TOTAL AMOUNT OF CLIENT AD TOTAL # OF AD FUNNELS OUR

SPEND OUR TEAM MANAGED TEAM MANAGED LAST MONTH:

LAST MONTH: 47
$291,407.93

TOTAL BANKED REVENUE ADDITIONAL BOOKED REVENUE

$620,943.43 $194,544.05

TOTAL ROI ACROSS ALL CLIENTS

(We determined this number each month
by dividing the agencies total ad spend
by the total revenue we generated our
clients)
179.84%

1: Banked vs. Booked

Hirsh Tip #
his
s h a v e “i n the bank”. T
nt bank
enue our clie ly into their
Banked: Rev sit e d d ir e c t
hat is depo
is revenue t accounts.
his
h a v e “o n t he books”. T
nts x.
enue our clie see in future months (e
Booked: Rev w il l
hat clients ayment plan
)!
is revenue t mb e r sh ip o r p
monthly me
 Hirsh Tip #2
: Average cos
optin is betw t per lead (CP
een $1-2. Th L) for an
well under ou is ad was per
r goal of $1.5 fo rming
0 per lead!

Top Performing Ad: Lead Generation

Ad Type: Optin
Cost Per Lead: $0.56
Industry: Fitness

Goal
The goal with this ad was to grow their list with
new leads to retarget into their membership.

Why it worked
This ad performed well because we used a
candid graphic that looked very natural in the
newsfeed. It’s important to always test graphics
with and without text in them so you can
compare what converts better for your
audience.

We got several versions of copy from our ads

team with different messaging angles and were
able to hone in on what converted best,
bringing the cost per lead down to under $1.

This copy specifically connects to the audience

using some small humor but then also telling a
story behind the influencer and their own
weight loss journey.

The biggest key between the copy and the

images is that this ad doesn’t look like a blaring
ad and instead connects with Michelle’s
audience.
 Hirsh Tip #3
: Th
webinar is $5 e average CPL for a
-$8 so we wer
goal here! e well under ou
r

Top Performing Ad: Webinar

Ad Type: Webinar
Cost Per Lead: $3.58
Industry: Finance

Goal
The goal with this ad was to get people to
sign up for the Free Webinar that sells a $997
product.

Why it worked
This ad worked because the text on the image
highlighted the "aspirations" of many people.

Hirsh Marketing has worked with Credit

Repair Cloud for almost two years now and
we’ve done a lot of work to refine who their
ideal customer is.

Consistently testing new messaging angles

that really speak to their ideal customer help
us keep the webinar cost per registration
down even when scaling the ads.

We typically get new copy / creative every 2-4

weeks for these ads to keep things fresh and
converting.

We’ve also tested several images and images

of Daniel, the face of the brand, convert
better across the board. This image is simple
but really pops out both with Daniel and the
color in the image itself.
 Hirsh Tip #4
: An ideal cos
SLO funnel is t per purchase
to break even (CP
were under th on the produc P) for a
at goal which t price. We
funnel more p hel
rofitable with ped make the entire
upsells.

Top Performing Ads: Sales

Ad Type: Sales Ad
Sales Cost Per Purchase: $18.19
Product Price: $27.00
Industry: Digital Content

Goal
The goal for this ad was to grow Gemma’s
list and audience with high-quality
customers that purchase a self liquidating
offer (SLO) and upsell into her additional
offers.

Why it worked
Gemma has been a Hirsh Marketing client
for almost two years and she slays on
Instagram. This ad was specifically designed
for IG stories because we know historically
that is where she converts the best.

In the small amount of design space we

have we have highlighted both Gemma
herself and the benefits of the product itself.
It’s simple and very effective.

Our targeting for this ad is also a mix of

warm and cold but our goal is to continually
break even with the first product and make
money on the upsells. This brings in profit
but also very qualified leads.
Top Performing Ads: Sales Retargeting

Ad Type: Sales Retargeting

Cost Per Purchase: $84.28
Product Price: $282.00
Industry: Fitness

Goal
The goal with this ad was to retarget existing
members and/or warm audiences into
joining the membership & paying for a full
year.

Why it worked
It worked well because the ad utilizes TLE
branding in the image & also highlight the
best elements of the offer while being very
clear with the action we want the lead to
take.

The brief copy gets right to the point of

highlighting the offer and gives them 2
opportunities to click the link in the copy.

This campaign produced a lot of profit for

this client because of the strategic
retargeting to qualified leads and buyers to
the highest purchase price in their
memberhsip.
What Worked Well Last Month
Using Podcast Visibility Ads For Retargeting
We’re consistently seeing that the most successful clients and campaigns are the ones that put an
emphasis on their brand awareness and visibility ads. This means using content such as podcast
episodes or videos to target cold traffic and then retargeting people who consume that content
down the funnel to the next step.

For most of our clients who have a podcast we’ve been picking out specific episodes that speak to
the ideal customer they are trying to attract and running “landing page view” ads to the podcast
episode page on their website. This allows us to create a retargeting audience for the next steps in
their funnel.

We’ve seen amazing cost per landing page view - as low as 30 cents! - with these campaigns and
then see even better results as the lead moves down the funnel. This allows us to have a cheaper
cost per lead / registration in most cases, sometimes cutting the lead cost in half! But even more
importantly, it’s a more qualified and primed lead since they’ve already had a touchpoint with the
brand.

