April 4, 2025 • 10 mins
Let’s talk about whether you’re actually ready to run Facebook and Instagram ads for your business.
- Cut your lead gen costs in HALF with my $37 mini-course–NOW only $17!
- Visit The Art of Online Business website for Facebook Ads help
Jamie and I explain why having a solid, proven offer is key before you throw money at ads—because ads won’t fix a bad offer! We go over some clear signs that show you’re ready, like making steady sales from your email list or having success with things like Instagram stories or webinars.
We also break down the financial side to make sure your ads have a good chance of being profitable, and share why having a strong business model is a must before scaling with ads.
Watch this episode on YouTube!
Please click here to give an honest Rating/Review for the show on iTunes! Thanks for your support!
Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
- Get 1:1 Meta Ads Coaching from Kwadwo!
- Say hi to Kwadwo on Instagram
- Subscribe to The Art of Online Business’s YouTube Channel
Jamie's Links:
- Say hi to Jamie on Instagram
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
So how do you know if you're ready for Facebook and
Instagram ads to run in yourbusiness and grow Like, as I
love to say, jesus saves?
Facebook and Instagram ads donot.
And so if your offer isn'tselling organically, putting
money behind it will notmagically fix it, because more
eyeballs on a bad business oroffer well does not a good
(00:20):
business make.
Speaker 2 (00:21):
So how do you know if you're ready for paid traffic,
Jamie?
Speaker 1 (00:23):
Let's break it down.
Speaker 2 (00:24):
Let's break it down.
Speaker 1 (00:25):
Let's break it down.
Let's break it down.
The key here is how are youmaking sales now and how well is
your offer selling organically?
Because too many times well.
Back in the day, when I firststarted running ads, clients
would reach out to me and orpotential clients and I would
end up trying to help them.
But I realized a similar traitamong client ad accounts.
(00:46):
It didn't go so well and it wasthe ones who were trying to use
ads to prove their offer ordevelop their offer, rather than
just using ads to add fuel toan offer.
Fire that was already burning.
Speaker 2 (00:59):
Right.
Speaker 1 (01:00):
Right.
Speaker 2 (01:00):
So are you consistently getting sales from
your email list?
That would be a good place tostart.
Speaker 1 (01:07):
So this would be a scenario where yeah, right.
This would be a scenario whereyou're growing your email list
some way and you're selling toyour email list, say every month
, and are we getting sales?
Or you could be selling byInstagram stories right.
And regularly convertingcustomers you know into or leads
to your dms right.
So that's the call to actionthe instagram story that in your
(01:28):
dms you're selling right that'sanother way, or the more
typical webinar right.
Speaker 2 (01:34):
Are people actually a percentage of your webinar
registrants or your challenges?
Whatever you're doing?
Are they actually buying?
Speaker 1 (01:42):
yeah, and so this isn't just about like I'm
selling some of my program, kindof it's like this is selling
well and like, if you're notwatching, I look so short here.
If you're not watching onYouTube yet, well, click down in
the show notes below and watchthe Art of Online Business
podcast on YouTube, or justsearch it, because I'm holding
up two hands right here, one'sat my forehead, one's at my my
(02:04):
chest, and the goal is lots ofprofit.
So up here is how much I'mmaking per lead let's say in a
webinar and then down here isinevitably how much I'm going to
have to pay per lead when Istart running Facebook and
Instagram ads, and so you wantyour offer to be selling as
profitably as possible.
So, jamie, I got my calculatorhere.
Speaker 2 (02:25):
All right, and we're going to do a little math
textbook super easy math youknow, because this whole launch
world is super straightforwardand always the same.
Speaker 1 (02:35):
Nothing ever goes wrong.
Speaker 2 (02:37):
So let's say that I made that would be sarcasm,
right yeah, so I got Just tomake sure we're clear here.
Speaker 1 (02:45):
So let's say, for a webinar, as we're looking into
profit per lead, right, but Igot 500 leads Okay cool, and I
made a hundred grand for thiswebinar, so that could be a
hundred grand, or one with fivezeros after it, divided by 500
leads.
Speaker 2 (03:01):
Yeah.
Speaker 1 (03:01):
And that means each lead is 200.
