From Overwhelmed to Empowered: Simplifying Paid Ads with Lauren

Want to follow along with Lauren on Social Media:

@goldmangrows

https://www.goldmangrows.com/

Summary

In this episode, Christa welcomes Lauren from Goldman Grows, a paid ads leader with extensive experience managing multi-million dollar ad budgets. Lauren shares her insights on how creatives can harness Facebook ads to elevate their business to the next level. Together, Christa and Lauren discuss practical strategies and hint at an exciting collaboration in the works. Tune in to learn from Lauren's expertise and discover how to make paid ads a transformative tool for your business.

Takeaways

1. Simplifying Paid Ads: Lauren shares how paid ads can be straightforward and cost-effective, debunking common myths.
2. Solid Offer Foundation: Ensure your offer is strong and engaging before investing in paid ads to maximize effectiveness.
3. Precision Targeting: Utilize ads manager for precise audience targeting, rather than relying on post boosting.
4. Building an Ecosystem: Integrate ads with organic content to create a cohesive marketing strategy that enhances brand exposure.
5. Long-term Strategy: Approach paid ads as a long-term investment rather than a quick solution for immediate results.
6. Investing in Growth: Embrace the mindset of investing in ads as a pathway to personal and professional development.
7. Exciting Collaboration: Christa and Lauren hint at a future collaboration designed to help creatives and photographers scale their businesses.

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Transcript

Christa (00:00.859)
Okay guys, welcome back. I'm so stinking excited to have a very special friend here. Lauren from Goldman Gros. Welcome, Lauren.

Lauren Goldman (00:09.294)
Hello?

Christa (00:11.077)
And she's actually going to talk to us about something and I, y'all, I've never had a guest talk about this on the podcast before. So you're in for a treat. Lauren is a paid ads leader. She helps business owners and creatives scale their businesses with paid ads. Lauren and I were talking, don't click X, right? Lauren, do you hear a lot? Like I'm overwhelmed. I've tried.

Lauren Goldman (00:27.382)
Listen, Yes, absolutely. And we're gonna dive into why anything you've ever heard or tried about paid ads before, just throw it out the window because it does not have to be so complicated.

Christa (00:40.361)
I love that. And that's why I brought Lauren in. And I wanted to just start with, Lauren, we're gonna cut to it and get a little nitty gritty here. As you know, Lauren, I quickly found out that the more you pay for an agency doesn't mean the more results, right? I think we've all consulted with paid ads agencies and my goodness, can they charge a lot?

Lauren Goldman (00:58.166)
Yes, Chris said that is exactly how one, you and I got started, but also kind of the heart of what I'm doing simply because paid ads do not have to be so expensive. It's actually once you get, it's like riding a bike. Once you get the hang of it, you know, it's not reinventing the wheel. It's really refining and keeping the main thing, the main thing.

Christa (01:03.198)
Mm-hmm.

Lauren Goldman (01:23.288)
So to your point of some of those agency fees, while we love agencies and sometimes it's just not for everybody, this is definitely a space where you too can learn paid ads and kind of pocket that agency fee.

Christa (01:37.277)
love that. And I want to shoot straight Lauren, because I know on podcasts sometimes there's interviews and it's like, well, they're getting a kickback. Lauren and I decided to do this together. And the reason I'm bringing her on is she helps me run ads for both of my businesses, both coaching. And now we're dabbling, doing some fun things on the photo side, which you guys know I've shared before. Like I didn't do to scale. But now that we're seeing the power of paid ads, we're testing a few things out. And so the reason I wanted Lauren to come in is I quickly saw better results from her.

than even agencies that have paid a lot of money for it. And she shows you how you can do this without it being overwhelming. So let's start with this line. Okay, sometimes small business owners creatives, we think paid ads need to be the solution. They are the end all to our problem. Could you share like maybe when that is the case, maybe it truly is an exposure issue versus if there's something else going on.

Lauren Goldman (02:31.342)
Absolutely. So there are a couple of criteria before you even think about running paid ads. One that your offer is solid. You've proven that people are interested in it, that people are engaging with you already. Just simply throwing up paid ads is not going to fix your overall offer. So that's one thing that's important. Also ensuring that essentially your buzzword of funnel is secure, such as like knowing where your ads are going.

