Ep 90 - Advertising & Not Getting Leads?

Tried running ads but not getting leads?

In this episode, I break down the single biggest mistake I’ve seen across DIY ad campaigns — and how a simple switch in your campaign setup can change everything.

We cover:

• The #1 Facebook Ads mistake most business owners make
• How Meta delivers results based on your chosen objective
• Why "traffic" campaigns get clicks but no conversions
• The right way to optimise for leads, not likes
• How to improve local lead quality with better ad copy
• Tips for targeting when using Advantage+ audiences

If you’re winging it with ads, you’re probably wasting money and not even realising where it’s going wrong.

This episode will show you how to fix that fast.

🎓 Watch the free Lead Generation training at https://contentonly.au/

📩 Got questions about your campaign? Drop them in the comments — I’ll send back a personalised suggestion.

🎧 Subscribe for more on lead gen, content systems, and client attraction every week.

Transcript

The more you can write ads that are going to appeal to the target client, the better the lead quality generally is. So if you are new to advertising and you're running DOI campaigns, invest some time on Facebook and watching videos and learn how to do it properly because winging it and doing guesswork is probably going to teach you very slowly and you'll make mistakes and sometimes you won't even know the mistakes. In the space of a fortnight, I sat down with three separate business owners all in different industries that had done DIYI ad campaigns, and each one of them was having the exact same experience, lots of clicks, no leads, and I instantly knew what the likely problem was with each one of them. And sure enough, when we jumped in the Ads Manager, what I saw was in each case they had set up the ad objective of traffic. 

Now, if you've never advertised on Facebook before, one of the biggest mistakes that people make is they choose the wrong objective. Facebook meta is really, really good at delivering the objective that you want with the campaign. So if you want traffic, it's going to show the ad to people that are likely to click through on the advertisement but not necessarily convert into leads. So they'll put your ad in different placements where they get tonnes of clicks and you get a low cost per click that'll show up in your ad results, but you may have zero to only a very few number of leads to show for it. The pivot that makes all the difference if you're running your own advertising campaigns to generate sales or leads is making sure that you tell meta exactly what you want. So you'll have the option when you set up a campaign for awareness, traffic engagement leads at promotional or sales. 

If you're trying to sell a product on your website directly by adding to cart, then you want to choose that sales objective. When you set up your campaign, if you're wanting to get leads, you might be a service based business, you want consultations, whatever the offer is, then you need to choose the lead's objective. And then if you're sending people off meta to a website where they opt in and give their details to become a lead, you need to have the pixel tracking set up. So meta can determine if someone has become a lead and then learn and show it to more people that are likely to go ahead and complete those forms and become leads for your business. It wants you to win because then you come back and advertise and spend more money. So it'll go after the objective that you tell it to go deliver on. 

And it's getting better and better at doing that because it's very intuitive and it generally knows its users really, really well. And with the AI technology, it's doing a lot of the capabilities for advertisers now, including writing ad variations, creating different imagery and so forth. So you can get a lot of help if you're new to advertising and you're not confident doing it yourself. And also with Advantage Plus audiences, you don't really need to refine the targeting. You can just let Meta go and work it out, but if you give it the wrong objective, you'll get the wrong result that you're after. If you're getting leads directly on the meta platform itself, people are filling out lead forms or they're messaging your business page, it's very easy for meta to track and be able to build an audience and generate more people that are likely to take that action and become a lead. 

Again, if you're sending them off the platform to your website, make sure you give your developer the instructions to instal the pixel or watch a YouTube video. It's not too tricky to do that. So meta can track what's happening off their site on your website and who's becoming a lead. Now, I haven't podcasted for a few weeks. I've been solo parenting. Paul has been overseas in Europe, having a great time in the summer over there, having just completed her breast cancer treatment, almost like a celebratory trip, catching up with some friends over there. And we've done the three events that have produced a lot of demand for content only. So there's been a lot of application calls taking place, a lot of onboarding, a lot of people coming into our new office space to do their 30 days in 30 minutes content extraction systems. And if you want to see a digital version of some of the things that we cover at these events, just go to content only au. 

We've got a free training that's sitting right there. Now when it comes to advertising, the next thing that's really important is optimising your ads to attract the right type of clientele. The more you can write ads that are going to appeal to the target client, the better the lead quality generally is. So if you need local 

leads, using the local area in the advertising can be a really, really important step. If you find you are running ads and you're getting leads that are out of your service area, try putting the location that you want the leads in your headline. So for example, if I was getting leads that were an hour away and I wanted them to be around Albert, then I might actually start putting Monte Albert business owners as an example, Monte Albert and surrounding business owners into the title of my ag copy to try and attract more targeted leads and help meta and then put more qualifying information in the ad copy what we write into the ad itself to help meta show it to the right people. 

And then when we are setting up the advertising audience, we can give it some suggestions. We can still use an Advantage Plus audience, but we can put in the age range, bump that up to people that are more established. If we're going after say, business owners, we can suggest small business owners, people that are into entrepreneurship and things of that nature to help give meta some idea of who we're going after. So if you are new to advertising and you're running DOI campaigns, invest some time on Facebook and watching videos and learn how to do it properly because winging it and doing guesswork is probably going to teach you very slowly and you'll make mistakes. And sometimes you won't even know the mistakes you've made. Like the example with my three business owners that came in and sat down next to me, they just set up the wrong objective, which is the first thing that you do in a campaign. 

So spend some time learning in the trenches if you're going down the path of generating your own leads. There's some really good channels out there with experts that just specialise in Facebook. And like I said, I do have a training on content only AU that gives you a run through of setting up ads and different structures and a few ways we go about doing that. If you have any questions about running Facebook campaigns to generate sales or leads for your business, put them in the comments below. I'll come back and try and give you some personalised advice that might help you get better results in that area. If you've enjoyed this episode and you're not subscribed, make sure you hit that follow button. And if you leave a five star review, it helps other people discover the show.