Big Idea

The argument in one line.

High-ticket coaches should stop buying cheap volume through follower and DM ads and instead run Instagram lead forms that feed a slow-lane ecosystem of DMs, YouTube, email and a video sales letter.

Who This Is For

Read if. Skip if.

READ IF YOU ARE…

A coach, consultant or agency owner selling a high-ticket offer who has been running Instagram follower or DM ads and is seeing weaker lead quality.
Someone whose Instagram account or DMs were restricted by Meta and who needs a paid acquisition model that does not depend on messaging hundreds of people a day.
An operator already making 10K to 50K a month who wants a predictable pipeline with a target return on ad spend instead of relying on organic content.

SKIP IF…

You sell e-commerce products or run local lead generation, because the video says outright that this playbook is not built for those.
You have no offer or no ideal customer defined yet, since every ad group in this system is built around a specific customer situation.

TL;DR

The full version, fast.

Instagram follower and DM ads used to deliver cheap volume to coaches, but Meta's AI now bans accounts that message hundreds of people a day, and the leads were low quality anyway. The replacement is Instagram lead forms with one or two qualifying questions, an automatic redirect into DMs, then a seven-day email and YouTube sequence that warms people toward a video sales letter and a call. Ads are split into sniper groups by customer situation, tested as statics first, then B-roll, then talking head, and judged on cost per qualified lead rather than cost per lead.

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Chapters

Where the time goes.

00:00 – 01:30

01 · Cold open: follower ads versus lead generation

Why follower ads fall short and the lead generation strategy that replaces them.

01:30 – 05:00

02 · The old playbook and how Meta's AI broke it

Boosting winning posts, aiming for $1 to $2 a follow, DMing every follower, and then the bans.

05:00 – 07:00

03 · Quality over volume and ad groups

Creative variety under Andromeda, with ad groups split by customer situation.

07:00 – 10:00

04 · Instagram qualification forms and DM redirect

Why DM ads dropped in quality and how a two-question form plus auto redirect works.

10:00 – 11:45

05 · YouTube, email and the video sales letter

Using a training series and email sequence to build trust before the VSL.

11:45 – 13:30

06 · Retargeting and a real result

Retargeting warm audiences into the offer breakdown, with calls at about $14 on a 6K offer.

13:30 – 15:57

07 · Sniper ads, statics and cost per qualified lead

Testing hooks and angles with statics and judging them on MQL cost.

15:57 – 19:29

08 · From B-roll to talking head to pro production

How a winning static graduates to B-roll, phone talking head, then professional shoots.

19:29 – 23:40

09 · Buckets, fast lane and slow lane

Why angles fill different customer buckets and how the slow lane builds fans.

23:40 – 26:55

10 · Awareness stages, return on ad spend and supporting content

Who not to advertise to, the 10x return target, and specific content that supports the ads.

26:55 – 28:04

11 · Quality game and the offer to work together

Efficiency over virality and the pitch for the done-with-you system.

Atomic Insights

Lines worth screenshotting.

Follower ads optimize for a profile click, not a follow, a lead or a qualified lead, so the data you feed Meta is weak.
Meta's AI now flags accounts that DM hundreds of people a day, which turns a high-volume setter model into a ban risk.
A qualification form with just two questions, like whether you are a coach and whether you have a high-ticket offer, is enough to start with.
Add friction to a lead form only after the lead cost is good and too many bad-fit people are still getting through.
A $5 lead can be worth less than a $12 lead, so judge ads on cost per marketing qualified lead, not cost per lead.
Statics are the fastest way to find a winning angle on a new account, and the same text can then be reused over B-roll.
Static B-roll ads of five to eight seconds beat very short clips, because the video loops while the viewer reads the caption.
Video sales letters built for cold traffic underperform for coaching, since buyers need several touch points before they trust you.
Only a small slice of any market is ready to buy now, so fast-lane traffic alone gives roughly a two to three times return.
Running ads to people who are not problem aware burns money, because they will probably never buy.
Warm retargeting into a VSL booked qualified calls at under 20 USD each on a 6K offer.
Content from a creator with a huge following converts poorly when it is mass-market and has no conversion content behind it.
The goal of the content around ads is to support a pipeline, not to turn the business owner into a full-time creator.

