I Fixed This Facebook Ad Account In 2 Weeks!

Summary

In this video, Justin from P Advertising shares his strategy for reviving a struggling Facebook ad account. He details a two-step process that includes account consolidation and creative refresh, leading to a 15% increase in sales and a 1.64 ROAS in just 14 days. The approach involved simplifying the campaign structure, focusing ad spend on the best-performing product, and creating compelling ads with AI voiceovers. The success is evident in the client's positive feedback and improved account performance.

Takeaways

• 😀 Justin, the founder of P advertising.com, shares his success in fixing a Facebook ad account in 2 weeks with simple steps.
• 📈 The client's previous ad agency spent $47,000 with a 1.29 ROAS, which was unprofitable and needed improvement.
• 🔄 Justin's agency took over during a 30-day overlap and immediately began optimizing the account to stop further losses.
• 📉 The client had already noticed a significant drop in performance and decided to end the collaboration with the previous agency.
• 🚀 Justin's strategies led to a 15% increase in total sales and a 1.64 ROAS within 14 days of taking over the account.
• 🎯 They focused on consolidating the account, reducing the number of campaigns from 47 to 8 for better manageability and performance.
• 💰 The budget was realigned to prioritize the best-performing product, allocating 80% of the ad spend to it and 20% to test other products.
• 🛠️ A heavy creative refresh was implemented, resulting in new ads that outperformed previous ones, leading to a 12.5% hit rate.
• 📝 The creative process involved researching personas, desires, and product features to develop high-converting ad concepts.
• 📈 The top-performing ad accounted for about a third of the account's spend, indicating a winning ad that could be scaled over time.
• 🔗 For e-commerce or info product business owners looking for a paid ads partner, Justin invites them to book a call with P advertising.com.

Q & A

Who is the speaker in the video and what is his profession?

The speaker is Justin, the founder of P advertising.com, an online marketing growth firm specializing in simplifying online marketing for thriving businesses.

What was the primary issue with the Facebook ad account before Justin's intervention?

The primary issue was that the account was unprofitably scaling, with an ROI that was too low to cover expenses, and the client was losing money due to poor management by the previous agency.

How much ad spend and what was the ROI for the client before the old agency took over the account?

Before the old agency took over, the account had a $24,000 ad spend with a 1.57 ROI.

What was the situation of the account after the old agency had been managing it for some time?

After the old agency managed the account, the ad spend increased to $47,000, but the ROI dropped to 1.29, which was unprofitable for the client.

What was the client's main concern regarding the old agency's management of the Facebook ad account?

The client's main concern was that the old agency was just scaling the account without improving results, making the account a mess and causing unprofitable scaling.

How many live ad campaigns were there on the account when Justin's team took over?

There were 47 live ad campaigns on the account when Justin's team took over.

What was the main strategy Justin's team implemented to improve the account's performance?

Justin's team implemented account consolidation, focusing on the best-performing product, and a heavy creative refresh to improve the account's performance.

What was the result of Justin's team's efforts in the first 14 days after taking over the account?

In the first 14 days, they reduced the ad spend to $12.3 thousand, increased total sales by 15%, and improved the ROI to 1.64.

How did Justin's team approach the creative aspect of the ad account?

They focused on a heavy creative refresh, using AI voiceovers, and creating new ad concepts based on research about personas, desires, and product features.

What was the hit rate of the ad creatives tested by Justin's team in the first month?

The hit rate was 12.5%, meaning one out of the ads tested became a winning ad.

What is the long-term goal for the hit rate of ad creatives in Justin's team's typical account management process?

The long-term goal is to achieve a hit rate of 20% or more, where one out of five ads launched becomes a winning ad.

What advice does Justin give to e-commerce or info product business owners looking for a paid ads partner?

Justin invites e-commerce or info product business owners to book a call with his team at P advertising.com for potential collaboration.

