This content outlines a comprehensive strategy for launching and scaling a service-based agency, with a specific focus on building a paid advertising system from scratch, using a real-world example of a new agency targeting masonry businesses.
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paid ads are an incredibly effective way
for you to sign up clients for your
agency regardless of your Niche or your
service but the thing is when we're just
starting out we haven't spent money on
ads before could be pretty taunting
right we want to get the best bang for
our buck and we just want to get results
about wasting a whole bunch of money so
today I'm not only going to teach you
the best strategy that you can use for
your agency right now when it comes to
paid ads but I'm actually going to show
you by building an ad strategy from
scratch for a real agency that I only
launched a couple of weeks ago and we're
going to be creating this ad strategy
around a lead magnet that we also
conceptualized on a recent video and
this isn't my first rodeo I own a multi
figure agency called affluent .c been
around for over seven years now and I've
helped thousands of other people start
agencies of their own and I'm starting
this agency that you see on the screen
right now called Mason flow in Toronto
that Services Brick Layers and masonry
businesses and we offer Google ads this
was all randomly selected by the way I
documented this entire process on my
YouTube channel you can go back and you
can watch the episodes I'd recommend you
doing so and I'm showing you the steps
that you need to take in order to go out
there and launch an agency of your own I
did the same thing about a year ago now
in a series that we called the Rena
reach series I signed up my first couple
of clients in a couple of weeks and then
I gave the entire agency to one of you
guys for free and I'm going to do the
same here I'm building the entire
business end to end and I'm going to
give it away to one of you okay because
I want to help you and I want to see you
succeed and all you need to do to be a
chance for win it to be in for a chance
to win is drop a comment down below let
me know the reason why you want to start
an agency and maybe the position you're
in right now I'm not just going to give
you this ready-built agency but I'm also
going to buy your brand new Macbook Pro
and I'm going to give you 12 months
access to the software that you're going
to use to grow your agency called high
level you can use this for your current
client acquisition but also to Aid in
getting client results as well okay if
you want to get more information about
what we have done so far in this series
we've written some great scripts we've
gone through and studied the ICP we even
conceptualized and came up with the idea
for that lead magnet even creating the
entire thing as well which is an AI
marketing strategy I'd recommend you
going back and watching the First
episodes of this series first so you can
see where what's brought us up to this
point okay if you just want to get into
the ad strategy stuff that's absolutely
fine you can watch this video but you
are going to have an awful lot more
context and a serious amount more value
arguably the the most valuable free
content on building an agency that
exists out there that is my goal from this
this
series so this is what we've done so far
built all the foundations we've chos the
niche we've figured the agency name out
we created a logo and a website we even
built the lead generation strategy
generated our first batch of lead built
the Outreach strategy developed an offer
and wrote our first Outreach scripts we
just created the landing page for our
lead magnet and we have now built the
lead magnet as well it is a free AI lead
generation or free AI marketing strategy
I think we went for we built this
landing page on go high level from zero
again I showed you this whole process
and yeah here we go we're doing a free
AI marketing strategy for this lead
magnet now I think it's important to
note for for for any of you guys that
are kind of just jum jumping in at this
point and just for any of you that have
been watching this series full stop this
is not the only way to build a
successful agency targeting masonry
companies in Toronto okay and the
information I'm going through in this
series will apply to any agency but you
have to understand the psychology behind
the things that I'm doing there is no
one way of building a successful agency
and anybody that tells you there is just
one way is talking absolute to sell
you on a product and they don't have
your best intentions at heart I'm always
going to tell you what you don't want to
hear for free okay other people will
tell you what you want to hear for a bit
of cash the truth is there are hundred
and not a thousand ways to build a
successful agency you have to figure out
the best way for you for a series of
iterations and a series of tests to your
market and a deep understanding of the
people that you're trying to serve and
also a deep understanding of your
service and the only way you get to that
point is through obsession over a long
period of time it's consistency in your
learning it's watching series like this
but thinking about the psychology behind
the things that I'm saying and the
things that I'm doing rather than
planning how you're going to directly
copy exactly what I'm doing that is
going to keep you in the place that
you're in right now that is going to
stop you from ever being able to build a