Takeaway

Qualify leads first, then warm them slowly

WHAT TO LEARN

Paid acquisition for high-ticket offers now rewards fewer, better leads that move through a deliberate multi-channel journey instead of cheap volume.

02The old playbook and how Meta's AI broke it

Follower ads optimize for a profile click, so Meta never learns who becomes a qualified lead, which caps both lead quality and optimization.
Meta's AI bans accounts that message hundreds of people a day, so lead volume must be capped by quality rather than by setter capacity.

03Quality over volume and ad groups

Split ads into groups by customer situation and run many creatives per group, because Andromeda rewards variety and each situation needs its own message.

04Instagram qualification forms and DM redirect

Start lead forms with one or two easy qualifying questions, and add friction only after lead cost is good and too many poor-fit people come through.
Redirect form submissions into DMs, email and YouTube, so each lead is reached on several channels without mass cold messaging.

05YouTube, email and the video sales letter

Send warm people to a video sales letter only after they have seen your training content, since coaching buyers need trust before a pitch.

07Sniper ads, statics and cost per qualified lead

Test the hook with statics, reuse the winning text over B-roll, then film talking head and professional versions of the same angle.
Judge ads on cost per qualified lead, because a cheaper lead that never fits your offer costs more than a pricier lead that does.

09Buckets, fast lane and slow lane

Combine fast-lane buyers with slow-lane fans and retargeting, so return on ad spend compounds over months toward a 10x target.

10Awareness stages, return on ad spend and supporting content

Keep organic content specific to the same ideal customer as the ads, since mass-market content converts a very low share of a large following.

Glossary

Terms worth knowing.

Follower ads: Ads that send people to your Instagram profile, optimized for a profile click instead of a follow or a lead.
Meta Andromeda: Meta's ad delivery update that rewards creative variety, so accounts run many different ads instead of one winner.
Sniper ads: Ads written for one specific situation of a specific customer, rather than a broad message for everyone in the niche.
MQL: Marketing qualified lead, a lead whose form answers show they fit your ideal customer and offer.
DM auto redirect: A Meta feature that sends someone to your Instagram DMs right after they submit a lead form.
VSL: A video sales letter, a video that presents your offer and sends viewers to apply or book a call.
Fast lane and slow lane: Fast lane buyers are ready now and convert quickly. Slow lane buyers take months, but they stay longer and trust you more.

Resources

Things they pointed at.

17:32toolInstagram Edits app

28:20linkHugh James Robinson 1-1 program ↗

28:20channelHugh James Robinson on Instagram ↗

Quotables

Lines you could clip.

26:55

“Our goal is for efficiency and to manage a pipeline, not to become full-time content creators.”

Short, contrarian, and speaks to burnt-out creators.→ newsletter pull-quote↗ Tweet quote

15:15

“What you actually want to look at is the cost per qualified lead.”

A single metric shift that makes a clear tip.→ TikTok hook↗ Tweet quote

The Script

Word for word.

Read-along

Don't just watch it. Burn it in.

See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.

In this video, we're going to break down what has been working at the end of 2026 and what's going to be working moving into the start of 2027 when it comes to paid acquisition, especially using Instagram ads. There's been a lot of big changes to the platform over the last few months and we've been testing with partners, with clients and with ourselves to see what the best strategies are to be running.

If you have something like a high ticket coaching or consulting offer, you're not running something like e -commerce ads or local lead generation. Now, up until recently, a big part of our strategy strategy was using Instagram follower ads top of funnel to drive traffic into the profile.

I've been doing this for the last three years and there's been ebbs and flows with this, but lately I've found a strategy that is much more effective and it is much more efficient. So sometimes when you're running follower ads, you get a ton of people through and you're having to sort of sift through and find the right people, which can be quite hard, quite tiring, or you need to bring in an appointment setter to manage that and work out which leads are good and which leads are not.

However, lately we've been testing a lead generation strategy that is extremely effective. It compounds and the data that it brings in is much more reliable than follower ads.

