Running paid ads can be a powerful tool for entrepreneurs looking to scale their businesses and hit their first six figures in revenue. When done right, investing in ads can lead to a substantial return on investment, driving more leads, sales, and overall growth. However, the key to running successful ad campaigns is timing. The best time to invest in paid advertising when you do not have a big budget is when you have solid, proof that something works—that something has been tested, refined, and shows consistent results. Using ads to “experiment” with new ideas can be a costly mistake, leading to wasted time and money with minimal returns. When you are ready, the biggest challenge with paid ads will be knowing who to target and when to target them. This lack of clarity can cause even the most promising campaigns to fall flat, making it crucial to address foundational issues before launching an ad strategy. To get clarity, we break down the type of leads in your lead funnel and when to target them with the right type of ads to grow our relationship with them that will convert into sales.
- People who are new to you and your brand are a cold audience. They don’t know you and haven’t warmed up to you yet. As they don’t know or trust you yet, they are less likely to buy from you at this stage.
Now that you know who they are, your goal here is to make sure they are your ideal client avatar, introduce yourself and your brand, and invite them to continue the conversation where you can get to know them better.
Your ads to these top-of-funnel (TOFU) people should be for lead magnets for email list building, as well as, invitations to follow you and your online community.
- People who took you up on your invitation to continue the conversation like you enough to get to know you better. They aren’t cold because they are aware of you but they aren’t quite warm because they haven’t gotten to know you, but they get warmer the more time you spend with them.
Now that you know who they are, your goal here is to make sure you nurture them with the frequency and quality they need to get to know and trust you.
Your ads to these middle-of-funnel (MOFU) people should be to create a deeper relationship through great content, engagement, and even tripwires or tiny offers.
- People who have been well nurtured by you and now like, know, AND trust you because you have cultivated a deeper relationship with them are hot leads and more likely to buy your offers.
Now that you know who they are, your goal here is to help them make a buying decision by making sure they understand what the offer is, the problems that it solves, the transformations that it brings and how it makes their life better.
Your ads to these bottom-of-funnel (BOFU) people should alleviate any perceived obstacles they may have to buy the offer they have been pre-qualified to need from a source (you) who they already like, know, AND trust to give their solution.
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