I Doubled Their Facebook Ad Results with 4 Simple Changes

0:00Back by popular demand, I've got a Facebook Ads case study video for you today. Specifically, we're going to go through a business that we've worked with and then demonstrate the four changes that we made to their Facebook Ads to double their results. Now, this case study video is going to be a bit different from the usual ones if you've seen ones in the past. And there's a few reasons for that. So, when I look at the feedback that I get from the previous case study videos, um it's very very interesting. So, there's two major data points I'm looking at. Firstly, the comments are really positive. It seems

0:27like you guys are getting tremendous amount of value from the case study videos. And that makes complete sense to me because going through case studies is one of the best ways to learn anything, Facebook Ads or otherwise, right? But, the other feedback uh signal that that I look at is the amount of views. The amount of views on these case study videos has typically been lower than I would expect. Like I said, case studies are a great way to learn. And I think there's a couple of reasons for that

0:50that I'm going to address in this video. Firstly, there are so many Facebook advertisers out there looking for the the cheat code, the hack, the easy win. And as soon as I start talking about things that actually move the needle and maybe feel like a bit of effort, I think those people just stop watching, they

1:07leave, and that's silly. Don't be that Facebook advertiser. If you want Facebook Ads to be significant for your business, it can be a complete business changer. I've seen that happen multiple times. One campaign can completely change the fortunes of a business. Well, you have to watch the whole video and you have to be willing to implement things that might take a

1:23little bit of time and effort, right? So, that's the first thing I wanted to say. Secondly, I think in the past when I've done these case study videos, I've used businesses that might not feel as relatable for a lot of my audiences. So, we're talking about businesses that we've generated millions or tens of

1:37millions for. This one's not like that. This is a business operating on a smaller scale, not a complete Facebook advertising beginner, but operating on a smaller scale. Hopefully, that feels more relatable. And as we go through the the changes that we made, you might think, "Great, that applied to that business. That would also apply to mine. I can look to go ahead and implement that." And you can get more value out of it. So, with that said, let's go ahead and dive into the case study. So, I want to start by giving you a quick bit of context on this business. Obviously, that's going to help for understanding,

2:06you know, the changes that were made and things like that. Um so, it's a a business that sells DIY products. And they're actually quite niche. So, it's specific to fitted furniture, things like cabinets, closets. And their products are designed to make that process easier, right? Make uh make it less likely you're going to make a mistake, enable you to get it done quicker, all that sort of stuff. So, let's take a look at the results of their their Facebook and Instagram Ads results before we started working with them because was running Facebook and Instagram Ads before we started working with them, as most businesses we work

2:35with are. They've already sort of got proof of concept, a bit familiar with the ad platform. And they were doing a decent job. So, ad spend was 26,473. Uh like I said, not a business spending hundreds of thousands or millions. And we have worked with businesses like that and I've done case studies on those in the past. Um still a reasonable size budget, you know, not far off $1,000 a day. I imagine that would be like a a stretch goal at this stage for for a lot of you watching. But, you know, these aren't crazy numbers. One good ad creative could get most beginner Facebook and Instagram advertisers there

3:02if it performs well enough. From that $26,000 in spend, generated just over 107. So, we're looking at a a ROAS of just over four. So, these results are decent. This is not one of those cases where they were doing a terrible job, we came in, made some simple changes, and massively blew up the results. No, they were already doing a decent job and we had to work quite hard for the improvement that we were able to generate here. Okay. So, the four

3:25changes. Let's start with number one. So, we didn't offer stack rebuild without discounting because their previous offer strategy was basically just to offer discounts. And that is what a lot of advertisers do. And they are missing out on the other levers that you can pull when it comes to improving offers. They just think, "Well, an offer is just a discount. And to improve an offer, I just need to offer more of a discount." That's not true. There's all sorts of things you can do to improve an offer. You could Well, we'll get into what we did here specifically around tiering and bundling, but that's an option. You can offer guarantees. That's

3:57a massive improvement on an offer. You get this desired desired outcome or you get your money back or we keep working with you until you do or we'll buy you an alternative product. Um you can add additional products in with the purchase. Lots of different ways to improve an offer. I've got videos about offers, but it's not just discounts, which is something I want to get uh make quite clear. So, instead of discounting, we thought that that probably wasn't the best way to go with this business. It's super niche. There aren't tons of competitors that are offering very similar products. Discounting in that scenario could be more beneficial

