Watch Me Create a Facebook Ad Campaign For My Agency

SUMMARY

Matthew Larson demonstrates in real-time how to build a Facebook ad campaign for his B2B agency, emphasizing a full funnel including lead magnets, landing pages, emails, and testing for lead generation success.

STATEMENTS

• Creating a successful Facebook ad campaign for B2B agency lead generation requires a full funnel, including landing pages, thank you pages, email flows, and a central offer or lead magnet.
• Ads alone are insufficient for B2B lead gen; improvements come from optimizing the entire funnel, unlike simpler e-commerce models.
• The process involves building elements in reverse order: start with the lead magnet, then landing page, emails, and finally ads.
• Landing pages should avoid navigation menus to prevent users from clicking away, focusing instead on a clean design with logo, headline, subheadline, and form.
• Headlines must promise specific results, while subheadlines explain how those results are achieved to build credibility.
• Forms should be simple, inline, and redirect to a thank you page for further engagement.
• Email flows begin with immediate delivery of the lead magnet, encouraging clicks and replies to boost deliverability and engagement.
• Thank you pages are ideal for promoting next steps like webinars or case studies to qualify leads.
• Ad creatives should match landing page headlines for consistency and use simple formats like sticky notes or text overlays for easy testing.
• Campaign setup requires manual configuration, targeting broad audiences without interests, and scheduling to avoid wasteful spending.
• Testing multiple ad variations is essential, as initial attempts rarely succeed.
• Social proof like views or downloads enhances trust on landing and thank you pages.
• Email sequences should include problem identification, solutions, and introductory offers sent quickly after opt-in.
• Webinars or case studies on thank you pages can drive qualified leads to book calls.
• Pixel events must track leads properly for optimization.
• Ads prioritize clarity over aesthetics; simple text conveys value effectively.
• Audience targeting focuses on demographics like age and gender based on known client data.
• Funnel elements like operations and hiring are part of broader agency growth strategies mentioned in promotions.

IDEAS

• B2B lead gen funnels invert the creation order, starting from the end product to ensure ads lead seamlessly into conversions.
• Removing navigation from landing pages traps user attention, forcing interaction with the offer.
• Promising bold results in headlines works if backed by detailed "how" explanations, turning skepticism into belief.
• Reply-required emails not only deliver content but subtly improve sender reputation across all campaigns.
• Thank you pages act as hidden sales tools, pushing leads deeper without feeling pushy.
• Sticky note ad templates allow rapid iteration on messaging without design skills or tools.
• Broad, untargeted audiences let algorithms discover ideal users, avoiding flawed interest-based noise.
• Scheduling ads for midnight prevents premature budget burn and allows overnight optimization.
• Simple, low-design emails prioritize inbox delivery over visual flair.
• Case study videos disguised as webinars qualify leads by revealing strategies only serious prospects value.
• Bullet points in ads must emphasize time-saving tools like templates to appeal to busy agency owners.
• Gender-specific targeting, informed by analytics, sharpens focus on proven demographics.
• Forms on custom domains build trust and enable precise tracking.
• Micro-commitments like email replies create engagement loops that signal quality to email providers.
• Ad headlines incorporating niche keywords (e.g., "agency") filter for the right audience upfront.

INSIGHTS

• True ad performance stems from funnel synergy, where backend elements like emails amplify weak creatives far more than polishing ads alone.
• Credibility in marketing hinges on bridging the "what" of promises with the "how" of delivery, making ambitious claims feel achievable.
• Simplicity in design—whether pages or emails—reduces friction and boosts completion rates by minimizing distractions.
• Qualification happens post-opt-in through layered engagements, turning volume leads into high-value opportunities.
• Algorithm reliance over manual targeting exploits platform intelligence, yielding better results than outdated interest guesses.
• Immediate post-opt-in nurturing capitalizes on peak attention, accelerating trust and conversion timelines.
• Testing low-effort creatives enables volume experimentation, revealing winners through data rather than intuition.
• Redirects and automations create invisible pathways that guide users toward deeper commitment without overt sales pressure.
• Reputation building via user interactions (clicks, replies) compounds benefits across entire email ecosystems.
• Demographic insights from organic channels inform paid targeting, aligning ads with real customer profiles.
• Aesthetic irrelevance in ads underscores that value proposition trumps visuals in B2B contexts.
• Reverse-engineering funnels ensures every ad click flows logically, preventing drop-offs at critical junctures.

