Evan Seech | Ads & Funnels

My team and I audit a few dozen ad accounts every week. (from $150/day → $5k/day) The no. 1 problem we’re seeing with clients running ads right now: TRUST. It is the most NECESSARY ingredient if you want strangers to hand you $15k+ from a FB Ad. E.g. Imagine someone selling day trading education online. You’re not trusting them with your money immediately. Not in today’s day and age. So if you’re in a niche where there’s distrust, there needs to be an IMMENSE amount of trust building and educating BEFORE the sales call. They're going to research you anyway. You may as well control that process.

I just filmed a 3 hour 45 minute Meta Ads training for 2026. (full course) This has everything I've ever learned after • Generating over $50M • Running ads for 7 years • Working with businesses in 20+ niches. And it’s going to help you overcome the 3 BIGGEST mistakes people are making with their Meta ads in 2026. (these show up in every single account we audit) 1. Generic messaging 2. Wrong conversion event 3. Zero pre-call nurture Thing is... They're EASY to fix when you know the system. And I compiled quite literally everything I know into this training. Inside: 1. Complete Andromeda creative strategy (how to build 25-40 diverse ads) 2. Bottleneck analysis framework to find what to fix & when 3. Pixel conditioning done right to get qualified leads only 4. Pre-call nurture system for 70%+ show rates 5. Campaign structures for EVERY budget Damn near 4 hours of pure sauce. If you want it: Comment "META" And I'll send the full course.

@ForkMeMaddie Enjoy door knocking g

Meta ads or Google ads? Here's how to decide: GOOGLE Run Google ads if a lot of people are going online and physically searching for your offer. E.g. If you're a plumbing company in Tampa, there are a ton of people typing in "emergency plumber near me" or "plumber near me Tampa." It makes more sense to capture the attention of users on Google because they're literally searching for your specific thing right now. In that case, Google ads make more sense. META Run Meta ads if the search volume on Google isn't that high. E.g. If you’re running: • A B2B service • An info product • A coaching program In that case, it makes sense to run Meta ads because you can create demand and generate interest around your specific product or service. Either way, if you have the budget, start with one that makes sense for your business... Then add and test another channel.

There are 5 things that make a front-end offer work with cold traffic: 1. LOW risk to the prospect, meaning a guarantee or risk reversal baked in 2. LOW time and energy investment on their end 3. It actually makes YOU money so you can fund the ad spend 4. Clear timeframe attached to a specific result 5. It attracts the SAME buyers who would purchase your core offer, just at way higher conversion rates We did this with cold email agency recently. He was trying to sell monthly retainer services through ads and barely getting calls. So we packaged his offer into a "90-Day Sprint" instead. - 10K-$15K for 90 days. - Conditional money-back guarantee. - Setup in 15 days, then launch and management for 75. - Unique angle: reach your entire TAM in 90 days via cold email. He started collecting MORE cash upfront than his old retainer model, which meant he could dump more into ads and scale faster. 70% of sprint clients rolled into continuous services after the sprint ended. The front-end offer you run ads to should SCREAM low risk, low time commitment, high payoff, and a clear deadline. On the sales call you can still sell people your core offer if they're a fit. The front-end just gets them in the door. If you're spending $200+/day on ads and still leading with your core offer on cold traffic, you're playing the hard game for NO reason.

I scaled past 100k/month because I made 2 non-negotiable decisions: 1. Ruthlessly track every single input 2. Be selfish with the 4-6 hours of my time daily These are easily the most significant decisions that helped me hit 6-figures very very fast. What that actually looks like: DECISION 1: Track every single input. I built a spreadsheet that tracked: • Dream 100s sent (daily) • Cold DMs sent (daily) • Calls booked, no-shows, and closed Literally every day. The spreadsheet held me accountable. If I wasn't hitting my numbers, I knew exactly why I wasn't growing. DECISION 2: Guard 4-6 hours like my life depended on it. Every morning, I block 4-6 hours on my calendar for "Attention Activities." Because the ONLY things that move my business forward and get attention from the marketplace were: • Filming ads • Making content • Building deliverables for prospects Etc. NOTHING else is allowed during this block. Most agency owners work 12-hour days but spend 10 hours IN the business (client work, delivery, meetings) and 2 hours ON the business (marketing, sales, outreach). I flipped that. 6 hours ON the business (attention activities). And everything else got compressed into the remaining time.

