Evan Seech | Ads & Funnels

2 reasons most agencies NEVER make it past the 30-50k range: (1) No (reliable) lead gen mechanism. Most of you coast on referrals and the same outreach for years at a time. But past a certain point, that just stops working. You cannot scale on hope and word of mouth. You need a machine that puts new conversations on the calendar every week. (2) Time Most founders NEVER free up the time to actually build. And it’s always because they refuse to hire someone good. They go cheap and grab a few $2- $4k offshore people. None of them can handle client comms or make the product better. So... said founder hoards all the high-level work and drowns in delivery, with zero hours left for marketing. If you're stuck in that range: • pay 7 to 10k a month for someone great • then put serious money into lead gen. Everything past 50k is downstream of hiring great and funding lead gen.

2 metrics you HAVE to review every week if you run ads: (1) Qualified rate: how many of your booked calls were truly qualified. (2) Offer rate: how many offers your reps made to people who showed up. Book ALLL the calls you want. If those two are trash = the quality isn't there And you're just lighting spend on fire Can’t overstate how important this is.

STOP trying to condition your pixel on your dream client You simply don't have the volume (or spend) for it. To drag an ad set out of learning you need around 50 conversions a week. And at $100 a day you're nowhere close if you only report back people doing $100k a month ONLY and getting that volume. So the only thing I pixel condition around is the niche itself at low spends. E.g. If i’m an ecom email agency When an e-com brand books a call → Use ONE qualifier at the top of the form: “Are you an e-com brand owner?” You don’t need some 11-question form that disqualifies four out of every five leads (that you spend money on btw) Report them back EVEN IF their revenue is under your dream client. Right now you need volume and conversions. Later you can get more restrictive.

You can scale an agency WAY further than you think with a tiny team of freakin savages Our agency does roughly 200-250K a month with 4 full-time people. We just: • got rid of your bottomfeeder clients • signed fewer, bigger clients • hired a few people who are REALLY good • let them cook Efficiency maxxxxing

Our plan to 5x our revenue in the next 12 months: • Build a product that can scale w/o me in the weeds • Close our Inner Circle program to the public • Launch a new mid ticket offer • Push a webinar at 20-30K a week in ad spend We want EVERYONE in the industry running profitable ads And yes - the Inner Circle Closes today to the public Comment “SCALE” if you want in

Our portfolio averages 2.95x ROAS in the first 30 days of a new ad accounts New offers - New funnels - New pixels - New everything We don’t burn money for 30 days “testing”. We make money. Here's how we launch a brand new account in 7 steps:

You can’t just build shit with AI because it looks shiny on Twitter lol Ask yourself “what problem am I ACTUALLY trying to solve here?” Shiny object syndrome will destroy you

Breaking down how we profitably put $620,000 in ad spend into 2 live events: (bookmark) CONTEXT It’s an info business that teaches people how to buy apartment buildings. And every other week they run a 3-day live virtual event. PROBLEM • Way more ad sets running than the account needed • Data spread thin across every one of them • The whole account was super unstable WHAT WE CHANGED • Cut it to as few campaigns and ad sets as humanly possible • Every dollar of data into the same couple ad sets • Meta keeps learning the same buyers over and over Once we did that everything just ripped. Our top scaling ad set ended up being an interest stack (they’re not dead). Only about 8 ads inside it. I usually run 20-30 per ad set, but these were all videos that already won in the account. THE FUNNEL • $7 ticket (this actually beat $97 on volume, quality AND ROAS) • One-time VIP upgrade on checkout • 3 upsells after that: $97, $197, $97 • Thank-you page is a scheduler so sales dials every buyer • An advisor for every ticket buyer through the whole event That last one helped show rates a TON. Where it’s at now: • 2 campaigns carry the whole $620,000. • Everything’s hitting KPI • Focus is on the sales process. LESSONS If I can hit my targets with 2-6 ad sets at high spend, I’m super happy. • Fewer ad sets = more data in each one • More data = Meta learns your buyers faster • Account swinging? Cut ad sets before you touch anything else

Some tips for you writing me cold DMs • Say what you do in one line • List some of the stuff you can handle • Drop a few case studies as proof • No "are you up at night" pain questions • No asking for a call • Good fluent english • Sound like a normal chill human That is literally it Bar is so low

The agency game is not for the faint of heart There was a point in time where my revenue dropped in half We went from 80k/mo to 40k. And a lot of that was my own doing I had just fired a bunch of annoying clients. Churn hit right on top of it. And it’s also exactly when I hired my COO. (for a LOT of money might i add) So I'm sitting there with barely any cash Everything just hit at once. HOWEVER Firing those clients freed up a TON of my time and energy. So I flipped it and put all of that into: • Signing better clients • Actually building out acquisition • Posting content Plus, I had a competent person FULLY bought in to the company, right there by my side. TL;DR Just gotta understand that it takes 2 steps back to go WAY further forward No way around it.