One of the big problems with follower ads is that you're literally just paying for somebody to click through to your profile. You're not actually even optimizing for a follow, let alone a lead or a qualified lead. And you can't feed that data back to meta.

So whilst you can get your messaging right, and that is a big part of it, it's still not optimizing on the pixel level. Whereas what we're doing now with lead generation is doing that. We're qualifying people before they become a lead.

And we are are hitting people in multiple angles. So when somebody becomes a lead, they're going to our Instagram DMs, we're getting them across to YouTube, and we're getting them across to our email list.

And for some people, we're also getting their phone number and going across to SMS or WhatsApp. So this is an extremely powerful strategy where you get the most bang for your buck. We call this the seven -figure acquisition ecosystem, and I'm gonna jump on my laptop now and break it down for you.

So welcome to the seven -figure Instagram ads playbook. This is the 2027 edition, reviewing all of the changes that have happened in the last few months. because there has been a lot going on.

There's been a lot of issues that people are facing when it comes to running paid ads, things that were working at the start of this year that are no longer working today. And so I wanted to make an up -to -date playbook for people who are running ads. So especially if you're a coach or a consultant or an agency owner, this is gonna be extremely important to watch because there have been some major shifts that you probably have felt yourself.

Now, what was working before Meta's AI updates, which is the biggest thing that's affected all of this? you would just get content and you would find stuff that's sort of winning you know you get in some comments so you're getting some likes and you're finding it engaging you boost that content or you just run it inside of ads manager but you're still essentially boosting the content and the messaging is the targeting right so you obviously can add targeting when it comes to running follower ads however you're optimizing for a very low level of conversion.

You're literally optimizing for somebody to click through to your Instagram profile. You're not optimizing for them to become a lead, to DM you, or to do anything on the backend like booking a call. We're literally just optimizing for page clicks.

So lead quality can be an issue. And this is where messaging was making a big difference, using hooks to pull in the right people and avoid attracting the wrong people. We'd find those winning hooks and then we'd create more content and then boost those posts.

And what we would do is we'd aim for $1 to $2 a follow. We'd DM every follower coming in. We'd book a small percentage into calls and we'd hire a setter to manage the volume.

This works to a degree, but it became less and less effective. And then a few months ago, a lot of people started seeing their accounts getting shut down by Meta or their DMs getting blocked. Now, this is Meta's AI that came out recently, and they've been on the absolute warpath, and it has just been destroying a lot of people's advertising efforts, people who built their entire business on this model.

And so we were sort of ahead of this curve, testing different things, trying to make sure that we were able to pivot ourselves and our own business, but also we work with partners where we're managing their accounts, and we coach clients where we're helping them with the strategies that we implement with our partners and ourselves.

What we've been testing, which has been working extremely well is what I'm going to be breaking down in this video. And I think this really is the emphasis of what most people should be doing moving into 2027. And it's going to get the most bang for buck.

And so the biggest shift really is quality. over volume when you're running follower ads you really are optimizing for volume and you're trying to find a small percentage of people that are going to convert on the back end and it works right there's no issue with that it does work the problem now is that we can't optimize for volume because when we have a hundred leads coming through every other day our setters are going to create issues on our instagram account and when we get banned we can't do anything and those leads are useless we can't even generate the leads to begin with and so we need to focus on quality over volume and this is how we do it so we're still testing different ads and different angles we have different ad groups which is where we have different hooks different messaging components that we're testing because it's not just about finding one winning ad you want to find multiple groups of ads that work and scale them up because there's been some big shifts in the platform over the last couple

of years so this isn't even that recent with meta andromeda and really what they want is for you to have creative variety so you have a number of ads 10 20 30 ads depending on the budget that you're running and you you're basing these on groups right so sometimes we base this on icp so some of our clients have multiple icps within the niche that they're targeting so people at different levels people with different situations and we want to speak to those different situations right so one ad group is going to talk about one specific situation in a few different ways the second ad group is going to talk to a different situation so for example you know we've just taken on a health and performance coach and here's clients coming through with different situations right some people are struggling in their marriage some people are struggling in their work some people are overweight some people are injured some people you know don't have a good relationship with their kids like they're not showing up for their kids and they want to be a role model these are all different situations so rather than trying to talk to all of those situations in one ad or one ad group we want to split those up and talk about them separately this allows us to optimize much better

So that's what we're doing on the ad front. Now, what we actually sending our ads to, if we're not running follower ads, but we're still running ads on Instagram, does that mean we're running DM ads or is this something else? And this really is where we have been testing a lot because DM ads have been creating the same issue that follower ads have lately.

