Meta Ads Setup & Success Guide
The Power of META is Un-matched right now…
Meta (Facebook + Instagram) is very different from search marketing (SEO, LLMs, PPC, etc.).
Whereas search is designed to capture certain search queries/keyword searches, Meta Ads are designed to capture peoples' attention.
An easier way to describe it is, search engines are for demand capture, ads are for demand generation.
Creating demand for yourself and your business is extremely powerful and profitable.
While most of your competitors are chasing super competitive rankings/keywords, Meta Ads lets you:
👉 Create demand where none existed (super powerful) — allowing you to reach people who don't even know they need your product yet
👉 Build audiences at scale — introducing your brand to thousands of potential customers
👉 Reach customers earlier in the buying journey — letting you capture their attention before they ever start searching on Google (this is HUGE because it creates a more exclusive lead)
The fact is, Facebook's algorithm has never been smarter than it is right now.
And Facebook traffic has never been higher.
Facebook has 2.1 BILLION daily active users. That is simply insane.
On the low end, people spend on average 30-45 minutes per day on Facebook, checking it on average 27 times per day.
The eyeballs are on Meta. What's more, a recent study by Sprout Social reveals that 41% of Gen Z consumers are using social media as their search engine of choice, above traditional search engines like Google.
Bottom line, Meta lets you get in front of thousands of homeowners per day, at scale, at a much lower cost than ANYTHING you will ever do with Google/SEO.
Winning with Facebook…with Pattern Interrupt
The two most important components to successful Facebook Ads are the creative (images or videos) + the ad copy (offer/hook).
The creative gets their attention. The ad copy gets them to act.
People will not act if your creative is weak, fake, cheesy, lame.
That's where we come in.
Notice the creative above has NOTHING to do with insurance.
There are no fake stock photo families smiling in a car.
No corny slogans like "We Protect What Matters Most"…
The single biggest mistake most agencies (and marketing agencies) make is, their ads look like (super cheesy) ads.
People don't watch TV to watch commercials.
People are programmed to scroll past ads and commercials.
Successful ads creep up on you.
Bottom line, if your ads looks like ads, you are already losing.
Don't worry… we will set you straight. Keep scrolling…
Btw… if you're reading this… you are a victim of our copywriting skills that we'll deploy inside of your campaign(s). 😁
Here's a checklist of what You need to have set up and have access to:
  • You need a Facebook Business Manager account https://business.facebook.com/overview (this is where you/we can access the necessary things we need like your Facebook Business Page, Pixel, Ad Account, etc.) We can help you set this up if you don't already have it in place.
  • You should have an Instagram page/account, and know the login to your Instagram
  • We need you to send us a few different selfie and/or team photos we can use in your campaign (examples below)
  • We need a simple selfie video (or two) for a video ad campaign (these convert like crazy; example below)
  • We need a "what to expect video" for your landing page (example below)
  • Download either Google Drive or Dropbox mobile app to your phone (so you can share the creatives with us easier)
  • We can likely connect your lead form to your CRM; you should have a lead-nurturing sequence in your CRM that will send some follow-up communication, such as email(s) and SMS(s). We can guide you on this if need be. If you are using AgencyZoom, we have a very simple way to connect your form to your account.
**We can't get started without these items; do your best to get us everything in the next 5-7 business days
Examples of selfie & team images that we need from you:
We need creative assets to build your campaign with. We have found through a lot of testing that selfie & team images convert the absolute best. The images below have resulted in tons of leads and revenue. Unpolished images of real, friendly people from your agency is what will resonate.
Please send us a mix of selfies & team photos. 3-5 selfie style images, and 3-5 team style images. If you don't have any, grab your phone and take some. This is a non-negotiable. They do not need to be professional, edited photos.
** Take all photos with the same person's phone; we suggest uploading them to Google Drive or Dropbox mobile app where you can share the link with us when complete so we can download them
**Selfies can be taken anywhere and have 1 or 2 people in the photo. Your car, office, community, home, etc… just make them look natural. Do not put yourself/subject too close to the camera. Hold your arm out before taking the photo.
**Team photos should be fun, natural, not too corporate; they can be in-office, community events, etc..
**The photos do not necessarily have to be you, but they should be of someone who works for.with you. If you have a team member who you feel would look better on camera, the photos can be of that person(s) if need be.
**Make sure you smile in the photo, you need to look friendly and unassuming.
We need several different images because we test multiple different ad creatives to see which combination of image and ad copy works the best. This is crucial in optimizing your campaign(s)!
