Author: catherine_h

What Forests Can Teach Us About Connection

In the deep grizzly backcountry of Canada in the mid 1980’s, Suzanne Simard was counting the ghosts of saplings that had perished seemingly without cause.  What she discovered was startling.

Susanne in the her memoir Finding the Mother Tree

She was researching the effects that the then current free-to-clear logging practices were having on the health and growth rates of the trees over long periods of time.

The reason that her saplings were dying was because a delicate balance of collaboration on the microbial level had been disrupted. You see, deep down below the undertow an enormous fungal web existed, which – under normal circumstances – would have been supplying her saplings with nitrogen – the crucial building block of photosynthesis.  A pyramid of creatures – earthworms, slugs, snails, spiders, beetles, centipedes bacteria, copepods, protozoa – all crunching one another, leaving behind tiny bits of excrements that then get consumed by even tinier critters – creating a nutritious soup full of nitrogen compounds.

But the land had all but been stripped bare save for the little saplings standing at arms row upon row.  The clear cutting policies allowed for ‘weeds’ like birch that were thought to hinder the fir by competing for sunlight and soil nutrients was actually killing the firs in the end.

What she discovered was that the birch was actually sending nutrients to the firs using a sort of mychorrozial network that transmit information molecules across synapses.

Competition and collaboration took on entirely new meanings.

Of course, when her research was published she was ridiculed by the policymakers and fellow researchers who were more interested in making sure a woman wasn’t the one to disrupt the politically fine-tuned industry of logging.

Trees know that the more successful the whole is the more successful the individual

She would later go one to show that elder mother trees provide nutrients and support to nearly every species in touch with its fungal web, even those that seem to compete against her saplings.  The reason for this is that the tree understands that its own young ones have a better chance of survival if the whole succeeds.

Today, her research forms the basis of most of our modern understanding on how plants communicate and interact with their surroundings.  The overall picture of all of her years of research is one where everything is recycled into itself in a symbiotic relationship of mutual benefit.

When I read of Susans’s recount in her book The Mother Tree, it reminded me that humans are also a part of this cycle of recycling and support.  We all need each other, even on the microbial level (or rather, especially), to continue to do what we do and thrive in order to also thrive.  We are all part of something bigger and the success of one of us means a higher chance of success for all of us.

It seems basic to say and common sense in a way but sometimes it’s easy to forget that we’re all in this together.

We have become isolated in our own technological worlds in many ways and perhaps there is something to be said in the exploration of the basic code of life transpiring as collaboration in forests and be inspired towards the possibilities of the implication on human life. The lone sapling may grow tall someday, but if it’s disconnection from the web of support it will be prone to decease and weather and decay and likely succumb at a premature age. Together with his siblings, however, the sapling will grow strong.




The Alchemy of Jealousy

The Alchemy of Jealousy

The science behind why we feel jealous and how to understand what it’s really trying to tell us

My career in flexing the emotion of jealousy started the moment my younger sister was born. Innately I must have understood on some deep biological level that this little squirming grub of a human was competing for my parent’s attention and affection. As I got older the competition shifted to clothing and later boys.

Me and my younger sis rocking the bowl cut

To watch my sister get a a bigger piece of cake than me boiled my blood.  As I got older the jealousy would be triggered by peers or colleagues attaining some achievement or circumstance I desired. Sometimes I would see the car I wanted drive by and feel a pang of bitter envy.

It didn’t feel nice to feel jealous and I wasn’t proud of it. So I would feel guilty about feeling jealous and then feel like a horrible person for even feeling jealous to begin with. It was psychological torture.

Though tried as I might to live the Taoist way and let it sliddddeee, jealousy would nip me in the butt when I would least expect it sometimes.

In my misunderstanding of the emotion I worked shame on myself as the number one defence against it.

Soon, I found myself stuck in a sordid self perpetuating cycle where the more I felt jealous, the more shame I felt, the shittier life was and the more scenarios came into my reality to make me feel even more jealous. My environment was exacerbating the whole scenario and the more that I was allowing this to frustrate me and cause me shame the more and more it happened. At the peak of my mental hiatus I was experiencing jealousy on the daily.

What I would soon come to realise is that the emotion of jealousy is actually a beautifully giving one when we understand what it it really saying to us.


Why We Feel Jealousy


If we were to look at the Taoist text or through the eyes of the Bible things might look a bit more grim if your name was Jealousy.

Tao Te Ching 3

                Not exalting the gifted prevents quarreling. Not collecting treasures prevents stealing. Not seeing desirable things prevents confusion of the heart.

                The wise therefore rule by emptying hearts and stuffing bellies, by weakening ambitions and strengthening bones.

                If men lack knowledge and desire, then clever people will not try to interfere.

                If nothing is done, then all will be well.

To believe yourself deserving of what another possesses is unrealistic


In short, the answer to the cure to jealousy is to not want for naught. Easy peasy. “To believe yourself deserving of what another possesses is unrealistic”, a level of humility I was far too weak to exercise, clearly.

The hardcore Darwinian biologist would have us believe that jealousy is a natural byproduct of being born of a species that reproduces sexually and has long gestation period.  It is therefore in the females best interest to keep other females away so that her mate may look after her and her child and on the paternal side it helps to cement this.   The modern day psychologist would have us think that jealousy is a red signal of something go off hinge somewhere deep down.

