Should You Increase Your Meta Ads Budget For Your Launch?

even higher . And if your launch is not working , you'll also want these numbers to tell you so or reveal that to you so that you can begin to tweak your launch . If you haven't heard of me before , my name's Quajo . I'm a Facebook ads , a meta ads strategist . Old habits die hard Facebook for life .

I've been doing this since 2020 and work with established online course creators . People ask me all the time how much can I spend Kwejo ? And the trick here is to understand your well two numbers your earnings per lead and your cost per lead .

So earnings per lead I love to say EPL because that's how we refer to it in ads manager world but the definition of earnings per lead is just how much money your launch is generating per lead that signed up for your launch . And the cost per lead is just , if you are already running paid traffic , how much you paid per lead to register for your launch .

You paid per lead to register for your launch . So to get your earnings per lead , you're just taking your total launch revenue and dividing that by the number of leads that signed up for your launch . Here's quick , simple math . Let's say your launch generated for you 100K Ooh , good launch , all right . And you had 500 leads Sign up for that launch .

It doesn't matter how many bought Well , it does . But look at your . Just take 100k and divide that by 500 and you get $200 earnings per lead . Now , that's great . So if you're running ads , then well , if you're not running ads , at least you know your earnings per lead .

And if you're running ads , then well , if you're not running ads , at least you know your earnings per lead . And then you're asking questions like how healthy is this number ? And another question like how many people , or what percentage of the people who registered for my launch , purchased my main offer that was on sale when Car Open came around .

Now let's jump to Facebook ads . If you're already running them , you want your cost per lead and that's just the total amount you spent for your launch .

Some people ask but Quajo , should I calculate the amount that I spent for lead magnets to get people onto my email list before Nope , just calculate the amount of money you spent with meta ads for your launch registration period , which , by the way , should be 14 days .

Some people I've heard like to run ads for slightly longer than that , maybe 17 days , 18 days just because , with the ability for people to leads to opt out of tracking , sometimes the algorithm , depending on how hard it is for your business to run ads or how hard the leads are to come by , sometimes the algorithm just needs more data before it can optimize and

leave that learning phase and go into the active ads phase . So you're going to calculate , though , how much money you spent on ads and divide that by your number of leads , and the name of the game here is that you have a healthy gap .

You got your earnings per lead and down here you have your cost per lead , and in between you got this nice spread which would be your profit . Okay , so do you increase your meta ads budget for your launch ? Well , is that gap between your earnings per lead and your cost per lead Like ? Is that gap really big ?

Okay , hopefully you have a number of launches already under your belt , so to speak , and you can look back at your historical data and say all right , I need to make a conservative guess here . What has been the trend in my cost per lead and earnings per lead for the previous launches ?

Because , yes , you want to be able to estimate in this future upcoming launch , everything will go well and your earnings per lead and your cost per lead will stay the same . Oh , great , as we say in Spanish , ohjalá , with an American accent . For comedic effect , I can't speak Spanish better than that . Did you know ?

I live in Mexico and have lived in Mexico since 2020 , when I got stuck in Mexico on a vacation with my wife , my two kids and a couple of carry-on luggages and one check-in luggage , never to see my 12-year China home again . I don't know if you knew that , so I thought I would throw in that little piece of info .

But , yes , ideally your launch would be the exact same or better than the previous launch , but I recommend that you conservatively estimate your numbers for the upcoming launch . That way , if things go south , numbers for the upcoming launch . That way , if things go south , you still are making money and you're not caught losing money , okay .

So , whatever your earnings per lead was , you know , work like it's going to and set everything up like it's going to increase , but budget like it could decrease a little . So in that example , maybe you had a you know , 100k launch , 500 registrants , so earnings per lead of $200 .

Okay , so for your upcoming launch , say , all right , maybe earnings per lead will only be 150 , because the end of the world could happen and I don't want to lose money in the end of the world . Of course , if the world ended we'd have another problem . But my cost per lead maybe was $50 , you know .

So , yes , for my previous launch I had this cost per lead of $50 and this earnings per lead of $200 , a healthy gap of $150 .

