There's not a formula for ads. There's a lot of questions that go into this, and that's totally okay. But the key thing that I really really stress to anyone who ever asked me about ads is you cannot advertise your way out of a shitty strategy.

I think this is something that some people are surprised to hear me say, because we offer ad management in the agency. But the truth is, if you are running ads and you're putting budget behind ads, and everything else about your strategy, everything else about your purchase funnel is crap — those ads are not going to be as successful as they should be. They're not going to perform as they should for you.

Ads are fantastic for people with group programs, memberships, courses, or digital products. We really look at how big is your existing audience and whether we can leverage your existing audience on social media or your existing customer base or your existing email list for our ads. Can we do that by retargeting those people or creating lookalike audiences based on those people?

getting super clear on your goals for ads and your budget for ads is really important because if you don't have a super established audience, that doesn't mean you can't run ads, that doesn't mean they're not going to work for you, but it's going to take a little bit longer.