The anthropologist would have us know that free-loving societies do not express jealousy to the same degree and that the emotion seems to have sprung from the humus of the patriarchy (and thus rise of monogamy) and agricultural age (check out the ‘Sex at Dawn’ by Christopher Ryan for more on this topic) .

Whichever way you cut it, it wasn’t looking good for Jealousy.

why do we feel jealousy


What Jealousy is Trying to Tell You


I struggled with the cycle of negative emotions that came with feeling shame around my feelings of jealousy until I came across some teachings from a law of attraction guru Abraham Hicks.  To to point of jealousy, she explains that there are really two conversations to be had:

  1. what is wanted, and
  2. the lack of what is wanted

It struck a chord. I began to understand that the jealousy was signalling to me what I actually desired (whatever it was I was feeling jealous over), and that instead of self shaming myself for wanting these things I needed to acknowledge the desire.

Then there’s the lack of what is wanted, this is what hurt like a bitch.  The focus of the gap between what is desired and what is reality.  If focus shapes behaviours and decisions then whatever is focused on can only ever amplify according to observer-based laws of quantum physics. Once you place your focus on the lack of something you are making the love to yourself conditional on some outcome or experience to occur in order to feel some type of way.  The reality is it won’t even matter what that thing is or how menial or special it may be, the material world will never satiate a spiritual thirst. If you don’t figure out how to make that love conditional, you’re going to feel pretty insecure and that’s going lead to experiencing lots more jealousy. Round and round it goes, until one day you drive yourself so deep into the ground you have no choice but to face the music.

But this is where the magic of Jealousy comes in – it’s here to prevent you from having to chase your tail and to address the bugged lines of code before you hit the wall.

So you see, jealousy is a giving and beautiful emotion when we understand that it’s really telling us to give ourselves a bit more of our own love. When we experience it, consider it an opportunity to re-examine whatever conversation is happening in your mind at that time that may need re-framing. Don’t beat yourself up for it.  Take a deep breath and allow yourself to practice the act of changing the way you feel about the situation.

For some, that last statement may seem chastising and ‘easier said than done’.

This is where sexual gnosis can become a powerful ally.


How to Turn Jealousy into Your Advantage using Sexual Gnosis


“Just add it to the wank bank!” Those are the words that came out of my mouth on a video I posted to Instagram back in 2018. What I was referring to was objects of desire, not necessarily of the sexual sorts but rather the vision board sorts.

A “wank bank”, for those of you that are wondering, is basically an imaginary reference file used to arrange visual cues that you will use to either achieve or during states of sexual arousal.

The reality is that there is a time and place for jealousy and if you can have fun with your new desire of expansion then jealousy can be used as a powerful motivator to get you aligned with the desire.

The reason wank banks are so effective as a subconscious reprogramming tool is because when you are in a deep state of arousal or orgasm your brain is being flushed by dopamine and activations in the pre-frontal cortex allow you to more easily access altered-states of consciousness.  The wank bank is used as a fun way to store those visual cues of desire and during a state of orgasm those cues are thought about. It helps if you can visually see it, even if just printed, during the state of gnosis so for this reason masturbation often makes this more convenient.

(It may help to watch the video below to understand the concept better).


View this post on Instagram


A post shared by Cat Howell (@cathowell)


Final Thoughts


Your jealousy has nothing to do with the other person at all but is rather a direct reflection of the narratives you are telling yourself. 

Once I started to address the relationship with myself my jealousy naturally faded. The cars that once drove by and made me feel insecure now filled me up with pride.

When you feel jealous take it as an opportunity to identify what the desire is behind it and acknowledge it, don’t beat yourself up, your jealousy is communicating to you what parts of yourself you need to be more gentle on.  When others around you succeed practice joy and gratitude knowing that you are them and they are you and their success brings your own success closer into your own reality.

If all fails, add it to the wank bank. 




How to Find & Hire your FB Ad Unicorn or Contractor!

How to Find & Hire a great facebook ads specialist!


You thought trying to crack the sales game was the hardest part about building your business or agency until you had to hire Facebook ads specialist to manage the campaigns and funnels!

The experience can only be likened to trying to hit a miniature horse target using a blank BB gun at a rundown amusement park – exhausting and frustrating.

Hire the wrong person – and it can take you under.  Get the right manpower in – and your business can soar to new heights.

Over the past three years, we’ve hired over 16 FB marketers for our businesses (one of them an ad agency) and for our clients as well.

And I’ll admit one thing – I hate hiring. And I suck at it.  I usually hire based on gut instinct or will go and recruit friends, which doesn’t always pan out for me.

I’ve learned the hard and expensive way that there’s a right way to hire and a wrong way to find your unicorn. I also have yet to meet another business owner that has gone through the experience of having to hire as many FB Marketers as I have – and so, in a bid to help you avoid the expensive growing pains, I’m sharing with you the unique process we’ve developed inside our agency to ensure we find and bring in top talent.

As a preface, here is usually what we look for to hire facebook ads specialists (I’ll go into this a bit more in when I explain Phase 1 of the process):

  • Has drive and initiative
  • Resourceful
  • A creative eye and ability to pull strong copy together (although not always necessary as this can be outsourced)
  • Ability to interpret data in a strategic and meaningful way and communicate this back to a wider team
  • Thorough understanding and experience of the FB ads platform
  • Aligned with our company culture and values

If they have proven results in the given niche – even better!