Right.
So that means I made $200 perlead.
It's pretty nice.
So I'll be up here and I'mprobably going to be happy at
this point.
This is just a number, by theway, it's not like cause.
I was giving a talk last weekand somebody asked me is this
number you give like the idealnumber, like cost per lead?
(03:22):
And I was like no, no number,it's just a round number.
That makes sense, right?
So let's just say we got leadsfor twenty dollars, cool.
Well then, that would mean thatevery lead would be 180.
Yes five because math.
How well can our daughtersubtract?
Can she do three digits?
Yet where is she at in math?
Speaker 2 (03:41):
school she should be able to.
I mean, not in her head, okay,so she can't do this math.
Speaker 1 (03:47):
Yet at least Our kids are in school.
Down here in Mexico they're ata homeschool, not us
homeschooling, but at anotherhomeschool.
That's a bit away from us,because, although we were
teachers for quite a while inChina, we're not teaching our
own kids at home.
That would be.
Yeah that wouldn't work.
It would not be, no, itwouldn't work.
(04:09):
So at this point then youcalculate that leads are worth
$180, because I'm making youknow, $100,000 launch Hooray 500
leads, $200 of revenue per lead, minus $20 per lead that you
have to pay for Facebook andInstagram ads, so $180 per lead.
If you have that kind of profitper lead, well, like not all
(04:31):
the time, but in general, that'samazing.
Now, do you need to have thatkind of profit per lead $180?
Margin, margin, no, but youshould run the numbers you know
like right, and see how muchyour leads are worth and if
they're worth, like personallyI'm not happy if I'm paying for
paying what Jamie per lead overwhat price per lead for our
(04:53):
clients, what would you say?
We can usually get cost perlead under usually in general
under 10, under 10 all right,cool.
So then if you calculate, like,if the listener calculates what
20 profit per lead, 30 profitper lead, like that's a very
strong sign that you can.
They can run instagram andfacebook ads right and so the
(05:16):
key here is is the offerconverting right?
Speaker 2 (05:18):
how do you know your numbers Right?
Speaker 1 (05:20):
So the key here is is offer converting Right, so you
know your numbers.
So Yep, yep, yep, yep, yep, yep, yep.
And if you are doing a webinarand you want to lower your lead
cost as low as possible whilegetting the highest quality lead
still, then that's what my adtesting cheat code is for.
Right, it is the way that Ilower cost per lead in all my
(05:42):
client accounts and I walk youstep by step through it and,
like Jamie, here sees meactually doing the work in the
accounts daily and dealing withthe curve balls that Meta throws
me, because it's never juststraightforward, although I
teach it in a straightforward,easy to understand framework.
Speaker 2 (05:59):
Right, right, very systematic.
Speaker 1 (06:00):
I've also added into this course video of me rolling
with the punches.
Yeah troubleshooting,troubleshooting, yeah, and
continuing the framework so youcan see what it's actually like
and how I deal with differentsituations, thus teaching you
how to deal with the inevitablecurveballs that meta will throw
at you.
That is $37 normally for you at17.
(06:24):
You deserve to be getting thehighest quality lead at the
lowest cost possible, becausethat means your business is
making more profit, which meansyou are serving more of the
people we're meant to serve,because you've been blessed with
skills and passions.
Speaker 2 (06:41):
Right.
So, quasar, I have a questionfor you then.
What if you're still in thatearly stage with not so many
sales yet?
You're like I'm getting somesales, but I don't think.
Based on what we've been saying, it doesn't seem like we're
ready to run ads yet.
So what do we do?
Speaker 1 (06:59):
Well, you don't run ads.
Speaker 2 (07:00):
Okay, but what do we do instead?
Speaker 1 (07:04):
Well, let's see, I'm trying to get the ad testing
cheat code and if you're doingit yourself.
Speaker 2 (07:09):
But if we're not running ads, then what do we do?
Speaker 1 (07:12):
Well, I, you could do what I did.
Dear listener, I remember backwhen I was in China and I flew
myself all the way across theseas to San Diego to participate
in a mastermind, and they werelike, kwejo, you need to launch
a group coaching program.
And I was like, how?
And they're like you're goingto do it to your organic
Instagram audience.