But this time I'm going to only budget for a profit of like per lead of $100 , okay , and so now I know in my head my cost per lead was $50 before and I hope your cost per lead is not $50 , though it could be somewhere around there if you have a paid launch , because cost per leads for paid launches usually are quite a bit higher than a cost per lead

for a free launch . So now you're thinking all right , my ad cost per lead was $50 for the last launch I know I can afford . I have $100 per lead . I probably should increase my ad spend by a good amount .

Because even if my lead cost goes up to , say , $75 , but I triple the number of leads I get because I increase my ad spend , I would rather have triple the number of leads making $75 per lead than the same number of leads making $100 per lead . Okay , what's the math on that ? Let's calculate it .

So say I brought in 500 leads and my earnings per lead was a hundred dollars . Right , so 500 times a hundred dollars , that's fifty thousand dollars in revenue . Okay , what if I bought in three times a number of leads ? Usually your lead cost will go a little higher as soon as you really increase ad spend .

So now we're going from 500 leads to 1,500 leads right , but I made $70 or $75 per lead . Instead of that $100 per lead , I'm at now $112,500 in revenue . So it definitely pays to know that gap and of course I'm making a very rosy example here , but the numbers will tell you a story for your specific launch .

But it pays to look at that and calculate conservatively what your profit could be and then run some numbers if you doubled your ad budget or if you tripled your head budget .

Now , before I continue , there is something that you must know , which is do not make the mistake of scaling your Facebook , your meta ads , too high when your cost per lead or in your earnings per lead , that nice , healthy profit per lead is not high enough .

For example , if you're only making $7.50 per lead but your ads were costing you $5 per lead , that little $2.50 per lead margin is not that big . Like you could have a bad ads management day personally and wipe away your profit per lead .

So this is a case where you want to look into other things too , like how can I analyze my landing page for my opt-ins , my registrations , and decrease the cost per lead or cost per registrant ? How can I ?

Oh , I don't wanna give this tip away , but it has to do with your registration emails , and I've seen this mistake over and over again with people that I coach one-on-one coaching , where they kind of let me behind the scenes and look at their Facebook ads and upgrade their Facebook ads so they can run them like I would and I give them kind of step-by-step

answers to all their questions .

By the way , if you need this kind of coaching , maybe you need my help to look at your previous launches and do a launch debrief with you , calculate these numbers and help you more accurately determine how your ads should be run for your upcoming launch , or you need help setting them up and even Maya eyeballs on your ads as you run them for your own launch .

That's a link that's in the description below . You can also go to theartofonlinebusinesscom forward slash call . I will tell you at the end of this episode , which is coming right up .

Another thing you can do to , in addition to optimizing your registration page , to increase your revenue , because you have to you have to look at the steps in your launch funnel , right from ads at the top . If you have paid ads to your email open rates and your click-through rates in your email .

How many people are clicking through on a link that you put in your email open rates and your click-through rates in your email . How many people are clicking through on a link that you put in your email ? If you have a webinar , you want to look at your webinar completion rate .

You know how many people are still watching the webinar by the way when you start to make your pitch and how many people are still watching when you finish your pitch . How long is your pitch on the webinar ? You know ? What kind of webinar do you have ?

Is it purely educational , or are you also empowering folks to not just learn another thing , but make a decision based on what you're teaching them and how you can help them ?

Tons of things you can tweak . We'll get to one important one , one very important one , a mistake that needs to be corrected . That I see all the time in a moment , but here's something that you can do with Facebook ads to improve your launch performance . You can analyze the ads from the previous launch . Yes , I know you have heard of this .

Just in case , though , look at your best performing ad copy . Look at your best performing ad creative . Look at your ad copy . Find out what the best performing ad copy was . Did you have more than one registration ad copy ? Hopefully , so . I like to do three to begin with for clients even more if I'm managing an account , that's just harder to manage .

Look at your best performing ad creative . Look at your best performing ad targeting audiences . Take the best or the single best two pieces of performing ad copy and then put those in a new document , and then iterate off of those Come up with two new versions that combine the best or look for the differences . Was one longer than the other ?

Were they speaking to different or the same frustrations that are emanating from the core problem that your launch is going to solve for somebody ? Your webinar topic , you will will your challenge , if you will . Was there another hook that you could experiment with ? That's similar to winning hooks from before . What about your ad creative ?