Outlines

00:00

🛠️ Facebook Ad Account Revamp

In this paragraph, Justin, the founder of P Advertising, introduces his online marketing firm's success in spending $10 million profitably for clients and shares his experience in fixing a problematic Facebook ad account in just two weeks. The account, previously managed by another agency, had a dismal ROI of 1.29, which was significantly below the break-even point for the info product client. Justin outlines the initial state of the account, the client's frustration with unprofitable scaling, and the immediate actions taken to address the situation, including a 30-day overlap period and a decision to take control of the account due to worsening results.

05:02

📉 Unprofitable Scaling and Campaign Consolidation

This section details the issues with the previous agency's approach to scaling the ad account unprofitably and the overwhelming number of campaigns—47 live ad campaigns—running concurrently. Justin explains the importance of optimizing for a higher ROI before scaling and criticizes the lack of a clear strategy from the previous agency. The paragraph concludes with the actions taken to consolidate the account, reducing the number of campaigns to eight, and refocusing the ad spend on the best-selling product, which was previously underfunded at only 50% of the budget.

10:04

🎨 Creative Refresh and Ad Performance

The third paragraph discusses the creative refresh strategy implemented to improve ad performance. It highlights the lack of creative work by the previous agency and the subsequent focus on producing new ads with AI voiceovers to revitalize existing content. The new approach led to the creation of a top-performing ad and a 12.5% hit rate for tested ads. The paragraph also outlines the research process undertaken to understand the target audience's desires and the development of ad concepts that resonated with these desires, resulting in higher conversion rates.

15:05

📈 Account Optimization and Future Outlook

In the final paragraph, Justin summarizes the account's transformation, emphasizing the consolidation of the ad structure, reallocation of the budget to focus on the winning product, and the heavy creative refresh based on thorough research. The account now has a simpler structure, is more profitable, and is easier to manage. Justin expresses his enthusiasm for continuing to work with the client and promises to provide updates on the account's progress. He also invites viewers who are e-commerce or info product business owners to book a call with P Advertising for marketing assistance.

Keywords

💡Facebook ad account

A Facebook ad account is a platform where businesses manage their advertising campaigns on Facebook. In the video, it's the central focus as the speaker, Justin, discusses how he improved the performance of a client's ad account by implementing new strategies, which is integral to the theme of online marketing optimization.

💡ROI (Return on Investment)

ROI is a financial metric used to measure the returns of an investment relative to its cost. In the context of the video, a low ROI indicates that the ad spend is not generating enough profit, which was a problem Justin aimed to solve by increasing the efficiency of the Facebook ad account.

💡Online marketing

Online marketing refers to advertising and promotional efforts that use the internet and email to drive direct sales via electronic commerce websites. The video's theme revolves around simplifying online marketing to elevate businesses, as demonstrated by the case study of the Facebook ad account.

💡Account consolidation

Account consolidation in the video refers to the process of reducing the number of active ad campaigns to simplify management and improve focus. Justin mentions reducing 47 live ad campaigns to eight, which was a key strategy in turning around the client's ad account performance.

💡Product focus

Product focus denotes concentrating marketing efforts on specific products that are performing well. In the script, Justin explains reallocating 80% of the ad budget to the best-selling product, which was a pivotal move in enhancing the account's ROI.

💡Creative refresh

A creative refresh involves updating or changing the visual and textual content of ads to rejuvenate the marketing message. The video describes how Justin's team created new ads with AI voiceovers and fresh concepts, which significantly improved the account's performance.

💡AO model

AO stands for 'Automatic Optimization', a model in Facebook's ad system that automatically optimizes ad delivery for the best results based on the campaign's objective. The script mentions testing an AO model as part of the new strategies implemented in the ad account.

💡CBO model

CBO stands for 'Cost-Break-Objective', a strategy where ad spend is increased only after achieving a certain ROI threshold. The video discusses using a typical DCT (Dynamic Creative Test) under a CBO model, which is part of the optimization process.

💡Hit rate

In the context of the video, hit rate refers to the percentage of ads that perform well and meet the desired Key Performance Indicators (KPIs). Justin mentions a 12.5% hit rate, indicating that one out of the eight tested ads became a winning ad.

