How I Scaled My Agency Ad Spend From $2.7k To $22k/Day In 2 Years
An 83-minute slide-deck teardown of 22 changes behind a pay-per-lead agency's climb to $22,000 a day in ad spend, and how few of them touch the ads themselves.
Posted
yesterday
Duration
Format
Talking Head
educational
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689
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57 · 43
Big Idea
The argument in one line.
Scaling paid ads for an agency is mostly a unit-economics and proof problem, not a creative problem: the spend only grows when fulfillment, disqualified leads and skeptical buyers are all handled underneath the ads.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You run or operate a B2B agency already spending a few thousand dollars a day on Meta and your cost per booked call keeps rising as you scale.
You sell leads on a pay-per-lead model, or are considering switching from retainers to pay-per-lead, and want to see the risks and margins from the inside.
Your book-a-call funnel has a big drop-off between application and booked call and you want concrete tactics beyond rewriting the landing page.
You sell to a skeptical market where testimonials and screenshots read as scam signals, and you need other forms of proof.
You manage a creative team and suspect a large share of the people producing ads are not producing winners.
SKIP IF…
You are just starting an agency and have no paid traffic yet; most of these tactics assume volume large enough to A/B test weekly.
You want to see actual ads, landing pages or funnels; those are deliberately withheld.
You run e-commerce or info products; the argument is specifically about agencies that must fulfill on every client they sign.
TL;DR
The full version, fast.
Over 25 months, a pay-per-lead agency grew ad spend from $2,700 to $22,000 a day, and almost none of the 22 changes were about ad creative. The framework is the Core Seven (industry, ICP, offer, unit economics, big idea, messaging, proof), which the speaker estimates drives 80% of results, plus four funnel phases: clicks, calls, shows, closes. The single biggest move was referring every disqualified applicant to an SEO partner who pays $3,000 to $5,000 per referral, which fully covers the $16,000-a-day main-vertical spend. Other wins: identical copy-and-paste fulfillment, giving the best closers the best leads, activation points as proof, cutting two thirds of the ad team, AI follow-up, and decoy ads to defeat cloners.
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Context on the numbers (16k/day in the main vertical, a failed 30k/day test), why agency scaling differs from e-com and info, the speaker's background, and the full lead generation system.
09:19 – 20:14
02 · The Core Seven
Industry, ICP, offer, unit economics, big idea, messaging and proof sit under the iceberg and drive 80% of results; then the agency's own weak spots: finite TAM, commodity pricing, thin margins and proof that reads as a scam.
20:14 – 21:20
03 · The pay-per-lead model
Switching from retainers to pay-per-lead grew revenue over 10x in under a year, but it is the worst model on earth when it goes wrong and is not for beginners.
21:20 – 22:46
04 · The book-a-call funnel
Every dollar runs through a standard paid ads, VSL, application, booking funnel aimed at men aged 45 to 59; 31% of meetings happen by calling right after booking.
22:46 – 26:21
05 · Clicks, calls, shows and closes
Lead gen has four phases and losing any one loses the client, so the ad is at most a quarter of the process. Channel mix is 95% Facebook and Google search.
26:21 – 27:33
06 · The 22 changes
The list of changes, each tagged to a funnel phase or Core Seven piece, framed by the point that almost none are about ad creative.
27:33 – 30:23
07 · Funnel optimization
As spend reaches colder audiences, the application-to-booking drop-off (50%+) became the persistent constraint; weekly landing page and VSL split tests plus email deliverability work.
30:23 – 34:05
08 · Copy-and-paste fulfillment
Every client in the main vertical gets identical leads, ads and pages with their name swapped in, which removes the fulfillment constraint that stops e-com and SaaS agencies.
34:05 – 35:31
09 · Researching every applicant
Applications are enriched in Clay, then AI agents follow the prospect on every platform from setter accounts and send a one-pager and Loom.
35:31 – 37:50
10 · Best closers get the best leads
Borrowed from a timeshare story: top closers get the highest lead scores, earn far more, stay, and recruit their elite friends for free.
37:50 – 41:23
11 · Selfie videos, one-pagers and Looms
Every applicant gets a 40-second founder selfie video, a one-page screenshot of the process and a 13-minute Loom explaining the unique mechanism against the 'leads are trash' objection.
41:23 – 47:28
12 · Referral partners cover ad spend
Only ICPs with 3+ reps, prior lead buying and $100k/month budget are taken; everyone else goes to an SEO/AEO partner paying $3k to $5k, which fully covers the $16k/day spend.
47:28 – 49:19
13 · Vertical scaling: deeper messaging
Hundreds of angles tested, 20 that work: six workhorse angles carry 85 to 90% of spend and 14 niche angles reach narrower problems.
49:19 – 52:08
14 · Horizontal scaling: more ad formats
Winning ads are multiplied across avatars, formats and concepts, filmed by working actors rather than UGC creators, and tested static first, then AI video, then actor.
52:08 – 54:22
15 · Video testimonials inside ads
ICP and offer on screen in three seconds, real logos by five, the full offer by 15 seconds, then testimonial clips from 15 to 45.
54:22 – 56:52
16 · 68 FAQ videos across social
The 68 most common questions from call transcripts became phone-style answer videos posted to every page so the most important ones end up on top.
56:52 – 58:41
17 · Posting client wins every hour
An AI agent posts a client compliment screenshot to Stories on every page every hour, so prospects never run out of wins to scroll.
58:41 – 1:02:26
18 · An ultra-long-form course
A gated three-and-a-half-hour course on growing an insurance agency is pushed between application and call; consumption correlates with close rate and repeat purchases.
1:02:26 – 1:05:38
19 · Three activation points
A proof ranking with screenshots at the bottom; prospects can download a selfie-video script, a sales process template and an AI follow-up agent repo before buying.
1:05:38 – 1:08:42
20 · Restructuring the ad team
Tying every spending ad back to its creator showed two thirds of a ~110-person team had negative ROI; they were cut and the savings went into base pay and winner bonuses.
1:08:42 – 1:10:42
21 · AI follow-up system
An agent writes personalized follow-ups from a framework and CRM data across a 12-week flow with about eight matched case studies, and follows up 100% of the time.
1:10:42 – 1:12:44
22 · Matching ads, headlines and VSLs
The main page was cloned 20 times, one per ad angle, with matching headlines and a modular first five seconds of the VSL.
1:12:44 – 1:13:46
23 · Site speed and page load time
Pages moved from Webflow to Vercel by asking Codex to copy them, taking first contentful paint from 2.3 to 0.8 seconds.
1:13:46 – 1:15:38
24 · Free sales process training
The offer includes fixing the client's sales process for free: texting before calling, double dialing, blue texts, selfie videos and speed to lead.
1:15:38 – 1:16:55
25 · Done-for-you CRM and sales upsell
A four-person team implements CRM, speed-to-lead monitoring and sales process for $5,000 one time, bought by about one in ten clients.
1:16:55 – 1:20:09
26 · Protecting ads from copycats
With no moat, competitors clone winning funnels; decoy landing pages, 80% fake creatives on engagement campaigns and split ad accounts hide the real funnel.
1:20:09 – 1:21:28
27 · The daily B2B newsletter
A 500-word, two-minute tip on insurance agency marketing goes to the whole CRM every weekday; closed clients show 80 to 90%+ open rates.
1:21:28 – 1:22:56
28 · The B2C newsletter and cross-selling
Every generated consumer lead also joins a B2C newsletter that pushes cost-per-lead affiliate offers, a meaningful share of net profit.
Atomic Insights
Lines worth screenshotting.
Stacking four 18% improvements roughly doubles the effectiveness of an ad campaign, which is why small funnel wins matter at scale.
The industry, ICP, offer, unit economics, big idea, messaging and proof drive about 80% of ad success; the ads and funnel are the other 20%.
Pushing the main vertical from $16,000 to $30,000 a day for ten days produced almost no extra booked calls and nearly doubled cost per call.
In lead generation the ad is at most 25% of the process, because clicks, booked calls, shows and closes can each kill the deal.
Referring disqualified applicants to an SEO partner for $3,000 to $5,000 each can turn a $16,000-a-day ad budget into a zero-risk acquisition channel.
About 70% of pay-per-lead buyers never place a second order, and the agency only makes money once a client reaches the third purchase.
91% of clients who bought three or more times had bought leads before, so first-time lead buyers are a poor bet.
When every client gets the identical leads, ads and landing pages, fulfillment stops being the constraint and spend can scale.
Routing the highest-scoring leads to the top closers raises their income so much that their elite friends ask to join, driving recruiting cost toward zero.
In a market burned by lead sellers, logos and screenshots read as a scam; letting prospects get a result on their own is the strongest proof.
A gated three-and-a-half-hour course is proof by itself: competitors who claim to be great at the niche have nothing comparable to show.
Tracking which creative strategist made each ad that actually spent showed two thirds of the ad team had a negative ROI.
Moving landing pages from Webflow to Vercel cut first contentful paint from 2.3 seconds to 0.8 seconds.
About 80% of the agency's ad creatives are decoys that exist only to clog the Ad Library and confuse competitors who clone winning funnels.
Every lead sold to a client is also added to a B2C newsletter that cross-sells affiliate offers, and that newsletter is a meaningful share of net profit.
Roughly 31% of meetings happen by phoning the prospect right after they book and asking to talk now.
Takeaway
Fix the business underneath before scaling the ads.
WHAT TO LEARN
Ad spend grew eightfold because the agency made disqualified leads pay, made fulfillment identical, and found proof skeptical buyers believe, while the creatives themselves changed the least.
01From $2.7k to $22k per day
Doubling spend in an agency only works if fulfillment, sales capacity and margins can absorb twice the clients, which is why info and e-com scaling advice rarely transfers.
Small compounding wins matter at scale: four separate 18% improvements roughly double a campaign's results, so track every funnel step, not just ad metrics.
02The Core Seven
Audit the Core Seven first, because a broken offer or weak unit economics will stall growth no matter how good the hooks and editing are.
Rising spend pushes ads to broader, colder audiences while headcount and overhead climb, so unit economics must improve continuously just to stay profitable.