substantial agency so please don't copy
everything I'm going through think about
the psychology behind it and think about
how you can apply it and there are also
ways that we could improve on the
that I'm doing okay this might not be
the best way but it's the first thing
that we came up with and therefore that
is what we're sticking with and if you
the person who wins Mason flow wants to
launch a whole bunch of other lead
magnets you want to create a new website
you want to do some new outre scripts
more power to them I encourage it okay
we want to read the data we iterate and
so on I don't want to get ahead of
myself now
just wanted that little disclaimer there
so um let's get straight into it and so
we've built this lead magnet and I am
going to develop the ad strategy today
and I think it's important to note that
ads don't always apply to every single
agency out there it is of course going
to it's going to cost you a little bit
of money in order for you to get your
feet off the ground with ads and I will
run through some Frameworks on how much
you should spend how much it's going to
cost and some expectations there as we
proceed through to this video um but if
anything this will just serve as a
really great bit of Education for you
when you do come to that point before we
get to the an strategy though it's very
important that anybody regardless of
what we're trying to run traffic to and
this applies to any business not just
agencies we have to plug all of the
holes first okay we have to make sure
that there is no leakage in our process
so we mapped out this um this lead
magnet in the sense that we're going to
be driving traffic to our website people
are going to opt into our lead magnet it
kind of AI personalizes through zapia so
it automatically fills in the company
name and everything we then either send
it via PDF or a video whatever we decide
and we deliver it via email and the goal
is to get a booked C okay at the end of
the leave magnet right at the end we
have a call to action after we go
through some fancy we're like drop
us a quick email or visit Mason flow. a/
partner and then you can go ahead and
book a call on our calendly but what
happens if they go through this lead
magnet they opt in and for whatever
reason they don't open it okay or maybe
they do open it and they just don't book
a call well that's what we call leakage
and so we need need to remarket those
individuals we need to have either an
email flow an SMS flow or both an
automation a sequence that allows us to
retarget these individuals and get them
to take our eventual action which is
book and a cult right we put a l layer
on top of that and because this is just
automation this is just the easy thing
if we then appointment set and so what I
mean by appointment setting is you
physically call up every lead that opts
into that form and you have a
conversation with them we'll come up
with a script for that in a moment okay
in doing that we're going to we're going
to plug a lot more holes people that
don't respond well to email and SMS but
do want human contact and so we can do
that and you don't have to do it you can
pay an appointment setter but initially
it's going to be you and I normally
always recommend you doing it being in
ATT trenches yourself first it's not
even worth considering running ads if
you still have leakage in your funnel so
we have to make sure that we don't have
any leakage leakage so this is what
we're going to work on next first step
is going to be actually
creating this uh this Automation and so
if we go into high levels this is the
tool that we're using you can set up an
automation like this um I suppose you
could send the emails manually you could
send the SMS manually there are many
avenues that you could go down my
recommend recommendation broadly is use
go high level is going to make your life
a lot easier so if we go on Automation
and we hit create workflow I'm going to
do uh start from scratch I would like to
do a five-part sequence in fact before
we do that I'm actually going to outline
what the sequence looks like so
1 two 3 4 that's pretty nice actually it
means that this is actually quite simple
because what I'm going to do is I'm going
going
to I'm going to set up this flow in line
with what we've got going on
here CU this is going to be
a this is going to be a five-part sequence
sequence
okay so you could do threee part I think
like five part is The Sweet Spot from a
lot of testing
if we do a five-part sequence then yeah
we can get a lot more information across
in our
emails I'm going to give you the theme
for this sequence as well giving you
guys a lot of juice today as always
that's always the goal right so here we
go we're going to
go first theme of the first email
broadly speaking it's going to be
delivery of
product so it's going to be product delivery
delivery
so this is going to be us actually
delivering the lead magnet first of all
there's going to be no sales going on in there
there
call so straight away we're going to
call to action a strategy call just for
the people that are super hot and
they're like you know what I want to
take the next step here um after that
we're either going to do like a case
study or a story so we want to either go
through our results I actually think
like a story is probably the nicest way
and you can notice I'm just kind of just
thinking about this on the spot because
of the fact that there are many ways
that you can do this effectively but we
kind of got to think about the
