0:00 probably just over a month ago, uh, 0:02 spent only 2 grand on ads on Google and 0:05 Meta, generated $2.5 million in quotes 0:08 and half a million dollars in sales 0:10 already. 0:11 >> So, okay, that's Yeah, that's a that's a 0:14 home run if you're going to have one. 0:15 >> Most people just kind of forget that 0:17 they're trying to vibe code landing 0:19 pages and throw up AI images as fast as 0:21 possible cuz they they're like just 0:23 trying to test, you know, copying a 0:24 bazillion things. And really, a lot of 0:27 times it can be as simple as using real 0:30 photos and connecting with the person 0:32 who's literally on the page. This is 0:34 still human to human interaction that 0:35 you're you're dealing with. Ultimately, 0:38 what I do isn't like I'm doing some 0:40 advanced groundbreaking stuff. It's 0:43 actually having the like the discipline 0:45 to do the things that are required. So, 0:47 the top three things that I always do in 0:49 these high ticket accounts is number 0:51 one, 0:52 >> okay man, it's been a long time coming. 0:54 You know, we talked about this four 0:56 years ago, I think, and then uh here we 0:59 are. Somehow we we made this happen. But 1:01 uh I have Michael. He is uh he's a 1:04 genius in the ad world and he's doing 1:06 some really incredible stuff 1:08 >> um with high ticket B2B and I'm like, 1:11 let's do that. I don't do a ton of 1:13 content on like uh B2B specific, 1:15 especially on the high ticket stuff. 1:17 It's been a lot of more probably like 1:18 local service-based business. um little 1:21 bit of sass here and there, but what 1:23 you're doing is uh incredible stuff. So, 1:25 I was like, let's just let's just share 1:27 it to uh to the world. So, Michael, man, 1:30 it's good to finally have you on. 1:32 >> Mate, it's finally I'm so glad we got to 1:35 this point because firstly, your 1:37 business partner and I are one of like 1:39 my best friends, but also I've been 1:41 watching your content and seeing your 1:43 work for years. So, mate, much props to 1:45 you, your channel, and your company who 1:47 are doing cool stuff. So, so good. I'm 1:49 glad to be here. 1:50 >> I appreciate it. You know, you are uh 1:53 part of the inspiration of starting a 1:55 YouTube channel. So, like you had your 1:57 channel, you had your channel before me 1:58 and so and then Soul 8 for sure. Like 2:01 when I watched those guys and what they 2:02 were doing and then they sold, I was 2:04 like, "Oh, there's like probably an 2:06 opportunity." And so, which I think is 2:08 true. I don't think their channel does 2:10 much today because Kum and 2:12 >> John are no longer on it. And uh yeah, 2:15 it's a weird thing to get into, right? 2:16 because you're like, I don't want to be 2:18 doing videos and content and like I was 2:20 busy running the business and then uh 2:23 >> now I'm I've been on the hamster wheel 2:25 for many many years 2:27 >> and it's like how do I I can't jump off 2:29 of this. Yeah. So, well, I appreciate 2:30 it. So, I got to you know, I was funny. 2:32 I was talking to Luke. I I think I need 2:34 to expand further. I've been dabbling in 2:36 LinkedIn a little bit. It's a rough 2:38 place. I don't really like LinkedIn. Um 2:41 but Instagram might be the next move. I 2:43 have a personal one, but I'm like like 2:45 spinning out like sort of my own, you 2:47 know, Instagram branded towards just 2:49 like, you know, you know, doing ad 2:51 knowledge and agency stuff. So, we'll 2:53 we'll see if that's the next move or 2:54 not. But that one feels cringier to me 2:56 than doing YouTube. So, 2:58 >> well, mate, you're killing it on 2:59 YouTube. I watch the videos very 3:01 frequently and it's just cool to see the 3:02 growth that you've had cuz it's like 3:04 when you're actually helping people and 3:05 educating people, it's like naturally 3:07 you're going to have good business 3:08 growth from it. So, just great work, 3:10 man. 3:10 >> Yeah. Yeah. Yeah. I Well, I appreciate 3:12 it. Hopefully I can keep the momentum 3:14 going. It's a weird It feels like you 3:15 are on a hamster wheel though cuz you're 3:17 like ah if I didn't do a video this 3:19 week, the business is going to fail. 3:20 That's like the the feeling sometimes. 3:22 >> And it will fail, Austin. It will fail 3:24 if you don't. 3:25 >> It will it will fail. 3:26 >> It will implode. 3:28 >> It will probably. So I must keep doing 3:31 it. I must keep providing content to the 3:33 people. Um which is why though I 3:35 actually prefer doing this type of stuff 3:37 >> where I get to talk to people who are 3:39 smarter than me doing cool stuff and 3:41 Luke. So, for those of you who don't 3:43 know, Luke is uh my business partner 3:45 here at Grow My Ads. Really good friends 3:48 with Michael. Uh Luke is back in 3:50 Australia right now, which is where 3:51 Michael is at. So, it's probably what, 3:53 like 8:00 a.m. in the morning for you or 3:55 something? 3:55 >> Yeah. Quarter to 8 now. Yeah. 3:57 >> Okay, there you go. And he was uh he was 4:00 hanging out with you recently and he was 4:01 telling me some cool stuff you're doing 4:03 on the uh you know, B2B uh side and I 4:07 was like, "Cool, I got to get him on. We 4:08 got to talk about his ad strategies, 4:10 what he's running right now. I know you 4:11 do a lot of end toend marketing. It's 4:14 not just siloed into like one ad 4:16 channel. You're doing really cool stuff 4:18 with AI as well. Uh so I'm like, yeah, 4:21 I'm just going to open the floor, let 4:23 Michael, uh, you know, drop some wisdom 4:25 bombs for high ticket B2B lead genen 4:28 today. 4:29 >> Awesome. So yeah, it's interesting where 4:32 it kind of came to this point because 4:33 when I started my career 12 years ago 4:36 full-time in Google ads, it was just in 4:38 Google ads and then as the years 4:40 evolved, I worked at agencies and then I 4:43 was always in a senior position doing 4:45 Google ads. So I was from the start I 4:47 was working on many accounts and high 4:49 revenue accounts and sorry high uh spend 4:52 accounts as well but also small ones is 4:54 and I just felt like I got compressed 4:56 like you know centuries of uh learning 4:59 in like a decade but what I noticed over 5:02 the time was there were businesses that 5:04 were killing it revenue-wise that the 5:06 results in the account didn't look like 5:07 it and the results in the account that 5:09 looked like it was killing it that 5:10 weren't. And even just over the last few 5:13 years, I'd gone from primarily Google 5:16 ads to doing meta ads as well. So I've 5:17 been doing meta ads uh full-time, 5:19 probably coming up to 10 years as well 5:21 mixed into that and then that naturally 5:24 evolved into landing pages and then I've 5:26 recent in the last couple of years doing 5:27 the CRM. Now, why that's important is 5:30 because I was very like an advocate of 5:33 single channel focus, but as I 5:35 recognized over time was clients weren't 5:39 getting the like the outcome financially 5:42 that they needed from just advertising. 5:44 And I realized anytime there was a third 5:46 party like involved or the client, 5:49 there'd always be a drop off. If I'm 5:50 operating the ad account at like a 10 5:52 out of 10, let's just say a nine or an 5:54 eight, it would go to a landing page 5:56 that operates at like a three or a five. 5:58 So there was just like an immediate drop 5:59 off. So I just started to take more 6:01 responsibility of going down the line 6:03 and as soon as I started to take care of 6:05 the next stage, the client's revenue 6:07 went up. Obviously their retention goes 6:09 up, they make money. My obsession and 6:11 this is why I loved Google Ads from the 6:13 start was I could see a clear logical um 6:16 correlation between someone proactively 6:18 looking and someone buying. So I 6:21 recognize that my outcome is always is 6:23 the client making a lot of money. Not 6:25 just money but like a lot of money. And 6:28 I just recognized that um by doing the 6:30 endto-end system that's how I could get 6:33 those disproportionate outsiz returns. 6:35 So Google ads, meta ads, even Microsoft 6:37 ads, landing pages, CRM integrations and 6:40 reporting. So I could just give this 6:43 almost service package to a client and 6:45 they just don't have to worry about 6:46 anything. They don't have to worry about 6:48 websites. they didn't have to worry 6:50 about like anything except for pick up 6:51 the phone and just sell your damn thing. 6:54 So that's kind of how the journey 6:56 started was just seeing just the next 6:58 gap in the series and I'm just getting a 7:02 video edited at the moment which will be 7:04 out of my channel probably this week or 7:05 next. So I'm getting back on the YouTube 7:07 train. 7:08 >> Oh, there we go. I'll have your uh 7:09 channel linked in the description below 7:11 so of this video. So go check that out 7:13 next. 7:14 >> Yeah. uh is just like the top things you 7:16 can do in the ad platforms to actually 7:19 get these returns and these results. So 7:22 uh I'll talk about some of the results 7:24 I've got recently. I'll talk about the 7:26 strategies and then I'll just talk about 7:27 the B2B space in general. So some of the 7:30 results we've had recently and like 7:32 these are really recent was had a client 7:34 launch less probably just over a month 7:36 ago. uh spent only two grand on ads on 7:40 Google and Meta, generated $2.5 million 7:43 in quotes and half a million dollars in 7:45 sales already. 7:46 >> So, okay, that's yeah, that's a that's a 7:49 home run if you're going to have one. 7:51 >> And I'm not saying this like I'm so 7:53 good, but it's like this is the 7:54 arbitrage and leverage I've found by 7:56 doing the whole if I can do the end cuz 7:59 most of it came from metads if I was 8:01 just focused on Google for that client 8:03 and it wouldn't have worked. I had 8:05 another client who came to me just for a 8:07 10day promo campaign. Their company was 8:10 really strapped for cash, like had a lot 8:12 of inventory. Uh but and this product 8:14 sells for about $30,000. 8:17 Um needed a cash flow, like an injection 8:19 immediately. So I did a 10-day campaign 8:22 for them for a um just like an end of 8:25 financial year special that they had. 8:27 Spent $1,900 and they did $1.7 million 8:30 in sales. And 8:33 why I'm saying that is that this the 8:36 reason why I focused on this endto-end 8:38 system is because if I was just relying 8:40 on someone else to create something like 8:42 an asset for a landing page or CM CRM, 8:46 it just wouldn't have delivered those 8:47 results. Not because I'm so good. It's 8:49 just that you just can't rely on like 8:52 it's very hard to get this right. It's 8:54 you're in very competitive industries. 8:56 There's a lot of money to be made. one 8:58 mistake, one drop off, one integration 8:59 break, one landing page off and you can 9:02 just be losing like hundreds of 9:03 thousands or millions of dollars a year 9:05 very simply. 9:08 So that's kind of like they're just like 9:10 literally ones that have happened in the 9:12 last month. There is way more. Um so 9:15 when it comes to the strategies, yeah, I 9:18 keep it really simple with all my ad 9:20 advertising campaigns because simplicity 9:22 means you'll actually you can measure it 9:24 and you can manage it as well. So on the 9:27 Google Ads front, I'm not going to say 9:30 anything that you haven't heard before. 9:32 This is the thing. What I do isn't like 9:35 I'm doing some advanced groundbreaking 9:37 stuff. It's actually having the like the 9:39 discipline to do the things that are 9:41 required. So the top three things that I 9:44 always do in these high ticket accounts 9:46 is number one I only go after high 9:49 intent keywords like no top offunnel 9:52 stuff, no like display network, no PMAX, 9:56 just really top of funnel like sorry um 9:58 bottom of funnel people proactively 10:00 looking to buy. 10:02 >> Even if the cost per click is high, it 10:04 doesn't matter cuz we're here to try and 10:06 make millions of dollars. like stop 10:08 needing to be so stingy and cheap on 10:10 cost per clicks and try to find that. 10:13 Number two is ad account structure. A 10:16 lot of these clients actually have 10:17 multiple products or multiple verticals 10:19 in their business. Setting up the 10:22 campaign and structure to be reflective 10:24 of their lines of business or ultimately 10:28 reporting. So, if we're spending, you 10:30 know, $2,000, 5 grand, 10 grand on a 10:33 product line, I want to know that 10:35 cleanly, all that data in one clean 10:37 place. So, when I'm doing the 10:39 attribution reporting, I can say I spent 10:41 this and I made this. If I need to turn 10:43 up budgets, I can. And just having just 10:46 clean, 10:46 >> can you give an example of like without, 10:49 you know, obviously naming a client or 10:51 giving too much information, but what 10:54 types of of companies are these? Like 10:57 it's high ticket B2B. I know that that 10:59 can mean many things. Um, and so like 11:01 give me give me a few examples of like 11:04 industries or uh what their services or 11:06 or products are. 11:09 >> Good question, Austin. That's why I want 11:10 to have a conversation. So I apologize 11:12 if I'm talking too much. I'm just want 11:14 >> Yeah. I want you to I want you to to 11:16 unload them, which you are, but uh I for 11:19 me to even follow along like hold on 11:21 $30,000 products. What are we selling 11:23 like machines here or something? So 11:25 >> that's it. So some at the top of the 11:27 moment are um agricultural machinery um 11:31 like trailers, agriculture goods, um 11:34 military equipment, search and rescue 11:37 equipment, um financial products as 11:39 well, private equity, private wealth 11:42 equity, um things like kitchen 11:44 renovations. So like even that's a bit 11:47 more in the BTOC space. So that's why I 11:49 do high ticket or B2B because that can 11:51 lead into it. uh for years. I don't have 11:54 any at the moment, but like this is very 11:56 high ticket, but doing off the plan 11:58 apartments and house and land packages. 