03The pay-per-lead model
Pay-per-lead can multiply revenue quickly, but the agency fronts the ad spend and carries the risk, so it suits operators who already know their numbers.
04The book-a-call funnel
Phoning prospects right after they book and offering to meet immediately converted about 31% of total meetings, a cheap lever on show rate.
05Clicks, calls, shows and closes
Split every lead-gen problem into clicks, calls, shows and closes before touching the creative; 'my ads don't work' usually means one specific later phase is failing.
The ad is at most a quarter of the process, so creative skill alone, the strength of e-commerce ad buyers, is not enough to win in lead generation.
07Funnel optimization
As spend reaches colder prospects, the drop-off between application and booked call becomes the main constraint and needs constant testing.
Weekly A/B tests on landing pages and VSLs only make sense once traffic is high enough to reach significance inside a week.
08Copy-and-paste fulfillment
Choose a vertical where every client receives the identical product, so winning ads and pages can be cloned with only a name and logo swapped.
Once booking calls is easy, the constraint moves to delivering consistent results at scale, and custom per-client work destroys margins.
09Researching every applicant
Enrich each application with a tool like Clay and have agents follow the prospect on every platform with a one-pager and Loom to lift bookings.
10Best closers get the best leads
Route the highest-scoring leads to the top closers; their higher income keeps them from leaving and turns them into a free recruiting channel.
Make the top-lead pool competitive and earnable by close rate so the incentive stays fair to the rest of the team.
11Selfie videos, one-pagers and Looms
Find the one objection that outweighs all others, here that bought leads were trash, and build a unique mechanism that answers it before the call.
Send a short founder selfie video, a one-page process screenshot and a longer Loom to every applicant, because screenshots get viewed when links do not.
12Referral partners cover ad spend
Use repeat-purchase data to find the profile of clients who stick, then disqualify everyone outside it instead of selling to them.
Refer disqualified applicants to a partner who pays an upfront commission; here $3,000 to $5,000 per referral fully covers $16,000 a day in spend.
When acquisition is self-liquidating, cost per qualified call can rise to levels that would otherwise be untenable, here about $1,600.
13Vertical scaling: deeper messaging
Grow messaging depth with a small set of workhorse angles that carry most of the budget plus niche angles that speak to narrower problems.
14Horizontal scaling: more ad formats
Grow messaging width by remaking winning ads with different avatars, formats and positive, negative, case study or story concepts.
Test new angles as static images first, then AI video, then actors, so production cost only rises once an angle keeps working.
Hire working actors instead of UGC creators for volume; they tend to be cheaper, easier to work with and less fussy about usage rights.
15Video testimonials inside ads
Put the ICP and offer on screen in the first three seconds, real named proof by five, and finish the offer by 15 seconds.
Fill seconds 15 to 45 of a video ad with edited client testimonial clips labeled with name, company and one-line result.
1668 FAQ videos across social
Turn the most common questions from sales call transcripts into short answer videos and post them so the most important ones sit at the top of each page.
FAQ videos make prospects more likely to book and more informed when they show up, which helps both booking rate and sales calls.
17Posting client wins every hour
Automate a constant stream of client wins to Stories so a prospect who follows the page sees fresh proof every hour between booking and the call.
18An ultra-long-form course
A gated long-form course works as proof for skeptical buyers; making access feel exclusive raised how much of it people actually watched.
Push the course between application and call and ask about it on the call; consumption tracked with both close rate and repeat purchases.
19Three activation points
Rank proof from strongest to weakest: a result the prospect gets themselves, long-form content, describing their problem exactly, then screenshots.
Give prospects free tools they can use before buying, such as scripts, templates and an AI follow-up agent, so their own result becomes the proof.
20Restructuring the ad team
Tie every ad that actually spent back to the person who made it; volume of creatives is not output if the ads lose money.
Redirect salary from low performers into higher base pay and per-winner bonuses to get better ads from a smaller, happier team.
21AI follow-up system
An AI follow-up agent's real gain is consistency: it follows up 100% of the time across every channel, where humans manage about half.
Personalize follow-up by choosing case studies close to the prospect in company size and location across a roughly 12-week sequence.
22Matching ads, headlines and VSLs
At high spend a 10 to 15% conversion gain is worth building, so clone the landing page per ad angle and match the headline to the ad.
Make the first five seconds of the VSL modular so each angle's page continues the exact promise its ad made.
23Site speed and page load time
Page speed is a cheap micro-win at scale; rebuilding pages for faster load cut first contentful paint from 2.3 to 0.8 seconds.
24Free sales process training
Offering to fix the client's sales process for free differentiates commodity leads and can lift order size when tied to a minimum purchase.
Teach simple sales habits that raise lead performance: text before calling, double dial to get past Do Not Disturb, and track speed to lead.
25Done-for-you CRM and sales upsell
A systematized done-for-you implementation upsell adds high-margin cash and makes buyers more likely to succeed and reorder.
Even modest extra cash flow matters at large ad spend because it funds the float between paying for ads and collecting revenue.
26Protecting ads from copycats
In markets with no moat, flood the Ad Library with decoy creatives and pages so competitors cannot tell which funnel is real.
Avoid rented agency ad accounts in competitive niches, and split spend across your own accounts so winning ads are harder to spot.
27The daily B2B newsletter
A short daily email tip to the whole CRM keeps the brand in front of applicants who did not book, and closed clients read it heavily.
The newsletter works at every stage: it recovers non-bookers, lifts show rate and nudges stalled follow-ups over the finish line.
28The B2C newsletter and cross-selling
Look for a second monetization path on every asset you generate; here consumer leads also feed a B2C affiliate newsletter.
Low-percentage, high-volume cross-sells can become a meaningful share of net profit and a steady source of cash for paid ads.
Glossary
Terms worth knowing.
Pay-per-lead
A billing model where the agency charges a fixed price for each lead delivered instead of a monthly retainer. The agency fronts the ad spend, so it carries the risk when leads cost more than expected.
ICP
Ideal customer profile. The specific type of buyer a business targets inside its industry, such as a multi-state company's marketing director rather than a solo owner-operator.
TAM
Total addressable market. The full number of potential buyers who could realistically purchase an offer; once it is exhausted, extra ad spend stops producing new customers.
Unit economics
The revenue and cost attached to a single customer, including acquisition cost, fulfillment cost and how many times they buy. Weak unit economics cap how far ad spend can grow.
DQ
Short for disqualified. An applicant who does not meet the criteria to become a client and is routed away instead of booked with a salesperson.
Liquidating ad spend
Recovering the cost of advertising quickly through secondary revenue, so the ads pay for themselves before the main sale closes. Here it comes from referral fees on disqualified leads.
VSL
Video sales letter. A recorded sales presentation placed on a landing page, usually before an application or booking form.
Unique mechanism
A simple explanation of why a particular offer will work when the buyer's previous attempts with similar products failed.
Activation point
A small action a prospect can take on their own before buying that produces a real result, proving the seller knows what they are talking about.
AEO
Answer engine optimization. The practice of getting a business cited in AI assistants and AI search answers, a newer variant of SEO.
Clay
A data-enrichment tool that takes a name, email or company and finds matching profiles, social accounts and firmographic details automatically.
ThruPlay
A Meta ad metric counting video views of at least 15 seconds, or the full video if it is shorter.
Vertical scaling
Growing ad reach by writing more specific messaging angles that address narrower problems inside the same ICP.
Horizontal scaling
Growing ad reach by producing many variations of already-winning ads across different actors, formats and concepts so they appeal to more people.
Congruency
Keeping the message consistent across every step a prospect sees, so the ad, landing page headline, video, emails and sales call all match.
First contentful paint
A page-speed metric measuring how long it takes for the first text or image to appear on screen after a visitor opens the page.
Meta Ad Library
A public database where anyone can see the ads currently running from any Facebook or Instagram page, often used to research and copy competitors.
AOV
Average order value. The average amount a customer spends per purchase, raised here by attaching a one-time implementation upsell.
Resources
Things they pointed at.
04:10conceptRule of 72
17:20conceptAlex Hormozi's value equation (transcribed as 'Alex Ramosi')
“If you just stack four 18% improvements, your ad campaigns will double in their effectiveness.”
one-line math hook that reframes small wins→ TikTok hook↗ Tweet quote
11:30
“I would estimate that your core seven is going to represent 80% of your success and your ads and funnel 20% of your success.”
contrarian claim with a clean ratio→ IG reel cold open↗ Tweet quote
41:30
“This is arguably the single smartest thing that I've ever done in my business career.”
curiosity setup for the referral-partner reveal→ TikTok hook↗ Tweet quote
30:55
“Booking calls is just as easy as tying your shoes in the morning. And at that point, the constraint will almost always shift from marketing to fulfillment.”
names the hidden constraint agencies hit at scale→ newsletter pull-quote↗ Tweet quote
20:40
“It is the best business model on earth, in my opinion, when it's going well. But when it's not, it's got to be the worst business model on earth.”
“Where is everybody else's three and a half hour course if they are so good at selling leads?”
sharp reframe of content as proof→ newsletter pull-quote↗ Tweet quote
1:07:30
“They're actually providing a negative ROI to us because their ads didn't work at such a high degree that we're just wasting our ad spend.”
blunt, specific team-performance story→ TikTok hook↗ Tweet quote
1:18:10
“Basically 80% of our ad creatives are fake just to essentially clog up the ad library.”
surprising tactic no one talks about→ TikTok hook↗ Tweet quote
01:20
“I've tried to go as high as 30k per day. I did that for 10 days. And we literally didn't get like any more booked calls per day than we did at 16K per day.”
concrete proof that spend alone hits a TAM ceiling→ IG reel cold open↗ Tweet quote
The Script
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In the past two years, we've scaled our agency's ad spend from about $2 ,700 per day to $22 ,000 per day. So in this video, I'm going to walk you through the entire process and go over the 22 different changes that I believe most contributed to this result. And these cover the entire process from getting someone to click an ad, to getting them to book a call, to getting them to show up and ultimately closing them, and then how to manage the cash flow and unit economics to ensure that you can keep scaling.