individual circumstances in this
instance these people are they they're
cold they haven't heard about us before
a little story would be nice and then we
can do a case study of some sort now
this is obviously going to be a little
bit tricky if you you haven't worked
with any clients yet so you can replace
that with another story it can be like a
bit of a founder story if you like um
and uh and obviously when you do have a
case study then you can use and Leverage
The I'll still go for a case study
framework for you so you can apply it to
your own circumstances
circumstances
um cool I
think I'm going to do it's going to
obviously be our call to action um but
it's going to be like a scarcity call to
action okay which is going to be a book
call so this is going to be the
framework we're going to follow for our
SMS flow and so so let's just go ahead
and just create this bad void
so first of all we have something that's
called a trigger and that is our way of
essentially saying to high level when we
want this actually to go ahead and and and
and
uh and Trigger that's pretty obvious
right and so that's going to be a form
submit so we've already set up a form on
our landing page and we're going to do
add a filter and the form
is got a form this will load
data got got one on our landing page
up free AI marketing straty there we
go just put me there while I won't get
in the way okay and the next thing we're
going to do is we're going to do email
and we do send email and we're going to
deliver this email okay so we're going
to send this from you can put your from
email in there obviously
um and you want to put your name in
there okay rather than it just being
Mason flow and then we're going to do in
fact like Mason flow let's do that
because Mason flow we we're leveraging
the name Mason in there as well um so we
actually already set up our delivery
email so let me just load up zapo and
have a look through that okay so this is
our delivery email so hey Jordan hope
you're well as promised here's your
completely customized AI marketing
strategy the link using this strategy
you will get and then we go all these
things here okay so we just take that
and we go over to high level we can make
sure that we we have that all in place
so we could do like your free AI
marketing strategy as the subject line
there okay and yeah that's all good so
there we
go and then this name wants to be and
this is really important we make we
change our import field so we change
this to there you go no custom
values and it's going to be contact
contact first name okay there you go
this link is going to be in fact
actually it depends on how you
automating this so we automated it
through Gmail and zapia and so that's
how we automatically generated this link
um in this instance okay we we probably
don't want to what's going on there
there
um okay in this instance I'm just going
to keep it here so you've got the
template there but like just bear
based on the previous video we used a
different way to actually um to deliver
this um so cool if we hit save
action so first from email so let's just
do hello at Mason flow.
a okay hit save action and so we can
rename this just for ease so we just
we've got a good idea as
product delivery okay and then what
we're going to do is we're going to set
a weight zoom in to make sure that you
guys can see all of this right now I'll
change this up the top as
well to lead magnet
magnet
workflow so now what we're going to do
weight for 24 hours which is obviously a
day you could just do one day there as
well okay and then we're just going to hit
hit
there undo wait one
day keep this nice and clean then we do another
another
email and this one is going to be our
what did we say this is going to be a strategy
strategy
again okay subject line this time round
with let's do a variable so let's do
like contact first name I'm not going to
use AI for this one because I've got
this stuff written these scripts a
thousand times over and so I'm going to
give you a bit of a framework for this
um and just talk you through the process
this let's do this this could work for
you too like this is going to be like an
attention grab okay so we want it to
really just uh yeah just grab their
attention so uh make it
thought-provoking is what we're
ultimately trying to do here so let's
take the first name again and let's
do Jordan
here um or it's Jordan or just like
quick intro and
um hope you're getting a
bunch hope
strategy we sent you
interesting got a delivery guy turning
up let me just quickly grab this parcel
is he going to leave it outside it's all
good dogs's going to bark like crazy
though so I hope you found the a
strategy we sent you interesting
um um we uh most
agencies let me think charge for
strategy it's hard to document and also
write at the same time so I'm just going
to get in the zone and just write this
and then explain it to you afterwards okay
okay
so high first name Jordan here um so
just keeping it simple so it's bit
personal hope you found the AR strategy
I sent you
interesting most agencies guard
strategies like this and charge a lot
for them so it' be smart to start
do compar to do
so with basically it's a little bit of
like scarcity I suppose at the start
anyway thought I'd reach out to
personally introduce myself and offer
you a free one toone strategy call CU
you opted in honestly I don't usually
take these calls due to time constraints
but we've got some really cool ideas for
you guys that I'd like to share I've