But you can see why we call them unicorns now! 

The Unique “FB Unicorn” Recruiting Process

The process to hire Facebook ads specialist below is basically broken down into five phases, I’ve explored lots of different tacts through the years (including the “gut feeling” hiring process and the DISC profiling etc), this one – so far – has been foolproof. You’ll see why.

Here’s an overview of the “hire Facebook ads specialist” process (note this applies regardless if it’s for a contractor or in-house marketer you’re after. You could also use this process for different digital marketing specifies but would just need to edit phases 3 and 4).

Recruitment Phases:


Phase 1 – Talent Awareness

Phase 2 – First Assessment

Phase 3 – Second Assessment

Phase 4 – Third Assessment

Phase 5 – Phone/In-Person Interview

There are really two main things that happen in this phase of hiring Facebook ads specialist: first, you are identifying what your specific needs are and the outcome you want from a recruit and putting this into a job description.  Getting clear on salary or compensation is important here too.

As a general rule of thumb – an experienced FB marketer will command roughly $70-$100K salary.  If you’re looking for to hire facebook ads specialists as contractors, it can be anywhere from $1,500/mth-$10,000/mth depending on experience and skillset required and your spending. If you’re an agency contracting for an account, budget 25% of the account fee towards your contractor costs.

The second part of this phase is where you place your job in front of skilled talent.  This is oftentimes where most people struggle as – unless you already have connections or peers to refer you to marketers, it can feel like the Wild West out there (you can read more about hiring from the client perspective here).

Posting to relevant FB Groups and local job sites are just two of the ways to gain traction.  Likewise, you can use this free directory to get matched with pre-screened Facebook marketers based on your budget, niche and needs:

Phase 2 – First Assessment:


This part ties into the first phase in that – part of the job description asks that candidate complete a short survey.  The purpose of this is two-fold:

  1. Who reads instructions properly (you’d be surprised who many don’t)
  2. Identifying marketers with basic competence and understanding

The survey can be created in Google Forms and essentially asks them questions about ads, campaigns, and even hypothetical case studies they need to advise on.

If you’re unsure about potential questions, I’ve posted a few examples below.

Phase 3 – Second Assessment:


Most people stop at the first assessment when screening candidates and then hire based on a phone interview.  But one thing I learned the hard way is that being book smart is completely different from being actually good.

There are a lot of marketers out there that can dot all the I’s of FB ads on par, but when it comes to implementation – fall flat on their faces.

And here’s the truth, being a good FB marketer requires that one is skilled at:

  • The technical platform side of things
  • Creative and copyrighting
  • Data analyst able to optimize

These require fundamentally different parts of the brain – which is why the industry often has a saying when searching for a good FB marketer that you’re “looking for a unicorn”.

The second assessment aims to filter out those that can interpret data properly from those that can’t find the broken pixel in a haystack!

As part of this assessment, get each candidate that passed the first round (usually about 20 in this stage) to sign an NDA.  From there, give them access to an ad account and ask them to provide feedback.  This is unpaid.

Keep an eye out on how long it takes candidates to complete this task, who seems eager and hungry, and who requires chasing up (if you need to chase up btw this normally disqualifies them).

Phase 4 – Third Assessment


This final technical assessment is the reason our requirement process works so well.  What we do in this phase is we require our finalists (normally about 4 at this stage) to run campaigns on the account for a one week duration.

This will allow you to see how they work (ie: their naming conventions, how they optimise, how they build out creative).  While you shouldn’t really expect results in terms of sales or leads from a one week test, you can still get a great gauge on your talent pool and will begin to spot the stars that really know their stuff.

Just create a new ad account for each candidate and duplicate the funnel so they each have their own pixels and funnels to work with.

The reason you wouldn’t just run this assessment right from the get-go is that – for obvious reasons – you need to dedicate ad spend here for them to run the test (we normally allocate $500 each) – if you have a huge pool of 20 potential candidates, this becomes a costly exercise.

Again, this is usually unpaid although sometimes we do offer $500 payment to each candidate for the week so that they each take it seriously (you’ll find if you don’t pay only about half will complete this stage – which some would argue isn’t a bad thing as separates those that really want it from those that don’t).

Phase 5 – Phone/In-Person Interview


By this stage, you will have a very clear preference towards a couple of candidates.  Now is the time to get on calls and make a pick.  Oftentimes, this will come down entirely to company culture and who you best “vibe” with – and, after all this assessment – it’s actually ok to let your gut do all the talking here.

We’ve found ourselves in a position before where we couldn’t decide between two finalists and hired them both!

As you can see, the process is extremely rigorous but – while it may seem like it will take you a lot more time it actually saves you time as you immediately cut down phone interview time.

Take your recruitment process seriously and dedicate the time required to it – hiring the wrong person can take your business under, hiring the right person can grow it exponentially!


Your Turn!

Get matched with up to three FB Marketers based on your budgets, needs and niche (free service):

The Digital Marketing Guide to Trolls for Marketers

How To Deal With Trolls

The Digital Marketing Guide to show marketers how to deal with Trolls.

After six years of playing in the digital marketing space, I’ve become somewhat immune to trolls – I often forget how horrible of an experience it was to deal with trolls when I was first getting started out in the digital marketing world.  can be when you’re first getting started out.

