Webinar

From Foundation to First Ad: Build Ads Live with Rob Schwartz

Originally Aired

June 4, 2026

Who you'll hear from

Rob Schwartz

Grow Support Specialist

PushPress

Zach Forrest

PushStart Host

PushPress

Watch the replay

Key Takeaways

Build lead capture from scratch Forms, landing pages, and the CRM connection that makes leads usable the second they hit submit — wired to your ads from day one.
The follow-up that closes Speed-to-lead automation, nurture sequences, and the missed-call workflow Rob calls the single highest-ROI thing most gyms aren't doing.
Track what actually matters CAC, LTV, and source attribution inside Grow, so you know in real time whether your spend is working.

Full Transcript

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Zach Forrest, PushPress: Let's go ahead and kick off. I want to welcome everyone back to another Push Start webinar. My name is Zach Forrest, and I'm with Mr. Robert Schwartz, the one and only. In part one, Rob walked you through the full framework.

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Zach Forrest, PushPress: When ads work, and when they… not when ads don't work, but basically why you would choose to go with an agency or

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Zach Forrest, PushPress: do it in-house, and we had such great feedback about being able to build it in-house that Rob decided to do part two, where it comes to building from the ground up. So, we're not gonna talk about theory, we're not gonna… Rob, you don't have any slides, do you?

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Robert Schwartz: There's no slides today.

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Zach Forrest, PushPress: Yeah, it's just a straight demo. Rob is doing.

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Robert Schwartz: We're gonna do it.

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Zach Forrest, PushPress: inside Grow. He's gonna use some AI tools, and he's gonna take you from ground zero all the way to the high-rise. We are gonna be… we're using work ethic, KC, right? We're using my gym as the testing room. Yep, there's a lot of trust here. There's a lot of trust here.

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Robert Schwartz: Appreciate that.

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Zach Forrest, PushPress: So you're gonna watch him build it in real time, and I'm gonna be manning the chat and Q&A, and if you need anything, throw it in chat, and we will, we will address it. So, I'll try to make sure, thanks, Diana, if there's an echo, I'll probably…

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Zach Forrest, PushPress: mess around with my audio settings, but Rob, you sound pretty good to me, so let's jump into it. Go for it.

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Zach Forrest, PushPress: Did I lose Rob?

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Robert Schwartz: Can you guys here?

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Robert Schwartz: Nope.

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Zach Forrest, PushPress: We lost you for a second. I gotcha.

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Robert Schwartz: Buyback? Yeah, looks like we.

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Zach Forrest, PushPress: Yeah, you're back.

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Robert Schwartz: Yeah, yeah, yeah, alright. Start again. Guys, thank you so much.

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Robert Schwartz: Yes, the recording will be available, and we'll send it out to everybody. So if you can't stay for the whole time, we'll send you the recording. My goal is to do this in about 30 to 35 minutes. I've done a lot of prep in advance of this so we can move through the steps pretty quickly. Again, like Zach shared, if I'm going too fast or you have a relevant question, please drop it in the chat. Zach will stop me, I'll answer the question. But the goal for today is to show you how to build ads inside of Grow all by yourself.

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Robert Schwartz: Using, a method that I like to use, it's using AI, because AI is so amazing. Full context, I did spend a little time with Zach yesterday, doing some interviews, and asking him some important questions about his business and about his client avatar. And in advance of this, I went ahead and prepared an AI prompt, that's gonna kick us out some ad copy.

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Robert Schwartz: Don't know what it's gonna do, so that's… I wanted to save it for this, so that you guys can experience what this process looks like live.

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Robert Schwartz: But the goal is today to create some ad copy, and then we're gonna go into Grow, and we're gonna build an ad out using Ads Manager directly in Grow, and launch it, take it live, and spend Zach's money.

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Robert Schwartz: And, which I always enjoy doing, and then we'll answer some questions for you guys. The goal is to make this as simple as possible and show you how easy it is to actually do this yourself.

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Robert Schwartz: It gives you a great opportunity to control your brand voice and message, and also to keep your hands on the… on the pulse of what's going on with your ads and your hard-earned dollars, because there's two things every gym owner needs. It's time and money, both are scarce, so I want to save you time and save your money with this process. So let's get started. I'm going to start in Claude. We're going to start right away with our,

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Robert Schwartz: with actually, coming up with our AI prompt. So again, really quickly on this, what I did was I…

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Robert Schwartz: Let's see, I want to go to Claude. Here we go. Alright, everybody can see my Claude?

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Robert Schwartz: Beautiful. Alright, so I'm in Claude Cowork, and obviously, I, like I've shared with you guys, I spent a little time with Zach yesterday. Great little context for you guys. Have Claude interview you. I work with Claude all the time, and I use him as a thought partner. I ask him questions, I ask him to interview me, and the way that I like to set up ads is, I like to give him website.

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Robert Schwartz: I like to tell them what my goals are, in client acquisition, tell them a little bit about the business, who our avatar is, who I'm trying to target, and what our call to action is going to be. In Zach's

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Robert Schwartz: situation. We're going to create a call to action that leads people to a discovery call. Zach's process is discovery call into a no-sweat intro, and then providing them expert solutions into what the best start for them at work ethic is going to be. So our call to action is going to be a discovery call.

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Robert Schwartz: And we're gonna use Claude now. We have a prompt already set up and ready to go that I built in advance so that we could do this quickly, and we're gonna generate some ad copy. Are you ready, Zach?

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Zach Forrest, PushPress: Let's… Here's my… Let's go.

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Robert Schwartz: Here's my prompt.

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Robert Schwartz: Let's see what we're gonna get here. I'll share this prompt with you guys after the call as well. We'll include it in what we send out, so you can see kind of how we came up with that prompt, and some simple directions on how to have Claude interview you, so that you can essentially create your own ad copy.

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Robert Schwartz: Because, let's face it, you guys are all coaches, trainers, business owners, you're not marketers, but Claude can help you with all of that. So, let's see. Let's see what he's gonna kick out for us.

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Robert Schwartz: It's thinking hard.

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Zach Forrest, PushPress: Give it on Opus, 4.7, yeah.

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Zach Forrest, PushPress: Give me thinking.

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Robert Schwartz: Alright, here we go. So let's start with the headlines. So I did ask them to give me 3 headlines. We're gonna build with 2.

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Robert Schwartz: You're not busy, you're unaccountable.

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Robert Schwartz: Cool.

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Robert Schwartz: Most gyms sell success, we don't. The hour shows up when you do. Interesting. Alright, let's see the copy. 138 words. I asked for a short to medium copy. You've been going through the motions at the Globo gym for a year. Same workout, same machine, same body. There's no plan. Nobody knows your name. Nobody notices if you skip. You leave the same person you walked in as. The part you tell yourself that you don't have time isn't actually true. You make time for what someone's holding you to.

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Robert Schwartz: The hour shows up when a coach is expecting you in. At Work Ethic KC, every session is prescribed in coach. Your coach knows your name, your history, and what you're working towards. Session 1 or Session 50? Cassier put it like this, extremely passionate, intelligent, and fun. You won't regret making work ethic your new home.

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Robert Schwartz: Book a discovery call, just a conversation with a coach, no pitch. Oof.

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Robert Schwartz: I love that.

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Zach Forrest, PushPress: Hey, you know what? This is really accurate to our brand voice document, and Cassie actually said that. So that's… I don't know where it pulled it from. Where's it pulling it from?

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Robert Schwartz: I gave it to him.

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Zach Forrest, PushPress: Oh, okay, you scared the shit out of me, I was like, AI dead.

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Robert Schwartz: Definitely knows too much.

