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You may not know this if you’re new here, but I got my start by building a Facebook and Google Ads agency that became one of the highest-performing agencies in the world. We won multiple awards for ad creative optimization and Google ads ROI, beating out multi-billion-dollar agencies like MediaCom, WP Promote and even IBM Watson’s ad division.

I ended up selling that agency about 4 years ago and have been under a pretty strict non-compete ever since… but I’ve still been able to take on a handful of clients. And honestly, running ads is just second nature to me at this point. I’ve now worked on campaigns for well over 400 companies. My agency was mostly focused on e-commerce brands, but about 30% of our clients were lead generation.

Today, it’s flipped… about 90% of the Digital Ads work I do these days is lead gen, and 10% is e-comm. The good news is that the fundamentals don’t change. It doesn’t matter who your target audience is, what you sell, or how long you’ve been in business. The same core principles drive results. What are those core principles?

I’m glad you asked!

📈 Over the last few months, I’ve been getting flooded with requests to audit Meta ad accounts. And it makes sense. Direct response advertising is having a massive comeback right now. Ever since Meta rolled out their Andromeda ad algorithm update back in November, their algorithm has gotten even better at doing what it was already great at; printing money for businesses that know how to use it.

And unless you’re in some ultra-niche market (like only targeting lawyers making over 10,000,000 in personal income), Meta is working better than ever. So I figured I’d just lay it all out here… The exact three-part playbook that I have used to drive over $100,000,000 in attributable revenue for clients. I call it the Max Method.

Most ads today are complete garbage. AI-generated fluff. Cute taglines. Clever wording that says what the product is… But not why anyone should care. The highest-performing ads I’ve ever run, across hundreds of companies, all do one thing: They immediately speak to a very specific pain point. Not features. Not benefits. Pain.

For example… If you sell AI consulting services to small business owners, most people run ads that say: “We’ll help you implement AI into your business” or “Our AI automations save you time and money”

🤷🏻‍♀️ That sounds fine… but it hardly converts into leads and customers. The ads that win say things like: “Feel like there’s never enough hours in the day to run your business?” “Know you should be using AI… but have no idea where to start or what actually matters?” See the difference? One explains the product. The other leverages what David Ogilvy said is the fastest way to build rapport with someone: find a mutual dislike. By running ads, speaking to the problems they wake up wanting to solve every day, you instantly build report and speak their language.

Another example for software... Let’s say you sell a CRM for sales teams. Most ads say: “Track your pipeline more effectively” or “All-in-one sales platform” or The best ads say: “Tired of deals slipping through the cracks because your follow-ups are a mess?” “Ever realize you forgot to follow up with a hot lead… 3 weeks too late?” Now you’ve got their attention.

🏆 Want one more? I’ve been working with lots of law firms that specialize in lemon law. Most firms say: “20+ years of experience” or “We’ve won millions for our clients” … But the ads that actually drive cases say something like: “Bought a car in the last few years that’s been back to the dealership multiple times for the same issue… and you’re still stuck with it?” That line does two things at once. It hits the pain point… And it qualifies the user.

💡 This is what I mean when I say: Let the creative do the targeting. Because when the right person sees that ad, they click. And when they click, Meta learns. And when Meta learns, it finds more people just like them. So if your ad just says “Having car problems?” … everyone clicks it. And now your targeting is garbage.

This one blows my mind. I can’t tell you how many ad accounts I’ve audited (if you want yours audited, go here) in the last year that are spending $300 a day… But they split it across 5, 6, sometimes 10 different ad sets. Which means none of those ad sets ever get enough data to optimize. It’s like trying to start 10 campfires with one match. You’re not scaling anything. You’re suffocating everything. Meta’s algorithm needs data. And more importantly, it needs concentrated data. Most ad accounts are structured in a way that guarantees failure… not just short-term, but long-term. The worst part? Most people don’t even know it.

🎯 Then there’s targeting. Everyone thinks they need to get super specific. Layer interests. Narrow audiences. Stack filters. But here’s the truth: Meta is a trillion-dollar algorithm. It knows more about your customer than you do by 100X. So we start broad. Very broad. Because just like in golf, you don’t try to force the swing… You let the club do the work. Same thing here. Let the algorithm do the work.

Now, for B2B, you should layer in one extra piece. Simply scrape your ideal customers from LinkedIn Sales Navigator. Then we either: upload their emails directly into Meta or use a client’s CRM list to build lookalike audiences. So we’re still feeding the algorithm high-quality targeting signal data… but we’re not over-restricting it.

This is the most overlooked part of all advertising. And it’s not even close.

I’m currently managing ads for a client spending over $100,000 per month on Meta. They were spending around $15,000 per month on ad creative… And $0 on optimizing what happens after the click. Nothing. Until I came along.

⏱️ Why? Because your prospect spends 10x more time after the click than they do looking at your ad. But everyone obsesses over the ad. And ignores the experience. Why? Cuz it’s fun to come up with cheeky taglines and less fun to optimize a landing page. But just like many other things in business, the most profitable activities are the most boring.

Most of the accounts we take over are sending traffic to a homepage, a cluttered landing page, or a VSL with 15 other pages to click to, instead of filling out the form to become a lead.

🏆 Instead… we push traffic into a Typeform where they can’t click over to any other page. No distractions. No navigation. No escape routes. They simply answer our questions to see if they qualify. That’s it. And it works. Every. Single. Time. The conversion rate from click to lead submission form is significantly higher than dropping people off on a landing page, even with a VSL or anything of that sort. This lead gen funnel is undefeated. And it’s crushing for my small, but steady list of ads scaling clients.

😭 Most people are doing the exact opposite. They write cute ads thinking they are Don Draper. They overcomplicate their targeting. And they send traffic into a black hole. But if you flip that… If you follow this playbook (or have us implement it for you)… you give yourself a real shot at turning Meta into what it’s become for the best operators right now: a profit machine.

To More Smiles & More Profit,
MarketingMax :)

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That’s it for this week!​

Thanks for being a part of my journey :)

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