My Simple Paid Ads Strategy

My Simple Paid Ads Strategy

There is no shortage of Facebook Ads or paid ad articles, courses and experts out there.

All selling the secret to infinite leads, at low cost. If you just do this one thing, that they can show you.

The truth is that here at Straight Talk, we are not Facebook or paid ad guru’s… we are growth experts.

Do we run Facebook Ads? – Yes

Do we generate leads? – Yes 

Does this strategy work with brand new accounts? – Yes

Do I have some “secret sauce” solution? – No

What I can share with you is… our simple ads strategy, that we use to:

  • Generate leads
  • Build a list
  • Hone our offering
  • Begin building a brand

I have also included a video accompanying this article. So you can see the live account.


What Do You Offer

Firstly, you have to decide what you are offering.

In our Straight Talk account we started with three things

1. Join our “Growth Tactics” mailing list.

2. Download our “Learning to Scale” eBook.

3. Book a consultation.

When I am choosing what to offer, I try to think of things that require different levels of commitment  i.e. newsletter signups are less commitment than a consultation.

I also look for things that will identify my specific audience  i.e. if I were targeting parents, I would specifically mention parents in my ad / make my offering applicable to them.

You can see I am aiming at business owners, looking to scale… with my “Learning to Scale” eBook and “Growth Tactics” offer.

Try to think of 2 – 4 things you could offer, that are related to your company.

Some common examples are:

  • Mailing list signup
  • Discount Code
  • Purchase
  • Consultation
  • eBooks
  • Guides



Once you have decided on the 2 – 4 offerings, you will need your creative / ad image. I create two images for each of my offerings.  I had three offerings, so I had 6 images.

This allows me to split test different images.

I have included 4 of the images below. You may have even seen these images in your own newsfeed.

You will see that you dont have to make crazy changes between designs.

I made each of these in Canva on a 1080 x 1080 canvas.

If you are unsure of how to do this yourself, feel free to email me or send us a message via the website.

I am happy to show you how to create images like this, yourself.

At this stage we have decided on our offers and we have our creative. We can start to build our ad.

I run all of my ads through the Facebook business manager. If you have not already done so you will need to signup at

If you are unsure of how to do this please email me or send me a message via the website i am happy to help.


Choosing An Objective

Once inside of the business manager you will need to select Ads Manager and create. You will be prompted to choose an objective, choose leads from the options available to you.

You will also want to turn Campaign Budget Optimisation on and set your budget.

You can set the budget at anything you wish but i usually start at $10 / $15 per day and adjust as needed.

Once we have chosen lead generation and turned on campaign budget optimisation you are taken to the ad set level.

 Building The Ad Set

When building the ad set there are minimal changes that you need to make.

You will need to choose the target locations. In my example i have chosen the United States.

You will also need to choose one detailed targeting option. There may be multiple options you want to choose but just opt for one to begin with.

There is no need to change anything else and your ad set should look something like the image below once finished.

With the Ad Set finished we can move on to creating the ads

Ads Setup

At the ads level I create an ad for each of the creative images I made at the beginning of the process.

For each of the ads i write descriptions that are specific to my offer.

For example my consultation talks specifically about what is included in the consultation

My growth strategies newsletter ad talks about what is included and what content we share.

Here is the ad copy that i wrote for my Learning To Scale eBook:

Startups & Scaleups! 🚀

Are you in control of your growth?

Does growth happen when you want it to happen? At the rate you are looking for?

The Learning To Scale Guide tackles these challenges head on.

For many startups and those entering the scaleup phase Once they have achieved market fit 🧩

They want to see accelerated growth but they struggle to gain the traction they are looking for.

This is because they are missing the “learning to scale” phase.

Going through a “learning to scale” phase will provide you with a walk through on everything you need in order to scale.

It also pressure tests the business so that when you do put your foot on the accelerator 🏎️

Nothing breaks and the growth is consistent.

At Straight Talk we work with startups to achieve market fit before implementing scalable and repeatable growth plans.

📣 This is what our client Corey had to say: 📣

“Gravwell is in a much better place today. We have worked closely with Dan & the team at Straight Talk to improve our processes and set us up for success.

Things have worked out well and now we’re struggling to keep up with the amount of business we are generating.

Straight Talk is the closest thing to guaranteed success you will get.”

We have decided to collect all of our experiences on scaling and have pulled together this bumper guide 💡‘Learning To Scale Your Business”

In this guide you will learn how to:

💲 Consistently generate SQL’s
🧑‍🤝‍🧑 Prove non founders can sell
🤝 Create a scalable sales process
😃 Build your customer success team

It even includes the key metrics you need to track as well as hidden mistakes people make too!

Create consistent growth that you control and click below to get your guide!👇


Publishing Ads

Once i have create an ad for each of the images i will publish everything and wait for it to be approved.

Once approved I will duplicate the ad set and add a new detailed target option for each ad set.

From the image below you can see i duplicated the original campaign 8 times to give me 9 ad sets in total. I then gave each ad set a single targeting option.

As i duplicated the original ad set 8 times all of the ads were also duplicated so i didnt have to create them all manually.

Once i have duplicated my ad set in this way i will wait for everything to be approved before turning the campaign on.

Budget vs Ad Sets

I will typically start with 4 – 6 ad sets with a daily budget of $10 – $15

If i increase the number of ad sets as i have done in this example i will increase the budget.

I will typically run 4 – 6 ad sets for the first week then add more.

Live Campaigns 

I let these campaigns run for a week and you can see the results in the image below. I generated 144 leads for an average price of £2.68.

You can also see why i have one targeting option per ad set.

By structuring them in this way i can see which targeting options deliver the most leads at the best price.

I then turn off the campaigns that are underperforming.

If i combined all of the targeting into one ad set it would not be possible for me to make these adustments to improve my results.

What Next

The answer is very little, this strategy will work for any business and works on new accounts as you can see from this example.

I will leave these ads running until i have acquired 500 leads.

I will then create a lookalike audience of those 500 leads.

headshot of Dan Wheatley, Straight Talk Consulting founder

By Dan Wheatley, Co-Founder

CEO/Co-Founder of Straight Talk Consulting, a business consultancy that gets our hands dirty. We work with organisations to achieve product market fit before transitioning into scalable and repeatable growth