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Robert Schwartz: So, part of my interview process was Claude actually asked me, can I provide him with a member quote? Well, what I did was, I actually went to your website and pulled a Jim Happy review directly from your site, and gave it to him. And so that's how we inputted it into the copy.

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Robert Schwartz: But what you just shared is really good, because I asked them to speak to your brand, to your tone, to your voice, based on what you shared with me yesterday, and how your tone and voice presents outwardly on your website. So, the goal of this is to provide people with real talk.

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Robert Schwartz: straight talk. This is… I mean, let's be honest, the tone of this is… it's pretty… it's pretty pain-based, and I like that, because, unfortunately, the folks that are coming to us are experiencing some level of pain, right? It's frustration, it's pain, they don't like the way they look, the way they feel, they don't like the way that life is going for them, and they need to find somebody like a Zach

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Robert Schwartz: that can hold them accountable, because let's face it, guys, 95% of the people that come to us, they're not struggling because the gym that they came to sucked. It's because they lack accountability, and they lack prioritization, and so this ad really speaks. And this is what people want now, right? There's no gimmicks in this ad. There's no, we're looking for 10 people to undergo a body transformation.

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Robert Schwartz: And what this will also do for you, Zach, is that this will speak to people.

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Robert Schwartz: This isn't speaking to a service, it's not speaking to a gimmick or a challenge, this is just, hey.

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Robert Schwartz: I see you.

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Robert Schwartz: I understand what you're going through. Get on a call with me. I'm not gonna try to pitch you anything. I just want to learn more and see if I can help.

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Zach Forrest, PushPress: I like it.

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Robert Schwartz: that really resonates with people now, right? This isn't 10 years ago, where Mosey, where we're looking for 10 people who want to go a body transformation in just 30 days, 6-week challenge. This is just real. And that's who you're looking for in your gym, is that correct?

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Zach Forrest, PushPress: Yep.

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Robert Schwartz: Alright.

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Robert Schwartz: Claude even gave us a little bit of, a little bit of side notes here. Quick read on what this ad does well. Opens with a statement that names the avatar's exact reality, not a question. Diffuses the time objection inside the body, not as an afterthought. Brand voice is preserved, we sell accountability, reframed without being quoted verbatim. Social proof appears as a casual quote, not as a testimonial block, and the CTA is the softest possible. Just a conversation.

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Robert Schwartz: Zach, you like it? Any changes you want to make?

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Zach Forrest, PushPress: Oh, I like that, actually. Yeah. I love it. Let's go with it.

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Robert Schwartz: Okay, let's build, shall we?

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Robert Schwartz: Alright, let's go in the grill.

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Robert Schwartz: Let me stop this share.

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Zach Forrest, PushPress: Yeah, Ren, I saved that question for the end. We're gonna talk about setting up co-work, and then usage, blowing through usage at the end, Robert, because that's a concern that someone had. But I think that's worth diving into at the end.

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Robert Schwartz: I like that.

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Robert Schwartz: Why can't I share this other screen?

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Zach Forrest, PushPress: Let's see…

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Robert Schwartz: Can you stop my share for a second?

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Zach Forrest, PushPress: Yep.

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Robert Schwartz: Thanks, bud.

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Zach Forrest, PushPress: I got you, I got you.

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Robert Schwartz: Thanks, man.

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Zach Forrest, PushPress: Where is… Oh, nope, I just stuck.

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Zach Forrest, PushPress: I stopped his video. That's funny.

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Robert Schwartz: That's okay.

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Robert Schwartz: Can do that, too.

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Robert Schwartz: Oh, hold on. Hold on, buddy, I gotcha. I gotcha. Hold on, I got it.

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Zach Forrest, PushPress: There it is.

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Robert Schwartz: Thank you. Alright.

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Robert Schwartz: Live… live demos, guys.

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Robert Schwartz: Alright, here we go. Everybody can see my screen now.

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Robert Schwartz: Wonderful. Alright, here you are, Zach. We're in your grill.

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Robert Schwartz: Alright?

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Zach Forrest, PushPress: I've done very little in here.

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Robert Schwartz: So, we're gonna start first. So, we've already deployed Ads Manager in here for him, so we can find that here in Marketing.

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Robert Schwartz: Social.

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Robert Schwartz: this is his ads manager. He's got a couple of things connected here, Google My Business, his Instagram, his Facebook. We're gonna just work in meta today.

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Robert Schwartz: We're gonna go into Ads Manager.

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Robert Schwartz: And for those of you that worked in Ads Manager before, this is essentially his ads manager connected through Grow.

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Robert Schwartz: This will not bring in all of the ad campaigns that you have created outside of Grow. What this will do is keep all of the ads that you create inside of Grow here for you to see. You'll also be able to see all of your statistics and settings and stuff like that, and we'll go through that at the end.

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Robert Schwartz: But I do like this because it keeps everything in Grow. As far as I'm concerned, Grow is your source for, you know, lead and acquisition, so keeping everything kind of in this space keeps everything easy. Plus, all the forms are instantly connected, and then at the end of this, I did forget, I'm gonna build a quick workflow to nurture these leads for you, so…

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Zach Forrest, PushPress: Oh, yeah.

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Robert Schwartz: Let's get started! Where are we gonna create our… hopefully this will show you guys how easy this is to go step-by-step. This will walk you through the process. We're gonna create a meta ad, we're gonna start from scratch.

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Robert Schwartz: The first thing that we're gonna do, we're gonna name this.

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Robert Schwartz: We're gonna name this June 2026. Just gonna keep it really simple. All right.

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Robert Schwartz: You're gonna have some options here. What is your objective? Lead generation, website traffic, engagement, and sales, okay? What you want to do is you want to stick in lead gen. Website traffic is just essentially an awareness campaign. It's, here's my ad.

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Robert Schwartz: Call to action sends people to your website. You can run those as well. You don't need a… you don't need a $25 a day minimum on that. It's a very simple $5 a day if you want to run just web traffic. For this purpose, we want to create actual leads, so we're going to stick with lead gen.

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Robert Schwartz: And we are not a special ad category. Special ad categories are like employment, housing, politics, online gaming, and gambling. Zach, you're not doing any of that, right?

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Zach Forrest, PushPress: Not that I'm aware of.

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Robert Schwartz: Perfect. Alright, so now we're gonna start… so this is the name of our campaign, this is the campaign level. Now, the next thing is to do is we're gonna create an ad set, okay? We'll keep it simple with the naming, ad set 1, and ad set 2 is what we're going to do.

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Robert Schwartz: We're gonna verify that we're connected to the right pages, Worketh KC on Facebook and on Instagram. And then this is gonna give you options, okay? Two options that you have here, Instant Forms, which is what we're going to do today, because this is the simplest way to create an ad campaign. And then the next one is website. Two things I'm going to stop and chat on here really quick. So website means

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Robert Schwartz: We call this a web conversion in the agency space. Web conversion means that when somebody clicks the ad call to action, it's going to take them to a landing page, a website landing page. You can create those, or funnels, those of you who've worked in ClickFunnels or any other type of funnels before, that's what website essentially means, is you're sending them externally to a funnel.

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Robert Schwartz: I recommend doing that if you are going to do a web conversion. We talked about this on the last seminar. Web conversions get you,

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Robert Schwartz: a little bit higher intent from your leads, because it takes them through additional steps in order to become your lead. You can tell a story, talk about your programs, share some more videos, testimonials, things like that. You can actually build those directly in Grow, in Funnels. That feature is available to you.

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Robert Schwartz: We won't do that today because it is time-consuming, so we're gonna stick with Instant Forms, okay? And then selected placements, alright? Selected placements means where you want these ads placed. Facebook has feeds, Reels, Marketplace, Instagram, Feeds.

