How to Go From $0 to $100k/day with Meta Ads transcript

I've spent over $300 million on meta ads. And there are four stages to go from complete beginner to scaling to a $100,000 per day, starting with stage number one, zero to $100 per day. And this is where most people get stuck is because they obsess over the algorithm. They sit around like absolute geeks obsessing over what is the best account structure, how many ads do I want to have in each adset, what are the exact bidding rules that are holding me back from scaling even more.

This just keeps them stuck. Because here's the thing. Even if you are the best media buyer in the world and you have the cleanest account structure, but your ads are lifeless, you are going to get slaughtered by the amateur media buyer who just has one very good ad and a CBO that just targets the entire country. Because here's the thing that none of these gurus will tell you is that creative is the biggest lever. And if you focus all of your time and energy on the latest media buying strategies, the halflife of that skill is very very short because these platforms and the algorithm changes so quickly that anything that you learn right now is pretty much redundant in about a year to 18 months.

However, if you fully understand creative and you understand human psychology and what gets people to click and what gets a qualified prospect to raise their hand in a sea of people, the halflife of this skill is pretty much forever because technology changes, but human psychology doesn't. And at this stage, you only have one job, and that is just to find a winning creative. And I'm going to tell you exactly how to do that.

But first, you need to understand that Meta is a native ad platform. People are going onto this platform not to consume ads. They're going on there to consume content. So, if you're creating creatives that they are designed to pop off the feed and to hijack people's attention, then by default, you're going to send a signal to your prospect that this is an ad. And what they're going to do is keep on scrolling. Instead, what you want to do is you want to be a student and you want to have a look at what people are already consuming natively on these platforms.

You want to look at pages like Lad Bible, TMC, or any of these gossip sites like the Daily Mail. And before you roll your eyes and say, "Subrey, this is trashy clickbait." Do not hate the player, hate the game. These are the most widely consumed pieces of content. That's what the users are all viewing. So, what we want to do is simply go under the radar and use our creative to make it feel like it is organic content so that we can stop them from scrolling in the feed, spark enough curiosity to get them to read the rest of our ad and then click through to our landing page.

And remember this, consumption precedes conversions. Meaning, if you want to increase your conversion rates, the first thing that you have to do is get more people to actually consume the ad in the first place. So, the first rule is just to make the ads look like native content. And don't worry about the brand image that it's putting out there. Your sole job is to funnel off as much of the raging river of traffic that is on Meta through to your landing page.

So, at this stage, you must be wondering, well, what exactly do I need to do with the ad sub? You keep on saying, and make it look like organic content. Well, I'm going to give you my $300 million hyperdopamine ad formula. So, your hyperdopamine ad needs to have three key ingredients. And the first one is a pattern interrupt. We need to stop them in the news feed, get their thumb to stop and pay attention to whatever it is that we want them to pay attention to.

And the key thing here is is to have it weird or some weird thing that they're doing, whether it's got a piece of fruit chopped open or they're holding something in their hand with a little red circle around it. It has to interrupt [music] the pattern. And so then once we've interrupted the pattern and we've got them to stop the scroll in the newsfeed, now we need to create the second thing which is burning intrigue.

What is going on here? This doesn't match the pattern in my mind. I have to figure out more. This looks really weird. Something, anything to create [music] intrigue. And then the third thing that we want is to have a big specific benefit that our target market wants. So it's going to basically act as what we call dog whistle copy. It's only going to resonate with the people that want the big specific benefit that it is.

[music] We promise. And if you knock down all three of these, that is hyperdopamine. Now, let me give you the full list of everything that you want to make sure unequivocally that it's in your ads. First up is a scroll stopping image. That doesn't mean super high production. Take something that is going to be super raw, native, and intriguing and use that as your creative. Then you want a headline that's going to grab somebody by the throat and demand their attention.

The way that we do that is we use burning intrigue also with a big specific benefit to promise the end outcome that it is that they want. And you don't want to have these things any more than 45 characters. Then next up, this is probably the most under scrutinized part of any ad. It's what I call the slippery leadin and it's the 11 to 14 words that sit just above the creative that someone reads to determine whether or not they want to read more of the ad copy.

And for this, you want to drop somebody right in the heat of the action. Don't put coupon codes. Don't show your hand and say what it is that you're selling in the leading. You want to drop them into a verbatim conversation that the prospect is already having in their mind or a dream outcome or a nightmare situation. And that's what you want to lead with and open the loop. So they look at it, they partner that with your creative and the headline and they say, "I can't help myself.

