Introduction
Hey, Ben here.
Over the years, my agency HeathMedia has helped over 1000
businesses. From E-commerce Brands, Agency Owners, Online
Coaches, Service Businesses & Media Buyers in multiple
industries.
We’ve also managed budgets as little as £20 per day to £1M per
month in ad spend. And I've seen firsthand what works (and what
doesn't) in the ever-evolving world of Facebook advertising.
In this short guide, I will share with you 5 secrets that allowed me
and my team to generate more than £200M in sales combined for
myself and my clients.
So let's jump right in, shall we?
Secret #1: Ad Creative Is King
I've seen it time and time again: despite all the updates Facebook
throws our way, nothing beats a brilliant ad creative. A great ad can
really take your business to the next level and get you more
customers than you can handle.
A great ad should do three things: grab your attention, tell a story,
and get you to take action.
We want something that stops people from what they’re doing right
now and have them stare, thinking, "Wow, I need to see this!"
Now, most people think a good ad is just about the visuals. Sure, a
stunning image or a slick video can catch eyes, but it's the feeling,
the message, the connection that turns a viewer into a clicker, and a
clicker into a customer.
And with Facebook's smart algorithms, a killer creative goes even
further, pulling in the right crowd to make a purchase.
a. User-Generated Content, or UGC for short
What we’ve seen work well for our clients is User-Generated
Content, or UGC for short, especially for e-com stores.
This type of ad slides right into your audience's feed without a hitch,
perfectly mimicking what they're already seeing from friends and
family.
The beauty of UGC-style ads is that they don't scream
'advertisement!' This subtlety makes them way more engaging,
because they come across as genuine rather than salesy.
If you haven’t tried this style of ad yet, I recommend you do. It’s so
powerful.
Case Study #1: Wildwoods - E-Commerce Brand
https://shopwildwoods.co/
This company sells durable outdoor clothing. Think intense rock
climbing, skiing, snowboarding, hiking and camping activities.
They reached out to us because they had no prior knowledge about
running ads and they didn’t know how to go about targeting the
different audiences they have.
We helped them implement a creative ad strategy and used the
power of UGC ads to take Wildwoods from $0 to $40k per month
(almost $500k ARR - Annual Recurring Revenue) all in the first 60
days!
Here’s what the owner Crystina had to say :
“Working with Heath Media has been an absolutely wonderful experience. We have
been through our fair share of ad agencies, all of them overpriced and leading
to huge disappointments. The team at Heath Media is extremely knowledgeable
when it comes to Facebook ads. They take care of everything from start to finish.
They always listen to my concerns and assist with helpful solutions. They are quick
to respond, and give really insightful loom updates that give us an overview of
the health of the account. All we do is send ad creatives, ideas for copy, when
we want to launch and they take care of the rest. I am amazed at how much my
business has grown in the short time we have worked with them. We will forever be
a client of Heath Media. I would give 10 stars if I could! Thank you for getting Wild
Woods on the map. We wouldn’t be where we are today without you guys!”
Click HERE to work with us
Click HERE to join the mentorship program
How To Find Ideas For Winning Ad Creatives:
If you’re not sure what type of ads will work best for your business, I
always recommend taking inspiration from your competitors.
Have a look inside Facebook Ads Library. Pay special attention to
the ads that have been running for a while (3 months or more). If an
ad has stood the test of time, it's likely that it’s working well
otherwise your competitors wouldn’t be running it for that long.
Secret #2: Master Retargeting
Retargeting campaigns are one of the most important campaigns
you can ever create to boost your revenue.
Think about it like this; it's kind of like bumping into someone you
met at a party again.
You know, you had a good chat, but then you went your separate
ways. Now, imagine you've got a second shot to impress, but this
time around, you've got a bit of an ace up your sleeve because you
remember what they were into.
It's like saying, "Hey, remember how we hit it off? Let's actually
do something about it this time."
That's retargeting in a nutshell, it's our way of making every visit
count and turning those maybes into definitelys.
When executed the right way, retargeting campaigns can
significantly boost your conversion rates and maximize the impact
of your ad spend.
How To Do Retargeting The Right Way
Retargeting is like having a few different conversations depending
on where someone’s at in their journey with you.
