April 10, 2025 • 11 mins
Advice to someone stuggling to find purpose in their business is our chat with Carol Kabaale , Meta Certified Ads Strategist, Founder of Best Ads Ltd. Your GPS for paid Facebook ads--no wrong turns here! https://carolkabaale.com https://www.linkedin.com/in/carolkabaale
Find more Café & Networking Expert business interviews.
Find more Café & Networking Expert business interviews.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:05):
I'm Tom Riar, promoting successful business experts connecting people throughout
the world from my podcast studio in Brazil. Joining us
today from Johannesburg, South Africa, Carol Kabbali, a Meta certified
ad strategist who helps online business coaches grow their impact. So, Carol,
what advice would you give someone who's struggling to find
(00:28):
purpose in their business.
Speaker 2 (00:31):
Well, first you, Tom, thank you so much for having
me here. The biggest advice I would give anyone who's
struggling in their business is to take action. Take action
that is imperfect. Take action when it's scary, Take action
when you don't feel like it. If we if I
took action when I felt like it, I'm gonna tell you,
I would have gone back to my corporate job years ago.
Speaker 3 (00:53):
I would not be where I am.
Speaker 2 (00:55):
Take action, even when it sucks, Take action, move forward.
Husband always says to me, even doing one percent is
better than doing nothing.
Speaker 3 (01:04):
So take action. That would be my advice, And that's true.
Speaker 1 (01:07):
That's the way it is. And most people, unfortunately, I'm
saying most people, many business persons that I know, they
start out, they reach what they consider being their comfort level,
whatever that might be, and they stop. They think that's enough,
And I don't think it's ever enough, because competition for
competition is never enough.
Speaker 3 (01:29):
Oh yeah, no, I agree. I think like, so, we
just bought a house recently, and with that, it just
moved the goalpost further away.
Speaker 2 (01:37):
I think if you're really doing this game of human
and life with purpose, it's never it's never enough. It
should never feel like, oh, this is it. You should
feel comfortable. Of course you should, because you've worked hard
to reach this moment. You should have gratitude for the
fact that you've worked hard and achieved these goals.
Speaker 3 (01:54):
But you should always look to improve. That's I think
that's what makes us human. That's the whole point of it.
Speaker 1 (02:01):
I'm looking at your LinkedIn profile right now and it
shows your GPS for paid Facebook ads, no wrong turns,
So that's your specialty, that is correct.
Speaker 2 (02:12):
So I predominantly work with women, and we create a
predictable pipeline, which is just a fancy ecosystem, so that
you can be found like a GPS by the right people,
and we nurture them, which is really important. We nurture
the right people so that you can have powerful sales
(02:33):
conversations with them.
Speaker 3 (02:35):
And then they can turn into your clients.
Speaker 2 (02:37):
I'm really big on working with people who are of
purpose and are here to serve. If you're just here
to get money and do things quickly, I mean you're
probably going to have some success. But I'm trying to
build impact and I'm trying to get those people seen
by amplifying their messaging and their service.
Speaker 1 (02:56):
It makes sustainable, right because for sure it's not for
the short run, of course.
Speaker 2 (03:02):
So that's definitely why I I'm the GPS.
Speaker 3 (03:06):
I'm here to help.
Speaker 1 (03:08):
But do you mention a thing that is important? Like
the GPS, we're not out looking anymore. We were always searching.
Today the secret is to be It's not a secret.
We need to be found.
Speaker 3 (03:25):
Can you hear me?
Speaker 1 (03:26):
Yeah, we were coming up.
Speaker 2 (03:27):
Yes, I'm so sorry you could repeat that for a second.
Speaker 1 (03:30):
I'm saying it's not a secret. But what we're today,
the important thing is to be found. As you mentioned,
it's not searching. We can't go out and search all
day and look, and that's that's expensive. But we have
to be out there in a way that people find us.
