"Dude, I see your ads everywhere. They are super helpful". It's not uncommon for me to hear that on our sales calls. Our clients get that too. All the time. The minute we implement the strategy that I'm going to share with you, sales calls become easier, lead times shorten, life gets better in general. I'm actually surprised how a lot more people are not doing something like this for their businesses/clients/offers. Because it's dead simple, inexpensive to do and it can be running in the background while you spend most of your budget on direct response ads. I learned this 5-6 years ago when I was working with Frank Kern. And we added our own twist to it. Boy it worked then and it works now. Here it is: This strategy relies heavily on Engagement ads on Meta. You're going to grab 5-10 videos (anywhere between 2-5 minutes long) and you're going to run them to your ideal audience using an Engagement campaign. Placements are important: Only select FB/IG Feeds, and Video Feeds. Get rid of the rest. You don't have to spend much. Maybe $5-$10/day per video for 7 days or so. (Since you're using an Engagement objective, your CPMs are super low compared to a Conversion campaign). After 7 days, you're going to check your "Video Engagement" columns, and pick the 1-2 videos that got the best Cost Per 100% Video View. So if you got a video that spent $50 and got 100 completed views, that's $0.50 per completed view. Those are your "tip of the spear" videos, and you're going to show them to your best audiences from here on out. Think Lookalikes, new interests, combinations of your best targeting. You can really go to town on targeting here (since you won't be penalized with super high CPMs). Additionally, you'll create these custom audiences: 1. 25% Video Viewers of your 5-10 videos over the past 180 days. 2. 50% Video Viewers of your 5-10 videos over the past 180 days. 3. 75% Video Viewers of your 5-10 videos over the past 180 days. 4. 95% Video Viewers of your 5-10 videos over the past 180 days. 5. IG/FB Engagers over the past 180 days. 6. Website visitors over the past 180 days. 7. Email leads, subscribers, etc.

After running Meta ads for the past 8 years, and spending north of 70 million on the platform... I've realized that some metrics really move the needle, and some don't matter as much. What you focus on is key if you want to scale your ads and your funnels with paid advertising. There are two types of metrics in the Meta ads dashboard: Early Metrics and Lagging Metrics. Early Metrics allow you to optimize your ads, when you launch them. And they can give you a "lay of the land" initially. But Lagging Metrics allows you to see what's working, what's not and what's really bringing a positive ROI. Many entrepreneurs get hung up on "Early Metrics" (because they also look cooler), but they forget the true purpose of social media advertising. The true purpose of your ads is to turn a profit and multiply capital. And when your Lagging Metrics start kicking in, your Early Metrics don't matter as much (or at all). Your Lagging Metrics and Early Metrics will differ depending on the funnel that you're running. For example, for high-ticket coaching (an industry we run a lot), here's the breakdown: Early Metrics: 1. Unique Outbound CTR (the only CTR that really matters). 2. CPC 3. CPL 4. Cost per booked appointment. Lagging Metrics: 1. Cost to acquire a customer. 2. Customer Lifetime value. 3. ROAS. For an acquisition SLO-type product/funnel, this is what we focus on: Early Metrics: 1. Unique Outbound CTR (the only CTR that really matters). 2. CPC 3. CPL 4. Cost per Initiated Checkout. Lagging Metrics: 1. Cost to acquire a customer. 2. Average Order Value. 3. ROAS. Once your Lagging Metrics kick in (they take longer, that's why they're called "lagging"), then you can safely and completely disregard your Early Metrics... And that's why I say that Cost Per Lead or Cost Per Click or CPMs don't matter. Focus on what matters (making money with your ads). Hope this helps! Let me know if you have any questions. Hernan.

I know that many of you are scaling your Meta/Facebook ads, so I wanted to share our Business Manager architecture and setup, with some tips and tricks that can help you prevent shut downs or quickly recover if you do get shut down. This architecture has allowed us to scale to $1.5M/$3.0M/mo profitably for some clients, while keeping things consistent. It also works if you're starting out but you want to setup a strong base to have peace of mind and scale in the future. Let me know if you have any questions!

Hey all! I'm Hernan. And I've been investing in Facebook ads for the past 9 years. Today, I wanted to share a strategy that works wonders to grow your Paid Skool Community using Facebook ads. I created this video exclusively for you! This is something that I learned after working with people like Frank Kern, Patrick Bet-David, Dan Henry, Paul Getter and many others. This strategy will allow you to get more members coming in AND pay you to build your community, at the same time. Let me know if you have any questions!

I created a new FB biz page & IG page for my skool community then set up ads to drive traffic to the About section of my skool.com page - now my ad account has been shut down (almost immediately) & is pending review. Does anyone know why this might have happened?