I've opened up a couple slots this week
so if you're Keen um so if you're Keen
let me know speak soon Jordan PS we only
work with one masonry company in each
City and we don't have a partner yet in
your in your area yet but we intend on
securing one ASAP so it's a pretty
casual email kind of following in with
the theme of like the icps we've
established he's a pretty casual
business owners broadly speaking anyone
home improvements kind of is and so it's
it's it's not too salesy it's just like
hope you're enjoying it hope you're
implementing it and then it's very
casual I don't use you two calls but I'd
be up for having a call you guys got
some ideas for you so we've got a hook
there and then we've opened up a couple
of slots we've got a bit of scarcity
very casual sign off and then we're just
reaffirming we only work with one basing
company City and we haven't got one yet
in your area but it will be one of your
competitors if it's not you essentially
so it's a really nice casual way to just
kind of transition into the the the book
of core request um what I kind of
realize as I'm re going through this is
very hard for me to talk about what I'm
writing whil it's also being in a
creative mindset and writing this out so
I'm actually going to build this entire
workflow and then I'm going to run you
through the emails bit by bit uh
afterwards so I'm going to crack on with that
that
now okay that actually took a little bit
longer than I anticipated but we move so
um right we've got our five emails here
so we've got our first email which is
product delivery which we've already
gone through then we have our first
offer of a strategy call I think I
already went through this one with you
guys um yeah I already went through this
one with you we wait a day and then we
send over a case study I decided this
was actually going to be a story first
on but I actually decided it made sense
to do the case study first
now this is an optional one you can get
rid of this if you don't have a case
study yet whoever wins Mason flow likely
won't so you can just get rid of this
one just do a four-step email flow in
the meantime um so we're going like this
could be you first name and then we're
keeping it simple so we're going in with
so just a little bit of story so we
recently started working with this
client name and owner of this business
Mason business struggling to break
through Revenue PLO despite delivering
fantastic work they just couldn't scale
to the next level so feeding into the p
points okay they needed a predictable
way to get more jobs in without wasting
lots of money so they started working
with us so this is getting rid of their
concerns within just a few months we
managed to generate them 12 new jobs so
desirable result they're like okay how
much does that make well contract value roughly
roughly
56,000 now this is just the start and
things can only go up here for this name
so then we got a loop okay so these are
the results but this guy is getting you
could be like this guy okay this could
be you as I said in my email yesterday
we only partner with one Masonry
business per City and we're yet to work
with one in and then we're going to do
their city if you want that to be you
instead of one of your competitors um
instead of one your competitors stealing
your jobs drop me a quick message back
and we'll have a chat so we're painting
a picture of okay like if you don't do
this one of your competitors is going to
so drop me a quick message we'll keep
things casual I'm not going to sell you
on this speak soon hopefully Jordan
found Mason flow bit human there cool so
we're offering the strategy call for the
first time we wait a day and then we do
the case study okay so in fact that sub
subject line um okay so we' got
like uh what have I done there I've
already done the case study that was
that one I I was going to go to the
story that's it question about your
masry work so it's like it's like a take
on quick question four which is one of
the best before mean subject lines of
all time and Outreach this one's
actually a little bit longer it probably
doesn't need to be as long as this but
it kind of got carried away as I was
writing it but I I think it's sometimes
nice to have a little bit of a longer
email in there just for a bit more
context but you can play around with
this and split test it so hey first name
it's Jord just dropping a friendly
reminder to put at free1 to1 strategy
call with me whilst we've got I'm just
call it one:1 call with
me well that free called me whil I still
got a slot available this week also and
also ask out a question and also out of
Interest what your most successful and
also ask out of Interest what your most
successful way of getting work is right
now I can only presume it's referrals
like most masonry companies but I
understand how unpredictable that can be
in fact that's the very reason I launch
Mason flow my uncle owns a fir out in
New York and I offered to help him with
his marketing a few years back now
obviously this is a madeup story you
want to like make this relevant to you I
just want to give you some context and
the kind of thing like if you T tap into
yourself as an individual and you make
yourself relatable and you share your
story people like to hear it and they
just humanizes the brand so my uncle
owned a firm in New York I offered to
help him with his marketing a few years
back anyway the results have generated
for for him were far better than we
expected sure we made a few mistakes
along the way again human like if