(07:33):
And they made me.
Thank god they did, but theymade me.
I was so scared at the time yeah, but go out into the deck
before this two-day mastermindwas over and I had to like pull
out my instagram stories, recordsomething saying like you know,
I've heard what you needed.
And because I've heard what youneeded, I and they made me like
make a promise for my groupcoaching so I was like this is
(07:56):
the promise, and then, if itsounds like something you need,
dm me and they're like and thenyou're gonna sell it in your DM.
So I was like, oh, yeah and yeah.
Like two and a half weeks laterI had like my first nine people
right in my like I don't know$800 seven-week group coaching
(08:16):
program and I just proceeded todo that over and over again.
So that's one way.
But like, look, if you don'thave a big Instagram audience or
a big email list, you couldteam up with somebody who's if
you have a podcast, who's been aguest on your podcast, and do
cross promotion.
One week you promote their leadmagnet, the next week they
promote your lead magnet totheir email list and you can
(08:38):
just find people who serve yourniche in a complimentary,
non-competitive way and hook upwith them.
Team up, I should say, and,from across, promote collab,
collab, collab, collab, collab.
Yeah, you have to reach out topeople.
You know cold write that emailthat's what you do, right yeah,
yeah, yeah, absolutely.
Speaker 2 (08:57):
That's one of the best ways to be able to find
more audiences, people who youcan both serve each other.
I mean, you're doing it.
Speaker 1 (09:06):
And because of it I'm guesting on more podcasts.
People who I've never metbefore, but cool folks.
Speaker 2 (09:13):
I like it when you do it, Jamie.
Speaker 1 (09:14):
I like it when you do it, because then I don't get
super outreach at least I don'tget super.
I don't know, I don't worry somuch about oh, should I reach
out to this person?
And what if I don't write theemail more?
It's kind of like you just goand write the emails and it's
nice when you have someone elsepromoting you, so to speak.
Speaker 2 (09:31):
Yeah, yeah, you're like the person right, I'm your
biggest fan all right.
Speaker 1 (09:38):
so before you run Facebook and Instagram ads, two
numbers are important how muchyou earn per lead and how much
it costs to get that lead yourcost per lead.
Speaker 2 (09:49):
So if that gap is big , then ads can scale that up.
But if you don't know eithernumber yet, then it's not time
for you to run ads.
So make sure you know yournumbers.
Speaker 1 (10:00):
I think that's a key takeaway here that is the key
takeaway, and look at the shortepisode.
Take care until the next timethat you see us or hear from us,
be blessed, and we'll see youin the next one.
So how do you know if you're ready for Facebook and
Instagram ads to run in yourbusiness and grow Like, as I
love to say, jesus saves?
Facebook and Instagram ads donot.
And so if your offer isn'tselling organically, putting
money behind it will notmagically fix it, because more
eyeballs on a bad business oroffer well does not a good
(00:20):
business make.
Speaker 2 (00:21):
So how do you know if you're ready for paid traffic,
Jamie?
Speaker 1 (00:23):
Let's break it down.
Speaker 2 (00:24):
Let's break it down.
Speaker 1 (00:25):
Let's break it down.
Let's break it down.
The key here is how are youmaking sales now and how well is
your offer selling organically?
Because too many times well.
Back in the day, when I firststarted running ads, clients
would reach out to me and orpotential clients and I would
end up trying to help them.
But I realized a similar traitamong client ad accounts.
(00:46):
It didn't go so well and it wasthe ones who were trying to use
ads to prove their offer ordevelop their offer, rather than
just using ads to add fuel toan offer.
Fire that was already burning.
Speaker 2 (00:59):
Right.
Speaker 1 (01:00):
Right.
Speaker 2 (01:00):
So are you consistently getting sales from
your email list?
That would be a good place tostart.
Speaker 1 (01:07):
So this would be a scenario where yeah, right.
This would be a scenario whereyou're growing your email list
some way and you're selling toyour email list, say every month
, and are we getting sales?
Or you could be selling byInstagram stories right.
And regularly convertingcustomers you know into or leads
to your dms right.
So that's the call to actionthe instagram story that in your
(01:28):
dms you're selling right that'sanother way, or the more
typical webinar right.