Spurred on by a recent troll attack where I sort of slightly lost my usual cool, I thought it would be beneficial to create a mini digital marketing guide for all of you marketing wizards on the different types of trolls I have come to observe in the wild interweb and how to handle them.  Kinda serving as a reminder to myself as well lol.

Getting Started With How to Deal with Trolls

You don’t have to put an order for them, they will come uninvited with their unsolicited attitudes and opinions.

I have seen cancer campaigns get trolled. I’ve seen at-risk youth charities get trolled.  I’ve even seen brilliant and beautiful artists get slammed by trolls.

Heck, if mother Theresa ran ads she would get trolled HARD.

Says something.

They. Are. Everywhere.

And if you are making any sort of impact in this world, you’re going to need to get used to them and learn how to deal with trolls.

In fact, in many ways, trolls should serve as a sign that you are making waves as they have become a staple part of the line ecosystem.   

So the first step is to take a deep breath if you’re currently having to deal with them.  They ARE NOT a reflection of your self worth and please do not ever ever base any kind of decision on what a troll may have said to you other than the decision to let it be water off your back!

Ways to Mitigate Trolls

I’m of the opinion that you can’t truly ever get rid of trolls like these.  I’ve worked with too many fucking brilliant businesses and soloprenuers to have seen first hand that they are like the barnacles of the internet.

But, there are things you can put in place to protect yourself and or reduce the amount of trolling you get:

  1. Run awareness-based campaigns before running your direct response
  2. Hire community managers to handle your posts and feeds
  3. Have fun with them and be a master of how to deal with trolls


Here is a list of the most common types of trolls you will likely encounter:

The Bot Troll

These are basically fake bot farms that essentially are created to leave negative feedback and comments across ads and on blog posts.

How to spot them: the comments seem irrelevant to you or what you’re talking about. When you click on the profile it’s a random logo or a page with no content on their feed

How to deal with trolls of this type: They’re not human, no need to respond. Delete and block.  If the issue is persistent and growing have a look at where your traffic is coming from and review your campaign objectives or targeting.

How To Deal With Trolls

The Sexual Troll

They seek validation through shock factor and sexual gratification. Some are genuinely trying to connect but their approach is less than ideal.

How to spot – the dick pic in your inbox is usually a good indication. Comments or messages that are generated around sex or sexual acts usually give it away too.

How to deal with trolls of this type: Delete and ban the person from your ads. If someone messaged you you can also delete and ban although I must say my team and I have a bit of fun with these types and will respond d with dick pics sent from other trolls.

How To Deal With Trolls

How To Deal With Trolls


The Keyboard Warrior Troll

These trolls are a little bit nastier than the above and will make snarky comments, accusations, or leave abuse that can sting like a bitch!  Some will take things to the next level and start seeking out all of your content to troll, leave negative reviews on your page without ever having bought or worked with you and go so far as to create negative threads about you in forums.

How to spot them: Horrendous use of grammar most of the time. The profile photo is more often than not some stock image or a cat picture. When you check out their profile their feed is mostly shared links. If you check your CRM you’ll see they’ve never purchased or worked with you before.

How to deal with trolls of this type: They are rigid in their opposition to something, it stems from a deep fear of change and the uncertainty it could bring. They must have everything on their terms and feel in control.  This actually describes every single human being on this planet, however, this type of troll lacks the control in the aspects of their life that most of us as able to draw from and so find power in putting others down.   If it’s abusive or hate-based comments – delete and ban. If the comments are about your product and integrity then respond in a non triggered manner.

For example: “This is a scam and they’re just ripping people off”

Response: “Hey Fred sorry to hear you think this is a scam, I can see from our records that you have never purchased from us before. Can you clarify why you say this is a scam! We have worked with over XYZ customers and pride ourselves on being the best in the market”

If the comment is so ludicrous you can’t even answer in a logical way a good response is “you’re right”. There’s not much someone can argue about you after you tell them they’re right but to all others reading they will see how triggered the troll was to begin with:

Ex: You’re just an alien trying to scam all the money.”

Response: “You’re right”

How To Deal With Trolls


The Angry Customer Troll

These are customers that either struggled to get any response from your support team or weren’t happy with their purchase.

How to deal with trolls of this type: Believe it or not but you should come to LOVE these kinds of trolls as the social proof this will build on your online assets once you respond will be pure fuel to your marketing.  Use this as a chance to look after the customer, show you care and handle the issue.  Tip – never ever handle the logistics on the thread, always take it into a DM if possible.

Ex: “I bought my product six weeks ago and still nothing, this is just a big scam!”

Response: “Hey Fred, we’re so very sorry to hear you haven’t received your product yet!  We would like to sort this out for you asap! Please send us a DM with the email address you used to purchase and we will resolve this matter for you!”

An ad with this kind of commenting will propel your conversion rate as this is the kind of stuff consumers want to see, a responsive and caring company.

The Psycho Troll

I’ve only encountered two of these in my life, but boy oh boy – it makes me shudder to still think of those instances.  These are extremely rare but have a sharp bite when they decide to come after you.  They appear to have a personal vendetta against you and will go to great lengths to get a reaction from you and attempt to destroy you.

How to deal with trolls of this type: If you have a psycho troll on your hands tread carefully. The key is not to trigger them further whilst putting and end to the madness. First, reach out directly to them and leave a voice memo asking g to clarify why the sudden attacks. If this leads nowhere involve a lawyer with a restraining order or cease and desist.