💡Persona

A persona represents a specific type of customer or user that a product or service is designed for. The script describes how Justin's team identified and targeted specific personas interested in the client's master classes, which is crucial for creating effective ad campaigns.

💡Desire research

Desire research involves understanding the wants and needs of potential customers. In the video, it is part of the process to create compelling ad headlines and concepts that resonate with the identified personas, which is key to the success of the ad campaigns.

Highlights

Fixed a Facebook ad account in 2 weeks using two simple steps.

Founded P Advertising, specializing in simplifying online marketing for thriving businesses.

Spent $10 million profitably for clients and consulted over 160 clients.

Account performance review showed a decrease in ROI from 1.57 to 1.29 with increased ad spend.

Client's concern about unprofitable scaling and lack of understanding in the account.

30-day overlap period where the client took control of the account due to dissatisfaction.

Achieved a 15% increase in total sales and an ROI of 1.64 in 14 days post-intervention.

Significant improvement in Blended ROI, nearing a healthy state of 2.

Consolidated the account structure by reducing 47 live campaigns to 8.

Focused ad spend on the best-selling product, allocating 80% of the budget.

Introduced a creative refresh with AI voiceovers and new ad concepts.

Developed a research process for persona building and desire enhancement.

Created high-converting ad concepts with a 12.5% hit rate.

Optimized ad account for better understanding and profitability.

Provided a clear strategy for scaling ad accounts profitably.

Offered a call to action for e-commerce and info product business owners to book a consultation.

Invited viewers to check out more marketing tips on the channel.

