August 18, 2025 • 15 mins
If you’ve been wondering whether it’s the right time to run Facebook and Instagram ads, this episode will save you a lot of money and frustration.
- Cut your lead gen costs in HALF with my $37 mini-course–NOW only $17!
- Visit The Art of Online Business website for Facebook Ads help
I break down two common situations where ads are almost guaranteed to be expensive and ineffective... and what to do instead to grow your list, test your messaging, and set yourself up for profitable campaigns later.
Learn simple, organic strategies I recommend to my own clients, plus a reminder that ads are a skill that take time (and sometimes money) to master.
Watch this episode on YouTube!
Please click here to give an honest Rating/Review for the show on iTunes! Thanks for your support!
Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey there, this is gonna be a chat like over matcha
tea.
If you and me met at a businessretreat and you were like Quajo
, I've been listening to thepodcast and I was thinking about
asking you about startingFacebook and Instagram ads and I
would ask you some questions.
But, most importantly, if youshare anything in common with
(00:20):
the two people that I'm going toshare about, then you probably
should not start Facebook andInstagram ads Not never, just
not right now.
And so recently, two folks haveDM'd me on Instagram it's
Q-U-A-Y-J-O If you wanna DM meand ask too but they both were
interested in running Facebookand Instagram ads.
(00:41):
One has a offer and she wantedto build her email list and, at
the same time, test this newoffer.
And if you're in this situationwhere you have a new offer and
it's maybe sold some or not atall, you're launching it from
(01:03):
scratch.
For example, you are workingwith like a curriculum designer
and you're creating a new offerand it's going to launch soon
and you want to use Facebook andInstagram ads to first build
your email list for the next twoor three months and then launch
your offer first time ever in alaunch like a webinar.
(01:25):
I would say, hmm, probably nota good time to run Facebook and
Instagram ads.
And here's why.
Here's why Building your emaillist with Facebook and Instagram
ads is great in and of itselfif you already have a proven
funnel, let's just say a way oftaking somebody down the journey
from being a lead to actuallybeing your customer and getting
(01:48):
or client and getting greatresults from the program that
you offer.
Launch a course is not a goodbet Because, while you may get
great people onto your emaillist I don't doubt that with
(02:08):
Facebook and Instagram ads butwhat I do doubt is, before the
thing the program, the coachingoffer, the course has sold,
there is a lot of messagingbetween here and way over there.
When that course is going tosell.
That needs to be tweaked andadjusted.
And would I wager yourhard-earned money on getting
(02:32):
leads now for a launch that'sgoing to happen with a program
or course or offer, dear coursecreator, that hasn't been
launched yet?
No, I would not.
What about the second scenario?
You have have an offer, somepeople have bought it, but if
we're being honest, it's thebeginning stages, as in it's
taken a lot of let's call ithand-to-hand DMs and combats to
(02:55):
sell less than 10 of your offerand maybe some family has bought
it too.
Could we use Facebook andInstagram ads here?
Probably not, because of someother factors.
Is this you?
Your email list is fledglingLike we're talking grandma and
grandpa, mother, brother, sistergot on the email list to
(03:18):
support you in your new venture.
You might have a course already,or you might also have tons of
success already as aprofessional, in whatever space
you're in.
Let's say, you're apsychologist who serves business
owners right and helps thembreak through, so to speak, so
they like break through theirmental stuff so they can
(03:40):
actually go and grow theirbusiness.
Right, and you're great at itin real life and venturing into
the online space.
But your Instagram account andthis is completely not throwing
shade on folks with smallInstagram accounts here's the
reality, though Like yourInstagram account, like has
almost no people following, likea couple hundred, right, and
(04:02):
your email list?
It's also below a hundred.
You know 75 50 folks and yourwebsite, while it's there and it
looks great, hasn't had a lotof traffic.
This isn't not the time for youto start Facebook and Instagram
ads, because this is the hardesttime for your business, because
(04:22):
it's still growing, and sospending money on Facebook
Instagram ads to bring leads toyour business at this stage is
going to be the most expensive.
Couple of reasons would bebecause the Meta's algorithm
doesn't have a bunch of warmaudience data, warm audiences
being your Instagram, yourFacebook followers, your website
(04:44):
visitors, your email listsubscribers.
It doesn't have a lot of warmaudience data, warm audiences
being your Instagram, yourFacebook followers, your website
visitors, your email listsubscribers.
It doesn't have a lot of warmaudience data to optimize off of
, to learn from.
And then also, your messagingis at a while.
You're an expert, possibly, atdelivering transformation, your
messaging, which is just whatyou can do, but, spoken in terms
(05:07):
of your future clients' needsand what is really ailing them
mentally at the momentsurrounding the problem that you
are an expert at solving, yourmessaging still needs to evolve
some.
That's not me casting judgment,it's just what I've seen.
You know, it's very typicalthat we'll be good at something
(05:31):
that solves a problem, but thatproblem might have five pain
points or five frustrations thatstem from that problem, and not
all those frustrations willprompt somebody to take a move
and fix that problem.
Equally, maybe there's one outof five that really will, I
guess really will trigger.
(05:51):
Now I don't want to say trigger, because I don't like
triggering, that makes me thinkof kind of poking at pain points
on purpose but I mean one ofthose five will really move
somebody off the fence to fixthis problem rather than still
entertain the problem right.
And so at this stage in yourbusiness it's going to cost a
lot of money with ads to proveout that messaging and you just
(06:15):
don't wanna do that.
And this is what I would say toyou if we met up at a business
retreat and you asked me aboutrunning Facebook ads at any of
those stages.
Now, if those what I just saidlike, if you identified with
those or they, sound familiar,here's the good news, because I
used to coach online coursecreators in funnels, not just
(06:38):
Facebook and Instagram ads andyou know how to construct their
teams and all this great stuffright.
So here's the good news is youcan use and there's tons of
folks that teach this, but youcan use organic strategies or
strategies that rely on yourtime to grow your email list
with the right kind of personBefore you ever start Facebook
(07:03):
or Instagram ads.
You can still sell your course.
One great thing is you can testmessaging.
You can post organic InstagramReels or videos, if you will, of
the vertical kind, to yourInstagram account and you can
let the algorithm work on yourbehalf.
And I know you might be like oh, quajo, the algorithm is
against me or I've been shadowbanned.
(07:24):
I post content and nobodywatches it.
I get very few views, quajo,what's going on here?
It's not the platform for me,no, it's the platform for you.
You just got to remember thatInstagram wants people's
eyeballs to stay on the platformor on videos as long as
possible, and so if the contentthat you're making isn't
(07:45):
attracting eyeballs, it's notthat Instagram doesn't like you.
It's most likely that the anglethat you're presenting that
content from needs to be changed.
Remember, we talked about painpoints.
Well, one pain point, but fivedifferent frustrations.
Well, take your content andkind of go and plug in one of
(08:05):
those other frustrations to yourcontent.
It also could be the videoskills need to level up a bit,
and we all go through this sameprocess.
It's been so hard for me and,after you know, in my other
business, back when I taughtChinese, I was telling my
daughter yesterday because she'sfascinated with YouTube
channels right now, nine yearsold, and she wants her own
channel so she can be YouTubefamous and and she's like dad,
(08:28):
you had a YouTube channel andyou had 20,000 subscribers.
Well, first she asked me howmany subscribers.
I was like 20,000.
I think it's 21,300.
Not that anybody stoppedcounting when it all came
crumbling down due to gettingstuck outside of China during
the pandemic, but that's anotherstory about me and my family
and so I told her it wasn't easyand I showed her that I had to
(08:51):
create 345 videos, I believe, onthat channel and that, out of
the 345 videos, only like onevideo got more than 100,000
views I think it was like100,044 or something like that
and then the next video didn'teven have over 100,000 views and
the like 20 most popular videos.
(09:13):
By the time you get to the 20thplace, it was like down around
20,000 views, which isn't so somuch for for YouTube once you
got a good thing going, and sowhat I want to say is you can
test messaging with yourInstagram reels and see what
starts to pop off, so to speak,with views, see what starts to
get you comments, and then youknow that you're starting to hit
(09:35):
upon messaging that'sresonating with potential ideal
clients or customers surroundingthe expertise that you were put
on this earth to deliver.
Another great way to grow youremail list that I don't see a
lot of people doing in thebeginning, because we kind of me
included we get in our headsabout this is find other folks
(09:55):
that serve the same niche thatyou serve in a complimentary,
non-competitive way, andcollaborate with them by simply
reaching out.
And this is better.
It's easier to reach out tosomebody who is about at the
same stage as you business-wiseright, you can guesstimate these
sort of things but reach outand say, hey, we both serve this
(10:17):
niche, let's grow together.
I have my lead magnet, you haveyour lead magnet.
Why don't I promote your leadmagnet to my email list with
like a three-part series and youpromote my lead magnet to your
email list with like athree-part email series, and
then we'll basically just swaplists and grow.
Or you know what?
We're both at about the samelevel in Instagram, land of
(10:40):
followers.
Why don't we do some contenttogether?
I'll promote you, you promoteme, or I'll just give you shout
outs in my Instagram stories.
You know, at the top there'scollaboration.
At the top there'scollaboration.
At the bottom, there'scompetition.
I've done this and it actuallyworks quite well.
You know people that have over20,000, over 30,000, 100,000
(11:04):
subscribers to the email list.
They do that too.
Those are two great strategies.
Actually, the email list crosspromotion strategy is one that's
very powerful and much easierto do than figuring out the
video equation for social media.
It's just that you gotta getover, if this is your fear of
reaching out to people, andunderstand that other folks on
(11:26):
the internet, if they're theright kind of folks want your
success too, and you also couldaccelerate that process by just
going to in-person events.
I, in an effort to and alongthe journey of growing my
facebook and instagram, you know, boutique ad studio decided
this year to go to morein-person events, and it's been
(11:48):
fruitful.
But before I actually arrivedat the in-person event, I had to
choose, and I also have gone tosome events that have been
great, but I've gone to someevents that haven't been so good
, so I had to spend that moneyon a plane ticket, and then I
also had to go there and openmouth, open business.
I had to talk to people, right?
I also had to learn to talkabout my business in a way that
(12:13):
attracts other people, and sothere's all of these reasons
that I could have been scared.
Well, actually, the whole thingis scary, although I love
meeting new people, you know,learning new skills on meeting
new people and then it's like,oh, but I have to get this right
, you know, in order to grow mybusiness.
And you know, there's so manypoints where you know I could
(12:33):
just shrink up inside and turnaround and go home, because I'd
really enjoy just being at homehere in Mexico driving remote
control cars with my son anyways, or playing board games, my
favorite being Dominion orTicket to Ride.
Dm me on Instagram if you likeplaying those board games too,
but I enjoy playing those withmy wife and and you know, me and
my daughter we're making thiscool new YouTube channel
(12:55):
together.
I could do those things.
Those are easy.
I don't have to go throughrejection or stumbling over my
words to do those.
This episode is pretty muchdone right here.
Go and do those things.
Grow your business that wayfirst.
Don't lose money unnecessarilyon Facebook and Instagram ads
Now.
Even when it is time for you torun ads and maybe you're going
(13:17):
to reach out to me right now,fine, great, I'm down to talk
but even when it makes sense foryour business to be running
Facebook and Instagram ads.
Most likely you'll go throughsome period or some phase where
you do lose money.
It's not a quick fix.
I always say Jesus savesFacebook and Instagram ads.
Do not.
(13:38):
You're guaranteed.
Even if you listen to mypodcast and all the good YouTube
videos that I have aboutFacebook and Instagram's ad
strategy, there's still a timewhere you will lose money.
I can guarantee that you willlose some money for a bit of
time because it takes testingand it takes learning the skill
before you become good at it.
So I just want to throw outthat disclaimer.
(13:59):
I am an ads manager, yes, but Ihave not been your ads manager
probably not yet.
And just because I teachstrategies and you learn all the
right strategies doesn't meanthey'll work right out the gate
for you, because you have totake them and apply them to your
business's unique situation.
But it is Absolutely worth itonce you get to that stage and
(14:24):
you may never get to that stagethere's folks who have
Businesses that do so muchrevenue off of just what we'll
say are non-paid marketingstrategies.
Either way, there's the mountain.
It's time to start taking somesteps up into the foothills
because once you get to yourfirst peak, so to speak.
You're able to serve morepeople.
Your family is blessed becauseyou got more revenue coming in.
(14:47):
You're more fulfilled becauseyou are doing what you were
meant to be doing here on thisearth during your lifetime, and
more people are happy and livesare changed because they're
going through the transformationthat you could provide for them
.
Until the next time you hearfrom me, take care, be blessed
(15:08):
and we'll see each other in thenext one.
Goodbye.
Hey there, this is gonna be a chat like over matcha
tea.
If you and me met at a businessretreat and you were like Quajo
, I've been listening to thepodcast and I was thinking about
asking you about startingFacebook and Instagram ads and I
would ask you some questions.
But, most importantly, if youshare anything in common with
(00:20):
the two people that I'm going toshare about, then you probably
should not start Facebook andInstagram ads Not never, just
not right now.
And so recently, two folks haveDM'd me on Instagram it's
Q-U-A-Y-J-O If you wanna DM meand ask too but they both were
interested in running Facebookand Instagram ads.
(00:41):
One has a offer and she wantedto build her email list and, at
the same time, test this newoffer.
And if you're in this situationwhere you have a new offer and
it's maybe sold some or not atall, you're launching it from
(01:03):
scratch.
For example, you are workingwith like a curriculum designer
and you're creating a new offerand it's going to launch soon
and you want to use Facebook andInstagram ads to first build
your email list for the next twoor three months and then launch
your offer first time ever in alaunch like a webinar.
(01:25):
I would say, hmm, probably nota good time to run Facebook and
Instagram ads.
And here's why.
Here's why Building your emaillist with Facebook and Instagram
ads is great in and of itselfif you already have a proven
funnel, let's just say a way oftaking somebody down the journey
from being a lead to actuallybeing your customer and getting
(01:48):
or client and getting greatresults from the program that
you offer.
Launch a course is not a goodbet Because, while you may get
great people onto your emaillist I don't doubt that with
(02:08):
Facebook and Instagram ads butwhat I do doubt is, before the
thing the program, the coachingoffer, the course has sold,
there is a lot of messagingbetween here and way over there.
When that course is going tosell.
That needs to be tweaked andadjusted.
And would I wager yourhard-earned money on getting
(02:32):
leads now for a launch that'sgoing to happen with a program
or course or offer, dear coursecreator, that hasn't been
launched yet?
No, I would not.
What about the second scenario?
You have have an offer, somepeople have bought it, but if
we're being honest, it's thebeginning stages, as in it's
taken a lot of let's call ithand-to-hand DMs and combats to
(02:55):
sell less than 10 of your offerand maybe some family has bought
it too.
Could we use Facebook andInstagram ads here?
Probably not, because of someother factors.
Is this you?
Your email list is fledglingLike we're talking grandma and
grandpa, mother, brother, sistergot on the email list to
(03:18):
support you in your new venture.
You might have a course already,or you might also have tons of
success already as aprofessional, in whatever space
you're in.
Let's say, you're apsychologist who serves business
owners right and helps thembreak through, so to speak, so
they like break through theirmental stuff so they can
(03:40):
actually go and grow theirbusiness.
Right, and you're great at itin real life and venturing into
the online space.
But your Instagram account andthis is completely not throwing
shade on folks with smallInstagram accounts here's the
reality, though Like yourInstagram account, like has
almost no people following, likea couple hundred, right, and
(04:02):
your email list?
It's also below a hundred.
You know 75 50 folks and yourwebsite, while it's there and it
looks great, hasn't had a lotof traffic.
This isn't not the time for youto start Facebook and Instagram
ads, because this is the hardesttime for your business, because
(04:22):
it's still growing, and sospending money on Facebook
Instagram ads to bring leads toyour business at this stage is
going to be the most expensive.
Couple of reasons would bebecause the Meta's algorithm
doesn't have a bunch of warmaudience data, warm audiences
being your Instagram, yourFacebook followers, your website
(04:44):
visitors, your email listsubscribers.
It doesn't have a lot of warmaudience data, warm audiences
being your Instagram, yourFacebook followers, your website
visitors, your email listsubscribers.
It doesn't have a lot of warmaudience data to optimize off of
, to learn from.
And then also, your messagingis at a while.
You're an expert, possibly, atdelivering transformation, your
messaging, which is just whatyou can do, but, spoken in terms
(05:07):
of your future clients' needsand what is really ailing them
mentally at the momentsurrounding the problem that you
are an expert at solving, yourmessaging still needs to evolve
some.
That's not me casting judgment,it's just what I've seen.
You know, it's very typicalthat we'll be good at something
(05:31):
that solves a problem, but thatproblem might have five pain
points or five frustrations thatstem from that problem, and not
all those frustrations willprompt somebody to take a move
and fix that problem.
Equally, maybe there's one outof five that really will, I
guess really will trigger.
(05:51):
Now I don't want to say trigger, because I don't like
triggering, that makes me thinkof kind of poking at pain points
on purpose but I mean one ofthose five will really move
somebody off the fence to fixthis problem rather than still
entertain the problem right.
And so at this stage in yourbusiness it's going to cost a
lot of money with ads to proveout that messaging and you just
(06:15):
don't wanna do that.
And this is what I would say toyou if we met up at a business
retreat and you asked me aboutrunning Facebook ads at any of
those stages.
Now, if those what I just saidlike, if you identified with
those or they, sound familiar,here's the good news, because I
used to coach online coursecreators in funnels, not just
(06:38):
Facebook and Instagram ads andyou know how to construct their
teams and all this great stuffright.
So here's the good news is youcan use and there's tons of
folks that teach this, but youcan use organic strategies or
strategies that rely on yourtime to grow your email list
with the right kind of personBefore you ever start Facebook
(07:03):
or Instagram ads.
You can still sell your course.
One great thing is you can testmessaging.
You can post organic InstagramReels or videos, if you will, of
the vertical kind, to yourInstagram account and you can
let the algorithm work on yourbehalf.
And I know you might be like oh, quajo, the algorithm is
against me or I've been shadowbanned.
(07:24):
I post content and nobodywatches it.
I get very few views, quajo,what's going on here?
It's not the platform for me,no, it's the platform for you.
You just got to remember thatInstagram wants people's
eyeballs to stay on the platformor on videos as long as
possible, and so if the contentthat you're making isn't
(07:45):
attracting eyeballs, it's notthat Instagram doesn't like you.
It's most likely that the anglethat you're presenting that
content from needs to be changed.
Remember, we talked about painpoints.
Well, one pain point, but fivedifferent frustrations.
Well, take your content andkind of go and plug in one of
(08:05):
those other frustrations to yourcontent.
It also could be the videoskills need to level up a bit,
and we all go through this sameprocess.
It's been so hard for me and,after you know, in my other
business, back when I taughtChinese, I was telling my
daughter yesterday because she'sfascinated with YouTube
channels right now, nine yearsold, and she wants her own
channel so she can be YouTubefamous and and she's like dad,
(08:28):
you had a YouTube channel andyou had 20,000 subscribers.
Well, first she asked me howmany subscribers.
I was like 20,000.
I think it's 21,300.
Not that anybody stoppedcounting when it all came
crumbling down due to gettingstuck outside of China during
the pandemic, but that's anotherstory about me and my family
and so I told her it wasn't easyand I showed her that I had to
(08:51):
create 345 videos, I believe, onthat channel and that, out of
the 345 videos, only like onevideo got more than 100,000
views I think it was like100,044 or something like that
and then the next video didn'teven have over 100,000 views and
the like 20 most popular videos.
(09:13):
By the time you get to the 20thplace, it was like down around
20,000 views, which isn't so somuch for for YouTube once you
got a good thing going, and sowhat I want to say is you can
test messaging with yourInstagram reels and see what
starts to pop off, so to speak,with views, see what starts to
get you comments, and then youknow that you're starting to hit
(09:35):
upon messaging that'sresonating with potential ideal
clients or customers surroundingthe expertise that you were put
on this earth to deliver.
Another great way to grow youremail list that I don't see a
lot of people doing in thebeginning, because we kind of me
included we get in our headsabout this is find other folks
(09:55):
that serve the same niche thatyou serve in a complimentary,
non-competitive way, andcollaborate with them by simply
reaching out.
And this is better.
It's easier to reach out tosomebody who is about at the
same stage as you business-wiseright, you can guesstimate these
sort of things but reach outand say, hey, we both serve this
(10:17):
niche, let's grow together.
