September 5, 2025 • 13 mins
Podcast Show Notes: Facebook Ads Don't Work… Unless You Do This (Ch 19. Build Your Audience)
For more resources and to get the “Your Message Matters” book series, visit platformgrowthbooks.com.
Episode Summary:
Host Jonathan Milligan dives into the “Paid Traffic Playbook” and reveals how to use Facebook lead campaigns to grow your email list—without falling into the common traps that waste money. Learn the mindset, strategy, and step-by-step process for turning paid ads into a long-term investment in your business growth.
Key Topics Covered:
- The story of Founder magazine’s explosive list growth and course launch using Facebook ads.
- Why most people fail with paid ads: lack of strategy, unrealistic expectations, and focusing on quick sales instead of building relationships.
- The importance of treating paid advertising as an investment in future revenue, not just an expense.
The Paid Traffic Playbook:
- Set Your Budget:
Decide how much you can invest in ads, thinking long-term rather than expecting instant results. - Define Your Target Cost Per Lead:
Research industry benchmarks and set realistic goals for your campaign. - Craft Your Lead Magnet:
Create a valuable, relevant free offer that addresses your audience’s pain points. - Design Your Landing Page:
Keep it simple and focused on capturing email addresses with a clear call to action. - Set Up Your Facebook Ad Campaign:
Use the conversions objective, start with your warm audience, and test your ad copy and images. - Monitor and Optimize:
Track key metrics, A/B test different elements, and refine your campaign for better results. - Nurture Your Leads:
Develop an email sequence to build relationships and introduce your paid offerings.
Action Step:
Write your first lead campaign ad:
- Define your free offer and ideal audience.
- Craft a punchy headline and compelling ad copy.
- Choose an eye-catching image.
- Set your daily budget and plan your landing page.
Key Takeaways:
- Approach Facebook lead campaigns as a long-term investment in building your list, not a quick sales tactic.
- Set a budget, create valuable lead magnets, and nurture your leads for maximum ROI.
- Consistent measurement and optimization are essential for success.
Connect:
For more resources and to get the “Your Message Matters” book series, visit platformgrowthbooks.com.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to the MarketYour Message Show.
I'm your host, JonathanMilligan, an author of the
series.
Your Message Matters.
We are going through the sixbook series.
We're in book number four, whichis Build Your Audience, and
today we're gonna talk aboutchapter 19.
So these next two chapters arethe last two chapters of the
(00:21):
Build Your Audience book, and weare gonna specifically cover
paid traffic Now.
I have talked with a lot ofwriters, coaches, speakers,
teachers, course creators whohave a love-hate relationship
with paid advertising, and I getit at the same time.
It is that instant traffic thatwe can turn on and turn off at
(00:44):
any time.
It's like the water spigotoutside of your house.
So how can we use this in asmart way?
Well.
In today's chapter, I'm gonnatalk about lead campaigns, so
reframing the way that you viewads.
Thinking of of it more as anadvertising budget that allows
you to add email subscribers ondemand.
(01:06):
And then in the next chapter, inthe next episode, we'll talk
about sales campaigns.
So again, if you want any of thebooks or the companion
workbooks, or you want theaudiobooks without the extra
commentary, you can go toplatform growth books.com.
Again, it's platform growthbooks.com or.
(01:26):
Click the link in the show notesand you can grab a copy to go
along with the podcast.
Alright, with that, let's jumpinto chapter 19.
Paid Traffic Playbook, leadCampaigns.
I.
The buy method, paid traffic.
Chapter 19, the paid trafficplaybook, lead campaigns.
A small digital magazine decidesto launch an Instagram course.
(01:49):
They're not exactly householdnames, but they have a secret
weapon.
Facebook Ads Founder magazinehad a hunch they knew
entrepreneurs were itching tocrack the Instagram code, so
they whipped up some freetraining videos.
Nothing fancy, just solidactionable tips.
Then they fired up Facebook's admachine.
(02:10):
Here's where it gets wild.
In just three months, theypoured$100,000 into Facebook
ads.
Sounds like a lot, right?
But hold onto your hats.
Those ads, they brought in awhopping 250,000 new email
subscribers.
Let that sink in.
A quarter million people raisedtheir hands and said, yes, teach
me, but it gets better.
