After spending over $2 million on paid advertising across dozens of industries, I've discovered something critical: most people fail at ads not because ads don't work, but because they skip the strategy and jump straight into tactics.

The framework I'm about to share with you works regardless of whether you're advertising on Facebook, Instagram, YouTube, or Google. Why? Because it's built on the psychology of your ideal customer, not the marketing channel itself.

Watch the full video breakdown here:

Step 1: Get Crystal Clear on Your Ideal Client Profile (ICP)

Here's the golden rule of marketing: If you sell to everybody, you sell to nobody.

When I say be specific, I'm not talking about surface-level demographics like age, gender, or location. I'm talking about knowing everything about them, their frustrations, their goals, and how your solution genuinely transforms their lives.

Demographics: Who They Are

These are the objective, measurable traits:

• Age, gender, and location

• Occupation (job title, role, or industry)

• Income level

• Education level

• Family status

• Language

Psychographics: How They Think (The Gold Mine)

If you can understand the psychographics of your ideal client, you'll see a massive jump in conversion rates across your ads, landing pages, and overall business operations.

Psychographics include:

• Values and beliefs: What matters to them (freedom, growth, family, success, sustainability)

• Goals and aspirations: The ideal life or business outcome they're chasing

• Pain points and frustrations: Daily struggles or bottlenecks keeping them stuck

• Motivations: What drives them to take action (status, comfort, results, validation)

• Personality traits: Risk-taker vs. cautious, logical vs. emotional, DIY vs. outsourcing

• Lifestyle: Busy professionals, fitness enthusiasts, parents, entrepreneurs

• Buying behavior: Impulse vs. research-based, brand loyalty, price sensitivity

• Objections and fears: What makes them hesitate to buy or trust you

Real Examples: Vague vs. Specific ICPs

Finance Consulting Firm:

• ❌ Vague: "We help all businesses improve their operations"

• ✅ Specific: "We help small service-based businesses between $20K-$100K per month fix their cash flow and implement profit systems"

Private Schooling Business:

• ❌ Vague: "We help students with better education"

• ✅ Specific: "We help parents of high-performing middle schoolers get their kids accepted into elite private schools"

Recruiting Agency (Tech Sales Niche):

• ❌ Vague: "We help companies find talent"

• ✅ Specific: "We help B2B SaaS companies hire top-performing sales reps within 30 days"

The bottom line: If you can describe your ideal client in vivid detail, your ads will never be bland. This is your foundation, everything else builds on this.

Step 2: Clarify Your Offer (So Even a 5-Year-Old Could Understand It)

Most business owners think they're articulating their offer clearly because they understand their business. But here's the truth: your prospects have zero idea about your business, your offer, or your transformation. You're dealing with cold traffic through paid advertising.

What an Offer Is NOT

An offer is NOT a guarantee. Saying "I'll do X in Y time or you get your money back" is a guarantee, not an offer. Everyone's reading $100 Million Offers by Alex Hormozi, and every marketer is spamming guarantees these days. Don't make that mistake.

What an Offer Actually Is

An offer is a solution to a specific problem that leads to a transformation.

Think of it this way: You're watching this content right now, and the offer is a 5-step framework to help you increase the conversion rate of your ads. You have a problem (unprofitable ads), the solution (this framework), and the transformation (increased conversion rates and profitability).

Good Offer vs. Bad Offer Examples

Finance Consulting Firm:

• ❌ Bad: "We help businesses improve their finances"

• ✅ Good: "We help small service-based businesses between $20K-$100K per month fix their cash flow and implement profit systems so they can finally pay themselves consistently without relying on loans or luck"

Why it works: It targets a specific revenue range, business type, and clear pain point (cash flow instability), turning an abstract promise into a tangible transformation.

Recruiting Agency (Tech Sales):

• ❌ Bad: "We help companies find talent"

• ✅ Good: "We help B2B SaaS companies hire top-performing sales reps within 30 days without wasting weeks on bad interviews or overpriced recruiters who don't understand the tech industry"

Why it works: It defines the niche (B2B SaaS), the exact role (sales reps), the timeline (30 days), and the frustration (bad hires and wasted time).