Examples of selfie video ads (super important!)
Video can convert at a much higher clip than image-only ads sometimes, as such, we want to create a video in your campaign as well. We can do all kinds of cool stuff with video, like targeting people who have watched a certain percentage of the video with new/different ads.
Here is an example below. We recommend doing the video in a well-lit environment, or outside, just walk around and talk to the camera. Just be yourself, and do not come off as salesy.
Important Tips for creating good video ads:
  1. Don't ever script the video; its okay to have a loose idea, but you want to come off like a real person, not a robot reading from a teleprompter
  1. Just use your phone or webcam; it has a good enough camera and mic; its okay if the phone/camera is moving while recording, again you want the video to look authentic, not polished
  1. Make sure you're in a well-lit area, or go for a walk outside
  1. make sure you have a call-to-action at the end; tell them to click the button below to complete some easy information on your site
Example of "what to expect" video(s) for your funnel :
When you are dealing with the general public, people are skeptical sometimes about who you are and if your agency is legit. Any opportunity you have throughout your funnel to disarm their fears or skepticism should be taken advantage of.
The example videos below are videos we will use in your funnel, right before they complete your lead form and after. The purpose of these videos is to simply explain to them what to expect, and/or what happens next after they submit their quote request.
We have seen simple videos like this increase funnel conversions by over 25%, which could easily be an extra 4-figures in revenue from the same ad spend. We want to make the most out of every penny you are spending on ads, and videos like this help us do that.
Tip: you do not need some fancy camera setup; you could create this with your phone as a selfie video, or use a tool like Loom to create it at your desk using your webcam
Video For Landing Page
Video For Confirmation Page (After Form Submission)
Video For Landing Page
Video For Confirmation Page (After Form Submission)
Video For Landing Page
Video For Confirmation Page (After Form Submission)
Video For Landing Page
Video For Confirmation Page (After Form Submission)
A few common sense accountability reminders
  • we're dealing with the general public, a.k.a., we cannot control lead quality. Some leads will be good, but some will be bad or hard to get a hold of, that's just how it goes; take the good with the bad
  • lead volume is like the stock market; its not always a bull market; some weeks may be leaner than others, while other weeks you can't keep up with the volume, but overall, in the long run, the system should be profitable
  • leads by themselves don't pay your bills — sales do; you still need to call them and sell them; we can't do that part for you so be sure you and your team are ready to hustle 💪 if you don't call the leads, the campaigns will not be profitable. Your CRM automations and/or tools you are using to collect dec pages are not going to sell the customer and bind coverage. Pick up the phone.
  • the biggest lie an insurance agent can tell themselves is that service, technology, convenience (and the fact they are a local agent) outweighs price. The average consumer is cash-strapped and living paycheck to paycheck. Price is the pain point (and the benefit) that makes people act, and act fast. It matters more than anything else to most people. I'm not saying this so you change the way you sell, or so you sell on price, more so to put you in the mindset of the consumer. When you think like the consumer, the sale is 1000x easier. As the old adage says, "sell em' on price, keep em' on service"….this is VERY true.
  • selling to leads is different than selling to referrals. Referrals are usually already half way sold, and they don't mind if you don't get back to them in a few days. Leads from the internet/social are not as warm and speed-to-lead is critcal. Once you get good at selling to leads, it unlocks a whole new revenue stream for your agency. Bottom line is, get back to them quickly, make it simple, and close the deal. Then rinse and repeat.
Bonus: CRM Pipeline Tracking Setup
A pipeline without follow-up is just a client wishlist.
We mentioned earlier the importance of having leads flow into your CRM. This allows you to track your ROI much better as well as nurture incoming leads. We can't say enough, how important it is to call your leads within 5 minutes, but there may be situations where you can't do that. Having an SMS/email campaign in place is critical to having a strong contact rate with leads.
If you are using AgencyZoom (or most other CRMs), we can automatically send leads to your Leads pipeline if you have your website with us. We can also show you some other tips to make it easier to track, and give you verbiage for your lead campaign.
Conclusion
Get us the images + videos as soon as it's convenient for you. We can't do anything without them. We will handle everything else in terms of getting the campaign(s) built out and managing them for you.
Place Your Meta Ads Management Order Here
Meet your new back-office marketing & technology team:
Chris Langille
Founder, Lead Performance Marketer
Anthony Cucchi
Onboarding & Account Manager
Max Davis
Data & Integrations