March 25, 2025
Are you ready to run Meta ads? In the very first episode of Bringing Simplicity Unfiltered, Greta (founder, and the one obsessed with data, tech, and automations) and Judy (CEO, who loves people, operations, systems, and sales) get real about how we decide whether a coach should run ads at all. Because surprise, we don’t work with everybody, and we will tell you if we think you’re not ready.
Our goal is to make you lots of money with a really high ROI. That means looking at your offer, your audience, your social presence, and your follow-up before a single dollar goes into your ad budget. Here’s the full breakdown.
A lot of agencies will just say “let’s do it, who knows what’s going to happen.” We want to set you up for success. If you’re not in a position where running ads makes sense, we’re going to say so. It starts with two questions: Do you know what you’re selling? And do you know who you’re selling it to?
The first thing we evaluate is whether you have something to sell, and whether you’ve sold it, even a little bit. If you’ve never sold it, you don’t know if somebody’s going to buy, so it’s good to have some baseline data first.
We also look at your capacity. If your goal is to sell 20 seats for the entire year, that’s about two seats a month, and running ads may not be worth it. There might be better ways to get you the best ROI.
From there, we dig into the things most media buyers never ask about:
You’ll see people running low-ticket offers where they break even, or barely make money, on the front end. That can work, but only if you understand the lifetime value of that customer. We don’t want to just spend money to make no money.
You also need to know how long it takes from when someone meets you to when they buy. If your buyer cycle is six months, your cost per lead isn’t cut and dry, because you’ll keep spending on ads before that person converts. And don’t forget the cost of delivering your program, like hiring a mastermind concierge or other staff, because that cuts into your profits too.
When someone sees your ad, they’re going to go to your profile. That’s the reality of today’s world. If you haven’t posted in weeks or months, it decreases your authority and decreases trust with your lead.
We define consistent posting as at least three times per week. We’re not the people who say you need to post twice a day. But we typically want to see at least a month’s worth of posting before running ads. At three posts a week, that’s 12 posts, which is about one scroll of Instagram.
There’s a new guru, coach, or expert popping up every two seconds. When people find a new podcast or YouTube channel, they want to know if you’re going to stick around and grow with them. Russell Brunson has said he didn’t even look at who was watching his podcast until around 50 episodes in. We do this subconsciously with everything, even a new beverage at the grocery store that might disappear. So your first round of ads isn’t necessarily going to be a slam dunk. People are waiting to see if you’ll stay consistent.
You don’t need your entire customer journey figured out before running ads. But you do need at least the first week of touch points ready, with at least three ways you’re adding value. That means having at least three emails written, prompted, and scheduled.
Without those touch points, you can’t tell when you need to make changes, and you don’t know where to guide people, especially if you have more than one offer. We can get you all the leads you want, but if you’re not nurturing those leads, there’s nothing we can do for you.
Your low-ticket offer is like the Costco chicken. Costco doesn’t make money on its five-dollar rotisserie chicken, and it puts it in the back of the store so you walk past everything else. Now imagine your landing page is just the chicken, and the rest of the store is empty shelves. People buy the chicken and walk out. You have to fill your shelves and give people direction on what to do next.
No, you don’t have to have a downloadable opt-in. But you do have to direct people somewhere. That could be an event, a book-a-call page, a recording, or your YouTube channel. People need to know where they’re going next.
When Greta builds an ad strategy, she never wants all our eggs in one basket. She typically builds three prongs:
This lets people come into your world from different directions, and it lets us retarget. For example, people who click on a downloadable can be pushed toward booking a call. It also helps you find out as quickly as possible which strategy works best for your audience.
Media buyers “in the wild” tend to focus only on cost per lead. They’ll get you the lowest cost per lead possible without looking at whether those leads convert. That’s how people end up saying, “I just wasted a ton of ad dollars and didn’t make any money.” There was no direct connection between the leads and the appointments booked or sales made.
Whether you work with us or someone else, if you don’t understand the data points that lead to your cost per sale, you probably aren’t ready to run ads. Greta recorded a training in our free Bringing Simplicity community that walks through every data point we capture.
If you’re selling a high-ticket offer, you’re not ready to run Meta ads if you’re not willing to have sales calls. You need space in your calendar and a willingness to do coffee chats or sales calls, or to pay someone to have them. Those conversations protect you and your lead from the wrong decision, and they build the relationship that increases lifetime value.
The one asterisk: sales conversations can happen in the DMs. One of our very successful clients doesn’t do sales calls, but she’s incredibly active in her free community and her DMs, sending voice notes and staying engaged. It’s just as involved as a sales call.
Can you run Meta ads without doing everything we talked about? Sure. But when you do these things, you become the type of person who gets an insane ROAS, where you put a dollar in and get $10 out. Ads are not a golden bullet. They magnify what you’re already doing. If you’re consistent, you talk about your offer, and you’ve built product-market fit, ads will bring more people into your world.
You’re likely ready if you have an offer that has sold at least a handful of times, the capacity to sell a meaningful number of it, at least a month of consistent social posting (three times a week), a first-week nurture with at least three emails, and a willingness to have sales conversations.
We recommend posting at least three times per week, and having at least a month of consistent posts (about 12) so that people who click your ad can see you show up regularly.
No. You can send people to an event, a book-a-call page, a recording, or your YouTube channel. What matters is that you direct them somewhere with a clear next step.
Usually not. High-ticket offers need sales conversations, whether that’s a sales call, a coffee chat, or an engaged DM conversation with voice notes. If you don’t have time, pay someone to have those calls.
A low cost per lead doesn’t mean those leads convert. You need to connect leads to appointments booked and sales made so you can see your true cost per sale and know when to pivot.
If you’re considering running ads, book a funnel strategy session with us, check out our Meta ads services, or join our free community, where there’s a ton of information if you want to start running your own ads. We’ll see you in there.
Want more? Watch every episode of Bringing Simplicity Unfiltered on our YouTube channel.
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Bringing Simplicity is a full-service marketing and Meta Ads agency helping established online businesses scale proven offers through paid advertising, stronger systems, and smarter strategy.