I got to click and read and find out what this is all about." Then when it comes to your body copy, this [ __ ] wants to be as smooth as butter. You want to basically get all of your copy out. Write it all down. Do not use AI slot for this, please. Then what you want to do is the magic's in the edit. Copy it over to an app called the Hemingway app. Make sure that it's written at a fifth grade reading level or below and take anything out of there that is highlighted as red or yellow in the Hemingway app to just make that thing super super smooth and silky that people just glide down it.

Then it comes to the CTA. Do not use shop now or anything like that. Use learn more. Trust me. I've spent $300 million on meta ads to find this out so you don't have to. Just try it and see. And here's the thing. At this stage, you're not going to even dabble in video creatives. No, no, no, no, no, no, no. Don't get tempted. Don't see some AI UGC and say, "Sabri, I can just spin up one of these bad boys in an hour." No.

It is statics only. The reason why is cuz our sole goal in stage one is to find a winning creative. And if you're sitting down in there editing videos and Cap Cut and Premiere and [ __ ] around with all this scripting and stuff, you are never going to find the winner, right? Because someone like me is going to run 300 ad creatives as statics and find the bullseye a hell of a lot quicker than you. So, all I want you to do is to focus on static [music] ads cuz you can pump out a lot of them.

That doesn't mean you just pump out a lot of crappy ones. You still need to go through this process, put a lot of scrutiny into them, but you can basically test [music] so many different angles and find the winners very, very quickly. Next up, if you're still struggling, you don't know where to start, here is another hack for you to do. It's something called the burner account. What I want you to do is sign up to a brand new Instagram and Tik Tok account.

Go and follow the five biggest creators in your space or the five biggest pages, like their comment, engage in their comment. Then I want you to close it down, open it up the next day after the algorithm has been cooking all night. Then once you've done that, when you log into like Instagram and Meta, you'll always see [music] that it's like suggested content, right? It's suggesting other content that they know is being consumed and [music] is getting a lot of engagement and doing well.

You want to screenshot all of those poppies, chuck them into a Dropbox folder, a Google Drive folder, and that is your swipe file. This is where you start. Then ideally, you're also posting on organic platforms. Then you take your best performing organic content and you move it into your paid ads engine. Because this is basically the cheapest ad creative [music] that you'll ever get that is already proven. You're not risking it with dollars wondering if it's going to resonate with your market.

It has already been proven. Which brings us to stage number two. And you only have one job here and that is to build a clean campaign structure. But let me get one thing clear. Creative is the signal, but your campaign structure is [music] the amplifier. So, let me show you that once you found that winning signal, how to actually get a [music] extra 30 to 50% out of that same winning creative just based on the structure.

So, this is all you need is just two campaigns. You don't need 15. You don't need 20. All right? So, this is exactly the way that we're going to do it. We're going to have one campaign, and this is our testing [music] campaign. Once you find the ones that are getting you the best cost per lead, the cheapest CPA, the highest rorowaz, all the usual suspects, we take those winners and [music] we put them into a separate campaign, which is our scaling campaign.

You typically want to put all of your headlines, all of your body copies, everything into that one testing campaign. Gone of the days where you had to use lookalike audiences, you have to do interest stacking, get hyper specific of exactly who it is that you want to target. That stuff is old. All you want to do is do broad targeting. Now the algorithm will go out there and it will find your customers. [music] Now you might be thinking but Sbury like I only want to target 40 to 55year-old women.

That is my demographic. Well the thing is you want to let your creative do the targeting. The thing that most people get wrong is they write super short form copy and then they try broad and like it doesn't work. It doesn't work cuz you haven't given the algorithm enough data touch points to cook on. You need to have it hypersp specific long form copy that is very very detailed that the algorithm can then look and match up over the thousand different touch points that they use to basically locate who it's going to be of interest to and then it goes out hunting like a hungry dog looking for the best prospects for you.

Try it and be surprised. Now, when it comes to scaling on cold traffic on Meta, you want to make sure that that's what you're targeting, cold traffic. You want to make sure that not only are you excluding it based on a pixel audience, i.e. somebody buys from you. You also want to manually be uploading your list of leads and customers at least every 30 days, excluding these from your top offunnel traffic. Otherwise, what happens is the algorithm locks onto these people and then they spend [music] 40% of your budget just going towards those people, double paying to reach the same customers.

[music] We want to use Meta as a prospecting channel to find new customers. Which brings us to stage number three, $1,000 to $10,000 a day. And your only job here is to find that winner and then duplicate it out and create a hundred winners. Here's how most people run meta ads. They have their testing campaign. They run all of these new creatives. They find the winner and then they turn everything off. Then they ride that winner.

