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So far we've covered how to know when you're ready for sales ads, what is a self-liquidating offer, and how the goal is to build a list of buyers and hopefully break even. So if you've missed any of those, go back—it's the last three episodes.

But today's message is: if you've ever said, "my ads just aren't working," this one's for you. Because in most cases, it's not necessarily your ad. It's your funnel.

What Is Your Ad's Real Job?

It has one job, and that is to get the right person to see your offer. 

If people are clicking your ad, then Meta's doing its job. It found your audience, it got them curious enough to check you out. 

But what happens after the click? That's your funnel's territory. That's where the sale or the signup or the conversion either happens or dies.

How do you know what the problem actually is? Let's just break this down simply:

If no one is clicking → It's probably your ad. It's either your hook, your creative, something like that needs some work.

If they're clicking but not buying → It's your funnel. Something between the click and the checkout isn't landing. And there could be a lot of things in between.

If they buy your low ticket product but never take the next step → they never buy anything else from you. Then that's your nurture sequence or your follow-up that needs help.

 The data will tell you exactly where to look. 

What Actually Goes Wrong Inside a Funnel?

1. Too Many Steps
2.  An Unclear Offer
3. No Urgency or Next Step

What Do You Do to Fix It?

Simplify and Guide.

Every page, every step needs guidance for the next thing. 

The Good News

If your ads are getting clicks, that means your front door works. People are interested. You don't need a new strategy. 

You just need to fix what's happening after the click.

Key Takeaways

✅ Your ad's job is to get the right person to see your offer

 ✅ If people are clicking, Meta is doing its job

 ✅ Your ad is the invitation, your funnel is the party 

✅ Follow the data to know what's broken:

 ✅ Every page needs to direct people to the next action—don't distract, direct

 ✅ Focus on metrics and data, not emotions

Want an SLO Funnel?

Apply Here: Six Week Ad Intensive SLO Funnel Build. 

We do all of it together. Apply

Not Sure If You're Ready?

If you're thinking you're not even ready for sales ads yet, take my Ad Readiness Quiz. It's in the show notes. It's free, takes five minutes, and it will show you exactly what to start working on.

Link to Ad Readiness Quiz

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Website: stacycovitz.com

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Hey friends! So last week I threw a LOT of numbers at you in part two of the SLO funnel series, and if your brain kind of glazed over? You're not alone, and honestly, same.

Today we're slowing it ALL the way down and making sure this one piece actually clicks. Because once you understand this, you will never look at ad spend the same way again.

The Goal Isn't What You Think It Is

Here's the thing: The goal of the SLO funnel isn't to profit on a $20 product.

That would be great though, right? But that's not what we're doing here.

The goal is to build a list of buyers—people who've already said yes with their money—and ideally, you're going to break even doing it.

If your ad brings in customers for free? You've already won. You're creating a list of warm, proven buyers you can invite into your higher-priced programs later.

Let's Make the Math Make Sense (It Really Isn't Hard)

Okay, deep breath. Here we go.

Let's say you spend $100 on ads.

• Your product is $20
• You sell 5 of them
• That equals $100

You made $100. You spent $100. You broke even.

You didn't lose money—you bought yourself five buyers.

But Wait, It Gets Better

Now, if a couple of those people add on a complimentary product (maybe a template or a quick training that helps them achieve their goal faster), you've now made MORE than you spent.

Let's say that additional product was $37 and two people grabbed it.

• $37 × 2 = $74 extra
• Your total revenue = $174
• Your ad spend = $100

Your average purchase just jumped from $20 to $34.

And THAT'S the number I was talking about a few episodes ago—your average order value (or average customer purchase value, same thing).

How Do You Find Your Average Order Value?

Here's the formula:

Add up your sales ÷ Number of buyers = Average Order Value

In our example: $174 ÷ 5 buyers = $34 average order value

If you've never sold anything in your business before, you won't know this number yet. But if you've been selling products or services for a while, you can go back and calculate it.

Why This Number Matters

Now that your average purchase is $34, you can afford to spend more on ads and still come out ahead. That's how you start scaling.

The Mindset Shift You Need to Make

Here's where many people get tripped up: they think, "If I'm not doubling my money right away, it's not working."

But that's not how ads work, especially with SLOs.

Breaking even on your ad spend is buying you buyers instead of freebie seekers.

And every buyer on your list is more likely to purchase your other products—and even your higher-ticket products—later. That's what this funnel is designed to do: fund your growth while creating customers who are already warmed up for your next offer.

What If You're Close to Break Even?

If you're running an SLO and you're close to break even, don't freak out. That's actually the goal.

You can test small tweaks:

• Add a mini bonus that raises the purchase value
• Adjust the price a bit
• Tighten how i

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Welcome to the world of advertising where your campaigns can not only pay for themselves but also drive meaningful sales.