Speaker 2 (03:46):
Not only find us, but remain top of mind because
there are so many options. I walk into a shop
and I see like twenty different kinds of bread.
Speaker 3 (03:57):
Can you imagine if there's like twenty different kinds.
Speaker 2 (04:00):
Of bread, there's fifty one hundred people doing the same
thing that you do. So what is going to make
you be top of mind when someone is ready to buy?
A lot of times we like to be like, oh,
I want them to buy right now. People buy when
they want to buy, So how can you remain top
of mind? One of the way we do that is
(04:21):
we understand that being on social media is a pay
to play platform, because if not, you're depending on the
algorithm which you have no control over. You spent hours
on working on copy, on design, shooting videos, and then
you're like letting this machine.
Speaker 3 (04:38):
Decide who gets to see your stuff. That's not fair.
So what I and my team do is.
Speaker 1 (04:44):
That maybe might be fair, but that's how it works.
Speaker 3 (04:48):
Yeah, No, that's how it works. And as long as
you can make peace with that and be like, okay.
Speaker 2 (04:53):
Well that's how it works, let me play the game
and you don't have to invest. This is a big
misconception that I see with people thousands of dollars to
run ads. You can spend a small amount and still
be successful. What you're trying to say to the algorithm
is I see you, I understand. Please can you show
(05:14):
my stuff to the right people? And that can be
as small as like five dollars, ten dollars, like.
Speaker 3 (05:20):
Whatever amount you have in your head. It can be
very small. Okay, you don't need.
Speaker 2 (05:25):
Another thing I focus on is like, we don't need
a million.
Speaker 3 (05:29):
People to be our clients. Most small business owners.
Speaker 2 (05:33):
Right if one hundred people came to you right now
and said I want to sign up for to be
your client, you'd freak out, You really would, because you're
not a.
Speaker 1 (05:41):
People for that success.
Speaker 2 (05:42):
I agree with you.
Speaker 3 (05:44):
So with that, start small. Even if one person shows up,
that's enough.
Speaker 2 (05:50):
You know these vanity matrix that we see often where
it's like, oh, you must get a million views or
one hundred thousand, or you're not doing well.
Speaker 3 (05:58):
If one of.
Speaker 2 (05:59):
Yours gets one hundred people on it or three hundred
people viewed something.
Speaker 3 (06:05):
That's incredible. Can you imagine three hundred people staring at you.
Speaker 2 (06:09):
That's very scary, But secondly, that's so much opportunity. This
is like a chance for you to have a conversation,
to be in front of them and be like.
Speaker 3 (06:18):
Hi, I can be of service to you. Would you
like some help.
Speaker 1 (06:22):
But the other side of that same coin is that
having a specialist like yourself, because the game if that's
the game, and that's but the game changes every day
and we as users, even as consumers and as business persons,
we're not attuned to what's happening every day. But you,
as a specialist, that's what you follow.
Speaker 2 (06:42):
And I really take a lot of pride in that,
to be quite honest with you. When I started doing
ads nine years ago, it was so easy.
Speaker 3 (06:49):
It was like pick a. It was really so easy.
We could go back. I would actually be really happy
with that.
Speaker 2 (06:56):
Tom Like it was like pick a graphic, pick text,
put it together.
Speaker 3 (07:01):
And tell meta what it wants. Now, it's evolved so much.
There's an algorithm.
Speaker 2 (07:07):
At play, there's AI at play, there's different targeting options.
How you set up your ads. Do you just want
it to be still a carousel? Do you want it
to be a video? Is it a shopping ad?
Speaker 1 (07:18):
Like?
Speaker 2 (07:18):
There's so much choice that it can feel very overwhelming, And.
Speaker 3 (07:22):
For me, I'm like, please don't feel overwhelmed. I love it.
Speaker 2 (07:26):
I thrive under pressure, like let me help you and
you stay in your zone of genius. Often we think
like we shouldn't ask for help because we're not ready,
it's not the right time. But it's by asking for
help that you grow, because when two go together, you
go a lot faster than when one.
