Speaker A
In today's video, it's going to be an absolute banger because I'm going to bring you through the exact same frameworks that you start utilizing to go from one to $2,000 per day in spend on Meta Ads for your e-com brand like
Learn how to scale Facebook Ads spend from $1k to $10k+ per day for e-commerce using proven frameworks and creative strategies.
Key Takeaways
- High-quality ads and deep avatar understanding are essential to break past $2k daily spend.
- Avoid getting stuck in iteration loops by continuously testing new creative angles and avatars.
- Horizontal scaling through multiple avatars and congruent funnels drives higher ad spend and revenue.
- Targeting unaware and problem-aware audiences unlocks larger market potential for scaling.
- Congruency between ads and landing pages is a major factor in successful scaling.
Summary
- Scaling Facebook Ads spend profitably from $1k to $10k+ per day requires multiple frameworks stacked together, not just one tactic.
- A major bottleneck for brands stuck at $2k-$3k daily spend is poor ad quality and limited understanding of the target avatar.
- Brands often get trapped in an 'iteration loop' focusing on minor tweaks of a few winning ads instead of testing new angles and avatars.
- Successful scaling involves horizontal expansion by testing multiple avatars and diverse creative angles to reach broader market segments.
- Creating congruent funnels with multiple landing pages tailored to different avatars and angles improves resonation and conversion.
- Testing new angles starts with broad creative testing, followed by building congruent funnels (ad to advertorial to sales page) for scaling.
- Brands that scale focus on the unaware and problem-aware stages of the funnel, which comprise about 80% of the market, rather than just bottom-funnel audiences.
- Focusing only on solution-aware or product-aware audiences limits scale potential as these groups represent a small portion of the market.
- Congruency between ad messaging and landing pages is critical for scaling, especially when targeting less aware audiences.
- The frameworks presented have been proven effective with clients scaling to millions in monthly ad spend and revenue.
Full Transcript — Download SRT & Markdown
Speaker A
this recent client that we onboarded to a situation where you're spending 9, 10,000 dollars every single day, okay? 3 to 400,000 dollars a month, okay?
Speaker A
Profitably, of course. So, we're fortunate to work with these types of businesses so we can see the exact differences and similar similarities between, you know, low seven figures, high seven figures, or seven figures and eight figures in other cases, right? So,
Speaker A
let's get going into the video. I have a lot to speak about. But, let's start by actually going over a couple of diagrams. Let me just move myself over here. I have a lot to speak about so make sure you stick until the end
Speaker A
because I have several frameworks that I want to speak about that are, of course, they go from one to 10. It doesn't take one. It's like not one thing. It's actually multiple things stacked on top of each other. But, let me start here
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and then we can move forward in the other frameworks as well. The one major difference that I'm seeing is that typically brands that can't really scale past $2,000 a day, maybe even $3,000 a day. The typical primary reason is probably the ads are
Speaker A
not good enough, okay? I'm going to speak more about that in just a second. But, if you generally have a really, really, really, really, really good ad and you understand your avatar customer and you know that your TAM is like big enough to
Speaker A
scale, even one ad I've seen one ad generate a million dollars in a month.
Speaker A
Okay? So, that is possible. So, outside of better ads, I'm also seeing situations where you're just focusing on just one avatar with like one angle or two angles and you're stuck in this orange section which I call the
Speaker A
iteration loop. This is very common. It's basically a situation where you'll find, you know, a small to medium-size winning ad that got you to like $1,000 a day in spend. And so, all you're doing or the majority of your activities is
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revolved around doing iterations and iterations and iterations over this one, two, or three concepts that you found that somewhat work.
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So, you're stuck in this iteration loop which is not allowing you to test all the other things, all the new things that you should be testing to go from two to five to seven to 10 to 15,000 dollars a day in spend, right? Because
Speaker A
at the end of the day, it's all about like creative and also other things which I'll speak about. So, stick into at least half of the video because I'll speak about other things that are just not related to just
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creative, but the creative side is so important. So, you have to continuously be evolving. Ideally, when you start out, there's a proportion around 50% is iteration, 50% is completely new. And then, once you scale, you get to a point
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where it's like 70% of what you do is like you focus on the iteration. And then, there's like 30% of what you do is completely new, very, very like yeah, you know, concepts that are a bit
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more, you know, risky, let's call them. So, another important thing is that these types of brands that are scaling are essentially scaling horizontally.