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Robert Schwartz: stories, etc. I leave it on auto, recommended, because I'm gonna let Facebook and their AI put them in the best placement. If we do another seminar where we talk about looking at live ads and making adjustments based on metrics, we can talk about looking at placement data, but for now, just leave it on auto, let's keep it simple, all right?

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Robert Schwartz: Zach, we're gonna do $30 a day, because that's your current budget for ad spend, is that correct?

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Zach Forrest, PushPress: Yep.

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Robert Schwartz: Beautiful. Next thing, please do not skip this step.

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Robert Schwartz: This is where you want to place your ads.

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Robert Schwartz: it automatically

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Robert Schwartz: This is where everybody gets stuck. It automatically puts the United States, and what a lot of people do is they start putting their location in here, and they set their location, and it's also still on United States, which means their ads are gonna deliver.

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Robert Schwartz: to everybody across the U.S. Zach, what'd you tell me yesterday? You were running ads, and somebody in, like, a whole other state got your ads, right?

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Zach Forrest, PushPress: Yep, absolutely. I mean, we're on the border of Kansas and Missouri, but someone, I think it was, like, Ohio got it, so…

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Robert Schwartz: Right, yes, so you're targeting, it's a waste of ad spend, nobody's gonna drive from Ohio. I mean, you're great, your gym is fantastic, but I don't think anybody's gonna commute from Ohio every day, right?

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Zach Forrest, PushPress: I wouldn't drive that far, that's for sure.

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Robert Schwartz: Alright, so let's set your geolocation. Zach, what's your address?

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Zach Forrest, PushPress: Let's… zip code? It's Kansas.

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Robert Schwartz: So you know.

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Zach Forrest, PushPress: Or he's…

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Robert Schwartz: Give me your exact address.

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Zach Forrest, PushPress: Okay, 1306… West 39th Street.

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Zach Forrest, PushPress: Oh, and it's Kansas City, right there, there it is.

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Robert Schwartz: Boom. Okay. Now, we've got that.

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Robert Schwartz: But watch, see, this is still here. It's still including the United States. Just X this box out for me, guys.

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Robert Schwartz: And then, what's our radius? I think we talked about this, it's 12 kilometers. If you're… if you're from America, though, you can change it to miles. So, what is the… the average radius, the maximum radius that people will drive to your gym that makes it reasonable?

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Zach Forrest, PushPress: I'd probably say we're… we have someone that comes…

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Zach Forrest, PushPress: On the highway, that's probably about 10 miles.

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Zach Forrest, PushPress: That's true.

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Robert Schwartz: Let's do…

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Zach Forrest, PushPress: Do 8 to 10, somewhere in there, yeah, yeah.

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Robert Schwartz: I like it. There we go.

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Zach Forrest, PushPress: Urban setting. We're in an urban…

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Robert Schwartz: And then I'm gonna… I'm gonna scroll out here. Does this look, like, about the appropriate radius for you?

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Zach Forrest, PushPress: Yeah, that's probably the farthest CERM, although we do have people that drive from Liberty, but yeah, that's good.

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Robert Schwartz: Okay, love it. Alright, targeted interest. Okay. So, targeted interest allows you to do detailed targeting.

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Robert Schwartz: I like doing detailed targeting because it's gonna help get more people in front of your ads that are actually interested in your services. There is a lot of different, places. You don't have to list them all, but if you add some categories into your detailed targeting, Facebook will ensure that they get delivered.

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Robert Schwartz: Right? So, some of the things that I'm going to just hot button is personal training.

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Robert Schwartz: And it should pull up physical fitness, fitness services.

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Robert Schwartz: Personal training, nutrition, love that one. Personal training, fitness. So I'm gonna just add those, as detailed targeting.

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Robert Schwartz: And then… Language is English.

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Robert Schwartz: And then genders. We're gonna… we're gonna target all genders with this, but you shared with me that your ideal client is, like, from 25 to, like, 55, is that correct?

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Zach Forrest, PushPress: Yeah. Yeah, that'd be right, yup.

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Robert Schwartz: Be careful, guys. You see the 65 plus here?

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Robert Schwartz: So sometimes people will come to me and be like, I will work with anybody that's, like, up to 64, 65 years old. If you leave the 65 plus, that means everybody over 65, so when you get grandma asking you for silver sneakers, that's why I do not like this setting. So you change it to 64, but in your case, sir, we're gonna make it 55.

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Zach Forrest, PushPress: Perfect.

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Robert Schwartz: Now we've got our targeting set, okay? This targeting is done in the ad set level.

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Robert Schwartz: Next thing, now that we've got all of this set, next thing is just to create our ad. So we're gonna create our first ad.

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Robert Schwartz: And we're gonna come back and name this, because I'm going to name it based off of the image, alright? Now, we don't have a lead form set up. You have some already set up, but I'm going to create one here really quick for you guys, because I want to show you how we're going to do this lead form, alright?

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Robert Schwartz: So, this lead form, what we want, we want higher intent individuals. We're going to add a review step to this. You ever get those, oh my goodness, no, you know, these leads are junk, no, these people don't even respond. So, creating the higher intent is gonna add people to confirm their information, and that way.

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Robert Schwartz: we get a little bit better intent from the ads. I'm gonna name this ad form June 2026. I'm just gonna keep things really simple here, alright? Now, this is the form that people see once they click the call to action on the ad. What do we want them to fill out, right? So, you have your greeting section.

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Robert Schwartz: Right? See it. Hi there, good to see you. Hi there, good to see you.

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Zach Forrest, PushPress: Hmm.

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Zach Forrest, PushPress: I wouldn't say that.

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Robert Schwartz: Right. What would you say?

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Robert Schwartz: Somebody who just clicked on your ad.

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Zach Forrest, PushPress: Someone just clicked on the ad, let's see, it would probably say something like…

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Zach Forrest, PushPress: what… I would probably ask a question, like, what, what,

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Zach Forrest, PushPress: What's the next step after this? Maybe that…

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Zach Forrest, PushPress: Maybe that's what I would want to know beforehand. Yeah, like, this is the last gym you'll ever sign up at.

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Robert Schwartz: Yes.

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Zach Forrest, PushPress: The last gym you'll ever sign up at.

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Zach Forrest, PushPress: Yeah, that works.

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Zach Forrest, PushPress: It looked like you were writing IKEA. We are excited about IKEA, too.

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Robert Schwartz: We're excited to learn more about you, and… See if we can… B.

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Robert Schwartz: Great.

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Robert Schwartz: That broke.

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Robert Schwartz: There we go.

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Robert Schwartz: Questions?

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Robert Schwartz: What do we want them? We need their full name, their email, and their phone number.

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Robert Schwartz: If you want… We'll stop here. If you want, you can add…

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Robert Schwartz: What are you interested in? What are your struggles? What's your biggest struggle? You can add an additional

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Robert Schwartz: You can make a multiple choice or a short answer. I do like one additional one, and check this out, because I want… I want to get people to start thinking about things, right?

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Zach Forrest, PushPress: Biggest struggle? Yeah.

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Zach Forrest, PushPress: Nutrition, yep, exactly.

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Zach Forrest, PushPress: Oh, the, the, the master, the master answer.

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Robert Schwartz: I want them to be think… I want them to be thinking about this right away, alright? Form fields mapping.

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Robert Schwartz: Alright, this is your… what is your biggest struggle right now? I just added this. This is gonna map these fields to your CRM, which is Grow, go high level, right? So, remember I shared with you the best part about having this is that it automatically maps your fields for you, so your fields are already mapped, which means your leads are already gonna come into Grow, so that's great. We did add this additional question. We can make this live anywhere in the contact record. For right now, I'm gonna put this in a field. You can create

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Robert Schwartz: a custom field, but I'm going to put this in the additional comments questions section, so the response to this is going to live on their contact record and grow.

