give a split test?
I like to look at split tests where you’re trying to get a minimum of A thousand people reached in each audience this way. If you’re getting a healthy click through, rate, you should be able to see some conversions coming through and start looking at the numbers to make a decision, the more data the better, but you don’t want to be running tests forever. So you do want to let it run.
If you’re setting up a split test, Facebook will often tell you how much data it needs in order to run that split test.
So let’s say we are split testing these three different audiences, and we’ll go through this in a second of what these are, but you can hit the AB test button. And what it will do is it will say, are you sure you want to test these?
Yes. I want to test those.
And then you can determine what the winner is. And you can see here that you pick the metric that you want to use. And normally I will test, if I say this is audience test and I’ll put in the date.
That would be an audience test. And oftentimes I’ll actually go a little bit further. I might put in top of funnel, I’ll put in the location as well. If it’s us based and I might even put in 25 to 35 female.
Type of deal, just so that I know this split test, what I’m testing, what am I running? And what. Who am I trying to target?
So you could do cost per result So you can do a lot of different things, could be cost per click could be cost per result. So if you’re optimizing for sales, your cost per result would be sales or add to carts. But you can see here that there’s also cost per purchase. So the first step that you want to do when you’re launching Facebook ads is pick a few different audiences that you think would be good for your brand.
Good for your product or service. And split test those with, a generic ad. So something that sums up the product. You can look through your organic posts on Facebook and Instagram to see what has gotten a lot of engagement. What has already driven good traffic. If you’ve run ads before, look through your previous ads the last 12 months, and look at what has been the top performing and as well, a great idea would be to look at your competitors what are the ads that they’re running and an easy way to do this is you can go to Facebook ads library and what you can do is you can actually search any competitor or any brand and see what ads they’re running. So we can see here that if I put in that we want to be looking at, let’s say, let’s try Coca-Cola let’s see if they’re running any So let’s go Coca-Cola United States.
Here you go.
So, what we can see is that Coca-Cola are advertising black lives matter. And they seem to be having that across the board. So they’re talking about building a better future.
And they’re running that. So it looks like they’re actually advertising a lot of social issues. Which Coca-Cola does want to be affiliated with a, a progressive brand that supports all diversity and different viewpoints, which is very. Interesting for a sugary soda that gives you diabetes. But, I’ll take my personal opinion out of this.
You can see that their ads they’re running are for black lives matter. And for it looks like For pride month. Yeah. So I wouldn’t have guessed that those are the types of ads that they’re running, which is why it’s good to do your homework. So before you even run any ads, think about which audiences you want to target, create a list of those. What are they interested in?
What ages are they and gender, where are they located? And do you have any data that you can use to create lookalikes?
So, what we did for this client in particular was we listed down a whole bunch of audiences and we looked at all of their competitors ads and got some inspiration for what they did.
Now. We talked to the client about creative as well, and we found some great reels that they had run that were getting some really good And we took those ads and we started putting them together so that we could try running those. In the account and you can see that some of these were performing phenomenally well, we’re getting $9 for every dollar we’re spending or $4 90 for every dollar we’re spending. So a really good result and a very low cost per purchase.
So we can see that there were some really good ads in here that were working very well.
And we ran these for a period of time to figure out what was the So when you’re starting with a Facebook ads account, you really want to have a good view of your competitors. What ads they’re running a good idea of which audiences that you’re wanting to target so that you can split test those first. And then it gives you a bit more time to test some different creatives.
So find one, ad one, post something that you can run for split test for audiences to see what works best.
What you’re looking for is any metrics across the board.
I showed you with a split test that you can do cost per result. But I would also recommend looking at cost per click, looking at click through rates, looking at anything that could be a clear indication that audience is responding I like to look at things like cost per click.
The click through rate. So what’s the percentage of this audience that’s actually clicking through to your website. Looking at any shopping metrics on your website. So landing page views, add to carts or purchases. And then looking at the ROI or what we call ROAS the return on ad spent.
For every dollar you spend on ads, how many dollars are you making in sales and for e-commerce or any brand that does Online sales. This is a really good metric to look at. It’s not the be all and end all, but if you’re above their profit margin, you know, you’re making them money, then you have basically found a way to print money. You put more money in and hopefully you can start scaling things up.
So, this is how we would run a split test. We’d go through and we’d pick a few different audiences like you can see here. So we had parents based in the us, and we had a lookalike audience based on previous customers in the us. so those are two audiences. And this campaign we had already tested audiences. I’ll talk exactly how we did that. In a second.
Might be able to see here that there’s a few different abbreviations, tof, mo, and bff. Now, what does this mean?
I actually covered this off in a previous video where I talked all about lead generation and your marketing funnel. But to summarize this top of funnel is your target market, but it’s people who have never visited your website.