4:28because you're trying to make it clear that people should buy your stuff over the competitors. That's not the case here. The the value proposition is more in around how effective the thing is as opposed to way cheaper than the alternatives. So, we structured their offer into tiers, right? Or their offerings into tiers, I should say. So, we came up with three tiers, right? So, we've got entry level, really low barrier to to entry, not very expensive, pitched very much at their DIY market, like just residential people looking to do this in their own home, thinking, "Okay, I want to grab something to help me with this." Great,

4:59that's what that's for. Then we've got the core bundle. This is sort of pitched as the most popular, um and the one that actually did sell the best. And this would be more expensive, more sophisticated, not just the one product, but added stuff in. Uh like I said, bundling is a great way to improve your offer. Can be a good way to also increase your average order value. We'll get to that later on. So, what what who within their audience is this pitched at? So, you've got your sort of keen DIYers, maybe not someone that's just doing this as a one-off, might be uh looking to do it, you know, all over

5:26their property or do it for a second time or or wants, you know, different options for different types of fitted furniture or like an entry-level contractor type situation where they don't want to go for the ultra-premium, which is the next one, the high ticket, best value per unit. This is going to be for contractors, people doing this professionally. Um want to do it on a repeated basis and then they get more value for what they're buying at those those larger levels. Now, one of the good thing about turning what was just like blanket discounts across the product range into a tiered system is that the price

6:00advantages and that part of the offer is sort of still in there, but it's implied. So, it's like, "Oh, if you do want the discount, you can do that. You just need to buy the more expensive larger bundle. You get more than the extra money." You've seen this situation where you have like a small drink, a medium drink, and a large drink. And the large drink is nearly always the best value for money, right? In terms of the milliliters you get for what you pay, that's going to be the best option. But, that's still good for the business cuz it increases their average order value and the extra cost involved in supplying

6:31that. Little bit of extra drink is not that much. Well, the same applies here. So, you still get that that feeling of people feel like they get a deal because of the extra bundle that they get or the extra stuff they get within the bundle and the sort of implied discount that's included in there, the bulk discount, should we say, without just having to do these blanket level discounts. And often you don't need big discounts on the entry-level offer because it's an entry-level offer,

6:57it's not very expensive to begin with. So, the reason why why I went through those three tiers that we created, talked about who it was pitched at, is that if you want to go through this process with your own offers and think like, "Right, this could be entry level, this could be sort of mid, this could be high level." You could have more than that if you wanted to. You could just have the two. You need to think, "Who is this pitched at? Right, this is for our just our DIYers, one-off. They just want something quick and easy that's going to help them out. Right, these are the

7:21people that are doing this often, uh sort of entry-level contractors. This one's for the people that are doing this day in, day out. They want the best stuff." And when you have that in mind, that impacts the messaging and the creative you produce. And you're just far more likely to hit the right people cuz we know that that's really how targeting is done nowadays. It's in the messaging and in the ad creative. And that's going to determine who Facebook puts your uh or who Meta puts your ads in front of um or not. Like I said, tailor your ad messaging for the appropriate audience. Uh and I already

7:49mentioned this quickly, but I just wanted to to highlight this that when you bundle like that, it's a great way to increase average order value because people can see that the higher tiers are not only appropriate for them if the messaging is towards that segment of your target market, but also it just looks like more value. Oh, now I'll get a large fries cuz it's only a dollar more, but I get like 50% more fries as as a classic example. And increasing average order value, we know, is really important for the long-term success of any paid advertising, Facebook and Instagram Ads included. Because if you make more money per customer acquired,

8:23you can afford to pay more to acquire them in the first place, right? So, bundling tiers can be a great way to do it. We also sort of shifted the focus of their offer from the money save, so from the discounts, like I said, to the other elements that are great selling points for this business's products. Time saved, effort avoided, frustration removed. Like I said, it's going to make it more likely that Well, more likely less likely you're going to make a mistake, more likely you'll do it correctly when you put this fitted furniture in, um and mean you get it done faster, right? And we felt like

8:51that was the bigger selling point here as opposed to the discount, like I said, because of the dynamic in the market, fairly niche, not tons of direct obvious competitors selling something very similar. That was a better option for this business. And repositioned it from a thing, buy this thing with this discount, to a solution, buy yourself less headaches, buy yourself a free afternoon because you've got it done

