Streamline Your Document Workflow from Lead Generation to Conversion in Mexico

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This video is going to be the only guide you d to setting up a profitable LinkedIn advertising campaign in the shortest time possible without having to set up complex pixels or sales funnels. If you don't know who I am, my name is Ravi Abuvala I'm the founder of Scaling with Systems, where we've worked with over 2000 businesses in the last few years, helping them grow through multiple different systems such as LinkedIn advertising. I've also spent over $4 million of my own money on the different advertising platforms. So what I'm going to show you today is from real life experience. And by the end of this, not only are you going to have a profitable LinkedIn advertising campaign up and running, but you're going to know exactly who should be and shouldn't be running LinkedIn ads, how to set up a LinkedIn advertising account and campaign in just a few minutes without any of that complex stuff that everybody else is talking about. The best campaign and ad structure in order to have the best chances of your campaign being successful. And finally, what to do if your ads aren't performing. So you make sure you're facing the right thing as quickly as possible. In reality, in order for you to know whether you should be running LinkedIn ads or not, it all comes down to numbers. And this is something I want to get through your head right here, because a lot of people tell you, Oh, you should be running LinkedIn ads or you shouldn't be running LinkedIn ads. My audience is on that platform. My audience isn't on that platform, blah, blah, blah, blah, blah. When in reality it all just comes down to data, it comes down to numbers. So if you can remove the emotions, remove all these preconceived notions you have about whether people are on or not on the platform, and you just look at it through the numbers, then I almost guarantee you'll see success with this because you're coming at it from the right point of view. So let me show you what I'm talking about here. So this is a little graph I like to show my clients, but this is pretty much what we're going to be setting up today. This is a lead generation form on LinkedIn. I'm gonna show you how to set all this up. But before we even look at setting this up, we want to figure out what are the numbers and see if this economically makes sense for you. So first thing on the left hand side we're going to have here is our ad, and this is obviously what we're running on LinkedIn. If you have a really good ad, it should have about a 1% to 3% click through rate on the advertising platforms. That means that if the ad is shown to a hundred people, one person actually clicks on the ad, then you're going to have a LinkedIn lead gen form opt in where people put in some information, their name, email, phone number, or maybe what job title they have and when the people that start that application. So they clicked on the ad, the people that start that form there and finish, it's not going to be 100% of people. So you might have a cost per lead, which is name, email, phone number. A little bit about the professions of anywhere from 40 to $100. Now for some of you, when I talk about a $100 lead, you may be crying, you may be thinking, this is totally not for me. And that's why I want to talk about the numbers first, because like on a platform like Facebook, for example, you can get leads for $2 to $4, and I see it all the time. So but for others of you, if you're talking about really highly qualified, maybe business to business leads, you would literally be jumping up in joy if I could get it to you for $100. So that's why you have to understand from the very beginning, if you're not comfortable paying up to $100 per lead, then already you may know that LinkedIn's not the right fit for you. But of course we don't just want leads. I think a lot of people just sell leads online and we don't want leads. We want booked qualified calls on our calendar. So all of the leads that you get their information from, if you have a really good video sales letter and a really good booking page, which is something that we actually build for our clients, then you're going to have about a 20 to 40% of those leads conversion rate into a qualified booked call. And if you do the math, it's going to be about 100 to $500 cost per qualified call. Once again, for some of you, this is amazing. For others of you, you're like, There's no way I could pay $500 cost per qualified book call. And then of the people that book a call, only a certain percentage of them are going to show up. So around 50 to 60% of people are going to show up. And that means that you could have a cost per sales call conducted anywhere from $150 to $800. Right. But once again, if you're selling something for multiple thousands of dollars and you're paying $800 to have somebody show up on the sales call who's qualified and interested in buying what you have to sell, then that could be a steal for you, right? And then finally you look at your cost per customer. And this is obviously not everyone you get on a sales call, what is actually going to buy with you? And so 20 to 40% we see is like a really good close rate for qualified booked calls. And so if it's on the low end, you're looking at maybe a $4,000 cost per acquisition cost per customer. And if you're closing it like at 40% and you're looking at $375 cost per customer. So for example, if you're selling something and it's $50 upfront and then and you're right here, I showed you the numbers here that you're on, the low in cost per acquisition could be three in or $75. Right off the bat, you may think that LinkedIn ads is not for you and you might go over to another platform where the cost per eyeballs are a little bit cheaper if maybe the targeting isn't as good as it is on LinkedIn. So now that we know the numbers that we should be. Looking at. Let's go and start setting up our first LinkedIn campaign. Okay, So this is inside the LinkedIn campaign manager. I'm not going to walk through the whole process of signing up to a LinkedIn account and setting this up because in reality, I want to keep this as concise as possible. But all you need to do is go to LinkedIn dot com slash campaign manager, and you can log in to your LinkedIn account there, attach a credit card, and you're ready to start running ads. And this is what the main dashboard looks like whenever you're setting up your advertising campaign. So there's three main areas you want to look at here. There's campaign groups and that's like, think of this as the top of the umbrella and you could have a group for retargeting ads. You could have a group for cold ads, meaning running ads to cold traffic. You could have a group for, you know, LinkedIn lead gen forums, you could have a group for LinkedIn brand awareness campaigns. So think of campaign groups as like the highest category. Then you have campaigns, which is the next category below that. And that is going to be when you're getting a little bit more specific. So you could have all your retargeting campaigns inside of a retargeting campaign group, and each different campaign is going to have different targeting inside of it and then it's going to have different ads inside of it as well, right? So you should understand how those three work together. Remember, Campaign group on the far left is the highest. Then you have campaigns and then you have ads which are sitting inside of those campaigns. Okay. So let's go back to campaign groups and