If you need grit to get through your workday you’re probably just tired. Got called out on this on my own YouTube channel lol Had a guy on who coaches founders on their energy and focus. He gets 6-8 hours of sleep every night. He said put him up against a founder running on 4-6 hours of sleep on any task and 9 times out of 10 he gets it done quicker. Because he can focus more and never has to push through it. Then he asked me why I’m just accepting that my work has to get done with grit and determination instead of optimization and focus. My answer was literally “Yeah. Just grit.” 😂 He’s right though. You need grit to get a business off the ground. But once it’s making money and every task still feels like a fight more grit won’t do shit. Fix your sleep first and see how much grit you actually need.

Giving your process a fancy name doesn’t help sign you clients It can help make people understand what you do faster But people actually buy your stuff due to these 4 things... 1. Positioning that's unique AND something the prospect cares about 2. A good offer 3. Good payment terms 4. Proof Not just because your process has a fancy name

I sprinted for 7 years straight building scaling my business from 0 → 100k/mo Then burnout hit me like a freaking bus. Quite literally right when we got to the number I'd been chasing. Ended up in a 3-month dip where my energy and focus were just gone. Looking back though You HAVE to sprint at the start. From zero you just gas it to your first big number as fast as possible. But once you hit it there's a next one. And the goalpost just keeps moving. We're on the way to the next one right now and I still catch myself slipping back into sprint mode And the hardest part is ALWAYS just pulling hours back. Once you get to a certain point though You learn the importance of protecting your peak energy hours and putting the most important stuff in there. For me that's at night. So the big stuff gets done after 8pm and the rest of the day is lighter maintenance work. TLDR is just to be smart about things There are times to work your tail off And there are times to pull back Just gotta know what kind of season you’re in.

Hear me out Upwork is legit underrated for newbies trying to get their first client You won’t get a whale But if you do good outreach on that platform (like a legit good loom video or even a small D100) you can find some clients fast People on there are actively searching for the exact thing you sell. Like literally asking for it Prob not your best clients for sure But Dream 100 them with a little guarantee-based offer and you'll cook

Ads that LOOK like ads just don't do well Every format cooking for B2B and coaching right now is basically organic content with a CTA slapped on the end Find something that went viral in your niche and make your ad in that format That's really it

There comes a point where you just have to break shit with your agency in order for it to grow. I remember when I signed 8 setup clients in 1 month Our delivery straight up couldn’t handle it. We didn't really get churn from it... But that’s only because Cam and I were working 12-14 hour days to keep up. Definitely shaved some years off our lives 🤣 If you're a newer agency, or you're about to enter a scaling phase: Just expect shit to break Then learn from it Get your systems in place. And have it ready before the next wave of clients pile in.

Just a list of the best retargeting ad setups we have done on accounts: 1. Lead form leads your setter never got a hold of get sent to a call funnel 2. Low-ticket buyers who never bought the high ticket get direct response ads to a call funnel 3. Same with challenge ticket buyers who never booked^^ 4. Applied but never booked? Their ads go straight to a calendar. (this indeed cooked) Just make to sure to turn off Advantage+ For retargeting ads we like to run demo style ads, heavy educational stuff, direct offers and guarantee-led ads I also throw all past winners over the past 6-8 months into an ad set with a cost cap towards my retargeting audience. That works well too.

If you sell B2B or coaching, Q4 can be your most profitable quarter. (it's not just for the e-com boys) But ONLY if the right pieces are in place before November hits. You can't be in testing mode in Q4. CPMs can fly and your account gets volatile. And late in Q4 people get worse at showing up to sales calls. So waiting till November to start testing new funnels and offers is WAY too late. I run ads for some of the biggest household name companies in B2B and the agency space. Every Q4 we roll out the same plays for ourselves and for them. So I put every single one in one video. Inside: 1. 5 Q4-friendly funnels to layer on without killing your main one 2. Why you don't add a funnel until you're past $1,000 a day 3. Using a 2nd, 3rd and 4th ad angle to keep the account stable 4. Running your winning hooks in new ad styles 5. When a second ad platform is worth it, and the one I'd pick for B2B and coaching 6. Building an email + SMS list and the 3-5 value emails a week that warm it up 7. The Q4-only mega offer we sell to current clients and our list 8. Reactivation plays with a webinar or a 3-day challenge Want it? • Comment “Q4” • Follow me so i can DM you

Everyone says going out on your own is risky A salary ain't stable either lol You get fucking canned and guess what You're cooked Zero income coming in and now you're job hunting in this market Everything's got a risk

Easy way to tell if your lead magnet is actually good You should be able to charge at LEAST $500 for it That's a good lead magnet If you don't feel that Don’t even bother Your free shit absolutely must be valuable