Was it you talking straight to the camera ? Was those the ads that resulted in the lowest cost per registration ? Or were they ads of testimonials from people who had been in your program before , or user-generated content , basically this kind of thing . Was it graphics ? You know ? If it was graphics , what kind of text was on those graphics ? Analyze , spend a bit .

I love quoting that Thomas Edison quote about how we miss opportunity because it's dressed in overalls and it looks like work . But this kind of analysis of your previous launch really can help your ads take that next step and work a lot harder for you in the upcoming launch . What about your targeting ?

If you targeted a certain lookalike audience in the past , can you target it again ? Were there other audiences that you didn't get to test because you found an audience that worked well . Okay , the thing about testing audiences is nobody likes to say Clay Joe , I tested an audience and the test didn't go well . But look , it comes with the territory .

It's a test . Sometimes it works out better . Sometimes it doesn't work out as well as what you're currently running with . But you have to test through your audience targeting , because there might be a diamond and you're only holding gold . Is diamond worth more than gold ? I think so .

So the last tip on this episode would be to look at your , especially if you have a webinar . Look at your registration emails and the frequency that you're sending those out . Too often I coach clients and they have a low webinar show up rate below 30% . It's like 10% or something like this .

And I'm like huh , let's back up from people showing up to your webinar and see where we could be communicating better to get more people there . And I hear sometimes oh , I turned on ads . There's that thumbs up sign again .

Oops , I turned on ads a month before my webinar and I'm like don't do that again , kay , because your ads have been on a month before People who signed up a month in advance for webinar . You're just life got in the way they forgot about you , friend . But here's what I really hear even more often . It's a big mistake .

Let's say , your ads turn on 14 days before the webinar , but you only have two confirmation emails , two registration confirmation emails , and that's it .

So then that means somebody that signed up 14 days before your webinar heard about you two days in a row , and then they're going 12 whole days or 11 , depending on how you math things before they ever hear from you again and they've forgotten because other email marketers are sending out way more emails and life is just doing its thing , trying to derail their

good intentions about bettering themselves with help from you and , eventually , your paid offer . That's just what life does , right ? I'm going to do this thing and learn and boom , something happens and I need to go take my car in for a tune-up . Or kids have issues at school and now I have to go to parent-teacher conference .

Not that I know what that experience is like . My kids are angels . And so the thing here is is you got to send out emails . I recommend , if somebody registers for your webinar , go ahead and send out an email every other day . If you can't stomach that , every third day , at least please , but go for every other day . That's not too often , okay .

And what kind of things do you email ? Tease the upcoming webinar . Tease a point of value that is shared in the upcoming webinar . Maybe even tease a previous client of yours or customer or student in your course that had an issue that was solved from one of the things that you're going to share in the upcoming webinar .

Remind people why they're there , why they signed up for the webinar . You know you can poke a bit at those frustrations that are coming from the core problem that your webinar is going to help solve through a bit of education . Right , not in a non-triggering way , but you can still make people aware of that .

And this is what you can do to increase your webinar show-up rate , which then also has a direct effect on your earnings per lead , because if you're converting a certain percentage of people who watch your webinar , then you want to get more people to watch your webinar , and as long as that conversion percentage holds , the people who watch your webinar or buy balls

on your webinar equals more money for you .

And all those numbers throughout your launch funnel work and add up to your , or make up your , earnings per lead . And so , to summarize this episode , you need to know your earnings per lead .

If you're running Facebook ads , which I hope you are , after your organic or your offer is converting organically , you're going to want to know what is that gap between your earnings per lead and your cost per lead so you can make an educated guess about bringing more of the right people into your launch that you were meant to serve , so that your revenue goes

higher and so that you're also helping more people with your passion and or area of expertise . If you want that help from me one-on-one Facebook ad coaching it's three calls that you get with me over the course of 28 days and unlimited access to me in between . That link is theartofonlinebusinesscom and it's also in the show notes below .

Please leave a review for this episode . Let me know what you liked about it . That is also in the show notes below for Apple Podcasts . And until the next one , be blessed and take care . Bye .