12:00 So products selling for between 12:02 >> 700 grand to I think one was up to $20 12:06 million. So 12:07 >> yeah, 12:08 >> that's obvious like that's going to be 12:10 get an outsized return cuz when you're 12:11 selling something from 700k to $20 12:13 million like you know the 12:17 >> and but any bit like a business that has 12:19 obviously like a high ticket product or 12:22 service um like kitchen remodels are 12:24 going to be expensive right and the 12:27 customer journey is usually through some 12:31 sort of form fill phone call and then 12:34 they're going to get you know connected 12:36 with like a salesperson uh and get sold 12:39 then offline. 12:40 >> Yeah, that's right. 12:42 >> Okay. All right. 12:43 >> Yeah. So, the basically the process is 12:45 advertising to a high converting landing 12:47 page, a page that informs people more of 12:50 what they want, but I'm going after high 12:52 intent audiences or like high intent 12:54 people. And it might seem like, oh, 12:57 like, yeah, I can do that. But one thing 12:59 I've noticed, it's actually, you'll 13:01 probably notice this if you look up B2B 13:03 or high ticket advertising on Google. uh 13:06 on on YouTube there's no content about 13:09 it because 13:10 >> well there is now man this video this 13:12 video is going to rank number one. 13:13 >> Yeah boy. Um and but the reason why is I 13:18 found it really interesting because a 13:19 lot of content online is usually uh for 13:22 like advertising is either for 13:23 e-commerce or lead generation but for 13:26 like home services like pest like 13:28 control um electricians like plumbers 13:31 all of that stuff because that is most 13:32 of the market. But even when I started 13:35 to try to do my own research to try and 13:38 bridge those gaps, there was no content 13:40 out there. And why I'm saying this is 13:42 because a lot of I'm in different 13:44 communities some of that which you know 13:46 and a lot of people are reaching out to 13:48 me going hey I've seen the work that 13:49 you've done in B2B space. These are 13:51 people who run agencies, run ad 13:53 accounts, and they're like, there's 13:55 nothing out there. and then I'll do a 13:56 strategy session with them and just walk 13:58 them through everything cuz I realized 14:00 there's the strategy around B2B or high 14:03 ticket hasn't been 14:05 uh put out there on the internet because 14:07 it's actually really hard to do cuz you 14:10 you you're trying to do similar things 14:12 that you're doing for like a BTOC or 14:14 like a low ticket service or e-commerce 14:17 in a different market which is usually 14:20 people who have like a different wealth 14:22 level when they're like spending this 14:24 it's B2B So people's decision-m process 14:26 isn't necessarily price driven. It's 14:28 actually just like convenience, speed, 14:30 quality, and those factors will 14:33 influence your ad account because then 14:34 if you're so focused on the cost per 14:36 lead, you're missing out on the actual 14:38 sales opportunity. 14:40 >> In the advertising space, we're very 14:42 usually focused towards I need more 14:43 leads and a cheaper cost per lead or a 14:45 higher rorowass, whatever it is, and 14:47 scale up, which is good. Like that's 14:49 what I do in the accounts, but the work 14:52 I do is very focused on outcome of sales 14:55 and then moving that data back into 14:57 reporting and into the ad account. Not 14:59 necessarily like I told you before, I 15:01 don't put that revenue data in the 15:02 account, but in all my reporting, I can 15:04 tell what ad uh keyword campaign channel 15:07 is generating revenue or quotes. 15:10 >> You're tying Yeah. I always You're tying 15:12 the front end to the back end, right? So 15:14 northstar is back end and and then that 15:17 helps sort of guide the strategy on the 15:20 front end. Front end is going to be your 15:21 advertising channels, Google, meta, 15:23 whatever else you may want to run. 15:25 >> And you know, I'm sure you're still 15:27 using inapp metrics though to help guide 15:30 what you're doing in the account, but 15:31 that's not the north star. That's those 15:33 inapp metrics are more of a guidance 15:35 system for your optimizations. Yeah, 15:37 >> definitely. That's it's it's an 15:39 interesting mindset shift because I'm 15:42 doing this every day. It's like everyone 15:43 thinks this way. But I when I do these 15:45 consultings or when people reach out to 15:47 me, I realize it's 15:51 I've just really narrowed down in this 15:53 area now. So this is kind of my reality 15:55 bubble versus like if I was look to look 15:58 at an account some of these accounts and 16:00 this is what's crazy about high ticket 16:01 or B2B the cost per lead isn't that 16:04 expensive. Sometimes it's even cheaper 16:06 than a B toC industry because you to run 16:09 these types of businesses you actually 16:11 need capital. This isn't just like a 16:12 one-man band like a 16:14 >> sure 16:15 >> service business or an e-commerce where 16:17 you pop up. So there's more 16:19 >> competition in the actual market because 16:21 they're at a different tier. They've had 16:23 to invest millions of dollars into their 16:25 business. Um R&D had sales teams. 16:28 There's actually less competition which 16:30 means there's less competition on 16:32 advertising which means there's more 16:34 actual um arbitrage opportunities for 16:37 the ads. Do you find do you find where 16:41 and and you know I know you're going to 16:43 go through your strategy but y 16:45 >> one thing I have found working with B2B 16:49 you know high ticket so you know forget 16:52 like so B2B legion right so forget but 16:56 forget like SAS or something right so 16:57 something like what you're talking about 16:59 like agriculture equipment things like 17:01 that 17:01 >> the one thing that we have found in some 17:04 cases is the vault at least on the 17:08 Google side. So then you're like, you're 17:09 going to have to run meta. And then you 17:11 know that Yeah. Because like on the 17:13 Google side it sometimes it's like dude 17:15 there's just no volume for someone 17:17 searching for your obscure 17:19 you know plasma injector machine thing 17:22 that like you know so it's like it's not 17:25 there and I it's either then we're going 17:27 to have to figure out are these people 17:29 on meta Instagram they're human beings 17:31 so more than likely yes but will they 17:33 interact within that world with an ad 17:37 that's geared towards business not 17:39 personal and and usually Yes, but in 17:43 some cases though, I've I've actually 17:44 instructed some weird like factories and 17:47 stuff. I'm like, you're going to have to 17:48 just like you're going to have to go 17:49 like where's your customers actually 17:51 hanging out cuz it's not Google and it's 17:53 probably not meta right now either. And 17:55 so is that trade shows? is that 17:57 literally put like I knew a company uh 18:00 they were uh kind of an interesting 18:03 niche industry and uh they were you know 18:07 they were able to just go old school and 18:09 actually really kill it with like um an 18:11 ad and a publication that like these old 18:13 school guys are reading their office 18:15 they get it every month that type of 18:16 stuff. So, um, when you do you run into 18:20 that though with and I'm not saying all 18:21 of it because there's plenty of high 18:23 ticket lead gen B2B companies out there, 18:26 lots of volume online and no and then a 18:29 lot of these companies are running just 18:31 dinosaur sort of like they're really 18:33 terrible at marketing or their funnels 18:35 look terrible. Their website and landing 18:36 page experience is terrible. There's 18:38 like almost no offer. You land on the 18:40 page, you're like, I don't even know 18:41 where to go next, man. They just like 18:43 threw a bunch of words at me. Where's 18:45 the call to action? How do I actually 18:47 get a hold of you guys? What is the next 18:48 step? What's the offer? And so, yeah, 18:51 you sometimes you find these cool 18:52 industries that are so niche, there is 18:55 traffic online and then the competition 18:57 is horrendous. They don't know what 18:59 they're doing. They just threw up ads 19:01 and it's probably working for them 19:02 because no one knows what they're doing. 19:04 Yeah. 19:04 >> But what do you do then in those markets 19:07 where there is no volume? Is it just a 19:09 direct you got to lean into like meta 19:12 Instagram? 19:12 >> Yeah. 19:13 >> Yeah. 19:13 >> Great question. Um cuz I think this is 19:16 really important. I know this is a 19:17 Google Ads channel, but ultimately it's 19:19 how do we use advertising to make people 19:21 money? 19:21 >> Well, that's what ultimately I know I've 19:23 I've really, you know, niched this thing 19:25 on Google Ads because that is our bread 19:27 and butter, but like you know, our meta 19:29 ad we do meta ads uh in our department 19:32 is scaling there as well. Um, you know, 19:34 the the evolution of the company and 19:36 where I want to take it is to be I hate 19:38 to use the word full service because 19:40 like I look down on a lot of full 19:41 service agencies because I'm like, well, 19:43 they're kind of a jack of all trades 19:44 eventually. 19:45 >> But we look at ourselves as a growth 19:48 partner to our clients. So, we're going 19:50 to do what it takes. Now, look, I if 19:52 it's like you need to go buy an ad in a 19:54 publication in your industry, I'm not 19:56 I'm not the guy for that. But 19:59 >> yeah, maybe there's Yeah, maybe. Maybe 20:02 we could get into that. But no, we you 20:05 know, we specialize in Google and Meta. 20:08 Um but ultimately, um you know, you 20:12 know, I've got a big team to to scale 20:14 these days or so to like do the full end 20:17 to end. We're we're moving more into 20:19 that ourselves. It's just tough to 20:21 >> fully get everyone uh trained and 20:24 involved in that. Um, but thanks 20:26 thankfully with AI it's becoming a bit 20:28 easier especially on the pages and 20:30 things like that or even forget like you 20:33 know CRM side 20:34 >> like whatever we're going to just build 20:36 our own like here's our ad CRM for you 20:39 and like this will be used for just 20:40 reporting purposes you guys continue to 20:42 do what you do like we just need to be 20:44 updated what happened with these leads 20:46 that way we can report ROI back so we 20:49 are you know tying it all together as 20:51 much as possible but yeah the channel is 20:53 predominantly Google ads but like We do 20:55 we do more than that and and so our 20:57 thinking and that's why you know 20:59 obviously I like talking to you. We're 21:01 aligned in thinking. We're not like it's 21:03 Google ads or nothing. No, it's just 21:05 like where's your customer at and 21:07 digitally how do we reach them with 21:08 direct response ads and then also how do 21:11 we take that lead and or you know person 21:14 to make a purchase where the unit 21:16 economics make sense for your business 21:18 and then how do we continue to scale 21:19 that? 21:19 >> Yeah. Shout out to the grow my ads 21:22 Facebook service and team. There we go. 21:25 There we go. Thank you. 21:27 >> So um to loop back to the question is 21:30 when these are these niche products or 21:32 industries, it actually is primarily 21:34 through meta ads. So we are doing Google 21:36 ads and Microsoft ads for that high 21:37 intent search. But then the meta ads is 21:40 actually a really strong component of it 21:42 as well where people go the the amount 21:44 of clients who come to me for Google ads 21:47 for their service and I'm like hey we're 21:48 going to be doing meta ads and they're 21:50 like oh but they just like they just 21:52 feel like it doesn't make logical sense 21:54 and for me I've done this for so many 21:57 clients and made them so much money that 21:59 I'm like I don't need to try and justify 22:01 I'm like just do it and you'll see 22:04 >> because the the reason why and we can 22:06 jump into the meta ad strategy now is 22:11 met ads is such a powerful platform. It 22:13 is such a powerful platform for B2B and 22:15 high ticket. The reason being is because 22:17 people are there especially people who 22:19 have actually money available being it 22:21 high net worth individuals. It is crazy 22:23 that I've I run in campaigns for 22:26 different private wealth firms and 22:27 investment funds. The leads are coming 22:29 from Facebook and people are qualifying 22:31 themselves with their net worth. Are 22:33 they qualified? All of these other 22:34 things. It's because people are there. 22:37 Now, how do you target these people when 22:39 the audience when Facebook doesn't 22:40 really give you the best audience 22:42 targeting? Now, the two things you need 22:45 to do, this is like game changer. Number 22:47 one, your content or creative. It just 22:50 needs to be not all this flashy stuff. 