Welcome to Let's run Facebook ads with me, Nick Boddington. This podcast is your go to for mastering Facebook ads. But as you know, success doesn't stop at the ad itself. We'll dive into everything from funnels and e-commerce to email marketing, lead generation and more. If you're ready to take your skills to the next level, check out my new school platform@school.com. The Ads clinic. Inside you'll find how to videos and live dropping clinicals where you can ask your Facebook questions and get the answers you need to grow your business. And lastly, if you enjoy the podcast, it would mean the world to me if you would subscribe to the channel. It's the best way to help the podcast grow and keep bringing you valuable content every week. Let's get on with the podcast. Starting to run your own Facebook ads can be one of the scariest things in advertising because you have amount of budget put aside. You don't really know what you're doing, you basically completely paranoid and scared that you're gonna waste all your money with no results. I completely get it, and people in my community also get it because we get These sort of questions come through all of the time. Like Will here. Who said how do you overcome the fear of running ads and potentially not seeing results, especially when it means spending money and risking losses completely? Get it will. And there are plenty of people in our community and you out there are thinking the same thing. But where does this question come from? Well, this is a question come from Facebook Ads clinic community that I have with over 4000 people who are in here as members and get to ask questions at any point during their journey on Facebook ads, myself and my colleagues are here to answer all these questions. Not only that, if you go into the classroom here, after you've watched out here and got an understanding of how we work, you can jump straight into a masterclass which talks about all the best ways to set up Facebook ads for 2026 post Andromeda. Once there and that's done, you can go into testing and continued success, lead generation and e-commerce. It's all there. All for free. Jump in now. Click the link below and we welcome you in. let's get back into the video. So in this video I want to look at four things that I need you to pay attention to when starting to run Facebook ads, these things are going to happen to you no matter what. And rather than panicking and trying to figure out from other YouTube videos how you fix this, I'm going to explain what you're going to see and why you should relax when seeing this. So let's jump into it right now. Hey, while I've got you, I just wanted to ask. Would you like me to go into your ads manager and actually see what's working? Because I bet your ads aren't broken and I bet we can fix something. There's a reason our top clients stop guessing and start scaling. So if you've got campaigns that are burning cash, or you're having trouble barely even breaking even on them, let's have a look and let's see what we can fix. 100% no fluff, no sales pitch, just a pro-level ad review. So book your 30 minute free Facebook ad review session and walk away with some instant wins. Go to the Ads Clinic icon and book your call today. Do it now before you forget, but make sure you come back to listen to the rest of the podcast. Enjoy! So the first thing that you're going to come across is inconsistent results. You're going to press publish on the ads. going to be really excited and be waiting for that lead to come in and that sale to come in. And when it does, you'll be ecstatic and you will get another one and another one. And you think this is the best thing ever. And then it might start dropping be ready and consistent and you're going to start going, why is this happening? Why do I get these results? And everything's coming in? It's brilliant. think I've saved the day. my new feature of Facebook advertising and then it drops. let's have a look at this. you might get the results right away. And the results you do get fluctuate. completely normal. Matter is still learning who to show your ads to and where your audience is. what it's going to do first is find something that we call low hanging fruit. if we just draw a nice diagram here. So let's draw a tree. Okay. So on this tree I'm going to do branches or do it like that. Okay. So on this tree we're going to have two things. We can have lots of apples nice green apples here okay. we're going to say that these green apples are potential customers, ideal prospects. We've also got nice red apples. Our low hanging fruit here at the bottom okay. Nice and ripe, easy to reach rosy our ad which we are now going to put in blue. Our ad has just been published and it is going to come in here and it is going to start learning and eating this low hanging fruit. And you're going to start seeing one, two, three, four, five sales or leads coming through over those few days. And you're going to be happy. You're then going to come in a few days later after it's had that learning phase. Let's say we come in five days later and you've suddenly seen that your ad has just done this. It might still be getting the odd lead here and there, but it's nowhere near as vibrant as it was up here. Now, why is that? Well, meta is trying to learn. the first thing it's going to do is find people who are as similar to your ideal prospect as possible. Now, those people might be people who've already been to your website. They might be already watching