Think of it as crafting the perfect follow-up for every type of
interaction someone has had with your brand.
First off, there's the people who've visited your website. This is
your chance to remind them what they're missing out on, making
the message so tailored and tempting that they can't help but come
back for more.
Then, you've got your email list. These are the people you can get
really personal with, offering them exclusive deals or updates that
make them feel special.
And don't forget about your social media engagers. They've
already shown they like what you're doing. Now's the time to
deepen that connection. Show them you've noticed them by
retargeting with content that resonates with their previous
interactions.
And for the people who run an e-commerce store, there's
something called dynamic product retargeting. Use this as it’s
extremely powerful. You can retarget people who have previously
viewed or placed an order in their carts. It’s like reminding someone
about that pair of shoes they looked at but didn't buy.
And if you say "Hey, were you still interested?" Often, that's all it
takes to seal the deal.
Case Study #2: (Huge E-commerce Sports Brand)
Can’t mention the name of this brand because we signed an
NDA
Before they teamed up with us, this big ecom sports brand was
doing okay. They were spending about $24k each month from
March to July, and bringing in around $47k monthly at a 1.94X
ROAS. (Return On Ad Spend)
Then, they decided to give our Done-For-You FB ad service a shot
in August.
So, we worked on revamping their entire retargeting strategy and
focused on aggressive scaling.
Fast forward six months, we've turned $574k into $1.4 million
at a 2.47X ROAS.
So, not only did we bump up their ROAS from 1.94X to 2.47X while
going big on scaling, but we also shot their monthly revenue up
from $47k to $233k in just half a year.
And guess what? We're just getting started.
Want similar results for your business?
Click HERE to work with us
Click HERE to join the mentorship program
Now…it's crucial to be strategic about how much retargeting you're
doing. Too much, and you're that annoying friend who won't stop
calling; too little, and they might forget you.
It's all about finding that perfect frequency.
A lot of people think retargeting is just about blasting everyone with
the same message.
But that's not it at all. It's really about being smart and considerate,
understanding exactly where each person stands with your brand.
Crafting retargeting campaigns tailored to each individual's journey
with your brand makes every message feel personal, impactful, and
drives more sales.
Creating Retargeting Campaigns For Scale:
When setting up your retargeting campaigns, tailor them to different
groups based on their interactions with your brand.
This means crafting specific messages that meet them right where
they are in their buying journey.
And remember, don’t just hit publish and forget about it.
You've got to keep a close eye on how your campaigns are
performing, tweaking and testing along the way. Use A/B testing to
refine your approach, ensuring you're always hitting the mark as
effectively as possible.
Secret #4: Post-Purchase Campaigns Can Skyrocket Your
Revenue
You've put in the hard work, invested in ads, and finally landed a
sale. Now, the real game changer for your business is getting those
buyers to spend more.
They already trust you and love what you offer, so it's key to keep
engaging them with more of what they like to boost your Lifetime
Value.
Consider campaigns with offers related to their past purchases,
exclusive deals, or loyalty points for their next buy. This approach
not only secures another sale but also helps you build a loyal fan
base.
How To Get More Revenue Out Of Your Customers
The real opportunity lies in maximising the revenue from each
customer.
It's all about deepening that relationship and offering more value,
making sure every interaction leads to increased spending and
loyalty. Implementing some of these strategies will boost your
overall revenue and ensure long-term growth.
Consider:
● Cross-Selling: Suggest items that go great with their last buy,
tempting them back for more.
● Exclusive Offers: Who doesn't like feeling special? Give your
repeat customers first dibs on sales or new launches.
● Reviews and Referrals: Happy customers are your best
advertisers. Encourage them to spread the word.
● Loyalty Programs: Reward their repeat business with perks
that make sticking with your brand a no-brainer.
● Feedback and Surveys: Show you care by asking for their
input, then use it to make your products even better.
Case Study #3 - Society Fashion Week
https://thesocietyfashionweek.com/
This company organizes exceptional fashion events across multiple
cities, including New York, Los Angeles, Dallas, and Miami.
They reached out to us because they wanted to sell more tickets for
their Fashion Shows.
