Facebook and Instagram ads, they work incredibly well for a certain type of business owner.

But they're not for everyone.

And I want to be honest about that up front because I think a lot of course creators spend months trying to figure out why their ads aren't working.

Testing new ad creative, adjusting audience targeting, testing new ad copy, maybe I make this new graphic

or change this headline. And the actual problem has nothing to do with any of those things.

It's like a problem that has to do with preparedness or mentality. Or really, they aren't the

kind of online course creator that adds reward. I had a discovery call with a lady several weeks back, and the first call we had told me everything.

She came in ready. She knew her cost per lead.

She knew her earnings per lead for her launches that she had.

She was tracking her numbers. She had a good sense of how well her funnel

was converting and how profitably. And she wanted an ads partner to help her scale what was already

working. Contrast that with somebody I know. Contrast that with somebody who I used to work with

back inside of the mastermind. They had quite a successful business, actually. Just that when it came to ads, if the lead cost was up one week, they wanted to pull the plug. Every time performance slowed down in their webinar ads or conversions dropped off of their Evergreen webinar. All of a sudden, they're all of a sudden having their ad manager like give them all the

stats and they were very concerned and pouring over what could be different it must be that it must

be that well what is it what about this like well why did this change and this time you know at the

beginning of three years ago in quarter one it was like this and so maybe it's like this or

maybe I should

re-record my Evergreen webinar. Like the energy was just kind of worrywart energy. I don't have

another way to say it. This episode is about understanding which of those two people you are. Because

that answer matters a lot more than your budget, your ad visuals, and even your targeting.

Let me describe the online course creator who gets good results from Facebook and

Instagram ads. They want predictability, not overnight wins, and not a lucky launch

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