They just keep scaling and scaling and scaling it. It ultimately fatigues. It goes into the toilet and then they start that whole process all over again. Instead, what we want to do is we [music] want to take that ad and instead of just increasing the budget in that adset, we want to horizontally scale. And we do that using [music] something that I call the one keyword hack. And basically what you want to do is you want to keep that exact [music] same winning creative.

You just want to modify one word add on there whether it's an age bracket or it's a certain niche that it is that they follow into. So what I did in my own business, I had one winning creative that said generate 462 [music] leads per month on autopilot. What I did is I duplicated that thing out and then I said dental leads, property investment leads, lawyer leads, and I [music] changed the ad copy slightly to include those different audiences in there.

And I also put that in the headline. And you can do this pretty much for every single niche that exists. You're still taking that same winning creative, but you're making tiny slight modifications to it. the algorithm sees it as new and it also goes out there and specifically finds those people based on the customizations [music] that you've made. So instead of writing that one winner, we're taking that seed and we are planting a hundred other seedlings that we can go out there and really scale this puppy up.

Cuz Meta is analyzing not only all the body copy and the headlines and seeing the words that it is that you're using, they're also using their super advanced AI to read the images to estimate what the age is, where that photo was taken, what environment that they are, and then they use that to go out and hunt for that [music] exact type of prospect that it is that you're searching for. And the result is that you have opened a pocket of buyers that a generic ad could never reach.

But we are only getting warmed up. Now what we want to do is we want to leverage AI, either clawed or open AI to actually turn that one ad into hundreds of other variations. You want to take your winning ad and you want to feed it into Claude or Chat GPT. And you want to say, I want you to read this ad and I want you to write another ad. And if you show this ad to a 100 people, not one in a 100red would be able to tell that it is written from a different author.

Then what you want to do is just give it a bit more information about the demographic that it is that you want to target. Then it will go out and it will create you different variations of that same winning copy, but it will just vary a slight bit of the copy to make it hyper specific for that target demographic that you're targeting. And it takes it just from the one keyword hack to effectively a brand new ad. And you can rinse and repeat [music] this process to literally turn one ad into 300 ads.

Then you take all of these different variations that you've prompted it and given it all the different demographics and you want to chuck all of them into a CBO and let the algorithm do its thing. Then once you go through the process of launching them in the testing campaign, finding the winners, putting them into the scaling campaign, and repeating that process, you're going to see that there's a whole bunch of ads that maybe you had very high conviction around that didn't get much spend. and you're like, hm, I guess these ads just aren't very good.

Now, thanks to AI, Meta had to go out and develop Andromeda. It does its sorting and siphoning of the best ad creatives and it shows you which are the ones that are getting the most spend. However, we don't want to blindly trust this [ __ ] We want to look at those ads that we have high conviction around that we think are winners but didn't get any spend. And we want to take all of them and we want to launch them into what I call a zombie campaign, which is a separate CBO.

You stick them in there, you chuck more spend on them, and typically by doing this process, you're going to unearth another 10 to 20% of winners. Now, most marketers launch all these different ad creators, all their focus is on what is going on in the ad account. But when it comes to the actual landing page where they're sending those ads to, [music] they ignore this thing. Instead, what you want to do is you want to look at what are the headlines, what are the angles, what are the creatives from your best ads each and every month.

You want to match the same scent from your best performing ad to what you see on the landing page. A hack to typically increase your conversion rates by 30 to 100% is to simply take your winning performing headline that you've got and then basically doing a variation of that for the landing page. So you match it one for one. What you'll see once you do this is that your rorowaz explodes or your cost per lead cuts in half.

And the reason for that is that if that scent doesn't match one for one, you're going to lose 50% of the traffic straight out of the gate. they're going to click on it, go to your landing page, this isn't what I clicked on. Let me go back to the news feed and do whatever it is that I was doing. So, you need to make sure that the landing page delivers on that click. [music] Because most people use Meta just to acquire customers or just to get leads.

However, it is the best and most advanced split testing tool on [music] planet Earth because way more people are going to be exposed to your ads that actually click on your landing page. So, you can test hundreds of different headline combinations and body copies and leadins and that's a huge signal, right? You can take all of that signal and you can put those learnings into your landing pages, into your email subject lines.

You already know that people are clicking on this at a higher rate than all the other messages that you're putting out there. Do not leave all this gold in your ad account. Mine it and profit. Which brings us to stage four. $10,000 to $100,000 a day on meta ad. And your only job at $100,000 a day is to find ads [music] that scale on cold traffic and to focus on cash collected. So, let me just tell you why most people will never get to [music] 10K up to 100K per day in ad spend.