Before they got in touch with us, they were struggling to break past
1X ROAS. After costs, they were in the red, and ticket sales weren't
hitting the mark.
Once we started working on their campaigns, things took a sharp
turn for the better.
We’ve used a post-purchase campaign strategy to take their ROAS
up to 4.51X, pulling in nearly $70k in ticket sales.
Now we are spending just $5k a month and we're bringing in about
$23k monthly for them.
Safe to say, our client is thrilled with the results. They couldn't be
happier with how things turned around.
Click HERE to work with us
Click HERE to join the mentorship program
Secret #4: Understanding Customer Journey Is Key To Boost
Your Profits
Ȩffective advertising is all about delivering the right message to the
right audience at the right time.
Your messaging needs to match where your audience is in their
customer journey.
We’ve used this same setup to generate millions for our clients.
We divide our strategy into three main stages: Top of Funnel,
Middle of Funnel, and Bottom of Funnel.
1- Top of Funnel: Awareness
At the top of the funnel, your audience is typically
in the awareness stage. They might not be familiar with your brand
or its offerings. Your goal here is to grab their attention and make a
positive first impression.
You have both problem-unaware and problem-aware people.
Both of them need different messaging.
Problem unaware people often need more warming up and
education on the problems they may be facing.
Below are some great examples of messaging for
problem-unaware audiences.
● Educational Content: give them informative content that
addresses their pain points and interests. This might be in the form
of blog posts, videos, or infographics.
● Brand Storytelling: Share your brand's story, values, and
mission to create a connection. Show them why your brand is
unique.
● Engagement Ads: think polls, quizzes, or surveys. This will make
people engage and interact with your brand. You’ll also gather data
and understand your audience’s preferences and behaviour.
Now, for those who know they've got a problem (problem-aware)
but don't realize you're the solution they need, that's where your
messaging steps in, bridging the gap between their problems and
your solution.
You can be far more direct in your messaging here. I would
recommend using a “problem > solution” style messaging and the
“callout” approach to talk directly to your prospects and their issues.
Your goal here is to make them aware of your product/service as a
solution.
2- Middle of Funnel: Consideration
In the middle of the funnel, your audience is exploring their options.
They're considering your products or services but may still be
comparing them to others. That’s why we need to create campaigns
that showcase:
● Product Highlights: Talk about the key features and benefits of
your offer, explain how it solves a specific problem.
● Customer Testimonials: Social proof is extremely powerful.
Share success stories and testimonials from satisfied customers.
● Webinars or Demos: Offer in-depth information through
webinars or product demonstrations. This helps prospects
understand your product better.
3- Bottom of Funnel: Decision
The bottom of the funnel is where the conversion happens.
Your audience is ready to make a decision, and your messaging
should facilitate this process.
So focus on ads with:
● Exclusive Offers: Provide discounts, bonuses, or limited-time
promotions to encourage immediate action.
● Urgency and Scarcity: Create a sense of urgency by
highlighting limited stock or limited-time to act.
● Trust Signals: Increase trust by telling them about your
money-back guarantees or secure payment options.
Case study #4: - George Rings
https://georgerings.com/
This brand is created by two sisters who love 18k yellow gold. They
sell ethical and luxury jewelry.
Before they came to us they were doing 0.58X ROAS.
In the first month we’ve worked together, we’ve implemented the
correct ad strategies for the different stages of the customer journey
and we took them to 5.82X ROAS in just 30 days.
Literally 10xing everything for them
This client simply asked us to help them break even then aim to go
profitable but we shot right into profitability.
We took them from $2,000 in monthly sales from Facebook, to
a run rate of $200k/yr from Meta ads alone.
Click HERE to work with us
Click HERE to join the mentorship program
Secret #5: Beyond Ads – Maximizing AOV, LTV, and
Conversions
Think of your business as a big puzzle. Advertising is just one piece
of it. To really get the most out of your ads, you've got to zoom out
and look at the whole picture.
Metrics like Average Order Value (AOV), Lifetime Value (LTV),
profit margins, and website/funnel conversion rates are key
when it comes to getting the best out of your ad spend.
Investing in ads without optimizing your product and sales pages, or
not understanding your customer's lifetime value, means you're
likely wasting money.