22:52 It just be show what the product or 22:54 service is. So, if it's a bit of 22:55 machinery, show it in a video in use. Uh 22:58 if it's a private wealth service, just 23:00 kind of show like your returns visually 23:02 because people are visual. So, you just 23:04 want it to stand out. Uh, and the second 23:07 thing is your ad copy. So, I've actually 23:11 found recently, and I'm releasing this 23:12 in the video, that I believe your ad 23:14 copy is now your ad targeting. The 23:17 reason I say that is because the 23:19 targeting on the platform is getting 23:21 harder to do. I've got some ways I can 23:23 work around it, but I found that by 23:25 calling out the audience in the ad copy, 23:29 you're getting their attention. they'll 23:31 click on the ad and then that starts to 23:33 feed the algorithm. So then if you're 23:34 getting let's just say 10 20 50 100 23:36 clicks of that type of people who you're 23:38 calling out the algorithms go cool these 23:40 are the people engaging with the ads. So 23:42 then you're starting to guide it in the 23:44 direction for the pixel and the 23:45 algorithm on Facebook 23:47 >> and you're doing that in the description 23:48 and as well like if it's a video like 23:51 the actual script that Yeah. Uh, you 23:54 know what's kind of crazy, man? Like a 23:55 lot of these clients, I told you this 23:56 before, they're not technically savvy 23:58 clients and I'm given the assets I'm 24:00 given. I tend to work really well with 24:02 companies that have a good product or 24:04 service. They've been in business for a 24:06 time, but they haven't really done their 24:07 digital properly and they're probably 24:09 stuck at around that honestly like $ 1.5 24:12 to $3 million mark. And then I can like 24:15 the average client who I work in the 24:16 space makes an additional one to $5 24:18 million in their first year in sales 24:21 because I'm just taking what their 24:22 business is already doing and arbiting 24:24 the ad networks to make them scale. It's 24:28 it's interesting and it makes me feel 24:29 good, but it's also just finding the 24:31 leverage like do I want to go into 24:32 highly competitive low ticket industries 24:34 and like burn my like self out or do I 24:37 want to operate more on a business level 24:39 strategically with clients going where's 24:41 the arbitrage in the industry? where's 24:43 the arbitrage in your business to get 24:45 outsized returns and I found that once 24:49 again the Google ads meta ads landing 24:50 page and uh the CRM aspect has given 24:54 that full end to end so they can just 24:56 run their business and I can generate 24:58 what they need. So with the meta ad side 25:02 and going back to the question is like 25:03 with these industries it actually is 25:05 mostly through meta ads because people 25:08 are there we're disrupting them and we 25:11 know if we can target them relatively 25:13 well with the email list that we have 25:15 with the pixel that we have just with 25:17 our ad creative it just starts this huge 25:20 it just creates a crazy momentum. Like 25:22 one client that comes to mind is one of 25:25 my favorite clients I've ever worked 25:26 with. So shout out Mera if you watch 25:28 this. They run this underwater ROV or 25:31 drone that uh military search and rescue 25:34 and like uh corporations use like mining 25:37 and oil and they came to me going, "Hey, 25:41 we saw one of your PMAX videos on 25:42 YouTube. Uh, you know, we just want to 25:44 fix up our Google Ads account." And 25:46 their ad account was getting like not 25:49 many leads at all and they were mostly 25:52 spam leads going to the website. I was 25:53 like, "Okay, cool." And I really pushed 25:55 them. I I fixed their ad account up, but 25:57 I pushed them to Meta. They're 25:59 generating hundreds of leads every 26:01 single month for a very specific 26:03 product. And because of the landing 26:04 page, we're qualifying them heaps of 26:07 leads from police department, search and 26:08 rescue, military, like corporations like 26:12 CNN and mostly through Facebook. Like 26:15 we're getting B2G like business to 26:17 government leads through Facebook. And 26:20 this is to a landing page. This isn't a 26:21 form field. These people are electing. 26:23 We've got the ser like it's crazy what 26:25 this can do now. Like I see it with my 26:27 eyes. It's like it's it's like people 26:30 Yeah. Like just seeing something that 26:32 people just don't believe is real 26:34 because it's like but that doesn't make 26:35 sense. It's like it doesn't make sense 26:36 for you because you're not an expert and 26:38 your sample is just you you rather than 26:41 I've worked with so many businesses to 26:44 see that this consistently works. So 26:46 it's such a and what's crazy is that 26:48 mindset is actually holding back 26:50 businesses like competitors. So you can 26:52 actually take more of the market on meta 26:54 purely because your competitors are 26:56 going, "Well, it's not going to work 26:57 there because people aren't proactively 26:59 looking for it." I'm like, "Sweet." 27:00 Like, "Let me just take those leads and 27:02 let me make those millions for the 27:04 clients." 27:04 >> Again, it goes back, you know, it's like 27:06 the volume might not be there for a high 27:08 intent, you know, bottom of the funnel 27:10 search on Google, right? No, maybe no 27:13 one is like literally looking up this 27:16 obscure government underwater drone. 27:19 >> Yeah. 27:19 >> And if so, it's probably very few. So um 27:22 yeah okay that might not be it but they 27:27 are human beings and a lot of human 27:30 beings are on Instagram and Facebook 27:33 right and so like I'm not on Facebook 27:35 but I have an Instagram so I get you 27:37 know ads and I've bought stuff because 27:38 of ads so if they're humans they're 27:41 there but finding sometimes in these 27:44 markets the call outs or offers that can 27:47 you know kind of get someone from who 27:50 who might be one of these buyers from 27:53 Instagram to actually the lead can be 27:56 sometimes difficult depending on you 27:58 know how let's say a giant you know 28:01 priced project or something something 28:03 like 28:04 >> you know we we worked with a company 28:05 that did uh 28:07 >> warehouses like cold storage warehouses 28:10 you're talking like a oneyear plus sales 28:14 cycle Google ads worked actually there 28:16 too so we ran that but it was really 28:18 hard because you're you're working on 28:20 like you might like how are the leads? I 28:22 don't know. We got to wait a year before 28:24 you guys close these things. So, it's 28:25 like and it it did work for them. But it 28:28 is tough then sometimes in these big 28:30 giant projects with long long sales 28:32 cycles to really judge too quickly. 28:35 >> Um but the people are there. So the guy 28:37 who really would want to build a you 28:41 know giant cold storage warehouse for 28:43 his company or maybe he's just the the 28:46 project manager for the company that 28:48 needs that. you know, they exist. You 28:50 can get in front of them, you know, 28:51 online. It's just figuring out the 28:53 message, the offer uh and the funnel 28:56 that can actually work and actually to 28:57 drive uh sales for them. So, to take 29:00 them from like an ad to an actual lead 29:02 in your world 29:05 >> with that, I think that's why the CRM 29:08 element came in lastly with what we did 29:10 was because 29:12 the transparency on the leads weren't 29:14 there. and you can get 10 leads, 100 29:16 leads, 1,000 leads a month, but if you 29:18 just don't know what the quality of the 29:19 lead is or what stage of the funnel 29:21 they're at is it can just and a lot of 29:24 businesses don't have a CRM. It just is 29:25 like emails going to an inbox or the 29:27 back of WordPress. 29:28 >> Pretty wild, isn't it? Yeah. 29:30 >> With having like a CRM, leads will come 29:33 in through their landing page in there 29:35 and goes into a pipeline where they'll 29:37 get automatic text and automatic emails, 29:39 but the sales agent will start to move 29:41 them in the pipeline down. So then we 29:43 can actually start to attribute where 29:45 leads are at in the journey. Now, 29:47 >> do you do you like do you p like if 29:49 someone if you worked with let's say a 29:51 $2 million 29:53 uh company, you know, and they're like, 29:54 "Yeah, we don't have a CRM." Do you push 29:56 them in the direction of CRM? Are you 29:58 just like building something out with 30:00 AI? 30:01 >> Now I do because I used to like I still 30:04 use Google Sheets all the time and 30:05 that's what I was using, but it was 30:06 still like it's the human condition 30:09 where people just won't do stuff. So 30:11 you've got to create systems that 30:13 actually make them make their life 30:15 easier. A lot of the companies I work 30:17 with, I'm not working with technically 30:19 savvy people, which is good because it 30:22 forces me to do two things. Number one, 30:23 to make it extremely simple to 30:26 understand, extremely simple to use. So 30:29 that's a simple side, but just set up it 30:31 that it's just based around what's 30:33 essential, like what is actually needed. 30:36 So for a lot of these companies, people 30:38 are just on their phone. So, it's like 30:40 we've literally got to the point where a 30:42 lead will come through, they will get 30:44 text and they can text back and that 30:46 text will go back to the CRM to change 30:49 the pipeline stage. Why I say that is 30:51 because I need to know where leads are 30:52 in the pipeline stage. But more 30:54 importantly, not for them, but for me. 30:56 So, if people come to me going, "Oh, the 30:58 leads are not good." I'm like, "You've 30:59 got like 30 leads that are people have 31:01 qualified. They're looking when they're 31:03 looking to buy their budget, their 31:05 customizations. You can't say the leads 31:06 are not good when you haven't even 31:08 spoken to them. And another big thing, 31:11 and this is just me getting very nerdy 31:13 with the data, is 31:14 >> we ask a lot of qualifying questions on 31:16 our forms. Like it's not just like name, 31:18 phone number, email. We're probably 31:19 asking between 7 to 10 field inputs. So 31:23 name, phone number, um email address, 31:26 postcode, like location, targeting, um 31:29 your budget, time frame to purchase, 31:30 customizations, and some other things. 31:33 Like these aren't just like random form 31:34 fields that will go into the CRM. So, we 31:37 know the leads, how qualified they are. 31:40 But the data I start pulling back into 31:41 my reporting is like the um speed to 31:44 lead. How long is it taking the sales 31:46 agent to either call or email that those 31:49 leads on average? And I can see it on a 31:51 daily basis because speed to lead's 31:53 super important for any industry. Um 31:56 especially in B2B or high ticket because 31:58 people are just like in the moment 32:00 looking. They're not really price 32:02 sensitive. They're more just like speed 32:04 and quality sensitive. So if you're not 32:06 getting back to them fast enough and 32:07 it's not like this get back to them in 5 32:09 minutes it's like get back to them that 32:12 day and the amount of companies who when 32:15 I saw this data I realized their 32:17 business is failing not because of the 32:19 advertising it's failing because of 32:21 their speed to lead I was just like this 32:23 is like the gap. So I realized if I 32:26 could have the CRM with AI and all the 32:28 APIs and data I have, I can pull that 32:31 back into my reporting. So it's there. 32:33 So there's no misunderstandings or 32:35 anything. We can see, you know, on the 32:37 ad channels how much we've spent, 32:39 clicks, conversions, cost, where they 32:41 are in the funnel, the speed to lead for 32:43 that day, week, month, whatever it is. 32:45 And just being really crystal clear 32:47 because if you don't measure it, you 32:49 can't manage it. And I just recognize 32:52 over time like going back to the CRM is 32:55 for especially high ticket or long 32:56 buying cycle you need transparency on it 32:59 because people will not be accountable 33:00 unless you've got their eye on them 33:03 >> right now. So what what CRM are you 33:07 actually using in this case? 33:08 >> It literally can be any pipe drive 33:11 salesforce go high level whatever it is 33:13 for me it I'm like I'm platform 33:15 agnostic. Um, it's just more about 33:17 >> because I'm just 33:18 >> systems of working within it. 33:20 >> Do you favor though when you like if 33:22 someone doesn't have one and you're 33:23 pushing them like you guys should get a 33:25 CRM going? You need to 33:26 >> People are going to hate me for this, 33:27 but high level. 33:29 >> I like high level. Yeah. I think because 33:31 it's um 33:32 >> a lot of companies that I work with, 33:34 even if they're doing millions a year, 33:36 they don't have like that enterprise 33:37 budget for some of these bigger 33:38 platforms. And the bigger platforms do 33:41 have some limitations. I like high level 33:44 because there is a lot of like the 33:45 problem with it is you can do anything 33:47 and everything which means that goes 33:49 against the idea of simplicity and 33:51 essential 33:52 >> but because of how we structure it and 33:54 we kind of like brute force telling 33:56 clients this is how you use it we've 33:58 been able to get all the data we need 33:59 back in and every client has had like 34:01 the easiest time using it 34:03 >> like simple yeah I don't have any Yeah. 34:07 And if you can if you have like a 34:09 template too you can give to people like 34:10 this. You're like here's how you know 34:12 you you already have the system sort of 34:14 built out for them so you can train them 34:15 quickly. 