Evan Seech | Ads & Funnels

When your ads fatigued, DON’T go back to the drawing board. A lot of you panic and start over with completely new hooks and completely new angles. That is the WRONG move. When we creative refresh, 80% of the new ads are iterations of what already worked. The other 20% are wild stabs. Because Meta already TOLD you what converts. The winners are right there in your ad set. (1) Same hook + new environment (2) Same angle + pain-based variation (3) Same message + different format like selfie or whiteboard or split screen (4) Case study version of the winning hook Build on proof.

A client came to me spending $300/day on ads with zero idea if he was making money. Had a genuinely good offer who had been running ads for months. But when I asked him "what's your break-even cost per booked call?" he had no answer. So I built him a spreadsheet in about 30 minutes. (1) His average deal size: $10,000 (2) His close rate on calls: 20% (3) Each closed deal requires about 5 calls (4) Break-even cost per call: $2,000 He was paying $2,400 per call. Every single call he booked was losing him money. He'd been doing this for MONTHS without knowing it. Once we had the actual number in front of us, the fix was obvious. We cut every ad set above $2,000 per call and reallocated budget to the two campaigns that were actually under threshold. Went from losing $6,000 a month to profitable in 2 weeks. TL;DR: Know your numbers.

Lmfaoooo @_agarner trolling our dang editors out here

If your cost per result has been climbing for 4-5 days straight while your volume is dropping... It does NOT get better from here. Only worse. A lot of you see this and think "let me tweak the targeting" or "maybe I should adjust the budget." No. Your creatives are DEAD. Meta ran them into the ground and kept showing the same ads to the same people until there was nobody left to convert. You need a creative refresh. → Duplicate the campaign → Kill the old one → Launch new ads. But people really screw up when their ads never scaled in the first place. They got bad results from day one and called it "fatigue." Fatigue means something WORKED and then died. If it never worked, it just sucked.

@iblamejulius bro that looks fire lol

In Bali for a month or so, any degens here in the Cangu area?

People ask "will ads work for my niche?" Brother. I've run ads to family offices and I've run ads for restaurants. Real estate funds, SaaS, coaching, info products, brick and mortar gyms.... even roofers who only take insurance jobs and use a specific software for writing estimates. Our portfolio-wide average is 2.45x ROAS in the first 30 days. After day 30, we're hitting 3x and above. So trust me when I tell you… Your prospect is on Meta. There are 3 BILLION users. All roads lead back to skill issue.

"Attention coaches, consultants, and agency owners." Congrats, you just told every single person scrolling that this is an ad. And they kept scrolling. Direct callout hooks sound smart in theory. You're "targeting" your audience in the copy. But Meta already does the targeting. You don't need to announce it. Speak to a pain point or desire that your ideal client is FEELING right now. "I spent $10K on ads last month and booked 4 calls" hits harder than "attention business owners who run ads." Context > callouts.

I’ll tell you exactly why our show rates CRUSH the industry average. (~70-80%) Prospect books a call. LAYER 1: They hit a confirmation page with 10-15 videos answering every objection before the call. LAYER 2: Backend emails. Case studies, SOPs, FAQs. Pre-framing them before they show up. LAYER 3: Content remarketing. Load them into a custom audience. Serve organic content in their feed. No CTAs. LAYER 4: Setters reach out manually. Send assets. Answer questions. Be useful. LAYER 5: For high-ticket, founder group chat on iMessage. Prospect, closer, founder. Instant credibility. 5 layers between booking and showing. This is what it takes.

You don't need to close a $6K retainer on the first call. We run an Intro to Continuity model for some clients. $1,997 intro engagement. Then 30% of those clients ascend into a $3,500/month retainer. The math: - 10 intro deals a month = $19,970 - 3 ascend to retainer = $10,500/month recurring - By month 4, your retainer stack is printing $30K+ monthly without a single new deal You don't need to force big tickets day one. Let the back end do the work.