Notice how good offers focus on transformation and speak directly to a specific problem. Also notice how the offer itself filters out unqualified leads automatically. Anyone who doesn't resonate with the offer is by definition not qualified for your service.

Remember this: If your prospect has to think too hard about what you do or whether it's for them, you've already lost them.

Step 3: Make Your Landing Page Extremely Good

Your landing page is where you send people after they click your ad. Here's what I've learned after years in marketing: People don't care about fancy colors, complicated designs, or even your logo. They only care about themselves.

Landing Page Essentials

1. Clean and Easy to Read Design If someone lands on your page and feels overwhelmed or confused, you'll lose them immediately.

2. Simple and Direct Copywriting Don't use jargon. Don't try to sound too smart. Just talk like a human explaining something to a friend.

3. Only Include Necessary Information More information does NOT equal more leads. Include just enough about:

• The offer and transformation (80%)

• Their pain points and frustrations

• A little about your business (20%)

No fluff. Keep it clear and keep it all about them.

4. Mobile Optimization is Non-Negotiable Across all our clients in multiple industries, 99% of traffic comes from mobile phones. Your landing page MUST be optimized for the mobile experience.

My Top Tool Recommendation

For this reason, I highly recommend Perspective Funnels, the tool we use to create landing pages that are mobile-optimized, have fast loading speeds, and are optimized for conversions.

I've added a special link that gives you a 30-day free trial (instead of the usual 14 days). This is the tool I genuinely recommend to all my clients, and I'm confident you'll love it.

Step 4: Decide How You Want to Get Clients (Choose Your Marketing Funnel)

Most people think online marketing works like this: prospect sees ad → clicks → becomes client. Done.

I wish it was that simple, but it's not. You need to think strategically about how you want people to interact with you.

Ask Yourself:

How do my target clients prefer to engage?

• Should they call immediately if they like the offer?

• Request a quote first?

• Book an appointment directly?

• Chat in the DMs before committing to a call?

• Opt in for a lead magnet, then get nurtured on the backend?

There are multiple ways to interact with prospects, and it's your job to find the best one for your business.

Best Funnels by Business Type

Want help learning how to create a specific marketing funnel from A to Z? Let me know in the comments and I'll create a dedicated video.

Step 5: Create Your Ads

At this point, you're crystal clear on your offer, you've got an optimized landing page, and you know which marketing funnel you're testing. Now it's time to create some ads.

Just like with funnels, there's no one-size-fits-all approach. But you should have a rough idea of which ad formats will resonate with your audience so the creation process doesn't feel overwhelming.

Top 2 Ad Formats to Start With

1. Basic Talking Head Videos Speaking directly to the camera, explaining your offer or solution. These are authentic, build trust, and perform incredibly well on Instagram, Facebook, and YouTube.

2. Static Image Ads with Strong Copy Fast to create, easy to test, and surprisingly effective when the messaging is dialed in.

With just these two formats, you can get creative and produce 50+ different ads by varying your messaging, angles, and hooks.

In my next video, I'll share five plug-and-play templates for ad creatives that work for any offer and any business. You'll be able to take everything you've learned here and apply it directly.

Let's Recap: Your 5-Step Framework

Step 1: Get extremely clear on your ideal client profile, who you serve and what problem you solve for them

Step 2: Clarify your offer so it's stupidly simple and focused on transformation

Step 3: Build an optimized landing page that's clean, mobile-friendly, and doesn't overwhelm people (I recommend Perspective Funnels)

Step 4: Choose the right marketing funnel based on how your audience prefers to engage

Step 5: Create your ads using proven formats and copy frameworks

If you follow this 5-step framework, you'll be light years ahead of most people running ads.

Ready to Take It Further?

If you want a complete step-by-step system that gives you all the tools you need to run ads for your business or your clients' businesses, and know exactly what to do at every stage without complexity, whether you have experience or you're starting from scratch, check out our program: Clients With Ads.

It's designed to help you build a marketing machine that consistently brings in qualified leads and books calls profitably for your business, step by step, without unnecessary complexity.

And if your business is already doing well and you're looking to scale fast with paid ads, we can take over the entire marketing side and handle everything for you.

Fair warning: we're not cheap.

Watch the full video breakdown above and start implementing these steps today. Your profitable ad campaigns are waiting.