Speaker 3 (07:44):
I agree with you.
Speaker 1 (07:44):
I think that to start small, and really small. There's
so much that we don't understand as business person. So
we're talking generically the Internet or the web, Facebook or
Instagram of what's happening out there. It's really beyond our comprehension.
I'm not a techie. I'm I'm not a geek, but
(08:05):
somebody has to be. They don't have to be a
geek either, but they have to understand what's happening, the
mechanics of it, and translate that back to us as
a part. And back to what you said. It could
be as simple as having five dollars to do something
when generally we think, well, I don't have a million dollars.
We may not ever have that. So but I like
your suggestion. You know, a couple bucks goes a long way,
(08:27):
correct and right way doesn't go a long way, it
goes the right way.
Speaker 3 (08:31):
It goes the right way.
Speaker 2 (08:32):
I also want to like, just take away this misconception
that I also see with people where they're like, okay, Carol,
I spent my five dollars, I didn't get a client. Right,
Running an AD is not gambling, because I'm telling you
right now, if it was, I would be on a
private island sipping a mimosa next to my husband and
our little bostonterior Charlie, the three of us.
Speaker 3 (08:55):
We would be on that island. If it was that simple,
everybody would do it right.
Speaker 2 (09:00):
The wonderful thing about running ads is that it allows
you to test one if you want to test your
offer very quickly and identify where are the holes in
your customer journey? So what happens after they see your ad?
I also feel like people just leave that. Okay, so
they saw your ad, Now what what happens? Are you
(09:21):
sending them emails? Are you talking to them? Are you
calling them?
Speaker 4 (09:25):
Like?
Speaker 3 (09:25):
What is the next step?
Speaker 2 (09:26):
It's really important that all that journey is mapped out
and it's very smooth.
Speaker 1 (09:31):
No resistance the most important part of it.
Speaker 4 (09:34):
Actually, Yeah, and if you have that first, and this
is a big thing for me, I don't take clients
on if that's not figured out, because If not, you're
testing with money and no one wants that, Like, I
don't want to tell you, hey, this is not going
to work out.
Speaker 3 (09:49):
That's a big problem that I see when people run ads.
They don't have a validated offer.
Speaker 2 (09:55):
They just are like, well, I have this idea or
I saw this product, Get me put like one hundred
dollars behind it and make some money.
Speaker 3 (10:02):
Have you sold it? Organicky? Do you have testimonials? Do
you know if it works? I don't know.
Speaker 2 (10:08):
I'm very curious, like, wow, why do you think ads
is going to help you?
Speaker 3 (10:11):
When all that In very simple terms, if you take
nothing from this call.
Speaker 2 (10:15):
Today, just please understand that all ads are are a
mad or a huge magnifying glass on your business.
Speaker 3 (10:23):
They just amplify what you have.
Speaker 2 (10:26):
And if what you have is holes in your customer journey,
that will show. And if what you have is a
great offer, great service, great testimonials, more of that will come.
Speaker 1 (10:38):
Well, how can our listeners find and get in touch
with you to see really what they have?
Speaker 3 (10:44):
Well, that's amazing. I have a free Facebook ads quiz.
It's very fun. It's only two minutes and you can
find it on my website.
Speaker 2 (10:51):
That's Carol kabale dot com Forward slash quiz. I'm very
sure it will be in the show notes. And take
the quiz and before you run any ads, let's see
if you're ready.
Speaker 1 (11:01):
Very good. Well, thanks again for.
Speaker 3 (11:02):
Being with us, thank you for having me.
Speaker 1 (11:05):
And again for our listeners. It's Carol Kabali c A
R O l. The last name k A B A
A l E. K A B A A l E.
Find her on LinkedIn and at her site Carolcabali dot com.
