How Alvaro Doubled Jessica Berk’sClick-Through-Rate, Cut Cost-Per-Lead by Half, and SkyrocketedReturn-On-Ad-Spend by 71%
Jessica Berk is a sleep coach who helps exhausted parents get theirtoddlers to sleep through the night. In 2021, she started runningFacebook ads for her course, Awesome Little Sleepers.
After cycling through a number of adsmanagers and agencies, she found herselfrepeatedly facing disappointing results. Like:
A low click-through rate (CTR) of 0.5%
A .79 return-on-ad-spend (ROAS)
A high cost-per-lead (CPL) of $10-12
No tracking that showed which audiences or ads generated sales, so no way oof knowing what was ultimately bringing in money and what was wasting money
After cycling through a number of ads managers and agencies, she found herself repeatedly facing disappointing results.
Even worse, Jessica only made a profit when she ran a sale, which was about four times a year. The other eight months, she was losing money.
“It felt like a big waste of time, in addition to abig waste of money,” Jessica described.
Jessica decided she had to try a different agency. In January 2023, after consulting with Paid Ads Strategist Alvaro Berrios, Jessica asked him to take over her ads.
One by one, Jessica’s problems were knocked out of the park
Low CTR, Low ROAS, High CPL
Very few parents were clicking on Jessica’s ads. She knew her program could help make their nights much easier, but her ads weren’t resonating. To figure out why, Alvaro and his team conducted “Message Isolation Testing.”
Message Isolation Testing uncovered which pain points and benefits hit these tired parents right between the eyes…and which ones fell flat. Here’s how it’s done:
1. Zeroing in on the most common, mostintensely felt pain points these parentsexperience. Alvaro’s team jumped intoresearch to find out.
2. Creating one simple one-liner ad for each of the major pain points identified. For example, one ad talked about how burnt out these parents felt, one talked about how sleep-deprived they were, etc.
3. Watching the CTR rates. Seeing which pain points got clicked on the most and which ones didn’t uncovered the most powerful messaging.
Alvaro repeated this process to discover thebest benefits, as well as the biggest objectionsparents had to programs like Jessica’s.
Once the strongest messaging was clear, thefocus shifted to the creative.
FROM STATIC TO STELLAR
Before working with Alvaro, Jessica said,
“We were stuckon one static image ad that I’d actually started running onmy own back in 2021. That was still the best performing ad,even after working with multiple agencies and individualcontractors. I just knew that didn’t make any sense.”
As it turns out, video works phenomenally well withJessica’s audience.
This ad
is now Jessica’s top performer:
NO SALES TRACKING
While high CTR, high ROAS, and low CPL are important, the amount of sales make or break you. There was no tracking set up for Jessica to see which audiences or ads generated sales and which ones were dead weight.
When someone clicks on one of Jessica’s ads, they’re taken to her webinar sign-up page/landing page. Her landing page platform didn’t work with tracking codes, but that was the only way to discover which audiences and ads led to a sale.
To fix this, Alvaro switched the landing page platform to one that allowed tracking codes.
AND THE DATA REVEALED:
There were several audiences whose cost-per-lead was fantastic but at the end of the day, they weren’t buying Jessica’s course. Alvaro then stopped showing ads to those audiences and focused strictly on the audiences who were buying.
RESULTS
After all was said and done, Jessica’s results were thrilling:
Once the ads were dialed in, Alvaro turned his focus to the rest of the funnel — everything that happens after someone clicks an ad. This was something Jessica had never experienced before.
“Whoever I worked with in the past always told me that certain things weren’t their responsibility. I’m responsible for how the landing page is converting. I’m responsible for the webinar show-up rates. All those metrics and data were things previous managers weren’t even looking at or concerned themselves with.
Alvaro looks at all of the data, which just helps everything across the board. He’s into my whole funnel. And that’s something I’ve never experiencedbefore. A real partnership.”
Through her partnership with Alvaro, Jessica achieved these three funnel wins:
3% boost in landingpage views
Slow-loading landing pages are the main reason why people who click on an ad bounce away. For Jessica, 87%of link clicks turned into page views, which is a high percentage. However, spending tens of thousands of dollars a month on her ads meant even a tiny increase would save her thousands.
There’s one landing page platform that loads faster than almost all the others. It’s called Convertri. Once Jessica switched to Convertri, her landing page views bumped up to 90%.
Fixing false
cost-per-lead numbers
Jessica thought her cost-per-lead was $10-12. Any lead brought in for less than that provided a profit (so she thought). Turns out, her true cost-per-lead is $7. False numbers were throwing money down the drain. Today, people are coming in at $6, piling up her revenue even more.
Achieving
downsell sales
If someone didn’t buy Jessica’s course, she had nothingelse to offer them. Alvaro suggested providing a lower-priced, smaller offer. This allows Jessica to recoup someof her money rather than none of it when someone doesn’tbuy her full program.
THE NEW NORMAL: FANTASTIC RESULTS, A COLLABORATIVE PARTNERSHIP
Jessica is now turning a profit all year long, without needing to run a sale.
She’s also thrilled to have an actual partnership with her ads manager.
“A lot more revenue is now being brought into the business. I’ve been able to expand into different channels because now I’m bringing in more revenue through the paid ad side of things. It’s allowed me to grow my business even more.
And I feel confident and secure. Alvaro’s got the numbers and the data. We have enough check-ins so I can ask questions whenever I need to and he’s always available. It’s that feeling of being supported.
If you’re interviewing for an ads manager, get in the weeds about how they’re going to use your data to drive business decisions, because data doesn’t lie. So get your numbers in order and find an ads manager who will rely on that data to make decisions. That’s how you’re going to be able to grow.”