So let's get into it. So let's talk about this video a little bit. We spend about 16K per day in our main vertical.
So we are a pay -per -lead agency. We operate 12 verticals, which I'll talk about in a few more slides. But when I reference actual metrics like cost per call, cost per qualified call, cost per live call, ascension rate, if I talk about that, these kind of things, I'm just going to make a rule that I'm only going to...
reference the numbers from the 16k per day in the main vertical, just because if we just mix them all together, it's not really going to make sense. The data is going to be corrupted and tainted and then just why? But as far as the 16k per day in our main vertical, I have my suspicions that we have kind of maxed out our total addressable market as we don't really get any more calls booked when we increase the spend now.
I've tried to go as high as 30k per day. I did that for 10 days. in Q2, 2026, I guess it was.
And we literally didn't get like any more booked calls per day than we did at 16K per day. Just kind of a, didn't really do anything besides almost double our cost per call. And this could be a skill issue, but I do think it might have, you know, maxed out this main vertical.
22K per day, 16 in the main, and then 6K is across the other verticals. Really the same strategy. Every vertical is different, though.
And this video really covers approximately a two -year time frame from start to finish, about 25 months at the time of recording. And I'm going to go into, I would say, fairly deep detail for educational purposes and to make a good video. But I'm going to stop short at just literally showing you my ads, landing page, and funnels, hopefully for obvious reasons.
So with that being said, everything here did not happen in a nice, steady, straight line, right? It was more like we had a big breakthrough, then we had a plateau, and then a breakthrough and another plateau. And there was many times where like, you know, this went backwards, right?
And many such cases, I suppose, but it was not very easy. I just want to make it clear like this is really just what worked for me. This is not really a core style video or you should do this or you should do that.
Hopefully you get some good ideas for it, but literally just what worked for me. And I think it's an interesting video. So my goal of the video is I really want to show you what scaling a B2B ad campaign for an agency is like and some of the different parts that go with it.
There's really almost no content on this type of stuff aside from just like beginner agency ad courses. And if it does exist, it's usually just kind of what we call vague slop or just pure theory. And the problem with kind of the videos and the content that does exist on scaling paid ads, it's usually for like info product people or e -commerce people.
And info product people don't actually have to fulfill anything like an agency would. And e -com people, you know, that kind of advertising is just not really relevant to agencies. Trust me, I looked for a lot of content and a lot of ideas during this process, and I really couldn't find anything.
So I'm willing to bet that you probably can't find anything too. And this is kind of important. And that's like agencies is separate from info and e -com because agencies can't literally just double the ad spend, brother.
You know, if they did that, their operations and fulfillment would probably just get destroyed very quickly, assuming. Just doubling it actually got twice as many booked calls. So regardless of where you are in your paid ads, there should be at least a few things that you can implement into your own campaigns.
And we want to inspire you a little bit. And if you watch this, there's a lot of different things in here. If you just stack four 18 % improvements, your ad campaigns will double in their effectiveness.
Can you imagine? You can Google the rule of 72 if you want to learn more about that. It's a finance rule, but we can add it here.
So try to take some things from this. So if you literally have never seen my face before, my name is Matthew Larson. I currently live in Dubai, but I'm from Canada.
And I have worked with about 1 ,800 agencies. usually between the 500K to 5 million per year mark since the start of 2024. And I've exited three marketing agencies in the past 12 years.
The first two, I was a, let's just say, very small minority partner in, 12 % equity in both of those, just throwing it out there. And then the last one, I was the 100 % owner. So I know a lot about agencies.
My specialty is more like how to get clients for agencies rather than the operations, but I have a lot of experience in that too. And basically, as far as the business in this video, it's a pay -per -lead agency, 12 verticals, 80 % of the revenue is across three of those verticals. And we have a different front -facing brand and agency website for every vertical.
And we operate tons of different websites, funnels, Facebook pages, Instagram accounts, review sites, etc. The team is 135 people. Most of those are contractors, but there is 40 full -time across.
Most of those full -time are creative and sales. I'm not the founder of this agency. I am a minority shareholder under 20%.
And it was already a successful agency before I joined. So what I really love and builds on my last point is I have really no day -to -day responsibilities or direct reports and very few meetings, which is perfect for me. I really hate that stuff.
And because of this, I only work on very high leverage growth stuff, kind of like the topic of this video. And I want to make it clear to give very realistic expectations. I set the strategy and like I came up with all of this and most of these are literally my ideas, but I don't make any ad creatives myself or do any media buying or and I very much have very little to do with the sales team.
But I actually do personally do. all of the funnel -related stuff that I'm going to talk about in it. And then, especially with a video like this, I think that you hear this sometimes when you make YouTube videos is some variation of like, if you are so successful and you're so rich and smart, right?
Why would you make YouTube videos? And I make these because I absolutely love money. These YouTube videos are probably, most definitely, indisputably...
the best possible use of my time. And I actually spend four hours per day on YouTube and content like it. They lead to mastermind sales.
They lead to clients from my agency. My viewers actually refer a lot of clients to me. The videos nurture people in the sales process.
They help me think through my ideas. Some of my best friends and like most important people in my network, I actually met through my YouTube channel and so many more benefits. If you don't make YouTube videos and you have a business, I highly recommend doing so.
Literally the best possible use of most people's time, especially if they run an agency. So with that being said, let's talk about the lead generation system that I implement in every agency I own. This is the lead generation system that I basically recommend every agency I consult with or coach implement.
First time seeing it. Might be a little bit overwhelming and clearly is overwhelming because I would say that very few of those 1800 have done it completely in its entirety. And that's a shame.
But at the top of the funnel, we have four different ways to drive traffic, our paid ads, our content, our outreach and our partnerships. Those drive traffic to the middle of the funnel where we have different lead magnets, opt -ins, applications, all that kind of stuff to capture, nurture and qualify leads. At the bottom of the funnel, we have different what I call conversion mechanisms, usually, you know, webinars, VSLs, newsletters, communities, appointment centers, long form content to, you know, nurture the leads to the point where they're going to book a call.
Then we have our sales process, and then we have different offers to sell to them. You know, not everybody can afford your main recurring service. Sometimes you got to get your foot in the door with a lower priced info offer or intro offer and upsell them.
They really just don't need what you sell or like they can't afford it or they just don't want it done for them. You know, you have your course, you have your consulting, you can refer them and collect a fee and all that kind of stuff. To me, best lead generation system in existence and paid ads, which is the topic of this video, very big part of that.
So before I get into it, I think that I want to introduce the concept of the core seven. And I literally just made this up, but it's so true.
It's not like from anything. And when you're scaling ads, especially, the core seven is going to be more important than anything you can do with your ads or funnel itself. And the core seven are your industry, your ICP, your offer, your unit economics, your big idea that everything's built around, your messaging.
and your proof. So we have the old iceberg meme, the ad in the funnel or the tip of the iceberg, but underneath the, I guess, water in this meme or image, graphic, whatever you call it, underneath the water or underneath the surface, probably be a better way to describe it, sits your core seven. And it's very, very important to understand this.
So your industry is the market you serve, which affects your overall earning potential. You'd make a lot more money working with hedge fund managers versus dog walkers, even if everything else is the same. Your ICP is the person who's actually buying from you inside your industry.
A lot of industries can be good or bad depending on the ICP. Solo owner -operator roofer, not as good as marketing director of multi -state roofing company, right? Your offer, kind of self -explanatory.
There's so much content out there on offers. The unit economics is probably the most important and kind of the least thought about part of the business. More people are crushed by bad unit economics than anything else in advertising.
The big idea is the central idea that makes your offer make sense and become desirable. Your messaging is the different angles and the different copy and the different, you know, problems, circumstances and outcomes that your ICP faces. And then proof obviously is the evidence that makes people deliver.
Believe that you can deliver the result. These things and scaling ads is more about scaling your core seven than the ads themselves. And that is not what most people believe.
I would estimate that your core seven is going to represent 80 % of your success and your ads and funnel 20 % of your success. That's not to say that, you know, you can completely botch or ignore your ads and funnel because that's just not true. But if you don't pay close attention to this stuff, like especially your unit economics, they are eventually going to catch up with you because the more you, you know, even if you're profitable, let's just say you're profitable at $1 ,000 per day in spend and you have a nice business, right?
Let's just say that. As you scale your ad spend, your ads are going to become less and less effective as they go to broader and broader audiences. Eventually, you're going to hire an appointment setter or multiple appointment setters.
You're going to hire a sales rep or multiple sales rep, eventually a sales manager, more and more fulfillment employees, and then managers or team leads or pod leaders for that. Then you're going to have a C -suite. Then you're going to have finance, recruiting, HR.
Your costs only go up as you scale your ad campaign. And if you don't pay close attention to unit economics, which basically means increase price, decrease fulfillment costs, work on decreasing acquisition costs, you are going to basically plateau.
And so many people will be fucking around with their hooks and editing or VSL and like, why can't I get this to work? When in reality, their business is fundamentally broken and basically needs to be redesigned. And I know this from experience.
That's how I know this. Trust me. No one knows this better than me.
So in terms of this business and the core seven is a very big part of everything that I'm going to show you. Like, let's talk about our challenges. Like we are in one of the best possible industries, in my opinion, like it's a certain type.
We're in basically every type of insurance, every type of lending, a lot of medical related stuff, just huge amount of revenue. Dollar spent, market cap, publicly traded, private, enterprise clients, but also fragmented brokers, very, very good industry. So that's not our cap.
But our TAM is finite. It's definitely not hundreds of thousands of people like it is in some industries, I guess, or some niches. Our TAM, depending on how you count and depending on how strict you are, It's anywhere between 4 ,000 to 45 ,000.
That depends on what you really consider to be qualified. It's going to be somewhere in that range. It's enough people, but a lot of the people are individuals, or maybe they have a few sales reps, or maybe they have some of this stuff.
Not necessarily who we are going to go after, ideally, but people we're going to be forced to, or we are forced to. In this industry, and I guess all industries to some degree, it's very difficult to make money on our end unless we're selling leads to very big clients. Because the small companies are kind of small for a reason, right?