your content on Instagram, on Facebook. And they'll also be watching other things that you're doing on the internet which is similar to what that consumer's doing and what you're selling them. So those are the low hanging fruit. What we're trying to establish is getting these green apples up here, but they're not quite right yet. So what we want to do in this exercise is when we set up our campaign, gonna set it one campaign, one set and 3 to 5 ads, depending on how much spend you got. I want to work of 20 to 25 a day budget. Okay. Now, what's going to happen here is you're going to have these ads. Are going to start learning who your audience is and start looking at the fruit. That's not quite right. But it's going to make the fruit run. But it's not going to happen all the time. A successful ad is about having consistency right away through these, rather than relying on the red apples, which is low hanging fruit. If you can get your creative to really call out your ideal customer so that these green apples become red right apples quicker, you are going to have a consistent ad campaign that is going to work. in conclusion, when you start an ad, it's going to find low hanging fruit. idea is to work on your creative so well and have diversity, whether that's a different format like static or video or carousel, or if you're using all video, your messaging resonates within the first 2 to 3 seconds of calling out to your ideal customer. an example could be for me could be, hey, you struggling with Facebook ads? Hey, you've spent thousands on agencies with Facebook ads and they've not brought the return you want. That's what's going to resonate with you as an audience. Who's in that position of struggling with Facebook ads? And that's what we want to be doing here, so that these green apples here turn red quicker. The next thing we want to look at is the learning phase. Now the learning phase is kind of similar to that. Okay. So the learning phase is what we're in. Then with the low hanging fruit. But there's some we want to go to. And this is the some the meta says. So meta believes that we need 50 events. Now that could be a sale. or it could be a lead. Either way, we need 50 of them in a seven day period. Or within seven days. So meta says if you can get me 50 events of a salary, lead through your ads, in seven days, I will exit learning phase. Be an active ad and I'll know exactly what I need to do to find your ideal customer all the time. And you've got nice ads that run for as long as possible. It's not always the case, though. You're now you're thinking, well, how much do I need to spend to get 50 conversions in seven days? Let's say we're going to be realistic with a calculator. And we're going to say that your cost per purchase is 15. Let's give it 10 pounds. 10 pounds is your cost per purchase or cost per lead. And you need 50 of them. So we're going to times that by 50, which is 500 500 pounds divided by seven days. Meta says that you need to spend 71 pounds a day to get this. Now, only today I was on an ad account, was doing Legion for email marketing, and they had set up their ad exactly the same five ads, all going out to that audience and trying to create leads. They'd had ten leads come in and exited the learning phase. And they know that because their ads now say active, whereas they did say learning. So meta doesn't always need that amount of time. But it's a rule of thumb. so you're probably an advertiser watching this video. Think I haven't got 70 pounds a day. You don't need 70 pounds a day. Ads can work with a low budget. And you can get ads working in the learning phase, so don't make it or break it. You just need to consistent with your spend, consistent with your creative and adding new creative and new messaging to call out your ideal customer. This is just an example of what the learning phase will mean and why it's happening. Before you go into an active ad. The third thing we want to look at is your first ads won't be your best ones. They might be, but they probably won't be. Even experience advertisers don't get it right straight away or the first time. Your early ads are about learning what creative hook and Google resonates with your audience and will allow you to make better ads in the future. what you need to look at is who your ideal prospect is, or who your ideal customer is. What do they love? What do they like? What their problems are, the way we like to run Facebook ads is looking at a problem solution. So I want you to think about what the problem is of your ideal customer and how you're going to solve that. So when we're doing a hook, I want you to think about that problem. So the call out could be like my last example of Facebook ads. Are you struggling with Facebook ads? Have you spent thousands on us? Every single month and you're still not getting the return you deserve? Have you used three agencies in the past six months and none of them have worked for you, and you've had to sack all of them. These are different types of hooks which are calling out to different types of personas of people that I know are running ads. I know this because I've sat down, I've worked out and over the years I've come to that information by asking my clients what their problems are. I'm now able to call out using those problems. What you need to do is sit down and figure out what your client's problems are, and then use your ads. Whether it's a video, whether it's a static, a carousel, and the primary text and