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 TITLES2:00 - The Power of CRM Systems and Facebook Ads4:00 - Understanding the Customer Journey and the 30-60-90 Day Model6:30 - Leveraging Google and Facebook Ads for Long-Term Sales9:00 - Ad Strategy: Nurturing Leads Across Platforms11:00 - Conversion Tracking and the Challenge of Cross-Platform Attribution14:18 - Using Irresistible Offers to Drive Initial Engagement16:00 - Managing Delayed Upsell Conversions and Lookback Windows18:00 - Estimating Lead Value Through Data-Driven Models20:50 - Embracing Long-Term ROI: Lifetime Value and Ecosystem Impact22:00 - Lessons in Business: Success, Mistakes, and Financial WisdomConnect with Ralph Burns:https://true11.com/Linkedin - Ralph BurnsConnect with Rudy Mawer:LinkedInInstagramFacebookTwitter
Full Episode
Multi-objective buying or MOBU is now the reality of how we do business today in marketing in 2024 and beyond.
So this case study was just one example of dozens in which we try to figure out like where is the revenue coming from and then how is it not necessarily a last click attributed, but where did it start and do more of that where it started and get more customers at the top of your funnel and ultimately attract them and scale and grow businesses.
My name is Rudy Moore, host of Living the Red Life podcast, and I'm here to change the way you see your life in your earpiece every single week. If you're ready to start living the red life, ditch the blue pill, take the red pill, join me in Wonderland and change your life.
What's up, guys? Welcome back to another episode of Living the Red Life. Today, we're going to talk about advertising. Specifically Facebook and how it looks in 2025. We're here with my friend Ralph Burns, very famous marketer, advertiser, actually one of the original people I learned back, you know, 10 plus years ago when I really got into this and started spending millions of dollars.
He's got very famous agency, tier 11, and he just came back from the Facebook HQ and where they were diving into more the omnipresence ecosystem of advertising we now live in. And in just one account, they found $2.3 million in revenue and sales that wasn't attributed to the original ad, but was still caused because of Facebook advertising. So, Raoul, welcome to the show.
Glad to be here. I feel like I should have red on, but I'm wearing the wrong color, but forgive me for that. Thanks for having me, bud. Great to find out what you're on and obviously to meet you a couple of weeks ago.
Yeah. So let's dive in a couple of things out the gate and we'll dive into it more to the show. But advertising has changed a lot. We've talked about it offline. Like, you know, it used to be more ad to landing page to offer, make a sale easy. Now we live in this like world where so many things have to come together because the buyers are more sophisticated and there's so many more touch points.
So can you dive into a little this whole like multi-channel buying system and this 2.3 million that you found on this one account for anyone that doesn't fully understand it?
Yeah, I think when we first started, when we first started listening to Perpetual Traffic way back when, it was much easier. I mean, most people and most of the clients that we had in those days, even up till maybe three or four or five years ago, were just multiple, just one channel. It was just basically it was Facebook and then maybe a little bit of Instagram.
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