So people sometimes will come to me and like, hey, I want to run ads. And I'm like, great, but where are they going to? Is it your Instagram? If you're sending ads to your Instagram to increase your exposure, like you were just saying, that's absolutely like, I do that too. Like I love that. However, it is important that your organic content mirrors or that it's up to date, that it's relevant to what your ads are doing, because you don't want to send someone to your Instagram and it just be like something you posted two months ago, right? You want to be like,

and updated, whether it's on your stories, your bio is updated, because it's really important that when someone lands anywhere from your ads, they are welcomed or they understand what a next step might be. So that's from an exposure point of using ads, but going back to the funnel piece of it, it's so important that if you're sending traffic, you're sending your ads to a website or landing page that you have thought about your website or your landing page, how it-

looks, if there's call to action buttons available, you know, telling a story about who you are. And then also even thinking about the next step of when someone's on the landing page, what are they doing when they leave the landing page?

Christa (04:13.744)
Yeah. Ooh, Lauren, see, you're so spicy with all of this. I love it. And so I remember I was coaching someone who basically was not getting traction. Sales for photography, I teach how to have high level photo sales, weren't quite where she wanted them. And she was still kind of adjusting, readjusting pricing, really trying to work out all these kinks. And she wanted to jump into paid ads. And that was actually a time that I said, I don't think that's the solution to your problem versus Lauren. I just helped.

a couple students in our inner circle, which is our upper level group where we've mapped things out, things are solid, now we want to scale it, map out some very simple ads because they want to be more exposed. One of them has an established offer, established business, moved into a new market and wants more traction there. So as far as I like goes, Lauren, when it comes to photographers, what are some tips and things that you would share for us to look for in the photo space when we're running ads?

Lauren Goldman (05:13.006)
Absolutely, that's so great and that's such a good call out to that you actually recommended someone not run ads yet because that is probably where creators and photographers and all of which will say ads didn't work for me and it's really because like the bigger picture wasn't working or wasn't ready for ads but for photographers who are really looking to get started with ads honestly, it's because what you guys do is so beautiful. I mean it is stunning work that sometimes

Christa (05:25.747)
Yes. Yes. Right.

Lauren Goldman (05:42.508)
Like I do work with photographers and sometimes y'all are your worst critics because the photography really presents who you are as a photographer, right? So you want it to be this super polished. And sometimes it's just again, with that, not reinventing the wheel. If something is performing really well in your organic and it happened to be, you know, like what you would say isn't your best work. So like in the ad space.

Christa (05:46.44)
you

Lauren Goldman (06:09.986)
people really try to get more personal. So sometimes like having that like, I'm not this perfect, like picturesque, you know, behind the lens that works really well in the ad space, having that personality. Also though, you know, even thinking about the type of creative, I always recommend, you know, starting with one, I love seeing still images of like a headshot and people will be like, headshots don't work. Like people only want reals. I'm like,

Christa (06:17.417)
you

Lauren Goldman (06:39.278)
test it. so important to just test these different creatives. So you could also actually have your best image and put some text overlay saying like now available in your specific location or now booking or fall minis or whatever that is. And it then gives the audience a viewpoint of what you actually do produce. So that's one way we can definitely do it like a static and then also having a real if you're creating a real of your

Christa (07:01.491)
I love that.

Lauren Goldman (07:08.642)
for like specific photos and images, I would recommend like just keeping it fast so that way it's really engaging to everyone else. And just honestly, my best advice is to truly think about how you digest content.

Christa (07:10.173)
Mm-hmm.

Christa (07:14.611)
Okay.

Christa (07:23.165)
Yes. Yes. And I tell my students, that's why TikTok is so big now, because it's the dopamine hit of like, we just want it fast and we want to go on. So if you have a beautiful reel with all this music and it's picturesque and you're panning over for five seconds, no one's going to hang with you. So I love that. So keep it fast. Keep it engaging something right off the bat. They need to see what it is and who it's for and where you are right off the bat.

Lauren Goldman (07:41.046)
No one.

Lauren Goldman (07:49.656)
Yep. Exactly. And those are what we like call the hooks, you know, to get people really hooked in for sure.

Christa (07:54.536)
Yeah.