Transcripts

I fixed this Facebook ad account in 2

weeks only with two very simple steps

that I want to share with you in today's

video now if you're new to the channel

you don't yet know who I am my name is

Justin and I'm the founder at P

advertising.com an online marketing

growth firm specializing in elevating

thriving businesses by simplifying

online marketing now over the last year

we spent profitably right around $10

million for our clients and we've now

had the chance to work and consulted

with with over 160 plus clients at the

agency with that being said let's get

straight into today's video as the title

says it I fixed this Facebook ad account

in 2 weeks now I want to take you back

to the old agency that was handling the

S account before we came on board so

here's the beautiful work that they did

and again no shame everybody has their

own processes but sometimes I do see a

few scenarios and some ad accounts that

just make me cringe and die inside a

little bit and that was one of those so

the old agency got this account from

this so that was the state of the

account before the agency took it on so

ail of this year headling the account

$24,000 in ad spend about $388,000 in

purchase conversion value 1.57 roas that

was the before okay and keep in mind

that this is an info product client they

need to be slightly above one

technically in order to have some form

of a break even they want to be closer

to two Okay so keep that in mind so they

got the account from 24,000 in adpen at

1.5 roas to a 1.29 Ros at

$47,000 in ad spend now you might be

asking me Justin why are they scaling

when the account is actually going down

I don't know this was actually the exact

problem that the client had brought up

on a demo call with myself on the month

of May they're like hey look this agency

right now is just scaling and scaling

the account nothing's happening they're

scaling unprofitably I don't understand

anything in the account it's a mess

we'll get to that in a second but what

ended up happening is the client decided

to sign with us before yet announcing

that a set agency they would depart so

there's like a 30-day overlap where we

were on pause waiting to fully on board

our new C and she had shared this

message to us on slack right so in June

itself it's like hey you know I hope you

guys had a relaxing weekend I wanted to

give you guys some updates on my current

ad account status I did a summary of the

numbers for this month the results are

not looking good at all actually very

bad the agency is basically losing me

more money since the ROI is so low and

does not cover my expenses I decided to

officially end the collaboration with

them and take control of the account so

in other words she had given them a

30-day heads up but now she's like hey

look let's stop it right now I'm taking

care of the account like this is just

going from bad to worse in the meantime

I did some optimization didn't want to

make any you know heavy changes last two

days had very poor results hard to tell

if the campaigns aren't working well

because they haven't spent enough to

generate sales additionally I noticed

some small you know mistakes there's

some mix in the test what do you guys

recommend I do so we ended up telling

her a little bit about what to do with

the account before we officially took

the account on board about 2 weeks later

or so as we had set the onboarding date

with that said client and now in our

last 14 days the results are looking

like this the last 14 days we've spent

about $12.3 th000 which puts us back

slightly above the Run rate prior to the

old agency coming on board so we did

very we we scaled the ad spend a little

down but more than what it was before we

on track spent about 25 $26,000 on a

monthly basis right now so slightly

better than what it was in April and if

you look at it even by dropping the ad

spend this much we're up 15% in total

sales and if you look at roas we're at

1.64 now the client also likes to keep a

track of Blended rollas which is total

Shopify sales divided by total ad spend

because Facebook is the primary sales

channel for this business I mean most of

their sales come from Facebook they do a

little bit of email but as she was

telling us that a lot of the sales via

email are typically people that first

came from Facebook and then kind of get

recouped by those emails in itself so if

you do the math from Shopify total sales

to what's in ad spend on the ad account

we're close to two at this point so much

healthier state of the account and what

what are the differences that have led

to that well before I go into that

here's now the messages that I

personally love seeing on slack from a

client so now she's coming back to us

hey everyone sorry for the late reply

have been receiving email notification

blah blah blah I've been watching the

sales and aside from Sunday we've seen a

very great Improvement which I'm very

happy about and then thank you you know

to one of our team members I can see

that we're in the right direction great

work and then 3 days ago again these are

great news Coss crossing fingers that we

continue moving upwards every day it's

been looking better and better and

better by the day and we're now slowly

increasing ad spend once again on this

account so what went wrong before and

what did we do to fix this account well

how did that happen right number one

account consolidation and product Focus

one thing I'll say is I don't know what

was the methodology of the previous

Agency on this account but what I can

tell you is that number one they were

profitably or unprofitably I should say

scaling an ad account which I personally

would never do in this case like don't I

always kind of think about it that way

right if you as an hypothetically

speaking you want to be at about 1.5 Ras

while you spend about $50,000 a month in

ad spend right cuz you're going to have

more purchase volume if you spend more

on ads so you can afford to have a

slightly lower roll ass okay so let's

just hypothetically say that you want to

get a 1.5 roow ass with 50 Grand a month

in ad spend well if you're currently

spending hypothetically saying $25,000 a

month in ad spend and you are at a 1.3

Rass well chances are if you double the

ad spend roas in no way is going to then

proportionately go up it's actually if

anything going to go down so if you're

at $25,000 a month in ad spend and you

want to get to again you're you're at a

