Dr. Matt Shiver

A quiz funnel can warm up a brand new follower in about 3 minutes instead of hours of content consumption.

That's 3 minutes to do work your setters would otherwise have to do manually.

If you're new to Facebook ads, here's exactly where I start.

Make five to ten ads, each hitting a different pain point for the same avatar.

Launch them all in one ad set, ideally a lookalike off past clients or sales calls. $50-100/day minimum. Let it sit three days, then see which angle brought quality leads.

It might contradict your organic, and that's fine. Don't be attached to what works organically.

Then take the winning angle and rebuild it in different formats. Green screen, talking head, statics, carousels, B-roll.

Milk that angle until it stops working. Then go find new ones.

Someone commented on an ad asking why my life doesn't look like I make six figures a month. Simple answer: material stuff doesn't light me up. Paying my team well and building real experiences does. And most people flexing cars and houses don't actually own them.

Here's why you're not getting good results with your ads.

Most people are optimizing for leads, or DMs, or they're boosting posts and getting profile views.

All of that gets you a lower quality person on the other end. Someone who can't spend much money with you.

Three things fix it.

Use the right funnel. Optimize for the right event, which is usually booked calls, qualified leads, or purchases. And use messaging that calls out only the person you actually want to work with.

Do all three and you start getting people who can afford you.

I don't care how expensive your cost per lead is or how expensive your cost per call is.

If you're making more than you're spending, you're winning. That's the whole game.

Your B2B ad funnel should match your budget. $50-100/day, run DM ads with a direct offer. $200+/day, move to application or VSL funnels optimizing for calls.

I spent $2,700 of my own money testing Advantage+ audiences on vs off.

Two ad sets. $1,377 in one, $1,385 in the other. Same exact ad inside both.

CPMs came back nearly identical, right around $50 to reach a thousand people.

Same number of leads. Same cost per lead. Same cost per click and click through rate.

So for this test, it didn't matter.

Fair caveats... we didn't spend enough to see what happens further down the funnel, the calls that did book were unqualified, and we didn't test multiple creatives in one audience or optimizing for a deeper event.

But if targeting is where you're spending all your energy, you're working on the wrong thing.

Make better ads. That's what moves the number.

Funnel bracket for B2C offers: when in doubt, webinar funnel wins almost every matchup, especially once you have real lead volume to work with.

Facebook ad attribution absolutely sucks.

Here's a webinar campaign we ran with 25+ ad sets in it, about $100/day each, optimized for leads.

Facebook reported anywhere from a $13 cost per lead up to $50.

That tells me nothing about which ad set to scale.

What actually helps is having attribution plugged in so I can see real cost per call, qualified calls, and unique customers next to that spend.

And then I can click into a single ad set and see the actual name and email of the lead that came from it, without copying UTM parameters around.

From there I go into the CRM, talk to my sales team, and find out which angle is bringing in calls that close.

That's the data you scale on.

My best retargeting audience stacks three signals: followers, people who engaged with content, and website visitors in the last 3-6 months. Website visits carry the most intent of the three.

Easy way to improve lead quality on your Facebook ads.

Go to account settings, hover over advertising settings, then click placement controls.

Select "my business can only advertise on specific placements" and unselect what you want gone.

I turn off Audience Network on both options every time. That's apps like Candy Crush, and you do not want a high ticket service ad showing up there.

I also turn off Facebook Marketplace. If you sell a service it makes no sense. If you're brick and mortar or selling physical products, that one's worth keeping.

Facebook right column I leave on. It's another impression and I actually see those.

Set it once here and every campaign you launch after this has it off automatically.