(02:32):
When founder finally launchedits course.
It didn't just do well.
It knocked it out of the park.
We're talking$1.3 million inrevenue from their very first
launch.
Now, I know what you'rethinking.
That's great for them, but Idon't have$100,000 lying around.
Breathe easy.
You don't need that kind of cashto see results.
(02:53):
The principle's work whetheryou're spending$100 or$100,000.
It's all about strategy, notjust throwing money at the
problem.
In this chapter, we'll explorethe world of Facebook lead
campaigns.
We'll uncover the Secrets ofFounder's successful campaign.
Then we'll show you how to usethose same principles on a tight
(03:14):
budget.
Ready to turn on the tap andwatch your email list grow.
Let's dive in the Facebook adfumble common mistakes and how
to avoid them.
Let's talk about what mostpeople do when they dip their
toes into Facebook ads.
It's like jumping into the deepend without knowing how to swim.
They dive in headfirst.
No life jacket in sight.
(03:35):
There's no real plan.
Just a vague hope that throwingmoney at ads will magically
bring in customers.
Sound familiar?
These folks usually start small.
They set a daily budget of$10 or$25 thinking it's enough to make
a splash.
But here's the kicker.
Panic sets in after just a fewdays.
(03:55):
Where are all the sales?
Why isn't anyone buying?
By day four or five, they'reready to give up.
The ads are shut off faster thanyou can say Facebook pixel, and
just like that, paid advertisingis written off as a waste of
money.
But here's why.
This approach is about aspractical as trying to fill a
bucket with a hole in it.
(04:16):
There's no patience.
Building an audience takes time,but most people expect overnight
success.
Expectations are way off.
They're looking for immediatesales.
When they should be focused onbuilding relationships, they're
missing the big picture.
An email list is a gold mine,but they're too focused on quick
wins to see it.
So what's the better way?
(04:38):
It's time to flip the script.
First, approach paid trafficlike a chess game, not a slot
machine.
You need a strategy, not justhope and a prayer.
Next, set aside a realadvertising budget and treat it
like any other business expense.
It's not money down the drain.
It's an investment in yourfuture.
Here's the key, focus on leadgeneration, not immediate sales.
(05:01):
Your goal is to build an army ofinterested prospects, not to
make a quick buck.
Finally, change your mindset.
Paid advertising isn't anexpense, it's an investment.
You're buying future revenue,not just clicks.
The lead campaign.
Launchpad your seven stepstrategy for success.
Ready to turn your Facebook adcampaign into a lead generating
machine.
(05:22):
Here are seven manageable steps.
One, set your budget.
First things first.
Decide how much you're willingto invest.
This isn't about immediatereturns.
Think of it like planting seedsin a garden.
You're investing upfront,nurturing over time, and
eventually reaping a bountifulharvest.
How much can you comfortablyallocate without expecting
(05:43):
instant results?
Calculate your potential ROIbased on your customer's
lifetime value.
Remember, you're playing thelong game here too.
Define your target cost perlead.
Know your numbers.
Research what others in yourindustry are paying per lead.
Then set a realistic goal basedon your offer and audience.
Ew Deming said it best.
(06:04):
He who knows his numbers, knowshis business.
So get cozy with yourcalculator.
Your future self will.
Thank you.
Three.
Craft your lead magnet.
It's time to create somethingirresistible.
What free offer can you developthat addresses your audience's
pain points?
Make sure it aligns with yourpaid products or services.
Think of your lead magnet as afree sample at a grocery store.
(06:27):
It gives potential customers ataste of what you offer and
leaves them hungry for more.
Four, design your landing page.
Keep it simple, focused anddistraction free.
Your landing page has one job tocapture email addresses.
Include clear benefits and astrong call to action.
Leonardo da Vinci wasn't talkingabout landing pages when he said
(06:49):
simplicity is the ultimatesophistication, but he might as
well have been five set up yourFacebook ad campaign.
It's time to roll up yoursleeves and dive into the
Facebook Ads manager.
Think of this as your commandcenter.
You're about to launch a missionto capture leads.
Every detail matters.
First, choose the conversionsobjective.
(07:11):
This tells Facebook your afterleads, not just likes or views.