current 1.3 your goal is to get a 50

Grand a month and AD spend it with a 1.5

then you should probably optimize the ad

account to get you a 2X roas at about

$25,000 a month in ad span and then

you'll know that hey if I scale this

account I've got room for roas to then

go down as I scale this account because

I'm more profitable now than what I need

to be at scale so with that being said

looking into it this is the whopping

amount of campaigns that these guys were

running before we came on board actually

it's BL BL out the number right now but

I can confirm it to you it's 47 47 live

ad campaigns on this account I am

telling you when we audited this account

we're like hey look you know Mrs Mrs

clein Right I was like do you know why

they have that many campaign you know

what is the logic behind all the

campaigns on the account she's like no

like I've been trying to get on a call

with the agency I've asked them many

times to like explain to me what was the

the the logic behind having that many

campaign I don't understand what's going

on I don't know why we have this many

campaign I feel like the account is over

the place and it stresses me out because

I know that the results aren't good and

if I open the account I can't even get a

clear read on what's happening with the

ad account 47 live ad campaigns in the

month of June okay whereas now in the

last 14 days we have eight campaigns up

and rolling okay eight campaigns on the

account so we've dramatically lowered

the amount of campaigns that we've had

on the account now considering the old

agency also had a couple traffic

campaigns running on the ad account

itself I will consider the fact that our

outbound CTR did do pretty good all

considered we're up from a month over

Monon perspective from sales campaigns

like we're at 1.15% they were at 1.1

obviously A Little Less ad spend so I'll

I'll give them that but they also had a

lot of traffic campaigns again in that

mix so con heavy consolidation of the

account we're like look let's just have

one campaign per product or try and have

close to one campaign per product in

this case one of the uh product that

this client sells one of the master

class that they sell actually has two

campaigns up and running on our side

right now second thing that we also did

is just a changing the product Focus

based on a budget perspective I don't

know why but once again when looking

into the previous agencies ad account

they were uh running about 50% only of

the ad accounts ad spent to the

bestselling product and going on the

website we would see that by far sales

of one product of that client really

exceeded any other uh sales of other

products and we asked that client we're

like hey do you have any like specific

sales objectives do you absolutely need

to push one product over another she was

like well not really like hly I can just

decide which one to push more than the

other does not really matter it's not

like I have stock right those are

digital products we're like well why

don't we focus more Budget on the one

product that really works on this

account which is what we did we

allocated about 80% of the ad account's

budget that a one-inning product the one

winning master class that this client

had and 20% to testing other products

that this client had I'm also happy to

report that the top three campaigns of

the account itself are three new

campaigns that we had launched on this

account which two of them actually or

one of them follows our typical uh DCT

kind of CBO model two of those follow

more of an AO model which is something

that we're testing right now it's still

DCT model by the way it's still Dynamic

creative test just under an AO format

instead of a CBO so again it's still

broad targeting um broad targeting with

only demographics being limited focuses

on the creative side but just testing an

AO on that font which is again something

that we've been testing for a little bit

we also kind of tested an advantage flaw

shopping Campaign which didn't do as

well as we expected actually on this

account you can also see that from a CPM

perspective in itself that we had a much

lower CPM on um our quotequote manual

accounts although I'll give it to that

campaign even though it spent a lot less

money um click through rate was actually

better on that campaign versus our

typical DCT campaign so that was step

one just consolidating most of this ad

account structure step two it's a

creative Focus okay that was another

thing too when we came into the account

we've analyzed the last 3 months and

then we kind of asked the client is the

agency producing creatives because right

now it just seems like the same

creatives have been running for about

three months they're just switching them

from different campaigns they're testing

traffic versus engagement versus

purchases the ad account just gets more

and more complex whereas there's barely

any creative work done and we're using

the same post IDs with the same ad

copies for about 3 months she's like no

that's another thing too I've been

trying to tell them there's not a lot of

creative work being done we're really

just focusing on media buying media

buying media buying in order to turn

this account around and they promised

that they were going to do some

creatives and I don't see that I was

like okay well let's start and focus on

that and when I looked into it right

it's just kind of one the first step we

did um or the second step that we did I

would say in this in this process is the

heavy creative refresh which right now

all of the best ads of the account for

the last 14 days have been our ads like

our ads have dramatically outperformed

any other ads on the account what we did

first and foremost while we were getting

new ugc up and rolling with some of our

own content creators is we took some of

the assets the client already had and

did AI voiceovers which is one of the

easiest kind of manipulation we do

coming into an account is in order to

favoritee like speed what what we're

going to be doing is we're going to take

all of the current like winning ads uh

raw content put them together in a

folder we're also going to download some

stock content so some stock video and

such if possible or applicable for a

client some clients we don't even need

to do that then we're going to create an

ad script that we for for like a

specific narrative that we want to push

we're going to get an AI voice over that