They’ve never seen one of your posts on social media.
And they should be completely cold to your brand. So they might be interested in what you do, but they’ve never heard of your business. They’ve never seen any of your posts online and they’ve definitely never been to your So this is a top of funnel approach. You’re trying to get people and see which audience reacts best to your content, which audience is actually gonna click through to your website based off this ad, or watch your video or engage in some way comment, share any of those types of engagement metrics.
Middle of funnel can be quite a broad segment as well. But these are people who have engaged with your brand in So for us, what we did is we set up top of funnel where we’re targeting parents in general we targeted lookalike audiences. We targeted a few interest-based audiences as well. In the middle of funnel, what we did is we said anybody who watches our videos, anybody who’s engaged with our Instagram or Facebook, or we uploaded a list as well from previous years, anyone who’s on our email list or has purchased.
The previous We wanna retarget them cause we have a product that we can sell every year. So we wanted to basically get in front of those. So those middle of funnel audiences are more warm audiences. These are people who really did show that they’re interested in our brand because they’ve engaged with our content or they’ve signed up to a newsletter or they’ve even purchased a product previously.
And we’re trying to now get them back to purchase. So top of funnel might be more video focused. It might be more social proofing focused where middle of funnel is definitely sales. We’re Trying to get people to take action and engage. With the brand and go through to the website. So top of funnel.
We generally recommend 80% of our budget, middle of funnel might be 10%, 15%. And then the last one is your bottom of Bottom of funnel is anyone who’s gone to your website, viewed a product added, or even added that product to their shopping cart, but didn’t complete the purchase. And these are the people who are. You wanna make sure you’re getting your ads in front of them. So you’ve probably seen this yourself.
Going to a website, looking at a product you have to go to work, whatever it is next time you’re having a, morning break. You open Instagram and there’s that product that you were looking at just Before those are your bottom of funnel retargeting ads, and they are generally your highest performers. However, for this account, we found that The campaigns that performed the best were top of funnel ads.
So, what this means is that people didn’t need to go through to the website and take time they went through the website and often bought straightaway, which was quite cool.
It just means that we had the right fit, the right audience and the right ads. So that’s the approach that we like to set up for most of our clients, because you wanna have different audiences in each of those. You wanna have different types of approaches, different ads, different creatives.
I find, for example, video reels, they work really good at top of funnel. Whereas bottom of funnel, you’re probably gonna have car. collections and customer reviews. You might even put in discounts there and coupon codes to try to get people to come back and buy. So anything else, can work really Now once you’ve gotten some audiences and you’ve tested, I’d say the next thing that you want to do is be looking at what type of ads are actually gonna work.
So we would normally run an audience split test for as long as necessary to get enough data for Facebook to pick a winner. And you can even end your split tests early. If Facebook does pick a winner. So I try to, So I try to run these split tests for about a week, seven days depending on your budget. If you’re $50 a day or more, seven days should be more than enough If you’re below $50 a day, you might need to stretch that out a little bit because Facebook does need time to learn and understand what is actually working best. So once you’ve initiated your test, you’re looking at what are getting the most optimal results and what is actually working. And you’re looking at click through rates. You’re looking at cost per click. You’re looking at shopping events. You’re looking at purchases, you’re looking at ROAS. And you’re looking at all these metrics to go, Audience B out of ABC, it’s working really well. We’ve gotten a whole bunch of purchases. We’re seeing a really high click-through rate. We’re seeing a low cost per conversion.
Everything’s looking really good with this audience. Great. So that would be the audience that you keep running. You end the split test and this is what we did with this one is basically we had a whole bunch of test accounts or campaigns that are in here. And we basically ran that to.
To see. Which audience worked best. And once we found a winner, we let that one get all of the budget. So that one would be the one that we left running. And we then used that to then test the next round. Of tests. And what I like to test then is. Looking at content. So the second thing would be trying different things that grab people’s a. People are scrolling really fast through Instagram and Facebook. So it’s really important that once you’ve found an audience that’s responding try different types of content. That’s gonna break their attention, capture their attention and stop them from scrolling.
So I like to test different videos, different images, and if you have gifts or anything else, that’s moving. I definitely love testing that too. So this is where your creative testing Again, you can try the same text in your ads. But what you’re trying to do now is split test different images and creative approaches.
So just like with the audience split test, you can go through, into your ad sets and you can start putting in different types of ads that you might wanna split test. So let’s say you had one, two and three, and these are all different types of ads. We should be able to split test these, and you should be able to run those and see what’s actually working sometimes with Facebook.
What you need to do is you need to AB test and then select it in here. And what it will do is it will actually create a split of Of that ad set of that audience. So rather than splitting it in the same.