34:16 >> Yeah, I'm I'm I'm all for it. The 34:18 reality is too like when it comes to 34:19 CRM, you know, HubSpot's insanely 34:22 expensive. Salesforce is a crazy 34:25 enterprise. It doesn't even make sense. 34:27 You need to get like trained at college 34:29 to even figure out how to use it. 34:31 >> Pipeline or Pipe Drive. We use Pipe 34:34 Drive and we're like literally trying to 34:35 get off of it. We've been on it for uh 34:37 the past few years. The reality is for 34:40 most small businesses is they don't need 34:42 all the the features, right? And yeah, 34:44 it's like well look at the reporting 34:46 that we're at. You're able to the 34:47 reporting today is clawed code. Like 34:49 just get like let me dump the data and 34:51 let me ask claude what the that's it. I 34:54 just need it to move correctly during 34:57 the stages that sales people are working 34:59 these leads. But reporting features mean 35:02 nothing to me anymore cuz I can just get 35:04 that like I can just connect the data 35:06 and ask Claude the questions now. 35:08 >> That's exactly it. That's why like the 35:10 best thing I've been doing this for like 35:12 years but doing like customized 35:13 reporting uh for clients using like 35:16 multiple data sources but now with APIs 35:19 and claw like AI or whatever you use you 35:22 can get your API key from the platform 35:24 you get their API documentation it pulls 35:26 it in. So you don't whatever the 35:28 platform's fancy like like reporting is 35:30 you don't need that you need the data 35:32 but the data is only important if people 35:34 are using the platform to put the data 35:36 in. So if you actually have a platform 35:38 where sales agents are just going there 35:40 actually just updating lead status a few 35:43 notes here and there that's all I need 35:45 cuz I can use the APIs and AI to pull 35:48 the data in and then I do all the 35:50 advanced reporting 35:51 >> and then when I say advanced reporting 35:53 it's advanced but it looks simple to the 35:55 client so they can just go 35:56 >> cool we spent three grand this month 35:59 five grand 10 like a lot of by the way a 36:01 lot of these companies I work with 36:03 they're not spending more than like two 36:04 to five grand a month but they're making 36:05 millions of dollars 36:06 Because 36:08 >> what kind of arbitrage you here, sir? 36:10 What what kind of niche gold mine are 36:12 you in? You found I wish I had more 36:14 clients that only spent five and I could 36:15 make them a mill. 36:16 >> Yeah, but that's the thing. It's like I 36:19 like this this will get personal now, 36:21 not in a bad way, is I'm very into 36:25 investing um myself. Like personally I 36:27 do a lot of private wealth um private 36:29 equity type of things and that area is 36:32 played around like arbitrage like when 36:34 can you get outsiz return whilst like it 36:36 being less risky. So I bring the same 36:38 investing mentality from um what I do 36:41 investing to my advertising which is 36:43 like where can I get outsiz returns 36:46 without it being risky. That's why I'm 36:48 like playing across channels allocating 36:50 budget like allocating funds and then 36:52 making sure I'm controlling the downline 36:54 to ensure that profitability is there. 36:57 So if but by the way like this like the 37:00 management fees aren't too grand that 37:02 clients are paying me more than the ad 37:04 spend but the clients are making the 37:07 outcome is the number. 37:09 >> Sure. 37:09 >> And yeah just like a lot of these aren't 37:12 really based around like how big's your 37:13 budget. like I'm not doing this like big 37:15 dick swinging competition around that. 37:17 It's mostly about like what are we 37:19 actually making here? And the good news 37:21 is for a lot of these clients they make 37:22 a lot. But also their business start to 37:25 grow. So I've got to actually manage how 37:28 many leads and sales come through for 37:30 them because like they usually book out 37:32 like they these are companies who have 37:34 no work and then they go to this point 37:37 where they've got no leads and no work 37:39 and they're like cool we get to this 37:40 point where we're getting leads and 37:41 work. My biggest problem is they go to 37:43 the other side. Too many leads and like 37:45 I've got to taper it back because the 37:46 biggest risk is they go for my business 37:49 is we're getting too many leads. We 37:51 can't service them. We're booked out 37:52 till next year. And I'm like like 37:53 you know I did a good job for them but 37:55 like my business suffers. So it's really 37:57 trying to manage it so they have a 37:59 consistent flows of leads and sales and 38:01 their business is more predictable now 38:03 for the next 6 to 12 months rather than 38:05 just like this zigzagging pull budgets 38:08 back, pull budgets forward, all of that 38:09 type of stuff. 38:11 >> Yeah. You know, you you said something 38:12 interesting that is funny cuz like speed 38:15 to lead in like a BTOC local based, you 38:19 know, local service based business. 38:21 >> You know, I we tell our clients, you 38:24 have to be unbelievably quick. If you 38:27 can do it, if you're contacting them in 38:29 under a minute, you're gold. Cuz guess 38:31 what? The biggest players do that. But 38:33 under five minutes, statistically, the 38:36 Harvard study that, you know, gets 38:37 thrown out there is what you need to be 38:39 able to achieve. Is that something you 38:40 guys can do? And if not, how do we 38:42 figure that out? Right? Even if it is a 38:44 like using an automated message back 38:47 where it's just like we got it, we'll 38:49 have a rep contact you as soon as 38:51 possible. It will be today. Just letting 38:52 them know there's a next step. But a lot 38:54 of companies fail there. But on the B2B 38:57 side, it's totally different. Like you 38:58 said, you don't have to contact them in 39:00 under 60 seconds. It just same day and 39:03 you'll you'll be just fine. It's not 39:05 like they have, 39:06 >> you know, in that moment. They're not on 39:09 a Google search page where it's like I'm 39:11 going to go contact if they don't answer 39:13 I'm just going to go contact the next 39:14 guy who also has 500 positive reviews 39:16 and then boom boom find who can you know 39:18 get me the fastest. And so there there 39:21 are a lot of perks in that B2B world 39:25 just because it's not as cutthroat as 39:27 what like a local service based business 39:29 might have to deal with on the marketing 39:31 side and then this you know the speed to 39:33 lead. 39:34 >> Yeah. even with a B TOC is like a lot of 39:38 these these strategies do apply to B 39:39 TOC. It's just that there's the the 39:41 market is crowded. So, you've got to be 39:43 you're operating in like thinner 39:45 margins. Um, and that's the other thing 39:47 about this B2B stuff, like they're 39:48 operating with bigger margins and bigger 39:50 revenue. So, they make way more profit. 39:52 But even with these clients, as soon as 39:54 a lead comes in, an automated text goes 39:56 out and automated email. So, the same 39:58 principles apply. Like people are still 40:00 people. They want to know that their 40:02 lead is like their inquiry is going to 40:04 be uh followed through with and um that 40:08 they're actually being treated like a 40:10 human. They're just not like another 40:11 line item in a uh spreadsheet or a CRM. 40:14 So, we've got personalized texts that go 40:16 out and emails, but then the sales agent 40:18 will then manually call them when they 40:21 have the appropriate time. 40:23 So, the other thing I wanted to mention 40:26 quickly was just about uh you mentioning 40:28 offers before and this is an interesting 40:31 thing cuz I was actually chatting to 40:32 Luke about this on the weekend around 40:34 offers and offers are just like it's a 40:37 it's a big word that goes out because 40:39 you got Homozy's book on offers and then 40:41 you got all these you see on Instagram 40:43 reels and other places like these crazy 40:45 things people are saying like if we 40:46 don't get you this in the next 30 days 40:48 we'll get this 40:50 And 40:52 you got to do that for like marketing 40:54 attention. But then there's actually 40:56 like what's the realistic element of 40:58 like are you going to fulfill that? 40:59 Because you might actually be creating 41:00 an offer that's too crazy for you to 41:02 fulfill. Now that can cause a lot of 41:04 issues in the B TOC space. But then the 41:06 B2B space you don't need to do that. So 41:09 offers in the B TOC space uh sorry the 41:12 B2B space is like once again it's about 41:15 speed and quality and trust versus in 41:18 the B TOC space it's usually about like 41:21 cost like who's the cheapest without it 41:24 being the worst type of stuff and or 41:27 like what's the crazy guarantee so 41:29 people don't feel like they're being you 41:30 know if it doesn't work that they get 41:32 their money back. It's like it's so 41:34 money focused rather than speed quality 41:36 and trust focused. So, with all my 41:38 landing pages, which you'll see in the 41:40 videos, all the we have the same call to 41:43 action and same offer on all of the 41:45 landing pages. It's access brochure or 41:47 capabilities guide or whatever it is and 41:49 get a custom quote. Now, the reason why 41:52 it's such a low barrier, not like direct 41:55 response like buy now, sign up now, is 41:57 because we know that people are not 42:00 going to buy today. So, or like we need 42:03 a direct response, but we the thing is 42:05 if you're selling a high ticket item, 42:07 you never know which lead is going to be 42:09 the one who um you sell something for 50 42:11 or 100 grand to and then refer 30 other 42:14 people. Like it's also the B2B market is 42:16 a very also referral and word of mouth 42:19 market as well. So, I attempt it's kind 42:22 of weird. It's like I make the offer 42:24 very non-committal 42:27 access brochure and get a free quote 42:29 like custom quote. So that way they're 42:31 going I'm downloading something the 42:33 custom quote the idea around that is 42:34 someone will be in contact with you 42:35 because it's custom 42:37 >> but the way I navigate 42:39 >> obviously it's B2B so there's going to 42:40 be less not actually less leads than B 42:42 to C but it can be perceived that you'll 42:44 get less leads the the next qual problem 42:47 is with sales agents they like the leads 42:50 are not good so that's why we ask a lot 42:51 of qualifying questions so it's a low 42:54 commitment offer brocher and custom 42:56 quote but we're getting a lot of 42:58 qualifying information so and we know 43:00 we're getting leads through because the 43:02 biggest risk you can face with a high 43:04 ticket product is someone sees it, 43:06 someone likes it, they go to your page 43:08 and they're like, "Ah, it's like I don't 43:09 want to book in a call. I'll do it later 43:11 when I'm ready." You want their 43:13 information now because then the sales 43:15 agent can the nurturing sequence, 43:17 whatever it is, they can do their magic. 43:19 My goal is how do I target the right 43:21 person and I know they're the right 43:23 person based on their form field fills 43:25 out fill outs. uh but then without like 43:28 losing them because I need to make sure 43:30 I get these person's information because 43:32 B2B there is so much money out there 43:35 that you just got to do whatever it 43:37 takes just to get their information like 43:39 >> so your landing page experience is 43:42 focused around a downloadable 43:46 brochure essentially 43:47 >> information yeah 43:49 >> basically a PDF they'll get emailed or 43:50 can like on the thank you page they can 43:52 sort of look at or download 43:54 >> and 43:56 um the the so that that's like like the 44:00 offer there is basically unlocking 44:03 um what they offer in in regards to 44:06 being able to get pricing, more 44:08 information, all of that. So pretty 44:10 standard. The static ads, is that what 44:13 you're running mainly or is it video? 