Again, a very valid question. Our answer:
When you know the average Lifetime Value of each client you close from these appointments, you can determine whether or not this is an investment that has a high ROI every time.
You’ll notice that ad spend and appointment costs vary. That depends on LinkedIn or Facebook’s algorithm (how often your ad is shown to your targeted audience), time of year, and other factors.
What’s important here is that you want to get to a point where you build a formula that gives you ROI - and it takes some time to get there.
You need to optimize ad copy (your message), the creative (the ad graphics), the targeting, the follow-up, and even your sales process. Over time, the ROI gets better and better, and you’ll get to a point where you can plan ahead and create [pretty solid forecasts.
So, with time, you should be able to tell your team something like this...
Conclusion
To sum up, there are four ad strategies we use for our clients to get prospects on their sales calendar consistently.
These strategies are not just about throwing out an ad and seeing what comes from it. It is a systematized process that only starts with the initial ad (which includes the set-up of dialing in on the targeting, the message, the ad copy, and ad creative.
All of this involves testing over time.) It’s after the lead exchanges their information that the rest of the system kicks in on the back-end with follow-up messaging via email or social media and phone calling. This is how we optimize ad campaigns and cantilever quality appointments, instead of doing what many others do…
Which is to set up an ad campaign and leave it at that.
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