Hi there,
Thanks for reaching out about your new agency. It's an interesting niche you've picked, Health and Wellness Technology, especially with those high-ticket products. Getting the advertising right for 4-5 figure items is a totally different ball game than what most 'Facebook Ads managers' are used to.
I'm happy to give you some initial thoughts and guidance based on my experience. This might help you figure out what to look for in a partner or manager, because honestly, finding someone who can actually move £5,000 PEMF mats is about a lot more than just knowing how to set up a campaign in Ads Manager. You need a strategist, not just a technician. The truth is, most will fail because they'll treat it like selling t-shirts, and that's a surefire way to burn through your clients' cash with nothing to show for it.
You probably should realise your customer isn't a demographic, they're a nightmare
First things first. Forget the profiles that say "Men, 45-65, interested in biohacking, income over £100k". That tells you almost nothing of any real value. It leads to bland, generic ads that get ignored. To stop burning cash before you even start, you and whoever you hire must define the customer by their pain.
You have to become an absolute expert in their specific, urgent, expensive, and deeply personal nightmare. Who is actually spending £8,000 on a red light therapy bed? It's not a 'wellness enthusiast'. It might be a former athlete, now 55, whose chronic arthritis means he can't play golf with his mates anymore, and he's terrified of a future in a recliner chair. It might be a high-flying executive, 50, whose crippling back pain is making her fear she'll lose her career because she can no longer handle the long-haul flights. Her nightmare isn't just 'back pain'; it's the loss of identity and status.
Your Ideal Customer Profile (ICP) isn't a person; it's a problem state. A deep, frustrating, and often embarrassing one. When you understand that, you stop selling features and you start selling the solution to that nightmare. You sell a return to the golf course. You sell the ability to step off a 12-hour flight feeling refreshed and ready to close a deal. This is the absolute foundation. If a candidate you interview starts talking about interests and demographics before they ask about the customer's deepest pain points, they are the wrong person for the job.
Once you've isolated that nightmare, you can find them. What podcasts do they listen to? What newsletters do they actually read? What private Facebook groups are they in, complaining about the very problems your clients' products solve? This intelligence is the blueprint for your entire targeting strategy. Don't spend a single pound until this work is done.
We'll need to look at your offer, because it's probably wrong
Now we get to the bit where 99% of campaigns for high-ticket items fall apart: the offer. I can tell you right now, a button that says "Buy Now" for a £5,000 product is an act of marketing insanity. It's like asking someone to marry you on the first date. It’s too much, too soon. It's high-friction, zero-value, and assumes a level of trust that simply doesn't exist yet.
The "Request a Quote" or "Book a Demo" button is just as bad. It screams "I am going to put you into a high-pressure sales process". Busy, affluent people who can afford these products value their time and hate being 'sold to'.
Your offer’s only job is to deliver a moment of undeniable value—an "aha!" moment that makes the prospect sell themselves. You must solve a small, real problem for free to earn the right to ask for the sale.
So what does that look like for your clients?
-> The Expert Guide: Instead of selling the PEMF mat, offer "The definitive, 20-page guide to reducing inflammation and boosting recovery for amateur athletes over 50". It's packed with value, positions your client as the expert, and captures a lead. Now you can start a conversation.
-> The Personalised Assessment: A free, 5-minute quiz. "Find out which bio-hacking technology is right for your specific health goals". Based on their answers about pain, sleep, energy levels etc., you can recommend a specific product and follow up with a tailored email sequence.
-> The Taster Session: Is there a way for people to try this stuff? Maybe not at home, but do your clients have partners with physical locations? A free 15-minute session in a red light bed is an incredibly powerful offer that builds massive trust and demonstrates the benefit directly.
The manager you hire MUST understand this. They need to be able to think like a direct-response marketer, not just an ad buyer. They should be challenging your clients' offers and pushing them to create these kinds of value-first lead magnets. I remember one client in the environmental controls sector who was struggling to get leads. We convinced them to stop pushing demos and instead offer a free, automated audit tool. Their lead cost dropped by 84% and the quality shot through the roof. The principle is exactly the same here, even if it's B2C.