Speaker A
They have different avatars, and they're also expressing different angles. This is a perfect example that I have a diagram over here. Like brand number one has one product, three angles. By the way, I'm not saying that this cannot
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scale because it will depend on how scalable your niche is, your product is, your addressable market. I am just saying that if you go into a situation from this to a situation like this where you're testing dozens of angles and
Speaker A
catering to more people, you're just going to give yourself a much wider shot at resonating with more people. And if you resonate with more people, you're basically going after more market segments. And if you go over,
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you resonate with more market segments, you can scale more, of course, because that's how it works. And so, at the end of the day, it all comes down to understanding your customer, like having a process from A to Z to break down what people
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are saying, thinking, insecurities, aspirations, motivations. And then, of course, you can reverse engineer what angles to build upon. Okay, so this is kind of like the first point. I've seen brands get to like 10 million a month,
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and this is the exact same framework that they're using, including, you know, clients that we worked with and consulted. This is what they're doing.
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So, it obviously works. Don't even believe me. Just even look at these brands over here that are essentially just mass scaling by looking at brand, and they're sending people to different pages. This page, this listicle, this advertorial, this quiz.
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Why? It's because to create congruency with different people, different avatars, and different angles. So, once again, if you don't want to believe me, look at how many pages they're running.
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I'm showing you the pages, by the way, not all just the creatives, because the pages give you a good understanding of the congruency that they want to connect from ad to landing page. So, if they have a lot of different landing pages,
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it most likely means that they're trying to connect and make a more congruent funnel because they're testing a lot of different avatars and concepts on the front end, right? A lot of differentiation, of course, as well. So,
Speaker A
that being said, let me just move forward over here. The way that we actually test more angles is we do it in a very sneaky way. Instead of just putting all of our efforts into one avatar we don't know what works, we just
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start with like angles and like on the advertising side, on the creative side, and then as soon as we receive even if like a break-even signal or something that is like good for scale, it gets spent. We then automatically
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increase the resonation and congruence of the funnel by doing maybe an advertorial that is congruent to the ad, so they go from ad to advertorial to sales page to offer, all congruent based on one person and one pain point and
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that avatar, right? And that angle. And so, it becomes pretty easy to scale once you have a much more congruent funnel. The other major major difference between brands that just don't really scale and the ones that scale a lot more getting to like
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10,000, 20,000 a day in spend is that these companies, these brands are focusing on unaware stages of the funnel. So, I've seen this many, many, many, many cases where brands are just not able to scale because they're just
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focusing on the bottom of funnel. They're focusing on like solution aware, right? Or they're focusing on like product aware. So, although this does typically give you a better return on ad spend, it's really, really, it's impossible to scale. It just doesn't
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scale. Why? Because this is basically, if we want to be precise, I believe this is around 3% of the market, and this is only around 7 to 10% of the market. So, you're basically just limiting yourself so much. Unaware
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and problem aware make up 80% of the marketplace. I believe unaware is 60% and problem aware is 20%. So, you want to be in a situation where you're actually putting yourself in a position where you can scale in the first place.
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Right? And so, that's what we want to do. And to be able to do that, we need to build a sales process that is congruent. We can't just expect. This is a perfect example, just so you see it
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visually. And this is the major difference that I'm seeing between brands that scale and they don't is basically the congruency of their funnel. Even if they maybe have a good ad, they're not sending it, sending them in the right place. So, for example, if
Speaker A
your awareness level is very high and you have like a product where ad with an offer like Bug MD here, example of the brand, it
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ready to buy. Right? If the more that level of awareness goes down and the more we have to sell and make them think on why we are the purchase for them right now today to this moment, right? And so, the
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more the awareness goes down, as you can see over here where it's red, basically completely unaware, and the more we have to basically do some legwork sell them on either in the caption or with a VSL or with If you're on new VSLs like
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advertorials, listicles, sales pages, and then gradually show them an offer. So, it's step-by-step and you bring them from completely unaware to that they know what the problem is, they know they know what the solutions out there are, the failed solutions, into like, "Yes,
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this makes a lot of sense. Let me just buy." If that doesn't happen, at least you put people into a position where Wait 1 second.