It's important to not just focus on ads but also improve:
AOV and LTV:
So, AOV is basically what it sounds like - the average amount
people spend when they buy from you. To get that number up, you
can encourage a bit more generosity at checkout, maybe by
suggesting they add something extra to their basket or showing
them something else they might like.
LTV, or Lifetime Value of a Customer, is the total amount a
customer is expected to spend with your business throughout their
relationship with you.
How to improve LTV? Keep your customers happy and coming
back. Happy customers stick around, and that's good for business.
Profit Margins:
Chasing revenue is great and all, but let's not forget about profit
margins. It's smart to figure out which of your products or services
are bringing in the most cash and then push your ad budget their
way.
Bigger margins mean you can afford to spend more to bring in new
customers, without hurting your bottom line.
Website and Funnel Conversion Rates:
To really give your ads a boost, make sure to optimize you website
and your sales funnel.
Think about adding content that grabs attention, visuals that keep
eyes on the page, and clear next steps that people can't help but
follow.
We want to turn them from 'just looking' to 'take my money' as
smooth as butter.
Also, keep testing different approaches with A/B testing. It's like
fine-tuning your recipe based on what your dinner guests love most,
turning more visitors into regulars at your table.
By optimizing your AOV/LTV, improving your website conversion
rates, and increasing your repeat customer rate, you'll not only
maximize your advertising ROI but also build a sustainable and
thriving business.
Case Study #5: Ally Armitage - Ezili Swim
https://www.eziliswim.com/
This brand sells luxury and elegant swimwear.
Before teaming up with us, Ally’s cost per purchase was a hefty
£41.14. Considering her breakeven cost per purchase was £38, the
business wasn't sustainable for her.
After an initial audit, we quickly discovered that the problem was in
the funnel rather than the ads.
86% of the people who added items to their cart didn't end up
making a purchase. So we worked on optimizing her checkout
page.
We added things like free shipping, showcasing testimonials,
featured on (as she has a lot of celebrities wearing her products) we
also added trust badges such as Visa, Mastercard etc which
brought thercart abandonment rate down.
In the span of 3 months we’ve helped Ally go from barely breaking
even to achieving 10X ROAS
Click HERE to work with us
Click HERE to join the mentorship program
Your Path To Success:
I hope this guide has given you valuable insights that you can
directly apply to your business
Now I understand that sometimes achieving steady, predictable
results with Meta Ads can be challenging. Especially with all those
algorithm updates and the constant rollout of new features.
Staying up-to-date with advertising trends is key to getting ahead of
your competition.
This is why I recently started a new mentorship program where I'm
helping Ecom Brands, Agency Owners, Online Coaches, Service
Businesses & Media Buyers take their ad results to the next level.
In our program, we thoroughly review your ad account and tell you
exactly what’s working and what’s not.
More importantly what you can do RIGHT NOW to improve your
results quickly.
So, whether you're looking for more sales, more leads, or
confidence in running ads profitably, my mentorship program might
be just what you need.
Here’s the link to check it out
Joining our mentorship program is by exclusive invitation for two
reasons:
1- We can’t help every business. So first we’d like to learn more
about what you do first and see if we can help. Then, if we’re a
good fit, we’ll invite you for a chat to explore how we can support
your goals.
2- You'll gain DAILY access to me and my team, experts who have
generated millions in online sales, Monday through Friday. This
means we can't open the doors to everyone. Just a select few to
maintain high-quality, personalized feedback.
So if you’re still interested here’s the link again:
www.admasters365.com/email
And if you'd prefer us to manage and scale your Meta Ad
campaigns then you can apply to work with us HERE
Here are more results we achieved for our clients:
We handle everything from the strategy, scripting, video editing,
creative design, and copywriting. We also create personalized
campaigns depending on your business type so you can scale with
ease.
Click here to connect with us
Or just type in this link in your browser:
www.heathmedia.co.uk/strategy
And whether or not you decide to work with us, I wish you the
utmost success in your advertising efforts.
I'll continue to provide the latest tips and advice on my YouTube
channel: Ben Heath
Thanks for placing your trust in me and for sticking around till the
very end.
Ben Heath