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Zach Forrest, PushPress: I like it.

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Robert Schwartz: Right?

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Robert Schwartz: Privacy policy. You will need to link to your privacy policy.

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Robert Schwartz: Ohhhhh.

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Zach Forrest, PushPress: That should be inherent to our work, our website, right? Yeah.

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Robert Schwartz: It's on your website, so I'm gonna just pull this really quick from your website, it's down here.

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Robert Schwartz: It is…

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Zach Forrest, PushPress: Privacy policy is at the bottom.

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Robert Schwartz: Right here.

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Zach Forrest, PushPress: There you go.

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Robert Schwartz: Right? So I'm just gonna copy that.

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Robert Schwartz: Come back over here, and I'll put the link.

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Zach Forrest, PushPress: Nice.

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Robert Schwartz: You don't need to add any link text, you've got your custom disclaimer. Now, next part. Review screen, message for leads.

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Robert Schwartz: Thank you, you're all set. No.

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Robert Schwartz: So…

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Zach Forrest, PushPress: No.

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Robert Schwartz: No. Because after they submit their information, after they give us your information, what we want them to do is we want them now to book the discovery call.

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Zach Forrest, PushPress: So…

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Robert Schwartz: Next step is to… book.

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Robert Schwartz: 5-minute call with a coach.

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Robert Schwartz: There.

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Zach Forrest, PushPress: Do you find this path with, this added step lends itself to…

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Zach Forrest, PushPress: More people dropping off, but those people being more likely to purchase?

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Robert Schwartz: 100%, absolutely, right? I think we talked about this yesterday. Would you rather have 100 leads that don't respond, don't answer, and you spend a thousand bucks to acquire? Or would you rather get 20 leads that half of them book an appointment right away, and

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Robert Schwartz: half of the other half will eventually book an appointment through your lead nurture. What would you rather do?

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Zach Forrest, PushPress: Yeah, so it's the quality that we're after. Okay, cool.

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Robert Schwartz: Correct. So the call to action is going to be… book.

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Robert Schwartz: a call now.

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Robert Schwartz: And then the link is going to be to your grow page, to your Grow Calendar, and I'm gonna pull that.

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Robert Schwartz: I have another tab going here.

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Robert Schwartz: I'm gonna go to your discovery call calendar.

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Robert Schwartz: To your calendar settings.

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Robert Schwartz: discovery call.

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Robert Schwartz: Share calendar, copy the scheduling link, come over here, book it here.

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Robert Schwartz: Boom, done. Form's created, guys. That's it.

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Robert Schwartz: So now, they click on the ad.

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Robert Schwartz: And they get Learn More, popsicle.

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Zach Forrest, PushPress: Okay.

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Robert Schwartz: their information. If it's in Facebook, it'll pre-populate it for them, they confirm their information, and then the next step takes them to your Grow discovery call calendar and gets them to book the call.

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Robert Schwartz: Cool, right?

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Zach Forrest, PushPress: That's easy.

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Robert Schwartz: Super easy.

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Robert Schwartz: How's everybody tracking so far? You guys are doing well?

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Zach Forrest, PushPress: Seems… seems that's good. If anybody needs us to repeat anything, or if anybody has any questions, go ahead, throw them in the chat. But… for the most part, that seemed pretty straightforward. How… so if this is the form, where does that add text come in that we generated in Claude? Is that what we're doing next?

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Robert Schwartz: That's what we're doing next. Great question. Good segue, sir.

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Zach Forrest, PushPress: Hell yeah.

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Robert Schwartz: Primary text is your ad body. I literally just copied from Claude. There's my paste. It's all set. Taking a look at it. Looks good. I like this. Same person as you walked in.

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Robert Schwartz: As I like to… it will not create these breaks, so I'm gonna just do that really quick, and just organize this so it looks nice.

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Robert Schwartz: That's it. Alright.

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Robert Schwartz: Don't worry about the caption before it comes to the media. Now, headlines, okay?

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Robert Schwartz: In your… in your ad set, ad set one, we're going to keep the same headline.

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Robert Schwartz: Okay?

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Robert Schwartz: I… I'm really leaning towards, you're not busy, you're unaccountable.

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Robert Schwartz: Or the hour shows up when you do.

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Zach Forrest, PushPress: I don't wanna… I don't wanna… I feel like the first one almost comes off like we're insulting them or something like that.

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Robert Schwartz: drink, like.

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Zach Forrest, PushPress: the exact language. The hour shows up when you do.

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Zach Forrest, PushPress: kind of…

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Zach Forrest, PushPress: kind of vague, I'm not sure if people will get it. Do you think people will get it? I don't want to underestimate people's intelligence, though. That's also a thing.

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Robert Schwartz: That's fair. How about we use one of my go-to headlines?

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Zach Forrest, PushPress: What is it?

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Robert Schwartz: So this one's gonna be a pain-based, but I really like this one, and it works extremely well.

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Robert Schwartz: You said this would be the year.

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Zach Forrest, PushPress: Mmm.

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Robert Schwartz: It still can be.

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Zach Forrest, PushPress: Alright, let's do it.

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Robert Schwartz: It's a pain base, gut punch, right? This is good for summertime, right? Here we are. It's June 1st. What's happened? You said you were gonna do it in January. You either didn't get started, or you started and you fizzled out. You said that this was gonna finally be the year, Zach.

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Robert Schwartz: It still can be.

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Zach Forrest, PushPress: Yep, I get that. Alright, cool.

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Robert Schwartz: Alright, love that. Don't worry about the short headlines, don't worry about the descriptions. For your select button, right? This is where we're going to choose. What do we want? We want them to learn more, get quote, get offer, download, apply now, sign up, or subscribe. I like learn more, because I want them to click in.

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Robert Schwartz: Media type. It's going to be a single. I know some folks like the carousel, I like a single ad, and what I'm gonna do is… and this is more for, like, media buying and for… for KPIs coming out of the ads, I like to do a single.

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Robert Schwartz: creative with each ad that I put out, so that way, when I look at the ads once they turn live, I can see what's working and what's not. In a carousel, you really don't get clear enough data. You could have 4 or 5 images, and you could be getting 10 leads, but they could be coming from one of those 4 images, so you don't really know. So I'd rather create more ads with different creatives, so that way I can see individual KPIs for each different creative.

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Zach Forrest, PushPress: The only thing that you change is the creative, though, is the picture.

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Robert Schwartz: Correct.

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Zach Forrest, PushPress: Okay, cool.

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Robert Schwartz: That's it. I'm gonna show you, because we're gonna… what we're gonna do next is… we're almost done. What we're gonna do next is I'm gonna upload the media. Now, this syncs to your media storage, okay? So this is gonna give you access to your media storage and all of the things that you have in here. Thank you for going in and uploading some good photos. It didn't pull up your memes today, which is

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Robert Schwartz: And you have a really… you have a really good-looking gym, and you have a lot of really great images. I love these. What I love is images of normal people doing fun things and looking like they're having fun. This appeals to people. Two different psyches when it comes to men and women in fitness ads. Women like to see women who look like them. They want to see somebody that they look like, so having women of different shapes and

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Robert Schwartz: sizes, and they want to be having fun. They want to enjoy their workout. It's a community experience for them as well, and so they want to have fun. So, like, this image right here of the woman doing the kettlebell with a smile on her face, I love that. She's a normal-looking woman. This is a great creative to use. For men, this is a great creative to use. Men, they want to see guys they want to look like. They want to see jack dudes sweating.

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Robert Schwartz: straining, slinging iron, like, this, this appeals to men.

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Robert Schwartz: for a general, this group photo here is great, groups of mixes of men and women are great. One caveat, this is more of an agency thing, but, like, sometimes what we see when you have group photos is you'll get a lot of clicks, but no conversion, because when people see group photos on an ad, they'll stop scroll, they'll click to see if they know somebody.