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You're basically creating a process here, even if these ads are maybe giving you a 1.6 ROAS, they're feeding your entire funnel. So, even your solution where ads can scale more, your problem where ads can scale more, and of course,
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your product where ads can scale even more. And this is maybe like a 2.7 ROAS because it's like it's really, really lower uh bottom of the funnel and you're like doing offers and like you're just literally pushing people on on the
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finish line and and holding their hand. And so, this is how it works. Don't put yourself in a position where you cannot scale, right? And think about congruency when you go after unaware. And going after unaware is like one other thing
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that I want to speak about. This is super important is that many cases brands that can't scale, they're like copycats. They don't have any form of leverage. So, they copy their competitors, copy-paste. They they copy the way that the website looks,
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copy-paste. They copy the offer. We need some sort of differentiating factor that allows people to like see that this is different or you need to have leverage over your media, over your marketing, meaning that you're maybe targeting an
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audience that nobody else in the space is targeting or very few people, giving you good CPMs and a good opportunity to scale your adjustable market. This is a perfect example, right? We want to differentiate in positioning, in mechanism, if you can, the color of your
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product, the consumption method to make yourself stand out. If you don't stand out, I'm sorry guys, like it's really, really hard to do this, right? You have to stand out physically, meaning the bottle, the supplement, the vials, whatever you're selling, the phone, the
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cases, they're different in color and structure physically. If that is not the case, it's not a deal breaker, it does help, however, for a perfect example is is AG1 versus IM8. IM8 is red, AG1 is green, and they did a whole campaign
Speaker A
promoting like red versus green, kind of like the Matrix pill. Red pill versus blue pill, I forgot what the colors are. And so, differentiation and branding positioning mechanism, this is really important to allow more conversions to happen. But overall, this
Speaker A
is a perfect example like thinking really about your um going after unaware markets, but with an opportunity where it's not you're not going after red ocean. So, for example, if you're going after knee pain, a perfect example is you go after knee
Speaker A
pain and you're selling a knee brace that everybody else else is selling. So, you don't have leverage over your marketing and you don't have leverage over your your product. If you don't want to have leverage over your product,
Speaker A
but you should eventually. Once you crack the code and get to like 100, 200, 300k a month, you should really start thinking about how can I actually create a product that is unique and potentially patentable, right? So that I can create
Speaker A
a long-term brand. So, no, there's no copycats around me. And so, this is a perfect example, getting back into the leverage and the marketing, of going after knee pain, which is super a red ocean, but going after people that have
Speaker A
knee pain, but they don't but but they don't know it's because of their migraine or they don't know if it's because of their uh their mental health or they don't know it's because of you know, other reason, maybe not mental
Speaker A
health. But you can have like migraine like you you your migraines, sorry, you migraine because of your knee knee So, it's basically the inverse. You have headaches, I wanted to say the inverse, sorry. You have headaches or you have
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health health issues because of your knee pain. Here is a supplement, here is a vial, here is a knee brace to fix the knee pain so that you can fix your mental health. So, it's basically this is an example like a blue ocean offer or
Speaker A
a blue ocean market segment, I should say, where nobody is probably selling people that have migraines a knee brace, right? That is a perfect example. And so, a lot of people have migraines, a lot of people have knee brace, uh sorry,
Speaker A
knee problems and knee joint problems. So, you can play with these mechanisms to combine the two uh as long as it makes sense and it's scientifically proven what you're saying. That makes sense. So, this is a perfect example of
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going after a saturated space but in a unique positioning statement, giving you leverage over unaware because here is basically unaware. They don't know that their their migraines or their headaches are caused by their knee pain, their joint pain, their back pain, whatever that is,
Speaker A
their foot pain cuz that is connected, right? And so, this is very very scalable. And so, you have to start thinking about it like that. Um let me see. One of the thing that I wanted to speak about over here is that overall,
Speaker A
and I have to be honest here, like this is always like 100% the case, brands that don't have a compounding learning cycle, creative cycle, and creative system. Basically, they have a process where they're able to go from research to
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hypothesis to learnings to iteration. Research meaning you do a lot of research on what's working. We have a software software called Lucid where it does learnings for you. If you're interested, it's very useful. It's basically allowing you Let me just do a
Speaker A
quick uh small little pitch here. I built Lucid for my own team to do learnings and to break down ads so that we can essentially drag and drop a creative here, go into the save it to the ad library,
Speaker A
and then basically it's going to give you a learning cycle and an ad analysis.