With Facebook, when you’re testing creatives, what you need to do is select the creative that you want to test, click get started, and then you can make a copy of this ad or pick another existing ad. You can go through and select a bunch of different ones in here and then just choose which ones you want to use. It’s a very good idea to go through and have a look through the ads that you might already have, or you can use posts that you might have posted already or you can create new ads as well.
So whichever way you do it, you can add those in here and you can have multiple ad sets so that you’re testing different ads through this AB testing. So once you’ve gotten three or four, let’s say different ads that you’d like to split test. You can run that split test. And again, seven days would be more than enough time. You can end that early if things are going and you should see an ad that’s working quite well. So all of these were performing very well.
You can see that. Overall for this we were still getting a 3.5 ROS for this adset, And this is probably the biggest one that we scaled up with $211,000 worth of sales. There’s some that performed better and some that performed lower. Now, Facebook will automatically allocate ad budget. Based on what it thinks is performing best. And it can be frustrating cuz you can see that there’s ads here that only had three purchases rather than this one that had 1700 and you’re wondering would this one have worked better? Would this one have worked better? Why can’t I allocate that budget a bit more effectively?
And that’s why split testing is really important Facebook will allocate that budget evenly if you allocate that using split testing. But if you’re not and you add in ads and are just looking at which one’s performing best, you’ll see things like this emerge, where you can see ads that are not getting any budget.
And the only way really to allocate that budget is to switch off your top performers, which can be a really anxiety, inducing experience. And I don’t recommend it. So that’s o oftentimes something that we try to avoid.
So once we’ve split test different content, the last thing We want to do is pick the winners from there and then create different text and headline ads. So we’re trying catch, phrases we’re trying different usps, It might be using five star emojis at the very top to say, customer review, five stars.
It might be using a coupon code, it might be talking about, some of the benefits of the product. It might be something that’s funny, humorous, that’s gonna stop people and get them to read. So you’re trying different variations of that.
So going back to the kind of test launch and testing in September, we were going through this process.
for this client To to figure. Okay. So what is the content we wanna build The audiences, the different creative assets. And then we were Writing different ads and we were trying different things. there. We then initiated a test and for seven days, we ran an audience test Then we ran a creative test after that using the winners of the, audience test. and we found that reels were working really well. in the second, creative test. and then the last thing we were trying to test was different things, like different headers and different text. Now, once we got to that stage, we’re optimizing, we’re trying to see are there different ads. different audiences that are delivering best.
We’re picking the winners and we’re starting to phase out Low perform. So we had run this for about two weeks and we were finding some good results. However, We are only spending a couple hundred bucks a day and to get to half a million dollars in sales, you’re gonna have to go pretty quickly You’re gonna have to grow.
So the way that we do that is we generally take 90 days. That’s more of a comfortable timeline for, us. We’ll put in 90 day strategy and say, here’s how we can grow, You’ve said you wanted to hit 250,000 in sales here’s How much we’d have to spend on ads based off the returns we’re getting after testing.
And this is gonna take us eight weeks because we’re gonna have to grow your budget by 30. per week And it’s gonna go. Boo exponentially up. But for this client, we wanted to grow super fast. and the client was like, look, I don’t have 90 days, I have probably four weeks, six weeks tops to really push this, and I want to try to sell every single product.
So I took On this project, as a bit of a look. I can’t guarantee that we’re gonna hit that but we’ll definitely do our best and I’m really proud to say that we did do that. And The way that we did that was once we had tested rather than going and trying to grow from, there, I did something. really crazy. And this is something that I think, can work and it can work really well. And in this case. It worked great.
What you do is you find those winners from your and instead of trying to scale up the budget by 30% every couple of days, which would be, pretty aggressive, what you can do is you can go straight into duplicating your ad set like you can see here.
And going crazy on the budget. What I did is I, started throwing up the budget here, by about 10 times higher. So I went From, let’s say a hundred dollars a To a thousand Dollars a day overnight. And this is something that caused a lot of anxiety and sleepless nights. Cause I was Checking those ads. every minute just to make sure that things were still going. But by doing that, we were able to scale them massively.
scale this account. So we went from a couple hundred dollars a day in ad spent to about two grand overnight, and we were checking this constantly So 24. hours in, I was checking we were starting to get sales and what I was saying is, as long as we’re 250% return, on every dollar we’re spending, then we’re good. because Facebook has a seven day window for attribution. So as long as we’re getting that on day one, we’re seeing sales come in we know that number’s gonna go. up, we know that this is gonna be better after a week generally speaking. And so if we’re hitting that, then we know we’re good. If not, what We’re gonna do is we’re gonna decrease the budget by 30, because that way.
it’s still making Sure that it’s getting out of the, learning mode, which generally. can take a bit of time and we’re gonna see if that gets the returns coming up.
So we did This the first time and watched it. Very close. So we went from $200 to two grand overnight Lucky for us things went.
really well, After a week, we had seen a really good. return which was great, And I was saying to the client, we can still scale this traditionally with 30% every couple of days, So let’s do, both. let’s grow as fast as we can but at the same time, let’s pour nitrous into the tank and just gut it as hard as we can by. every week, let’s look at this and let’s double or duplicate, an ad set and give it a 10 X budget or, a five times budget or a four times. budget even. And that’s what we did. so from September we got through testing, in October. we went from like zero to hero really fast.
We saw things go bananas during this time.
So you can see here that this campaign wasn’t even running in October.
And we are doing our testing throughout here So if we look at this campaign. Again we just went full on tilt into this only.
the October month cuz September was very much our testing month, So you can see here that we were running some tests, we were getting, this out there, and as soon as we found something that was, working we found our audiences, we found our content.
What we did is we swapped it to sales focus, sale focus only, and we poured nitrous right into the tank. So you can see that basically from October, we were in of testing mode a little bit. and then wham, we just went up and up and up and we scaled this up massively. Now the amount that we spent also scaled. So we went from a very low budget and you can see here. We went from a hundred.
dollars up to about $750 in a couple of. From there, we pushed it up again over a week so that you can see these 30% increase, 30% increase 30% increase, and we got up to 1500. Now we got, to a point where I said to the client, look, we’ve got about Four weeks left and I know that you have some really ambitious goals that you want to hit here. what I recommend is doubling again, let’s go really big here and let’s see if we can get that up to another grand. per day. So We went up to two and a half thousand dollars per day On the 31st of October and then a couple of days later 30% increase So we were up to $3,000 per day on this one campaign.
And You can see that the cutoff for them. was around The 14th, I think it was actually like the 16th or 17th of November So we just started going, all the way down cuz from here we actually sold out of products. and that was such a great day. It was an amazing experience to be able to help. with that. So that was the scaling strategy, was pushing this, and just growing it as fast as we could. Looking at this other account, It was the same deal. So you can See here that we’re spending on our testing $50 a.
And in order to grow this, we went from seven $70 a day to $750 a day Overnight.
Now you can see that we pulled back a little bit by 30% because We might not have seen that ROAS that we needed to So we needed at least 2.5 ROAS to be comfortable with continuing that really high budget. And we left it for a few days even pulling back a little bit And then we saw ROAS start to pick up.
We started seeing working really. well, and That’s where we went, up 30%. Left it for a couple of days up, another 30%, left it for a couple of days up, another 30%.
and then This is where we are kind of going, okay, How can we grow? this further? Do we wanna push us up really aggressively? No, we’re gonna keep doing 30%, 30% 30. So we kept pushing that as much as we could but you can see that initial jump, that would’ve taken From $70, to $750. If We were doing 30% every week that would’ve taken us at least four weeks to get there. At least, I would say probably. more. And so that would take a long time But by pushing it up aggressively like this, We would pour nitrous nitrus in the tank. and Boom. We were able to really push this and grow fast.
So this is a tactic that once you’ve tested and you need to grow? fast, If you’re wanting to go. and you really want to grow, the.
ability is there to do it and to still make really good money as long as you’re checking every day. What is my return on ad spend? Is it above my profit threshold? What I need to be making a profit? Then You should, be in a position where you can start growing this. But you want to keep a very close eye on how those results are tracking.
Because if you do see things drop you’re spending a lot of money, and it’s a really detrimental thing. If you leave it for a week not checking in on things, and you realize that you spent 15, grand and made no sales that a horrific experience.
So that my friends essentially, it concludes today’s video. I hope that was informative and explained to you how you can grow your account really fast using Facebook ads, provided that you’re testing, you’re looking at those numbers and you’re constantly improving once you’ve found something that’s working really well for your business in terms of a high performance That’s when you can start going crazy by duplicating ad sets and doing a 10 x budget on that ad set so that you can then start growing that up. That does it for today. Thank you so much for watching.
I really hope you got a lot out of this episode and learn exactly how you can scale Facebook ads up to half a million dollars as well. If you did this video, please make sure that you leave a comment. If you did want more information about how to structure a marketing funnel, check out this other video, because this covers off everything in depth from sales and marketing and how to set up a good funnel. Please make sure that you subscribe on YouTube and if you did want to have a chat about your business and your Facebook ads, please feel free to book in a free consultation with myself.
I can go through your account with you on a video call and show you all the ways that you could potentially save money and increase your revenue as well. So until the next episode, take care of guys and I’m looking forward to chatting with you soon.