I love that. And then I love what you brought it to. So the way Lauren and I met is through our coach. And I love how she says it, Lauren, of you want your marketing to be an ecosystem. So someone could find you because of your Instagram ad, but not reach out yet, but they're following you. And then you're also doing that organically on your feed and using ads to make the ecosystem work together all around. Like we might even start running ads to our podcast because of the same thing. We have a lot of people come to us from this.

Lauren Goldman (08:14.488)
Yes.

Christa (08:24.413)
We want to find more people through it. So I love that too, Lauren, of how it can all work together.

Lauren Goldman (08:28.778)
yeah. And Krista, you bring a really good point to about sending like new ads to different locations. It's so important to when people like will say I want to try ads, I've done it before, but it can't work for me. Paid ads truly need to be thought of as like a long term game. Paid ads will not I love to say paid ads will not make you a millionaire tomorrow. Otherwise, I wouldn't be doing this right.

Simply because it is that nurturing sequence. It's not like the winning ticket of like my business is going to explode because of paid ads. It can with the right structure, but you have to have those pieces in place.

Christa (09:07.411)
I love that. Okay. And like you said, maybe for the person who's tried ads before and they said, I didn't get any traction. I was just running them to my website. Yeah, I love what you said. If look at where are they going? What is the call to action on that page? Are they having to click five times to get to your contact form? So looking at that, Lauren, let's break this down for the photographer here.

Lauren Goldman (09:24.14)
Exactly.

Christa (09:30.419)
who like if you are doing something that can't scale, running ads is not your answer. So if you're still out there charging three $400 sessions, hoping just to scale that, like there is a better way. Once that's established and you have something that is scalable that you're not gonna be so mad at yourself for missing another evening with your family, ads would be a wonderful thing to implement. So Lauren, what would you say to the person that's like, love this, but even hearing y'all, this is overwhelming to think of.

Lauren Goldman (09:35.544)
to.

Christa (09:57.257)
the graphics to think of the targeting, the messaging, like what is a good step one?

Lauren Goldman (10:02.592)
I totally get that totally. Step one, I'm really big about not reinventing the wheel. Like I don't want you to think, okay, now I have to create content for ads. Now I have to think about who my honestly, you know who your audience is. It's the people that have booked with you already. Think about who that person is. Think about the people who are in your DMS. Think about people that engage with you the most. And then as far as like the content piece, truly you can take.

Christa (10:09.531)
Hmm.

Christa (10:16.744)
Hmm.

Lauren Goldman (10:30.072)
some of your best content from your organic socials and move that into ads. And when I say that, I'm not talking about boosting. We're talking about moving those into ads manager because there is a huge difference there and you will see better results in ads manager.

Christa (10:41.363)
Yes.

Christa (10:49.033)
Okay, do you want to break that down anymore? Because I hear that a lot. I run ads and it's boosting posts. you talk to us like we're five? What would be the difference there?

Lauren Goldman (10:52.566)
I know. Yeah.

Okay, okay, so if you hit boost, now you might get additional exposure, eyeballs, whatever it is. However, let's say your target audience is me, okay? I am your target audience. I have two kids, I would be perfect for a fall mini coming up, literally. And you hit boost, but it gets sent to my grandmother. My grandmother, I'm so sorry, but she's not calling me and saying, Lauren, I just saw this photographer and I think you need a book with her.

Christa (11:01.01)
Yes.

Christa (11:26.515)
Hmm.

Lauren Goldman (11:26.712)
Whereas when you're running through ads manager, you can say, I want to target 30 to 45 year old women. They are entrepreneurs, they have family, they even have children in preschool. You can get so specific and target that audience. So that way your dollars are working. Like you're not wasting money on my grandmother. You're spending money to get in front of me so that I will reach out to you.

Christa (11:41.214)
I love that.

Lauren Goldman (11:52.674)
whether I do it immediately or whether I see your ad for the third time and I'm like, shoot, yeah, I've got to reach out to her to book my minis.

Christa (12:00.027)
love that. So it's you can get your people so specifically right in front of those people who need to come in the door. You can't be as specific just boosting a post.

Lauren Goldman (12:09.258)
No, my grandmother will see it versus me.

Christa (12:12.017)
Now, okay, tell me this, Lauren, because I saw someone shared this, that also when you boost posts, maybe this is a fib, that Instagram will see, she's willing just to click boost and lean into that of like not showing it to as many people unless you hit boost once you start doing that. Do you know if that's true or not?