Speaker A
So, you know exactly why this ad worked and how it's made up. Like what is what does the ad How is the ad made up of?
Speaker A
Like what is it made up? I don't know what I'm saying. How is the ad structured? What is the ad segment? The timelines, the visual references, the visual notes, like what makes this ad work? Like the strategy behind this. I'm
Speaker A
not going to go over too much about this, but my team is using this day in and day out to not only do learnings, but also to break down why this ad works. Like what is the structure of
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this ad that is working? So, we do research on the creative side, which is what I just explained.
Speaker A
We break down viral creative concepts in the industry or in shared audiences and market segments and you always also do the same with customer. So, we learn everything there is to know about the customer and and the and the creative and then based
Speaker A
on that we write hypothesis, but we never launch a test if you don't write it into a tracker. You can download the sheet. I always talk about the sheet.
Speaker A
It's the Demo Command Center. You can go over here. It's the third or the fourth link in the description. I forgot what it is.
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But every single concept we launch is tracked into the sheet and this is super important. We track the marketing angle, the hypothesis of each concept, the angle, the creative concept, the awareness stage, the avatar, the mechanism of desire and then we also
Speaker A
record the the numbers and then we also record learnings and results at the end of the 7 14-day cycle.
Speaker A
Okay? So, this is really important. Long story short, to cut it short here, we have to do this cycle. We got to do research on the customer on the on the on the creative. Based on the research we do hypothesis and then we switch into
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learnings, which is understanding why losers are losers and winners are are winners. I listened to an interview. I forgot who it was, but it resonated with me a lot because I can see it within my clients as well. This brand, they're
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doing like they have a portfolio of companies. I forgot what this their setup is, but they do between 10 and 20 million dollars per month, okay? Per month, not per year, per month. And they basically what got them there is
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basically understanding the ideal that it's not about essentially doing too many creatives at once. Basically being in a situation where this is creative.
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Uh you know, you have like basically a setup where you're doing like so many creatives at once where it's like just not scalable. Third approach is that they're doing like sets of like five to 10 creatives at once, but they're
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hyper-focused and they're like super well researched. So, each one over here, each one of these creatives is basically self It's like has an hypothesis, has inspiration from winning concepts that are either from our own um ads or from competitor or indirect
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competitors. It's super insightful and they go all in 100% focus with high super high high intent. So, this alone gives you the million-dollar ad. A perfect example here is basically the Dr. Squatch ad. I'm not sure if you've
Speaker A
ever seen this ad, but they're generated I think almost close to a billion views.
Speaker A
Um I think these are just YouTube videos. Sorry, YouTube um views. I think 175 million, but I've certainly I've definitely seen this ad more. Uh um there's probably got to up to a billion views if you combine also
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other platforms like Facebook uh views, um meta views, Instagram views, right? YouTube views and also maybe even TikTok, whatever they're they're putting this ad on. This ad alone completely changed the trajectory of this company scaling probably from eight to nine
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figures. This ad was like uh 6 years ago and it completely changed the trajectory of their of their business by one single ad. So, you have to start thinking about quality over quantity. Especially, this is the interview by the way. Shout out
Speaker A
to this guy. I don't personally know him. I do know people that know him indirectly, but this is the guy that I was referring to. Go check him out the interview, but he's basically doing around 100 plus million and he's
Speaker A
discussing uh the aspect of like quality over quantity, which is exactly what we do. So, it resonated with me a lot. Uh at the end of the day like our concepts that we do for the agency when we work
Speaker A
with clients is like we do around three concepts a week. Sometimes four, if we're especially doing like more statics, we can do up to like even more, but typically it's around three, but super well-researched ones that allow our hit rate to go up. What's hit rate?
Speaker A
Hit rate is basically how many ads does it take for us to find something that can like be at least like a medium-sized winner that spends several thousands up to 10,000s of dollars to 100,000s of dollars in ad spend. Right? And so, we
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want to get into a situation where basically the majority of our ads, ideally, are basically I call them big daddy winners because they are ads that can scale to like 50,000, 100,000, 2 million dollars in spend. Like they're
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mass scaling and these are the ads that get like 10x your business, right? So, that's what you need to focus on. You need to focus on quality and over quantity. And how do you do that? You do that by doing a lot of learnings. And I
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also add here that we do daily meetings with editors. So, we have the strategists and the editors meet every single day to transfer the learnings from the mind of the strategist to the editor and the graphic designer, right?