I can’t name a single business that used this system and didn’t: 1. Increase cold traffic close rates 2. Increase upfront cash collected 3. Increase show rates I see SO many problems between the booking and the call. A lot of prospects will research you, find negative info, lose interest, forget why they booked, etc. That's why most sales teams have HORRENDOUS show rates. So... I just put a document together showing you how to get people to show up on sales calls pre-framed, warm, and ready to buy. I didn’t hold anything back. Inside, you'll get: 1. Our automated nurture system 2. A manual outreach playbook 3. How to kill objections before any sales call 4. Pre-call outreach cadence across multiple channels 5. When to qualify prospects without triggering sales resistance 6. Confirmation page structure (plus 10-20 videos answering every FAQ and objection) This is pretty much our entire pre-call sales mastery system we use inside our agency. But I’m giving it away for FREE. Want access? Comment "SHOW" And I'll send it over. (must be following for DM) PS. RT this and I’ll ALSO send you the 40+ minute video breakdown I filmed that goes with the document.

The ENTIRE game of ads comes down to 3 things: 1. Knowing your numbers 2. Modeling it out 3. Scaling off data Every dollar you spend on ads without knowing your break-even cost per call, your minimum acceptable show rate, the close rate you need to hit, and your target average sale price... Is a COMPLETE gamble. No better than day trading. That said, here’s the exact model we build for every single client before launching… Plug in: - Ad spend - Cost per qualified call - Total calls - Show rate - Close rate - Average sales price (CASH COLLECTED in 30 days, NOT contract value) - Fulfillment cost percentage Then run scenarios. And where most people get this wrong, is they use contract value as "average sales price." If your offer is $10K but you're running payment plans and only collecting $4,500 to $5,000 on average in the first 30 days, that DRASTICALLY changes your profitability. Payment plans can be a big killer. Once the model is built, set black-and-white IF-THEN scaling rules BEFORE launching: Below 1x ROAS: Pull back spend 20% and run a bottleneck analysis. Between 1.5x and 2x: Scale spend by 10% every 3 to 4 days. Between 2x and 3x: Bump up 20% every 3 to 4 days. Above 3x: Push 30% increases every 3 to 4 days. These rules REMOVE emotion from the process. You just have to follow the model. For brand new accounts with an untrained pixel, let campaigns spend for 10 to 14 days before making any changes. Do NOT panic in the first 3 to 5 days because you're collecting data, not running a profitable campaign yet. Seasoned accounts can start evaluating by day 3 or 4. Also calculate NET ROAS, meaning after fulfillment costs. A 2x return on ad spend with 40% fulfillment costs is a very different business than 2x with 15% fulfillment costs, and most people never run this number.

Your VSL is too long. Most people make 20-minute VSLs because they think longer = more trust. Wrong. Your prospects are busy people spending MONEY. They don't want a Ted Talk. They want clarity.... and they want it fast. For B2B offers, 3-7 minutes is optimal. The first 2 minutes should contain 90% of everything the prospect needs to know. Hook: Explain the offer, who it's for, what you'll cover. Body: Introduce yourself, deliverables, case studies. CTA: Tell them to book a call. Bam.

One of our IC members was charging $10K a year. We told him to double it. If they still buy, double it again. Keep going until people stop buying. Because at the initial price point... he was wondering WHY clients didn't take it seriously and why renewals were flat,. But this is literally how pricing works. You attract the quality of client your price demands. → $10K pulls in tire-kickers who flake on renewals. → $25K pulls in people who actually use the service and come back. Price is a ceiling until someone stops buying.

"Do you have quarterly payment options?" NEVER say yes to that question. The second you frame your price as "quarterly," you've given them permission to think monthly. You say: "It's $15k. That's the engagement.’ If they ask to split it up, fine. Monthly is the fallback. Because when you lead with "quarterly payment plan," you sound like a glorified SaaS checkout page. Try this.

I’ve spent the last 7+ years of my life inside of a FB ads manager. EVERY single account (regardless of niche) hits the same wall eventually: 1. You find 1-3 winning creatives out of your initial batch of 25-30, ROAS is printing 2. You're bumping spend 10-30% every few days. 3. Then fatigue sets in over a 4-5 day stretch where costs creep up and volume drops. I don't scramble when this happens because I always have 30 reserve creatives ready in Google Drive before we even launch the first campaign. Once winners emerge, the next batch follows an 80/20 split: 80% of the batch: - iterations of winners, about 12 per winning creative - Refilm same script in a new location - Re-edit with different cuts - Selfie style version - Q&A format version - Educational whiteboard breakdown - Swap the hook entirely with a new one on the same body 20%: - 6 brand new angles pulled from sales calls and organic content that performed When the current batch fatigues, I swap in the reserves and restart the cycle. Steal this.