We''ll be able to find the quiz. Cafe Networking is
brought to us by Focus In my market intelligence and
(11:26):
agricultural market research specialist in Brazil. More information at f
O c U S m I dot com. Talk to Tom,
Talk to the world. Thanks for listening. Until the next
time here at Cafe and Networking Podcast
I'm Tom Riar, promoting successful business experts connecting people throughout
the world from my podcast studio in Brazil. Joining us
today from Johannesburg, South Africa, Carol Kabbali, a Meta certified
ad strategist who helps online business coaches grow their impact. So, Carol,
what advice would you give someone who's struggling to find
(00:28):
purpose in their business.
Speaker 2 (00:31):
Well, first you, Tom, thank you so much for having
me here. The biggest advice I would give anyone who's
struggling in their business is to take action. Take action
that is imperfect. Take action when it's scary, Take action
when you don't feel like it. If we if I
took action when I felt like it, I'm gonna tell you,
I would have gone back to my corporate job years ago.
Speaker 3 (00:53):
I would not be where I am.
Speaker 2 (00:55):
Take action, even when it sucks, Take action, move forward.
Husband always says to me, even doing one percent is
better than doing nothing.
Speaker 3 (01:04):
So take action. That would be my advice, And that's true.
Speaker 1 (01:07):
That's the way it is. And most people, unfortunately, I'm
saying most people, many business persons that I know, they
start out, they reach what they consider being their comfort level,
whatever that might be, and they stop. They think that's enough,
And I don't think it's ever enough, because competition for
competition is never enough.
Speaker 3 (01:29):
Oh yeah, no, I agree. I think like, so, we
just bought a house recently, and with that, it just
moved the goalpost further away.
Speaker 2 (01:37):
I think if you're really doing this game of human
and life with purpose, it's never it's never enough. It
should never feel like, oh, this is it. You should
feel comfortable. Of course you should, because you've worked hard
to reach this moment. You should have gratitude for the
fact that you've worked hard and achieved these goals.
Speaker 3 (01:54):
But you should always look to improve. That's I think
that's what makes us human. That's the whole point of it.
Speaker 1 (02:01):
I'm looking at your LinkedIn profile right now and it
shows your GPS for paid Facebook ads, no wrong turns,
So that's your specialty, that is correct.
Speaker 2 (02:12):
So I predominantly work with women, and we create a
predictable pipeline, which is just a fancy ecosystem, so that
you can be found like a GPS by the right people,
and we nurture them, which is really important. We nurture
the right people so that you can have powerful sales
(02:33):
conversations with them.
Speaker 3 (02:35):
And then they can turn into your clients.
Speaker 2 (02:37):
I'm really big on working with people who are of
purpose and are here to serve. If you're just here
to get money and do things quickly, I mean you're
probably going to have some success. But I'm trying to
build impact and I'm trying to get those people seen
by amplifying their messaging and their service.
Speaker 1 (02:56):
It makes sustainable, right because for sure it's not for
the short run, of course.
Speaker 2 (03:02):
So that's definitely why I I'm the GPS.
Speaker 3 (03:06):
I'm here to help.
Speaker 1 (03:08):
But do you mention a thing that is important? Like
the GPS, we're not out looking anymore. We were always searching.
Today the secret is to be It's not a secret.
We need to be found.
Speaker 3 (03:25):
Can you hear me?
Speaker 1 (03:26):
Yeah, we were coming up.
Speaker 2 (03:27):
Yes, I'm so sorry you could repeat that for a second.
Speaker 1 (03:30):
I'm saying it's not a secret. But what we're today,
the important thing is to be found. As you mentioned,
it's not searching. We can't go out and search all
day and look, and that's that's expensive. But we have
to be out there in a way that people find us.
Speaker 2 (03:46):
Not only find us, but remain top of mind because
there are so many options. I walk into a shop
and I see like twenty different kinds of bread.
Speaker 3 (03:57):
Can you imagine if there's like twenty different kinds.
