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Facebook Ad Strategies

The Ultimate Guide to Growing Your Business with Facebook ads

By October 10, 2017 No Comments

Step 1 – Choose your strategy

At Zenfusion, we have a total of 7 strategies for Facebook ads that we have developed and tested with over 10 million dollars.

I am going to give you 2 of the top strategies; 98% of the campaigns we put up for our customers (for the purpose of lead generation) use one of these strategies.

Read both and choose the strategy that you feel best fits your needs to generate leads and grow your business with Facebook ads:

Strategy 1 – The Lead Accelerator

In this strategy, you will be using a Facebook lead ad.

The lead ad is great if you do not have tested landing pages that you know convert well or if you do not have the ability to quickly create a high converting landing page.

Another side benefit is that you remove a variable of having a landing page that is not in compliance with Facebook’s many requirements for landing pages.

Here is how this strategy works.

Going to your Facebook page under publishing tools create a lead form.

The lead form should ask for:

  • Full Name
  • Email Address
  • Phone Number
  • Additional Qualifying Questions (Optional)

You will also have the option to direct them to a website after filling out the lead form.

Here are a few options of places you can send people after they give you their contact info:

  • A ‘Thank You’ page where you deliver your offer from the ad
  • A scheduling page where they can book an appointment
  • A page where they can learn more about the offer and what to do next
  • A link to open a FB message to start a conversation

The link that is used should be congruent with what you offered in your ad and help the prospect get to the next step of the sales process.

So the prospect will see the ad in their Facebook newsfeed. Then when they click on the button, it will open up a form with their contact information auto filled.

You can push this person’s contact information right into your email marketing software using SyncSumo.

The Lead Accelerator strategy is a Zenfusion favorite and gets AMAZING results for our customers.

Check out some of the case studies of our customers who are using this strategy:

  • King Lasik
  • Headwaters Bamboo
  • The Organized Artist Company
  • The Village of Heather Hills
  • Legal Direct
  • Your Energy Solar

Strategy 2 – The Conversion Accelerator

The Conversion Accelerator works great for people who have a more established sales funnel complete with tested landing pages that are compliant with Facebook’s guidelines and have their Facebook pixel set up correctly.

With this strategy, the prospect will see your ad in their news feed and then click through to your landing page or sales page with your offer.

Because most web traffic is mobile, it’s incredibly important that your page is optimized for a mobile experience.

You will also need to review your page with Facebook’s ad policies to make sure everything is compliant.

The Facebook campaign used in this strategy is called the Website Conversion campaign and when you set this up, you are aiming for the conversion pixel on the Thank You page of your website.

Facebook Ad > Landing Page > Thank You page (With Standard Event Pixel)

This strategy has more moving parts than the Lead Accelerator but the cool thing about this strategy is that it can be used for Lead Generation or for eCommerce.

If you are just getting started with Facebook ads, I would recommend trying the Lead Accelerator before using this strategy.

Some tools that are very helpful to make this strategy work are:

  • Landing page software – (ClickFunnels or LeadPages)
  • Email marketing platform – (Infusionsoft or Active Campaign)
  • Website – (WordPress or Shopify for eCommerce)

Check out some of the case studies of our customers who are using this strategy:

  • Keeping Current Matters – Sales Funnel
  • Bill Dewees – Webinar
  • Job Hunting Secrets – Quiz
  • Wake-up Call Coaching – Quiz

Step 2 – Choose your offer

Without a good offer, a compelling reason for a prospect to provide their contact information, your Facebook ads won’t work.

There are 7 types of offers that get killer results on Facebook.

The 7 Killer offers are:

  • Lead Magnet – Offer a chunk of value in exchange for contact information
  • Coupon – Offer a great deal on your product or services
  • Webinar – Present valuable information, build authority, make sales
  • Free Consultation – Talk one-on-one with a prospective customer
  • Free Trial – Let the customer try using a software or service
  • Free + Shipping – Product is free prospect just pays for shipping
  • Quiz / Survey – provide an experience to your prospect and gather intel

Choose one of the above offers that you feel would provide the most natural transition into one of your products or services.

Step 3 – Writing your ad copy

One of the most widely used and most tested models in marketing is the AIDA Model.

If you do not know already AIDA stands for:

  • A – Attention: Get Attention
  • I – Interest: Ask a Question
  • D – Desire: Build Desire
  • A – Action: Take Action

This is a natural process that a prospect goes through in the sales process.

So instead of trying to write long and time-consuming ad copy, we use the AIDA principle to write compelling Facebook ads.

This tested ad copy formula, that we call ‘Elevated Ad Copy,’ has resulted in over $34 Million in sales for us and our customers.

In a Facebook ad, we break AIDA down. AIDA = AQOC.

  • A = Attention – Call out your market & Get Their Attention!
  • Q = Question – Ask the market a question they are already asking.
  • O = Offer – Make the Prospect an offer that they will desire.
  • C = Call-to-Action – Provide a CLEAR Call-to-Action.

Here is an example of what this ad copy formula could look like:

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A key to making this formula work is optimizing the ad copy for mobile experience and making sure that the Call-to-Action does not get cut off.

This means that ad copy has to be short and to the point.

Step 4 – Setup your automated email campaign

Your automated email campaign should follow up with this prospect for 5 to 7 days after they opt-in. This means you are sending them an email at least every other day, but preferably every day.

In this email follow-up, you are making 1 offer…

That is the next step in the sales process.

This is usually a strategy session or an appointment of some sort, however, low dollar purchases (under $100), webinars or anything else that gets the prospect to give a little of their time or money are good offers.

A key to making this offer work is that the offer should be congruent with the offer you used to get their contact information and should be the next step in the process.