Understanding Self-Liquidating Offers  
At the heart of effective advertising lies the Self-Liquidating Offer, a strategy designed to recover your ad costs while simultaneously generating sales. 

I define an SLO as a low-cost, high-value product that helps businesses cover their ad expenses. For instance, consider selling a $17 guide or a $27 mini-course. 

If you invest $100 in ads and sell five $20 products, your ads have effectively paid for themselves. However, breaking even is merely the starting point; the real goal is to use these initial sales to lead customers to higher-priced offerings.

The SLO Funnel Explained  
The primary function of an SLO funnel is not just to recoup ad spend but to attract potential buyers who are eager to solve their problems. 

Once a customer purchases the initial product, it’s essential to gently guide them toward the next logical step in their journey. 

For example, if you sell a $20 playbook that helps customers craft their first ad, you could offer a bonus mini-training session for $37 during the checkout process. This approach not only enhances the customer experience but also increases the average purchase value.

Calculating Success with SLOs  
Let’s break down the numbers to illustrate how SLOs can be lucrative. Imagine spending $100 on ads, resulting in five sales of your $20 playbook. 

You’ve recovered your ad costs, but here’s the magic, two of those buyers also purchase the $37 training. 

This brings your total revenue to $174, increasing your average purchase value per customer from $20 to $34. This simple yet effective strategy allows you to spend more on ads while remaining profitable.

Key Components of a Successful SLO  
To implement a successful SLO funnel, keep the following principles in mind:  

• 1. Create a small product that addresses a specific problem.  
• 2. Develop a natural follow-up offer that complements the initial purchase.  
• 3. Ensure a clear path from the mini-offer to your primary program or service.  
• 4. Avoid complicating your funnel with unnecessary upsells; focus on one main offer and one follow-up offer.

Getting Started with Your SLO  

If you’re feeling overwhelmed and unsure about what your SLO or follow-up offer should be, don’t worry. 

I offer a six-week ad intensive SLO funnel build program where you work with me to collaborate. We  design your offers, map out your funnels, and create your ads without guesswork. 

Before signing up for this, I recommend taking the free ad readiness quiz to assess whether your business is prepared for this sales strategy.

Takeaways 
In summary, mastering the Self-Liquidating Offer funnel can significantly enhance your advertising strategy by turning ad costs into profits. 

Focus on creating valuable, low-cost products that lead to higher-priced offerings, and maintain a clear and straightforward sales process. 

With the right approach, you can build a sustai

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Today we're kicking off a new mini-series called the SLO Funnel Fix. I'm going to walk you through building small, smart sales campaigns that can actually pay for themselves.

And just to be clear from the jump: we're not talking about the low cost awareness ads that I'm always harping on—the $5 a day brand awareness that anyone can start with. This is specifically about sales campaigns designed to sell something, and what you need in place before you spend any money on them.

The Big Mistake I See All the Time
people launching sales ads hoping they'll fix everything magically. They think, "If I run ads to whatever I just created, people will buy."

But unfortunately, ads don't fix a weak offer. They just amplify what's already there.

So if your offer isn't clear, or your price doesn't make sense, your value isn't proven, or your checkout is confusing, whatever the case may be, ads will just show the world the confusion faster.

I've Been There Too 

If this sounds familiar, you're not alone. I've been there. I once launched an offer that felt solid in my head because I thought it was great. I didn't test it. And it was easy for me to blame the ads when really it was the offer, because I hadn't even tried to sell it organically or test it.

What Does It Actually Mean to Be Ad Ready?
Let's go over it with a few points:

• ✓ You've sold the offer already - Even if it's just a few times without ads. Maybe to your mailing list or organically, someone in one of your masterminds or groups.
• ✓ You know exactly who you help and the problem that you're solving - This clarity is non-negotiable.
• ✓ Your landing page or checkout link works - Everything works and it converts.
• ✓ You've done the math - Which means you know how much you could actually spend on ads because you know how much each customer is worth, what their monetary value is throughout the year. You know that number.

If you could check most of these off, you're probably ready to layer in some paid sales ads. 

And if not? That's okay. It just means you're in the offer validation phase and you're right where I'm always talking, those low cost brand awareness ads. 

And that's what you should be doing in my opinion.

What Happens When You Skip Being Ready?

Well, when people skip being ready:

• They don't get what they want, they don't sell anything
• They blame the algorithm instead of the strategy
• They lose money

So the bottom line is running a sales campaign before your offer is proven? 

It's like turning up the volume on a song that you haven't finished writing. It just gets louder, not better.

Here's the Good News
Getting ad ready doesn't take months. It just takes clarity.

Take Ad Readiness Quiz and get the clarity if it's time to spend money on ads, or if you have a bit of readiness work to do. 

Coming up next week: What is an SLO Funnel?