Speaker 2 (04:00):
Of bread, there's fifty one hundred people doing the same
thing that you do. So what is going to make
you be top of mind when someone is ready to buy?
A lot of times we like to be like, oh,
I want them to buy right now. People buy when
they want to buy, So how can you remain top
of mind? One of the way we do that is
(04:21):
we understand that being on social media is a pay
to play platform, because if not, you're depending on the
algorithm which you have no control over. You spent hours
on working on copy, on design, shooting videos, and then
you're like letting this machine.
Speaker 3 (04:38):
Decide who gets to see your stuff. That's not fair.
So what I and my team do is.
Speaker 1 (04:44):
That maybe might be fair, but that's how it works.
Speaker 3 (04:48):
Yeah, No, that's how it works. And as long as
you can make peace with that and be like, okay.
Speaker 2 (04:53):
Well that's how it works, let me play the game
and you don't have to invest. This is a big
misconception that I see with people thousands of dollars to
run ads. You can spend a small amount and still
be successful. What you're trying to say to the algorithm
is I see you, I understand. Please can you show
(05:14):
my stuff to the right people? And that can be
as small as like five dollars, ten dollars, like.
Speaker 3 (05:20):
Whatever amount you have in your head. It can be
very small. Okay, you don't need.
Speaker 2 (05:25):
Another thing I focus on is like, we don't need
a million.
Speaker 3 (05:29):
People to be our clients. Most small business owners.
Speaker 2 (05:33):
Right if one hundred people came to you right now
and said I want to sign up for to be
your client, you'd freak out, You really would, because you're
not a.
Speaker 1 (05:41):
People for that success.
Speaker 2 (05:42):
I agree with you.
Speaker 3 (05:44):
So with that, start small. Even if one person shows up,
that's enough.
Speaker 2 (05:50):
You know these vanity matrix that we see often where
it's like, oh, you must get a million views or
one hundred thousand, or you're not doing well.
Speaker 3 (05:58):
If one of.
Speaker 2 (05:59):
Yours gets one hundred people on it or three hundred
people viewed something.
Speaker 3 (06:05):
That's incredible. Can you imagine three hundred people staring at you.
Speaker 2 (06:09):
That's very scary, But secondly, that's so much opportunity. This
is like a chance for you to have a conversation,
to be in front of them and be like.
Speaker 3 (06:18):
Hi, I can be of service to you. Would you
like some help.
Speaker 1 (06:22):
But the other side of that same coin is that
having a specialist like yourself, because the game if that's
the game, and that's but the game changes every day
and we as users, even as consumers and as business persons,
we're not attuned to what's happening every day. But you,
as a specialist, that's what you follow.
Speaker 2 (06:42):
And I really take a lot of pride in that,
to be quite honest with you. When I started doing
ads nine years ago, it was so easy.
Speaker 3 (06:49):
It was like pick a. It was really so easy.
We could go back. I would actually be really happy
with that.
Speaker 2 (06:56):
Tom Like it was like pick a graphic, pick text,
put it together.
Speaker 3 (07:01):
And tell meta what it wants. Now, it's evolved so much.
There's an algorithm.
Speaker 2 (07:07):
At play, there's AI at play, there's different targeting options.
How you set up your ads. Do you just want
it to be still a carousel? Do you want it
to be a video? Is it a shopping ad?
Speaker 1 (07:18):
Like?
Speaker 2 (07:18):
There's so much choice that it can feel very overwhelming, And.
Speaker 3 (07:22):
For me, I'm like, please don't feel overwhelmed. I love it.
Speaker 2 (07:26):
I thrive under pressure, like let me help you and
you stay in your zone of genius. Often we think
like we shouldn't ask for help because we're not ready,
it's not the right time. But it's by asking for
help that you grow, because when two go together, you
go a lot faster than when one.
Speaker 3 (07:44):
I agree with you.