I'd say you need to master the maths to understand your real costs
This is where you seperate the amateurs from the pros. An amateur will talk about low CPCs (Cost Per Click) or CPMs (Cost Per Mille). A pro will ask about your client's numbers and calculate what they can *afford* to pay for a customer.
The real question isn't "How low can my CPL go?" but "How high a CPL can I afford to acquire a truly great customer?" The answer is Lifetime Value (LTV).
For a one-time purchase of a high-ticket item, the calculation is simpler than for a subscription. Let's do a hypothetical for a £6,000 therapy bed.
Average Revenue Per Sale: £6,000
Gross Margin %: This is key. Let's say the bed costs £2,400 to make and ship, so the Gross Margin is 60%.
Customer Lifetime Value (LTV): £6,000 * 0.60 = £3,600
So, each customer is worth £3,600 in pure gross margin to your client's business. Now we know what we can play with.
A healthy, sustainable business model often aims for a 3:1 LTV to CAC (Customer Acquisition Cost) ratio. This means you have a target CAC of:
Target CAC: £3,600 / 3 = £1,200
Your client can afford to spend up to £1,200 to acquire a single customer and still run a very profitable business. This number changes everything.
Now, let's work backwards. If your client's sales process (whether it's an online checkout after a long nurture sequence, or a sales person on the phone) converts 1 in every 10 qualified leads into a customer, you can now calculate your target Cost Per Lead (CPL):
Target CPL: £1,200 CAC / 10 leads = £120
Suddenly, a £75 lead from a Facebook campaign doesn't look expensive, does it? It looks like an absolute bargain. Meanwhile, a manager obsessed with getting £5 leads will be bringing in tyre-kickers who will never, ever convert, wasting time and money.
I've put this in a table to make it clearer. The person you hire needs to live and breathe this kind of maths.
| Metric | Example Calculation | What this tells you |
|---|---|---|
| Average Sale Price | £6,000 | The starting point for all your maths. |
| Gross Margin % | 60% | The actual profit per sale, before marketing costs. |
| Lifetime Value (LTV) | £3,600 | The true worth of a new customer. |
| Target LTV:CAC Ratio | 3:1 | A standard benchmark for sustainable growth. |
| Max. Customer Acquisition Cost (CAC) | £1,200 | Your budget to acquire one paying customer. |
| Lead-to-Customer Conversion Rate | 10% (1 in 10) | How effective the sales process is. This needs to be tracked religously. |
| Max. Allowable Cost Per Lead (CPL) | £120 | The single most important metric for your Facebook Ads. |
This is the math that unlocks aggressive, intelligent growth. I remember one campaign for a medical job matching SaaS where we reduced the client's CPA from £100 down to £7. This was possible because we first understood their LTV and knew we had room to test and optimise properly. Without this understanding, you're flying blind.
You'll need a message they can't possibly ignore
Once you know the pain and you know the maths, you need to write ad copy that grabs them by the collar. This is another area where most managers, who are often technical but not creative, fall flat. They list features. Nobody cares about the 'quad-frequency modulation' of a PEMF mat. They care about what it *does* for them.
You need to use proven copywriting frameworks. For a high-touch, high-ticket product, the best is Problem-Agitate-Solve.
Problem: State the nightmare you identified earlier. "Is chronic joint pain keeping you from the golf course? Another weekend watching from the clubhouse while your friends are out on the fairway."
Agitate: Twist the knife. Make them feel the pain more acutely. "It’s not just the game, is it? It’s the jokes you're missing, the feeling of being left behind. You start to wonder if this is just what getting older feels like. It's frustrating, and it's demoralising."
Solve: Introduce your client's product as the hero. "There is a way back to a pain-free round. Top athletes have used Red Light Therapy for years to accelerate recovery and reduce inflammation. Now, you can get that same technology in your own home. Our therapy beds don't just mask the pain, they help your body heal at a cellular level. Click here to download our free guide on how to reclaim your active lifestyle."