If a client gives you even the slightest amount of bad energy early on. SEND THE MONEY BACK AND SAVE YOURSELF. I've been doing this much more lately. Turning down clients who don't hit my bar. A bad-fit client at $3K/month actually COSTS you money when you factor in the management time and the inevitable churn. Meanwhile a $10K+ client who trusts you stays for 12+ months and becomes a case study you can build on for years. I've seen it over and over across 305+ funnels. The $3K clients consistently require the most management time while delivering the worst retention. Low prices equal low commitment on both ends of the deal.

@collin_ruth89 Guy in my gym legit just screams and organizes the whole gym every morning And just like cusses people out as he does it Diabolical How does a human do that

@evanseech What happened this time?

The way some people behave is wild Like I just think to myself routinely… “I would never fucking do some shit like that” I am amazed by the human race

Week 1: 4x ROAS. Week 2: 3.5x ROAS. Week 3: 2.8x ROAS. Week 4: 1.9x ROAS. Week 5: 0.8x ROAS. That is ad fatigue. Same audience seeing the same thing until it stops registering. Think of it like a billboard on a highway. First time you drive by, you notice it. Second time, maybe. Third time, it doesn't exist to you. New design on that billboard? You look again. Same offer. But a different creative. That is creative refresh. And it is 90% of scaling.

You don't always need to spend more on ads to hit your MRR goal. We ran a calculation for a client trying to go from $100K to $200K MRR. First pass said he needed an extra $12,000/month in ad spend. We tweaked two metrics: 1) improved close rate by 5% 2) reduced cost per call by $20. New number: $4,630. Saved him $7,370 per month by fixing the funnel instead of throwing more money at it. The numbers are ALWAYS the answer.

You don’t always need to ‘feel comfortable’ when ramming ad spend. It should sting a little. Recently, One of our clients hit a 2x ROAS on cold traffic in their first few months running ads. 2 weeks before, they weren’t entirely sure things were going to work out. They'd been growing off organic social and referrals, but some months were great and others brought absolutely nothing. So, we: 1) Built the entire funnel from scratch, custom-branded and responsive with all copy and tech handled on my end. 2) Developed their ad creative strategy so all they had to do was film, which took about a day and a half. 3) Ran everything through our front-end offer process to make sure the economics made sense before I spent a dollar. The first 2 weeks were nerve-wracking as HELL for them.... …because the pixel needs time to learn. But once it broke through, it started printing. Now they're doing 2x ROAS on cash collected on the front end. Their LTV per client starts at $50K. And goes up to multi-six figures. You do the math. Patience + balls = $$$ (link in the comments to the full case study 👇)

We flew out to Florida last weekend for an Ads and Funnels event in Tampa. Soaked up as much as @evanseech would give us! Have you worked with Evan or his company? So knowledgeable. We’ve got automations down, operations organized, team is killing it. Marketing is the bottleneck. We’re at the point where my team does the day to day building/management of automations which freed me up to focus on sales and marketing. Excited to implement what we learned!

@_dobylanete BEASTTT appreciate you Yall are savages too Freaking dialed in the CRM

@FarmerNash_ Somehow emerged onto here

@evanseech She must be from LinkedIn

Me: Posts a tweet saying that we don’t let people in our coaching group that are lazy and idiotic (because they will get 0 results and burn their money) Her: You’re Andrew Tate I can’t with twitter 💀 Why tf would I ever let someone in who I KNOW will not do work, fight the system, be a tweaker, and won’t get results?

@MichaelRathman7 @batesbn

@evanseech @batesbn #Awardwinningcontent

It’s funny because we ACTIVELY repel people from our group lol If you are a freak Lazy Weird Don’t have the balls to take risks Or all of the above We legit will laugh, say good luck, and send you on your way Even if you can pay us the $ I love to protect the morale and environment One lazy idiot can spoil it all