everything's perfect
then um we lose trust but over time we
perfected a strategy that would work for
any other masonry business it worked so
well that we decided it would be unfair
to partner with more than one company
per City we've got very high success
rate on finding partners and we only
started looking in this city a week ago
so there's still enough time for us to
have a chat worst case scenario you
learn more about our strategy and
Implement yourself can't say fair than
that question mark okay this actually is
probably better as an Outreach followup
in this sense we only started looking
for in City a week ago
ago
um and so you could say in this instance
and we
don't have one in
city
yet cool so that's our
story and then we wait a day and then we
do last chance so we're doing an re so
like regarding so it's like we responded
to an email which normally gets a better
open rate you're passing on this
question mark this one's a lot shorter
when keeping it casual hey first name
this the last time I Dro in about that
strategy call with us so if you're up
for casual chat let me know ASAP for E
I've put a link here for you and then we
do calendar link if you've got any
questions about the AI strategy I sent
you to we can discuss on the call all
the best Jord PS expect to see some
Toronto local masonry ads online soon
let's make sure they're yours so again
painting that final picture we got a
short email there so we are really
coming from multiple angles here we've
got pain points we've got case studies
we've got stories we've got that
scarcity we're just hitting all areas of
bioc psychology so we can make sure that
we are plugging all of the holes when it
comes to this um this automation flow
here so that is the automation flow
let's just uh let's go back to our Maro
and what do we need to mark off so
Automation and scripts we actually
should create a script right now so what
I'm going to do is I'm going to write a
quick script before we get into to the
ad let me just load that
up okay so this is our Mason flow dark
on notion I'm just going to do a setting
script um for the lead
magnet okay so again this will change
per lead and so normally it's actually a
very very casual uh call and script when
we're when we're setting so someone's
opted in we wait like you could call
them almost immediately um you can
strike while theon's hot but anytime in
the first 24 hours it be call on a lead
magnet and so the script is going to be
simple it's going to be like a customer
service call it's going to be like hey
John okay so so we just want to make
sure we're speaking to the right person
first of
Jordan I'm calling
noticed I'm
calling regarding
the free AI strategy you opted in for
time okay let them
speak so this is like okay them speaking
that's them responding okay if we were
writing like this whole script and I was
making a whole video about this now and
I didn't want this to be like hours and
hours long then uh yeah I'll probably
write their responses like if this then
that statement but I want to just get
through this for you guys who got the
hores plugged and then we can get into
the ads so great my name is Jordan I'm
calling gu the freea strategy you op in
for they're like okay cool whatever yeah
what do you need and you're like I just
wanted to give you a quick cool
to find to check if you have had the
do I just want to give you a quick call
firstly to check you received it okay
but secondly to find out the reason why
you opted in for it okay so we want to
find out a little bit more about them
and then it's really going to be like
discovery in the sense that we're going
to be going in and we're going to be
like finding out okay like current
position
okay so where are they at where lay want
to be at and
roadblocks standing in the way so this
is point a this is point B what are the
roadblocks get that information pain if
possible we want to try and dig some
pain out of them if possible so like
okay so you're you you want to start
advertising or you want to start
implementing AI in the business why
can't you go ahead and Implement that
strategy yourself do you intend on doing
say oh we can't I don't really have the
knowledge okay that's fine um are you
struggling with lead flow at the moment
yeah we've got a lead generation problem
what kind of issues is that causing in
the business you know we're digging
these kind of pains if possible and then
it's going to be so we've done our
Discovery and I would say this is going
to be no more than like five
Max um it could be like 2 to five 2 to
10 minutes depending on how chatty they
like so be like would love to book in a
time to help you with a free strategy to
achieve said desired position are you
available over the next few day few days
and then proceed to go ahead and book a
call now what I would recommend you
doing is having a bit of an elevator
pitch ready as well so if they ask like
well what do you do or what you trying
to sell me on or like what's your core
service and I would have a bit of an
elevator pitch there ready to go as well
um and uh yeah of course like uh your
standard objection handling and so on of
which we don't have time to go through
in this video we cover this in a lot of
detail inside of our program and the
affluent Academy so if you're interested
in bu means click Link in description
and book a call with us we go through
your objections all your scripting and
then we can actually help you by
listening to your sales calls and giving
you feedback on ways that you can