Because they don't know how to do something. And in most cases, they don't know how to close relatively cold leads. If they did know, they would be huge clients, right?
That's true in every industry. especially when you're doing lead gen but we both we like basically only make money on whales but we work with smaller clients you know for stability we kind of all of our eggs in one basket and for track record you know test new ads on it all that kind of stuff so we're prepared when the whales come knocking because you know we can't be unprepared um as far as our offer goes it's not really feasible for us to raise the price of our leads like not really which really hamstrings our unit economics, which I'll talk to you about in a second.
The reasons for that is the leads are viewed as a commodity. There's so many people who sell leads, so many agencies, so many affiliates, so many lead aggregators, so many SEO -type review sites. And even if that wasn't the case, at a certain point, it does not really make sense for our clients' unit economics to raise the prices that much.
It just wouldn't make mathematical sense for them. That would be very bad. It's also kind of worth noting that buying leads is the standard way to generate leads in the industry.
So we do have kind of the ideal offer. If you think about Alex Ramosi's value formula, they want leads. We have a good amount of proof or perceived likelihood of achievement.
The time delay is like 24 hours till they get their leads and they don't really have to do anything. Like it's very easy to get clients in this kind of business. It's very easy to get revenue in general, but the revenue quality, I would say, if there is such a thing, like a dollar is a dollar, I guess you could say, but like, I don't know.
The revenue quality is not great because you're not really building a brand. There's not really any moat. There's not really any end game.
It's more of like an arbitrage type thing where you got to make it there. It's kind of like drop shipping almost. It's kind of like the lead generation version of dropshipping is kind of the perfect way to describe it.
And at our scale, like, because we obviously have to fulfill on all these clients who get from our ads, our gross margins are very, very low. Like Alex Ramosi would hate our gross margins. And we really don't make any money until someone buys three plus times.
And then if they buy three plus times, you know, we start to, you know, our payback period, which I'll talk about is, you know. kind of recouped, and then we get more efficient. There's less maintenance for them, less labor costs, and then we kind of make money then.
But our biggest profits come from people who buy like 10, 20, or just like indefinitely type of thing. As far as our big idea goes, like we really haven't found one that's moved the needle. I think it would be much better if we did.
Maybe that will be my next project. And then messaging is really the least of our... kind of challenges with our core seven.
There's many, many good messaging angles and opportunities there. We have basically all of them figured out, et cetera. And then the last one is proof.
And this is a very interesting one for my opinion, at least maybe you'll find it interesting, but we found like the traditional forms of proof, you know, how the logos, the, you know, screenshots of wins, the reviews, the video testimonials. they're either largely ignored or when we bring them up, especially as we've gotten to colder and colder audiences, it's more like they're not even just not helpful, but they're actively viewed as us trying to scam them by saying, look at how many good results it is.
And I think in this industry, because the standard way of generating leads is essentially buying them. Literally, effectively, every client that we would deal with nowadays has had terrible experiences with lead sellers or agencies before, probably multiple experiences. And this is, to me, if I had to guess, even more pronounced than just like kind of like everyone's had a bad experience with an agency before, like ever, right?
Even other agencies. But to me, this is like taken to the extreme in these kind of businesses and these kind of industries and business models. So it's very interesting that we can't really, like we had to come up with other forms of proof and I'll get to those as some of them.
So like I said, we do a pay -per -lead model in our leads and this is what all of our ads are based around. And we do have different options like during the sales process, if there's a better fit, pay -per -lead mostly, pay -per -call if they really have a good process, live transfers if they. have like a 24 seven sales team revenue per call.
We're not really big on that rev share. It's very rare. And we're only really going to do that with like fortune 500 or big companies that you have like a contract that they're actually going to honor basically.
And then this is rare, but increasingly common, like especially in the last six months, a percentage of ad spend deals where it's, you know, on their, all their brand and stuff. And they just pay us, you know, I'm not going to say the amount, but a percentage of ad spend and it varies by deal.
Really excited about those actually, as it's a lot less risk for us. But I want to kind of like talk about pay -per -lead in general, and then we'll get into the actual things. But pay -per -lead definitely seems to become more popular.
I see a lot of like biz ops, like courses for it. And we basically increased our revenue by over 10x in less than a year. when we switched from a retainer to a pay -per -lead model.
But that's really because we really knew what we were doing, right? And it is the best business model on earth, in my opinion, when it's going well. But when it's not, it's got to be the worst business model on earth.
And I really can't think of anything worse. And because of that, I would never really recommend a pay -per -lead model to beginners. Pay -per -lead is not like a different agency or a new opportunity.
It's just a billing model, like retainers versus pay -per -lead, right? And it does seem very glamorous, right? And it is.
And I love it. But you can really get absolutely destroyed if you don't know what you're doing because you're taking on a lot of risk in the form of ad spend usually that you're fronting. So if you're going to do it, just be careful.
But I really like it if you know what you're doing. Every single dollar that we spent and every single thing in the rest of the video is going through a very, very standard book a call funnel. just exactly what you'd expect if you have an agency or you know anything about this stuff.
Our ICP is old, like relatively 45 to 59 year olds, male. So we don't do any challenge funnels or book funnels or low ticket funnels or webinars or anything like that. And in our process, like people really do book a call on a Calendly or any call tool, booker, call booker tool at a time that works for them.
but I actually pulled the numbers because I wanted to make this video fairly accurate. And about 31 % of total meetings, like the whole meeting occurs by calling them after they book. And I don't really, I don't know why I pulled that data and I never really seen someone track that, but I thought that was, seems high.
I don't know. But so like we call them, they book like, hey, do you want to do the meeting now? Sure.
That's what I mean by that. 31%, that seems very high. So this is a picture of the Booker call funnel.
So we have our traffic at the left -hand side that goes to our landing page, application form. I know you can't really see it right now. Well, I apologize.
Call booking, pre -call flow, sales call, follow -up, and then close. And I think to understand on a very fundamental level how to scale ad campaigns, We need to understand that, at least in lead generation, there's four phases to this.
There's getting the click, there's getting the call booked, there's getting them to show up, and there's getting them to close, right? And if any one of these phases falls through, we don't get the client. And that means, if you just oversimplify it a little bit, that the actual ads themselves are, at most, 25 % of the process.
We need to get cheap enough traffic, and we need to get the right traffic. That's really all that there is. So like when people say like, my ads don't work, my first question is like, what do you mean by that?
And they don't really know what they mean by that. But, you know, think of all of the things that could be like, my ads don't work, right? You know, is it your ads themselves?
Are they not getting the right kind of traffic? Are you, do you have the wrong campaign type? You know, is your above the fold on your landing page bad?
Does your VSL bad? Does your, you know, headline match the ad? There could be hundreds of different things that when someone says my ads don't work or your ads aren't working, like there could be so many reasons.
And I think that a lot of people don't understand that on a fundamental level, the four phases. And I feel like anecdotally, like this is the reason that especially like, cause I used to be, I used to have a Facebook ad agency and.
I know I found it really tough. And since like over the past few years when I've like worked with a lot of agencies, people who come from e -commerce, especially like they have an e -commerce Facebook ad agency really struggle with this because they put like, well, it is their job, but they put so much time in the ad creative and like no time on anything else.
Cause that's how you succeed in e -commerce. I guess you could say you got to do the landing page in e -commerce too, that they just don't really, for some reason, develop an understanding of the rest. To me, there's almost no worse people at Facebook ads than people who have a Facebook ad agency for e -commerce, but I'm rambling at this point.
So phase one with the clicks for us, we have 95 % Facebook ads. I should have put Google, I should have put, let's edit in real time, do some surgery. So 95 % Facebook ads and Google search, I guess, suppose you could guess that 94 % of that 95 % is Facebook ads.
And then we do basic ads on YouTube, LinkedIn, Twitter, native, all like the audience networks, the Google Display Network, sponsorships, like certain newsletters and podcasts that we sponsor. It's actually pretty good, just low volume. But that's really what we do.
Phase two is the calls. And we just have our sales page, VSL, application form, book a call page, DQ page and DQ offer, which we'll talk about later because it's... Probably the most important part of this entire video.
Then we have the shows. We have a thank you page, pre -call flow, our reminders. The closer sends a selfie video of them like talking to their phone.
You know, we run retargeting ads and then we have a couple of ultra long form courses, sales assets that we push aggressively from our appointment center. And then we have basically the sales call plan or the process, the presentation, the follow -up flow and the book. meeting from a meeting rule.
Like if they're not going to buy right now, we got to book a second meeting. Very, very important, but very basic stuff. So like realistically nothing out of the ordinary for how our funnel works.
It's just doing it really well and always improving it. And then as far as a list of changes, like we're getting into the real sauce here, I'm going to go over 22 different things that I believe A reasonable person would say contributed to this result.
Don't think I forgot anything, but these are in no particular order. I am not going to read them off the screen to you right now, but the referral partners to liquidate ad spend, which I guess is a preview in and of itself, is the most important part of this entire thing. And we're going to get to that in the sixth spot.
Then we have more stuff here. So these all contributed and are in no particular order. And for each of these, I think it's going to be very important.
I have indicated which of the four phases or pieces of the core seven it targets and improves just so you can see like how it comes back to what I've said before. And the main thing is, or the main takeaway is kind of how little any of these changes have to do with the ad creatives themselves. And to me, when you're scaling, that is a very, very important part to understand.
So the first is funnel optimization. And this targets phase two, which is the calls. Like the funnel was never bad at any point.
But as we scale, like our ads, when we spend more on ads, we scale our ad spend. You know, there's only so many ultra qualified people out there, right? So the more we spend our ads, now we're going to the second tier of being qualified.
you know, just say very qualified. And then we go to qualified and then we go to sort of qualified and then we go to barely qualified, you know, and as you spend your ads, you get more and more. And the leads we get nowadays are just like insanely cold.
And it's truly amazing. I actually heard someone on a podcast say how cold his leads are. And it's so funny because it's so true.
And when the leads are that cold, like. We really need to be dialed at every part of the funnel. And historically, show rate and close rate have always been fine.
I can't think of a single time in the last two years, 25 months, where the show rate or the close rate has been the constraint. Getting clicks has always been up and down, as far as the ad creatives. It's fairly stable these days.
