Facebook Ads Expert – Kwadwo

Mastering Facebook Ads

Today, I’m thrilled to dive deep into the world of Facebook ads with a special guest, Quadwo, a Facebook ads strategist and host of The Art of Online Business Podcast. Together, we unpack the ins and outs of using Facebook ads to grow your business, avoid common pitfalls, and achieve sustainable results.

Learning from Failures: Quadwo’s Journey to Mastery

Quadwo’s path to becoming a successful Facebook ads strategist was anything but traditional. He candidly shares how his initial attempts at running ads were, in his words, “the wrong way.” This early misstep gained him fame in China for his content on learning Mandarin Chinese, but it didn’t translate into financial success. “Followers on Instagram do not equate to customers,” Quadwo reminds us.

This experience taught him an invaluable lesson: more visibility on a poorly crafted offer doesn’t lead to profitability. Today, Quadwo uses his expertise to help online course creators, service providers, and coaches run Facebook ads the right way, ensuring their efforts lead to tangible results.

When to Invest in Facebook Ads

One of the most common questions business owners face is: When should I start running Facebook ads? According to Quadwo, the answer is straightforward: only after you have an offer that sells organically. Whether you’re using Instagram Stories, email launches, or affiliate promotions, if your offer consistently performs well and has a good profit margin, it’s a sign you’re ready to scale with ads.

Quadwo offers a memorable analogy: “Jesus saves; Facebook ads do not.” In other words, ads can amplify a solid offer, but they won’t rescue a bad one. If you’re struggling to convert sales organically, focus on refining your offer first.

Testing and Refining Your Marketing Funnel

Both Quadwo and I agree: successful marketing is a game of trial and error. Every component of your funnel—from traffic generation to landing page optimization and offer development—requires rigorous testing. Here’s a quick breakdown of how to troubleshoot and improve your funnel:

1. Traffic Issues: If you’re not getting enough visitors, focus on driving more traffic.
2. Landing Page Conversion: If people visit but don’t convert, revisit your copy, design, or overall messaging.
3. Offer Optimization: If your funnel isn’t converting, assess whether your offer resonates with your audience.

By continuously testing, tweaking, and analyzing these elements, you’ll hone in on a strategy that works.

Budgeting for Facebook Ads

A big question many business owners have is how much to spend on Facebook ads. Quadwo recommends setting aside a minimum monthly budget of $900 to $1,000. However, the actual amount varies by niche and business goals.

Start by crunching the numbers:

• How many leads do you need to hit your revenue target?
• What is each lead worth to your business?
• Can you acquire leads at a cost that leaves room for profitability?

For example, if each lead is worth $50 to your business and you’re acquiring them for $5, you’re in a strong position to scale.

The Difference Between Free and Paid Offers

One notable insight Quadwo shared is the difference in costs when running ads for free offers versus paid products. Free offers, like downloadable templates or lead magnets, typically have a lower cost per lead because the “ask” is minimal (just an email address). Paid offers, even low-ticket ones, require more investment because they’re asking for both trust and money.

For instance, Quadwo has seen leads for free templates come in at $1 each, while paid products may cost significantly more. This highlights the importance of nurturing leads through a funnel before pitching a higher-ticket offer.

Strategies for a Trust-Building Funnel

We’re living in what some marketers call a “trust recession.” After years of digital saturation, audiences are more cautious and selective. To overcome this barrier, focus on building the know, like, and trust factor with your audience.

Here are a few actionable strategies:

• Lead Magnet Ads: Use Facebook ads to promote valuable free content (e.g., templates, checklists, or eBooks). This attracts leads and introduces them to your brand.
• Webinars: Invite leads to a free training session that offers value upfront while subtly introducing your paid offers.
• Email Nurturing: Once leads enter your funnel, nurture them with consistent, high-value content that reinforces your authority and builds trust.

Adapting to Changing Trends

The digital landscape is always evolving. While Facebook ads were once a surefire way to sell directly to a cold audience, they now require more strategic planning. As Quadwo notes, it’s increasingly effective to start ads for lead generation well before a launch. This allows you to warm up your audience over time, leading to better conversion rates during your sales events.