People getting their accounts shut down, people getting a lot of quantity and volume through, but not necessarily the quality they want. I specifically have tested this a lot on my own account this year, and I've noticed the lead quality on DM ads has significantly dropped. Pretty much the only time I run DM ads.

It's for retargeting. I don't run them top of funnel anymore. What we actually do now is use Instagram qualification forms or meta lead forms, but we just run these specifically on Instagram.

Now these you've probably heard of, or maybe even tested yourself in the past. However, a lot of people have done these, you know, either a few years ago and they haven't seen the recent updates or they just haven't really done them effectively and so what we're doing with these qualification forms is we want to have the right level of friction but not too much friction because if you have a load of questions you're you know technically you're going to have higher intent leads coming through but there's a trade -off right because if you spend ten dollars to get a lead and they're semi -qualified versus a hundred dollars and they're more qualified you know do you want 10 times the amount of leads or you know 10 times less the amount of leads and really for us we want to just have one or two questions that qualify people bring people in and then we can always add friction over time if the lead cost is good we're getting people through and we're noticing actually it's quite a high percentage of people coming through that aren't a good fit then that's where we add more friction but for the most point

but for most of the time we're just adding one or two questions and really what these are doing is they're identifying the icp so we're not asking really hard to answer questions how much money do you earn how much revenue is your business making we're asking things like I know for us, it's like, are you a coach, consultant, or agency owner?

Do you have a high ticket offer? And that's it. We're not going super deep into anything else.

I have tested other questions within that. And for lead generation, it doesn't make sense. It's the sort of questions you can ask later when somebody's booking a call with you.

But on the front end, when we're trying to just generate a lead, we don't need to have that much friction. So that's what we're doing on the form side. Now, how this works is we're getting people across to email.

We're getting people across to YouTube. we're getting people across the dms so a new feature the meta have brought out recently is the dm auto redirect so this basically when somebody fills the form out gets redirected to your DMs on Instagram.

And then you can go through a setting process. Now, different to when you're running follower ads, they're coming inbound and you're focused on quality over quantity. So you're not working with hundreds of leads each day.

You might have a lot less leads, but they're higher intent and you have a much higher likelihood of converting those leads. So you don't need to have as many conversations. Actually makes it a lot easier for you or your setter, but it also makes it better on meta.

Zen because it doesn't look like you're messaging hundreds of people a day, which is what creates the issues with their AI flagging your account. Now on the back end, we're sending people through an email sequence and a video sequence on YouTube. Now, if you have a YouTube channel already, that's great.

If you don't, you can build this from scratch. But what we're actually advertising on the front end is either a training. or a mini course or like you're here for a playbook right but it's a series of videos that breaks down our methodology it shares our core philosophy it talks about our story and it helps people put together a picture of what it is that we do and how we can help them and we're moving them through the sales cycle so youtube is extremely powerful as a sales tool i don't really use it for lead generation like we do get some people discover the channel and get some views which is great i look at that as a bonus but how i've grown my youtube channel over the last three years is i have focused on driving traffic from ads so the people coming to the YouTube channel are actually qualified to begin with.

The emails support around this content and they're driving people back to the YouTube content each day. And then what we're doing is we're driving people to our offer. So what we're sending people to is a video sales letter.

Now, you've probably heard of video sales letters, maybe you've even built one in the past. but a lot of video sales letters are built to convert cold traffic and they're not necessarily the best thing to be running again in 2027 because if you're selling coaching or consulting especially people usually need a lot of touch points before they decide they want to work with you right because there's a personal buy -in they're not just buying an outcome or a service they need to buy into you as the person and actually trust you especially if they're somebody who's been burnt before or you know they're a little bit skeptical we want to build trust and then send people to a video sales letter so we want to build this around somebody who has already understood what it is that we do and how we can help them and that's what we're doing with our content in our ecosystem as we get them towards the VSL.