They have their testing campaign. They followed everything that I just told you. [music] Then they see that there is a particular ad or a handful of ads on there. they get the cheapest CPL or the highest rorowaz and they go, "Ooh, these are the winners." So, I'm going to turn off the other ones and I'm just going to run these ones and then I'm going to try to scale them. But, Subrey, every time I scale my ad [music] spend, the performance just shits the bed and then I can't go from spending a,000 bucks a day to 10,000 bucks a day cuz the rorowaz goes down or my cost per lead or my cost per call just shoots through the roof.

Br, I tell you what you have done. You've gotten a false positive. Those type of ads [music] are going to perform very very well at a low scale. It's going to find the hottest of people. So instead, what you need to do is it is a completely different shift in mindset. Then you need to start putting together ads that are going to scale on cold traffic and they are two entirely different ads. [music] A hotter audience, they are going to respond to direct offers, just specific benefits and you making claims.

However, the type of ad that does work on cold traffic, your copywriting needs to change from being offercentric to [music] being story ccentric. And so to talk about the specifics, typically most business owners, they usually start as their customer because if you used to be or if you still are your customer, there is going to be a huge pool of people that are going to resonate with that same image. So, a founder story ad is typically my go-to.

These things scale like you would not believe. But if you've kind of tapped out on that or if you don't want to be the face of your business, all you need to do is go back to your burner accounts and look at the organic content that is already doing well on the platform and you want to mimic that. And what you are going to find is that they are all going to fall into the category of news findings or gossip. And that's the only thing that you want your ads to do when you're scaling to [music] 100k per day.

Now that we've found our winning creative and what are the types of angles that scale on cold traffic in our ad accounts the most, I'm now going to show you how to extract every single last drop of rorowaz from this thing and the most amount of leads that buy the highest scale and [music] the largest volume possible. First thing that you want to do is stop highest volume bidding. Most people, they set the budget and they based it on the highest volume.

Meaning that if you give Meta $100,000 per day, you can pretty much bet that it's going to spend it cuz that's what it wants to do. It is a hungry panda that wants to eat up all your ad spend and ding ding ding on the AX, right? So instead, what you want to do is you want to create cost caps. If you're running an e-commerce business and you know what the average order value is or you know what you're willing to spend to acquire a customer, you basically want to give it 80% of what it is that you're willing to spend.

And that's what then determines how much you are actually going to [music] spend cuz the algorithm is going to go out there and find the audiences that can spend at that customer acquisition cost. And if it can't achieve that, then it's not going to keep scaling. And this takes your ad account from being analog to being digital because on a bad day, you'll just stop spending and you won't acrewue these massive losses.

And on a good day, you will scale even more on that. Maybe it's just found this pocket of traffic that converts super super high and you'll end up spending more, but it will be at a very profitable level. But there is a rule here. You can't just give it what that cost cap is because the algorithm's greed glands aren't going to get pumping. What we want to do is we want to dangle a piece of ribeye in front of it by doubling what our actual daily budget is.

Then the algorithm is going to go m okay cool. Looking at how much they're willing to spend, I'm going to force this thing. I'm going to go out there and I'm going to find this audience cuz I want to spend this. And very rarely are you going to spend two times what your daily budget is. If you're an e-commerce business, it's all going to be well and dandy cuz it's going to be in your profitable zone anyway. If it's a cost per lead or a cost per call situation, hopefully you got enough salespeople and you can handle that scale on the odd chance that you are going to spend it.

But you're going to be looking at the ad account every day and you can catch these things very very quick. But I'm telling you, this is the way to get to 100K a day. Next up is optimizing for the metric that matters. If you are only using your ads manager and you're looking at your rorowaz and you're optimizing this, you can very quickly optimize yourself into bankruptcy. There is a running joke that is never go out to lunch with an e-commerce founder because they are always broke.

And they're always broke because they take any of the profits that that is that they do make and they have to roll that cash into inventory and into inventory forecasting, right? So they're always cash poor. When you're looking at your rorowaz, this is only one metric and you don't want to completely run your whole business off this dashboard because rorowaz is also on meta as a lastclick attribution model and it's going to overinflate the actual revenue that it is bringing in.

So instead, what you want to do is you want to look at your overall business's profitability. You want to look at all the ad spend that you run across all platforms, whether it's Meta, Google, Tik Tok, whatever it else it is that you've got running, and you want to blend that to get your MER, which is your total ad spend divided by your revenue. This is going to be a more realistic number of the overall profitability and efficiency of your ad spend.