Speaker 2 (01:34):
Are people actually a percentage of your webinar
registrants or your challenges?
Whatever you're doing?
Are they actually buying?
Speaker 1 (01:42):
yeah, and so this isn't just about like I'm
selling some of my program, kindof it's like this is selling
well and like, if you're notwatching, I look so short here.
If you're not watching onYouTube yet, well, click down in
the show notes below and watchthe Art of Online Business
podcast on YouTube, or justsearch it, because I'm holding
up two hands right here, one'sat my forehead, one's at my my
(02:04):
chest, and the goal is lots ofprofit.
So up here is how much I'mmaking per lead let's say in a
webinar and then down here isinevitably how much I'm going to
have to pay per lead when Istart running Facebook and
Instagram ads, and so you wantyour offer to be selling as
profitably as possible.
So, jamie, I got my calculatorhere.
Speaker 2 (02:25):
All right, and we're going to do a little math
textbook super easy math youknow, because this whole launch
world is super straightforwardand always the same.
Speaker 1 (02:35):
Nothing ever goes wrong.
Speaker 2 (02:37):
So let's say that I made that would be sarcasm,
right yeah, so I got Just tomake sure we're clear here.
Speaker 1 (02:45):
So let's say, for a webinar, as we're looking into
profit per lead, right, but Igot 500 leads Okay cool, and I
made a hundred grand for thiswebinar, so that could be a
hundred grand, or one with fivezeros after it, divided by 500
leads.
Speaker 2 (03:01):
Yeah.
Speaker 1 (03:01):
And that means each lead is 200.
Right.
So that means I made $200 perlead.
It's pretty nice.
So I'll be up here and I'mprobably going to be happy at
this point.
This is just a number, by theway, it's not like cause.
I was giving a talk last weekand somebody asked me is this
number you give like the idealnumber, like cost per lead?
(03:22):
And I was like no, no number,it's just a round number.
That makes sense, right?
So let's just say we got leadsfor twenty dollars, cool.
Well then, that would mean thatevery lead would be 180.
Yes five because math.
How well can our daughtersubtract?
Can she do three digits?
Yet where is she at in math?
Speaker 2 (03:41):
school she should be able to.
I mean, not in her head, okay,so she can't do this math.
Speaker 1 (03:47):
Yet at least Our kids are in school.
Down here in Mexico they're ata homeschool, not us
homeschooling, but at anotherhomeschool.
That's a bit away from us,because, although we were
teachers for quite a while inChina, we're not teaching our
own kids at home.
That would be.
Yeah that wouldn't work.
It would not be, no, itwouldn't work.
(04:09):
So at this point then youcalculate that leads are worth
$180, because I'm making youknow, $100,000 launch Hooray 500
leads, $200 of revenue per lead, minus $20 per lead that you
have to pay for Facebook andInstagram ads, so $180 per lead.
If you have that kind of profitper lead, well, like not all
(04:31):
the time, but in general, that'samazing.
Now, do you need to have thatkind of profit per lead $180?
Margin, margin, no, but youshould run the numbers you know
like right, and see how muchyour leads are worth and if
they're worth, like personallyI'm not happy if I'm paying for
paying what Jamie per lead overwhat price per lead for our
(04:53):
clients, what would you say?
We can usually get cost perlead under usually in general
under 10, under 10 all right,cool.
So then if you calculate, like,if the listener calculates what
20 profit per lead, 30 profitper lead, like that's a very
strong sign that you can.
They can run instagram andfacebook ads right and so the
(05:16):
key here is is the offerconverting right?
Speaker 2 (05:18):
how do you know your numbers Right?
Speaker 1 (05:20):
So the key here is is offer converting Right, so you
know your numbers.
So Yep, yep, yep, yep, yep, yep, yep.
And if you are doing a webinarand you want to lower your lead
cost as low as possible whilegetting the highest quality lead
still, then that's what my adtesting cheat code is for.
Right, it is the way that Ilower cost per lead in all my
(05:42):
client accounts and I walk youstep by step through it and,
like Jamie, here sees meactually doing the work in the
accounts daily and dealing withthe curve balls that Meta throws
me, because it's never juststraightforward, although I
teach it in a straightforward,easy to understand framework.