Meta literally just gave everyone a look behind the curtain of their new algorithm: "The biggest constraint on your Meta strategy is the constraints on your creative process." They also said Andromeda led to an 8% improvement in ad quality. They published articles explaining exactly how creative diversification works. They rolled out a creative similarity metric that penalizes advertisers running the same angles. They literally built the algorithm to reward diverse & individualized ads. They featured a brand doing 50 creatives a week as a success story. And most advertisers are STILL shooting the same person in the same room with 5 slightly different hooks. Meta quite literally just gave everyone the playbook. And you’re still in my DMs complaining. Smh.

The bar for advertising on Meta has been permanently altered. With Andromeda, Meta can now sift through 10,000x more ads at ANY given time. In other words: Your 3-5 new creatives per week are competing against an OCEAN of content the algorithm processes simultaneously. Meta is already rolling out a creative similarity metric. If your ads are too similar to each other, you get penalized with higher costs and worse results. Same hook with a different shirt in a different room doesn't count as a new ad anymore.

Every B2B offer has one ‘big idea’ that, if found... Will PERMANENTLY increase the performance of your ads from then on. Here’s how to find yours: STEP 1: Write your offer out in full. Dump every feature and benefit onto paper. Get it all out. STEP 2: Find the ONE sentence that makes a complete stranger go "oh, I get it." It's usually buried somewhere in your pitch. You've said it on a sales call or typed it in a Slack message. STEP 3: Build the entire ad around that sentence. The hook teases it and the problem section makes it urgent. The offer section delivers it. STEP 4: Cut everything that doesn't serve it. If a paragraph doesn't reinforce that one idea, it's dead weight and it needs to go. Bookmark this. And thank me later.

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5 catastrophic mistakes I see ppl make selling a done-for-you offer: 1. Spending half the pitch explaining why doing it yourself is hard. Your buyer already tried and failed so they know it's hard. Move on to the outcome. 2. Using "without them having to" as a crutch throughout the script. One sentence acknowledging the done-for-you aspect is enough and two is pushing it. Beyond that, you're signaling that you don't trust your own offer to stand on results alone. 3. Focusing on what they AVOID instead of what they GET. E.g: "Without having to film ads" VS "Qualified calls on your calendar". One removes a negative and the other delivers a tangible positive. 4. Treating done-for-you like the differentiator when every agency says it. Done-for-you is table stakes nowadays. The actual differentiator is what that system produces in terms of calls booked and revenue generated and the show rate it delivers. Say it once and move on. Then spend the rest of your pitch on results. The calls it books are the only pitch that matters.

Guy came to me frustrated with his close rate. Turns out every prospect was Googling him before the call and finding NOTHING. He was running B2B ads, booking calls with a decent offer and a decent funnel. But the close rate was embarrassing. I asked him what shows up when someone Googles his company name. No reviews whatsoever.. All he had was a scammy $7 Framer website that looked IDENTICAL to every other agency out there. In B2B there is a 100% chance that your prospect is going to Google you before the call. They're going to type your company name in and look for evidence that you're legit. If they find nothing or something negative, that call is dead before it starts. Doesn't matter if your sales team is elite. The prospect already made up their mind based on what Google showed them. WOM is still the most powerful form of marketing on the planet. Someone telling a friend to hire you closes faster than any ad ever will. Brand perception directly impacts your close rate and your cost per acquisition in ways nobody bothers to measure. Google your own company name right now. Whatever you see is what your prospect saw before they no-showed.

One of our student’s clients looked at his ad script and said: "did an 11-year-old write this?" That script is booking $5 million companies at $70 a call. 8 calls in 40 hours. Most ppl think sophisticated buyers need sophisticated language. So they write hooks full of jargon and complex explanations, and the prospect has to THINK about what you're offering. In reality, the second someone has to interpret your ad... you already lost them. The hook was basically: "do you want to know every financial metric in your business?" The prospect hears it, knows exactly what they're getting, (Revenue, profit margin, cash burn rate, cash flow, all in one dashboard) and either wants it or scrolls past. The dumber your copy looks, the smarter it actually is. $70 calls. Co-founder still mad lol.