We had two clients wrap seven-figure launches this week. And while we’d love to take credit for their phenomenal results, we know there were 5 key things our clients did that ensured their Facebook Ad success.
1. They planned ahead.
Both of these launches were scheduled a full year ahead of time. Both clients also spent the entire year in their business thinking about and preparing for these launches. They identified content that would appeal to their ideal buyer and started sharing it months ahead of their product sale window. They used that content to grow their email lists and bring new people into their audiences.
2. They ran lead generation ads all year long.
Both of our clients committed to their marketing budget and ran ads that would support their launch all year long. This helped in a few ways:
First, we knew exactly where to find the best leads. We’d had months to test audiences and identify which ones performed best so we didn’t need to fiddle around with audience and creative tests during the launch.
Second, these clients were able to nurture their prospective customers over a longer period of time. Both clients were selling products that were between $1000 and $2000. Most people don’t spend that much money on a whim. By connecting with potential buyers earlier, they had more time to earn their trust and confidence.
3. They used video heavily.
Both clients used both long and short form video to reach their ideal customers. They used longer videos (up to 45 minutes) to give value and build trust. They used shorter videos to grab attention and earn clicks. We promoted both types of videos with ad dollars. We used longer videos to help us identify the best people to serve ads to. We used shorter videos for lead collection and sales in the Instagram Feed, Stories & Reels placements.
4. They did the math.
Our clients knew exactly what their cost benchmarks were. They planned their ads budget according to past launches and then we helped them set benchmarks to guide decision making during the launch. They set goals for how many sales they wanted to earn and then we worked backward to identify how many leads we’d need to buy in order to hit those goals. We projected our lead costs and then planned our ad strategy accordingly. We knew that if leads hit a certain price point, we’d adjust our strategy. We knew that we could expect a certain purchase conversion rate, but made calculations for best and worst case scenario outcomes. Both clients blew their goals out of the water. 
5. They didn’t rely on ONLY ads
Both clients recognized that social media ads are only a small part of what makes a launch successful. They had funnels that had been tested before so we knew that they worked. They had email sequences designed to drive sales. They had other sales mechanisms in place too, including text messaging sequences and affiliate programs. No single component could have brought in the seven figures on its own. Not the ads, not the affiliates, not the emails. But everything worked together to take five figures of ad spend and turn it into seven figures of revenue. We couldn’t be happier with the results and our clients feel the same way.
Need help with the Facebook ads for your next launch? Reach out to us to find out if we can help.