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Robert Schwartz: Yep. But they don't actually have intent of signing up.

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Robert Schwartz: So I do like to avoid giant group photos like this. For this one, I'm gonna put, I'm gonna use this one, actually. I really like this creative as well. So I'm gonna insert this creative, and now look at that, guys, we've got an ad.

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Robert Schwartz: You said this would be the year it still can be. So fun! I love this. Guys, this is it. This is as simple as it is. Now, I told you I was gonna come back and name it, because when I look at my KPIs, I want to know which image this is, and I'm gonna put… pick…

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Robert Schwartz: Just gonna put pick one… Barbell… that's it.

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Robert Schwartz: Woman.

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Robert Schwartz: There, that way I know. Pick one barbell woman.

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Robert Schwartz: Super simple, super easy, we've done it. That's it.

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Robert Schwartz: we're ready to go. Now, I want to show you guys how easy, before we wrap this up, I want to show you how easy it is to duplicate all of this. So, I like to run

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Robert Schwartz: two ad sets when I launch an ad live. I'm not gonna do both ad sets today, but two ad sets with different headlines, same ad copy, same creatives, just different headlines. That way I can discern between which headline is working. We just did a pain-based headline, I'll come back later and do a positive.

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Robert Schwartz: headline, something that's positive or optimistic or neutral. That way, I have opposing psychological profiles, so I can figure out which one your market responds to best.

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Robert Schwartz: But… Let's duplicate this. Duplicate!

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Robert Schwartz: Look at that! So easy. I'm just gonna come in here and change the name once I update the creative. I'm gonna come in here, I'm gonna trash this creative, I'm gonna upload a new one.

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Robert Schwartz: Now I'm gonna do Woman with a kettlebell. Insert media.

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Robert Schwartz: Now I'm gonna come in here and change the name. Barbell, to Kettlebell.

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Robert Schwartz: And I'm gonna remove the copy.

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Robert Schwartz: Done.

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Robert Schwartz: Now I'm gonna duplicate that.

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Robert Schwartz: I'm gonna do it again. See how easy this is, guys? It's just a simple duplicate. Now I'm gonna come back in here, I'm gonna cut this out, I'm gonna do two images with men.

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Robert Schwartz: Hmm. I'm gonna do this guy, I like this one.

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Robert Schwartz: Insert… Media size too large, doesn't like the size of that image.

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Robert Schwartz: Let's pick a new one.

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Robert Schwartz: How about this one?

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Zach Forrest, PushPress: We're gonna have to… we can… we can…

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Robert Schwartz: That one works.

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Zach Forrest, PushPress: Smaller, yeah.

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Robert Schwartz: That one works. Change the name.

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Robert Schwartz: Barbell… And… With that update… Cool. I like it.

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Zach Forrest, PushPress: Did we lose, Rob?

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Zach Forrest, PushPress: We might have lost Rob, guys.

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Zach Forrest, PushPress: We're interested, we'll split the… we'll be interested. Let me go through these questions.

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Zach Forrest, PushPress: Corey, would be interested to see if the form process… oh, to see the form process again for the ads, if possible. Okay, cool, I'll probably have Rob revisit real quick.

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Robert Schwartz: I'm here.

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Zach Forrest, PushPress: I'm back!

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Robert Schwartz: I'm back. I'm here. Good to see you.

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Robert Schwartz: I'm back.

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Robert Schwartz: Alright, barbell woman, barbell man, kettlebell woman…

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Robert Schwartz: I just forgot to delete the copy.

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Robert Schwartz: And then this is the new one.

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Robert Schwartz: And we're gonna remove that, and then I'm gonna upload one more photo, and then we're gonna take this live, guys.

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Robert Schwartz: Here's that same guy, but he's doing… I like this one.

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Robert Schwartz: insert media… Oh, that one's too big too, Zach.

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Robert Schwartz: You got big fires.

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Zach Forrest, PushPress: Jesus.

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Zach Forrest, PushPress: That's… hey, we had a professional photographer take pictures, and he gave us the raw. There should be smaller images, though, the second one.

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Robert Schwartz: Let's see.

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Robert Schwartz: That one's too big, too.

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Zach Forrest, PushPress: Pick a random one that… Dang, I'm sorry, guys.

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Robert Schwartz: It's okay. We forgive you.

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Robert Schwartz: I'm just gonna go with that, let's see that one.

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Zach Forrest, PushPress: There should be one that… how… what's the limit on the size?

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Robert Schwartz: Ugh, I think it's like…

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Robert Schwartz: Oh yeah, these are 2.1 megabytes. I think it's, like, 1 or less. I think it really, like, 750. Let's see if I can do… That one's…

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Robert Schwartz: That's cool. That's cool. Let's just do that. There we go. That's kinda cool.

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Robert Schwartz: We can come back and change this.

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Zach Forrest, PushPress: Alright, we'll change it, yeah.

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Robert Schwartz: I'm just gonna name this Studio. Okay, that's it.

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Robert Schwartz: So, now…

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Robert Schwartz: If I… now, if we were gonna take a full demo, I'm gonna take this, add set 1, and I'll duplicate it. It'll… it'll pull all of these in as a duplicate. In fact, let me just do it right now.

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Robert Schwartz: Check this out.

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Robert Schwartz: So it duplicates the ad set, keeps all of the pictures.

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Robert Schwartz: The only thing that I'm gonna change on this is I'm gonna go through each one of these, and I'll change the headline.

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Zach Forrest, PushPress: Okay.

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Robert Schwartz: Something positive and neutral.

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Zach Forrest, PushPress: Yep.

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Zach Forrest, PushPress: Do you want me to give you a headline?

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Robert Schwartz: What do you got?

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Zach Forrest, PushPress: Positive and neutral. Let's go with…

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Zach Forrest, PushPress: Dang, remember, I'm… this is the thing that I am worst at in business, is any type of marketing like this.

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Zach Forrest, PushPress: I wanted to say something about enjoying your workout. Like, when was the last time you enjoyed your workout, or something like that? I don't know if that's positive and neutral, but it seems kind of neutral to me.

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Robert Schwartz: How about this?

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Zach Forrest, PushPress: Chicago.

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Zach Forrest, PushPress: We'll get into these.

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Robert Schwartz: Come for the workout, stay for the community.

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Zach Forrest, PushPress: That's… that's a standard, let's do it, I like that. Yeah.

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Robert Schwartz: So I'm just gonna come in here, and I'm just gonna update the headline on all of these.

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Robert Schwartz: It's all just copy-paste, guys. It's so simple.

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Robert Schwartz: That's it. We're ready to launch. Now we're gonna review everything.

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Robert Schwartz: This is what it's gonna look like. Everything looks beautiful here. Add content, love, come for the workout, save for the community. You can just see what everything is gonna look like, this is what the Facebook feed looks like, this is what the Facebook story looks like. This is what it looks like in Reels. Same for Instagram, you can just preview what these are gonna look like on IG.

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Robert Schwartz: the story… The real… all this looks wonderful. We're gonna send it live. Ready?

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Robert Schwartz: Are you ready to spend your money?

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Zach Forrest, PushPress: Well, I mean, I don't like that picture, but yeah.

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Robert Schwartz: We're gonna change it.

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Zach Forrest, PushPress: We'll change it, that's fine.

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Robert Schwartz: Publish campaign.

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Zach Forrest, PushPress: My wife, Caitlin's gonna open up Instagram or Facebook, see this, and be like, what the hell? This is not our jam.