improve through our accountability
coaching period as well so for those of
you that are interested we actually
guarantee five clients within your first
90 days of working with us you get every
penny back that you spend with us and so
a lot of attention goes into this stuff
and making sure that we help you become
a killer salesperson so yeah click link
if you're interested in discovering that
um for the rest of you guys um and uh
well for everyone watching the video
right now I'm now going to go through
the paid ads strategy so let's do that
so we've got our automations we've got
our scripts let's build out this
automation strategy so or this this ad
strategy and so I think the first thing
for us to understand
is how do I do this without this turning
into an
entire uh really lengthy ad so what I'm
not going to teach you how to do right
now is how to set up a Facebook business
manager account I've got some great
videos on my YouTube channel that will
help you how to do that so I'll put some
links in the description if you want to
learn the basics of like how do you set
up Facebook business manager how do you
set up yeah YouTube ads whatever like
then you can go and check that out but
what I'm going to be doing right now is
just going through the specific strategy
for this individual lead magnet so the
components that we've got we have ADD
copy okay which
text we then have ADD
and then we also have I suppose our
our foundations
foundations
setup okay so this is like our campaign
type and so on and all these things kind
of feed into each
other with actually the most important
thing on here being ad creative like
creative I think many people many people
still advertise with the false
understanding that ads is all about
great targeting and what really or truly
is the case with ads now is that your
creative is the targeting so in many
cases you can get away with running
almost completely broad ads just geot
targeting a location by that I mean like
selecting let's say you running ads to
Toronto you just ran ads to Toronto and
you let your creative be the targeting
and so by that I mean your I've your
video has to state in the first 5 to 10
seconds exactly who it is you're trying
to Target or or your image makes it very
very clear attention uh masonry business
owners okay we want to really call out
to that ICP the ideal customer as simply
and as quickly as possible and that's
the the most effective way to run ads
right now so that's probably what I'm
going to spend the most time on now is
getting a good creative together and uh
there are many ways that we can do this
of course what I'm not going to do is is
script an entire video and I think it's
important to bear in mind that for those
of you guys that are going through this
process yourself and you're creating a
lead magnet you're creating your ads and
so on like you're realistically going to
have to spend like on even though I can
BOS through this cuz I've done this so
many times but you're going to have to
spend realistically it's going to be
like a day to do this stuff then maybe a
day to do this stuff and then maybe a
day to do this stuff and then a day to
do this stuff so you're looking at kind
of like a week all in if you really put
in the work to to get everything done
here uh realistically like two weeks if
you're learning everything on the go if
you're spending any more than that then
you are
procrastinating um and so yeah then we
come to like this part of creating the
ads I would give yourself a good day to
be able to come up with the ad creatives
record your videos get all your images
gather your assets write all your ad
copy but I'm doing it right now
in well 15 minutes because I got a group
coaching call of our community in 15
minutes from now so that's what we're
doing it then so I'll shut up and
actually get this done my gut says to me
that if we want to get the attention of
these individuals um I want to create an
image ad first of all cuz we've already
established I don't have the time to do
a video but I'm going to do an an image
ad creative and then so we're going to
create the ad and then we're going to
reverse engineer and go through the
setup afterwards so let's use chat GPT
um chat gbt 40 has got a really great
inbuilt and we have this on on various
other tools uh for a long time but like
chat gvt has now got a really good image
generator and so what I'm going to do is
I'm going to get it to generate an image
and we can use this image is the
foundation for our ad so because we're
doing a free AI marketing strategy just
think about this what could we
do generate an image of a
robot brick
laying on a building
site yes come on that is what we want
hope this bits something something good
give us some fire right
now yeah a robot that's that going to
create some what we want trying to do is
we want to get attention we want to grab
attention and get people to stop
scrolling so like how can we get brick
layers to like stop on their feed and
have a
look you know come on what's happening right
right
now so you could do that and then we
could probably add some text on top of
it as well so maybe in the meantime I'll
open up
canva okay so this is what we've got I
it's not obvious enough it's good but
it's not obvious enough that laying
brick so I'm like let me just give this
a prompt can you make it more obvious
that the robot is laying bricks I want
it to grab the attention of a brick
layer that would see this ad and also
make the robot feel a little bit more