9:13twice as fast, those sorts of things. Right, that was change number one. Change number two was a new post-click experience. So, this wasn't anything within Ads Manager specifically. Previously, ad traffic was sent to the homepage of the website. And it was designed to be somewhat of a sales page. It wasn't, you know, like I said, they were already getting a more than a 4x ROAS. They weren't doing a terrible job here. So, the homepage was geared up to sell, but we felt like that wasn't the best option. So, we sent people to a simple explainer-first page instead. So, let me explain what the explainer-first page um

9:44included, right? So, it started with with a video, short video, and that started by showing the desired outcome, being uh fitted furniture that's done correctly, looks beautiful, etc. Like that's the desired outcome, right? And then after that, within that video we've got how it works, who it's for, why it's better, in that order. That's a really good framework for what is a good framework for video ads, but it's definitely good framework for VSLs, so video set video sales letters effectively, videos on a sales page that are designed to get people to take action. Like, you show the desired outcome immediately, so people who have landed start watching that video go,

10:18"Yeah, that's what I want." And then you explain how it works. So, how did this thing get that desired outcome? How does this product help you put in fitted furniture that looks fantastic? Explain who it's for, so that's where you get into the, you know, DIY market, contractors, things like that in in this case, and then why it's better than alternatives. That's going to be specific to the individual products and what else is there, but you if you have keep that structure, it's a really nice framework to use. Show the desired outcome, explain how it works, explain who it's for, and explain why it's

10:51better. You might want to steal that. I'll strongly recommend that you do. Um, other things to note on this explainer first page as opposed to just sending through to the to the home page, we remove the distractions, right? So, no menus, no you need to have some exit navigation from a page to keep compliant with Facebook's advertising policies, but not like just a really obvious header menu that people can then click through and find themselves in all sorts of different rabbit holes and things like that. Um, keep them focused on the action that you want them to take. Far less likely for people to get decision fatigue. How many

11:22times have you clicked through to a website wanting to buy something and you seen and there's menus everywhere and there's alternatives for the product that you want and you're like, "I just want a pair of hiking boots. I don't know whether it's that one or that one or like it's really frustrating, right?" So, you can get rid of that. And we also added an optional quiz for indecisive visitors. Um, so it's pitched as something that's going to be beneficial, but can also help with that decision-making framework of like, let

11:45me lead you into what you want to do. So, not sure which option is right for you, click here, answer some questions, and we'll spit out an answer telling you, "Oh, you want this one based on what you've told me." Um, like if we go back to the hiking boots example, like, right, where you got what sort of training you'll be walking in? What's the temperature? Do you need to Does it need to be waterproof? Do you want over ankle,

12:04under ankle, etc., etc., right? Highros is the best tracking and attribution software for Meta ads. It's a software all the big players in this industry use, including myself. I use it to track results for my own ads as well as all my organic results as well. So, if someone books a call for our done-for-you services, for example, I can see exactly where that person came from with a lot of accuracy. That allows me to make better decisions for my marketing and my business. Highros has been able to track that from our ad spend in this campaign, we've generated 96,000 pounds, but 58,000 pounds of that was

12:32not reported by Meta. So, if I was just looking at my data within my Meta ad account, I might come to the conclusion that this campaign is doing okay, but in reality this campaign is doing a lot lot better. Now, this is a relatively extreme example because of the nature of our business, so most of our product services have a recurring billing element. Meta might be able to see what we make initially from our ad spend on that initial transaction, but not those subsequent payments. That's why it it shows the importance here of being able to accurately see what did we actually get from our ad spend in order

13:03to be able to make better decisions and optimize correctly. So, if you want to improve the performance of your ad campaigns without having to touch your ads, go ahead and sign up to Highros. There is a link in the video description. Right, change number three is demo first creative and this is the first of two changes that are creative related. We know how important ad creative is nowadays in Facebook and Instagram advertising. So, we rebuilt their ad stack to show not tell. We felt like their previous ads, which were doing a decent job. Remember, they were already getting a 4x ROAS before we started working with them, but their previous

13:32ads had too much fluff in the hook. The hook is the opening line scene of a video ad, the first 3 seconds or so typically. And we felt it didn't get to what was really important quick enough. There might be an introductory line. There were some founder-led video ads being used. This often happens in founder-led video ads where some context is being given and you're like, "No, no, no, just get to the good stuff, then give that afterwards." So, it's more of a reordering as opposed to taking it out. But, let me let me get to the details, right? So, we wanted ads that started with a visual

14:03demonstration showing the dream outcome. The dream outcome being beautiful fitted furniture done quickly and easily. Not context beforehand, not introducing the business, not introducing the products. Get to the point faster. You can always I like founder-led video ads because you can explain more about the business, you can provide a story and context. Do it