But getting calls booked has been and is still the biggest constraint. And specifically, I think it's just because of this industry, because I've tried everything, but there's a huge drop off. I think of like 50 % plus here between application and call booked.
So like we have an application to filter them and like they're qualified and just over 50 % don't book there. And our appointment centers literally have to just chase them down. And I've probably spent a hundred.
No, more than that. 200k, I would assume, in the past two years on masterminds for this kind of thing. And I've literally tried everything that anyone's told me to do.
And some of them did work, to be fair. But I really haven't been able to figure this out. So if anyone has any ideas, comments.
And really, as far as the action goes for this, we do a lot of landing page A -B tests. We do one once a week because we just have enough traffic to do that. We do split test our VSL and the consumption rates and the start rate and the hook rate because we have a lot of traffic, quite frankly, and to the point where it would be statistically significant in one week.
Whereas lots of people just don't really AB test because they don't have enough traffic for it to be meaningful. We're really key on managing email deliverability and we just kind of obsess over it. And then the ad creative system and workflows and specifically...
how they relate to the funnel. This, after the thing that I said was the most important earlier, like this has got to be the second most important. And it's what I refer to at least as copy and paste fulfillment.
This targets the core seven and the industry and the unit economics. And this entire case study video, this entire result would not be possible without this. There's three parts of any business, including this one.
There's marketing their sales and fulfillment, at least on a large level. Some people don't have sales, they do direct, but rambling. And it's hard to believe, I would say, especially for, I don't know, people who can't get clients on demand.
But eventually you get so good at booking calls and so efficient at it that marketing is just no longer a constraint. Booking calls is just as easy as tying your shoes in the morning. And at that point, the constraint will almost always shift from...
marketing to fulfillment and basically delivering consistent results at scale because delivering results at all is hard you know delivering them at scale adds its own you know makes it even harder right and we have completely basically removed the fulfillment constraint because we've chosen a very multiple but in this case we'll talk about our main vertical very specific industry where no matter what like fulfilling between every client is 100 identical Like everybody gets the same leads and there's no, they can't choose the qualifications.
They are what they are. They don't really choose the price. It is what it is.
You know, everyone gets the same leads and we basically clone all the assets, put their name, logo, domain, and then launch it as our fulfillment costs are very low too. And that's great. But this just like really is not the case in a lot of industries that people are in, right?
e -commerce, SaaS, agencies, courses, consultants, SMBs, if you go that broad, at least local businesses. Because scaling ads for, let's just pick on e -com because I just know the industry well and there's so many people. If you had an ad agency, if I had this exact agency for e -commerce, every single client has a completely different product, brand.
ICP, everything must be built from scratch the same time. And that just makes it so you have, you know, high paid, high skilled labor, which nukes your margins. But it's also just like, I can't get a winning ad from beef jerky client and just use that same ad, you know, for collagen, right?
Like that ad just, you can't use it obviously because it does not sell collagen. It sells beef jerky. But you just usually can't even just like recreate that ad around something different.
And a lot of time you can't even recreate or you can't even use that same ad for another beef jerky client as messed up as that sounds. Just because every store is completely different. Branding, ICP, benefits, you name it.
Versus this, like you can literally just use the exact same ad and landing page. And that's it. So fulfillment is never a constraint.
I just don't think you could scale to $22 ,000 per day under normal circumstances as someone who's in an e -commerce niche or SaaS or anything. I'm sure there could be one example ever, but the exception proves the rule in that case. And very, very important that you understand this because it wouldn't be possible without it.
The next thing we do is more like on a tactical level, talking about a lot of heavy stuff here. phase two, and calls. And we do prospecting to everyone who applies.
And what that means is whenever someone applies and we collect name, email, phone number, and their LinkedIn URL and their website on our forum, not a lot of people connect LinkedIn URL, but just LinkedIn is where this industry hangs out. And we basically have just an automated flow that automatically enriches all of that information in clay and tries to find their LinkedIn.
which LinkedIn is optional in the form. So not everybody fills it out, but most do. So mostly to confirm their LinkedIn, Instagram, Twitter, and Facebook.
And then we have an automation with AI agents now that follows them on all of our setters accounts basically, and sends them basically what amounts to a one pager and loom. And just like, we used to just make the setters do this, but now with AI agents, this. It gets done faster, more consistently, more accurately.
And it's done a great job. And this is one of the changes that was geared towards improving the drop -off between application and the call booked for us. So imagine you fill out a form.
You just get followed on every platform, phoned, SMS, email. Probably annoying, but it definitely does work. And it definitely, I don't know a percentage of how it improved, but very, very good.
A very enlightening one. And it's the best closers at our company only get the best leads. And by best leads, I mean the highest scoring on our lead score in the application.
So this targets phase four, which is closes. And I either heard a story or read a book or watched probably a YouTube short, because I'm a degenerate like that, of a story about a timeshare rep. And he did the most sales at his timeshare agency, whatever.
That year, and as a result or reward, he got to spend an hour with the CEO and all he did was convince him to send the best reps, the best leads. And like, I can't remember exactly, but by doing that, basically he got his income from something like 300K to $2 .5 million per year the next year just by getting the best leads.
And I implemented, like that sounded smart to me, right? And I implemented basically a version of this at our agency. So like we book 85 calls per day or so.
And there's a caveat to that, which we'll talk about in the self -liquidation. And now like the best closers get such high quality leads that they're essentially like layups. And now they make so much more money.
And that has a lot of implications, right? Number one, they like never leave or get poached really. But even more importantly, all they do now, presumably, is they brag to their friends who are elite sales reps as well.
People hang out with people who are like them. Elite sales reps hang out with elite sales reps and their friends just beg to work with us. It's kind of hilarious.
So just I'm quitting my company like tomorrow and I'm going to come work for you. And now like we have so many elite closers and our sales recruiting costs and just like time invested has gone to zero just because essentially an infinite opportunity to hire elite closers. Very good stuff.
And this. has in turn really, really helped our close rate, which wasn't even bad to begin with. There was nothing wrong with our close rate, but now it's very, very strong.
I almost don't want to tell you what our close rate is on the average qualified live call. The next is what we're going to call the selfie video plus one pager plus loom. The loom goes over what I'm going to refer to as the unique mechanism here.
I should have put this before that other slide that just mentioned it because that was a bit out of order. But this targets calls and shows. And we've had or we've always had a huge problem around I've tried meta ads or bought leads before and they were shit as like the objection.
And in many cases, like this is the only objection that actually matters. Or like this objection, if you like. It's a 99 out of 100 in severity.
And all the other objections are like a five out of 100. Because if you get them to believe that these leads aren't shit, everything else is pretty straightforward, to be honest. So really, what happens every time someone applies and or books a call, they get a selfie video of the founder, which is not me in this case.
It's about 40 seconds. It points at the screen and says, look at these results we got for the clients.
That was such a bad impression of what these selfie videos actually like. Then they get a one -pager, which is a screenshot, not even a link for... Because no one wants to click on a link, basically.
And it shows the exact process, literally everything you need to know about working with us on one page literally fits in a screenshot. And then we also send them a loom, which is a link, but... with a selfie video in the one pager, more likely to click the loom.
And this is basically, in this case, this is me in the loom. This is a 13 minute loom with a Miro board. And it essentially shows the unique mechanism, which essentially overcomes the, I've tried this before and these leads are shit.
So realistically, like this is what we do. We tell them, you know, in a unique mechanism, there's lots of definitions about it. But to me, it's, You know, your simple explanation as to why this is going to work when other stuff has failed.
So a few parts, right? We tell them through every part of our application form that we go through and why it's there and why it leads to qualified leads. And then we tell them about, like, we literally draw, like, literally that exact, not exact, a very close version of that mirror board that I showed the book of call funnel.
More like a call center version or a live transfer version. But it basically, because the leads we generate aren't booking a call for them, just to clarify, like they're filling out a form and then the clients call them. Like it goes through step by step.
Like this is what the average person does. This is why the leads suck. And this is what we do.
And then it talks about all the leads are going to see a thing like a branded thank you page. They're going to receive these welcome emails from us. They're going to get retargeting ads to help you out.
You know that video we sent you? Like here's a script for you to send it to them and here's how to do it automatically. And this is why our leads are going to work when everyone else's are shit.
Essentially. And the only goal to me with a unique mechanism and this process is to just get a reasonable person to think, oh, like that make, you know, that makes sense. That's it.
Nothing more, nothing less. And it's very good. Very helpful.
This is. The maybe what you've been waiting for, depending on how invested you are in this video up to this point. But this is referral partners to liquidate ad spend and it targets the unit economics part of the core seven.
And this is arguably the single smartest thing that I've ever done in my business career. And let's go back a little bit and refresh, right? We only really make money in pay per lead when you work with whale clients or people who just buy leads a lot.
And basically what we do is we track anyone who buys three or more orders of leads, because especially at the start, we just sell them like packs of leads. You pay X amount, you get Y leads. We don't really do like net billing until, you know, many, many orders.
And for us, at least, and this is across all of our verticals, and this is similar to what I hear people talk about. no matter what, like 70 % of people who buy leads from us just never buy a second time. They essentially churn after the first order and then more churn after the second.
But if they get to the third purchase, not only is that where we really start making money, but like a lot of the time, if they get to the third purchase, like they're locked in for a varying amount of times, but for a while on average. And based on the form responses, 91 % of total people in... 2025, who basically bought three times, 91 % of those indicated on the form that they have bought leads before.
So that's one of the questions in the form, have you bought leads before? So that's pretty insane, right? Basically, almost no one who hasn't bought leads before becomes a good client.
And this is going to be very relevant in this part, in a few seconds or minutes. And then also, Based on their form responses, there is a 98 .5 % success rate of people who buy three or more times.
So effectively everyone who actually buys three or more times has three plus reps. We don't call it reps, but three plus people who are going to receive the leads. They've bought leads before and they have 100K per month or more budget.
And we're not verifying that budget, but they say that on the form.
Early, you know, late 2025, I guess. Yeah, late 2025. I'm getting my years mixed up between 2025 and 2026.