QUOTES

• "Most of the gains most of the improvements that you can get with your Le genen ads don't come from the ads or the ad creative themselves they come from every other part of the funnel."
• "Anybody can make a big claim but if you make a big claim you got to kind of back it up and that's what you do in your sub headline."
• "Ads do not need to look pretty trust me if someone tells you the ads need to look pretty they probably don't know what they're talking about."
• "The algorithm is Advanced enough it'll find who it needs to find there's a reason Facebook's a trillion dollar company."
• "What matters is you keep trying so we'll see here are the ads here is the landing page that the ads go to."
• "This is all very important background stuff that you actually need to do before you run ads or your ads are not going to work."
• "We're going to want to do what we're going to want to do is like promise a specific result if that makes sense like why would they do this what is the result they're going to achieve."
• "The more you design it the more links you add the more content you add and that kind of stuff the less likely it will land in their inbox."

HABITS

• Build funnels in reverse: create lead magnets and backend first, then ads last to ensure seamless flow.
• Test multiple simple ad variations quickly using text-based templates to iterate without design delays.
• Send nurturing emails immediately after opt-in to leverage high initial engagement.
• Analyze organic channel demographics (e.g., YouTube analytics) to inform paid ad targeting.
• Encourage micro-commitments like email replies in sequences to maintain deliverability.
• Schedule campaigns for off-peak times like midnight to optimize budget spend.
• Keep designs minimal, removing unnecessary elements to focus on core persuasion.

FACTS

• Facebook's algorithm, powering a trillion-dollar company, outperforms manual interest targeting by intelligently finding relevant audiences.
• Larson's agency grew from zero to $900k per month in under 12 months using integrated strategies like ads, content, and emails.
• Over 100,000 views and 50,000 downloads serve as social proof for lead gen trainings.
• Most clients in agency growth programs are men aged 25-44, based on analytics splits.
• B2B lead gen requires full funnels, unlike e-commerce where single ads can drive direct sales.
• Email replies and link clicks improve domain reputation, reducing spam risks for future sends.
• 175 agencies have been helped to exceed $1 million annual revenue through structured programs.

REFERENCES

• Lead Generation Academy (free trainings link).
• Twitter: https://x.com/mattlarsen1000x.
• Instagram: /matthewblarsen.
• LinkedIn: /matthew-larsen-201894197.
• Webflow (for building landing and thank you pages).
• ConvertKit (for forms and email automations).
• Canva (suggested for creating ad visuals from notes).
• iPhone (for recording simple video ads).
• Webinar software (for case study videos).
• Facebook Pixel (for tracking leads).
• 1000x Leads funnel (agency program with drawing and strategies).
• YouTube channel analytics (for audience demographics).
• Calendar link (for booking strategy calls).

HOW TO APPLY

• Develop a lead magnet first, such as a comprehensive training video or PDF, centered on proven agency growth strategies to anchor the entire campaign.
• Construct a minimalist landing page using tools like Webflow: include a logo, result-promising headline, explanatory subheadline, and inline form without navigation to retain attention.
• Set up an email automation in ConvertKit or similar: connect the form to a sequence starting with instant delivery, prompting clicks and replies for engagement and deliverability.
• Design a thank you page that redirects post-form submission, featuring a case study webinar embed and a call-to-action button linking to a booking calendar for qualification.
• Create three ad variations in Canva—sticky note text, video with overlay, and image background—ensuring headlines match the landing page and emphasize free value with bullets on templates and frameworks.
• Launch a manual Facebook campaign: select leads objective, broad US audience (18-44, men), no interests, schedule for midnight, set daily budget, and publish multiple ad sets to test creatives.

