Learn 97% of Meta Ads in Under 19 minutes — Transcript

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1. 0:00I've spent over $300 million on meta
2. 0:02ads, and these are the eight hacks that
3. 0:04I wish I knew sooner. Starting with hack
4. 0:06number one, and this is a thing that
5. 0:08nobody's talking about, and it's the
6. 0:10exact reason why your video ads are
7. 0:12tanking right now. Everybody thinks that
8. 0:14you need slick video ads and UGC
9. 0:17creatives in order to crush it on meta
10. 0:19ads in 2026. And they couldn't be more
11. 0:21wrong. Everyone looks at my video ads or
12. 0:23look at other people's video ads and
13. 0:25think, man, that's exactly what I need
14. 0:27to do in order to scale. But you see,
15. 0:29since Meta launched Andromeda, this
16. 0:31thing is a hungry panda, and you need to
17. 0:35feed it with an absolutely absurd amount
18. 0:38of fresh creatives in order for your ads
19. 0:40not to fatigue. It is so hard to produce
20. 0:42the volume of video that is required in
21. 0:45order to have your ads not fatigue. Take
22. 0:47for instance my own ad account. I have
23. 0:49over 17 VSSLs that I am running right
24. 0:53now as ads. And that is just an absurd
25. 0:56amount of volume. However, I can run
26. 0:58thousands of different static ads much
27. 1:00cheaper and much quicker than producing
28. 1:03videos. And so, if I had to pick on one
29. 1:05type of creative format to do, whether
30. 1:07video or statics, I would pick statics
31. 1:10all day of the week. I have an entire
32. 1:13creative team and it is still a
33. 1:14challenge for me to pump out the volume
34. 1:16of video creative that I need to
35. 1:19actually feed the ad account at the
36. 1:21scale that I'm running. One way to do
37. 1:22that is using my platform Kong where you
38. 1:25can basically at a click of a button
39. 1:27produce a 180 headlines, two body copy
40. 1:31variations, and then you can go and
41. 1:32basically pick from a whole library of
42. 1:35proven ad creatives. Another reason that
43. 1:37statics in my opinion are superior to
44. 1:40videos. Facebook realized that there's
45. 1:42only so many video ads that they can
46. 1:44show each user per session on Facebook.
47. 1:47And so their algorithm is actually has a
48. 1:49bias towards static ads because they can
49. 1:51show way more statics to people within
50. 1:54one session of Facebook. And so that's
51. 1:56what they're optimized for, right? They
52. 1:57are a business optimizing for revenue.
53. 1:59If they can show more ads to the same
54. 2:02person on the news feed, you're going to
55. 2:03basically be the one that's going to
56. 2:05benefit from that. I spent weeks and
57. 2:07weeks in pre-production and planning and
58. 2:09shooting and then had my video team edit
59. 2:11these super high polished VSSLs. Then I
60. 2:14looked at my ad account and I can see
61. 2:16that there's these down and dirty native
62. 2:18statics that I've created that literally
63. 2:20are outperforming a VSSL that took 2 and
64. 2:241/2 months to produce. And that's why
65. 2:26I'm so bullish on statics. So this is
66. 2:28how you can apply this specifically to
67. 2:30your business. go over to whatever
68. 2:32calendar that you use to manage your
69. 2:34week and dedicate one hour per week
70. 2:36where you take your winning offer, your
71. 2:38winning product or service, and you have
72. 2:40one hour that you dedicate to creating
73. 2:42fresh creatives every single week. Which
74. 2:45brings us to hack number two. And this
75. 2:48one is a filthy little one that I have
76. 2:50recently found out that goes absolutely
77. 2:53wild. So, everyone knows about finding
78. 2:56your winning creative or your winning
79. 2:58ad. But what most people don't know is
80. 3:00that with Andromeda, it is looking and
81. 3:02analyzing your image, your copy, your
82. 3:05offer, your landing page, and all it's
83. 3:07trying to do is find that person to
84. 3:10serve them your ad. So, if you want to
85. 3:12target different people, you actually
86. 3:14have to put that in the creative and in
87. 3:16the body copy. So what I do is I get my
88. 3:18best winning ad and then I have a look
89. 3:20at what are the 20% of clients that
90. 3:22represent 80% of the revenue in my
91. 3:24business. I look at the niches that they
92. 3:26operate in and then I basically put
93. 3:28those niches in the headline or the body
94. 3:31copy of the ad. Here's how to get 462
95. 3:34leads per week on autopilot. Then it
96. 3:37might be here's how to get 462 dental
97. 3:40leads on autopilot, lawyer leads,
98. 3:42property investment leads, whatever the
99. 3:44niches are that you specifically want to
100. 3:46target. You simply just take your
101. 3:47winning ad, you duplicate it out, and
102. 3:49you insert that keyword. This thing
103. 3:51alone will dramatically drop your cost
104. 3:53per lead, and it will open up different
105. 3:55pockets of audiences on Meta that if you
106. 3:58just had a generic ad, you would not be
107. 4:00able to reach. It's not some magic word.