14:20after you've shown the dream outcome. Very similar to the VSL we talked about on that explainer first landing page in the in the in the previous change we made. We also wanted to contrast within these ads and and this worked really well, the old way versus the new way. And the way we did that with this business was time-lapse comparisons. So, we're demonstrating oh, it takes ages, it's frustrating, mistakes are made, people are arguing with the old way, and the new way it's quick and easy and simple and stress-free. There's lots of ways, you know, this is the an equivalent of a before and after for

14:51this business. Most businesses can create something along those lines. You can often get a little bit creative with it and make the old way a little bit fun, a little playful, a little bit humorous, but also demonstrating, yeah, it is really frustrating to do it in the old way. This way is much better, right? We also So, those were the the two main things we wanted to do with the demo first creative, but we tested multiple styles within that. So, we did UGC walkthroughs, so similar process to what I talked about, but with user-generated content, and then testimonial style creators explaining what this business's product solved for them, why it's good,

15:23why they would recommend you buy it. I'm going to touch more on this in a second. So, why did this work so well? It's because by demonstrating the dream outcome immediately, people get it. Prospects get it. Second they look at the ad, they're like, "I get it." And then that is what lets them decide whether or not they're willing to invest the time and effort into consuming the rest of the ad. They don't have to get through other stuff to find that bit faster. So, just always keep that in mind. How can I make it easy for my prospects for them to understand what this is all about and decide whether or

15:50not they are interested. And then change number four is creator-driven creative, which is sort of the other big pillar of the new creative strategy for this business alongside the demo first creative that we just went through. So, let's let's dig into this and and go through what we did specifically. So, we used a range of creators to speak

16:05directly to different buyer types. Remember right at the beginning we talked about how we split up their product offerings into different tiers that were targeted at different segments of their target market? Well, we wanted to work with creators that match those different segments. That's going to obviously carry more weight with those people if people making the recommendations are like them or they represent that group. So, these weren't mega influencers. This is quite a niche thing anyway, but even then I often don't recommend working with mega influencers unless you have a monster budget. Um, but what you do typically want to work with, and this is what we

16:35did here, is people with relevant clout to that specific niche. So, a DIY-based influencer for the DIYers, a contractor-based influencer for the contractors, etc., etc. But, also from different backgrounds. Like, this can apply to demographic um, groups within your target market as well. You can look to, you know, people are more likely if someone is a 55-year-old man, they are more likely to buy based on a recommendation from a creator that is someone that's similar to them as opposed to a 20-year-old woman, for example, right? Okay, so

17:04let's let's go through the details here. So, with the creator-driven creative, the ads explained their experience with the product. You've probably seen these sorts of ads before. That's a typical thing that creators would do. Right, send them a product for free, give it a go, record yourself, let us know what you thought. What changed? Why was this much better than how they were doing it previously or alternative products they might have used? And how obviously the big selling point here is how quick and easy the product made it. So, make sure you emphasize that. So, using this strategy gave us multiple voices to test. We didn't just rely on one

17:35influencer, one creator. People do do that and that's a mistake. You want to have as many swings at the bat as possible. I know this is budget permitting, of course, but in in general, better to work with a multiple range of people. Like I said, not just because you hit the different target segments, and that's important, but also just extra chances to get it right and and to win. Different use cases and stories. So, a contractor-based influencer is going to have a different use case and different story to tell than a DIY-based influencer because they're using the thing differently and their stories will resonate with different groups of the target market

18:05according to those tiers. And one of the best things about creators, one of the things I I love so much, is the higher trust and relatability. There's two things that working with creators and influencers to make your video ads do for you that are almost invaluable. The first is they stop the scroll because the people who follow them know them and they're far more likely to pay attention to their

18:23stuff if they follow their content. Secondly, their recommendation carries weight. So, you get more attention in the first place on your ads and you get that followed through to higher higher conversion rates once they click through the ad, more likely to follow through. Um, something that's massively underutilized in Facebook and Instagram advertising circles. And it's particularly underutilized by beginners, which I think is extra crazy because beginner Facebook and Instagram advertisers aren't very good at making ads themselves. And if you just work with creators and influencers, you don't have to learn that skill. You can just work with people who are brilliant at this. Influencers are unsurprisingly

