What Happened During An Abundant Ads Academy Audit This Week

In this episode of Abundant Funnels, Jayne takes you behind the scenes of a real Ads and Funnel Audit she completed inside Abundant Ads Academy.

This week’s case study focuses on an Academy member who had launched a campaign for a private podcast lead magnet. The lead magnet was strong, the video was engaging, the landing page looked good and the messaging was clear, but the campaign was not getting the results she expected.

As Jayne walked through the audit, two key issues quickly appeared. The first was the campaign objective. The member had selected the Video Views objective because she wanted people to watch the video before opting in, but the real goal of the campaign was lead generation. The second issue was tracking. Her Meta™ Pixel was not firing correctly after registration, which meant the lead data was incomplete and Meta™ was not getting the right signals to optimise effectively.

Jayne explains why these types of setup issues can quietly hold campaigns back, what was changed during the audit, and how the campaign is now producing leads at around $2.83 with results continuing to improve as more data comes in.

In this episode, you’ll learn:

• Why choosing the wrong campaign objective can quietly hurt results
• Why Meta™ only optimises for the action you tell it to
• Why tracking is essential for both decision-making and algorithm performance
• What can happen when your Pixel is not firing correctly
• Why foundations matter just as much as messaging and creative
• How small setup fixes can make a big difference to lead cost
• Why looking at the whole ecosystem matters in an audit

Connect with Jayne:

Instagram: https://www.instagram.com/webonize

Website: https://webonize.com.au/

FREE Resource - The Facebook™ Ads
$3 Lead Formula: https://learn.webonize.com.au/leadformula

Join Abundant Ads Academy: https://courses.webonize.com.au/abundantadsacademy

Transcript

SPEAKER_00 0:01

I'm Jane Day and welcome to Abundant Funnels. I help coaches, course creators, and online experts get high quality leads and consistent sales without relying on guesswork, constant content creation, or $10 leads. In fact, I'm known for getting some of the best cost per lead results for quality buyers in the industry. This show is where we break down the ad strategy, the funnel, and the numbers so you can grow your revenue and buy back your time in a way that's actually sustainable. Let's get started. Hi there and welcome back to the podcast. Today we're going to do something a little bit different, and I had so much fun outlining the details of today's episode that I'm going to make it a regular feature. So after today's episode, I'd love to hear from you if you have enjoyed what I'm going to do today. Every four to six weeks, I'm going to take you behind the scenes of an ads and funnel audit I do for members inside Abundant Ads Academy. When you are a member, you have the opportunity for me to audit your ads and funnels every single month. So I thought that these would make great studies for you, my listeners, as well. So let me introduce the first episode of the funnel audit file. In these episodes, I'm going to take you behind the scenes of a real audit that I recently completed inside Abundant Ads Academy. I'll share the problem, what we discovered, what we changed, and the results we're seeing so far so you can apply the same thing to your own ads and funnels. This week's case study comes from one of our Academia members who reached out for feedback on a campaign that she'd recently launched. Overall, she'd actually done a really good job. She had a great private podcast lead magnet. She'd recorded a really engaging video for her ad. Her landing page was good. Her messaging was clear, but something wasn't quite working. She wasn't getting the results that she had expected. So I went through and I had a look at everything for her step by step. And very quickly I found two things that were holding the campaign back. The first one was the campaign objective. Now this is something I see quite a lot. She'd chosen the video views objective because she wanted people to watch her video before downloading her private podcast, which on the surface actually makes perfect sense. She wanted people to build some trust first. Nothing wrong with that thinking at all. But here's the problem: the goal ultimate goal of the campaign wasn't actually video views. The goal was leads. She wanted people to join her email list by registering for the private podcast. And Facebook only knows what we ask it to optimize for. If we tell Meta, go and find me people who watch videos, that's exactly what it will try to do. It will go out and find people who are really good at watching videos. Some of those people might become leads, but many of them won't, because that's not what Meta has been asked to optimize for. Instead, if we tell Meta, go and find me people who are likely to become leads, then the algorithm starts looking for a completely different type of person. People who regularly opt in, people who are comfortable exchanging their email address for something valuable. It is a subtle difference, but it's a really important one. And I think this is something worth remembering whenever you're creating a campaign. Always ask yourself, what action do I actually want someone to take? Because that's almost always the objective you should be choosing. If your goal is registrations, choose leads. If your goal is purchases, choose sales. If your goal is applications, optimize for those applications. Don't optimize for one thing while secretly hoping something else happens. You want Meta working with you, not guessing what you're trying to achieve. The second issue we found was around tracking. Now this one was even more important. When we looked at her funnel, her MetaPixel wasn't firing correctly after someone registered for the private podcast. Which meant we couldn't accurately see how many leads were actually coming from the ads. And if you remember, if you listen to episode 30, you'll remember what I said. Don't guess, look at the data. So if your tracking isn't working properly, you don't actually have that reliable data to work with. So making decisions on what to optimize and what to change becomes very difficult. Not only does tracking help you understand what's working, it also helps Meta learn. Every time someone successfully completes the lead event, Meta gets another signal, another piece of information that helps it understand the type of people most likely to convert. So if those signals aren't firing, you're slowing down the algorithm's ability to optimize. It's a little bit like trying to coach someone with half of the instructions missing. They're doing their best, but they're missing important information. So during our audit, we fix both of those issues. We changed the campaign over to the lead objective and we fix the pixel and the tracking on her website. And then we relaunched the campaign. At the time of recording this episode, the campaign is already producing leads at around $2.83 each. It's only been live again for three or four days. And the really encouraging thing is the cost per lead has continued to come down as Meta gathers more data and we continue making small optimizations. Now, does that mean every campaign will instantly produce leads at $2.83 each? No, of course not. Every business is different, every audience is different, every offer is different. But what this story does show is how important the foundations are. Sometimes it isn't your messaging, your landing page, or your offer. Sometimes it's simply asking Meta to optimize for the wrong thing. Or not giving it the tracking information it needs to do its job properly. And these are the types of things that are very easy to miss when you're trying to figure everything out on your own. They're not exciting, they're not glamorous, but they make a massive difference. One of the things I love most about the audits we do inside Abundant Ads Academy is that we don't just look at one piece of the puzzle, we look at the whole ecosystem, the campaign, the objective, the tracking, the landing page, the messaging, the follow-up emails. Because all of those things work together. Ads don't exist or work in isolation. They're just one part of your whole marketing ecosystem. So if you're currently running ads and they're not producing the results you're hoping for, before you change your offer or rewrite your copy or start your funnel over again, go back and check your foundations. Ask yourself: Am I using the right campaign objective? Is my tracking working properly? Is Meta actually receiving the signals I want it to optimize for? Because sometimes those smallest adjustments can create the biggest improvements. Thanks so much for listening in today. I hope this little behind the scenes look inside an Academy audit has been really helpful for you. If you'd like someone looking over your campaigns with you, that's exactly what we do inside the Academy. You'll find the details in the show notes or send me a DM over on Instagram with the word Academy, and I'd be happy to point you in the right direction. Thanks again for listening in, and I'll chat with you again next week.