Speaker 1 (07:44):
I think that to start small, and really small. There's
so much that we don't understand as business person. So
we're talking generically the Internet or the web, Facebook or
Instagram of what's happening out there. It's really beyond our comprehension.
I'm not a techie. I'm I'm not a geek, but
(08:05):
somebody has to be. They don't have to be a
geek either, but they have to understand what's happening, the
mechanics of it, and translate that back to us as
a part. And back to what you said. It could
be as simple as having five dollars to do something
when generally we think, well, I don't have a million dollars.
We may not ever have that. So but I like
your suggestion. You know, a couple bucks goes a long way,
(08:27):
correct and right way doesn't go a long way, it
goes the right way.
Speaker 3 (08:31):
It goes the right way.
Speaker 2 (08:32):
I also want to like, just take away this misconception
that I also see with people where they're like, okay, Carol,
I spent my five dollars, I didn't get a client. Right,
Running an AD is not gambling, because I'm telling you
right now, if it was, I would be on a
private island sipping a mimosa next to my husband and
our little bostonterior Charlie, the three of us.
Speaker 3 (08:55):
We would be on that island. If it was that simple,
everybody would do it right.
Speaker 2 (09:00):
The wonderful thing about running ads is that it allows
you to test one if you want to test your
offer very quickly and identify where are the holes in
your customer journey? So what happens after they see your ad?
I also feel like people just leave that. Okay, so
they saw your ad, Now what what happens? Are you
(09:21):
sending them emails? Are you talking to them? Are you
calling them?
Speaker 4 (09:25):
Like?
Speaker 3 (09:25):
What is the next step?
Speaker 2 (09:26):
It's really important that all that journey is mapped out
and it's very smooth.
Speaker 1 (09:31):
No resistance the most important part of it.
Speaker 4 (09:34):
Actually, Yeah, and if you have that first, and this
is a big thing for me, I don't take clients
on if that's not figured out, because If not, you're
testing with money and no one wants that, Like, I
don't want to tell you, hey, this is not going
to work out.
Speaker 3 (09:49):
That's a big problem that I see when people run ads.
They don't have a validated offer.
Speaker 2 (09:55):
They just are like, well, I have this idea or
I saw this product, Get me put like one hundred
dollars behind it and make some money.
Speaker 3 (10:02):
Have you sold it? Organicky? Do you have testimonials? Do
you know if it works? I don't know.
Speaker 2 (10:08):
I'm very curious, like, wow, why do you think ads
is going to help you?
Speaker 3 (10:11):
When all that In very simple terms, if you take
nothing from this call.
Speaker 2 (10:15):
Today, just please understand that all ads are are a
mad or a huge magnifying glass on your business.
Speaker 3 (10:23):
They just amplify what you have.
Speaker 2 (10:26):
And if what you have is holes in your customer journey,
that will show. And if what you have is a
great offer, great service, great testimonials, more of that will come.
Speaker 1 (10:38):
Well, how can our listeners find and get in touch
with you to see really what they have?
Speaker 3 (10:44):
Well, that's amazing. I have a free Facebook ads quiz.
It's very fun. It's only two minutes and you can
find it on my website.
Speaker 2 (10:51):
That's Carol kabale dot com Forward slash quiz. I'm very
sure it will be in the show notes. And take
the quiz and before you run any ads, let's see
if you're ready.
Speaker 1 (11:01):
Very good. Well, thanks again for.
Speaker 3 (11:02):
Being with us, thank you for having me.
Speaker 1 (11:05):
And again for our listeners. It's Carol Kabali c A
R O l. The last name k A B A
A l E. K A B A A l E.
Find her on LinkedIn and at her site Carolcabali dot com.
We''ll be able to find the quiz. Cafe Networking is
brought to us by Focus In my market intelligence and
(11:26):
agricultural market research specialist in Brazil. More information at f
O c U S m I dot com. Talk to Tom,
Talk to the world. Thanks for listening. Until the next
time here at Cafe and Networking Podcast
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