44:17 >> So I if clients have video, I'll always 44:20 use that. Video is exceptional on Meta 44:23 Ads. um and using a lot of static ads. 44:26 But what I've been doing recently with 44:28 my nerdy AI knowledge is I'm actually 44:31 creating what they call motion graphic 44:33 ads. So it's like a static ad but it 44:35 moves. So it is a video and what I'm 44:37 getting like my AIS to do is to either 44:40 get an image and then like it would just 44:42 like have things moving. Like it might 44:43 be like download this and like the 44:45 buttons kind of hovering in and out or 44:47 it might be like we've got a um a home 44:49 loan company uh or like a broker and 44:53 it's just like moving all the kind of 44:55 banks that they work with. So it's more 44:56 visual. It's it's video but it's more 44:58 static rather than a video like us 45:01 talking to camera or the product. It 45:03 will be just like and static but it's 45:06 kind of got some like animations to it. 45:08 Yeah. 45:09 >> So, static ads, uh, I do motion 45:12 graphics, which would be that, and then 45:13 also video assets that the clients have 45:15 as well. 45:16 >> It's funny because we find like 45:19 >> static still work like tremendous. Like, 45:22 it's incredible. It's like, oh yeah, 45:24 well, probably just continue to test 45:26 statics, find the hooks and angles or 45:28 concepts that work on static and then 45:30 build video from there. Um obviously if 45:32 the video assets are available you know 45:35 throw them in the mix to test but it's 45:37 you know everyone you you think of you 45:40 must have just nothing but like videos 45:43 >> and then it's like actually you know 45:45 statics are still incredible if not 45:48 sometimes the best ads uh best 45:50 performing ads uh even over video. Yeah, 45:54 it's there's no there's no golden rule 45:57 for like well there are golden rules but 45:59 there's no like this is the only way it 46:01 works. It just depends on the business, 46:03 the industry, the clientele you're going 46:04 after. So video ads I've always noticed 46:08 have a really high CTR. That's excellent 46:10 especially if you're targeting the right 46:11 people. But static ads do as well. It 46:14 just it just depends. That's why I say 46:16 test everything you've got and just see 46:19 what clicks. is obviously have high 46:21 quality content that you're creating, 46:23 but also don't be afraid if you just got 46:25 like a a screenshot of something or like 46:27 a something you've taken off your 46:28 iPhone. Don't be afraid to post that. 46:30 Like, yeah, this is actually this is a 46:33 wild example. I actually love this one. 46:35 So, that client I was talking about that 46:36 did um that's sitting at about I think 46:39 it would be nearly $3 million now cuz he 46:40 hasn't filled in his forms about his re 46:43 uh his quoting. 46:45 uh he's selling products for about 46:47 $17,000 to $80,000 in the range and 46:51 never run ads before. Uh and then he uh 46:55 we've done ads for him in the first I 46:57 think we've had over 200 leads in the 46:59 first month. Leads costing from about 47:02 like $9 to like $20 47:04 >> hype ticket. 47:05 >> In the second month it was starting to 47:07 kind of we kind of getting a bit of um 47:09 fatigue. So like it started moving up 47:11 from like $9 to about $19. and he's 47:14 like, "Oh, I've got this really good 47:15 video that went well on Tik Tok 47:18 >> and it's for a product that sells for 30 47:21 $30,000." 47:23 >> It's like this you put on the back of a 47:24 tractor and allows you to like kind of 47:26 like move dirt, but the way the 47:27 hydraulics work. Anyway, 47:29 >> it's like it worked really well on Tik 47:30 Tok. So, it's a video, 47:33 >> a real but with like the you know how 47:35 like the Tik Tok stamps are all over it. 47:37 I put that on Meta. 47:39 >> We got 50 leads in two days. people 47:42 qualifying themselves with full form for 47:44 $2 each. 47:45 >> Wow. 47:45 >> Like this is just like repurposing a Tik 47:47 Tok with all the stamps and all that 47:49 rubbish watermarks on it, 47:50 >> getting $2 leads, 47:52 >> qualified leads cuz I'm seeing it for a 47:54 B to like a B2B agriculture product. I'm 47:57 like this is crazy. So like I am so like 48:00 I have no ego around like oh it's got to 48:03 be like this. It's like, let me put it 48:04 in the account because I'm not attached 48:06 to I'm attached to outcomes, not to 48:09 like, oh, it has to be done this way. 48:11 You can just It's It's wild, man. Like, 48:14 that was just like I was like, $2 B2B 48:16 leads is crazy 48:18 >> and they're still coming in. So, I look 48:19 like a rock star, but it's just like 48:21 this one ad. So, just 48:23 >> you just never know. You just never 48:25 know. 48:25 >> There you go. Watermarked video. 48:27 >> Watermark Tik Tok. That's the new thing, 48:29 guys. That's the new strategy. That's 48:31 the secret hack. Do you run um what 48:34 about direct lead forms in in in 48:37 Facebook? 48:39 >> Never. Never. Only had horrible 48:40 experience. I've I've 48:42 >> I've done it. I when I was at the last 48:45 agency, I just think I just got like I 48:47 just saw poor quality. 48:49 >> I've never run it for any of my clients 48:50 at market lead ever. 48:52 >> It's funny. It is bad, but like I've 48:55 seen cases where it's worked and you 48:57 always So, it's I'm always tempted like, 48:58 well, give it a shot, give it a test. 49:00 But yeah, usually it's it's it's pretty 49:02 junky unqualified stuff. 49:04 >> But again, I've seen it work with 49:06 people. And so it's like one of those 49:08 things. It's kind of on Google like the 49:09 lead form extension there most of the 49:12 times crap. Uh but you're like just test 49:14 it and give it a shot and see if we can 49:16 actually get like anything qualified 49:18 through it. And they they do I think the 49:21 Google form a lead form submission now 49:23 does text messaging verification. 49:26 >> Yeah. So, so someone would but but we 49:29 tested that cuz I was like team let's go 49:31 test because I this could be the game 49:33 changer of making sure the quality comes 49:35 through and we still had really bad 49:36 results with it. So, but it's something 49:38 I'm always you know always testing as 49:40 much as we can. But yeah, I just was 49:42 wondering you know uh within the B2B 49:45 high ticket world whether or not you're 49:47 seeing success uh with that or not. But 49:49 sounds like 49:50 >> I might start testing it. It's just that 49:51 the clients are getting really solid 49:53 conversion rates and quality leads 49:55 through the platform and I just when 49:58 it's working and it's making them money, 49:59 it's like I'm here just to like the 50:02 golden goose is laying the eggs. Just 50:03 let it keep laying it. That's kind of my 50:05 approach. It's like make sure that I 50:07 don't get in my own way and make sure I 50:08 don't get the client doesn't get in the 50:10 way. It's almost like I'm build I've 50:11 built a machine that I'm kind of like 50:12 protecting from people putting their 50:14 like greasy fingers on now where I'm 50:17 like constantly just like just follow 50:19 the process. just follow the process. Do 50:21 what you like. I've got processes and um 50:24 ways I run accounts and optimize them 50:26 and I just need to make sure I don't 50:28 deviate from that because when I deviate 50:30 by doing all this other stuff, I'm 50:32 spending hours on something that isn't 50:33 actually moving the needle. The ultimate 50:36 outcome for me is like are these clients 50:38 quoting out and are these clients making 50:40 sales? Anything else that moves away in 50:42 from that I'm just like it's a waste of 50:45 time. So even like lead forms like I'm 50:48 just like I could test it but like 50:49 what's the ROI benefit for the client at 50:52 this stage probably minimal versus just 50:54 allocating that budget to something that 50:56 we're getting a tangible by the way the 50:58 results I'm getting for most of these 51:00 clients it's usually like a 30 to 700x 51:03 return on ad spend. So it's like if I 51:06 went to private equity I'm like hey I've 51:08 got every dollar you give me I give you 51:09 30 even $30 even like 51:11 >> they would call you back better than 51:14 Warren Buffett. 51:15 >> So I'm just like just realize that this 51:18 is a like a wealth machine. Just don't 51:21 don't put your ego in being like oh I 51:23 need to touch it for like a change 51:24 history. It's like no you're here to 51:26 make them money not to be pushing 51:28 buttons unnecessarily. 51:30 >> Sure. is your is your campaign setup, 51:34 you know, uh how how are you operating 51:36 the the campaign and ad sets for for 51:38 these B2Bs? Are you splitting campaigns? 51:41 Are you running everything in one one? 51:43 You know, I had a really good 51:44 conversation with Nathan 51:46 >> um on and he it's mainly ecom focused on 51:49 meta ads 51:51 >> where I like drilled him on like every 51:53 possible question because like 51:56 >> uh post Andromeda like structure somehow 52:00 this big topic and also then creative 52:03 diversity, you need 50,000 new ads a 52:05 month. all the, you know, all this stuff 52:06 is getting thrown out out there. 52:08 >> And you hear guys like, you just need 52:09 one campaign, one ad set, and dump every 52:12 ad in there. You hear like, well, 52:14 actually, don't do that. Run, you know, 52:16 like, you know, you should be just 52:17 running per ads set. Uh, don't split 52:21 campaigns, though. Run it all in. It's, 52:23 you know, it's all over the place. So, 52:24 that whole video, which if you guys, if 52:27 you're watching this, you want to check 52:28 it out, uh, it's on the channel, so 52:30 you'll see it. Um, 52:31 >> shout out Nathan. Legend. 52:32 >> Yeah. Yeah. Yeah. Smart dude. Good dude. 52:34 Uh, but in regards to like B2B, we 52:37 touched a little bit on I just asked him 52:39 a little bit in regards to lead genen. 52:41 It wasn't too in-depth, but from your 52:44 standpoint like are you doing anything? 52:46 Is it over CBO? Are you running, you 52:48 know, hey, I because of the variances in 52:52 in these high ticket B2B Legion offers, 52:54 I do have to I have different campaigns 52:57 then for their different offerings, 52:59 things like that. Like what do you do 53:00 structure-wise? 53:02 Great question, Austin, because this is 53:03 actually probably the most valuable 53:05 part. I 53:06 >> I've done a few videos on my channel 53:08 about this psychology, and I think when 53:10 I did a chat with Aaron Young's channel 53:12 about a year and a bit ago, 53:14 >> I said it there. It's like you need to 53:16 structure the account to reflect the 53:18 business. Now, 53:20 it's it's a very it's nuance, but it's 53:23 probably the thing that's made the most 53:24 impact on all of my accounts is it's not 53:27 about the 53:29 the performance in the account doesn't 53:31 matter if you don't have the clarity and 53:35 control over the account. So, what I 53:37 mean by that is if you put everything in 53:38 one, like I've got this client has five 53:41 different core products and I put it 53:42 into one campaign. What happens if like 53:45 one of those ads or something kills it 53:47 and it's like cool let's scale it. How 53:49 am I going to scale it? Oh, I'm going to 53:51 have to split it out into its own 53:52 campaign now that data is lost. And also 53:55 for reporting, hey Michael, how much did 53:57 we spend on this product or this product 53:59 range or this line of business in our 54:00 business? So because I worked enterprise 54:04 advertising before I started my agency, 54:06 I had the insight that reporting is more 54:09 important than performance, which sounds 54:12 crazy, but because but if you don't have 54:14 the right reporting, how are you 54:16 supposed to like optimize performance? 54:18 Like there's the automated side, like 54:20 yeah, you have all the data in one 54:21 place, but what happens if it starts 54:24 going poorly? What are you going to do 54:25 if it's all in one place? turn some ads 54:27 off, add some new key, like whatever it 54:29 is. Versus this, if you split out your 54:31 accounts by the different products or 54:33 line of business on a high level, just 54:36 lazy human mode is you look at it going, 54:38 "Cool, this spent this much in this day 54:39 period, had this many leads." That's the 54:42 basic level. The advanced one is, hey, 54:44 we need to scale up this. The 54:46 profitability is high on this product. 54:47 We've got 30 units of it, and we 54:49 actually want to push it. Can we push 54:51 it? Yep. I go into the ad account, I 54:53 increase the budget from 30 bucks to 100 54:55 bucks and that's it. Rather going far 54:57 out like the keywords are in these 54:59 adsets or the ads and meta are here. So 55:03 the way I do it is I structure the 55:05 account around the business and the 55:07 products. So there's that. Now, if we're 55:10 running different offers, like I'm 55:12 running a campaign ads with no pricing 55:14 on it to a landing page with no price, 55:17 I'll run that in its own campaign versus 55:19 if we want to also run it ads with 55:21 pricing on it to a landing page with 55:24 price on it, I will split that out for 55:26 reporting because if I start noticing, 55:28 hey, the um with price is actually going 55:31 better in terms of CTR and leads, I can 55:33 just turn off that campaign, but I know 55:35 the data is there as well. So it means 55:37 that on a product level, an offer level, 55:40 a budget allocation level, a priority of 55:43 the company level, the structure is more 55:46 split out. Now that goes against the 55:48 whole just chuck it all in there and the 55:50 algorithm works out. That works well for 55:52 Google and Meta when they just then they 55:55 can just go cool, we're going to spend 55:56 20% more on a lead and you can do 55:58 nothing about it. Versus I want granular 56:01 control because these clients, I want to 56:03 make them outsiz returns. Not that I'm 56:05 trying to save them money in the ad 56:07 account, but I want to have more 56:08 leverage that if they go to me, hey, 56:10 Michael, this product is profitable. We 56:12 need to scale it up. I can change it 56:13 then and there rather than taking days 56:16 to rebuild it and then months of data 56:18 acquisition again to actually try to get 56:21 that same those same benchmarks and KPIs 56:24 hit. 56:24 >> So, yeah, makes sense. 