108. 4:02It is a category word that is what we
109. 4:05call an identity trigger and it also
110. 4:07feeds the algorithm to know who it
111. 4:09should be going out there and looking
112. 4:10for. But the number one thing that you
113. 4:12must understand when it comes to meta
114. 4:14ads is that you are not selling your
115. 4:16product. You are not selling your
116. 4:17service. All we're trying to do is
117. 4:19funnel as many of the people that would
118. 4:21be applicable to whatever it is that
119. 4:23we're selling and bringing as many of
120. 4:25them as we can to our landing pages. So
121. 4:28this is what I want you to do right now.
122. 4:29As soon as you finish watching this
123. 4:31video, I want you to go over to your ads
124. 4:33manager and I want you to find your
125. 4:34winning ad. Then I want you to duplicate
126. 4:36that ad out and just add either a
127. 4:39demographic to that ad or add a specific
128. 4:42keyword for the industry that it is that
129. 4:44you want to target. Then you launch
130. 4:45those bad boys, go in, look at your CTR,
131. 4:48you'll see that performance is
132. 4:50dramatically better. And that is hack
133. 4:52number two, the one keyword hack. All
134. 4:54righty. So that's playing the game on
135. 4:56like beginner mode. Now, let me show you
136. 4:58how to really scale this thing up and
137. 5:00absolutely rinse your meta ad account,
138. 5:04which brings us to hack number three.
139. 5:06So, here's what most people do. They
140. 5:08find their winning ad. They turn off all
141. 5:11the other ads in the ad set that aren't
142. 5:13performing as good as the winner, and
143. 5:14then they're like, "Let me just ride
144. 5:16this one all the way home. And then they
145. 5:18start scaling their ad, and then it
146. 5:20fatigues, and it dies, and they've
147. 5:22rested all of their performance on this
148. 5:24one winner. This is amateur hour. This
149. 5:26is the last thing that you want to do.
150. 5:28Instead, once you find that winning ad,
151. 5:31take that ad and we want to pump it into
152. 5:34AI. Either Claude, Kong, Chad, Jibit,
153. 5:38whoever it is that you want to use to do
154. 5:39it, just do it. Then what we're going to
155. 5:41do is we're going to spit out hundreds
156. 5:43of different variations. And the way
157. 5:45that I like to do this is I give it my
158. 5:47winning ad and then I say, "Okay, I want
159. 5:49you to read this ad and I want you to be
160. 5:52the author. If we show the next ad, I'm
161. 5:54going to ask you to write to 100 people.
162. 5:57Not one in a 100red would be able to
163. 5:59tell you that this is written by a
164. 6:00different person. That is the premise.