ONE-SENTENCE TAKEAWAY

Build full B2B funnels before ads to drive qualified agency leads through seamless, value-packed experiences.

RECOMMENDATIONS

• Prioritize funnel backend over ad perfection to multiply lead quality and conversion rates.
• Use bold, specific headlines backed by "how-to" details to make offers irresistible.
• Opt for simple, text-heavy ad formats for fast testing and iteration in B2B spaces.
• Automate immediate email nurturing with reply prompts to enhance engagement and inbox placement.
• Target based on organic data like age and gender, avoiding interests for algorithm efficiency.
• Promote webinars on thank you pages to filter and advance only qualified prospects.
• Schedule campaigns overnight to prevent rushed spending and allow data accumulation.
• Incorporate social proof sparingly but strategically to build trust without overwhelming.
• Reverse-build campaigns: offer first, pages next, ads last for logical user journeys.
• Encourage micro-actions like replies to sustain email reputation long-term.

MEMO

In a candid real-time demonstration, agency owner Matthew Larson unveils the mechanics of launching a Facebook ad campaign tailored for B2B lead generation, emphasizing that success hinges not on flashy creatives but on a meticulously crafted funnel. As he navigates tools like Webflow and ConvertKit, Larson stresses the pitfalls of e-commerce mindsets in agency marketing: isolated ads rarely convert without supportive infrastructure. His approach begins backward—crafting a lead magnet, a purported "best lead generation training on the internet," before layering in landing pages stripped of distractions to keep prospects laser-focused.

Larson designs his landing page with surgical precision: a prominent logo replaces navigational menus that could lure users away, while a headline promises to "double your agency revenue in 2024" through a master class. The subheadline backs this audacious claim with specifics—"exact strategy, templates, frameworks, and processes" from his own scaling of a zero-to-$900,000-per-month agency in under a year. Social proof, like over 100,000 views, subtly reinforces credibility. An inline form captures emails, redirecting to a thank you page that escalates engagement via a 43-minute case study video on his growth tactics, complete with a calendar link for strategy calls.

Email flows form the funnel's quiet engine. Upon opt-in, an immediate sequence delivers the lead magnet while urging replies—"please reply yes to confirm receipt"—a tactic Larson touts for boosting deliverability and domain reputation. Subsequent emails dissect agency pain points, outline solutions, and tease introductory offers, all sent rapidly to capitalize on fresh attention. "The more you design it, the less likely it will land in their inbox," he warns, advocating plain-text simplicity over ornate templates that risk spam filters.

Transitioning to ads, Larson eschews perfection for practicality, deploying three low-fi variations: a handwritten-style sticky note, a text-overlay video, and a stark image background. Each mirrors the landing page's headline for continuity, bulleting benefits like "step-by-step strategy" and "swipe files" to save time for harried owners. "Ads do not need to look pretty," he insists, prioritizing message clarity. He advises against interest targeting, trusting Facebook's trillion-dollar algorithm to unearth ideal audiences—U.S. men aged 18-44, informed by his YouTube demographics.

Campaign setup unfolds manually: a leads objective funnels traffic to the website, not instant forms, with pixel tracking for leads. Budgets start modest at $20 daily, scheduled for midnight to sidestep wasteful evening spends. Larson creates separate ad sets for each creative, testing styles while stuffing descriptions with keywords like "agency revenue" to aid algorithmic learning. No audience adjustments, he cautions—overtweaking hampers the platform's intelligence.

Ultimately, Larson's blueprint reveals lead gen as an endurance game: initial ads may flop, but persistent testing through a robust funnel yields qualified calls. Having helped 175 agencies surpass $1 million annually, his method underscores a broader truth—technology amplifies human strategy, turning cold traffic into thriving partnerships. For aspiring agency builders, this isn't just a tutorial; it's a manifesto for sustainable growth in a crowded digital landscape.