Now that you've set yourconversion objective, it's time
to tackle the most crucial partof your Facebook ad strategy.
Picking your audience.
This isn't just about who youthink might like your product.
It's about understanding thedifferent types of audiences and
choosing the right one for yourcampaign.
(07:32):
Let's break it down.
Warm audience.
These are the folks who alreadyknow you.
They're your email subscribers,social media followers, or
website visitors.
They've shown interest in whatyou do.
Think of them as your fan club.
They're more likely to engagewith your ads because they
already know your brand coldaudience.
(07:52):
This group doesn't know you yet.
They're strangers, but potentialfriends, you're targeting them
based on demographics.
Age, location, gender,psychographics, interests,
behaviors, or cold interests,liked pages, engaged topics.
It's like introducing yourselfat a party where you don't know
anyone.
(08:12):
Lookalike audience.
Here's where things getinteresting.
Lookalike audiences are coldaudiences that look like your
warm audience.
Facebook takes a group, youknow, like your email list, and
finds people with similarcharacteristics.
It's like asking your friends tointroduce you to their friends.
(08:32):
The possibilities are nearlyendless, but don't worry, we'll
focus on the most effectiveones.
So which audience should youchoose?
Here's a pro tip.
Start with your warm audience.
These people already know you,so they're more likely to
respond positively to your ads.
It's like preaching to thechoir.
They're primed to listen.
(08:53):
Beginning with a warm audienceallows you to test your ad copy,
images, and offers.
With a friendly crowd, you cangather data, see what works, and
refine your approach beforeventuring into colder waters.
Now for the fun part, creatingyour ad.
Remember, you're not just makingan ad, you're crafting an
invitation.
(09:14):
Your ad should stop the scrolland spark curiosity.
Here's an example from one of mybest performing ads.
Wanna start a blog but don'tknow where to start?
Grab our nine page, discoveryour Blog Niche Blueprint pdf,
and you'll know which blog topicis right for you.
Learn more@marketyourmessage.comslash discover.
(09:35):
See how it works?
It starts with a question thatdirectly addresses the
audience's pain point.
Then it offers a solution, afree PDF guide.
Finally, it ends with a clearcall to action.
For your image, use somethingeye-catching that relates to
your offer.
A picture of someone lookingfrustrated at a computer could
work well for our blog example.
(09:57):
Don't forget your headline, freedownload, the Discover Your Blog
Niche Blueprint.
Setting up your campaign is likecasting a net.
The better you aim, the morelikely you are to catch your
target audience.
So take your time, be precise,and get ready to reel in those
leads.
Six.
Monitor and optimize.
Track key metrics like cost perlead, click through, and
(10:20):
conversion rates, AB test,different ad elements to improve
performance.
Peter Drucker nailed it.
What gets measured gets managed,so keep a close eye on those
numbers.
Seven, nurture your leads.
Develop an email sequence tobuild relationships with your
new subscribers, provide valueand gradually introduce your
(10:40):
paid offerings.
Nurturing leads is like tendingto a garden.
Consistent care and attentionlead to growth and fruitful
results.
There you have it.
Your roadmap to Facebook adsuccess.
Ready to start your journey.
Today's exercise, write yourfirst lead campaign ad ready to
(11:01):
put your newfound knowledge intoaction.
Today we're going to craft yourvery first lead campaign ad.
Don't worry, we'll take it stepby step.
Grab a pen and paper or open anew document on your computer.
Let's dive in.
One, define your offer.
What free value can you provide?
Is it a PDF Guide, a videoseries, or a mini course?
(11:23):
Jot down your idea.
Two, identify your audience whowould benefit most from your
offer.
Describe your ideal lead in afew sentences.
Three, craft your headline.
Write a punchy headline thatgrabs attention.
Remember our example, freeDownload the Discover Your Blog
Niche Blueprint.
(11:43):
Four, draft your ad copy.
Use this structure.
Ask a compelling question.
Highlight the benefit of yourfree offer.
Include a clear call to action.
Here's a template to get youstarted.
Are you struggling with insertproblem?
Grab our free insert type ofcontent and learn how to insert
(12:06):
the main benefit.
Click here to download now.
Five.
Choose your image, describe orsketch an image that would
compliment your ad.