How A Service Doc Can Help You Get Past Being Overworked and Underpaid

How A Service Doc Can Help You Get Past Being Overworked and Underpaid

Every freelancer or agency owner has at one point found themselves in a situation where they would underprice their services and go way over scope on projects, in an attempt to keep clients on the books.

And the truth is, it’s counterproductive for the growth of your business and makes it near impossible to gain any kind of momentum. If you look at the big picture, you’ll realise you’re often essentially working for free.

So you get to a point where you have to ask yourself an honest question: do your current prices reflect the future goals of your business?

And if the answer is no, you’re potentially missing one super essential piece in your business: a service document.

How does it work?

Your service document is basically a menu of all the services you or your business offer, as well as the deliverables, and how long each of these particular services take to fulfil. Once you have an internal hourly rate as well, prices for each task are easily calculated, and there are no longer those grey areas, which will avoid you going over scope.

For example, if you’re offering an email sequence, you’ll want to list out exactly what those deliverables are, how many emails (and revisions) are offered, if this includes integrations, and how long it will take you or your team to complete this. From there, you can easily work out how much (internal hourly rate x projected time to completion) you should be charging.

…And you might be surprised.

In setting up your service document, you might be shocked to find out that you could easily be charging about $1,500 minimum for email sequences, if you work out the actual deliverables and time spent fulfilling this service in a way that doesn’t burn you or your business out.

This is fundamental in gaining clarity with your clients and eliminating that infamous grey area where you inevitably tend to find yourself. Now, when you onboard a client into your business, their contract can specify exactly what deliverables you’re charging for and they’re agreeing to.

So if your client comes back and wants more revisions, extra copy, changes to graphics or additional email sequences, you can identify those as non-included deliverables and charge for those accordingly.

And then there’s business development…

Another thing the service document can do for you, is help you move out of the driver’s seat.

You’re expanding. You’ve got a lead generation system in place and a sales person taking calls, but you’re still constantly across and involved in every aspect of your business. And you shouldn’t have to be.

Your service doc is all your sales person needs to pitch clients accurate prices without your involvement whatsoever. And the rest of the team can take it from there, because they have a clear list of deliverables to get to work on.

This will save you hours of time, eliminate going over scope altogether, and help create the well-oiled machine you want your business to be.

To save over 25 hours time on setting up your service document, we’ve released the exact one we use in our 7-figure agency – so all you have to do is edit it accordingly. You can access it here.

And with that, this marks the end of your journey of being overworked and underpaid.

Scaling Facebook Ads – We tested 7 methods, here’s what’s working best….

facebook ads scaling methods

Split Test: The Best Way of Scaling Facebook Ads According to 7 Methods

So your campaign is running great and it’s time to scale – or maybe your client is in planing of scaling Facebook ads fast because they have a budget or ad spend quota they need to hit. However, what’s important to remember when you’re trying to scale, is that there are a number of factors that should change your approach. What are you optimizing for, for example? How fast do you want to scale?

What’s the difference?

There are a number of methodologies of scaling Facebook ads, here are the ones we’d like to test:

  1. Horizontal, no bid: duplicate ad multiple times, stay at the same bid amount/automatic bid
  2. Horizontal, manual bid: duplicate ad set multiple times, change manual bid
  3. Vertical, slow: scale ad set slowly by 16% per day
  4. Vertical, xtra slow: scale ad set by 10% every three days
  5. Vertical, fast: scale ad set by 40% per day
  6. Vertical, xtra fast: scale ad set by 100% per day
  7. Random, campaigns: duplicate entire campaign (pause ad sets that aren’t needed for test in duplicated campaign)

The Test

We wanted to see if there was really some “best” way of scaling Facebook ads, even though scaling is heavily dependant on several factors.


In this case, coming up with an exact hypothesis is hard, because as mentioned before, there are a few things you might want to optimize for when scaling Facebook ads.

For example, what is the priority here? Is it to scale as fast as possible? Or is it more important to maintain a healthy CPA/CPL? Which means there may not be a “best” way of scaling facebook ads, because there are definitely multiple interpretations of “best” in this case.

So why not run each methodology and see what happens to scaling Facebook ads?

Test Rules

  1. We are limiting the scaling tests to methods that keep the creative the same. This means that our test does not consider the possibility of introducing new offers in order to scale.
  2. We are not scaling out to new audiences in this test.
  3. The original ad set will contain 2 live ads each. For the course of the test, we won’t be allowed to pause or create any ads within any ad set that is part of the test.
  4. We will run this test on 1% lookalike audiences only, to keep the audience sizes the same across all tested ad sets.
  5. We will NOT select expanded interests in any ad set that is part of the test.
  6. We will not do any form of optimization over the course of the test.