165. 6:02And now we get to cook. Then we start to
166. 6:04prompt it and say, "Okay, now write this
167. 6:06for 25year-old women. Write it for a
168. 6:0830-year-old woman." Now, when you read
169. 6:11it, it should pretty much read exactly
170. 6:13the same, but there should be certain
171. 6:14things on there that relate to that
172. 6:16person that it is that we're trying to
173. 6:18target. The best way to do this is to
174. 6:20one, start with your body copy. to apply
175. 6:22that same strategy to your headlines and
176. 6:25then move forward to your creative. And
177. 6:27then typically you take all of those
178. 6:28winning ad creatives, you chuck them in
179. 6:30a CBO, you let Facebook's AI do its
180. 6:33thing and it's going to basically pivot
181. 6:35the spend towards the creatives that are
182. 6:37getting the best results in your
183. 6:38campaign. Now, this hasn't always been
184. 6:41perfect. Often times, you would do it
185. 6:42and then there'd be a whole bunch of ads
186. 6:44in that campaign that wouldn't spend. I
187. 6:46take all of those ads that get no spend,
188. 6:49but I have high conviction around that
189. 6:51they are good ads, and then I launch
190. 6:53something called a zombie campaign,
191. 6:54where I take all of those dead ads, put
192. 6:56them into an ad set, and then I launch
193. 6:58those. And then typically, I can juice
194. 7:00out another 20% of ads that are all
195. 7:02winners there. And that is hack number
196. 7:04three, the winning format clone.
197. 7:06However, everything that I've given you
198. 7:08so far is absolutely worthless unless
199. 7:10you get this next step right. Because if
200. 7:12your ads look like ads, then they are
201. 7:15already dead on arrival. Let me tell you
202. 7:18a story that is just far too common that
203. 7:20I hear every single day. Somebody sits
204. 7:22down, they're putting together their
205. 7:24meta ads, and the first thing that they
206. 7:26think about is, "Mubry, how do I make my
207. 7:29ad pop off the feed? I want it to really
208. 7:31stand out and like hijack people's
209. 7:33attention." And guess what people hate
210. 7:35more than anything is ads. That's why
211. 7:37there are hundreds of millions of people
212. 7:39that have downloaded and installed ad
213. 7:42blockers. So instead of making our ads
214. 7:44look like ads, we are going to do the
215. 7:46absolute opposite. And we are going to
216. 7:48look at what is the type of content that
217. 7:50people are natively consuming on these
218. 7:52platforms. I am running a 46-inute
219. 7:55YouTube video with minimal editing right
220. 7:57now. it's got, you know, millions of
221. 7:59views organically on YouTube and I'm
222. 8:01taking that winning creative and then
223. 8:02I'm just running that as an ad because I
224. 8:04already know that that content bangs
225. 8:06organically. It's already proven it with
226. 8:08millions of views organically. So then
227. 8:10what I'm doing is I'm just moving that
228. 8:12over to the paid ads engine, pouring
229. 8:14gasoline on it, and lighting that puppy
230. 8:15on fire and letting it scale. And that's
231. 8:18exactly what it is that you want to do.
232. 8:19You might not have a video on YouTube
233. 8:21that's got millions of views. That's
234. 8:22okay. Just look at what is the native
235. 8:26content that people are consuming in
236. 8:28your niche already. Another quick hack
237. 8:30to do is you can create what we call a
238. 8:32burner account. So you basically sign up
239. 8:34for a clean slate Tik Tok and Instagram
240. 8:37account and then go follow all the
241. 8:39different influencers and pages in your
242. 8:41niche and like their content. Then every
243. 8:43time you log into that burner account,
244. 8:45you're going to basically see the most
245. 8:47popular content in your niche rise to
246. 8:49the top of your news feed. And if that's
247. 8:51what's getting promoted in the
248. 8:52algorithm, then that's exactly the type
249. 8:54of ads that you want to produce and then
250. 8:56run them as paid ads. And I can
251. 8:58guarantee you that this will outperform
252. 9:00your current best performing ad, which
253. 9:02is hack number four. Don't make your ads
254. 9:06look like ads. All right, so now I'm
255. 9:08going to show you how to target buyers
256. 9:10that your competitors don't even know
257. 9:12exist. So when it comes to meta ads,
258. 9:14people usually approach it in one of two
259. 9:16ways. The first way is they try to get
260. 9:18super laser targeted with the type of
261. 9:21people that they're trying to target and
262. 9:22they do basically what we call interest
263. 9:24stacking. They take all the interests in
264. 9:26the niche. They like golf. They like
265. 9:27Mercedes-Benz and they stack all of
266. 9:29those things up and they're like, "Man,
267. 9:31that is one ultra layered targeting and
268. 9:34I'm going to find only the best buyers."