sounds incredibly humanlike to do this

AI voice over and then we're going to

actually creates a kind of a mashup of

all of these content pieces that we've

had together with the AI script adding

subtitles and effects on screen which

pretty much creates a whole new video

concept at this point that's what we did

to favor IE again speed now is like our

top ad the second best performing ad you

can kind of see it a little bit right

here this actually was a static creative

that we've had um and then the third one

again is a video in itself but that

first one that you see right here we've

had like different iterations of it and

it's just been performing okay it's been

our best add so far on the account since

launching it now we took this client

with our creative strategist through our

typical research process process when

unboarding a new account so it all

started off with researching more about

the different personas that this account

had I've uh removed a couple of steps of

our process here because if I did share

that it' be a lot of private info to

share but we kind of identifi specific

personas that might be interested into

these master classes which we've

identified here on our left column then

we listed out the more the most kind of

likely would be um Mass Market desires

her uh Persona as well as kind of

enhancing or developing this Mass Market

desire so I want two statements right I

want to create perfectly fitting

garments for myself and my family which

is actually our best mass Market desire

on this account so I can avoid the

frustration of ill-fitting clothes so I

can feel confident and comfortable in

what we wear so I can take pride in my

sewing skills and showcase my right so

we did our Mass Market desire research

then we did a research about the said

products in themselves so listed out all

the features now the next step that we

actually did was to list out all the

features of every single core Master

Class of product that this client

offered talk about why these features

included and enhancing and once again

developing these features to really

understand why these are included and

what's the actual true benefit to the

consumer at the end of the day and

matching those with some of our

strongest Mass Market desires that we've

identified and then after we got through

that we started developing some headline

examples for that client so using

specific patterns that we like to use in

our ads such as you know measuring the

size of the claim time Authority in the

claim stating the claim is a case

history so some of the headline examples

that we've had you know from novice to

expert pattern maker and in weeks Master

Class by Renown fashion Couer industry

secrets from the master pattern maker so

on and so forth right and at once we've

done that we got to the drawing board

and actually mapped out our ad creatives

so in that first month we roughly

produced about 13 or so ad creatives

we've only tested about eight so an

average roughly two a week and we found

really one winning ad in that time

period so 12.5% hit rate so far I mean

if we consider every single ad we

produced if we kind of remove those all

things and with all the ads that we've

tested so far that would put us at about

a 12.5% hit rate which means one again

out of the ads that we've tested so far

has been a winning ad the rest are

outside of kpi now for typical account

we'll try and optimize anywhere between

20% or more in hit rate which means we

want to get to a point with a client

account where one out of five ads that

we launch end up becoming winning ads

how do we do that we do that number one

through time and volume in a sense where

we know that the more of these creatives

that we test the more patterns we can

start noticing so we might notice that a

specific headline pattern might make

more sense for an ad we might start

noticing that a specific mass Market

desire is better than others right now

we've only been focusing on testing like

one main Mass Market desire we might

notice that specific awareness levels

and positionings are better than others

uh that specific personas perform better

than others or creative types and all of

these elements that we didn't notice we

can plug and play together and then

create if you want like a super ad right

based on these winning patterns notice

on an account but that's also with a

thorough research process like this it

allows us to not have that hit rate be

zero in the sense where like most

clients will be able to find a winning

ad within about month and a half maybe

two months like at most we able to get

that locked in which is an ad that can

sustain a certain amount of AD Spin and

can be scaled through time which right

here you know this one ad variation once

again with like its different iterations

got give or take a little bit more than

a third of the ad account spend for this

time period which again all things

considered it's a pretty good sign of an

ad being a winning ad so recap

everything here and honestly this is

what we do for most clients that come to

us in dist stress it's a lot of them

have a very Messier complicating ad

account structure so here we've

Consolidated this account structure

we've better reallocated the budget on

this account itself to focus on their

winning product so 80% of the budget on

that winning product versus 20% on other

sub products of uh the their store and

then heavy created refresh following our

research process starting with desire

research then Persona building then

product performance matching that with

specific desires on the accounts

creating our headlines and then ending

up with creating High converting ad

Concepts putting us at a current 12.5%

hit rate so we're left with this first

couple of weeks with one winning ad a

simpler ad account much easier to

understand More Money More profits

everyone's happy I'm definitely looking

forward to keeping working with this

client and we'll update you guys as time

goes by with that being said if you made

it this far in the video and you are

either an e-commerce brand owner or an

info product business owner wanting to

part with the paid ads partner on

Facebook Google and or Tik Tok then

click the link down below to book in a

call to speak with our team at PID

advertising.com today on that not I'm

going to invite you guys to check out

more videos on the channel for some more

useful marketing tips and I'll see you

in the next one peace