Here’s how we ran our scaling Facebook ads test:

  • We created 7 separate campaigns (1 for each test)
  • Optimised everything for the ‘Lead’ conversion
  • 7 Days Click 1 Day View
  • Automatic Placements

Some possible problems that could affect the outcome:

  • Overlapping audiences
  • Differing auction conditions across the difference audiences


Facebook Ads scaling Method 1


Total Spend: $130.48
Daily Spend: $20
CPL: $4.50
CPC (Link): $1.09
CTR (Link): 0.92%
Leads: 29

7 Days Post-Scale:

Total Spend: $540.02
Daily Spend: $80 (in one ad set ads were disapproved and never ran)
CPL: $7.17
CPC (Link): $1.43
CTR (Link): 0.91%
Leads: 76

This resulted in a 59.33% rise in cost per opt-in, in the 7 days post reaching the desired scale (and we didn’t even quite reach the desired scale because one ad set was disapproved)

facebook ads scaling method 1


Facebook Ads scaling Method 2


Total Spend: $128.56
Daily Spend: $20
CPL: $5.84
CPC (Link): $1.08
CTR (Link): 1.42%
Leads: 22

7 Days Post Scale:

Total Spend: $638.52
Daily Spend ~$100
CPL: $13.59
CPC (Link): $2.31
CTR (Link): 1.15%
Leads: 47

This resulted in a 132% rise in cost per lead in the 7 days post reaching desired scale


Facebook Ads scaling Method 3


Total Spend: $128.35
Daily Spend: $20
CPL: $4.14
CPC (Link): $1.38
CTR (Link): 1.36%
Leads: 31

7 Days Post Scale:

Total Spend: $666.92
Daily Spend: ~$100
CPL: $9.39
CPC (Link): $1.67
CTR (Link): 0.98%
Leads: $9.39

This resulted in a 126% rise in cost per lead in the 7 days post reaching desired scale

facebook ads scaling method 2

Facebook Ads scaling Method 4

*This is the super slow scaling method. We still haven’t reached our daily budget goal of $100/day

But the cost per lead has shot up and it seems this is too slow to be practical.

Facebook Ads scaling Method 5


Total Spend: $128.35
Daily Spend: $20
CPL: $6.11
CPC (Link): $1.13
CTR (Link): 1.55%
Leads: 21

7 Days Post Scale:

Total Spend: $701.49
Daily Spend: ~$100
CPL: $6.68
CPC (Link): $1.28
CTR (Link): 1.15%
Leads: 105

This resulted in a 9.33% rise in cost per lead in the 7 days post reaching desired scale

facebook ads scaling method 3


Facebook Ads scaling Method 6


Total Spend: $128.47
Daily Spend: $20
CPL: $6.76
CPC (Link): $1.61
CTR (Link): 1.10%
Leads: 19

7 Days Post Scale:

Total Spend: $701.53
Daily Spend ~$100
CPL: $6.56
CPC (Link): $1.37
CTR (Link): 1.12%
Leads: 107

This resulted in a 3% DROP in cost per lead in the 7 days post reaching desired scale

facebook ads scaling method 4


Facebook Ads scaling Method 7


Total Spend: $128.08
Daily Spend: $20
CPL: $4.42
CPC (Link): $0.95
CTR (Link): 1.41%
Leads: 29

5.5 Days Post Scale (These got cut because people weren’t moving through funnel at all on the back-end):

Total Spend: $525.74
Daily Spend ~$100
CPL: $7.30
CPC (Link): $1.38
CTR (Link): 1.26%
Leads: 72

This resulted in a 65% increase in cost per lead in the 5.5 days post reaching desired scale

facebook ads scaling method 5



Scaling 40% or 100% daily performed the best in our test.


Final Conclusions

Scaling 40% or 100% daily performed the best in our test. The 100% daily scaling actually resulted in a lower cost per conversion at scale. It’s also worth noting that for both of these scaling methodologies the CPL didn’t really shoot up even as we were still scaling.

None of the scaling methods where we duplicated ad sets or campaigns seemed to work that well for us. Though it’s possible that by getting the right configuration of manual bids you might have better luck.

All that said, please consider that there are other scaling methods that we didn’t test here. For example: scaling out to new audiences has traditionally worked really well for us. Also campaign budget optimization is looking like it’s going to be a really really good tool for scaling (results to come). And finally, introducing new offers to your audience can be another great way to scale.

Usually it’s a matter of combining a few of these methods in order to achieve the best results!



When setting up a campaign – Facebook will ask you whether you want to optimise for a 1 day click or a 7 day click 1 day view.

The following posts examines which window to optimise for for optimal campaign results.

What’s the difference?

When you set up a campaign, Facebook automatically defaults to 7 day click.  The 1 day click means that Facebook will optimise for more people that take action and trigger your event within 1 day of click on the day. A 7 day click 1 day view means that Facebook will optimise for more people that take action within 7 days of clicking your ad and seeing it within 7 days.

Basically, once you have run enough data through your funnel, if you notice that most of your conversions take place within a 1 day attribution frame (you can check this by clicking on your Reporting Columns > Customise Columns > bottom right you will see “Comparing Windows” > select the attribution windows you’d like to check), then the logic goes that you should be optimising for that window at the ad set level to improve performance.

What’s Facebook’s Advice?

Facebook pretty much advises you to choose the window based on two things:

  1. the purchase cycle of your product (ie: if you’re selling something that needs consideration then opt for 7 days)
  2. the window that will get you closest to 50 conversions per ad set per week (as this helps their delivery system learn who it’s best to show your ads to)

They advise to run a split test and:  

“You should choose your conversion window based on the type of conversion you value and want to measure. Don’t measure using a conversion window that doesn’t make sense for your product. Your conversion window should help our delivery system get you what you actually want. That being said, there are certain laws of statistical probability we can’t get around. We do need about 50 conversions per week to optimize an ad set’s delivery. If you can’t get that many, we recommend choosing a more common result. If that doesn’t work, try a longer conversion window. We also recommend trying out various relevant combinations of conversion windows, optimization events, bids and budgets to see what works best for your business..”