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Whoever it is, the creative production team. So, there's a lot of synergy between the two parties, right? And then the last step is to iterate based on the mistakes and based on the learning. So, you compare learn winners versus losers
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and you just iterate based on the learnings as I said in the research. So, that is pretty much it for this set of video. Let me see if I wanted to speak about something else here. But yeah, this is what you don't want to do.
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You don't want to be in a situation. This is the difference between like I think like seven and eight figures. Um you don't want a Ferrari setup where it looks good, where you're testing so much, but your efficient your efficiency
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of your ads, that's why I say Ferrari with a Fiat engine that looks broken.
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It's because the efficiency of your ads is like so low. So, it takes you 100 to to maybe 80 100 200 ads to find something that barely scales. So, we don't it's basically prioritizing volume over intent. We don't want to be in that
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situation. We want to basically be in a situation where intent is high, higher than volume. And you know, trust me like I've seen I've seen one ad generate 800,000 dollars in sales in a single month. One ad. One singular ad. Imagine
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if you do five of them, you can scale to eight figures with five ads technically, right? If they're banger ads that resonate with your persona, that cater to one specific person, right? One other thing that is important to to understand is that these
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ads that don't spend two to three K a day, but like 10 20,000 dollars a day in spend, typically have congruent funnels as I was saying before based on the level of awareness, but also based on the persona. So, if
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the ad is talking about knee pain, we want maybe an advertorial that just talks about one thing, knee pain for that specific avatar customer. Maybe it's moms that are pregnant and they're dealing with knee pain or back pain because they're pregnant and
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they're going through pregnancy, right? In that case, we would have an advertorial or storytelling listical advertorial, whatever you want to call it, that is specifically about moms going through that phase, right? And they found this product that is
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completely alleviating their pain because of their pregnancy. And so, this is basically what I'm trying to say, we need congruency. Even like this is a perfect example of the congruent following. The persona is like a 40 48-year-old Sally that
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cannot get get rid of her flabby arms despite her working out every day. And so, the marketing angle is you don't need to lose weight or tone your muscles to get rid of flabby arms. And so, you bring that from like a long-form VSL ad
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that uh from a personal trainer that is telling her, "Hey, uh I've trained uh a million uh a thousand people just like you. It's not about the training, it's actually about something else." And then it goes into like a case case study
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relatable story listicle about how this trainer is speak you know, it's like it has to be super congruent. Last uh I don't have another example here, but you get the point, okay? You get the point.
Speaker A
That is it for this video. Um but this is also talking about hit rate. We want to go in a situation where maybe the first batch sucks. We get no winners. But then, because we're strategically doing learnings and
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strategically understanding what is resonating, what is working, what concepts, what hooks, then we get more checkmarks. So, every This is like 1 week, week 1, week 2, week 3, week 4, week 5, week 6, eventually get maybe month 1, month 2, I don't know what the
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situation is for you and how you're set up, but ideally your hit rate is around 13, 14, 15 plus percent. If that is it, that means you can do more output. If that is not your hit rate, meaning that
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it's not 15% or so at least, then it probably means you don't know how to make an ad work.
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So, I would first prioritize 15% hit rate. Once you get the 15% hit rate, then you can start doing more even more iteration and more iteration and scaling with more concepts and more concepts because the way that we scale, I don't
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have it here, but I forgot where it is, but the way that we scale is actually with iterations um and like different types of iterations, but we don't do that too much unless we have like a solid hit rate overall within our tests.
Speaker A
So, hopefully that makes sense. Let me know if you have any questions. Uh try Lucid if you want the software that I mentioned before it's completely free in the first trial period so you can try it for for
Speaker A
yourself. We use it a lot to do learnings and to understand why things work and why they don't work so that you can do more effective advertising. And if you are a brand doing at least $100,000 a month in revenue, bare
Speaker A
minimum, then schedule call if you want to a growth partner to work with your team. And uh, yeah, schedule call to see if you qualify. We'll do an audit and we'll see if we can do something together. That is it for this video and
Speaker A
I'll see you in the next one. Bye.
Topics:Facebook AdsEcommerce MarketingAd Scaling StrategyCreative TestingCustomer AvatarMarketing FunnelMeta AdsAd SpendDigital AdvertisingConversion Optimization