See the difference? We haven't sold a bed. We've sold a solution to a deep emotional problem. We've sold a return to a cherished way of life. And we've offered a low-friction next step (the guide), not a high-friction "Buy Now" button. A good ads manager must be able to direct this kind of creative, even if they aren't writing every word themselves.
We'll need to look at a proper campaign structure
Okay, so how do you actually structure this on Facebook? You can't just lump everyone into one campaign. You need to talk to people differently depending on how aware they are of your client's brand and products. I usually prioritise audiences like this, moving from coldest to warmest.
| Funnel Stage | Audience | Objective & Message |
|---|---|---|
| Top of Funnel (ToFu) - Prospecting | Detailed targeting (Interests related to the PAIN, not the product). Lookalike audiences of past purchasers (1-5%). |
Campaign Objective: Leads. Use the Problem-Agitate-Solve copy to drive downloads of your lead magnet (e.g., the guide). |
| Middle of Funnel (MoFu) - Nurturing | Custom audiences: - People who downloaded the lead magnet. - All website visitors (last 90 days). - 50%+ video viewers. |
Campaign Objective: Traffic or Conversions (e.g. 'schedule call'). Show them testimonials, case studies, press features, videos explaining the science. Build trust and authority. Overcome their objections. |
| Bottom of Funnel (BoFu) - Closing | High-intent custom audiences: - Viewed product pages. - Added to cart / Initiated checkout. - Spent significant time on site. |
Campaign Objective: Conversions (Sales or Schedule Call). A more direct offer. Maybe a limited-time bonus (e.g., "free white-glove delivery this month") or a final piece of reassurance to push them over the edge. This is where you might ask for the sale, after you've earned the right to. |
This structure ensures you're not asking for the sale too early and that you're building a relationship with potential customers over time. For a £5,000 purchase, that sales cycle can be weeks or even months long. Your advertising needs to support that entire journey.
I've detailed my main recommendations for you below:
So, when you're interviewing people, don't just ask them to "show you results". Anyone can get lucky with one campaign. You need to test their strategic thinking. The success of your agency will depend on your ability to find a true partner who understands these deeper principles.
This is the main advice I have for you. This is what you should be looking for:
| Area of Expertise | What an Amateur Does | What a Professional Does |
|---|---|---|
| Customer Targeting | Uses broad demographic and interest targeting. | Defines the customer by their deep-seated "nightmare" and builds audiences around solving that specific pain. |
| The Offer | Drives traffic to a "Buy Now" or "Request a Quote" button. | Creates a value-first lead magnet (guide, quiz, audit) to build trust and capture qualified leads. |
| Key Metrics | Obsesses over low CPC, CPM, and CPL. | Calculates LTV to determine a maximum allowable CAC and CPL, focusing on profitability not vanity metrics. |
| Ad Creative | Lists product features and specifications. | Uses copywriting frameworks like Problem-Agitate-Solve to create an emotional connection and sell the transformation. |
| Campaign Goal | Runs "Brand Awareness" or "Reach" campaigns to "build the brand". | Understands that for a small business, all ad spend must drive a measurable action. Uses conversion-focused objectives ONLY (e.g., Leads). |
Finding someone with this level of thinking is rare. It’s what we've built our entire consultancy around. It’s not just about running ads; it’s about engineering a system that turns strangers into high-value customers. We've done it across various niches, from generating $115k in course sales to achieving a 1000% ROAS for an eCommerce subscription box. The products change, but the strategic foundation remains the same.
This is a lot to take in, I know. But getting this right is the difference between your agency flourishing and struggling to deliver results for these high-stakes clients. If you'd like to chat through this in more detail and have us take a look at a specific client's situation, we offer a free, no-obligation initial strategy session where we can map out a plan like this for them.
Hope this helps you on your journey.
Regards,
Team @ Lukas Holschuh