Can I switch the optimisation any time?

Yes, accordingly to Faecbook, changing your window won’t cause you to lose any conversion data. However, in general, we recommend against changing your conversion window unless you want to measure results using a different attribution window..

Keep in mind when switching conversion windows that we recommend letting the updated ad set run for a few weeks (of about 50 conversions per week) so our delivery system can adjust to it. This gives us time to learn how to best deliver the ad set for the new window. After the adjustment period, we recommend letting the ad set run for at least another week or two so you can see the results with optimized delivery. This is especially important when switching to a longer conversion window since more time needs to pass for us to have all the data.

The Test

We wanted to see if there was a significant difference between the optimistion windows so we set up a split test and dedicated $2,800 to testing. This was for one of our own funnels and the conversion trigger was for an opt in into a free lead magnet. Here are the results below.


Optimizing for 1 day click will result in lower cost per opt-in since Facebook will optimize impressions for people who are likely to take immediate action.

Things to consider:

For this test we are testing 1 Day Click vs. 7 Day Click 1 Day view conversion windows. The results should be valid for TOF lead gen campaigns optimized for opt-in conversions.

Test Structure:

Standard split test (with delivery optimization as the split test variable).

Other ad set settings to note:

Auto placements
Optimization for ad delivery: Conversions
Bid Strategy: Auto (lowest cost)
Conversion event: Lead (standard event)
Delivery Type: Standard

Test 1 Results:

1 Day Click:
CPM: $37.18
CPC (Link): $1.20
CTR(Link): 3.10%
Total Spend: $1,473.95
Cost Per Lead: $5.44

7 Day Click 1 Day View:
CPM: $36.39
CPC (Link): $1.20
CTR(Link): 3.03%
Total Spend: $1,473.95
Cost Per Lead: $5.19

Test 2 Results: 
1 Day Click:
CPM: $29.18
CPC (Link): $3.46
CTR(Link): 0.84%
Total Spend: $601
Cost Per Lead: $23.1.5

7 Day Click 1 Day View:
CPM: $24.19
CPC (Link): $2.66
CTR(Link): 0.91%
Total Spend: $601
Cost Per Lead: $13.98

Statistically significant? Yes

There’s an 86% chance we would get the same winner if we ran this test again.

Final Conclusions:

Using the 7 Day Click 1 Day View conversion window outperformed 1 Day Click in both tests. In test one, 7 Day Click outperformed 1 Day Click by about $0.25 per opt-in but we weren’t able to reach statistical significance before the test ended. In test two, 7 Day Click outperformed 1 Day Click by about $9 per opt-in.

These results were statistically significant.

When you set up a campaign, Facebook automatically defaults to 7 day click.  As a result of this test, we will be continuing to use the default setting for our campaigns, including the ones that usually have 1 day attributions.  


IMPORTANT: this test was run December 2018. If you are reading this and it’s been more than 6 months results may no longer be applicable – FB changes FAST!!!

How to Stream a Live Counter on Facebook

Instead of having to create a video for your launch offer that involves hours of recording time and managing your posting at just the right time, why not try streaming a live counter to your Facebook page.

This is setup using ClickFunnels and OBS, so check out the steps below to create your own.


You can only record a live for 4 hours so make sure you set yourself a reminder otherwise you’ll need to go live again.

Step #1

Create a custom landing page, it doesn’t need to be anything too fancy and create a counter function.

Step #2

Open OBS (software for recording and live streaming) to edit. Make sure you have scene selected and under the sources category select Window Capture from the menu and the correctly labelled capture you are using. Then click ok. From here you can adjust or re-position your window to suit.

Step #3

Inside your Facebook page under publishing tools in the top tool bar, click create then select live video from the menu options. Once your live screen appears, click connect and you will see that Facebook gives you a stream key. Copy this key and go back inside OBS.

Step #4

Once in OBS, select settings and then stream in the left hand side of the menu. Click show and paste in your stream key. Click ok.

To note: Every time you go live (with a new live) or stream a live counter on Facebook you will need a new stream key.

Step #5

Click on start streaming and your live stream screen will show. You can choose to share it in a Group or a page and make sure to add any copy and a title (you can’t go live with video without one).

You can now push go on your counter will go live. You can continue doing any work or browse any sites on your laptop with no interruption to your post.

Links to:

OBS – Free software for recording and live streaming

How to Pitch and Onboard Lead Gen Clients

Not All Lead Gen Clients Are Created Equal

This industry is often one of the best ones to get started with as Lead Gen funnels are fairly “easy” and straightforward to work with. But if you feel like you’re getting stuck inside the Freelancer loop and are facing a bottleneck when it comes to onboarding Lead Gen clients, then below you’ll find a guide for the how to’s when it comes to this specific niche.

Determine your type of client

Not all Lead Gen clients are created equal.

Some will be highly price sensitive.  Others will be easier to onboard at higher price points that can sustain an agency and team.

Those that typically resist agency pricing include: realtors, restaurants, mechanics, & dentists (to name but a few – as this is a generalisation, you can often get some of these across the line at $5K-$10K).