Most people have heard about me and then they stop there and then quickly they get themselves into [music] a pickle because the next metric and the only one arguably that really matters in business is your net free cash flow. If you're looking at your rorowaz right or you're looking at your LTV and you're not factoring in your overheads, your contribution margins, your inventory, all of these other additional things, you create what we call a cash trough because the day that you spend the money is not the day that it comes back in.

If it's lead genen, it's even a longer feedback window. You might be generating a lead right now that only buys in a month, two months, 3 months, maybe even 6 months. And even if they do buy in the first month and you only liquidate that ad spent after months and months and months, then you have all that cash [music] in a trough that you have created that you have to pay. So instead, the thing that you want to be optimizing for is that super sweet cash flow.

The way that we do that is by keeping an eye on that. How much is the cash collected? What is the day one rorowaz? What are we doing in our funnels and in our sales process to bring as much of that cash collected up in advance? Do not get lost in the source. So you can kind of keep your eye on what the cash flow is and how much it takes you to not only break even, but then start making money off every customer that you acquire.

And so this is what I recommend that you do is that you stop this video right now. You call your accountant and you book an in-person meeting and you tell them, "I want to really understand my [music] numbers intimately. I'm trying to figure out what is the total maximum CAC, the maximum customer acquisition cost that I can spend [music] to get a customer to come into my business and still be profitable in 30 days, in 60 days, in 90 days, and in [music] 180 days." And you want to get very, very clear on what that looks like. your payroll, your contribution margins, your overhead, so you realistically understand all the fees that are associated to run your business and to acquire [music] a customer.

Because it's all well and good when you're at like a,000 bucks a day on ad spend. When you start to crank that sucker up to $100,000 per day, these numbers extrapolate and it can get very dangerous very quickly. And the only way to make it not dangerous is [music] to intimately understand your numbers and to have the data. The more data that you have, the more concrete your numbers, the more confidence that you have as a founder and you can move with speed and you can spend more to acquire customers cuz you know without a shadow of a doubt what those numbers are.

You need to feel them. You need to smell these numbers and you need to intimately understand them. Now, this next point is the thing that I see that holds more founders back than anything [music] else when it comes to scaling their business. They're running their ads, they're working, things are looking good. Then they try to spend more and the rorowaz dips and they say, "Oo, I guess I better not spend more money." And typically they have remained on that level of ad spend for months, if not years.

But what they don't realize is that you can't pay anyone with rorowaz. You can't buy a house. You can't buy business class flights. You can't do nada. What you can do it is is with net cash. I don't care if you're at an 8 rorowaz and you need to go down to a 3.5, but you can go from spending a,000 bucks a day to $100,000 a day. Yes, the overall rorowaz percentage and the efficiency of every dollar goes down, but the amount of net cash that your business sucks in every month is infinitely more because you're spending 10 grand per month and you're getting a 15 rorowaz.

That means at the end of the month you got 150k in the bank account. Now, let's say that you're spending a h 100red grand at a five rorowaz. You're making $500,000 per month because that is a $350,000 difference. It's very [music] obvious the scenario that you want, but this isn't a setand forget exercise. So, what I want you to do right now is to create a reoccurring meeting with yourself, ideally with your accountant once a month where you sit down for an entire three-hour block and you run through your numbers.

You're going through Shopify, your accounting software, your lead tracking software. You're looking at your P&L. You're looking at your monthly financial statements, and you yourself are verifying these things. I have been doing this exercise for over 10 years, and I can tell you right now that there is nothing else that I do in my business that adds more value to the momentum of the growth in the business. [music] Because the more that I understand the numbers and how much a lead is worth to me and how much I'm spending to acquire them and all that kind of jazz, the more confidence that it gives me so that when I have a meeting with my media buyers or I'm looking at the ad account, I don't care.

I can spend as much as I humanly possibly can cuz I have so much certainty around my numbers. And this is everything that I wish I knew when I was just getting started. I have paid [music] for these mistakes in full. to follow everything that I've given you step by step. And I assure that you will make it to where I am a hell of a lot quicker with a hell of a lot less heartache than I have experienced. But I'm not done.

I have a gift to give you. I have included a link to my $7.8 billion meta ads playbook. It is a highfidelity PDF that you can take. It has all the learnings of everything that I've covered in this video and you can download it and keep it for easy reference. You can find the link to that on the link in the description below. And if you liked this video and you want to take things one step further, then you are going to love this video that I put together on how to become disgustingly good at digital marketing.

Like, subscribe, and I'll see you in the next one.