56:26 >> Yeah, 56:27 >> I'm very passionate about that cuz I'm 56:28 like that I've seen that been the 56:30 biggest change. Like I worked and work 56:32 with a um insurance company that spends 56:35 about a million dollars a month. And 56:36 when I started working with them, like 56:38 man, it was a dog's breakfast. Anyway, 56:40 literally split out all the campaigns 56:42 for the different insurance lines of 56:44 business, search, PMAX, um branded 56:47 campaigns, and it just like took off. 56:49 But the reporting was so clean that we 56:51 could just go, hey, let's spend an extra 56:52 100K in this area this month, like that. 56:55 And it was just like we can be faster to 56:57 make changes rather than going and it 57:00 actually makes the work easier for me 57:02 but also gives the client that clarity 57:04 that things are being done faster and 57:06 the data is there. The reporting the 57:07 next day the reporting will be in their 57:09 report as well. 57:10 >> Yeah. 57:11 >> So I get sorry I get very passionate. So 57:13 we'll go back to so what are your 57:15 thoughts on that? I'll I'll put the 57:16 question back to you. What are your 57:18 thoughts about structuring campaigns 57:20 versus broader bigger ones? From a 57:22 Google standpoint, I I look at it from I 57:25 and it's it gets very easy, right? Like 57:27 to me, it's just you theme it out based 57:29 off of like you said the business. So, 57:31 the products, the services, you know, if 57:33 you're a plumber, usually makes sense 57:34 like commercial probably should be split 57:37 from residential, right? Cuz you're 57:38 going to have you're going to have a 57:40 different buy process, different 57:41 different market. How many accounts have 57:43 you seen for those type plumbers or uh 57:46 HVAC or air conditioning companies where 57:48 the commercial terms are in the same as 57:50 the residential? 57:51 >> Yeah. Yeah. They'll mix it or weird 57:53 stuff like piping stuff can sometimes be 57:56 like massive jobs like oh yeah if we get 57:58 that it's going to be like 10 grand. 57:59 You're like wow that's 58:00 >> service versus installation keywords 58:02 like this is getting in the B TOC side 58:04 but it's like even that like a service 58:06 is different from an installation of 58:07 like an aircon 58:09 >> versus commercial versus residential. So 58:12 that's most people lump that in there. 58:13 That should be four different campaigns, 58:16 >> which is well I yield to consolidation 58:19 as much as possible, right? In these 58:21 cases to me it makes it just makes sense 58:24 not to, right? Due to the differences in 58:27 the business, different margins, 58:29 different buy processes, different AOVs, 58:31 etc. So you have to treat them uniquely 58:34 different because they are uniquely 58:36 different in regards to that. But I 58:39 talked to a lot of people that want to 58:41 segment too much and and that's where it 58:43 can get a bit tricky because if you're a 58:46 smaller account, especially on Google 58:48 with not a ton of data, if you 58:50 oversegment too quickly, then you just 58:52 don't go anywhere. And so I would rather 58:54 I would rather you get somewhere and 58:57 then you can start segmenting if you 58:59 need to because you got all the volume 59:00 to go play with. And so to me, it's just 59:02 like theme it out. And the only reason 59:05 to segment is if you have the the 59:07 margins, the geo targeting differences 59:09 like, oh, this place targets Miami 59:10 versus Fort, you know, uh, Fort Myers or 59:13 something. Okay, cool. That obviously 59:14 you're going to segment that out. The 59:16 mar margins, AOVs, byprocess, things 59:19 like that. But if it is a company that 59:21 is like, "Hey, yeah, you know, we find 59:24 that like toilet repair keywords are 59:27 about the same as our general plumbers 59:30 near me," then keep it in the same 59:32 campaign because you want to consolidate 59:33 that data right now. Now, on the meta 59:35 side is where it gets very interesting 59:38 in people how they think about structure 59:40 and whatnot. And it sounds like there 59:42 though you're you you are segmenting the 59:44 campaigns accordingly to the you know 59:46 the whatever you're you're targeting if 59:48 they have different services or offers 59:50 or things like that. Makes sense at the 59:53 >> ad and this is this is going to be meta 59:55 question 59:56 >> ads ad level are you you know within 1:00:00 these B2B high ticket niches which 1:00:03 you're making sound very very easy uh to 1:00:06 to go work with but probably hard to 1:00:08 find as clients. Are you finding that 1:00:10 you need to run, you know, kind of like, 1:00:14 hey, are my ad sets are different 1:00:16 concepts and I am running top of funnel, 1:00:19 middlefunnel, bottom of the funnel type 1:00:20 ads in there. I am kind of running a 1:00:22 whole funnel within those adsets or are 1:00:25 these buyers within these B2B markets? 1:00:30 It really is just like yeah, you could 1:00:32 run pretty plain direct offer ads just 1:00:35 saying this is what we have, this is 1:00:36 what we do and send them right to a good 1:00:38 page there with the basically a brochure 1:00:40 offer and we could get them into our 1:00:42 world. Is it is it is it pretty simple 1:00:44 in regards to the setup or do you find 1:00:47 yeah even these B2B buyers we kind of 1:00:51 have to give them you know we we got to 1:00:53 agitate a little bit with the top of 1:00:55 funnel and kind of work them work them 1:00:56 down. So, we are building top of funnel, 1:00:58 middle of funnel, bottom of funnel like 1:00:59 you would see in, you know, like an ecom 1:01:02 structure or something. 1:01:04 >> Good question again, Austin. Um, 1:01:06 >> okay. 1:01:07 >> There's a lot of ways you can do this 1:01:09 and there's a lot of ways people will 1:01:10 tell you how to do it. This is how I do 1:01:11 it. I keep it simple. I run different 1:01:14 not offers, but just positioning in the 1:01:17 adsets and I just see what works. You 1:01:20 know, there's the magical thing here is 1:01:22 that I have the offline sales data and I 1:01:24 can attribute it back in some reports I 1:01:26 have to what ads um what audiences and 1:01:29 what campaigns are delivering sales 1:01:31 quotes and sales um from the offline 1:01:34 data or the backend data and there's no 1:01:38 like my process is get the creative 1:01:41 assets I can write different kind of ad 1:01:44 messaging calling it out with the direct 1:01:45 response calling it out for the brochure 1:01:47 or quote offer and calling out maybe 1:01:49 just for a bit more um awareness and 1:01:52 just seeing what works because they're 1:01:53 all going to the landing page. And 1:01:56 that's another quick thing I just want 1:01:58 to quickly add is even though I'm doing 1:01:59 direct response lead generation for 1:02:02 these companies, the thing about meta 1:02:04 ads is people are visually seeing it. So 1:02:06 you're indirectly doing brand marketing 1:02:08 as well. So if you got good creative and 1:02:10 good messaging, someone might see your 1:02:11 ads now, click through, not convert, but 1:02:14 6 months later they're like, I've seen 1:02:16 like a lot of my clients, they go to 1:02:18 trade shows and they say the same thing 1:02:20 from before before they start is like, 1:02:22 oh, not many people knew us or kind of 1:02:24 knew us through word of mouth. When they 1:02:26 go to trade shows, heaps of people are 1:02:28 coming to their stores or their area and 1:02:30 going, I see you everywhere. They just 1:02:33 see you on Meta. Like they just see you 1:02:34 on Meta. It's just because their reality 1:02:36 bubble is there. So you're building up 1:02:38 brand awareness along the journey as 1:02:40 well. So even though I'm playing a 1:02:41 direct response game of uh get the lead, 1:02:44 ultimately get the sale is we're 1:02:45 building up the brand reputation um and 1:02:47 people are seeing the ads so they 1:02:49 actually become familiar with the brand. 1:02:50 So in terms of the question of like how 1:02:53 do I do the ads and structure it is I 1:02:55 put them all in there and I know because 1:02:58 I I have metrics I look at in terms of 1:03:00 like um clickthrough rate link 1:03:01 clickthrough rates impressions uh reach 1:03:04 and other metrics that I know are more 1:03:06 frontline data with meta and then 1:03:08 there's the second like then there's 1:03:09 like the conversion data but I do look 1:03:11 at that frontline data of CTR and 1:03:14 engagement regardless of what the 1:03:17 conversion data is like because that 1:03:18 messaging is actually If something has a 1:03:20 high interaction but low conversion 1:03:22 rate, it's getting attention but it's 1:03:24 not converting. So that can be 1:03:26 beneficial for the brand building. But 1:03:29 then there will be ads that have 1:03:31 >> good interaction engagement that have 1:03:33 good conversion rate. So like 1:03:36 >> I it's a very like a lot of this is 1:03:38 weird like I'm a very my process is 1:03:41 always simple practical delivers 1:03:44 results. Is this simple? Is it 1:03:45 practical? Is does it deliver results? 1:03:47 But there's a like there's a fourth 1:03:49 element which is just like an intuitive 1:03:51 knowing like I've done this long enough 1:03:53 where I kind of know even if the number 1:03:55 doesn't look good if it's beneficial for 1:03:57 the client and same vice versa. So 1:04:00 whilst there is an art like there is a 1:04:02 science to this there also is still a 1:04:04 bit of an art of just like knowing and 1:04:07 there will be people who watch this who 1:04:08 go cool I can do it myself and like you 1:04:10 probably can but I've done this across 1:04:13 like doz like I've worked with hundreds 1:04:15 and hundreds of business over my time I 1:04:17 spent over $125 million me personally 1:04:19 running the account like I track all 1:04:21 that stuff and it's like a lot of this 1:04:23 stuff ends up being intuitive rather 1:04:25 than process but I do know just looping 1:04:27 back to what your question was around 1:04:29 the ads is you've just got to run 1:04:30 different messaging, good creative, good 1:04:33 copy to a good landing page, good 1:04:35 audiences, different channels, and 1:04:37 that's really what drives like the 1:04:39 success. 1:04:39 >> Do you find Have you found though like a 1:04:42 type of ad that works well? I mean, you 1:04:45 gave the example of a Tik Tok 1:04:46 watermarked one that crushed. Probably 1:04:48 not probably unusual, but could work, 1:04:51 right? I don't think it's a you would 1:04:53 want to go duplicate that with too many 1:04:54 of them, 1:04:55 >> but have you found like Yeah. when we 1:04:58 just do like a direct offer call out 1:05:00 these B2B professionals because they're 1:05:02 busy and they want speed, convenience, 1:05:04 quality, they just resonate immediately. 1:05:07 Like you don't have to try to trick them 1:05:08 with like this like crazy marketing. 1:05:11 It's literally 1:05:12 >> Yeah, that's actually that's really 1:05:13 important. So yeah, just to actually 1:05:15 yeah, put that point in because 1:05:18 >> like Luke is like like your business 1:05:20 partner is very into that crazy direct 1:05:23 response marketing Dan Kennedy like wild 1:05:25 claims like none of this is that by the 1:05:28 way. It's literally just 1:05:29 >> this is what we do. Hey you like person 1:05:32 this is what we do if you're interested 1:05:34 come through. Like there are marketing 1:05:36 elements to it where I focus on 1:05:38 benefits. I do, you know, I do use 1:05:40 direct response language to kind of hook 1:05:42 people in. 1:05:44 >> There's nothing wild about this. There's 1:05:46 no like long form crazy like long 1:05:49 stories. It's I'm trying to 1:05:52 I really my attempt with like business, 1:05:55 clients, and life is to keep it as 1:05:57 simple as possible to get the best 1:05:58 outcome. And I've realized if I just 1:06:01 keep the messaging simple, keep the 1:06:02 messaging clear, keep the messaging 1:06:04 direct, that's what tends to generate 1:06:06 the results. Now, I don't know. Like, 1:06:09 I've got friends who run agencies who do 1:06:10 the long form stuff, but I don't see 1:06:13 their actual like firstly, I don't see 1:06:14 their platform data, let alone their 1:06:18 outcome revenue data. So, I'm putting my 1:06:20 content out online now saying I did this 1:06:23 for this client and it made this much 1:06:24 money, but that's just my process. Like, 1:06:27 someone may be making more, but they 1:06:28 actually may be making less for the 1:06:30 client. So, I just keep going back to 1:06:32 what is delivering the results. And it's 1:06:35 just simple, clear, practical. Just call 1:06:37 them out. Have a product or service that 1:06:40 has margin in it that people do want. 1:06:43 Like, it really just comes back to the 1:06:45 fundamentals of marketing, which is like 1:06:47 there's people and you got a product or 1:06:49 service and you're just trying to tell 1:06:50 people, "Hey, you do this." And they go, 1:06:52 "Cool, I want it now." rather than 1:06:54 trying to like psycho like hook their 1:06:57 brain into some dopamine like warped 1:07:00 thing. 1:07:00 >> Well, I think I think in B TOC you 1:07:03 sometimes have to go I mean you really 1:07:06 have to find the hooks and I mean it 1:07:08 because it's so competitive, right? 1:07:10 >> And 1:07:10 >> everyone's trying to get your attention. 