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Robert Schwartz: Guys, that was it. We did it. We created an entire ad from scratch in 30 minutes. Done and dusted. And this ad should be good to run for you for the next 30, 40, 60 days before it'll fizzle out. It will require a little bit of maintenance, but that's how easy it is to launch an ad. Now…

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Robert Schwartz: I'm gonna take 5 minutes.

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Robert Schwartz: And I know you have some workflows in here already, that nurture leads, but I want to show you guys how easy it is to create a simple workflow to nurture leads. So we're going to start from scratch.

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Robert Schwartz: Now, what are these Facebook leads doing? They're filling out your form, right?

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Robert Schwartz: Trigger is Facebook form submitted, page as any, form is any. If you want to get granular, this will pull up your form list, and you can choose any of your specific forms that you want. I don't know why my screen is not displaying everything, but I like form as any.

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Robert Schwartz: Okay. Okay.

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Robert Schwartz: So we're gonna save the trigger. This launches on Facebook for is any.

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Robert Schwartz: We're gonna wait.

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Robert Schwartz: We're gonna wait for a set period of time. We're gonna wait.

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Robert Schwartz: One minute.

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Robert Schwartz: And then we're gonna send him a text message.

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Zach Forrest, PushPress: Cool.

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Robert Schwartz: Hey, contact first name.

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Zach Forrest, PushPress: You're reinforcing the question that asked on the form.

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Robert Schwartz: 100%. I'm always gonna leave an open-ended question. I'm just gonna say, how can I help you? I'm gonna be specific. What are you struggling with right now when it comes to your health and fitness? What?

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Robert Schwartz: everything You can customize this however you want to, right? Send that instant message, then also, Let's notify you.

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Zach Forrest, PushPress: So now it'll signal to someone on the team, myself. Alright, cool, yep, I like that.

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Robert Schwartz: Nope.

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Zach Forrest, PushPress: You wanna do a full name?

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Robert Schwartz: Yep.

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Zach Forrest, PushPress: Yep.

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Zach Forrest, PushPress: first one, you know, their full name, and it'll prompt me to, what, engage with them through Grow, with messaging, right?

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Robert Schwartz: Also? Also… You want to?

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Robert Schwartz: Create opportunity.

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Zach Forrest, PushPress: Okay.

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Robert Schwartz: We're gonna put them in your lead funnel.

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Zach Forrest, PushPress: Yep.

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Robert Schwartz: And… We want to tag them.

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Robert Schwartz: There you go. So now we've done a couple of things here on this simple workflow. We've got them…

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Robert Schwartz: We're gonna wait a minute, we're gonna send them a welcome text, we're gonna notify the team, we're gonna create them as an opportunity in your lead profile, in your lead pipeline, and we're gonna add a Facebook tag to them.

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Zach Forrest, PushPress: Love it. So now we know where they came from.

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Robert Schwartz: Correct. Yep. That's it. That's all I'm gonna do for the demo today. You guys, everybody on this news, and of course you can hit me up on how to build these, we also have Nurture, workflows and Grow that people can install. As far as Facebook Lead Nurture is concerned, I can tell you that 3 days.

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Robert Schwartz: hit them hard, right? The first day?

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Robert Schwartz: You should send a text, you should give them a call.

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Robert Schwartz: You should send them another text the next day. Three points of contact.

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Robert Schwartz: In the first 24 hours, try them one more time on a call at a different time, and then on the third day, send them another text message. If you don't hear from them in 3 days, they're back on the couch.

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Robert Schwartz: send them to a long-term lead nurture. But that's how simple it is to get a workflow on a nurture setup, that's automated. It'll notify you, it'll send them that first message to respond to, creates an opportunity in your opportunities pipeline, and adds a Facebook tag. So that way you can go back into your contacts.

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Robert Schwartz: And you can go and filter, hey, how many Facebook leads did I get? Well, you can just go in and filter by tag.

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Robert Schwartz: And the tag is Facebook.

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Robert Schwartz: There you go, and hit it, and it'll give you everybody that's a Facebook lead. Obviously, we just turned this on, so we don't have anybody.

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Zach Forrest, PushPress: We have a quick question from Jennifer. What about retargeting?

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Robert Schwartz: Yes! Retargeting! So, my question back to Jennifer then is, so when it comes to retargeting, do you have a retarget list, or have you created yourself a, a retarget list before?

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Zach Forrest, PushPress: Jennifer, you can… oh, there we go. Let's say I'm starting from scratch. Okay.

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Robert Schwartz: So, start from scratch. So, you're going to want to build a list. This is going to be a little intensive and might be something for another call, but I want to share that with you. What we do in a case of building, building a lookalike audience for retargeting is you want to be able to feed the conversion metrics back to Facebook, so that Facebook understands exactly who we want to retarget, right? So.

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Robert Schwartz: one of the things that you'll want to do is you can actually create a workflow, or use this workflow that we just did, and deploy your Facebook pixel. So if you're running Facebook ads, you know how to find your Facebook pixel. You'll actually put that Facebook pixel, into your form, or into your

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Robert Schwartz: funnel.

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Robert Schwartz: That Facebook pixel, there is a conversion API in the workflow that actually recognizes that and creates a conversion API, feeds it back to Facebook, and it'll help you build lookalike audiences for retargeting. Really quick so that…

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Zach Forrest, PushPress: Is this worth doing another column? Because you lost me halfway through everything that you just said. I was like, that sounds…

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Zach Forrest, PushPress: Sounds outside of my expertise.

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Zach Forrest, PushPress: Check this out.

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Zach Forrest, PushPress: You understood.

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Robert Schwartz: It's called Meta Conversion API.

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Robert Schwartz: So, you'll… you'll track the… you'll, you know, you'll track it off of event type, it's going to be lead event, access token, dataset ID, staging value. You can get all of that from your Facebook ads manager, and then you'll deploy all of that in here, and once you have that, that Meta Conversion API will feed that information back to Meta, that this was a converted lead, and once you do that, it's slowly building a lookalike audience for

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Robert Schwartz: that you'll be able to deploy for retargeting and for lookalike audience builds.

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Zach Forrest, PushPress: So, retargeting and lookalike audience builds essentially tracks… if I were to explain it simply, it tracks the people who show the most amount of interest in your current ads, and then… But didn't.

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Robert Schwartz: Bert.

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Zach Forrest, PushPress: But didn't convert, but then it teaches the system to find more of those people.

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Robert Schwartz: 100%.

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Zach Forrest, PushPress: Is that a correct description?

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Robert Schwartz: You hit the nail on the head. That's a high-level overview of exactly what that does. It's basically telling… it's how you train Facebook. So that's a really good question, Jen, by the way, about retargeting and lookalike audiences. So what you're doing in this is you're essentially telling Facebook that these were people who actually converted into leads for us, and feeding that information back to them so that they can then re-gauge your targeting based on

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Robert Schwartz: The folks that were actually showing interest, and put your ads back in front of those folks that actually didn't convert as an actual client.

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Zach Forrest, PushPress: If you guys would like us to do another webinar on that, because, Rob, do you think that's a new web… do you think that should be a standalone episode, or do you think we.

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Robert Schwartz: Absolutely, because that… doing that, I'll have to actually pull your pixel for you, and actually have all that information available so that I can build that audience for you.

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Zach Forrest, PushPress: Do you also need the ads to have been running for a little bit, so it could gain information?

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Robert Schwartz: No, I can pull that information from an ad that I just built.

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Zach Forrest, PushPress: Cool. All right. Well, if you guys are interested in that, hit us up in the Facebook group, or just throw it in chat so we have a record of it. Rob, do you want to keep going, or do you got time for questions?

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Robert Schwartz: I have plenty of time for questions. I got, 13 minutes for questions. What do you have?

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Zach Forrest, PushPress: So, Corey Bradham, she wanted to clarify when she asked about being able to watch the, the form process again.