Placing Links Higher Up In The Ad Copy

We’ve been testing ad copy with the link to the destination we’re sending people (webinar page,
sales page, etc.) in the top 3rd of the ad body copy. This has consistently resulted in a lower cost per
click / lead and is something we will continue to implement and recommend is tested in most cases..

Layered/Narrowed Audience Targeting

Our team has been testing using layered/narrowed audiences to drastically decrease lead costs. This
is especially helpful when you have an audience that is very saturated such as a major influencer that
many people target.

Some examples of how this could look is if the audience you’re trying to target are online business
owners you could targe an influencer such as “Gary Vaynerchuk” and then put in an and factor of
“Facebook Page Admin” to make sure the audience owns a business page and therefore has a
higher chance of being your target audience.

Flashing Images & Moving Text In Your Ad Creative

We’ve had great success using innovative creative such as an image with a flashing color or moving
text. We continually take a top converting ad image and have our design team create a few variations
so that we can refresh the creative with something new but already proven to convert.

Here is an example of an ad we ran for Hirsh Marketing that saw great results using this type of
creative.
Introduction From Emily:
Allison Ball is a new client of Hirsh Marketing’s and we love working with her because of her trust
in our process and willingness to implement our suggestions. Allison helps producers of
packaged food products (CPG brands) get onto retail shelves and successfully sell/market their
products once they’re in stores through her online Retail Ready course (B2B).

Before coming to work with Hirsh, Allison had built up her funnel and business through organic
marketing and was ready to take it to the next level. We always love a funnel and product that is
proven and ready to scale!

Allison has an amazing niche and is extremely committed to her content and audience, which
makes our jobs so much easier! Allison is great at implementing funnel changes we recommend
and trusting us with our process and testing to improve cost per lead as well as overall funnel
performance.

We chose to highlight Allison because not only did she crush her return on ad spend goal in her
first two months running ads but it’s always great to see a strategy start to take off when the team
stays focused on updating and improving the strategy until it’s converting.. It’s been amazing
watching The Hirsh Process unfold with her over the last 60 days and we are looking forward to
moving into scaling the ads even more.
 RETURN ON AD SPEND
168.49%

The Story

We started Allison’s strategy with an opt in that then led to a webinar and sold her
$1497 course on the webinar. This meant that leads were only targeted with the
webinar after they had gone through the opt in and they were only targeted with the
offer if they had gone through the webinar. We saw a great cost per lead from
running cold traffic to the opt in and only warm traffic to the webinar.

However, it was really hard for us to tell where the most qualified leads were
coming from that were actually purchasing the offer because the data was mixed
between the opt in and webinar.

We recommended splitting the funnels so we could test traffic both direct to the opt
in and direct to the webinar so we could see what was producing the most sales
which would allow us to tighten our return on ad spend. We started running cold
traffic to both her webinar and her opt in and have been monitoring to see which
funnel path will get us the best return on ad spend.

In the first few weeks of running Allison’s ads we were able to cut her cost per lead
down 3x by getting very specific with her targeting. We found that in this niche
different combinations of layered interests seemed to work best and produce the
best quality leads at the best cost. We also made sure to build up a solid warm
audience using high quality engagement content. Allison recorded engaging
Facebook lives with tips and common mistakes that food retailers make which we
promoted to build a quality video view audience.
.
 TOP
PERFORMING WEBINAR
AD WITH A $3.30 COST
PER REGISTRATION!

Campaign Key Takeaways

1. Continue To Test Targeting Until It Converts. When

we started running traffic to these funnels the cost per
lead was extremely high. This is a very niche audience
and it took us some trial and error to test various
targeting and get the cost per lead down under $3,
which was our goal. When you first start ads if your cost
per lead is high it’s important not to get frustrated and
shut everything off but to continue testing until you’re
able to get it within your threshold.

2. Finding the best return on ad spend by honing in on

the funnel strategy that worked. We were able to get
cheap cost per leads to Allison’s opt in but wanted to
test out if we paid a little more for a webinar opt in but
they purchased her course, what would it do to our
overall return on ad spend. This proved to be successful
and it’s why tracking and monitoring all stats within a
funnel is very important.

3. Stock photos and lifestyle images performed better

than text images. Testing, testing, testing. With the
audiences, the ad copy, the images and the strategy we
tested everything. We found with Allison’s images that
her audience responded to lifestyle photos with no text
in them better than the ads with text.

4. Trusting the process of buying data. There were

many different elements of Allison’s strategy where we
tested something, shifted the strategy/targeting/creative
a bit and then re tested until it was working and hitting
our goals. This is crucial, especially with a funnel or ad
campaign that has never had traffic run to it.

TOP
PERFORMING OPT IN AD
WITH A $2.70 COST PER
LEAD!
EPISODE #148: VERY FEW
EPISODE #152: THE
ENTREPRENEURS ARE ABLE
PROBLEM WITH THE PAID
TO DO THIS
CHALLENGES FAD

EPISODE #149: NURTURING

EPISODE #153:
IN YOUR MARKETING
RETARGETING MISTAKES
YOU MAY NOT THINK ABOUT

EPISODE #150: STRATEGIES EPISODE #154: EMBRACING

FOR MARKETING LIVE BUSINESS CYCLES
EVENTS

EPISODE #151: ORGANIC OR EPISODE #155: HOW TO

PAID TRAFFIC? ENSURE YOUR ICA
CONNECTS WITH YOUR
OFFER