1:07:12 But like B2B, if you if you make an 1:07:15 attachment to a tractor that's, you 1:07:17 know, one of maybe 10 in the market, 1:07:19 like you don't have to go crazy. It's 1:07:21 literally like here's this attachment 1:07:23 that does this to your soil on this 1:07:25 tractor and people are probably like oh 1:07:27 yeah I could use that and I've been 1:07:29 looking for that. I didn't know they 1:07:30 existed and then they you know hit the 1:07:33 page. So I do think like you know cuz we 1:07:36 work with a u this like water pump 1:07:39 >> company. I I'm probably going to butcher 1:07:41 it. I don't know all the details but um 1:07:44 >> what the client does. 1:07:46 >> Yeah. Yeah. Google Ads does really well 1:07:47 though for them and but we actually what 1:07:50 act we what works for them right now is 1:07:53 a quizfunnel which is hilarious because 1:07:55 we're like we didn't think a quizfunnel 1:07:56 would work with Google ads traffic but 1:07:59 it did for this case because people 1:08:01 really were just a bit confused with 1:08:03 like and so it like it took some of the 1:08:06 friction out of wanting to be a lead or 1:08:08 for fill form out because it's like oh 1:08:11 cool they can help me because we 1:08:13 actually help like answer some of their 1:08:15 questions to their unique needs through 1:08:17 a quiz funnel. Not that that doesn't 1:08:19 work universally, it's just something 1:08:21 that we tested within that market for 1:08:23 that specific client and it works. 1:08:25 Sometimes that can flop and fail and 1:08:26 you're going to burn a bunch of cash 1:08:27 doing it. But, you know, within these 1:08:30 markets, you're not competing with, you 1:08:32 know, a hundred other plumbing companies 1:08:34 trying to just compete after plumber 1:08:36 near me or or, you know, you're one of 1:08:38 hundred that are in the market throwing 1:08:39 Facebook ads up too where you sometimes 1:08:42 have to do the crazy offers and risk 1:08:44 reversals and unique hooks and things 1:08:46 like that where here it's kind of like, 1:08:48 yeah, just get your product or service 1:08:50 out to the market. And by the way, they 1:08:52 can be on Google if there's volume or 1:08:54 they can be on Facebook or Instagram 1:08:57 because they're just human beings. And 1:08:58 you may not think, you know, my obscure 1:09:02 tractor attachment that's $20,000 that 1:09:04 does this weird thing that not many 1:09:06 people are going to know about unless 1:09:07 you're a farmer. That dude is still 1:09:10 probably on his Instagram feed on his 1:09:12 lunch break sitting in his tractor and 1:09:14 sees that attachment. That can work. 1:09:16 Just put it in front of them sometimes. 1:09:18 And in these weird B2B high ticket 1:09:20 markets, it really you can just simplify 1:09:24 marketing to the basics and it can work, 1:09:27 which I think is wonderful. The problem 1:09:29 though, there's two things. We'll end 1:09:31 we'll end it on these two. One is are 1:09:34 you willing to show me a landing page? 1:09:36 >> Yeah, dude. 1:09:38 >> Okay. So, we'll do that. Two, and then 1:09:40 I'm going to go pee. I'll have my editor 1:09:42 take this this part out. I've been like 1:09:43 hold I I like smashed this like this 1:09:46 green drink and then uh now I'm like 1:09:48 regretting that. So folks, we'll uh 1:09:51 we'll cut right to it. But then second 1:09:54 after you you show the landing page. So 1:09:56 I'll go take a pee while you're bringing 1:09:57 that up. Second, I want to talk about 1:09:59 then the actual process of how are you 1:10:03 training these guys who are not used to 1:10:06 inbound leads to actually nurture and 1:10:10 and and close inbound leads cuz they're 1:10:12 they're probably not used to an influx 1:10:14 of 200 leads coming at them through 1:10:15 Facebook ads, right? This is new to 1:10:17 them. How do you take them from? Because 1:10:19 we've, you know, a lot of times people 1:10:21 will run B2B ads for guys and they're 1:10:23 like they don't they they don't know how 1:10:25 to work leads. They don't know how to 1:10:27 sell. And it's like, well, yeah, you 1:10:28 kind of have to kind of train them a 1:10:30 little bit on how to actually do 1:10:32 something with these leads because this 1:10:34 is new to them. And so, I want to talk 1:10:36 to you about, you know, you you help 1:10:38 with the CRM setup, which is excellent. 1:10:40 Do you do any sort of like training in 1:10:43 regards to Okay, guys. Do you even have 1:10:45 a follow-up system on emails, text 1:10:47 messages, and by the way, here's how I 1:10:49 nurture these leads or get them on the 1:10:51 phone, etc. So, I want to bring that up. 1:10:52 So, let's do the landing page first and 1:10:54 then we'll go into the sales and I'm 1:10:55 going to go pee real quick while you 1:10:56 bring that up. So, I'll be right back. 1:10:58 >> Yeah. Side here, dude. 1:11:00 >> Five minutes later. 1:11:01 >> All right, folks. I'm back 1:11:04 with a relieved bladder. So, now I'm 1:11:08 thirsty. 1:11:09 >> Yeah. 1:11:10 >> All right, let's see. Let's see this 1:11:12 page, Michael. 1:11:13 >> Yeah, man. So, 1:11:14 >> I can have my editor blur anything out, 1:11:16 too. If you need something blurred out, 1:11:17 just 1:11:17 >> No, that's fine, man. Um, I'll just 1:11:20 bring up two landing pages. Now, just 1:11:22 with the context of this, like something 1:11:25 just came up when we were chatting 1:11:26 before, and I think this is really 1:11:27 important just for people to remember is 1:11:30 there's kind of like six kind of seven 1:11:35 ways advertising is done. It's either 1:11:38 B2B for B2B services, B2B products, B2B 1:11:43 SAS, B TOC products, B2B service, B2B 1:11:48 SAS, and then there's like e-commerce 1:11:49 which kind of would fall into B toC or 1:11:51 B2B products. So, it's just knowing like 1:11:56 with any strategy with any ad platform, 1:11:58 it's about like what kind of industry 1:12:00 are they falling in B toC, B2B and then 1:12:02 what's the subset if it's product, 1:12:04 service or SAS. Now, I've done a lot of 1:12:07 B2B and B TOC SAS. Dude, so hard. So, 1:12:10 this isn't about that. I do some clients 1:12:12 who do B2B um services also very hard. 1:12:16 That's super expensive. By the way, what 1:12:18 I'm tending to master in now is B2B 1:12:21 products, like high-end products that do 1:12:23 have like a longer buying cycle. Um, but 1:12:25 it is a product that there is a sales 1:12:27 team involved. So, just wanted to like 1:12:29 flag that as well. Not flag it like it's 1:12:31 a good or bad thing. Um it's just that 1:12:33 that's just important to remember like 1:12:35 B2B is not just like it's a business. 1:12:37 It's that there are um let me just get 1:12:40 the landing pages up 1:12:41 >> is that it can be broken down to its own 1:12:44 subsection as well. So I'm going to just 1:12:47 show you two landing pages right now. 1:12:49 These are ones for a new client and 1:12:51 one's for a client that's worked for 1:12:52 three years that this will be the uh the 1:12:54 client. Anyone watching this just don't 1:12:56 submit any leads. It's kind of 1:12:58 annoying for me. So, just like I'm 1:12:59 showing this out of good faith. Just 1:13:02 there's no h like funnel hacking here. 1:13:04 Just like just 1:13:05 >> I'm going to blur I'm going to blur the 1:13:07 URL for you. So, don't worry. 1:13:09 >> Yeah. Yeah. 1:13:10 >> So, this um we'll go to this one here. 1:13:13 This is a new one here. And this is the 1:13:15 landing page. So, it's download brochure 1:13:17 and request custom pricing. This has 1:13:19 been live for a month. This product 1:13:20 sells for about $600,000 Australian 1:13:23 dollars. Um, it's targeting, we're 1:13:25 targeting Australia, but also with this 1:13:27 week we're about to launch into the US. 1:13:29 >> Um, so what were the questions, Austin, 1:13:33 that you wanted to know about? 1:13:34 >> I just wanted to see example of your 1:13:37 page. Um, it it it very much is like, 1:13:41 you know, the best practices on even 1:13:43 like a BTOC offer page here. So you you 1:13:47 don't find anything that you have to do 1:13:48 too unique compared to what you would 1:13:50 run or recommend to like a plumber or 1:13:54 something. 1:13:54 >> Yeah. So what's really important about 1:13:56 this is like you can look at this page 1:13:59 and go this looks clean, this looks 1:14:01 simple, but that simplicity is really 1:14:03 hard. When you look at most like 1:14:05 sometimes I like look at some landing 1:14:07 pages like oh my god like this landing 1:14:09 page is amazing. But 99% of landing 1:14:12 pages I see now are just like either 1:14:15 they're sending them to the website not 1:14:17 a subdomain the page is either too 1:14:19 marketing focus like very the old like 1:14:22 Google reviews this many remain like for 1:14:24 a B2B product or service it needs to be 1:14:28 clean and simple so someone can go here 1:14:30 and go cool what do you do what's the 1:14:32 offer I like having videos at the top so 1:14:35 they can visually see it so within if I 1:14:38 remember reading this book called brand 1:14:39 story uh by Donald Miller or something. 1:14:42 I can't remember the guy's name, 1:14:44 >> but I like this idea of the caveman test 1:14:46 that within 5 seconds people should go, 1:14:49 what do you do? What's in it for me? And 1:14:50 what do I need to do next? So, it's like 1:14:52 very clear what it does. So, you can 1:14:53 visually see it. 1:14:55 >> Um what's in it for you? You know, turn 1:14:57 your arable ground like you know 1:14:59 increase the value. What do you need to 1:15:01 do next? Or like this and just fill in a 1:15:03 form. Like I want people just to like 1:15:06 >> it doesn't matter if someone's B to CC 1:15:07 or B2B. treat them like they're 1:15:08 operating at like a fourth grade level 1:15:10 with your offer and your messaging. So 1:15:12 they can see it like, "Oh, cool. This 1:15:14 thing, what does it do?" But I make sure 1:15:17 that our landing pages are very clean 1:15:20 rather than very um marketing focused 1:15:22 because the goal at the end of the day 1:15:23 is we're still trying to sell something 1:15:25 that's expensive. So there needs to be 1:15:27 that professional element to it and 1:15:29 avoid any sort of the hacky marketing 1:15:31 things that you can get away with B TOC 1:15:33 because when you're doing B2B you need 1:15:35 to make sure you're maintaining their 1:15:37 their brand guidelines also their 1:15:39 reputation as well. Like I can't just be 1:15:40 putting outrageous stuff in here because 1:15:43 it actually you know there could be 1:15:45 corporate effects to it versus if you're 1:15:46 doing B to like saying something 1:15:49 individuals aren't going to do anything 1:15:50 to you. So, 1:15:52 >> this is one page, but a lot of the 1:15:54 elements I go after is like very above 1:15:56 the form. Um, I like to have 1:15:57 testimonials on the page. So, we've got 1:15:59 a bunch here, very a lot of call to 1:16:01 actions throughout the page. Another big 1:16:03 one, I'll just kind of say this quickly, 1:16:05 is like you've got to make sure that the 1:16:06 website and the page is mobile 1:16:08 responsive. Like, sorry, not mobile 1:16:09 responsive, like designed for mobile. 1:16:12 >> So, a big thing that I've noticed is 1:16:13 like most traffic is mobile. So, you 1:16:15 need to make sure that you look at the 1:16:18 mobile experience. I know it's crazy to 1:16:20 say, but most people design a page on a 1:16:23 desktop, review it on a desktop, and 1:16:26 that's it. They don't even just look at 1:16:27 it like, what does it look like on a 1:16:29 mobile? 1:16:29 >> It's an easy step to forget, especially 1:16:31 if you vibe code a page, you're like, 1:16:33 cuz you're doing it all on desktop, and 1:16:34 then you're like, oh yeah, how does this 1:16:36 actually work on on mobile? So, that is 1:16:38 Yeah, that's a that's a good point. You 1:16:40 had an FAQ there, too, it looked like. 1:16:42 >> And yeah, I like the real human 1:16:45 elements. I tell this to a lot of 1:16:46 people, too. A lot of people I'm seeing 1:16:48 are like using AI generated uh images on 1:16:52 landing pages and I'm like man you're 1:16:54 just killing conversions because like 1:16:56 people people want true human authentic 1:17:00 connection and you're trying to get them 1:17:02 to give you your information. So 1:17:05 immediately if I see like what looks to 1:17:08 be like AI images trying to you know 1:17:10 whether it's B2B doesn't matter. It's 1:17:13 like use AI to edit. That's fine if you 1:17:15 want to edit it, but when you're using 1:17:16 fully generated AI images for trying on 1:17:20 your landing page, it's really that's 1:17:22 really rough. You're not going to 1:17:24 convert as high. Use real images. Even 1:17:26 if it's a team photo, it's one of my 1:17:28 favorite things. Do a team photo or some 1:17:30 human people, whatever. Like, they might 1:17:33 not even be people that work there 1:17:34 anymore. Doesn't matter. But put put 1:17:36 some humans there. It goes a long way 1:17:39 with this trust factor of people be 1:17:41 like, "Okay, yeah, these look like nice 1:17:43 people. I'll I I'm happy to go talk to 1:17:45 them." 1:17:45 >> Yeah. You That's the thing is like don't 1:17:47 use stock images and don't use like AI. 1:17:50 Just spend a few hundred and get a 1:17:52 photographer to take any sort of video 1:17:55 or imagery. Like it really doesn't take 1:17:58 that much time. I want to quickly show 1:18:00 you something. This is like a website 1:18:02 that my mate made yesterday. He's just 1:18:04 about to start doing his own um like 1:18:06 gardening kind of business. But even 1:18:08 this, I just love this. This is an 1:18:10 example is this is an AI site, but this 1:18:12 is actually him. So the video is him. 1:18:14 >> And as soon as I saw this, I'm like, 1:18:15 this is amazing because 1:18:18 >> it's real. That's a real good shot of 1:18:20 him. Yeah. It makes you comfortable. 