269. 9:36Then you have the second school where
270. 9:38these guys are just like, "Pick a
271. 9:39country, go yolo, and target them." But
272. 9:42this is where most people get it wrong.
273. 9:44They don't understand that the more
274. 9:45context that it is that you give meta,
275. 9:48the better that they can actually go out
276. 9:49and find those people because the
277. 9:51creative is the targeting now. But most
278. 9:54people they run short form copy. It's a
279. 9:56very basic ad. Therefore, the context
280. 9:59window that Meta has is very very small.
281. 10:01So instead, what I like to do is I like
282. 10:04to basically have very long form copy
283. 10:06that literally gives the algorithm so
284. 10:09much data of exactly who it is that I'm
285. 10:12trying to target so that they can go out
286. 10:14and find those people because if they
287. 10:15have a limited context window for your
288. 10:17ads, then the amount of people that they
289. 10:19can target for that creative is also
290. 10:21going to be limited. So stop trying to
291. 10:24outsmart the targeting. And the most
292. 10:26highest paid engineers that have one
293. 10:28incentive, which is to get your ad in
294. 10:30front of the right people. So you keep
295. 10:32on feeding it Zuck bucks. You're not
296. 10:34going to beat these guys. So let the
297. 10:36algorithm do all the heavy lifting and
298. 10:38spend all your time and energy on
299. 10:40producing creative. However, don't
300. 10:42believe me. What I want you to do right
301. 10:44now is to go into your ad account to
302. 10:46find your best winning creative that you
303. 10:48probably got a bunch of interest
304. 10:49stacking on there and duplicate that ad
305. 10:51and put no targeting. So just pick
306. 10:53Australia, just pick America, just pick
307. 10:55the UK for instance, and let that puppy
308. 10:58cook. Let both of those ads run side by
309. 11:00side. your interest stacking versus your
310. 11:02broad and then in 7 days time go and
311. 11:04have a look at your CPAs and you will be
312. 11:07shocked and that is hack number five.
313. 11:09Broad targeting with super specific
314. 11:12creative is the new meta. Okay, so this
315. 11:15next hack is exactly what happens after
316. 11:18you actually get somebody to click
317. 11:20because most advertisers they spend 90%
318. 11:23of their effort on the actual ads and
319. 11:25only 10% on optimizing their landing
320. 11:27pages. And this is a huge mistake
321. 11:30because if there isn't congruence based
322. 11:32on what they clicked on to what they see
323. 11:34on the landing page, they're just going
324. 11:35to dip, right? You're going to have a
325. 11:36very high bounce rate. You might be
326. 11:38getting super high CTRs, low cost per
327. 11:40clicks from your actual ads, but your
328. 11:42CPAs and your conversion rates will be
329. 11:44in the toilet because it doesn't match
330. 11:47that scent. So, this is what I like to
331. 11:49do. Meta is the best split testing tool
332. 11:53that exists on planet Earth. your
333. 11:55headlines are exposed to, you know,
334. 11:57usually a thousand times the amount of
335. 12:00people that actually click on your
336. 12:02landing page. So therefore, you're
337. 12:03getting so much more statistical
338. 12:05significant data based on which
339. 12:07headlines work. So I'll be running, you
340. 12:09know, 20, 30, 40 different headlines for
341. 12:12an ad variant. Then I'm going to find
342. 12:13what the best performing headline is.