Now, what we can do over time is we can drive people from email, from YouTube, but also from retargeting ads. So we're building this audience. We have Instagram engagement.

So this is people who have even just watched your ads. Like if somebody's watched 25 % of your ads, they're probably somewhat interested in what it is you do, right? Instagram followers, the people on your email list.

website pixel if you're using that and we're driving people across with retargeting ads so again we have different groups of ads talking about different things and we also use different creative styles as well so a lot of the time with retargeting we try and do a combination of statics B -roll and also talking head videos.

I find this works really well. We incorporate a lot of testimonials and we're driving people to the breakdown of our offer. So this is where people are actually applying to work with you.

For example, we set this up last month and we were booking calls for £14 .45 a call, right? So these are qualified calls. These are people coming in from a warm audience.

And they're seeing the VSL and they're booking a call. So this is under 20 USD a call. And this is on a 6K offer.

So this is really good. This client has just had a record month in, you know, we're 27th of October filming this. They're on track to do over 100K this month.

So incredible results. And this was a part of the strategy that we used with them. So the next question is what are we advertising and how are we actually advertising this?

So if we look at the ad strategy, we run what we call sniper ads. So these ads are really specific to people's situations. We're not going super broad and trying to attract the masses.

And what we do is we create these different groups to the different situations that we spoke about before. And we want to have multiple angles working at one time with multiple creatives for each angle. I do like talking head videos, but how we can start this is.

by using statics. So statics are actually still really effective in 2026 and moving into 2027, but I use these as a starting point. So if you're running a brand new campaign, a new account, you're testing new messaging, statics are the fastest way to just get, you know, data right you you launch them you see what angles work and then from there you're able to create more dynamic ads things like b -roll videos with text overlay or talking head videos if we look at this as a pipeline what we do is we want to start with the angle the hook the headline the angle right If somebody watches the first five seconds of a video, then they're gonna watch the next 10, 20 seconds of a video.

They can't watch the body of the video if they haven't watched the hook, unless they skip ahead, which most people don't. And the same is true with your headline. If they don't read the headline, they're probably not gonna click the link, and they're not gonna open the form.

So we wanna test the hooks, the headlines, and the angles, and this is going to give us an idea of what people are resonating with and we can also see which ad brings in the right people so one of the benefits of running lead forms is let's say you have sort of you know a few different ads and you've got you know add one add two add three add four and they're all static so they're all images and you're testing different angles now you might find that add one gets a ten dollar cost per lead add two gets a seven add three gets a five and add four gets a 12 it's much higher now you might automatically think okay well add three is doing the best let's just pour more money into this or do different angles like this and get rid of the others but when you dive deeper into the data what you actually want to look at is the cost per qualified lead so this is what we call a marketing qualified lead an mql and your mql is what we're actually measuring in terms of your cost per lead because

this one that's five dollars a lead you might get ten leads and all of them are duds whereas this one that's twelve dollars a lead you might get two leads and both of them are great and so actually we want to optimize for qualified leads and not just leads so this is one of the benefits of using forms you can actually segment and see which ad is bringing in the best quality leads by reviewing the data coming through the forms now let's say actually it's somewhere in the middle and it's add two what we're going to do is we're then going to Take Add To, and we're going to use the exact same hook.

And we're going to do this as a B -roll video. So if you think about a static, it's just text on an image or even text on a plain background, you can take that same text and put it on a B -roll video. So this is a seven second video that's just running and it's B -roll and it's just more dynamic.

Now there's a couple of benefits for B -roll. it auto plays so chances are people are gonna like watch it you know two to four times so If somebody's watching the B -roll, they're reading the text and then they start reading the caption below, the video is still playing and so actually the video itself might play two or four times.

Now, I've tested this a lot because you can test different lengths. I find if you do super short videos, it actually doesn't work as well. So I usually go between sort of five and eight seconds if it's just static B -roll.