Speaker 2 (05:59):
Right, right, very systematic.
Speaker 1 (06:00):
I've also added into this course video of me rolling
with the punches.
Yeah troubleshooting,troubleshooting, yeah, and
continuing the framework so youcan see what it's actually like
and how I deal with differentsituations, thus teaching you
how to deal with the inevitablecurveballs that meta will throw
at you.
That is $37 normally for you at17.
(06:24):
You deserve to be getting thehighest quality lead at the
lowest cost possible, becausethat means your business is
making more profit, which meansyou are serving more of the
people we're meant to serve,because you've been blessed with
skills and passions.
Speaker 2 (06:41):
Right.
So, quasar, I have a questionfor you then.
What if you're still in thatearly stage with not so many
sales yet?
You're like I'm getting somesales, but I don't think.
Based on what we've been saying, it doesn't seem like we're
ready to run ads yet.
So what do we do?
Speaker 1 (06:59):
Well, you don't run ads.
Speaker 2 (07:00):
Okay, but what do we do instead?
Speaker 1 (07:04):
Well, let's see, I'm trying to get the ad testing
cheat code and if you're doingit yourself.
Speaker 2 (07:09):
But if we're not running ads, then what do we do?
Speaker 1 (07:12):
Well, I, you could do what I did.
Dear listener, I remember backwhen I was in China and I flew
myself all the way across theseas to San Diego to participate
in a mastermind, and they werelike, kwejo, you need to launch
a group coaching program.
And I was like, how?
And they're like you're goingto do it to your organic
Instagram audience.
(07:33):
And they made me.
Thank god they did, but theymade me.
I was so scared at the time yeah, but go out into the deck
before this two-day mastermindwas over and I had to like pull
out my instagram stories, recordsomething saying like you know,
I've heard what you needed.
And because I've heard what youneeded, I and they made me like
make a promise for my groupcoaching so I was like this is
(07:56):
the promise, and then, if itsounds like something you need,
dm me and they're like and thenyou're gonna sell it in your DM.
So I was like, oh, yeah and yeah.
Like two and a half weeks laterI had like my first nine people
right in my like I don't know$800 seven-week group coaching
(08:16):
program and I just proceeded todo that over and over again.
So that's one way.
But like, look, if you don'thave a big Instagram audience or
a big email list, you couldteam up with somebody who's if
you have a podcast, who's been aguest on your podcast, and do
cross promotion.
One week you promote their leadmagnet, the next week they
promote your lead magnet totheir email list and you can
(08:38):
just find people who serve yourniche in a complimentary,
non-competitive way and hook upwith them.
Team up, I should say, and,from across, promote collab,
collab, collab, collab, collab.
Yeah, you have to reach out topeople.
You know cold write that emailthat's what you do, right yeah,
yeah, yeah, absolutely.
Speaker 2 (08:57):
That's one of the best ways to be able to find
more audiences, people who youcan both serve each other.
I mean, you're doing it.
Speaker 1 (09:06):
And because of it I'm guesting on more podcasts.
People who I've never metbefore, but cool folks.
Speaker 2 (09:13):
I like it when you do it, Jamie.
Speaker 1 (09:14):
I like it when you do it, because then I don't get
super outreach at least I don'tget super.
I don't know, I don't worry somuch about oh, should I reach
out to this person?
And what if I don't write theemail more?
It's kind of like you just goand write the emails and it's
nice when you have someone elsepromoting you, so to speak.
Speaker 2 (09:31):
Yeah, yeah, you're like the person right, I'm your
biggest fan all right.
Speaker 1 (09:38):
so before you run Facebook and Instagram ads, two
numbers are important how muchyou earn per lead and how much
it costs to get that lead yourcost per lead.
Speaker 2 (09:49):
So if that gap is big , then ads can scale that up.
But if you don't know eithernumber yet, then it's not time
for you to run ads.
So make sure you know yournumbers.
Speaker 1 (10:00):
I think that's a key takeaway here that is the key
takeaway, and look at the shortepisode.
Take care until the next timethat you see us or hear from us,
be blessed, and we'll see youin the next one.
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