Trying to generate leads for your company through Facebook™ ads? We know this can be a frustrating experience.

Everything in digital marketing needs to work in unison. Picture a ten-story building. What if the staircase leading from the third floor to the fourth floor were missing? The highest you’d get would be the third floor unless you were Superman and could fly.

But even worse, if the foundation of this fictional ten-story building were flawed, there would be no building.

A common mistake is to supplant the practical for the technical. While there are plenty of blogs on the Internet that will help with technical stuff, your customers only want one main thing: to know you can deliver value to them—more value than any of your competitors. And this takes more then just knowing some tech. 

Marketing 101

It’s easy to get taken aloft by all the tech glitz. While tech is very important, tech alone will not supplant having a basic foundational marketing plan in place. 

All marketing is this and this alone: It’s taking the right message, to the right person, at the right time. 2,000 years ago, it was clay tablets. In 1492 it was the Town Crier. In 1658 it was your local newspaper. Today it’s Facebook™ or any other channel of digital marketing.

Facebook™ is just a media delivery system, that’s all. So let’s deliver your media to those who want it…

1) Product to Market

Product to market has everything to do with presenting products or services that are relevant to what your customers want—not what you want. You can advertise the heck out of something no one wants and you can be sure no one will buy it. Unless you are able to see through the eyes of your customers, you will fail in your marketing efforts.

Huge companies fail because they fail to listen to their customers but instead roll out products they think will sell without regard to their audience.

Consider Sears and why Sears failed and you’ll have it. Whether you’re a solopreneur or a publicly traded corporation, you need to have your finger on the pulse of your audience.

Fixing this issue is—there is no single fix. I mean you start with a branding redo, a website redo, and never quit. You never quit tweaking your website, listening to your audience, adjusting your marketing.

2) Strategy

All marketing wins or loses on strategy. The strategy you adopt is way more important than the hands and feet that get it to work.

This is a huge, fatal error we see all the time—results in most of the failures we uncover with new clients. “I hired someone to run some FB ads for me.” Really? How did that work for you?

Facebook™, along with other digital channels, requires science. Digital marketing contains come components of Metrology because top-producing campaigns require measurement against either known or estimated benchmarks.

For example, companies in highly competitive niches selling high ticket services (corporate services companies and high-ticket coaches, to name a few) often make the mistake of trying to drive too many results from conversion campaigns when branding awareness may be the place to start: they fail either to leverage known benchmarks or let the data drive marketing practice.

Sometimes, FB funnels need to create 6-8 “touch points” with potential customers. In some cases, but not all, it’s important to “warm up” a cold audience before trying to snag some quick results.

And maybe not... maybe a funnel with only two steps is all your need for success. 

3) Ad Hook

You can have everything “just so” – all targeting, perfect funnels, but if your actual promo or offer is shaky, your number of conversions will suffer or, worse, you spend a ton on ads, and get zero results. This is all too common today.

You might expect me to say targeting (“saved audiences” in FB jargon) are of #1 importance. We actually think retargeting is most important—because of the potential for very low CPL (cost per lead).

If you’re confused with this area of focus, let me share a three crucial prerequisites of what needs to be in place before you even begin to think of running an ad:

  1. Your head needs to be in this, in your business that is. You need to have passion for what you’re about to do—finding clients you are going to serve with your services or products.
  2. Clear branding with distinct USP (Unique Selling Proposition). What your business is about needs to be clear. It really needs to be understood by anyone hitting your pages in 5 seconds or less. Otherwise, bounce-rate will kill you.
  3. Website. Needs to *reasonably* flawless. No excuses here. You can get a website for $50 using a WordPress template, or a decent custom site for $99 / month – or a high-end site for not a whole lot more money. A website today is like buying a new car at 1950’s prices… $1,999 for a new Caddy.

4) Consultant

At some point, way before you consider running any ads, you really should hire a consultant to validate your plans or help you map out a better plan.

There is a huge temptation to learn just enough to be dangerous and then start a FB ad spend.

No matter how many “how-to” blogs you read, your business is unique. And since FB campaigns never come in a one-size-fits-all, chances are the “how-to” helps won’t really help your business.

A good agency will have consultants on deck—a freelancer will not. The great temptation is to begin running adds before everything above is in place. There are $1B plus horror stories on the Internet about business people failing with FB. It’s because someone sees some “how-to” video and tries to execute it for their unique business.

A good consultant or agency will want to validate and advise on your branding, product viability, and ads strategy.

Back in the day, B2C companies selling big brand consumer products simply would obtain free ad copy or free radio copy (spots) from manufacturers. While this still happens today, chances are it’s not happening for you, and surely not if you are in a B2B niche.


The little time you spend on building your foundation or hiring a consultant will give you great confidence for success. And you’ll avoid the frequent pitfalls that leave so many broke and without results.

Need some help? We would be delighed to point you in a profitable direction. 


Editor's note:
This post was originally published:
Last Updated: