February 28, 2025 • 13 mins
Remember: Low-cost leads don’t always convert. If you're only focused on getting the lowest cost per lead, you might end up attracting people who have no real interest or can't afford your offer.
- 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
Today, I share how to get the best leads without spending too much on Facebook and Instagram ads—and why it's not just about finding cheap leads but finding ones that really pay off.
Learn how to target your ads better and make messages that really speak to the people you want to reach, making sure your ad money is used wisely.
Watch this episode on YouTube!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 0 (00:00):
Recently, while I was guesting on another podcast,
the host asked me a questionwhich I hear all the time what's
the most important thing whenit comes to Facebook ad lead
costs?
How do I get lower lead costs?
And you know, most people focuson getting the lowest lead
costs possible, but that's amistake.
It's not just about low costper lead.
(00:21):
What really matters is gettingthe highest quality lead at the
lowest cost possible.
That's why I put that on mywebsite.
So today I'll walk you throughexactly how I attract high
quality leads with Facebook andInstagram ads.
You know people who are morelikely to buy, engage and stick
around without burning cash oncheap, low intent leads Sound
(00:41):
good, let's go so like.
The problem with chasing superlow cost leads is, while a $2
lead or $1 lead, that mightsound great if it was just about
getting lowest lead costs.
Well, I could give you somethings that you would not want
to do, as in, you could do theseto get super low lead costs,
but those leads would notconvert.
Like, for example, you couldjust target any old country, not
(01:03):
paying attention to where yourclients usually come from, and
Facebook and Instagram meta.
Their algorithm will go aheadand optimize for those people
great people, but they might notbe qualified to buy your offer.
Or imagine if you had a webinarwhere you're going to sell a
$500 offer but you weretargeting, you know, a bunch of
countries from, let's say,southeast Asia or the near
(01:23):
Middle East.
Again, you would get leads ontoyour email list for like
pennies on the dollar.
But who would be able to buy anoffer that's $500 if it costs,
say, three months, four monthsof their salary, a year of their
salary?
Right?
So the thing is is when youdon't have good targeting,
facebook and Instagram meta thealgorithm.
It tends to optimize for likecheap leads by showing ads to
(01:46):
low quality audiences.
So you really have to get goodabout your targeting and be
intentional with it, which iswhy one of the audiences that I
go to first when I startmanaging ads for a client is a
look-alike of their currentemail list, or even their
current client email list, thesegment of their email list,
because people who have alreadyopted in to something and given
(02:09):
you their email you know that'sa good indicator that could be
the right kind of lead, andpeople who have already done
business with you are the bestkind of lead.
So why not upload that list toFacebook and Instagram meta, if
you will, and say, hey, here'sthis list.
Can you give me a bunch morepeople who share similarities to
the folks that are already onmy list?
Now, I talked about wanting tofocus on a high quality lead,
(02:31):
right?
So here's what you do.
You speak directly to thepeople in your ads who you can
best serve, and you do that onsales pages and emails too, like
, take ads, for example.
I can get better at this, but Idon't do e-com ads.
Therefore, I don't makeepisodes that have to do with
the difficulties and challengesand successes that someone would
(02:54):
have if they're running ads fore-commerce.
And, by the way, if you're like, but Kwejo, could you do my ads
?
I have digital products, e-comads.
When I refer to that name, Imean folks who have like 40
products they're usuallyphysical products, you know on
their sale, on their website.
There's something called D-com,like the letter D in com, like
digital commerce, where youmight be a course creator, a
(03:17):
coach, a membership owner andyou have like four or five
different courses or offers onsale.
You're not doing E-com and soyou still fall into the, let's
say, the kind of person that Icould serve and work with.
So I try to speak directly tocourse creators mostly, somewhat
to coaches and somewhat tomembership owners.
(03:38):
So the first step to get highquality leads is to actually do
your good research right.
That quote by Thomas Edison.
We miss out on opportunitybecause it's dressed in overalls
and it looks like work.
You can't attract a highquality lead if you don't know
what they need.
(03:58):
That rhymed.
So look at your best customers,for example.
Where have they come from?
What help did they need themost?
If you do one-on-oneconsultations, coaching, dump
your transcript into yourfavorite AI and ask your AI to
analyze the customer.
What questions do they ask themost?
(04:19):
I have a knowledge base of alland this document it's a Google
document it contains all of mytranscripts for my coaching
calls and I will routinely justdump them all into ChatGPT.
Actually, I have two knowledgebases now because there's so
many calls, and I'll ask ChatGPTlike what do my clients I'm
like these are my ideal clients,what do they most need help
with?
I'll ask chat GPT like what domy clients I'm like these are my
(04:41):
ideal clients, what do theymost need help with?
I'll even ask for podcast ideas.
I'll even ask for all thequestions that were asked and
then to order them in thefrequency that they were asked.
You know paying attention tolump similar questions together
this sort of thing AI is greatat that, and that research will
really help you.
If you ask what are the commonpain points or just say here's
(05:02):
all my coaching calls, can youreally deduce who the best kind
of customer is?
Because I love working with thefolks who are on this coaching
call and watch the inferencesthat AI comes up with.
You could also look to yourcourse and see which lessons are
watched the most or whichlessons have the highest
(05:22):
retention rate, if you will getthe most not views, but have the
highest percentage of thelesson completed.
Or if you're giving a call toaction on your social media
content, to DM you withquestions.
What kind of questions do youusually get asked?
Ask your audience in emails forfeedback.
Have that email in youronboarding sequence or your
(05:44):
opt-in sequence for a free leadmagnet that asks what problem is
top of mind and what questionsdo they have for you.
They could just hit reply.
You won't get tons of peoplethat hit reply, but you will get
some and store those questionssomewhere you can do a simple
survey, for example on yourthank you page or following one
of your launches.
All these will help you findthe quality customer.
(06:07):
So your lead magnet needs toserve a specific problem.
Your program or your serviceneeds to solve a specific
problem too.
So here's a quick exercisewrite down the problem that your
offer solves.
So, if you're thinking aboutrunning ads to a lead exercise,
write down the problem that youroffer solves.
So if you're thinking aboutrunning ads to a lead magnet,
write down the problem that yourlead magnet solves.
Okay, or your program.
(06:27):
And now that you've done that,write down the frustrations that
stem from that problem.
Get five frustrations, becauseit's these exact same
frustrations that you're goingto test as hooks in your ad copy
to see which resonates the best.
And you'll know which oneresonates the best because,
let's say, most of your ad copyis the same but the hook speaks
(06:50):
to different frustrations.
Well then, which ad will begetting the lowest cost per lead
?
That is the ad copy that worksthe best.
Of course, you want to makesure all of your ad copy is
paired up with the same graphictext on image right that's
easily consumable in a matter ofseconds.
That way, you can say the adcopy is the only variable that
(07:10):
is different.
This is the first phase, by theway, of my olympic gold testing
framework, which I outline in mycourse, called the lead gen
cheat code.
It's $37 normally for youbecause you're listening to this
podcast, right now it's just$17.
I've seen students in there cuttheir lead costs over 50%, up
(07:31):
to 60%.
So just like think for a momenteither you're gonna be able to
spend half the money on ads oryou can double your email list
in the same amount of time.
Sorry, because you're gettingdouble the leads because you
took the time to cut your leadcosts.
There's four phases that I testthrough on every client and I
outline those in the course.
And also this is somethingwhere, if you ever wanted to
(07:55):
peer over my shoulder and seehow I deal with all the
surprises that happen in anaccount as I go through this
phase because nothing is everperfect, as you probably know,
since you're managing ads foryourself then you're in luck
because that's inside of thecourse too.
So test your ads that speak todifferent frustrations or test
different angles.
(08:15):
The way you frame your messagematters.
Here's an example, and I'll usemyself and an ads example.
You could have an urgencydriven hook stop losing money on
ads that don't convert.
Or maybe you have like a painfocused hook, sick of launching
to crickets.
Right, there's the pain of abad ad.
Or an aspirational type hook,like what if your next launch
(08:37):
brought in 5X the amount ofsales or 5X more sales?
And then you know what are thefrustrations for people who are
not great at ads.
For me, I have an ad copyfrustration.
It's like.
So a hook could be like are youtired of spending hours writing
your Facebook and Instagram adcopy just for your ads to not
(08:58):
convert anyway?
Ooh, well, that's to peoplelike me who don't like writing.
You know, but are you good atwriting copy?
But do you just get stuck onwhat images could really stop
the scroll and boost your adperformance?
Okay, there's anotherfrustration, right, that's
focused on the ad creative.
Well, now you have someexamples.
Go ahead and translurptatethose examples to your own
(09:21):
business and get some ad copythat you can start testing and
watch for which one performsbest, and your business will
love you for the results.
Your future self will thank youthat you did do the work.
So a couple signs you mightwanna know that you're
attracting high quality leads.
And, by the way, let me back upa second If you do this
(09:42):
research, then your ad copy isspeaking to the best kind of
lead.
Right, because you've tested it.
Okay, so that's how you knowyou're attracting a high quality
lead.
High quality research begetshigh quality leads, because
you're speaking to the rightpeople.
Now, as you're attracting them,here are some signs they're
opening your emails.
Do you have standard open ratesor above?
(10:04):
You know 30 percent or aboveemail open rates?
What about click-through rates?
A link click the rate in youremail could be a click through
to your account on Instagram tofollow.
You could be a click through towatch an episode on the podcast
.
Could be a click through,hopefully, to your sales page
for one of your offers.
But are your click throughrates on point?
(10:25):
Do people engage with yourcontent?
Do they ask questions?
You know the very obvious onedo your leads move forward and
buy your paid offers?
Do they book discovery callswith you?
Do they pay for coaching?
Do they purchase your course?
Because if you're attractinglow quality leads, it just low
quality leads.
(10:45):
It hurts.
It hurts.
It really does, because notmany people are opening our
emails.
Nobody's buying our offer, youknow.
Here's a quick action step gointo your email crm whatever you
use convertkit, kajabi, youknow active campaign and look at
the last 50 leads.
How many of them opened atleast two emails?
(11:07):
You can have your va on yourteam.
Do this.
If you have a va, how manyresponded to a cta?
You know, if you have an emailseries about booking a call, how
many of them actually booked acall with you, so on and so
forth.
What I want you to understand isthat don't just chase the
lowest lead cost.
It's really about a highquality lead.
(11:28):
And if you're running leadmagnets, say to a webinar, or if
you have a low ticket offerthat you're selling, you really
want to be looking at the numberof leads that you're bringing
in and the amount of moneyyou're making per lead.
And as I hold my hands and Iseparate them one at my forehead
, one at my chest this top handequals the revenue that you're
generating per lead and thisbottom hand is the cost per lead
(11:50):
for running Facebook andInstagram ads.
And you want this gap, thisprofit gap, to be as big as
possible.
And after you research yourbest customer, then you can get
focused on attracting morepeople like them, because you're
crystal clear on the realproblem that your lead magnet
program or course solves.
By the way, if you're like mycourse solves three problems,
(12:12):
well you probably should focuson one, because your messaging's
gonna be diluted if yourmessaging has to focus on folks
that are coming to you for threedifferent problems, and I bet
that those three problems arenot created equal and that most
people that you are helpingenact a transformation in their
life actually are coming to youfor one problem.
(12:34):
So test different angles, too,for your ad copy, for your hook,
especially that portion at thetop of your ad copy and see what
resonates.
This is where the success in2025 will come.
This is where because ofmessaging and because of
messaging and good messagingagain is where you'll see
(12:54):
business growth, because, lookyou, my friend, were put on this
earth with skills and passionsthat were meant to help people,
and so this research yes, itbenefits you and your business
and your family Awesome but italso means that you can
accomplish more of your mission,serving more of the people who
you were meant to serve and, ifyou need help, lowering your
(13:18):
lead costs with my tried andtrue framework that I use for
every client.
I mean you can lower your leadcost in just over a week and
that's in the ad testing cheatcode normally $37.
It is for $17 right now down inthe show notes below.
Find that link.
You deserve lower lead leadcosts and the double your email
(13:39):
list With the right kind ofpeople until the next time you
hear me or see me.
Well, take care, be blessed.
See you in the next one.
Bye.
Recently, while I was guesting on another podcast,
the host asked me a questionwhich I hear all the time what's
the most important thing whenit comes to Facebook ad lead
costs?
How do I get lower lead costs?
And you know, most people focuson getting the lowest lead
costs possible, but that's amistake.
It's not just about low costper lead.
(00:21):
What really matters is gettingthe highest quality lead at the
lowest cost possible.
That's why I put that on mywebsite.
So today I'll walk you throughexactly how I attract high
quality leads with Facebook andInstagram ads.
You know people who are morelikely to buy, engage and stick
around without burning cash oncheap, low intent leads Sound
(00:41):
good, let's go so like.
The problem with chasing superlow cost leads is, while a $2
lead or $1 lead, that mightsound great if it was just about
getting lowest lead costs.
Well, I could give you somethings that you would not want
to do, as in, you could do theseto get super low lead costs,
but those leads would notconvert.
Like, for example, you couldjust target any old country, not
(01:03):
paying attention to where yourclients usually come from, and
Facebook and Instagram meta.
Their algorithm will go aheadand optimize for those people
great people, but they might notbe qualified to buy your offer.
Or imagine if you had a webinarwhere you're going to sell a
$500 offer but you weretargeting, you know, a bunch of
countries from, let's say,southeast Asia or the near
(01:23):
Middle East.
Again, you would get leads ontoyour email list for like
pennies on the dollar.
But who would be able to buy anoffer that's $500 if it costs,
say, three months, four monthsof their salary, a year of their
salary?
Right?
So the thing is is when youdon't have good targeting,
facebook and Instagram meta thealgorithm.
It tends to optimize for likecheap leads by showing ads to
(01:46):
low quality audiences.
So you really have to get goodabout your targeting and be
intentional with it, which iswhy one of the audiences that I
go to first when I startmanaging ads for a client is a
look-alike of their currentemail list, or even their
current client email list, thesegment of their email list,
because people who have alreadyopted in to something and given
(02:09):
you their email you know that'sa good indicator that could be
the right kind of lead, andpeople who have already done
business with you are the bestkind of lead.
So why not upload that list toFacebook and Instagram meta, if
you will, and say, hey, here'sthis list.
Can you give me a bunch morepeople who share similarities to
the folks that are already onmy list?
Now, I talked about wanting tofocus on a high quality lead,
(02:31):
right?
So here's what you do.
You speak directly to thepeople in your ads who you can
best serve, and you do that onsales pages and emails too, like
, take ads, for example.
I can get better at this, but Idon't do e-com ads.
Therefore, I don't makeepisodes that have to do with
the difficulties and challengesand successes that someone would
(02:54):
have if they're running ads fore-commerce.
And, by the way, if you're like, but Kwejo, could you do my ads
?
I have digital products, e-comads.
When I refer to that name, Imean folks who have like 40
products they're usuallyphysical products, you know on
their sale, on their website.
There's something called D-com,like the letter D in com, like
digital commerce, where youmight be a course creator, a
(03:17):
coach, a membership owner andyou have like four or five
different courses or offers onsale.
You're not doing E-com and soyou still fall into the, let's
say, the kind of person that Icould serve and work with.
So I try to speak directly tocourse creators mostly, somewhat
to coaches and somewhat tomembership owners.
(03:38):
So the first step to get highquality leads is to actually do
your good research right.
That quote by Thomas Edison.
We miss out on opportunitybecause it's dressed in overalls
and it looks like work.
You can't attract a highquality lead if you don't know
what they need.
(03:58):
That rhymed.
So look at your best customers,for example.
Where have they come from?
What help did they need themost?
If you do one-on-oneconsultations, coaching, dump
your transcript into yourfavorite AI and ask your AI to
analyze the customer.
What questions do they ask themost?
(04:19):
I have a knowledge base of alland this document it's a Google
document it contains all of mytranscripts for my coaching
calls and I will routinely justdump them all into ChatGPT.
Actually, I have two knowledgebases now because there's so
many calls, and I'll ask ChatGPTlike what do my clients I'm
like these are my ideal clients,what do they most need help
with?
I'll ask chat GPT like what domy clients I'm like these are my
(04:41):
ideal clients, what do theymost need help with?
I'll even ask for podcast ideas.
I'll even ask for all thequestions that were asked and
then to order them in thefrequency that they were asked.
You know paying attention tolump similar questions together
this sort of thing AI is greatat that, and that research will
really help you.
If you ask what are the commonpain points or just say here's
(05:02):
all my coaching calls, can youreally deduce who the best kind
of customer is?
Because I love working with thefolks who are on this coaching
call and watch the inferencesthat AI comes up with.
You could also look to yourcourse and see which lessons are
watched the most or whichlessons have the highest
(05:22):
retention rate, if you will getthe most not views, but have the
highest percentage of thelesson completed.
Or if you're giving a call toaction on your social media
content, to DM you withquestions.
What kind of questions do youusually get asked?
Ask your audience in emails forfeedback.
Have that email in youronboarding sequence or your
(05:44):
opt-in sequence for a free leadmagnet that asks what problem is
top of mind and what questionsdo they have for you.
They could just hit reply.
You won't get tons of peoplethat hit reply, but you will get
some and store those questionssomewhere you can do a simple
survey, for example on yourthank you page or following one
of your launches.
All these will help you findthe quality customer.
(06:07):
So your lead magnet needs toserve a specific problem.
Your program or your serviceneeds to solve a specific
problem too.
So here's a quick exercisewrite down the problem that your
offer solves.
So, if you're thinking aboutrunning ads to a lead exercise,
write down the problem that youroffer solves.
So if you're thinking aboutrunning ads to a lead magnet,
write down the problem that yourlead magnet solves.
Okay, or your program.
(06:27):
And now that you've done that,write down the frustrations that
stem from that problem.
Get five frustrations, becauseit's these exact same
frustrations that you're goingto test as hooks in your ad copy
to see which resonates the best.
And you'll know which oneresonates the best because,
let's say, most of your ad copyis the same but the hook speaks
(06:50):
to different frustrations.
Well then, which ad will begetting the lowest cost per lead
?
That is the ad copy that worksthe best.
Of course, you want to makesure all of your ad copy is
paired up with the same graphictext on image right that's
easily consumable in a matter ofseconds.
That way, you can say the adcopy is the only variable that
(07:10):
is different.
This is the first phase, by theway, of my olympic gold testing
framework, which I outline in mycourse, called the lead gen
cheat code.
It's $37 normally for youbecause you're listening to this
podcast, right now it's just$17.
I've seen students in there cuttheir lead costs over 50%, up
(07:31):
to 60%.
So just like think for a momenteither you're gonna be able to
spend half the money on ads oryou can double your email list
in the same amount of time.
Sorry, because you're gettingdouble the leads because you
took the time to cut your leadcosts.
There's four phases that I testthrough on every client and I
outline those in the course.
And also this is somethingwhere, if you ever wanted to
(07:55):
peer over my shoulder and seehow I deal with all the
surprises that happen in anaccount as I go through this
phase because nothing is everperfect, as you probably know,
since you're managing ads foryourself then you're in luck
because that's inside of thecourse too.
So test your ads that speak todifferent frustrations or test
different angles.
(08:15):
The way you frame your messagematters.
Here's an example, and I'll usemyself and an ads example.
You could have an urgencydriven hook stop losing money on
ads that don't convert.
Or maybe you have like a painfocused hook, sick of launching
to crickets.
Right, there's the pain of abad ad.
Or an aspirational type hook,like what if your next launch
(08:37):
brought in 5X the amount ofsales or 5X more sales?
And then you know what are thefrustrations for people who are
not great at ads.
For me, I have an ad copyfrustration.
It's like.
So a hook could be like are youtired of spending hours writing
your Facebook and Instagram adcopy just for your ads to not
(08:58):
convert anyway?
Ooh, well, that's to peoplelike me who don't like writing.
You know, but are you good atwriting copy?
But do you just get stuck onwhat images could really stop
the scroll and boost your adperformance?
Okay, there's anotherfrustration, right, that's
focused on the ad creative.
Well, now you have someexamples.
Go ahead and translurptatethose examples to your own
(09:21):
business and get some ad copythat you can start testing and
watch for which one performsbest, and your business will
love you for the results.
Your future self will thank youthat you did do the work.
So a couple signs you mightwanna know that you're
attracting high quality leads.
And, by the way, let me back upa second If you do this
(09:42):
research, then your ad copy isspeaking to the best kind of
lead.
Right, because you've tested it.
Okay, so that's how you knowyou're attracting a high quality
lead.
High quality research begetshigh quality leads, because
you're speaking to the rightpeople.
Now, as you're attracting them,here are some signs they're
opening your emails.
Do you have standard open ratesor above?
(10:04):
You know 30 percent or aboveemail open rates?
What about click-through rates?
A link click the rate in youremail could be a click through
to your account on Instagram tofollow.
You could be a click through towatch an episode on the podcast
.
Could be a click through,hopefully, to your sales page
for one of your offers.
But are your click throughrates on point?
(10:25):
Do people engage with yourcontent?
Do they ask questions?
You know the very obvious onedo your leads move forward and
buy your paid offers?
Do they book discovery callswith you?
Do they pay for coaching?
Do they purchase your course?
Because if you're attractinglow quality leads, it just low
quality leads.
(10:45):
It hurts.
It hurts.
It really does, because notmany people are opening our
emails.
Nobody's buying our offer, youknow.
Here's a quick action step gointo your email crm whatever you
use convertkit, kajabi, youknow active campaign and look at
the last 50 leads.
How many of them opened atleast two emails?
(11:07):
You can have your va on yourteam.
Do this.
If you have a va, how manyresponded to a cta?
You know, if you have an emailseries about booking a call, how
many of them actually booked acall with you, so on and so
forth.
What I want you to understand isthat don't just chase the
lowest lead cost.
It's really about a highquality lead.
(11:28):
And if you're running leadmagnets, say to a webinar, or if
you have a low ticket offerthat you're selling, you really
want to be looking at the numberof leads that you're bringing
in and the amount of moneyyou're making per lead.
And as I hold my hands and Iseparate them one at my forehead
, one at my chest this top handequals the revenue that you're
generating per lead and thisbottom hand is the cost per lead
(11:50):
for running Facebook andInstagram ads.
And you want this gap, thisprofit gap, to be as big as
possible.
And after you research yourbest customer, then you can get
focused on attracting morepeople like them, because you're
crystal clear on the realproblem that your lead magnet
program or course solves.
By the way, if you're like mycourse solves three problems,
(12:12):
well you probably should focuson one, because your messaging's
gonna be diluted if yourmessaging has to focus on folks
that are coming to you for threedifferent problems, and I bet
that those three problems arenot created equal and that most
people that you are helpingenact a transformation in their
life actually are coming to youfor one problem.
(12:34):
So test different angles, too,for your ad copy, for your hook,
especially that portion at thetop of your ad copy and see what
resonates.
This is where the success in2025 will come.
This is where because ofmessaging and because of
messaging and good messagingagain is where you'll see
(12:54):
business growth, because, lookyou, my friend, were put on this
earth with skills and passionsthat were meant to help people,
and so this research yes, itbenefits you and your business
and your family Awesome but italso means that you can
accomplish more of your mission,serving more of the people who
you were meant to serve and, ifyou need help, lowering your
(13:18):
lead costs with my tried andtrue framework that I use for
every client.
I mean you can lower your leadcost in just over a week and
that's in the ad testing cheatcode normally $37.
It is for $17 right now down inthe show notes below.
Find that link.
You deserve lower lead leadcosts and the double your email
(13:39):
list With the right kind ofpeople until the next time you
hear me or see me.
Well, take care, be blessed.
See you in the next one.
Bye.
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