343. 12:16I'm going to take that headline and I'm
344. 12:17going to mirror that on my actual
345. 12:19landing page. When I do this, I usually
346. 12:22increase the conversion rate by a bare
347. 12:24minimum of 15 to 20%. Just that one
348. 12:27thing, not only in the headline, but in
349. 12:29the sub headline and also the leadin of
350. 12:31that copy. I have a rule at any given
351. 12:34time, I have to have at least three
352. 12:36split tests running. Otherwise, I have a
353. 12:38severe sense of anxiety. What you want
354. 12:40to always make sure that you're doing is
355. 12:42taking your insights from your best
356. 12:44performing ads and making them present
357. 12:46on your landing page and then running
358. 12:48them as split tests to just inch out 10,
359. 12:5020, 30% higher conversion rates across
360. 12:53the board. So, what you want to do right
361. 12:54now is open up your ads account, have a
362. 12:56look at your top three performing ads,
363. 12:59and look at the headline of the ad and
364. 13:00the headline of that page side by side.
365. 13:03And if it doesn't match, if they aren't
366. 13:05congruent, fix it within 24 hours. Look
367. 13:07at your conversion rates and thank
368. 13:09daddy. And that is hack number six.
369. 13:12Match your ad to your landing page.
370. 13:15Okay, so now let's talk about how to
371. 13:17turn every $1 that you spend on ads into
372. 13:20$3 or $5. Think about it this way,
373. 13:22right? You've run an ad, you sent people
374. 13:24to a landing page and they haven't
375. 13:26bought. And then what you're doing is
376. 13:27you're like, you should just buy. Like
377. 13:29I'm just going to serve that people with
378. 13:30more ads. There is a reason why that
379. 13:32person didn't buy. So you want to think
380. 13:35about what are the reasons that people
381. 13:37don't buy. The number one reason why
382. 13:40people didn't buy is that that offer
383. 13:42wasn't right for them. Their product
384. 13:43wasn't right. That service wasn't right.
385. 13:45So what I like to do is if I've got
386. 13:46multiple products or service, I like to
387. 13:49retarget that audience with different
388. 13:51offers. And you will be shocked at how
389. 13:53good this works. Somebody might be
390. 13:55coming in for one thing. You'll be like,
391. 13:56"Hey, they're only in the market for
392. 13:58protein powder cuz that's what they
393. 13:59click on." You might be at like a two or
394. 14:01a three rorowaz for your protein powder.
395. 14:03Then you start retargeting the people
396. 14:04that didn't buy on that page with
397. 14:06creatine. And you'll see maybe you're at
398. 14:08a six row. I know it doesn't really make
399. 14:10sense, but just trust me and thank me
400. 14:12later. All right, it's time for the deep
401. 14:14source. So this is what retargeting
402. 14:16campaign looks for our clients. Exactly
403. 14:19what we want to be doing is we're going
404. 14:20to have our top offunnel ad. We're going
405. 14:21to be sending them through to a landing
406. 14:23page. Then in an ideal world, they are
407. 14:26running one of my kinds of funnel,
408. 14:27right? A high value content offer. And
409. 14:29the reason that we do this is for
410. 14:31multiple reasons, but the most important
411. 14:33one is because we get so much intel from
412. 14:35the market. Because we outbound call
413. 14:37every person that downloads one of our
414. 14:39free reports, we get them on the phone
415. 14:41and we find out all their pains and
416. 14:44fears, hopes and dreams, why didn't they
417. 14:46book a phone call in us? Why they didn't
418. 14:48buy? We take all those things and the
419. 14:50first ad that we like to put together is
420. 14:52an objection handling ad. We take all
421. 14:54the reasons that they didn't book in a
422. 14:56phone call. Then we need to address
423. 14:57that. Then in addition to that, we're
424. 14:59going to take proof testimonial ads.