So what I mean by a static B -roll is it's just one clip and one line of text. You're not using something where you have multiple clips. That's a little bit more.

dynamic and that's sort of the next step that we look at now this works really well and is a really good starting point and sometimes you actually use b -roll to scale as well you will notice the intent can be a bit lower because all they're seeing is like a couple of lines of text so then what we want to do after this is we want to do the same angle and do a talking head video now I usually start with the apps so this is where it's just you're filming on your phone it's selfie style it's very organic and you can add images to it as well if you do it in the edits app this is really useful you can add images in really easily the edits app is also super friendly for people that maybe are not very good at remembering scripts so you can upload your script into edits and it has a built -in teleprompter to make it significantly easier to film content now this for most people is actually enough and they don't necessarily need to do any more creative variety but for some people myself included who want to sort of elevate things a little bit more and do things professionally this is where you have professionally shot edited content so you know you're shooting on a proper camera you've got good lighting you're in a good backdrop

and you're using B -roll and cuts throughout the video to keep it engaging. This, I think, is more of a psychological thing where, yeah, it can help with the retention of the video, but really it's more about brand positioning. If you're trying to position yourself as a premium brand, you want your stuff to look good.

Talking heads are good because they come across more authentic, but the professionally shot content makes you look... sound more professional so if you're an expert in your field you do want to test some high -level content and if you don't have access to a good camera good lighting then what I would recommend is you find a videographer in your local area and do a shoot maybe once a month like you test some of these angles you get all the winning angles first create the scripts and then hire a videographer go to a place like a studio and get these filmed out because it is going to have a good impact on your lead cost but also your cost per acquisition down the line because you're generating better quality leads so that's how we sort of look at how we advance creatives through testing now over time what you're going to notice is you have different buckets of people so let's say for example you have like three icps within your niche so if you think about your niche as a big bucket and then you have sort of three

people three types of people within this for some people they just have one icp for some people they have multiple icps but it's kind of good to look at it like this when you have lead flow coming in you can go broad in the ad and sort of appeal to all three and you know you'll you'll notice you fill one bucket and you fill a little bit on this one and maybe no leads in this bucket but if we want to have more intent behind this then we can use different add angles to fill different buckets right so you might find angle one attracts icp one you might find angle two attracts icp two and so on and so forth so the reason we do this is because within any market you know it's not if you think about your market like you've got different segments there's people who know are likely to buy very soon you've got a lot more people who you know probably will buy in sort of three to six months you've got people who you know have different problems that you solve you have people who maybe it's a financial issue they're waiting for you know money to clear and that's really they're ready to buy

psychologically but financially they're not there you have all these different buckets within the audience so if you think about your audience like this when i say audience i don't just mean people that follow you i mean people that potentially could buy from you in the future so people within your market now if we market to all of these people what's happening is we're building what we call a fast lane so these are people that come through they binge watch your content really quickly they have the finances and they're like yep i'm looking for a solution i want to book a call or speak to this person in the DMs and find out about working together.

That's going to make up a small percentage of the audience. It's probably if you think about it like this, it's probably this tiny audience who's like, we call them like ready to buy.

Now, if we think about. the rest of the audience, this is where a lot of your money is. Now, you can think about it like, okay, we just want these fast sales through and that's great, but this is where you're doing a two to three X return on ad spend.

You're somewhat profitable, but not super profitable. So we don't want to rely just on fast lane traffic. We also want to look at the rest of these people and look at slow lane.

Now, slow lane traffic are people who can take longer and more consideration to buy from you, but they're also a lot more intent somebody's been following your content for a long time you know a few months or maybe even a few years they're going to be fans right they're going to actually respect you and likely stay with you longer term now also what we can do is we can speed up the journey so right now if you're just running organic content you probably all of your traffic is probably like this The problem is there's no actual customer journey you're taking people through.

There's no predictability and it can take a very long time for people to buy. So this is where we go back to the strategy of taking somebody through a segmented journey and we're sending them deliberate content for seven days back to our VSL. And then once this is completed, it's not the end of the journey for them.