I have my lead magnet, you haveyour lead magnet.
Why don't I promote your leadmagnet to my email list with
like a three-part series and youpromote my lead magnet to your
email list with like athree-part email series, and
then we'll basically just swaplists and grow.
Or you know what?
We're both at about the samelevel in Instagram, land of
(10:40):
followers.
Why don't we do some contenttogether?
I'll promote you, you promoteme, or I'll just give you shout
outs in my Instagram stories.
You know, at the top there'scollaboration.
At the top there'scollaboration.
At the bottom, there'scompetition.
I've done this and it actuallyworks quite well.
You know people that have over20,000, over 30,000, 100,000
(11:04):
subscribers to the email list.
They do that too.
Those are two great strategies.
Actually, the email list crosspromotion strategy is one that's
very powerful and much easierto do than figuring out the
video equation for social media.
It's just that you gotta getover, if this is your fear of
reaching out to people, andunderstand that other folks on
(11:26):
the internet, if they're theright kind of folks want your
success too, and you also couldaccelerate that process by just
going to in-person events.
I, in an effort to and alongthe journey of growing my
facebook and instagram, you know, boutique ad studio decided
this year to go to morein-person events, and it's been
(11:48):
fruitful.
But before I actually arrivedat the in-person event, I had to
choose, and I also have gone tosome events that have been
great, but I've gone to someevents that haven't been so good
, so I had to spend that moneyon a plane ticket, and then I
also had to go there and openmouth, open business.
I had to talk to people, right?
I also had to learn to talkabout my business in a way that
(12:13):
attracts other people, and sothere's all of these reasons
that I could have been scared.
Well, actually, the whole thingis scary, although I love
meeting new people, you know,learning new skills on meeting
new people and then it's like,oh, but I have to get this right
, you know, in order to grow mybusiness.
And you know, there's so manypoints where you know I could
(12:33):
just shrink up inside and turnaround and go home, because I'd
really enjoy just being at homehere in Mexico driving remote
control cars with my son anyways, or playing board games, my
favorite being Dominion orTicket to Ride.
Dm me on Instagram if you likeplaying those board games too,
but I enjoy playing those withmy wife and and you know, me and
my daughter we're making thiscool new YouTube channel
(12:55):
together.
I could do those things.
Those are easy.
I don't have to go throughrejection or stumbling over my
words to do those.
This episode is pretty muchdone right here.
Go and do those things.
Grow your business that wayfirst.
Don't lose money unnecessarilyon Facebook and Instagram ads
Now.
Even when it is time for you torun ads and maybe you're going
(13:17):
to reach out to me right now,fine, great, I'm down to talk
but even when it makes sense foryour business to be running
Facebook and Instagram ads.
Most likely you'll go throughsome period or some phase where
you do lose money.
It's not a quick fix.
I always say Jesus savesFacebook and Instagram ads.
Do not.
(13:38):
You're guaranteed.
Even if you listen to mypodcast and all the good YouTube
videos that I have aboutFacebook and Instagram's ad
strategy, there's still a timewhere you will lose money.
I can guarantee that you willlose some money for a bit of
time because it takes testingand it takes learning the skill
before you become good at it.
So I just want to throw outthat disclaimer.
(13:59):
I am an ads manager, yes, but Ihave not been your ads manager
probably not yet.
And just because I teachstrategies and you learn all the
right strategies doesn't meanthey'll work right out the gate
for you, because you have totake them and apply them to your
business's unique situation.
But it is Absolutely worth itonce you get to that stage and
(14:24):
you may never get to that stagethere's folks who have
Businesses that do so muchrevenue off of just what we'll
say are non-paid marketingstrategies.
Either way, there's the mountain.
It's time to start taking somesteps up into the foothills
because once you get to yourfirst peak, so to speak.
You're able to serve morepeople.
Your family is blessed becauseyou got more revenue coming in.
(14:47):
You're more fulfilled becauseyou are doing what you were
meant to be doing here on thisearth during your lifetime, and
more people are happy and livesare changed because they're
going through the transformationthat you could provide for them
.
Until the next time you hearfrom me, take care, be blessed
(15:08):
and we'll see each other in thenext one.
Goodbye.
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