Profile funnel meta ads

Profile Funnel + Meta Ads

The Profile Funnel: send paid traffic to your IG profile (not a landing page) so your content ecosystem does the filtering and conversion. "Creates new eyeballs with every dollar spent, attracting the highest-quality leads."

Prerequisites (must be in place first)

• Clarity on ICP + their painpoints.
• Content that triggers that ICP (see instagram-organic-content).
• Credibility / proof of concept (yours or clients').
• An irresistible offer presented on sales calls (see consulting-offer-and-pricing).
• A named mechanism to reference in content (e.g. "the Profile Funnel").

Ad-creative scripting

Same 3 types as organic, but each ends in a CTA. 4-beat flow: Hook (max 4s, painpoint not profile) → Mechanism Reveal → Proof Layer → CTA (DM keyword or value asset).

• Value: top face / bottom screen of the system in Ads Manager / Miro; zoom on ONE key number (ROAS, CPM, sales jump).
• Educational: mic/authority bg + cutaway charts; hook = belief-breaker.
• Credibility: client screenshots (Stripe, Ads Manager, dashboards), case-study sheet, 1:1 zoom clip; numbers + social proof.

Hook rule — wrong: "If you're a coach looking for…"; right: "You're running ads but every lead is cold and barely replies — here's why…". CTA = "Comment 'PROFILE' and I'll send the full breakdown."

Launch: Business Manager vs Boosting

	Pros	Cons
Business Manager	Pixel, custom, multiple adsets, best for testing/volume/tracking	More complex; sometimes lower lead quality
Boost post	Fast, simple	Less data, harder to track

Best combo: test in Business Manager → boost the already-proven winning ad to scale.

Business Manager launch SOP

1. Account setup: business.facebook.com → business info + FB profile → connect IG + payment method. (Follow a current YT tutorial; UI changes often.)
2. Campaign: create a new campaign.
3. Adset: name + conversion objective; set destination, bid control, value rules.
4. Budget: min $25/day (test 4-7 days) → max $300/day (test 3 days). More budget = faster data.
5. Audience — pick one:
   • Broad (no interest): custom age/gender, leave interests blank — let the scripting do the heavy lifting. Default choice.
   • Niched (with interest): add interests; one adset per interest for clean tracking (split when budget allows, e.g. $50 each on 3 interests vs $50 on a combined adset).
   • Lookalike: only when you have a bigger following / good engagement to build a custom-audience seed.
6. Geo (international offer): US, UK, Canada, Australia, NL/DE/DK/ES/IT, Singapore. Local offer → your region only.
7. Creative: attach the scripted creative.
8. Retargeting adset (optional): spend on prior profile visitors at low budget (~$10/day).
9. Launch: go back to the campaign (top-left) → Publish to launch everything at once.

For Story Ads: 80% of launched story ads are your best-performing existing stories + an added CTA. Pull your top 10 stories from archive → save photo → recreate as a story with "follow to learn more" → launch the same way as the Profile Funnel.

Common mistakes

• Sending paid traffic to a landing page when the funnel is designed to send it to the PROFILE.
• Launching ads before the prerequisites (offer, proof, content, mechanism) exist.
• Over-targeting interests on a broad campaign — broad + strong scripting usually wins.
• Combining many interests in one adset when you want clean per-interest tracking.
• Judging a test too early — respect the 4-7 day (min budget) / 3 day (max budget) windows.
• Boosting before you have a proven winner from Business Manager testing.

House note

Tracking sheet template lives in the source Notion; track ROAS/CPM/cost-per-booked-call. Keep ad spend and any Stripe links per Weblyfe money mandates (feedback_stripe_handling_mandates).