headlines that go with that ad, the call out to your ideal customer, the problem that they have or problems that they have, what your solution is and what you want them to do next. that would be your call out. Your solution and your CTA by all can be bill in one video or in a static and in a total ad. And that's what you need to be doing to start off with. From there you're going to start seeing what works and what doesn't work. Now the format I want you to use when creating this is a really, really simple structure. if you're doing sales, if you've got an e-commerce, you're going to use a sales objective when you set up a campaign. if you're using Legion, you're going to set up a lead gen campaign both of these. If you go into my school, the Facebook ads school for free in my masterclass, it tells you how to set up both these and why you should do this in a step by step follow over my shoulder on how to set these ads up. as a demonstration here, we're going to have our campaign. And now this is going to lead into our ad set. And then from our ad set, I want you to lead into five ads. Now these ads can all be slightly different ads in a format. You could have a static. You could have video. Carousel. You could have another video and you can have into the static. But what we're looking for here is creative variation. We want the static. Could be your offer. We want you calling out on your video to your ideal customer. The static could also be calling out by presenting the problem in text. At the top of the static on a carousel could be a showcase through testimonial or different types of product or service that you provide. Now this is going to create creative diversity, and we are going to look for what is going to resonate with our ideal customer. Once we've got that, we can start working on the next round. So we might find that this video here has done really well and this static has done really well. So we go back to the drawing board and we create different angles or versions of the video and static with our messaging, those resonating with our ideal customer and then bringing in. So if we can keep to the very simple structure of one campaign, one ad and five ads, we can start finding out which ads work and then move on to the creating of new ones. The fourth thing you might see is that your lead and conversions might be a little bit more expensive at first. This is normal and won't be like this forever. As writers get better and better system learned more about you and your audience. The cheaper results you will see. again going back to the diagram where we've got our one ad set. We are going to launch our ad and publish it. It is then going to go into learning phase, and it's going to try and get on that learning phase and create some consistency. We are going to see a little bit of a drop like here, but then we want to stay consistent with our leads coming in. Now up here we might find that our lead was 15 pounds of lead. And down here we might find is 10 pounds of lead. Now we are also going to see variations of this going up and down and up and down. But what we want to shoot with is a low of average over a seven day or 30 day period. Our lead cost is about the same. We're also going to say that when we're running these five different ads for 25 pounds a day or dollars a day, we're going to find that one ad might be 15 and another one might be 30, and another one by six, 12 or 11. Now, I haven't got my calculator to find out the actual average of these, but I want you to start following what the average might be. So if we want the average, we're happy to pay 20 pounds or dollars per lead. I want you to focus on the bottom total. Okay. So as long as the total of that the average of these is 20, then your ads are okay. What we used to do is go in here and switch off this one, because it was too high. This one too was kind of too high. Maybe this one because we want to focus on a six and 11, but then what we're doing out with cutting out perfectly good creative. There's actually part of the internal ad funnel, but meta showing two people, different ad creatives at different times to get a lead or a sale for an overall of 20 pounds. You have now switched these ones off and this might might go down to where you want it to be, which is nine. Or it may become inconsistent and end up being 26. This is something that we don't do anymore. We like to keep these on. There are various various reasons why we might turn certain ads off. I would rather you kept all those on so that we can see the overall cost per lead down here, and as long as that is working in your favor, you can continue increasing your budget, adding some more ads, variations to it, and growing your account. And in some cases that one might become too expensive, in which case you can then turn off because it might damage your overall cost per lead. Those are the four things that I want you to pay attention to when starting your ads. as long as you can follow those four steps in this video, it's going to help you understand what's happening in those first coming weeks of you starting to run ads and make sure that you're able to relax and just let meta find its place, stability, consistency, and you can win in the Facebook ad game. I hope that helps and I'll see you in the next one. Thank you for joining us again today. please feel free to drop us a message. We'd love to hear from you and any questions that you would like answered. We can do that here on the podcast. You.