Some of those that can be onboarded at the right price include: solar companies, mortgage brokers, insurance brokers, plastic surgeons, franchises, property developers, car dealerships (etc)

Ask yourself, who am I willing to work with? Are they a sole trader or are they a Franchise owner? Are they price sensitive? The last thing you want is to be struggling to onboard your clients at the price you want. Be selective. Choose the clients that are serious about marketing their business and structure your business in a way that works for you.

Create a checklist

This is ideal to have for your sales team or yourself so that that you can screen your potential client to make sure that this will be a perfect situation. Things you should include in your checklist are focused on experience with ads, their objectives, their current lead sources, role allocation within their business etc.

After you have had your initial call with your potential client, you would then do a mystery shop. Are they following up the leads? What’s their communication like? Are they getting in touch with me?

You want to make sure that all of your processes are in place and that they have you covered to avoid compromising yourself your enthusiasm, work ethic and your team.

Identify the Lead’s Existing Sources

Make sure you identify how your prospect is currently attracting leads into their business in your initial call and when you go through the scope with your client so you can set explicit expectations regarding traffic referrals.

Referral based traffic converts are exceptionally high, so if your clients are converting 80% of all leads, make sure to reset their expectations to a Facebook referral level.

If these aren’t set, and your client isn’t aware, you’ll again fall into the trap of compromising your work ethics.

Can they handle the leads and tasks?

This is super important and should be made clear in the initial call. Do your clients have time to call and manage the leads that are coming in. How fast can they follow up a lead? Leads will close a lot higher if they follow up immediately. Can they handle community management of their ads?  Making sure the workload is manageable and again that expectations are set.

To note: Setting the expectations right from the beginning will help build trust between you and your client.

Remember – The one thing you can’t control is the final sale. So take the time to setup your checklist and processes and pitching and onboarding your Lead Gen clients will be a much easier process.

Key points to remember

Not all lead gen clients are created equal. There are those that will be more or less price sensitive

  • Use a checklist to screen leads during your first call and then mystery shop them before pitching them in
  • Be sure to make sure you identify where their current leads are coming from – set expectations around what conversion rates will look like from Facebook traffic
  • Cheap leads does not necessarily equal customers!
  • Be sure to establish who is responsible for the ad community management clearly
  • Be sure to identify if they can handle the level of leads they are requesting
  • Be sure to run checkpoints during the testing phase to optimise campaigns properly
  • Don’t get discouraged by all the talk about Facebook and agency models, stay the course – you are building a skill set very few possess, one that will open up great doors for you down the line!

For more – watch the full training here:

Repeat Purchase Strategies (And two hacks you had no idea about)

It’s sad but true… marketers (& brands) usually completely overlook the most important people that drive the business – customers.

As in, existing customers.  Those that have already shown trust, affinity and preference over other products towards yours (or your clients’).  Individuals who have already been through whatever complex mind-blowing funnel you managed to concoct.

They buy – and I guess we kind of just assume they’ll buy again, or that the weekly email blasts will o their thing.

And if you’re in the ecommerce or online coaching/courses space, and you are guilty as charged of NOT having a funnel specifically for existing customers – you’re leaving money on the table.

On a recent FATC training call – Tom and I discussed some of the strategies, implications, and hacks behind re-activating existing customers.


We all know it’s cheaper to convert a hot lead (aka: a customer) than to take a cold lead through an entire funnel.

Rolling out repeat purchase funnel strategies means you will lower the overall CPA, increase results, and have a happier client on your hands.


So how do it work? There’s pretty much two simple “formulas” to this approach. Please note, the specific date ranges will vary vastly depending on your product, consumption length and how extreme you want to get with your retargeting stacks.

But here is the basic formula:

So you create a custom audience of people that purchased within a specified timeframe and another custom audience of people that purchased over a another period of time.  You will basically deduct one from another to get to a specific timeframe of people that bought.

Here’s an example of what it would look like in your ad account:

In the above screenshot – we are basically targeting people that purchased 16-30 days ago.


Well consider two important points:

  1. How long does it take for product delivery or consumption – it makes no sense to retarget someone with a “buy another one” or up sell if they haven’t even received the initial first purchase (hack: you can actually create dynamic custom audiences of people that received their products by connecting this with DHL)
  2. Consider the relevancy – if you are targeting someone that purchased a mini course about FB ads 180 days ago, it could very well be that the are no longer in the industry or space or interested in FB ads anymore.  Make sure you consider relevancy when assigning timeframe windows.



Ok – so here’ where it gets fun.

To take this formula to the next level – either target or exclude a custom audience of people that have already purchased more than once from you.

You can set this up inside your Audience tab, here’s how:

Step #1: Create website custom audience

Step #2: Select “Purchase” event (r whatever event/custom conversion used to track sales)

Step #3: Click on “Refine By” and select “Aggregate Value”

Step #4: Select the frequency (so if you choose 2 that means people that triggered that event twice)


With this you can now ensure your retargeting campaigns is ONLY targeting those that have only bought once from you OR you can run a specific campaign targeting repeat purchase customers.

What could your creative be?

Here are just some examples, but whichever approach you choose, try to be a bit more informal with this audience – after all, they are your customers!

If you would like to listen to the entire training call replay with Tom & Cat – enroll in FATC private membership today.