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Paid Ads Playbook

5 min readOct 15, 2023

Remember, clarity is your best friend in communication.

Site Map:

The Core Four: Warm Outreach; Post Content + Monetize Content; Cold Outreach; Make Ads + Monetize Ads
1. The Core Four 1. Lead Magnet I 2. SEO I 3. Your First 5 Clients I 4. Content Marketing I 5. Cold Outreach I 6. Paid Ads I 7. More, Better, New
2. Lead Getters 1. Referrals I 2. Employees I 3. Agencies I 4. Affiliates
3. Excecution: Open To Goal, I $0–$100M Roadmap

1. Quick Story: A Simple Success

Once, just out of curiosity, I tried Facebook ads for our gym, thinking, “Why not?”

Guess what? It was a hit! A simple ad brought us $6000. Yes, you read that right!

Our secret? Keep it simple. Our ad had no fancy images or videos, just straightforward text, loud and clear. It looked something like this:

“HEY CHINO HILLS! LOOKING FOR 5 LOCALS FOR A FREE 6-WEEK CHALLENGE. YOU’LL GET THE PROGRAM; WE’LL USE YOUR SUCCESS IN OUR ADS. DEAL? SIGN UP HERE: [LINK]”

Remember, clarity is your best friend in communication.

2. Understanding Paid Ads: It’s Like Renting Eyeballs!

Here’s the deal: Paid ads let you talk to a LOT of people who don’t know you yet. It’s like renting someone’s audience.

But do they work? Absolutely. The real question is, how well can YOU make them work?

Now, diving into paid ads means you’ve got four puzzles to solve. Don’t worry; we’ll tackle them together:

Figuring out the best place to advertise.
Getting the right folks to see your ad.
Crafting an irresistible ad.
Convincing people to share their contact info.

3. Picking the Perfect Advertising Spot: Be a Smart Advertiser

Start with a platform you know and love; it’s like home advantage!
Ensure you can find your tribe there, people who’ll dig what you offer.
Know the ad formats the platform loves. Each one has its own little quirks!
Check your wallet; make sure you can afford the ad space.
Quick Win: Peek at where your competitors are advertising. It’s a good starting point; if it works for them, it might work for you. Copy first, then add your magic touch.
Action Time! Choose one platform that checks all the boxes. Start noticing the ads you see there. What grabs your attention? It’s your first step to crafting your own.
Insider Tip: Most platforms have ad libraries. It’s like treasure chests full of good (and bad) examples. Study at least 50. Learn from them. Replicate the gems!

1. Targeting: It’s a Big World Out There, Find Your People

Think of it like this: You start with everyone in the world and then keep narrowing down.
First, you pick your platform. That’s your first filter.
Then, within that space, you get even more specific. Here’s how:

2. Lookalike Audiences: Show your ad to people who resemble your current audience. It’s like meeting a friend of a friend!

Start by uploading a list of people you know are interested in what you offer.
The more, the merrier! A big, quality list means better lookalikes.
Mix it up: include people you’ve reached out to, both warm and cold.

3. Custom Targeting: You pick what matters. Age, hobbies, income, you name it!

Exclude folks who don’t fit. Selling skateboards? Probably don’t need retirees.
Time it right. Selling car accessories? Advertise when Top Gear is on!
Love pets? Target fellow pet lovers.
Local Targeting Pro Tip: If you’re focusing on a local area, don’t narrow down too much. Your local market is already a niche!

Action Steps:

Gather all your contacts and leads. Organize them: current customers, people you’ve reached out to, and cold contacts.
Use these lists to create your lookalike audience. Quality matters!
Add more filters if needed, but don’t overdo it. Keep it broad enough to reach a good number of people.
No lookalike option? No problem! Start with targeting based on interests.

4. Crafting Your Message: The Art of Unskippable Ads

Imagine chanting, “I don’t skip ads” three times before a mirror. Sounds absurd, right? But here’s the secret sauce to making ads so captivating that your audience will be practically chanting this mantra.

Crafting an Ad That Sticks: The Three Pillars

Call-Outs: Grab their attention.
Value Proposition: Spark their interest.
Call-to-Action (CTA): Guide their next step.

Step 1: Mastering the Call-Out — Be the Showstopper

The first few seconds of your ad aren’t just precious; they’re golden. You’re not just selling your product here; you’re selling the next second of your ad.
David Ogilvy put it best: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Types of Call-Outs:

Labels: Identify your audience. Ex: “Hey, Remote Workers!”
Yes-Questions: Make them nod. Ex: “Struggling to find your work-life balance?”
If-Then Statements: Present a clear scenario. Ex: “If you’re feeling overwhelmed, then our program is for you.”
Ridiculous Results: Intrigue with the extraordinary. Ex: “Learn how this man’s tiny startup outsmarted the tech giants!”

Visual Call-Outs:

Contrast: Stand out. Use bold colors, dynamic shots, or unexpected visuals.
Likeness: Reflect your audience. Show them a mirror image of their challenges, aspirations, or daily lives.
The Scene: Depict scenarios they can relate to. A cluttered desk, a serene yoga pose, a chaotic morning — if they see it, they’ll feel it.

Action Step: Don’t just watch ads; study them. Notice what makes you pause. That pause is priceless.

Step 2: Offering Value — More than Just a Sales Pitch

Your audience is asking, “What’s in it for me?” Answer them. Loudly and clearly.
The What-Who-When Framework:
What: Highlight the dream outcome and the nightmare they avoid by choosing you. Show the ease and assure them of the likelihood of achieving their goals with you.
Who: People seek validation. Show how your product/service elevates their status among peers, family, or even rivals.
When: Take them on a journey through time. What were they missing before? What could they achieve tomorrow?

Pro Tip: Be as specific as possible, but don’t overdo it. Your ad needs to be a snack, not a five-course meal. If you can show it, don’t say it. Visuals are a powerful ally.

Step 3: The CTA — Your Virtual Signpost

You’ve piqued their interest; what next? Any ambiguity here could mean a lost customer. Make your CTA as clear as a sunny day.
Simplify: “Click Here,” “Call Now,” “Get Your Free Trial.”

Action Step: Ensure your CTA is quick, easy, and impossible to miss. Your website or landing page should be a continuation of your ad, not a jarring shift.

5. Securing the Gold: Their Contact Info

Once they bite the bait, don’t lose them. A simple, clean landing page can be your best friend.

Key Points:

Match your landing page to your ad’s aesthetics and message.
Simplify the journey. More steps do not mean more commitment.

Action Step: Don’t hesitate to create your first landing page. It’s not rocket science, and the payoff is monumental.

6. Wrapping Up: Your Paid Ad Journey

You’ve mastered the essentials:

Crafting attention-grabbing Callouts.
Delivering compelling Value.
Directing with clear Calls to Action.

Now, the stage is set, and the spotlight is on you. But the show isn’t over. How will you measure success? It’s time to talk numbers, returns, and efficiency. After all, what’s a good ad if it doesn’t bring a better return?

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