1:18:22 You're like, "This looks like a good 1:18:24 dude, right? Nice guy. I I feel 1:18:26 comfortable contacting him." It's that 1:18:28 piece. I always give an example. I I 1:18:30 busted a rim, one of my rims on my car. 1:18:32 Um, I've got like these like run flat 1:18:34 tires and like these AMG wheels, so 1:18:37 they're like prone to crack if I hit 1:18:40 like potholes. Um, anyways, I cracked 1:18:43 one and I went to find online who can 1:18:45 repair it. And I've given this example 1:18:49 many times in my Q&A calls in my school 1:18:51 group, but I showed a couple examples of 1:18:54 these wheel and wheel and tire repair 1:18:57 places here in Fort Wayne, Indiana, 1:18:59 where I live. One of them is simple. It 1:19:01 was a very simple website. Uh, but it 1:19:04 had pictures of like the guy was fixing 1:19:07 a a wheel in the warehouse and he was 1:19:10 just smiling and that guy probably 1:19:12 doesn't even smile all day. He probably 1:19:13 hates his job. Who knows? But like the 1:19:16 picture's like, "Oh, cool. They got like 1:19:18 a cleancut crew and this looks nice and 1:19:20 I it doesn't look shady." I contacted 1:19:22 them. The other one was like a basic 1:19:24 site and I there was no images to get a 1:19:27 feel for like where am I taking my car? 1:19:29 like is this guy going to be like shady? 1:19:31 Is it, you know, like you just don't 1:19:33 know. And especially when I got to go 1:19:35 literally take my car there, that site 1:19:38 felt like just there was a friendly 1:19:41 connection to it. And when I took my car 1:19:43 there, it was a normal repair place and 1:19:46 the guys were okay. They weren't like 1:19:48 these actual extra friendly human 1:19:50 beings, but they had just clean shots of 1:19:53 the team and the and I I I had a feel 1:19:55 for where I was going to be going. And 1:19:58 that's all it took, right? I didn't 1:20:00 really look at anything else. I just 1:20:01 needed the wheel repaired. So then 1:20:03 obviously I called them like, "Can you 1:20:04 repair my wheel and how fast?" But 1:20:07 that's all it took. And most people just 1:20:09 kind of forget that. They're trying to 1:20:10 vibe code landing pages and throw up AI 1:20:13 images as fast as possible because they 1:20:15 they're like just trying to test, you 1:20:16 know, copying a bazillion things. And 1:20:18 really, a lot of times it can be as 1:20:20 simple as using real photos and 1:20:23 connecting with the person who's 1:20:25 literally on the page. this is still 1:20:27 humanto human interaction that you're 1:20:28 you're dealing with ultimately and so 1:20:31 incorporating that into the the the 1:20:34 landing page process I think goes a long 1:20:36 way for many companies and I think many 1:20:37 companies just miss it 1:20:39 >> I even as you're saying that I literally 1:20:41 wrote in what he did in Google clicked 1:20:43 on a bunch of pages and I literally 1:20:44 showed this isn't a shame to any of 1:20:46 those people but it's like who do you 1:20:48 feel more trustworthy with a person who 1:20:50 has a site like this you're seeing them 1:20:51 do the work or 1:20:54 well maybe that's actually not bad But I 1:20:56 saw some of these. 1:20:56 >> It's okay. Pretty corpority, but like I 1:20:59 wouldn't be opposed to contacting. Yeah, 1:21:00 they got a good shot of their van. Yeah. 1:21:02 Yeah. Stock images though that I'm not a 1:21:05 fan of. But I they're not terrible. I 1:21:07 wouldn't like, 1:21:09 >> you know, I wouldn't like uh not contact 1:21:12 >> where people buying from people. And in 1:21:13 the B2B space and high ticket, you like 1:21:16 you're you're creating a relationship of 1:21:18 trust. And if you can't even see the 1:21:20 people who you'd be working with, how 1:21:21 are you even going to be like trusting 1:21:23 who's actually going to be doing the 1:21:25 work? like you're putting a lot of 1:21:26 people putting a lot of money into this 1:21:28 and it's even B TOC and B2B. It's just 1:21:31 you want that human element. 1:21:33 >> I'll quickly show you just the other 1:21:34 landing page 1:21:36 >> and this is one that's been running for 1:21:37 years successfully. This was that other 1:21:39 one 1:21:41 but similar just like a lot of traffic 1:21:43 >> video that I like the the video 1:21:45 component makes total sense cuz this is 1:21:47 like what the heck is this? Yeah. I 1:21:50 don't see this a lot on landing pages by 1:21:51 the way and I'm not pertaining to be the 1:21:54 best landing page expert in the world. 1:21:56 There's a lot of people who claim to be, 1:21:58 but it's like, are you getting high 1:22:00 quality, high intent leads for your 1:22:02 business, clients that make money? And 1:22:04 this is just what I found works is like 1:22:07 we don't have like a template for this. 1:22:09 Like, this isn't like a copy paste, but 1:22:11 there is a like a layout that we tend to 1:22:13 work with, but even if people try to 1:22:15 rebuild it, usually there's a lot of 1:22:17 that goes into this beyond just what it 1:22:20 looks like, it's how it aligns with the 1:22:22 ads and how it works. But these, you 1:22:25 know, these are landing pages just work, 1:22:26 man. And like these things are selling 1:22:28 for a lot of money in the 1:22:30 >> Thank you for sharing. Yeah. Yeah. Thank 1:22:32 you for sharing those examples to end. 1:22:34 Then give me like, so do you have to 1:22:38 help, you know, do these guys have good 1:22:41 nurture programs with inbound leads or 1:22:43 do you have to do some 1:22:44 >> going to the sales bit? So look, man, 1:22:47 like dude, you know this. It's like 1:22:49 we're the advertising guys. I shouldn't 1:22:51 be telling your team how to sell. Like 1:22:53 if you got someone who's selling, 1:22:55 they're supposed to be the expert. 1:22:56 That's their job. You have a sales 1:22:58 manager or a sales specialist. You've 1:22:59 hired them. Like if you're relying on 1:23:01 your marketing company to teach your 1:23:04 team how to sell, it's like fix your 1:23:06 business because like that's not okay. 1:23:10 cuz that I think what's happened over 1:23:11 the last few years with advertising is 1:23:14 um people expect their Google ads 1:23:16 company to now become their Google ads 1:23:18 company who also give them 1:23:20 recommendations on their website, their 1:23:22 meta ads, their Microsoft ads, their 1:23:24 CRM. So we're expected to kind of go 1:23:27 further down the line without kind of 1:23:29 being paid for it. And yet the people 1:23:31 whose job it is to do that craft are not 1:23:34 good at it. So the reason why we moved 1:23:37 towards doing the CRM for clients was 1:23:39 just data accountability. So that way we 1:23:42 weren't being thrown under the bus. I 1:23:43 could have the data to show, hey, this 1:23:45 is what's happening. So it does benefit 1:23:47 the client, but it also benefits us to 1:23:49 be like, hey, when I'm looking at this 1:23:51 full funnel, ads, landing page, CRM, I 1:23:55 can see where the drop off is and I have 1:23:56 the data and I also know who's 1:23:58 responsible for it. So in terms of 1:24:01 training sales team, it's like they 1:24:02 should be the expert of their product. I 1:24:04 shouldn't be after like working with 1:24:06 them for like a month or two. Like they 1:24:08 need to know their product. So I'm 1:24:10 getting leads in. I'm building the 1:24:11 system to make it easier to contact 1:24:13 those leads and follow them up. But it's 1:24:15 on them to sell and they could like 1:24:18 people can say like, "Oh, the lead 1:24:19 quality is not good." No, that's why we 1:24:20 ask all these form questions. So 1:24:23 everything I've done is really to avoid 1:24:25 the any gap of either leads not being 1:24:29 contacted or being told lead quality is 1:24:31 bad. Because if I'm getting a lead with 1:24:33 like 10 form fields, you can't say it's 1:24:35 bad when they've got a $500,000 budget 1:24:38 for something and they're looking to buy 1:24:39 in the next three months. Like that's 1:24:40 not a bad lead. That's if you can't sell 1:24:42 that, 1:24:43 >> I'm I can't fix your business. 1:24:45 >> So, it's just about getting Do you need 1:24:47 to nurture any of those? Like help them 1:24:49 set up like a email uh market? We do an 1:24:53 email nurture as a lead comes in, but 1:24:55 like all these advanced nurtures later 1:24:57 on, they're not needed because it's like 1:25:00 >> we're doing direct response advertising 1:25:02 where it's like someone's interested, 1:25:03 they're giving their qualification 1:25:04 information, 1:25:06 >> reach out to them, they'll get texts, 1:25:08 they'll get emails, but just do your 1:25:09 job. 1:25:10 >> You know, I'm trying to give people less 1:25:12 work, but not no work either. 1:25:15 >> Do your job, people. That's Michael's 1:25:17 advice. 1:25:17 >> Do your job 1:25:18 >> on selling leads. Uh yeah. No, I I just 1:25:22 was wondering because I know sometime 1:25:23 sometimes they aren't really equipped to 1:25:26 uh take a lot of inbound in or they 1:25:28 don't know how or they they get lazy 1:25:30 with it. So, I was wondering uh what 1:25:32 you're seeing on that side of things. 1:25:34 Michael, you make this sound too easy 1:25:36 when it comes to uh you know, high 1:25:38 ticket B2B lead gen. Um I do appreciate 1:25:40 you like giving us a breakdown of kind 1:25:42 of what you're seeing is working. It 1:25:44 seems like simplicity is best when it 1:25:46 comes to this market. You don't need to 1:25:48 over complicate it. You don't need to do 1:25:50 some hormosy uh crazy $100 million offer 1:25:53 guarantee. And uh it's cool because it's 1:25:56 like it's it's simple. It works. And 1:26:00 yeah, you know, the people again if if 1:26:03 you are a B2B high uh you know, high 1:26:06 ticket company, you're people are on 1:26:09 these platforms. The search volume might 1:26:11 not always be on Google and you can 1:26:13 literally check that with keyword 1:26:14 planner tool. But if if they're not, 1:26:16 they are humans and they are on their 1:26:18 phone and they're probably on Instagram 1:26:20 scrolling or Facebook. They you can be 1:26:23 reached with online ads. And like 1:26:25 Michael just broke it down. You don't 1:26:27 have to go crazy with it. And you know, 1:26:30 a very simple funnel can actually 1:26:31 produce what appears to be millions of 1:26:33 dollars in some of the cases with his 1:26:35 clients. Michael, anything else to end 1:26:38 on? any uh other uh wisdom bombs you 1:26:41 want to drop or 1:26:42 >> we've been doing this for an hour and a 1:26:43 half, so hopefully people watch the 1:26:45 whole way through. Yeah. The final thing 1:26:47 is just with anything in life or in 1:26:48 business, you just got to keep it 1:26:50 simple. If you can't keep it simple, 1:26:51 you're probably not going to follow 1:26:52 through with it. If you don't follow 1:26:53 through with it, you don't get results. 1:26:55 So, even though I can show this to 1:26:57 people, it's like, you know, people 1:26:59 could technically try to do it, but 1:27:00 there's so many elements within each 1:27:02 platform, but then it also just comes 1:27:04 down to are you actually going to do it 1:27:06 and do it consistently? Like a lot of 1:27:08 the clients, they keep telling me the 1:27:10 same thing, like oh yeah, we could do 1:27:11 it. I'm like, then do it. 1:27:12 >> Like it's just like people, it's not 1:27:14 about can you do it, it's like actually 1:27:15 do it. And ultimately a lot of the 1:27:17 clients I work with end up being like 1:27:19 marketing managers or business owners 1:27:21 who are just like 1:27:22 >> I know I can do it, but I just I'm just 1:27:24 not going to do it because it's like I 1:27:25 don't have the time. I don't have the 1:27:26 expertise. I can keep watching YouTube 1:27:28 videos, but then all I could just make 1:27:31 the money. So, it's just like I think 1:27:34 last thing to loop it with like even 1:27:35 with AI, it's like just cuz you can do 1:27:38 everything, just don't like focus on the 1:27:41 things that you actually need to do. If 1:27:42 you're a business owner, focus on 1:27:44 growing sales and growing the team. 1:27:46 Don't focus on ads or focus on AI. We're 1:27:49 speaking about people that we know that 1:27:51 build out AI tools for stuff that are 1:27:52 not needed and then you're wasting 1:27:54 weeks, months, and years just on stuff. 1:27:56 Just keep the main thing the main thing 1:27:58 and just give the work to a person who's 1:28:00 competent at doing it. Be it Google Ads, 1:28:02 Meta Ads, whatever it is. Just make sure 1:28:05 just to work with competent people and 1:28:07 just don't try to do it all yourself cuz 1:28:08 it's just stupid. 1:28:10 >> Boom. There you go. Michael, I 1:28:12 appreciate it, man. Hour and a half in. 1:28:15 It took four years for us to get here. 1:28:17 Here we are. Uh kudos to what you uh are 1:28:20 building. I will have Michael's 1:28:23 information, your YouTube channel, and 1:28:25 anything else you would want. Just hit 1:28:26 let me know. I will have all of that in 1:28:28 the description of this video. So, go 1:28:30 check him out. Go check out some of his 1:28:31 like in-depth tutorials on some of this 1:28:33 stuff that he has on his YouTube 1:28:35 channel. Yeah, man. I appreciate it. 1:28:37 We'll have to do it again soon. I know 1:28:38 you got some cool AI stuff we should dig 1:28:40 into later at some point as well. 1:28:42 >> Yeah. Awesome. A chat. Thanks for having 1:28:43 me, Austin. And we'll chat soon, mate. 1:28:46 >> Absolutely. All right. We'll see you. 1:28:47 Thanks, man.