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Zach Forrest, PushPress: they have a contact us form on their website, and an intro scheduling form. What's the best practice in that case? Like, it's almost like she's split with her CTA. It's, hey, contact us, or schedule an intro. Should they use the same contact us form?

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Zach Forrest, PushPress: And then GrowMeta discerns if it's a contact us form completion.

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Robert Schwartz: I would… I would much rather see them self-book that appointment, so my answer to that question is send them to your book a free intro, and what I would do to also remember in Facebook, right, going back to that trans-theoretical model of transformation and change, these people are not actively seeking us out, we're sliding into their DMs, essentially. We're sliding into their feed, and they're seeing something, we're striking on an emotional cord, but that feeling only lasts so long.

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Robert Schwartz: let's get them committed to something, and then let's raise their level of intent. Best process for you is if you're booking them directly into a self-booked appointment, is follow that up with a phone call, right? Reach out to them. Once that appointment's booked, give them a quick 5-minute call. Hey, just noticed you booked an appointment. Just a quick 5-minute call, just to ask a few questions and, you know, verify your information. That's it. And that way they have that human interaction, so that way your shows go up. Your shows, your shows

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Robert Schwartz: So, self-booked appointments, the data on self-booked appointments isn't great as it is. If there's no follow-up, if you're getting 50% shows to a self-booked appointment, that's actually pretty good. Now, if you add a phone call and get a connection with that person in between the booking that and actually coming, you're gonna get a 75% show rate. So that's why I say pick up the phone.

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Robert Schwartz: Pick up the phone! It still works. Have that human interaction. Great question. What's next?

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Zach Forrest, PushPress: Corey, Corey, great question. So, essentially.

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Zach Forrest, PushPress: have them self-book. Yep, next question, let's go,

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Zach Forrest, PushPress: David Bray, I'm with, San Marcos Strength and Conditioning. I'm gonna work with you, I'm gonna see if I can't get, either CX, or maybe Rob knows, if someone doesn't see the ad manager where it is, where she.

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Robert Schwartz: Oh yeah, I just saw it. Yes, yes, yes. So if you don't have Ads Manager, just… I think the best way is to reach out to me on support, and I can get that turned on for you. It's a feature that is just a simple flip of a button. It costs you no additional money to… so it's a free feature. We just obviously don't turn it on for everybody, because not everybody's running ads. So if you want to start using Ads Manager, just message into support that you'd like Ads Manager turned on in your

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Robert Schwartz: grow, and I'll respond to you. It'll take me 2 seconds to flip that switch. I'll verify it's there, and I'll respond to you when you're ready to go.

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Zach Forrest, PushPress: Nice.

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Robert Schwartz: Got you, David.

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Zach Forrest, PushPress: pop up in for support. Alicia Carlson asks, will the 30-day spend, is the 30-day spend split between the different ads?

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Robert Schwartz: That's a great question. So, for when you do, like, $30 a day, it is split. What Meta does is they're going to… and this is where, kind of, watching things, and kind of going back to the first seminar that we talked about, when it was, like, agency versus DIY, and I mean, up till about last year, I still leaned heavily towards agency because they had the ability to optimize ads on a daily basis.

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Robert Schwartz: And funnel ad spend to things that are working.

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Robert Schwartz: Right? Now, with the Andromeda release, Facebook's…

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Robert Schwartz: AI media buying does a really, really good job, and will start collecting data on what ads are actually working and converting, and they will naturally funnel more ad spend and make the ads that are converting, because look, Mark Zuckerberg's got that new $45 million mansion in Hawaii, he needs to pay for it somehow, and so he wants to make sure that people are clicking on your ads so that

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Robert Schwartz: You're utilizing your ad spend for you. So, they're going to naturally put things

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Robert Schwartz: that are converting or working well, getting more traction. There's a couple of metrics, right? CTR, click-through rate, that's one of them. The ones that people are stop scrolling on, those ads that are highly getting a lot of traffic and getting action and impressions, they're gonna naturally filter more ad spend. So, to answer your question, it is split across all of the ads and ad sets, but it's not split evenly. They will

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Robert Schwartz: push the ones that are getting the most traffic, they will push more towards that. And that's where…

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Robert Schwartz: like I said, back in the day, having an agency or somebody that was monitoring your ads on a daily basis was good. Now, and I think this will be a good topic for the next seminar, is, okay, I've got ads running. How do… how do we

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Robert Schwartz: Funnel ad spend. What do we do?

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Robert Schwartz: once things are working, what are the metrics that you're looking at? What would you turn off? What would you turn on? How would you make these ads convert better? And that's something that, again, used to be needed on a daily basis, sometimes a twice-daily basis, now with Andromeda, once a week, 5 minutes.

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Robert Schwartz: You're good to go.

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Zach Forrest, PushPress: That's easy. Once a week for 5 minutes, and just trust the system. That's a good segue into Jason Lee's question. How do we analyze how effective each ad is, or how long should we leave them before analyzing and tinkering?

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Robert Schwartz: Yeah, that's a great question. So again, back in the day, 24 to 48 hours, and then you're tinkering. The… the agency that I work for, I had a whole media buying team, and it was 24 to 48 hours, and then we were… we were moving and grooving. Now with Andromeda, when you launch a new ad, I like 5 to 7 days of data to really understand how things are working, and then I'm gonna look in and be really, really detailed as far as where my ad spend is going, based on a couple of different

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Robert Schwartz: different metrics. Let me just… let me run somebody that actually has an ad running live in their grow that I know of, and just show you some of the things that I'm looking at.

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Robert Schwartz: So, when you come in here, right, you've got this ad that's currently running.

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Robert Schwartz: You're gonna go into Statistics.

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Robert Schwartz: And it's gonna show us everything that's working here. You're gonna see the ad that's running, and these are the metrics that it's gonna share with you, right? So this is the high level, this is the campaign level, right? Our CPC is $0.79, our CTR 3.65%, that is phenomenal. I knew these ads were running really well, so it's kind of a ringer ad, right? 24 leads.

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Robert Schwartz: 3.65% CTR. What is CTR? It's click-through rate, alright? How does a lead become a lead? The first thing they have to do is stop scrolling.

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Robert Schwartz: CTR is that stop scroll. Of the people, what's the percentage of people that are actually stopping when they scroll on your ad? Anything over 1% is good, so 3.65% is performing 3X what a normal ad in the gym space is running, so this is a really good ad.

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Robert Schwartz: CPCs, you want them under $1, $1.50, so this is also really good. All of this stuff is, again, CPL, cost per lead, I told you it's a vanity metric, but this is what I like to see, right? 32 Facebook leads converting on about $575 of ad spend. This is a really good, really good ad, and then you can click on it, and you can come in here and see.

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Robert Schwartz: At a more granular level.

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Robert Schwartz: the ad sets. So here's your different ad sets, and then here's the actual images that are working. So you can see all of this data on the images that are working, right? 3 clicks, 3 clicks, 27 clicks. So you can see, wow, this one right here is 125 clicks. This one has 315, with a CTR of 3.99%. That's actually our lowest CTR, but let's take a look.

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Robert Schwartz: 16 leads. That's pretty phenomenal.

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Robert Schwartz: So 16 leads on 315 clicks, that's a pretty good click-to-lead percentage, especially in the gym space. So this is how you can see, look, some of these don't even have data, right? This isn't working, this isn't working, this isn't working. 3 clicks…

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Robert Schwartz: Look at this one, 10.34% CTR, but only 3 clicks on it. So, these are things that you want to look at when we start about… when we start talking about ad spend and funneling ad spend. Would you, on something that's got a 10.34% CTR and 34% CPC, you've only got 3 clicks on it. Why? Because Facebook is funneling most of your ad spend right now to this ad here.

