In this episode, marketing expert Ralph Burns, known for his deep expertise in Facebook advertising and successful agency leadership, breaks down the sophisticated strategies required to run high-performing ad campaigns for service-oriented businesses. Alongside the host, Ralph shares his experience managing complex ad campaigns in industries like body sculpting, where return on ad spend (ROAS) can take months to materialize. Using a recent case study, Ralph details how his team used a free Botox offer to bring clients into a body-sculpting business, ultimately turning an initial loss into substantial profit through strategic upsells. Ralph and the host explore the challenges of managing ads across multiple locations with differing CRM systems, explaining how initial ad metrics can be misleading if businesses don’t account for the full customer lifecycle. They discuss the importance of taking a long-term view, emphasizing that Facebook and digital ads today are part of a larger ecosystem rather than isolated profit generators. Ralph also shares lessons from his journey, encouraging business owners to invest in skilled teams, enhance financial literacy, and make data-informed decisions. This episode provides a candid look at the intricacies of high-stakes digital advertising, especially relevant for entrepreneurs in service-based industries. CHAPTER TITLES 2:00 - The Power of CRM Systems and Facebook Ads 4:00 - Understanding the Customer Journey and the 30-60-90 Day Model 6:30 - Leveraging Google and Facebook Ads for Long-Term Sales 9:00 - Ad Strategy: Nurturing Leads Across Platforms 11:00 - Conversion Tracking and the Challenge of Cross-Platform Attribution 14:18 - Using Irresistible Offers to Drive Initial Engagement 16:00 - Managing Delayed Upsell Conversions and Lookback Windows 18:00 - Estimating Lead Value Through Data-Driven Models 20:50 - Embracing Long-Term ROI: Lifetime Value and Ecosystem Impact 22:00 - Lessons in Business: Success, Mistakes, and Financial Wisdom Connect with Ralph Burns: https://true11.com/ Linkedin - Ralph Burns Connect with Rudy Mawer: LinkedIn Instagram Facebook Twitter