Step 5 – Build your Facebook Campaign

The Facebook at campaign is made up of three primary parts.

  • Campaign Objective
  • Ad Sets
  • Ads

Each of these sections have a role that it’s responsible for.

Choosing the right campaign objective is key because it will optimize your campaign for the action you want prospects to take – leads, purchases, post engagement, etc.

At the ad set level, you will choose your audience targeting, budget, and where you want the ad to show up (the placements).

Ads are what your prospects will see and will motivate them to take action. The ad is made up of your elevated ad copy and an Image or video.

Let’s go into detail on each of these sections.

Campaign Step 1 –  Choose your Campaign Objective

If you choose Strategy 1, the Lead Accelerator, then you will want to use the Lead Generation Campaign Objective.

If you Choose Strategy 2, the Conversion Accelerator, then you will want to use the Website Conversion Campaign objective.  If you go this route, you will need to make sure you have your Facebook Pixel and Standard event pixel installed correctly. To check this, you can install the Facebook Pixel Helper on your chrome web browser.

Choose your campaign objective based on which of your strategies you have decided to implement:

Campaign Step 2 – Set up ad sets with  your daily budget and audience targeting

Choose your budget and schedule:

Choose your audience:

Choose where you want the ad to show up:

Campaign Step 3 – Set up your ad with your elevated ad copy and graphics

[Video of showing the ad level – silent]

Step 6 – Find your Magic Metric

Your Magic Metric is the amount you are willing to pay to acquire a Lead or a customer.

This is the most important number in your advertising and is more important than cost per click or any other metric related to your ads.

I have often seen people turn off an ad that had a low cost per lead because the cost per click was too high, which is really ridiculous when you think about it!

Step 7 – Implement the 4 part email broadcast gameplan  

When you have leads that have come through your entire automated email campaign but have not taken the next step in sales process (the low dollar purchase or the appointment), then you should send a broadcast to your leads every week.

This email SHOULD NOT be a weekly newsletter! Weekly newsletters teach your list not to open your emails, so don’t send them.

I have developed a 4 part email broadcast game plan that is simple and is working quite well.

Here is how to make it work.

There are going to be 4 primary types of offers in your business that will help you make sales and re-engage prospects.

These primary types of offers are:

  1. A Core Product or Service
    1. The product or service you are known for or makes you the most money.
  2. A tripwire offer
    1. Low dollar offer between $5 – $100 depending on what your core offer is. This is typically a piece of the core product or service.
    2. A phone call, strategy session, etc. Something that gets the prospect to give you some of their time.
  3. A Lead Magnet or Re-Engagement offer
    1. This can be another lead magnet offer like some of the ones mentioned above. The goal is to get the prospect to re-opt-in and get into another automated email follow up.
  4. Valuable Ungated Content
    1. A blog article
    2. A free video training with no opt in
    3. An affiliate offer or valuable tool
    4. Etc.

Each week you choose which type of offer you want to present to your list.

When possible, I like to stack my offers like this:

The reason I like to stack them this way is that when I offer my core service at the beginning of the month, I usually make at least enough sales to pay for all of my advertising and business expenses for the entire month. Plus you are asking for the sale and so the prospects on your list know you are there to provide a solution to their needs.

The next week, I like to offer the Tripwire offer because this gives the prospects who were on the fence and not quite ready to buy a little taste of the service and can provide them an opportunity to get their questions answered, which can lead to another selling opportunity. If I am offering a strategy session at this stage that will typically give me enough sales appointments to fill my pipeline with selling opportunities for the entire month.

After that, I like to re-engage my list by getting them to opt-in and get into another automated email campaign. This will then remove this prospect from my broadcast list for at least 7 – 14 days and will put them into a campaign that is congruent with the offer that re-engaged them.

Finally, I provide the list with a piece of ungated (no opt-in) valuable content like this blog or a free video training. The benefit of this is that two fold in that you build authority with your list and that when you offer your core product or services in the beginning of the next month the prospects are very warm, making the next sales cycle even easier.

To make this work you do not have to re-create new offers or products every month, but it would be good to try to come up with several different angles to sell your products and services.

Step 8 – Create selling opportunities

When someone gets on a phone call, Strategy Session, etc., they typically expect to hear a little bit about your business and the services you offer. This session becomes a selling opportunity where you can now have you or someone on your sales team keep in touch to help make a sale.

If a prospect has spent a little bit of money with you or bought your Tripwire product or service then this shows that the prospect is very warm and has a buying mentality. Since they are now a paying customer you or your sales team should now be reaching out to upsell them similar product.  An easy transition to help you make this sale is to reach out and see if the new customer has any questions about their purchase.

Step 9 – Follow up relentlessly

This may not be what you want to hear, but the fortune is in the follow up and so to really crush your sales you should be following up, at the very least, with people who have requested appointments or who have purchased low dollar offers.

Your “Tripwire” people.

A simple sales pipeline will do the trick.

Set up a spreadsheet and keep a list of the following:

  • Prospects name
  • Company (B2B Sales)
  • Email
  • Phone
  • Potential value if they buy
  • Date of last contact
  • And some sales notes.

Try to keep $10,000 – $100,000 in your sales pipeline at all times.

The best times of the day to follow up are between 8-9am and 4 –  5 pm.

Step 10 – Make sales and Scale your ads and your business

When you have consistent leads coming into your sales funnel and you know:

  1. How much it cost to you to acquire a customer
  2. The average value of a customer
  3. How long it takes to you acquire a customer (the length of your sales cycle)

It’s time to scale up your ad spend so you can grow your business.

Have you been trying to get results with Facebook ads but feel like you results aren’t up to par?

Schedule a FREE Facebook Ad Account Audit and have our team review your Facebook ad efforts.

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