Remember, it should beeye-catching and relevant to
your offer.
Six.
Set your budget.
Decide on a daily budget you'recomfortable with.
Even five to$10 per day is agreat start.
(12:28):
Seven.
Plan your landing page.
Outline what you want on yourlanding page.
Keep it simple.
A headline, a brief descriptionof your offer, and an email
signup form.
Congratulations, you've justcreated the blueprint for your
first lead campaign ad.
Take a moment to review andrefine your work.
Remember, this is just thebeginning.
(12:48):
As you launch and run yourcampaign, you'll continually
gather data and insights toimprove your ads.
But for now, pat yourself on theback.
You've taken a huge step towardsmastering Facebook lead
campaigns.
Key takeaways, approach Facebooklead campaigns as a long-term
investment in building youremail list.
Not as a quick way to generatesales.
(13:11):
Set a budget for ads.
Set realistic cost per leadtargets.
This will help you avoid gettingdiscouraged by short-term
results.
Create valuable lead magnets.
Optimize your landing pages,nurture your leads.
This will maximize your ad.
ROI.
Hello and welcome to the MarketYour Message Show.
I'm your host, JonathanMilligan, an author of the
series.
Your Message Matters.
We are going through the sixbook series.
We're in book number four, whichis Build Your Audience, and
today we're gonna talk aboutchapter 19.
So these next two chapters arethe last two chapters of the
(00:21):
Build Your Audience book, and weare gonna specifically cover
paid traffic Now.
I have talked with a lot ofwriters, coaches, speakers,
teachers, course creators whohave a love-hate relationship
with paid advertising, and I getit at the same time.
It is that instant traffic thatwe can turn on and turn off at
(00:44):
any time.
It's like the water spigotoutside of your house.
So how can we use this in asmart way?
Well.
In today's chapter, I'm gonnatalk about lead campaigns, so
reframing the way that you viewads.
Thinking of of it more as anadvertising budget that allows
you to add email subscribers ondemand.
(01:06):
And then in the next chapter, inthe next episode, we'll talk
about sales campaigns.
So again, if you want any of thebooks or the companion
workbooks, or you want theaudiobooks without the extra
commentary, you can go toplatform growth books.com.
Again, it's platform growthbooks.com or.
(01:26):
Click the link in the show notesand you can grab a copy to go
along with the podcast.
Alright, with that, let's jumpinto chapter 19.
Paid Traffic Playbook, leadCampaigns.
I.
The buy method, paid traffic.
Chapter 19, the paid trafficplaybook, lead campaigns.
A small digital magazine decidesto launch an Instagram course.
(01:49):
They're not exactly householdnames, but they have a secret
weapon.
Facebook Ads Founder magazinehad a hunch they knew
entrepreneurs were itching tocrack the Instagram code, so
they whipped up some freetraining videos.
Nothing fancy, just solidactionable tips.
Then they fired up Facebook's admachine.
(02:10):
Here's where it gets wild.
In just three months, theypoured$100,000 into Facebook
ads.
Sounds like a lot, right?
But hold onto your hats.
Those ads, they brought in awhopping 250,000 new email
subscribers.
Let that sink in.
A quarter million people raisedtheir hands and said, yes, teach
me, but it gets better.
(02:32):
When founder finally launchedits course.
It didn't just do well.
It knocked it out of the park.
We're talking$1.3 million inrevenue from their very first
launch.
Now, I know what you'rethinking.
That's great for them, but Idon't have$100,000 lying around.
Breathe easy.
You don't need that kind of cashto see results.
(02:53):
The principle's work whetheryou're spending$100 or$100,000.
It's all about strategy, notjust throwing money at the
problem.
In this chapter, we'll explorethe world of Facebook lead
campaigns.
We'll uncover the Secrets ofFounder's successful campaign.
Then we'll show you how to usethose same principles on a tight
(03:14):
budget.
Ready to turn on the tap andwatch your email list grow.
Let's dive in the Facebook adfumble common mistakes and how
to avoid them.
Let's talk about what mostpeople do when they dip their
toes into Facebook ads.
It's like jumping into the deepend without knowing how to swim.
They dive in headfirst.
No life jacket in sight.
(03:35):
There's no real plan.
Just a vague hope that throwingmoney at ads will magically
bring in customers.