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Robert Schwartz: 16 leads.

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Robert Schwartz: all these impressions, it's got a lower CTR. So, like, this is where the analytics and media buying comes in, right? And it isn't as hard as you think it is, but this is one of those situations where if I was this person, I would probably say, hey, this has been working great, but I've got an ad up here that could totally outperform it.

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Robert Schwartz: And I might take a gamble and turn this off. This is a video ad, too, so that's probably why it's converting as high as it is. I would turn this ad off for a couple of days.

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Robert Schwartz: and funnel ad spend towards the higher CTR, lower CPC, and see if I can breed some life into it. See if it kicks off for me. Because this can happen, and this is a really good question to kind of share this information.

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Robert Schwartz: Facebook's spending money, you're getting conversions, it's doing well, and you could say to yourself, hey, this is going great. But you could even be doing better. I could get a lower CPC, I could get more leads.

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Robert Schwartz: and better conversion metrics, if I just turn this baby off, stop Facebook from funneling a majority of my ad spend to this, and give something that has a 10.34% CTR and a 34 cent CPC a little bit more time to develop.

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Zach Forrest, PushPress: So, if you have an ad that's doing… that's performing… that looks like it could perform well, but you feel like Meta might be allocating resources elsewhere, you might choose to turn on…

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Robert Schwartz: rough.

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Zach Forrest, PushPress: the other ones, so that you can leverage the better performing ad. And actually, you kind of just, in my opinion, you answered this next question. Rodriguez, or Rodrigo, sorry, excuse me, Rodrigo, you asked, do you prefer plain photos or pictures with

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Zach Forrest, PushPress: Call to action, or videos. What's better for ads? What type of.

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Robert Schwartz: Yeah.

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00:54:18.210 --> 00:54:40.669
Robert Schwartz: That's a great question. The answer is whatever's best for your market. I definitely recommend running a variety. So, in this case, obviously, we worked with what Zach had to give me. If Zach was really my client, I'd make him give me static creatives, I'd make him give me videos, and then I would take some static creatives that I thought were the best, and I might go to Canva and put a little overlay on those, right? Don't get,

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Robert Schwartz: Don't get too crazy with Canva, but, like, a little overlay or a call to action directly over it. Again, you can use AI for this, really, really simple, but start with a variety of images. If you're gonna do 4 to 6 creatives on an ad set, do two static, 2 video.

468
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Robert Schwartz: to static with an overlay. And follow the data, see which one's working best for you, and then funnel your ad spend appropriately.

469
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Robert Schwartz: Alright. Good question.

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00:55:03.560 --> 00:55:19.320
Zach Forrest, PushPress: Ren's question, let's go back to that original, and then if we have time, we'll get to… Jennifer has another one. Ren asked about Co-work. Did you build the system within Co-Work to set everything up, or, like, what is… how extensive of an AI

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Zach Forrest, PushPress: Setup do you need in order to leverage it for building these ads?

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Zach Forrest, PushPress: and doing…

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Robert Schwartz: You don't, you don't really, and yes, I… so, yes, Ren, I use co-work. I… I have trained my Claude to understand my thoughts, to understand, my job roles and responsibilities. I use it as a thought partner every day here at Push Press when I'm working with folks trying to solve problems. I'll often bounce things off of it. For this specific purpose, I did talk to Claude

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Robert Schwartz: When it comes to creating media, and I explained to him what our role is, who our clients are, what we're trying to produce. When I interviewed with Zach yesterday, I asked him some key questions about his business, about his client avatar, and then I took that information, knowing it, and I had Claude, I asked him to interview me. Okay, today we're going to create ads for Work Ethic KC. Here's their website.

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Robert Schwartz: I'd like for you to interview me with 5 to 7 questions to understand better the business, the avatar client, and who we're trying to target, and some of the pain points of the people that we're trying to target, so that you can better understand how we want to create this copy. And I put that into Claude, and then he reviewed the website, and he came back and he interviewed me with 5 to 7 questions. I think it was 6 questions, and one of those was, do you have some social proof?

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Robert Schwartz: And that's where I went and grabbed your

477
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Robert Schwartz: happy review and drop that in there. And then I told him, I said, I'm gonna do a live demo, so don't give me the ad copy. Give me a prompt so that I can return and do this live for everybody.

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Zach Forrest, PushPress: You don't.

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Robert Schwartz: gave me everything.

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Zach Forrest, PushPress: You don't necessarily need to be on cowork, because I think Ren's concern was going through usage, because co-work will use.

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Robert Schwartz: Oh, yeah.

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Zach Forrest, PushPress: token usage. You can just use regular Claude Chat for that.

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Robert Schwartz: Absolutely, yes, of course you can, yes. Yeah, yeah, I use, I use Co-Work because we use PushPress's Dime.

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Zach Forrest, PushPress: Yeah, that makes sense, that makes sense. Jennifer has… this will be the last question, guys, but this has been phenomenal so far. If we have ads running, stopping and moving to Grow Ads Manager would restart the learning phase, or can it continue to be tracked in Grow?

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00:57:21.350 --> 00:57:32.249
Robert Schwartz: Great question. So, your current ads, if connected, if you're integrated to Grow, your current ads will still be tracked for data, but when you move

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Robert Schwartz: when you move your build into ads… When you move your build into Grow, you're only going to see here the ads that you actually build and grow. That doesn't mean… you don't have to stop the ads that you're running in Ads Manager, you can simply move Ads Manager in here, your data still syncs, so you're still getting your data from your… from your existing campaigns, and then you can choose to either A,

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Robert Schwartz: Eventually, that ad will run its course and start a new one here and grow, or B, continue to run that ad and launch a new one here simultaneously, and then just figure out which one works best for you.

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Zach Forrest, PushPress: Well, there you go.

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Zach Forrest, PushPress: That's pretty convenient. Grow is a super powerful tool, and as long as we take the time to learn it and leverage it, it does great things and it provides great information. I'm really impressed with it, I think it's phenomenal. But it does require some… some focus, at first, just the learning curve.

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Zach Forrest, PushPress: Not that it's difficult to learn, though. Ladies and gentlemen, thank you so much. Rob, do you have anything that you'd like to send us off with? I'll get with you, and we'll talk about doing a retargeting webinar, because that seems to be a pretty, wanted topic.

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Robert Schwartz: Yeah, I think we do… I think we do another one, Zach, and I think we just talk about, like, we'll take some live ads, and we'll do some funneling of ad spend, and some KPI analytics, and we can talk about conversion API and how to build out a lookalike audience and retargeting based on conversions.

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Zach Forrest, PushPress: Phenomenal. I love it. Ladies and gentlemen, thank you again for joining us. Our next webinar will be in a couple weeks, where we're talking to, Nick Johnson and Dwight Upshaw from Proven about how to find and hire

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Zach Forrest, PushPress: team members, specifically staff, trainers, and coaches. So, we're getting the bigwigs over from the Proven, programming and Proven Training Camp to talk to us about that, and I'm really excited for it. That'll be in… that'll be two Thursdays from now, same time, same great spot.

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Zach Forrest, PushPress: Looking forward to everyone coming out. Rob, thank you for giving us your time. You are amazing, as always.

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Robert Schwartz: Appreciate you.

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Zach Forrest, PushPress: Ladies and gentlemen, we'll see you next time. Take care.

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Robert Schwartz: Hi, guys.

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Business of Fitness Blog

Resources

On-Demand Webinars

Events & Appearances

Programming Partners

PushPress Community

PushPress TV

What's New in PushPress

Self-Serve Product Help

From Foundation to First Ad: Build Ads Live with Rob Schwartz

Who you'll hear from

Watch the replay

Key Takeaways

Full Transcript

Related content

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