Lauren Goldman (12:28.15)
that listen meta is there's pretty much anything you've ever heard about metas the algorithm will favor you is like total BS I have a direct relationship with meta because I've even have heard people ask me if I run ads I hear that meta will like take a ding on my organic social so they won't show my organic social as much I'm like that's absolutely false like at the end of the day like yeah it's

Christa (12:37.543)
Okay.

Christa (12:49.321)
Mmm.

Christa (12:54.217)
I'm Tuesdaying.

Lauren Goldman (12:56.406)
I've heard honestly all the wives tales. I'm happy to debunk as much as I can.

Christa (13:00.061)
I'm glad you did. I love that. love that. Okay. Lauren, I want to step in and do some, little bit of just kind of coaching here too, for our listeners on when I say to do it. So Lauren, basically through the years, I did build up a business to multiple six figures without paid ads. So I do think it's possible, but now as I see the industry change, right? It's one of those things like I want to keep up with it to help my students. I am seeing this is a great way. And when you do it correctly, a low cost way to

Lauren Goldman (13:22.862)
Mm-hmm.

Christa (13:28.445)
definitely get in front of more people. And so are there certain types of offers that would be better to run ads to than others? Or would you encourage just having fun with it, testing a lot of things at once? What would your advice be there?

Lauren Goldman (13:46.19)
You're definitely right about the landscape changing. It seems like paid ads is a true has become this like hot topic buzzword So you're absolutely right there. I would say as far as like getting started I would always recommend like truly we need to build up your essentially like your audience so you can definitely run to an offer I would almost even start off with really running traffic to

Christa (14:04.969)
Hmm.

Lauren Goldman (14:13.294)
Your Instagram getting people like you want to become known so it's almost like that brand exposure But by doing that you are also building an audience So that when you're ready to go after an offer you can retarget Everyone who has already been in your circle from that initial prospecting so in the lamest terms

Christa (14:15.165)
Yeah, I like that.

Mm-hmm.

Christa (14:32.157)
I love that. I love that.

Lauren Goldman (14:37.792)
I would really recommend like starting off with something like low hanging fruit to really show you're the expert at what you do. Having that personality, get people to feel like they can trust like and know you right. And then get, mean you could honestly only do that for like two weeks if you want to. That's enough time to really build an ecosystem that people are now in your bubble so that you can get back in front of them with your offer. So it's again like a.

Christa (14:51.881)
Hmm.

Christa (15:04.346)
I love that so much.

Lauren Goldman (15:05.921)
paid ads is really like a strategic like it's all you know, you can do this, this and this to get your end result.

Christa (15:11.965)
Yeah. I love that. And one thing I want to point out about you and the reason I had you come on to talk about this is obviously we have a personal relationship. So Lauren and I both invest in multi-four figures into our personal coaching and development every month because you do see that back. And also just to be in the room with upper level people, Lauren is one of those people that I'm around and I want to be a better person, a better business owner, a better woman, a better mom. She just has that gravity where you're drawn to her.

and she just uplifts the community. And that to me is so important to have in the business world of like not being alone, not being isolated. That's why her and I are working on a collaboration for my upper level group of photographers on how we can both help them get to the next level. But also I wanted to bring Lauren in because she actually has the experience to back this, right? Like Lauren, you've probably seen it. see it too, as far as photography coaching where people are slapping that on their Instagram profile.

Could you share a bit about that, like your experience and what you've seen in the ads world these past years?

Lauren Goldman (16:15.97)
Absolutely. So I come from over a decade of running paid advertisement for huge global brands. I mean like global as in Australia, London, all over the globe. I personally manage ads for Morphe, brushes, Bondi Sands, and Obagi. So really big skincare beauty brands. it was a, yeah, that's actually how I, I mean, it was truly like at the time my dream job.

Christa (16:37.609)
I didn't know that.

Lauren Goldman (16:45.1)
Honestly, it was amazing because also with that level of expertise, you are exposed to huge budgets. I managed entirely like at one time, $200 million in ad spend. So with that amount of spend, I was able to learn a lot. like testing and learning, we didn't, know, the bigger budget, you can just like do a little bit more things. So I was exposed and it's been really great.

Christa (16:45.245)
Yeah, yeah.

Christa (16:57.769)
Holy cow.