human than
that okay so this our second take it's
better but it's not exactly what I want
like it's still kind of too much
emphasis on the robot and not enough on
so let's see what we get back of these
prompts sometimes we need to send like a
we need to get another chat going to
like rejig everything because it can
just like get too obsessed with like the
existing one that it's built and just be
like iterating off that so sometimes
it's nice just to get a completely fresh
one oh that's quite a good one there
that's pretty obvious that it's Nam and
braks there it's quite a serious robot
a I'm going to start a new chat and see
what we can get
out okay okay we've got it this is this
is much better just start of new chat
can we create a robot of a brick layer
of a robot as a brick layer on a
building site and so we've got this
image here this is this is class this is
this is a great image it's struggling to
load right there so let's save that
image so we've got that
creative I think something's going on
with the internet right now that's why
it's being
slow what do we got look at that that is
class that's a great attention grabbing
creative oh AI is so cool man
um robot brick
layer and then what we're going to do is
we I think we double down on this and I
think we we're going I'm going on canva
right now canva is a really nice web
based uh editing tool it's a very simple
tool for anybody to use so if you um
yeah if you don't have any editing
skills and you go on canva you can go on
all these templates for ads are just
absolutely fantastic and so go have a
play around with those um but what I
would like to do in this instance is I'm
going to create a brand new design from
scratch we're going to do like an
Instagram post so it's a square and I'm
just going to just Chuck this uh this
this image of the robot on top of that
and so then what we're going to do is
put a little bit of text on top and
we're going to
got okay so with the limited time I got
there are a couple of things we can do
we can OB down this route where we kind
of got like our text on screen we
attention masonry businesses we got that
attention grabbing like call to action
and then you've got the the AI in the
background this is quite a cool design
um albeit like it's a little bit busy
for my liking so if I had more time here
hence like I would spend normally a
couple of hours doing this and I'd
probably be going ahead and and and keep
making this a little bit long uh a
little bit easier to read maybe playing
around with that background a little bit
but I think this is like a really nice
basis for us to go on and and then we
can use this but what I would actually
probably do is I would probably split
test this image just like direct with
the actual image itself so I'd split
test this one here with this one here
and by split test I mean we'd run both
of them side by side and see which of
these two actually performs best because
ultimately the algorithm is only going
to is only going to be the thing that
that that knows you know um so you can
always try and make your best judgment
but you're never truly going to know
until you actually start running the
thing and so what we're going to do is
I'm just going to take this image
here and we're going to make this a bit
smaller and then I'm going to write the
ads the ad copy now as well
so okay so what's important to note with
an ad copy is that H I've got this call
in four minutes what's the best thing
for me to do here one second okay just
jumped on that call and picking this
back up so where were we um so we got
this strategy will help you and we're
going to have a number of different
benefits there um I'm probably going to
run this through AI afterwards you know
actually just to see what it kind of
comes back with as far as like
suggestions and changes are concerned in
case we get some some
um some really valuable feedback so
let's just have a look at what we've got
on our actual lead magnet to see what we
can pull out of this like as always we
want to be referencing the material that
we've already got
go um more jobs without spending hours
on social media a Competitive Edge in a local
local
market um time to focus on what you do best
okay we'll help you get more jobs start SP
hours I'm also going to play with something
else okay I'm actually going to get rid
of this bit I think it's a little bit
Overkill in this instance we can do
benefits in this instance so we can be like
like
um we can tap in into this uh in fact we
could just keep it we're currently
offering a free marketing marketing to
help you get more jobs in autopilot the
strategy will help you get more jobs
about spending hours on social media
Competitive Edge in the local market and
time to focus on what you do best click
below fill in your
business click below and fill in your
DET fill in details and we'll send it
over to
you cool so this is a very simple ad
copy ad copy here Toronto masonry business
business
owners masonry business
owners in
Toronto okay this strategy will help you
get more work without spending hours on
social media gain a Competitive Edge in
a local market keep your time to focus
on what you do best and it's custom
built for your business click below now
and fill in details and we'll send it
over to you cool we could add a little
bit of scarcity in there you could if
you want to say you're only doing this
for five companies you could say you're
only running this to a certain date but
I'm going to keep this relatively open
