Solved: Best Way to Test Messages and Painpoints in Facebook Ads?

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on testing your pain points and offers with Facebook ads. I've seen a fair few businesses struggle with similar things and it's a very common issue to be honest. Your situation sounds pretty typical in my experience. Hopefully I can point you in the right direction with this and the advice will be useful for you!

We'll need to look at the Fitness Client's Sales Process...

You mentioned a fitness client getting 50% bookings but no sales after two weeks. That's a massive red flag for me. I'd bet there's something fundamentally wrong with their sales process, not necessarily your ads. The advert has done it's job and provided the leads, so it's up to the company to actually make the sale.

Have they thought about what happens when someone books a consultation?

-> Is the consultation actually any good?

-> Are they following up properly after the consult?

-> Are they even *trying* to close the sale, or just passively waiting for people to sign up?

I'd say you need to investigate their sales process *before* changing your ads. It doesn't sound like your ads are the problem, maybe if the leads weren't booking a call you'd be more concerned about the lead quality but it looks like they are actually working just fine!

Get on a call with your client and find out what they're actually doing with these bookings. If they're not closing any deals, it might be time for them to rethink their sales strategy or perhaps even their offer. Make sure that the people they're talking to are the correct people! If they're speaking to timewasters there will be no sales no matter how great the ads are!

I'd say you should tweak your fitness audience...

Even if their sales process *is* solid, it's worth considering the quality of leads you're sending them. Getting leads at $5-$7 is pretty cheap, which makes me wonder if you're targeting the right people. It could just be the leads they're recieving are simply not the right people for what they're offering!

I'd recommend having a look at the audience targeting. Are you being specific enough?

Maybe try adding some income-based targeting to make sure you're only reaching people who can actually afford the service? Or try interest-based targeting to hone in on people who are genuinely interested in fitness?

You could also try layering on demographic data like age, gender, and location to further refine your audience. The more specific you can get with your targeting, the better the quality of leads will be and the more the company will benefit from speaking to the correct target demographic who are serious about commiting to a sale.

Bear in mind the quality can go down with a cheap lead and you get what you pay for. But you also need to make sure that the people they are calling are the right people for this client!

You probably should review the Landing Page...

And on top of this, one other point that I'd recommend you investigate is to review the landing page, because tbh, landing pages can often be overlooked and you might think that it's fine when it actually isn't. I recall one campaign where we had terrible lead quality because the client was sending traffic to a page that looked really dodgy. They hadn't bothered to update it for about 5 years and it looked outdated and wasn't very reassuring to any visitors.

Ask yourself:

-> Does it look professional and trustworthy?

-> Does it clearly explain the benefits of the service?

-> Does it have a strong call to action?

If the landing page is rubbish, people won't convert, no matter how good your ads are. Make sure it's up to scratch.

You'll need a good strategy for ad creatives...

You mentioned Julian Corzo's approach to testing pain points with awareness campaigns and testing various angles through different ads. It's an interesting idea, but I think that it'll add up *very* quickly and you'll be spending a small fortune just to work out what works.

I mean, 10 ad sets at $3-$6 *each*, even if it's just for 24 hours, is a fair bit of money. You're essentially paying to do market research, which might be worth it if you've got a huge budget and don't mind the cost.

If the budget is there, feel free to go for it, but I'd be tempted to test it with a smaller amount of pain points first, just to see if it's actually worth the investment. There's no point in spending thousands when a simple revamp of your campaign can achieve the same result without paying so much.

One thing you could do is find some decent creatives from competitors and get some inspiration from them and try to find a way to one up them. Competitor analysis can be a really good tool that can point you in the right direction of what kind of customer is actually being targeted by the ads that they are running.

You probably should stick with the Lead Generation Campaigns...

TBH, sounds like you're getting some pretty good results with lead gen campaigns initially. So, I wouldn't ditch that approach completely. Think of the awareness campaign thing as *additional* intel, not a replacement. Maybe run a smaller awareness campaign *alongside* your lead gen campaigns to get some extra data, but don't rely on it as your main source of leads. If it ain't broke don't fix it.

I've detailed my main recommendations for you below:

Hopefully that is all the help that you need and you can take all of this forward and start generating sales once more! But, running campaigns is never easy and it can be a challenge knowing where to start with different methods. You can't be an expert at everything so don't feel ashamed if you're getting stuck.

If you're feeling overwhelmed or need more in-depth help, feel free to reach out for a free consultation. We can go through your campaigns together and come up with a strategy that works for you. I'm sure we can help drive the results and the scale you're looking for!