Lauren Goldman (17:10.35)
how I've transpired that into small business owners is because we're not wasting money on seeing if this will work. It's like, actually like know like because of your goals, we're going to do this because this will work other than testing a little bit more. So that's kind of where my expertise has come from. And then working with the small business industry. Personally, I know that ads work, but they don't have to be

Christa (17:13.693)
Yes.

Christa (17:27.785)
I like that.

Lauren Goldman (17:38.868)
so expensive at that global level. Like obviously like I not even I could afford that global level. And so it's really that passion of walking alongside you as a small business owner to get in front of your audience that I know that will convert because of who you are and your offer.

Christa (17:41.331)
Right.

Christa (17:54.697)
Yeah, I love that. And one thing that I completely forgot to skip over is, Lauren, I know you and I are both used to really investing into our businesses, into our education. But a lot of us, especially photographers, we get very white knuckled with our money. Part of that is just in the space that I coach in, Lauren, photographers really get used to not making enough and it's become a norm in our industry. And I'm here to help break that and show them there's a better way.

Lauren Goldman (17:58.446)
Mm-hmm.

Christa (18:23.207)
And so it can be really scary to make that investment in yourself, especially like you said, you're not going to see the ROI tomorrow, just like with coaching, right? Like you and I can sit here and coach someone even together with both of us. And I believe the best coaching isn't like results tomorrow so much so I was listening to Jasmine star who one time said, I don't want to butcher this when she really takes on marketing deals. She prefers the ones where they're anticipating the return basically a year from now, because she's like, that's how much that trust factor comes into play.

Lauren Goldman (18:30.207)
Mm-hmm.

Christa (18:52.531)
So what would you say for the photographer like me who might take struggle taking a step to start investing in themselves with a daily spend, even if it's low and they're so worried Lauren, like I'm putting this money out there and then they pull out too soon before they can even get any long-term results. What would you say to them as far as the mindset of investing in yourself with ads?

Lauren Goldman (18:52.558)
Mm-hmm.

Lauren Goldman (19:13.582)
For sure. It's, I often say like it, you have to think about the future you. So let's say you're spending absolutely. let's say even your ad spend, might spend, you know, let's say it's $500 a month. Okay. For one campaign. So for a photographer that might, let's say like that would equal one mini or so, right?

Christa (19:21.223)
I love that.

Christa (19:36.819)
Yeah, so pause on that. And that's what you have to look at is the ROI. I know some people probably just gas like 500 a month, but like you said, if you book one session from it, 100%.

Lauren Goldman (19:40.622)
you

Lauren Goldman (19:47.34)
pays for it. And then imagine if you book two, three, so that is and that's what's possible with paid ads. It's just you have to be okay with taking the steps learning and thinking this investment today is going to make me such a better person tomorrow, a better business owner, a better leader, a better person for my family, knowing that you're also like investing in yourself is I mean, it's priceless.

Christa (19:51.517)
Yeah, your ROI is, yeah.

Christa (20:15.881)
my gosh, I love that so much. Now, I know obviously on this podcast we couldn't break down and here's step one to setting up your ads account to starting your first ad. But guys, can't express enough. Lauren has taken the system and I tell her I am terrified with ads and I've learned a lot of them. Explain it to us like we're five and she has resources where she has done that.

And I know you have a couple different options. Lauren and I are working on a collaboration for our upper level photographers, but outside of that, she has resources. So where can people connect with you and find you? And if you want to share a bit about how you help creatives, please do.

Lauren Goldman (20:53.454)
Sure. Yeah, thank you. One, I am so active on Instagram. I would love to connect on Instagram, so feel free to DM me. know, so it's like that's my creative outlet is, you Instagram. But I also have a coaching program. It's called Ads That Grow. We'll play on words. And it's really a mat, like it's formed to literally grow with you. So you're in there and you have personal support. It's not like a group call where

Christa (21:00.017)
I love your Instagram.

Christa (21:12.627)
Love it.

Lauren Goldman (21:23.138)
you know, you're raising your hand and all that because paid ads move so quickly. This program is designed to move with you. So what that means is like truly focusing on just your strategy and your goals and giving you a personal audit or personal recommendations so that you can apply it. And honestly, I've had people that will join the program and within a day of working together, they have ads live.

Christa (21:48.765)
Wow.