so it's open to interpretation there for
you guys so there's our ad copy simple
we then got our we got our creative
there again like pretty simple but it
calls out to the audience it's attention
grabbing they fill in what I would
recommend being a lead form and then
using that lead form they just put in
their details and what we want to
collect so lead form
wise we want to get their um full
goals let's do that so simple and again
you can have whatever you want but full
name email phone current business goals
I what are their goals right now so we
want to get a picture of them so we then
call them up and speak to them we can
say I can see when you filed in the form
you said that you're currently hoping to
achieve XY Z we can tap into that show
that we listen to them Etc you get the
idea so that is our ad strategy built
out what we now need to do um is just go
through the setup and so what I would
actually recommend in this instance is
us doing so let's just just create this
below here so we've got add
setup what this wants to be is campaign
wise it wants to be
okay and it's going to be a lead form
okay so lead form is simply where we can
we we have a form that pops up on
Facebook they can fill in their details
we could have we wanted to drive traffic
food to the landing page if it was the
landing page we'd be optimizing it's a
conversion campaign optimized for leads
and we make sure we've got a pixel set
up on our on our landing page okay
outside of that we campaign conversion
targeting and targeting is going to
interest geot
Target um Toronto because we're
mentioning Toronto
two can be
be
um brick laying or
masonry and then geot Target Toronto so
we'll split test both of these
audiences and then the actual ad itself
and actually we've got
two image
text image
two no text so we got the one with the
text and we got the one without the text
and that's what we're going to do we're
going to keep it nice and simple okay so
what we're actually looking at here is one
one
campaign with two ad sets
and two ads in so four ads total because
we got these two images testing against
these two audiences and so let's say
we've got this spending here let's say
each I mean realistically what are we
going to need to spend here I mean
ideally this is this is the minimum
starting budget $10 a day equals 40
total okay that's really going to be the
budget we're starting off with cost per
lead so let's do
targets so cost per lead
here and this is going to vary so much
from agency to agency so I can only give
you some broad benchmarks but cost per
lead so
CPL which is pretty obvious it's
um it's the how much money we're
spending to acquire a lead
um yeah CPL is going to be between
between
$15 and $50 in all honesty and then your
cost per booked call or your cost per
H yeah we're not going to do cost for
book call because we're not optimizing
for book call here we're optimizing for
lead it's going to be anything from $15
to $50 it depends on the on the industry
in the area but this is really what
we're going to be looking at if you're
doing about 15 you're absolutely
smashing it so what we're looking at
here is generating on average like two
leads per day so we're going to have
window which essentially says to us okay
cool every 3 days we can look at our ad
account we can make sure that we're
checking what is working what isn't
working and we can be getting rid of any
bad performing ads so this is we first
thing we're going to do is is check okay
which of these ads are performing best
well let's just go of image one and then
after that we're going to choose this
audience so let's get rid of one of
these and then what we do is we just
replace and keep replacing with new
creatives new ads um every 3 days and
and just maintaining all of the existing
ads that are getting a good cost per
lead and over time we're stacking in
additional creatives additional interest
and so on that are winning and we're
scaling our ad account what's called
horizontal scaling through having
multiple extra ads and iterations there
and different tests now I think it'll be
valuable for you guys to understand when
is the perfect time to start running ads
because from my belief at least anyway
it's far easier to acquire client to buy
outbound initially because it doesn't
cost you anything so sending emails
doing your DMs doing your call calls
going door Todo as we've discussed all
these ways of acquiring clients doesn't
cost you a lot okay it costs you time
but you gain a lot of experience and you
gain a lot of knowledge and so I believe
that is the most effective way to sign
your first few clients when you get case
studies and when you get leverage that
is when you want to start moving over to
ads more so because you've got a little
bit of budget there you've got a bit
more confidence as well your close rate
is going to be better all these things
that come into play to make sure you're
going to be more successful there that
does not mean to say that any of you
guys who have got some cash can't start
running ads from day one you can but
just be aware it's going to cost you
more to acquire a client than you
probably think you're going to be
spending at least a few hundred to
actually acquire a client for your
business and again it depends on many
set of circumstances uh but cool that's
enough for you to get stuck into next
video I'm going to get into building a
full-on launch strategy and a plan to
scale this agency to 10K a month we'll
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