Sound familiar?
These folks usually start small.
They set a daily budget of$10 or$25 thinking it's enough to make
a splash.
But here's the kicker.
Panic sets in after just a fewdays.
(03:55):
Where are all the sales?
Why isn't anyone buying?
By day four or five, they'reready to give up.
The ads are shut off faster thanyou can say Facebook pixel, and
just like that, paid advertisingis written off as a waste of
money.
But here's why.
This approach is about aspractical as trying to fill a
bucket with a hole in it.
(04:16):
There's no patience.
Building an audience takes time,but most people expect overnight
success.
Expectations are way off.
They're looking for immediatesales.
When they should be focused onbuilding relationships, they're
missing the big picture.
An email list is a gold mine,but they're too focused on quick
wins to see it.
So what's the better way?
(04:38):
It's time to flip the script.
First, approach paid trafficlike a chess game, not a slot
machine.
You need a strategy, not justhope and a prayer.
Next, set aside a realadvertising budget and treat it
like any other business expense.
It's not money down the drain.
It's an investment in yourfuture.
Here's the key, focus on leadgeneration, not immediate sales.
(05:01):
Your goal is to build an army ofinterested prospects, not to
make a quick buck.
Finally, change your mindset.
Paid advertising isn't anexpense, it's an investment.
You're buying future revenue,not just clicks.
The lead campaign.
Launchpad your seven stepstrategy for success.
Ready to turn your Facebook adcampaign into a lead generating
machine.
(05:22):
Here are seven manageable steps.
One, set your budget.
First things first.
Decide how much you're willingto invest.
This isn't about immediatereturns.
Think of it like planting seedsin a garden.
You're investing upfront,nurturing over time, and
eventually reaping a bountifulharvest.
How much can you comfortablyallocate without expecting
(05:43):
instant results?
Calculate your potential ROIbased on your customer's
lifetime value.
Remember, you're playing thelong game here too.
Define your target cost perlead.
Know your numbers.
Research what others in yourindustry are paying per lead.
Then set a realistic goal basedon your offer and audience.
Ew Deming said it best.
(06:04):
He who knows his numbers, knowshis business.
So get cozy with yourcalculator.
Your future self will.
Thank you.
Three.
Craft your lead magnet.
It's time to create somethingirresistible.
What free offer can you developthat addresses your audience's
pain points?
Make sure it aligns with yourpaid products or services.
Think of your lead magnet as afree sample at a grocery store.
(06:27):
It gives potential customers ataste of what you offer and
leaves them hungry for more.
Four, design your landing page.
Keep it simple, focused anddistraction free.
Your landing page has one job tocapture email addresses.
Include clear benefits and astrong call to action.
Leonardo da Vinci wasn't talkingabout landing pages when he said
(06:49):
simplicity is the ultimatesophistication, but he might as
well have been five set up yourFacebook ad campaign.
It's time to roll up yoursleeves and dive into the
Facebook Ads manager.
Think of this as your commandcenter.
You're about to launch a missionto capture leads.
Every detail matters.
First, choose the conversionsobjective.
(07:11):
This tells Facebook your afterleads, not just likes or views.
Now that you've set yourconversion objective, it's time
to tackle the most crucial partof your Facebook ad strategy.
Picking your audience.
This isn't just about who youthink might like your product.
It's about understanding thedifferent types of audiences and
choosing the right one for yourcampaign.
(07:32):
Let's break it down.
Warm audience.
These are the folks who alreadyknow you.
They're your email subscribers,social media followers, or
website visitors.
They've shown interest in whatyou do.
Think of them as your fan club.
They're more likely to engagewith your ads because they
already know your brand coldaudience.
(07:52):
This group doesn't know you yet.
They're strangers, but potentialfriends, you're targeting them
based on demographics.
Age, location, gender,psychographics, interests,
behaviors, or cold interests,liked pages, engaged topics.
It's like introducing yourselfat a party where you don't know
anyone.
(08:12):
Lookalike audience.
Here's where things getinteresting.
Lookalike audiences are coldaudiences that look like your
warm audience.
Facebook takes a group, youknow, like your email list, and
finds people with similarcharacteristics.
It's like asking your friends tointroduce you to their friends.