We decided that we should only work with people who are in that 98 .5 % success rate. Three plus reps. They bought leads before and they have, at least according to them, 100K per month budget.
And we basically nuked, DQ. Anyone who doesn't fit all of those criteria. And now we refer them to our SEO or AEO, which is the AI version of SEO.
It's the same partners, but we refer them away instead of dealing with them at all. So they sell them SEO services and then they pay us a commission, which is the first month's payment upfront. And they basically charge, you know, this usually will lead to 3K to 5K in a payment for us.
And this completely liquidates all of our 16K per day ad spend because actually we only do this in the main vertical. And we actually usually make a small profit on this, especially for like there's certain times where it seems closer to 5K on average. And we really make even a small profit on acquiring the customers.
So there is a sales cycle, of course. Like, you know, this is not like e -commerce where you're getting it instantly. But because of this, we have literally absolutely no risk to advertising.
And I'm trying to implement this to the other verticals, but we don't really need to spend just not that much on those. And our unit economics are better, so it's not that pressing. But absolutely no risk to advertising at all.
Literally zero consequences effectively. And we're booking 85 calls per day. About 75 % of those get DQ'd instantaneously.
And then our cost per call on those is, last time I checked, $181 USD. And our cost per qualified kind of live call or cost per qualified call that we actually take is about $1 ,600. But remember, it's free.
And $1 ,600, if it wasn't free, is very untenable for us. Like we would not be spending this much. And that's why this is the key.
for everything. And essentially what this means is our top closers, which is three of them, they get five qualified calls per day each that are essentially these layup deals. And then we usually get about 500 or five qualified calls per day from other sources as well.
That's why there's three. And then three months ago, so this is 2026 at this point, we basically switched to closing all of the non layups, the 75 ourselves for a couple of reasons.
Our partners were quite frankly, like terrible at it and they had a horrible close rate and it still worked. But now we just like 75 calls is just too many for them to support. So all of our other closers get five to eight calls per day, depending on capacity and the top reps, you know, are in the pool of the people who get the really ultra qualified ones.
And this is a fluid situation, so there's a little bit of competition. And you can get in the top pool by closing a ton of people. We try to make it kind of a lighthearted game because that's kind of messed up.
People get kind of upset if they get kicked out of the pool, but it is what it is. This is closing for you. But the next part is, and kind of an awkward transition, we'll just cap this up by this is the most important part, probably the best idea I've ever had.
But anyway, the next is let's get into some actual ad stuff here because we don't really talk about ads in phase one, which is clicks because it's not that important. But we're going to talk about vertical scaling. And vertical scaling, that's what I call it at least, is when you attempt to go deeper in your ICP in terms of messaging to reach more and more niche pockets by talking about more specific problems.
Like we do this and this is a form of scaling because not everyone, even in the same ICP, has the same problems or desired results as each other, right? Like what would be a good example? Like if I talk, if I made all of my videos and ads about YouTube, like there's just certain people who watch my videos that just either don't want to post on YouTube, they already successfully do, you know, whatever.
And as such, they don't. or they just doesn't resonate with them. But those same people have ad problems, sales problems, operations problems, etc.
Like this is kind of the concept behind this. Not everybody responds to the same thing. And we've tried hundreds of different messaging angles and variations, literally anything that you could possibly think of.
And we've really come down to 20 that actually work. And by work, you know, consistent and reasonable probability of getting a good cost per qualified call. And there's six, what I call workhorse angles that really drive most of the spend.
Those are going to get like, you know, 85 to 90 % of the spend. And then you have 14, what we're going to call niche angles that really do work, but they're very like specific, as the name suggests, niche problems that really do well with people who actually have those problems. But they're very specific, if you know what I mean.
And then we also do what I call horizontal scaling. So we did the vertical one first, and then we went to horizontal. And horizontal basically means you're attempting to go wider and just appeal to more people with essentially the same ads.
So in our case, this is basically about making different variations of the best and winning ads. So we have four different avatars, races. We have different races in our ads, slightly different ages, just different people in general.
All of our avatars are usually men because that's just, you know, everyone we have in our industry, at least. We have multiple different formats. So we have like TikTok comment, Reddit comment, FAQ comment, you know, traditional talking head VSL, UGC, you know, case study hook, you know, or some podcasts, man on the street.
Some of these are AI generated. Some of them aren't. We have those 20 different messaging angles that work.
And then we usually, it doesn't work with every ad, but we usually will apply six different concepts to it. So format is like kind of the ad style or ad type. Concept more means like, you know, positive, negative, case study, story, how to, FAQ.
Like you need to buy this. This is the best protein shake. Don't buy those protein shakes.
Those are terrible. This is a story about how Matt got ripped by drinking this protein shake. That's kind of an example of positive, negative case study.
Same thing, just spun in a different way. And to make a tremendous volume of ad creative, at least the amount that we want to do, we found it very, very strong to hire actors instead of overpriced and entitled UGC creators. So a lot of people in our ads are literally like people in LA or New York City.
or wherever who are trying to make it as like a traditional actor those people are usually a lot better usually a lot nicer to work with in my experience at least and a lot cheaper because they're just trying to make money to survive they're not like my god with the ugc creators what rights do you have over this how long you know like oh my god i just and then as far as our workflow goes like we'll we don't really test any ad angles at this point because that's you know, long in the past.
But when we did, we'd always try new angles with static image ads first because they're just so easy to get live. Then if that works, we would try to test the video version in an AI video, generated video. And then if that works, then we basically get the actor to do it.
And if it still works, then we expand the avatars and or like the different formats and concepts. And that's kind of our workflow. I think it's pretty good.
Really works for us at least. Next is something that targets phase one and phase two, which is video testimonials literally inside the ad, especially VSL2. But I heard Alex Ramosi say, I think in a short form video at one point that he went through, I think it was in gym lunch, but he just went through his top 30 or whatever videos, right?
Or ads rather. And then... Of the 20, 19 of them were just the offer and then proof.
So it sounds reasonable. I kind of wanted to test that for myself. And I found out it was true.
So I tried a lot of versions of this, but I eventually found the best form to basically be video ads plus the VSL. So in the ad, you have that strip usually. wherever you put it, but it always says like the ICP and the offer on screen and like literally seven words or less.
And I have it on the screen for like three seconds usually, and then it goes off. And then within five seconds, usually we're going to try to have logos or screenshots on the screen with like the exact client and company name, because no one believes anything that's just a screenshot anymore. And that happens within five seconds usually.
We aim to have in video ads the entire offer to be understood, done, delivered, proof within 15 seconds because it seems like a reasonable amount of time, to be honest. It's not really. We just found that through play is a Facebook ad metric for a reason, which is 15 seconds.
And then after the 15 seconds, from second 15 to 45, we literally just edit. different video testimonials in the ad. So we have like up here, company name, client name, one line result.
And then literally like the, like the story dimensions of the ad. And he's just like clipping the best parts. And that really is a really baseline, really good baseline way to do your ads.
I highly recommend this one because that's very universal and accessible to anyone. Very strong. The next is the basically targeting phase two and phase three.
And this is 68 FAQ videos posted on all social media accounts. In this industry, we have a huge problem with ad accounts and page bans. And I think everyone's having troubles with that these days, it sounds like.
But this has kind of always been true for us. And we're always having to create new ones. Like we don't really produce too much content in general, but this prevents us from putting too much effort into a Facebook page.
We also usually have to run multiple pages and Instagram because a lot of the pages never stay up for long enough, especially on the B2C side of things, not so much the B2B to increase our ad creative limit. Because if you don't spend like... The amount of ads you can actually run in your Facebook ad account, and most people probably just don't make enough creatives to run into this problem.
But I can't remember. It's almost like if you don't spend a certain, like you have to spend a certain amount to get to even a thousand ad creatives in your account. So we, page usually gets banned or restricted before we hit that threshold.
So we just have like so many different pages that we're advertising from. And what we've done is we've. basically taken the 68 most common questions from the every call transcript ever and we just narrowed it down to these 68 and we created like well not me but someone at our company has basically created videos again like the cover photo it's the question at the top they're like on their phone like this and then they're just talking to the camera and answering the faq and we post them on the page so it's like reverse order like on an instagram account like your most recent one is uh you know, like shows up first, I guess.
I don't know how to describe it other than that. So basically we post the least important one, like first, then the second one, so that by the time we post all of them, our most important ones are at the top of the page and pinned. And then this really has done wonders for our booker call rate and then how knowledgeable they are when they show up to the call.
Presumably people see the ad, they click on the page, and then they view a couple of these. Oh my God, formatting. Should watch, proofread our own document.
The next one is also to do with shows. Actually, I could argue this is also, let's do some live surgery. Phase two calls and phase three shows.
But we have... AI agent on all of our pages, Facebook and Instagram, basically posting client wins on the stories every single hour of the day, basically 24 times a day. And like we start to get a lot of followers in our ICP just because we have a lot of ad spend.
And every time someone has ever complimented us, literally ever, we used to have a VA doing this, but now the AI agent does this. They put it in a Google Drive and then they just schedule to post this on Instagram and Facebook every hour on all of the pages, all of the Instagram accounts. So there's just nonstop wins on the story, no matter what.
We have thousands and thousands of screenshots at this point. So realistically, even if they watch it like a hawk, never going to see the same one. And basically, I have no proof that this works, but...
I've just checked and had the AI agent make spreadsheets on all the accounts that so many people who end up becoming clients have viewed a lot of the stories because you can actually scrape that. So I really think that this has done a good amount of work for us, especially with people who see the ads follow, maybe on the fence, not really going to book a call yet, but okay, maybe it books them a call.
Now they're invested in the time to call. is booked in the time the call takes place they just keep seeing these and they click on wow i just really can just scroll through this forever and basically not you know run out of wins they must be good just at least my my theory the next is a what we're going to call an ultra long form course this is meant to target phase three shows but definitely i would say helps phase four a little bit too And in this, I personally recorded a three and a half hour course on how to scale the marketing for an insurance agency, which is one type of insurance is our main vertical here.