425. 15:01We're going to run them as carousel ads
426. 15:03where we retarget those audiences and
427. 15:05basically show them more proof that all
428. 15:08the claims that we've been making in our
429. 15:09ads actually deliver. Then we're going
430. 15:11to have a third component. The third
431. 15:13component is where we take up other
432. 15:15subsequent offers, services, products
433. 15:17that we could sell them and we're going
434. 15:19to put them all into a CBO of our best
435. 15:21performing ads for all of those products
436. 15:23and we're going to retarget them as well
437. 15:25also to those audiences. you do that,
438. 15:27you will be printing. And then the last
439. 15:30one is a audit of some description,
440. 15:32something where you dress up your call
441. 15:35of value in itself where whether or not
442. 15:37these people buy, they are going to walk
443. 15:38away from that phone call with some
444. 15:41piece of value. Do that now and enjoy
445. 15:43the upside. And that is hack number
446. 15:45seven. Retarget with a different offer.
447. 15:48All righty. So, this last hack, this is
448. 15:50a thing that separates people that run
449. 15:52ads versus people that run businesses. I
450. 15:55spoke to a dude this morning who was at
451. 15:58a 40 rorowaz and I'm like bro why are
452. 16:01you not spending more money? He's like
453. 16:03oh I just I I I don't know. But then
454. 16:05more often than not when I then convince
455. 16:07somebody to spend more money what they
456. 16:09say is oh I tried spending more sub but
457. 16:12the cost per lead went up to 50 bucks or
458. 16:14my rorowaz went from a 15 down to an 11.
459. 16:18And I'm like okay cool but did you make
460. 16:20more money within a 30-day period? and
461. 16:22they're like, "Yeah, but the rorowaz
462. 16:24number as a percentage went down."
463. 16:26>> Who cares? With a rorowaz percentage, I
464. 16:28need that net cash. What you really want
465. 16:31to be doing is looking at what the
466. 16:33blended rorowaz is, not on an ad account
467. 16:35level, but on a business level. And
468. 16:37that's the thing that you're optimizing.
469. 16:39But even more important than blended
470. 16:41rorowaz is realistically net free cash
471. 16:44flow. What you want to do is find what
472. 16:45that break even rorowaz is. What is a
473. 16:48realistic number that you can spend as
474. 16:50the maximum to acquire a customer? And
475. 16:52you want to keep feeding the beast until
476. 16:54you get close to that number. You want
477. 16:56to scale your ads as hard as you
478. 16:58possibly can. Even if the rorowaz goes
479. 17:00down from a 10 to a five, but the
480. 17:02difference is between spending a,000
481. 17:04bucks a month to spending a h 100red
482. 17:05grand a month. You make so much more
483. 17:08money at the end of the day. The only
484. 17:10way that you get confidence to scale a
485. 17:12business is based on data. And you want
486. 17:14to make sure that the integrity of your
487. 17:16data is sound. Data gives you
488. 17:18confidence. And if you have confidence,
489. 17:20you move with speed and conviction. And
490. 17:22that is the way that you go out there
491. 17:24and literally wipe the floor with the
492. 17:26competitors and take the market. Another
493. 17:28very tactical thing that you can apply
494. 17:30is block out 3 hours a month in your
495. 17:33calendar to just look at your numbers.
496. 17:35Looking at the numbers, feeling them,
497. 17:37smelling them, actually knowing them.
498. 17:39Not what your data analyst says, not
499. 17:41what your media bias says. you
500. 17:44physically going in and verifying the
501. 17:46data yourself. The level of confidence
502. 17:48that that gives you, it is very, very
503. 17:49rare that there is another activity that
504. 17:51you can do inside your business that's
505. 17:53going to be more impactful than this.
506. 17:55And that's hack number eight. Track the
507. 17:57metric that actually matters. And these
508. 18:00are the eight hacks that I wish I knew
509. 18:02sooner. Now, you might be thinking like,
510. 18:04Subrey, why do you make all of these
511. 18:06videos? Like, you've already got this
512. 18:07big business, you're a
513. 18:08multi-millionaire, all of this stuff.
514. 18:10Like I grew up in a single parent
515. 18:12household and money was always a
516. 18:14problem. And I always said to myself, if
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520. 18:22And that's exactly what I do in this
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533. 18:46it's how to create [ __ ] you money from
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