18:57usually really good at making video content. That's how they became an influencer in the first place. Most businesses should spend less on the ads themselves, more on the creative. That reallocation of budget would help their return ad spend increase, which would then allow them to scale and spend more more on their ads profitably. And I'm going to keep banging that drum until people start doing it properly. Okay, so let's take a look at the results of once we implemented these four changes, what was the impact? So, let's do a quick recap of what the results were before we started working with them so you can see

19:23the change. So, their ad spend the 30 days before we start working with them, $26,000, generated 107-ish thousand dollars in revenue from that for a ROAS of just over 4.07. Month six. So, these changes took a little bit of time to implement. Like we've been through, these don't sound like quick things you're going to go implement in an afternoon. It's a whole new creative strategy with two new pillars in that creative strategy of demo first and creator-led. We've got a new landing page setup, an Explainer first landing page as opposed to a homepage. Um and then even just re-engineering the offers and then updating the corresponding marketing

20:00material, the website to match that. You know, these things This takes time and effort, right? So, takes a while for all this stuff to get implemented. Uh so, ad spend after 6 months, we're looking at 43,000 uh dollars. So, not quite doubled, but sort of getting on for that way. But, conversion value generated is almost double, 202,000 to almost 203,000 in revenue generated from that ad spend for a ROAS increase of

20:244.7. And I wanted to, you know, we have many examples in case study videos. You can go check them out on my channel. Of much more impressive numbers in total and much larger increases from a much lower ROAS number to a much higher ROAS number. And we have businesses we work with like this. But, I wanted to highlight this because I think that a lot of Facebook advertisers are chasing results that are to some extent realistic or even maybe if they are realistic, just better than what they

20:56actually need them to be. So, this increase from a 4.07 to a 4.7 ROAS, whilst almost doubling the budget, is really significant for this business. If you look at the post ad spend profit generated, in that first instance, we're looking at what? 81,000. In the second instance, we're looking at 160,000. I mean, almost literally exactly double,

21:16right? Uh dollars. That's massive. If you think in a month, your post ad spend profit, obviously there's other costs to come out of this, but your post ad spend profit doubling, you know, this is This is over a 6-month period, but this is comparing a 30-day period to a 30-day period. That might be all you need to be able to massively scale up your ad campaigns, make your business much more profitable, and reach that next level, then reinvest, work with bigger creators to get more clout to to it be more impactful. Um so, these numbers aren't the most impressive that I talk about and that we have as

21:50examples, but I just want to demonstrate that this level of improvement can completely change your business. And going through the extra steps and the extra effort that it might take to implement something like this, like the the examples I gave here, these are not the quickest and easiest setting tweaks, um can be well worth it. Like I just said, not the most impressive results we achieved by a long way, but hopefully more relatable for more of you and that you guys can go ahead and implement this and get lots of value out of it. And that leads me on to my next question, which is would you like us to help you

22:19do this and significantly improve your Facebook and Instagram ad results cuz we can provide a lot more support than you just going through my YouTube videos. So, couple of good options I'm going to quickly very quickly run through. First, you've got my agency. So, full done-for-you services. Uh we're specialist Meta and Google Ads agency. We can create, manage, optimize your ad campaigns for you, take all that workload off your hands. We've spent more than 200 million dollars on the platforms. Uh very much tried and tested. We work with just about every niche you can think of. Thousands of clients all over the world. Generated at least 700 million dollars in revenue

22:48from that. That's a very conservative number. I think the actual numbers um significantly higher than that, but we don't have full tracking to be able to see everything and there's only so far in the past we can go. We've been doing this uh more than a decade. So, it's been quite a while now. But, um but yeah. So, if you're interested, there's a link in the video description to book a free call to find out more. We do have a 5K per month minimum budget requirement for this done-for-you service. Or, if you operate with a budget smaller than that, um or you want to maintain control of your own ad

23:13campaigns, but get a lot more support with them, then we have a mentorship program option that includes exclusive business course material, daily multiple daily live course trainings and Q&As from me and my 700 million dollar team where you can ask us any questions that you've got. Um we can jump into your ad account. You can look at strategy. We can run through all these elements, etc., etc. Unlimited one-to-one support. Send a message anytime and we'll get back to you, let you know exactly what to do, take out all that guesswork. An amazing community with 500 plus business owners in the mentorship program like you who are

23:44trying to get better Facebook and Instagram ad results. Again, link is in the video description if you want to click on that and book a free call for that option. And if you found this video valuable and want to see another case study video, go ahead and click here. And let me know what you think in the comments of the case study videos and this format in general. And I'll see you

24:00on another video very soon.