That's really just the start of the journey. This is how we speed up the sales cycle initially. And then what we're doing is we have the acquisition ecosystem on the back end so we have the email newsletter this is your ongoing email you have ongoing youtube content ongoing instagram content and stories appointment setting these are all things that are going to speed up the sales cycle so if you think about it like this most markets there are people who are not problem aware which makes up a significant portion of people we do not want to advertise to these people because they probably will never buy or they're definitely not going to buy any time soon.

So you're going to end up burning a lot of money. People who are problem aware. So when you talk about specific problems in your ads, you're going to attract people who are problem aware.

They know they have that problem. Therefore, they're going to opt into your forms and find out more about what you have to say and how you can help them. Information gathering mode is somebody who has the problem, but then...

typically trying to find information to solve it. So they're a little bit more higher level. There's somebody who's probably going to buy a little bit faster.

These two do overlap quite a bit because you can be problem aware and gathering information at the same time. And then buying now. So this is somebody who's like, yeah, I need to find somebody to help me with this problem right now.

And that's going to be a very small percentage of the market. So this is your fast lane traffic. But if we can get all of these people coming through.

you're going to have a much easier time with getting a return on your ad spend that's actually significant like for us our goal is to get our clients a 10x return on ad spend over time like we're not going to do that day one because it compounds so day one it might be a two or three x and then you know over the next few months it builds and builds and builds and it compounds over time we have personally averaged a 12x return on ad spend over the last three and a half years i actually think that number is higher now i need to review my data but as of last month it was like a 12x we've actually made over 88k in contracted sales in the last month from existing clients who are sort of doing upselling and doing different experiences with us or different packages with us, but also returning clients as well.

So technically, you know, that 88K is additional revenue. So our actual return on ad spend is probably quite a lot higher than a 12X. That's conservative numbers.

Now you likely have some of this in place already. Most of the time when I'm speaking to coaches and consultants, they have a YouTube channel, they're posting on Instagram, or sometimes they're on like LinkedIn or Facebook if they're a bit more old school or a bit more like kind of corporate orientated, but they have a long form and short form.

content. And most of the time I speak to people, they have an email list and they're doing very little with it. So these are usually areas for improvement, even though they're working, they usually need some level of optimization.

And the other thing as well as specificity. So if you think about the people coming through from your ads, they're coming through for a specific purpose, right? They're trying to solve this problem.

You have this training series that helps them solve that problem, or at least educates them around why they're experiencing that problem. They're going through that series. Then on the backend, we want our content to really support that.

We don't want it to just suddenly become really random and now we're talking about all these different things. It needs to always relate back to the ICP. This is where I think a lot of people struggle because they see a lot of these guys talking about growing a personal brand online and they have big following.

So it feels like, oh, this person knows what they're talking about. The problem with a lot of these guys that have 100K followers that are talking about growing a personal brand is they're creating mass market content. It's not actually very good for conversion.

I've actually worked with a number of, people that have hundreds of thousands even millions of followers and they convert such a low percentage of people because nothing is specific everything is just really generalized and there's no conversion content in place so we want to make sure that the content that people are seeing is actually relevant to what they're coming into on the front end from the ads.

We're playing the quality over quantity game here. Our goal is for efficiency and to manage a pipeline, not to become full -time content creators. We're not trying to go viral to get brand deals.

If that's you, that's great, but that isn't really what this is about. This is actually about growing your business effectively. so with that being said if you want to see exactly how we can build this out for you if you're doing anywhere between 10 and 50k a month right now in your coaching or consulting business or you run an agency then we can help you install this system over the next six months to grow your business consistently and actually systemize things along the way we helped a business coach in the gym space go from 100k a month to 240k a month within six months we helped a spirituality coach double their revenue in one month of working together and we just helped a sales coach double his revenue in two months working together so this works across the board we have people in b2c and b2b if you're a coach consultant and you want these systems built out for you click the link in the description you'll be able to check out exactly how we work and how we can help you build this out for your business if you're ready to go fast and if not i'll see you in the next video

The Hook

The bait, then the rug-pull.

Instagram follower ads carried high-ticket coaches for years, until Meta's AI started banning accounts and DM volume turned into a liability. Hugh James Robinson walks through the lead-form ecosystem he now runs for himself and his partners.

Frameworks