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In this episode of MetaAds Quick Tips, Stacy Covitz discusses common mistakes in evaluating ad performance, emphasizing the importance of patience and proper data analysis. 

She highlights that many people prematurely judge their offers without sufficient reach or impressions. 

The episode also includes a giveaway announcement for a strategy session, showcasing listener engagement and appreciation.🥳🥳🥳🥳

• Thinking your ad isn't working may be premature.
• Check your ad reach and impressions before judging.
• Patience is key in evaluating ad performance.
• The algorithm needs time to optimize.
• Don't turn off ads without sufficient data.
• A small additional budget can lead to success.
• Keep a positive mindset during ad testing.

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In this episode of the Facebook Ads Quick Tip Podcast, Stacy Covitz discusses the special categories in Meta Ads Manager that affect advertising strategies for businesses in housing, employment, credit, and politics. She explains the importance of understanding these categories to avoid discrimination and ensure compliance with Meta's advertising policies. The episode provides insights into how to navigate these categories effectively, including real-world examples and strategies for successful advertising within these constraints.

Takeaways

• If your business falls into a special category, rules change.
• Meta has to put guardrails in place for legal reasons.
• Your targeting and strategy will need to adapt.
• You can't target by age, gender, or zip code in special categories.
• Your creative and messaging become more critical.
• Warming up your audience is essential for success.
• You may need more content before running ads.
• Expect longer ad review times in special categories.

Consulting with a Meta ads strategist can help you navigate these challenges.

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Mentioned in this episode: 

Black Friday Bundle

There are over 100 free gifts and so many incredible women chatting away! 

Come say hi- I'll be hanging out in there. 

Today I answered the question from a listener who sent Fanmail! (that's what it's called, I'm not saying "look at me I have fan mail"

She was wanting advice about Ad manager pop up warning that her audience wasn't large enough at 100,000. 

I told her phooey. They're always popping up telling me stuff that is just silly. Their intentions are probably good in that maybe a bot is saying "hey- you should really go broad for better results" not understanding the entire picture. 

If you have questions go ahead and click on the Link above that says "ask me a question"  I'm always happy to help you out! 

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Summary

In this episode, Stacy Covitz discusses the implications of Meta's recent revelations about revenue loss due to fraudulent ads, which has led to stricter ad policies affecting legitimate businesses. She explores the common topics that get flagged in advertising on Meta, including health, beauty, personal transformation, and financial claims. The conversation emphasizes the challenges business owners face in navigating these restrictions and offers strategies for creating compliant ads without diluting their message.

Takeaways

• 10% of Meta's revenue is impacted by ad scams.
• Meta's ad policies are cautious due to fraud.
• Health and wellness ads are frequently flagged.
• Personal transformation topics can trigger ad restrictions.
• Income claims in ads are heavily scrutinized by Meta.
• Bots misinterpret ad content, leading to unnecessary flags.
• Using general language can help avoid ad restrictions.
• Meta's system aims to protect users but can over-correct.
• Understanding Meta's ad categories is crucial for compliance.

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In this conversation, Stacy Covitz discusses the importance of being prepared for business growth. She emphasizes that while wanting more clients is natural, business owners must ensure they have the necessary systems and bandwidth to handle that growth. The conversation highlights the potential pitfalls of seeking growth without adequate preparation, particularly in relation to marketing efforts like advertising.


Takeaways

• Wanting more growth is normal, but being ready for it?
• Ads will shine a nice big bright spotlight on every single crack.
• If your business isn't ready for the growth, it will magnify problems.
• Having systems in place is crucial for managing new clients.
• Growth can expose weaknesses in your business.
• Preparation is key to sustainable growth.
• Understanding your capacity is essential for success. 

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In this episode, Stacy Covitz discusses the pervasive presence of AI in our daily lives and its implications for businesses. 

She emphasizes the importance of authenticity in marketing, especially in a time when trust in online content is waning. 

Covitz shares her personal experiences with AI, highlighting its benefits while also cautioning against over-reliance on it. The conversation encourages listeners to balance the efficiency of AI with genuine human connection in their content creation.

(mostly written with AI-haha)

Takeaways

• AI is not just a trend; it's an integral part of our lives.
• Using AI can help overcome creative blocks and enhance productivity.
• There is a growing fatigue and skepticism towards AI-generated content.
• Authenticity is crucial in building trust with audiences.
• Real images and personal stories resonate more than polished, AI-generated visuals.
• Testing different types of content can reveal what works best for engagement.
• AI should complement, not replace, human creativity and authenticity.
• Vulnerability and realness in marketing can lead to better connections.
• It's important to review AI-generated content to ensure it reflects your voice.
• Maintaining a human touch in digital marketing is essential for success.

Chapters

00:00  AI in Our Lives

02:09 The Benefits of AI in Business

04:51 The Importance of Authenticity in a Trust Deficit

07:43 Balancing AI Use with Human Touch

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