Lauren Goldman (21:49.846)
It's been really, really fun and really rewarding to see the business owners flourishing through this program. So that's probably the best way. Yeah, it's been really fun. And I'm excited too for our collaboration because it's a similar little structure that we can do for your upper level.

Christa (21:58.569)
That's amazing.

Christa (22:04.25)
Yeah.

Christa (22:08.701)
Yeah, it is. here before, guys, we're gonna link all of this in the show notes. Your handle is goldmangrows, right? Perfect. So look her up. I love your Instagram. She's very active on there. So, hey guys, if this was helpful at all and you're like curious to learn more, shoot her a DM, tell her you heard about her from me and just, if you wanna thank her for coming on or if you're just like, I'm just curious, she's not gonna back you into a corner and try to sell to you. But I am saying this Lauren because,

I started ads in the coaching space and I just had so many questions. And I think part of the reason that I set a lot of money on fire with an ads agency that really didn't convert well is just because I needed answers. And it was just hard to find that and to find someone like you who's like, hey, I'll take you by the hand, but you can do it. guys, what Lauren does, what she sells, like for several months, I have

Lauren Goldman (22:57.847)
You can do it.

Christa (23:05.193)
paid that amount to an agency in just one month without having that support that she gives. Like she's incredible. So what Lauren and I are putting together is as I've coached photographers, they get to a point where they have their offer set. We're working on exactly what Lauren said, engaging your community, building up your Instagram, making sure your website is sound. I'm not a coach who says, to grow your photo business, we start with ads because if you do not have a system, if you do not have confidence in your work, your client experience,

There's no point in scaling $200, $300 sessions. But I coach now so many photographers who've grown with me and had so much success onto hitting six figures. Some of them aren't even are starting other businesses because they've grown their photo business so much and they're like, Krista, this was awesome. I want more. And I've helped some of them do that and be very successful. And naturally a progression of that, even some of them that now want to coach, which I've helped them launch successfully, is the next step of being great. Let's do some paid ads and even get more exposure.

And so Lauren and I are working together on how we can implement that to those upper level photographers. You can DM her or me about that, but she is a wealth of knowledge. For sure reach out to her. Lauren, is there anything else you want to add?

Lauren Goldman (24:18.784)
No, that's that's great. And nail on the head there that what you're doing in the your coaching program is truly getting them set up to be ready to scale. That's awesome.

Christa (24:28.893)
Yeah, yeah, yeah, I love that. And again, y'all like Lauren and I, know, being in the room, she has a program. I have a program. And when you're in the room with others working to rise to the next level, incredible things can happen, which again, I'm just so grateful for our relationship sprouting from that. And I do count you as a business bestie. And so for those of you may be looking for your room, like maybe Lauren's is it.

Lauren Goldman (24:53.036)
I know, me too.

Christa (24:58.663)
of like, is the step for me, but I don't want to do it alone.

Lauren Goldman (25:03.294)
The being in the room is very important. Like Krista's touched on, we both invest in a business coach and that is the first place I go to when I have a win, when I have a struggle, when I need help on something and that's how we met because I really think Krista's whole business structure, I'm like, your landing pages are so good. And we went, we just went down and chatted and here we are. So truly like those connections in the room are just, I don't have.

anyone in my real life that it has that business mindset.

Christa (25:33.865)
Right.

Right, I totally get that. And that's why I my photographers to Lauren where I had a girl post like I did, you know, 4K in sales this weekend. I don't really have anyone else to tell that to, but you guys, right? Cause if you tell your friend that you meet for coffee, that her eyes are going to pop out of her head cause it's unheard of, but we're in there like, this is awesome. And sometimes I'm like, and if you want to grow that seal a little further, do this. Like you need that cohort. And I'm grateful for, know, our connection that we invest. again, for those looking for that room who want to scale with ads.

Lauren Goldman (25:55.413)
Yes!

Christa (26:03.379)
please go check out Lauren's page. Again, we'll link it first thing in the show notes for you. But Lauren, thank you so much for taking the time to pour into our listeners.

Lauren Goldman (26:10.062)
Thank you. Absolutely. Anytime, Krista, you are so good at what you do and I'm so happy to be part of your community and your bubble to help with your audience too. It's so fun.

Christa (26:22.023)
Awesome, can't wait for what's next.