So it really is kind of like the video you're watching now. Like really, that's kind of the format of it. And I have quite a few ultra long videos like this on my channel if you want a reference for it.
This basically goes over every single step that you could possibly do to build your insurance agency other than how to actually fulfill the insurance. I don't really know how to do that. But anything marketing and sales related, we frame this as an exclusive training for anyone who is in our email list or has applied or has booked a call.
It was actually public for a while, but we found that people weren't really consuming it as much as we would have liked. We had a thesis that or a theory that if we like viewed it like, oh, you can't get this on YouTube. This is only for people.
And it's on a page on our website that people would watch it more. And that theory turned out to be correct. So very nice.
So it's basically behind a gate. You have to do like a one time, not one time, like a magic email link, basically. And it only, if you submit application, book a call, or you can only book a call if you submit application, but you submit application, you get an email for this like right away, even though you really weren't expecting it.
And then you put that email in this magic link and it makes it feel more exclusive. At least that's was the theory. And that's when now it gets consumed at a much higher rate.
So we can only conclude that theory was correct. But what we do is we force feed them this in the sales process. between the time they apply and book a call before the call takes place.
And upwards of 60 % of the people have at least viewed or clicked on it. They were at least sent the magic link. That's how we track it.
And then we always ask them on the call, like as part of our actual sales plan, sales script, like, did you watch the video we sent you? And there's a very high correlation between like, if they did watch it at all and the close rate. And there's an ultra high correlation.
between the amount they consumed and the repeat purchase rate. So the people who consume the most of this tend to get more orders, basically. 3 +, 5 +, 10 -plus orders.
And I think that makes sense. But I think that this is kind of like... If you remember back when I said that one of the challenges in scaling our Core 7, specifically the proof, is that...
People think in this industry that you're just scamming them. They think none of the wins, reviews, or anything is real, and you're just trying to scam them. So this is our form of proof.
Where is everybody else's three and a half hour course if they are so good at selling leads and so great at your insurance vertical, right? Here it is. They consume it.
There's actually some... Well, I like to think it's good. It's kind of like what you're watching right now, where it's different insights, different experience, different stories, different examples.
Do this, this, this, and this basically in a three and a half hour course. Very, very strong form of proof, especially when people are very skeptical. The next one is we have three different activation points.
And essentially this targets phase two and three. And building on the last point, because no one really believes anything. in this industry or icp we really needed to switch our strategy and that ultra long form course was a good form of proof but there are many forms of proof not just kind of the screenshots in my opinion at least these screenshots and like the evidence -based proof is what we'll call it the logos testimonials actually the weakest form of proof to me like activation points are the best and an activation point is basically you tell someone to do something They do it.
They get a win on their own. And now like, wow, what he said actually worked. Maybe I'll go buy from him.
That's the best form of proof. To me, those long form content pieces like the course are kind of the second best form of proof. The third best form of proof, in my opinion, is like you just.
I don't know how you describe that. The third best form of proof is like you really know what their problems are. in like the exact way that they think about it, kind of like in the messaging angles, like just you knowing it and describing it in the way that they do is a very, very, like very powerful, but subtle form of proof.
And then I would put like the literally like screenshots and shit in the fourth tier. So the ultimate form of proof is you telling them to do something, them trying it and getting a good result or really any result. And we have three activation points for them to try on their own before buying.
They can actually just download a PDF, like right off the sales page. Like most people would kind of like highly discourage this. They can just, so they have the VSL, they scroll down, they click, try these three things, clicks up, pulls up a PDF.
They save it. It tells them to make this selfie video with this script, with a link of it. It tells them to use this sales process and this script specifically for Facebook ads.
And nowadays this didn't used to be true, but. because AI agents have gotten a lot better, but it has a GitHub repo and a setup guide for an agent that will follow up on their leads for them. 100 % automatically, very good.
SMS and email only, doesn't call, but it's better than most people do in this industry on their own. So like they can really do these three things absolutely free. And just think about that.
Does this guy really sell good leads? Like, I don't even know. Well, okay, he has this and it sounds legit.
You know, I'm gonna... Submit an application and book a call. Try this thing.
And if it doesn't work, I will not book the call. Or, okay, I'm on the page. I got this.
Well, that looks good. Now I'm going to apply when maybe I wouldn't have earlier. These activation points and this concept in general is an extremely high -level marketing concept or theory that if you are kind of doing cold traffic at scale, you really want to try to find these activation points.
And to some degree, these activation points are things you just make up. In some degree, like when you have enough data, you can look back and see what things make them very likely to book a call. And those can be your activation points too.
So it's kind of a little bit of each. The next is basically one of the ones from phase one clicks. And it also touches on unit economics.
And that was firing two thirds of the ad team. We make so many creatives, especially on the fulfillment side, because we fulfill these clients through paid ads ourselves, that our team. peaked at something about 110 people, like full -time plus contractors.
The USA and Canada are like really our main, like a lot of the people who are there are actually full -time employees, but are like South Africa, Slovenia and Pakistan are our primary recruiting grounds. We like actually have, you know, South African, Slovenian and Pakistani, like full -time employed there that actually recruits people for us.
And I had my suspicions, especially as we were, maybe like the 6K per day range that like none of these people actually, very few of these people actually do anything. I wouldn't say none, but no one really wanted to listen to that.
And I really had to prove it because everybody was kind of skeptical that that's true. So I made a spreadsheet that counted every ad creative or creative concept because these are all kind of creative strategist type people. I'm not really counting on the editors here.
But I basically put everybody's ad, like we made a system and then we backfilled it, put everybody's ad in a spreadsheet and you could track the volume of ads they made. But then we would, through like really painstaking effort at the time, because the AI agents really didn't do this at the time, but like they would take the ads that got spent and like tie it back to which person did it, like which person made the concept and made the ad.
And I found that so many people, more or less two -thirds as you can see, it's not that they didn't even provide value, but they're actually providing a negative ROI to us because their ads didn't work at such a high degree that we're just wasting our ad spend. And they just tended to piss off the people who actually made good ads, which is kind of like B players and C players make A players mad type thing.
You hear that cliche, and it's very true. So basically what we did to a large degree, not fully, but we laid off these people. Well, we did that.
And then to some degree, we took the money that we were paying those two thirds that got fired and either raise the base pay, which we did on pretty much everybody, but then also have a lot of good incentives for the people who still work in the creative department. If they get winning ads, they get one -time bonus for every new ad that outperforms the benchmark.
So a lot of them make twice as much money. I was going to say 20 times, twice as much money. And because we're paying those bonuses and the increase in base from basically transferring the salary of the two -thirds that got fired, we get better ads with a smaller team and everyone's happier.
It's perfect.
This is the AI agent follow -up system. I touched on it in the activation points, but I proved this out for ourselves. This one was relatively new, in the AI agent at least, and it was done much worse before by VAs.
So basically, after the call, I have written a follow -up framework that we just kind of use. The AI agent combines that framework with the...
CRM, I guess, all the data from the CRM, the company name, their name, and then a one -liner. And it writes the framework, but it's personalized just enough where it's a lot more effective than just having a boilerplate template. And the most specific thing is in our follow -up flow, for reference, I guess, how would you say?
Our follow -up flow is about 12 weeks. And we send them about eight case studies in that 12 weeks, essentially. And it's not much, but it selects case studies that are similar in size, similar to state in terms of location, similar as possible to them to try to make the proof and the case studies more relevant.
I'm not sure how much that helps, but logically speaking, I think it probably would help. The real needle mover is it follows up 100 % of the time instead of like 50 % of the time. And anyone who's, or even less, and anyone who's had any storm of sales reps will know the pain of getting your team to follow up.
So it follows up by email, SMS, LinkedIn, Twitter, if possible, when we enriched it earlier, Instagram, if possible, when we enriched it earlier, Facebook, et cetera. And it just does that with ultra efficiency. And this one really like, as you probably could imagine, has really moved the needle for our close rate, which is pretty good before.
The next is kind of like a micro, I wouldn't say a micro win, but it's targeting phase two and calls. So remember that I had like, or I said about 20 ad angles that really work. A lot of people just have their funnel and we still have our funnel.
Everything's the same, but I basically duplicated the... main page of the funnel 20 times and match the headline to the ad angle. And those, now we have our ad sets or campaigns depending on like the details, but we'll have it basically, how would you say, like it's titled by ad angle now.
And every ad in that group of ads with that ad angle goes to the corresponding landing page. Like when you get to large scale advertising, like the strategy behind it will usually largely transformed to i need to like have a big breakthrough and find something that works to like stacking small wins i guess you could say a 10 improvement when you're spending a hundred dollars per day is not really worth much or you need more like a five thousand percent improvement at that part but a 10 improvement at 16 000 per day is a lot and congruency Basically matching every step is a huge part of success when it comes to advertising and marketing in general.
The ad should match the landing page, which matches the VSL, which matches the emails, which matches the pre -call email flow, which matches the sale. Like you get the point. And basically we have those 20 winning ad angles that I cloned all match the headline and then edit on five seconds to the VSL.
So we have the VSL, but then the first five seconds are modular basically to try and further match to the, And this, you know, it's not going to make your ads magically work when they're not working before, but it is 10, 15 % improvement that is well worth the effort for us when we're advertising at a large scale. And similar to that one, like we basically changed all of our landing pages to Vercel for speed reasons.
I am a big Webflow enjoyer and I've always used Webflow for this, but we are looking for those micro wins and this targets phase two calls again. The site speed and the page load time can be a significant factor in your conversion rate, more so if your landing page is just freakishly slow. And I've always paid great attention to this.
I used to have a CRO agency, so it's not like we're going to revolutionize our conversion rate based on what we were doing. But like I said, 2 % to 15 % improvement. And then basically me saying, Codex, copy all these pages identically in Vercel, basically took our first contentful paint, which is usually like...
If you do a page speed test, that's the metric from 2 .3 seconds on average down to 0 .8 seconds on average. And that to me is a good conversion rate optimization thing if you're at a large enough scale. But anecdotally, and I have no proof, but it feels like since we did that, we get lower CPMs.