(08:32):
The possibilities are nearlyendless, but don't worry, we'll
focus on the most effectiveones.
So which audience should youchoose?
Here's a pro tip.
Start with your warm audience.
These people already know you,so they're more likely to
respond positively to your ads.
It's like preaching to thechoir.
They're primed to listen.
(08:53):
Beginning with a warm audienceallows you to test your ad copy,
images, and offers.
With a friendly crowd, you cangather data, see what works, and
refine your approach beforeventuring into colder waters.
Now for the fun part, creatingyour ad.
Remember, you're not just makingan ad, you're crafting an
invitation.
(09:14):
Your ad should stop the scrolland spark curiosity.
Here's an example from one of mybest performing ads.
Wanna start a blog but don'tknow where to start?
Grab our nine page, discoveryour Blog Niche Blueprint pdf,
and you'll know which blog topicis right for you.
Learn more@marketyourmessage.comslash discover.
(09:35):
See how it works?
It starts with a question thatdirectly addresses the
audience's pain point.
Then it offers a solution, afree PDF guide.
Finally, it ends with a clearcall to action.
For your image, use somethingeye-catching that relates to
your offer.
A picture of someone lookingfrustrated at a computer could
work well for our blog example.
(09:57):
Don't forget your headline, freedownload, the Discover Your Blog
Niche Blueprint.
Setting up your campaign is likecasting a net.
The better you aim, the morelikely you are to catch your
target audience.
So take your time, be precise,and get ready to reel in those
leads.
Six.
Monitor and optimize.
Track key metrics like cost perlead, click through, and
(10:20):
conversion rates, AB test,different ad elements to improve
performance.
Peter Drucker nailed it.
What gets measured gets managed,so keep a close eye on those
numbers.
Seven, nurture your leads.
Develop an email sequence tobuild relationships with your
new subscribers, provide valueand gradually introduce your
(10:40):
paid offerings.
Nurturing leads is like tendingto a garden.
Consistent care and attentionlead to growth and fruitful
results.
There you have it.
Your roadmap to Facebook adsuccess.
Ready to start your journey.
Today's exercise, write yourfirst lead campaign ad ready to
(11:01):
put your newfound knowledge intoaction.
Today we're going to craft yourvery first lead campaign ad.
Don't worry, we'll take it stepby step.
Grab a pen and paper or open anew document on your computer.
Let's dive in.
One, define your offer.
What free value can you provide?
Is it a PDF Guide, a videoseries, or a mini course?
(11:23):
Jot down your idea.
Two, identify your audience whowould benefit most from your
offer.
Describe your ideal lead in afew sentences.
Three, craft your headline.
Write a punchy headline thatgrabs attention.
Remember our example, freeDownload the Discover Your Blog
Niche Blueprint.
(11:43):
Four, draft your ad copy.
Use this structure.
Ask a compelling question.
Highlight the benefit of yourfree offer.
Include a clear call to action.
Here's a template to get youstarted.
Are you struggling with insertproblem?
Grab our free insert type ofcontent and learn how to insert
(12:06):
the main benefit.
Click here to download now.
Five.
Choose your image, describe orsketch an image that would
compliment your ad.
Remember, it should beeye-catching and relevant to
your offer.
Six.
Set your budget.
Decide on a daily budget you'recomfortable with.
Even five to$10 per day is agreat start.
(12:28):
Seven.
Plan your landing page.
Outline what you want on yourlanding page.
Keep it simple.
A headline, a brief descriptionof your offer, and an email
signup form.
Congratulations, you've justcreated the blueprint for your
first lead campaign ad.
Take a moment to review andrefine your work.
Remember, this is just thebeginning.
(12:48):
As you launch and run yourcampaign, you'll continually
gather data and insights toimprove your ads.
But for now, pat yourself on theback.
You've taken a huge step towardsmastering Facebook lead
campaigns.
Key takeaways, approach Facebooklead campaigns as a long-term
investment in building youremail list.
Not as a quick way to generatesales.
(13:11):
Set a budget for ads.
Set realistic cost per leadtargets.
This will help you avoid gettingdiscouraged by short-term
results.
Create valuable lead magnets.
Optimize your landing pages,nurture your leads.
This will maximize your ad.
ROI.
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