I can't say that as a matter of fact, but it seems like if you look before and after in our ad manager, the CPMs went down since I did that change, which isn't that long ago, actually. The next thing that we have been doing is we, as part of our value prop, basically offer to training or fixing their sales process for free.
And this is on the actual sales page in the VSL. So this is phase two, but it's also phase four because we say it in the sales process. This is not necessarily a very sophisticated industry in comparison to something like e -commerce or even marketing agencies.
you know, stuff is very mind blowing to them. So like, you probably won't be impressed by this because you might probably know that, but if you text them your name before, like, you know, before you call, it'll show up as maybe Matthew Larson, for example, instead of just a number and double calling to get through, do not disturb.
And then we usually try to get them on blue text messages, try to get them to selfie video, actually track their speed to lead and then actually do it. And then actually come with a, unified or not unified but coherent sales call plan because kind of the standard in this industry is like they just phone you and like there's not zoom or anything they're just kind of winging it so this is basically a non -negligible increase for us by having this a lot of people will and do like references and want this as something that differentiates us from just buying leads from someone like you know these leads are good but you know they're not layups you need the proper process really what's the proper process lay this out is what the sales rep does and then say we'll just do this for you if you buy x amount of leads or x amount is a dollar amount and then most people do so actually it kind of maybe increases the aov a little bit i didn't even think of that in this presentation but the next is basically like kind of like this but we actually have a upsell
that we will actually just do your CRM for you, make a speed -to -lead monitoring system, and actually have the enforcement systems to make sure the reps are doing it, implement your sales process, etc. This targets the unit economics. And if they don't want to implement the training themselves, we will just do it.
And we have a dedicated team for this. It's a four -person team. And basically, we charge $5 ,000 as a one -time fee.
And we'll sell these to about 1 in 10 clients. So it kind of adds, just based on that math, it adds about, on average, 500 to the AOV. But it's almost pure profit because this is so systematized and these are overseas and now they're using AI agents to do it.
And that revenue does not sound like a lot, but this additional, we'll call it high margin cash flow, is so important for our advertising efforts that... It's worth mentioning here, just any amount of cash you can get at a large scale is very, very strong. And then it comes with the bonus that if they buy this, they're much more likely to succeed with our leads because they're going to have the system.
So higher repurchase rate as well. The next one is, and has been a huge problem for us. And basically this targets the core seven messaging and unit economics.
I don't really like, well, I'm not going to show you my ads and landing page, et cetera. for obvious reasons, but in this industry, especially like you have no brand, you're like a lead seller with an arbitrage model. Like there's not really any secrets.
There's no moat like others. If they find your ads in this industry, it's not like, it's kind of like drop shipping and you come a little bit, but it's not like you have, you're a personal brand and they want to buy from you. It's not like you're an agency and they have to understand your service.
It's just literally like they almost have to buy this. And if someone else finds your ads and clones them, like they're going to get the same result and they can really just sign up for like an affiliate program in 20 minutes and just get the same shit as you. So what we've been doing, because this is not really a problem that we can fix, but when it happens to you and you, like if you are in your ad account all day and in ad library, you start to see your own ads very, very quickly.
What we did and what I did is I made 10 fake landing pages just in Codex. I had Codex try to make a good landing page. It's not really capable of making a good landing page on its own, so I told it to really try.
And then basically 80 % of our ad creatives are fake just to essentially clog up the ad library and get a lot of impressions using engagement campaigns. You don't even need to spend a lot when you are targeting or maximizing for engagement or video views, like impressions. And then 90 % of the ads that aren't fake We'll have a small budget that goes to the fake landing pages.
So it's very, very hard if you were seeing, if you were to find any of these pages and like see the ad libraries, like which, like what is actually legitimate. And I found that like in this niche, you would, you should never rent an ad account. Like, you know, you buy agency ad accounts or you rent them because to me, and this might sound a little paranoid, but they spy and then they clone you fast as hell.
And if you have to like. What we kind of do is we split our ad account if we have to for budgets or just other reasons between ad accounts so nothing shows up. Because when you get to this amount of spend, and it's very competitive at the top, and people are very dirty, like paying Facebook insiders to just screen record inside your account, just clone your shit from the ad library, like whatever.
And to be fair, this is more of a problem on the B2C side of things, not really a problem on the B2B. It's happened to us a lot with other agencies and lead sellers. And when we started to do this, we literally started getting better results from our ads just because they were getting cloned less.
And a lot of these, I would say, affiliates, lead sellers, agencies are very, very lazy. They're not going to put in any effort on their own. And they're just going to find a clone someone and spend more.
And huge problem for us, especially in the last two years on the B2C side. And this really fixed it. If you are in an industry where you can reasonably be copied like this, basically any kind of pay -per -lead agency, definitely recommend it.
The second last thing we did is a daily newsletter. And I send and I personally write this newsletter to basically every single person in our CRM, five times a week. I said daily, it's like every weekday.
Every newsletter is meant to be a two -minute read and I target about 500 words and it goes over a tip on how to improve the marketing or sales of an insurance agency. This helps kind of mop up people because even if they don't open it, they see our name and if they do open it, they see a good tip and this happens every single day.
It's not like a social media platform where they have to see it. They're going to see it and receive it in their inbox, right? And this on its own and the amount of times that If you go into our email sending tool and our CRM people who closed and see the open rates and stuff of the people who closed, it's 80, 90 % plus open rates.
So there's a direct correlation, and I guess it makes sense, obviously, between this and people who close. So it's very, very effective for people who submit an application and don't book a call. It gets people to show more, and then it gets people over the finish line, kind of in the follow -up process if they don't.
They don't buy right away. And there's like, should I do this? And they start reading like 8, 10, 15 emails.
Very strong. And then the final thing is so important to us too. And it's a daily B2C newsletter cross -selling the leads.
And this targets our unit economics in our core seven. So like we sell these leads to the client. So we run these ads to get clients.
Then we run ads to get the leads. And then we sell those leads to the client we just got in this video. But we basically save every lead and then we add them to our own B2C newsletter.
And then what we do is we try to push traffic to different affiliate programs that pay a cost per lead. So like they sign up for this certain insurance, right? Now we say, oh, you need insurance, you need loans, you need debt relief, credit repair, you know, tax planning, bank accounts, pretty much anything you can think of.
And this is an extremely low success rate as a percentage, but it's very high volume and it really... is an extremely valuable cashflow generator to us for our paid ads. And this represents a meaningful portion of our net profit for our agency as a whole, as funny as that sounds.
But yeah, and realistically, like that is pretty much it. So if you think I'm missing something, let me know. Hopefully you kind of see how scaling an ad campaign is very little to do with the ad creatives themselves.
And you see how it works with a kind of a... an agency versus an info product or e -com store. So if you don't think I'm missing something, let me know.
No one would be more interested than me to hear. But if not, subscribe for future videos and I'll see you next time.
The Hook
The bait, then the rug-pull.
The title promises an ads video. What follows is mostly a business-model video: of the 22 changes behind an agency's climb from $2,700 to $22,000 a day in spend, the speaker's own takeaway slide says the point is how little any of them have to do with the ads themselves.
Frameworks
Named ideas worth stealing.
09:19list
The Core Seven
Industry
ICP
Offer
Unit economics
Big idea
Messaging
Proof
The iceberg under the ad and funnel. The speaker estimates these seven drive 80% of ad success and the ads and funnel only 20%.
Steal forauditing why any paid acquisition channel has plateaued
22:46list
The Four Phases of lead-gen advertising
Clicks
Calls
Shows
Closes
If any one phase fails the client is lost, so the ads themselves are at most 25% of the process. Every change in the video is tagged to one of these phases or a Core Seven piece.
A full-funnel map from four traffic sources through capture and conversion to a ladder of offers for buyers who can't afford or don't want the core service.
Steal formapping gaps in an agency's acquisition system
43:10list
The 98.5% client filter
Three or more people who will receive leads
Has bought leads before
Claims $100k+ per month budget
Clients matching all three criteria reached three or more purchases at a 98.5% rate, so everyone else is disqualified and referred to a paying partner.
Steal fordefining a disqualification rule from repeat-purchase data
1:02:26list
Proof hierarchy
Activation points: the prospect tries something and gets a result
Long-form content like a multi-hour course
Describing their problems the exact way they think about them
Evidence: screenshots, logos, testimonials
Ranked strongest to weakest for skeptical cold audiences. Evidence-based proof sits at the bottom because buyers assume it is faked.
Steal forany offer selling to a market burned by competitors
51:00list
Creative testing ladder
Static image ad
AI-generated video version
Actor-filmed version
Expand avatars, formats and concepts
New angles are proven with the cheapest asset first and only graduate to more expensive production once they keep working.
Steal forkeeping creative production cost proportional to evidence
53:00model
Testimonial ad structure
0-3s: ICP and offer on screen in seven words or less
By 5s: real client logos or named screenshots
By 15s: full offer understood
15-45s: edited video testimonial clips with name, company, one-line result
A baseline video ad format built around offer plus proof, timed to Meta's 15-second ThruPlay mark.
Steal fora default B2B video ad template
47:28concept
Vertical vs horizontal scaling
Vertical: deeper, more specific messaging angles inside the ICP (6 workhorse, 14 niche)
Horizontal: wider variations of winning ads across avatars, formats and concepts
Two distinct ways to grow reach: speak to narrower problems, or repackage proven ads for more people.
Steal forplanning a creative roadmap once a winner exists
CTA Breakdown
How they asked for the click.
VERBAL ASK
1:22:40subscribe
“If you think I'm missing something, let me know... But if not, subscribe for future videos and I'll see you next time.”
Soft spoken subscribe ask with no pitch; the real funnel lives in the description (Skool community, free trainings, site), and the speaker says earlier that the videos feed mastermind and agency sales.
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A three-hour slide course arguing that the offer is only one of seven linked decisions, and that industry choice and cash-collected unit economics decide whether it ever scales.
A marketer publicly audits a real content-scaling agency's offer, funnel, VSL, messaging, and ads, then rebuilds the landing page and a static image ad live on screen.
Matthew Larsen spends three unscripted hours scoring an Australian ad-training business, page by page, against the same 1-to-5 rubric he applies to every audit.
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