want to click create right here. You're going to come here and you're going to want to click Campaign Group. We're going to name this, let's just say LinkedIn lead generation campaign. And I'm going to put cold at the beginning of it because I want myself and my other people that are coming inside of here to know that this is a cold campaign. So these numbers are not going to be as good as maybe a warm or retargeting campaign. I always stress to my clients the importance of naming conventions. I'm not going to go through it in this video here, but don't just make it type something that's easy for you right now. Type in something that's easy for you to reference later on, even if it takes a few more seconds right now. Because I promise you, when you have dozens of campaigns and campaign groups and ads, it makes it a lot easier to manage stuff. Now, underneath group Objective, there's a bunch of different ones inside of here just to walk through a few of them. Brand awareness would just be like, Hey, show this ad to as many people as possible for the lowest cost possible. Engagement will be show this ad to as many people as possible who are likely to like or watch this video. And then the one we're going to be focusing on here is lead generation. So show this ad to people most likely to fill out a LinkedIn lead generation campaign. A lot of people talk about LinkedIn conversions for website conversions, but in order to do that, you're to set up the LinkedIn pixel and that's outside the scope of this video. And in all honesty, I think you can get away with running an incredibly successful LinkedIn Legionnaire campaign without even having to worry about setting up the pixel and you can start getting qualified leads in the next 10 to 15 minutes. So let's just click on LinkedIn lead generation. They're going to come down here and you're going to want to click Run continuously from a start date. And I do like to do a a budget optimization on here. So I'm going to set a daily budget for about $100 a day. Once again, if I am going back over to my numbers here and I am trying to get a course, a call a day from my LinkedIn campaign, I can't be spending $20 a day and then say, Oh, why am I not getting any booked calls? Right? Because it's going to take four days to get one booked call, assuming that your campaign is working correctly. Right. And that's the same thing with a lead. You're spending $20 a day on leads on your ads. Well, it's going to take two days to even get one lead. So understand how these numbers work with your campaign. And that will also help, you know, what your budget should look like inside of here. So you want to run the campaign? I always run it for the next morning. The next day immediately makes things simple. I don't want to click on create in the bottom right hand side. Right. So now we have this called LinkedIn Lead generation campaign here. So I'm going to click on this and now we're inside that campaign group. So now we're going to to create a campaign. Okay, So we're inside the campaign group now, recruiting campaign. We're confirming this is the right LinkedIn campaign group that we want, which it is. I want to click next and then I want to name the campaign. So once again, I'm going to follow a very similar naming convention to what I just said. We're going to call it LinkedIn Lead generation campaign. But here I'm going to add in a little bit of a kind of a naming convention to let me know what I'm doing or who I'm targeting inside this one. So for this example here, let's just say I'm targeting accountants. I run an advertising agency and I'm trying to target accountants. So I might just say accountants and I might say, let's say I'm only talking to accountants that have 10 to 50 employees. Right? And that might be like a really, really nice, sweet spot for us to be running ads from. Okay, so that's going to be the naming convention. So that way, whenever I'm looking at multiple of these, let's say I eventually run an ad and it's for accountants at 1 to 10 employees, right? I can very easily see the difference in those campaigns just by looking at the naming conventions for me. I'm going to be running ads inside of the United States because that's going to be where very likely the most qualified people are going to be. And then now, as we scroll down here, it's going to say, where is your target audience? So I'm going to choose the United States, because in reality, if I'm running an ad for accountants is very likely going to be United States accountants. If you wanted to, you could get specific with states. But I don't want to do that because I know that I can service any accountant in the United States. Then I want their audience profile set to English. That's important. So we're not running ads to anybody that's not speaking English. Then I want to actually uncheck this enable audience expansion. I actually prefer not to have this on because what that's essentially saying is like, Hey, Lincoln, if you want to target whoever you want to target because you think it might work, then go and do that. But I don't like to do that because I like to identify which one of these audiences is the best audience, because you're always trying to, you know, kind of come up with this winning formula of what's the best audience and what's the best ad creative. And if LinkedIn's doing whatever it wants to do behind the scenes, then you don't really know, Is this the audience that I chose or is this the one that LinkedIn's going after? Okay, so then once we do that, we're going to want to narrow your audience further, because I'm not just trying to do anybody that's in the United States, right? So there's a bunch of different things you can do here. You can either use your own to our our audience targeting like so if I had a list of, let's say, accountants I can upload this year, if I had people visiting my website, I could upload this here as well. But let's just assume that you don't have anything starting from scratch, going to go to audience attributes, but we're going to use audience attributes and just assume that you don't have any kind of previous assets you want to use here. So if we go to audience attributes, we can use stuff like job titles or industry or their skills. So I'm going to come over to company first and I'm going to say that I want the industry of the company to be inside of accounting, right? Because I'm only going to serve accountants, so I'm going to come in here, said I want the industry to be accounting perfect. So now I know that I'm going after people that are inside of accounting, but that's not enough, because that's going to be the person that's the assistant of the accountant, right? So I want to make sure I'm getting the right people inside of there, which is why we're going to come now to job experience. I want to click on jobs and authorities and then you can scroll down here and say owner partner or even chief C-suite executive, essentially, which is what the C XO is. And right now we're at 17 million people. So these are the people that are in the accounting industry that is either an owner, a partner or a C level executive. Now, 17 million doesn't really make a lot of sense. And now when I look back at it, it's because it's there in the accounting industry or they are an owner partner or C-level executives. So I'm actually going to click on this or statement here and change that, changes to an and just like that, I'm down to 310,000 people. Okay? So make sure we're making sure that they are in and statement instead of in your statement because what it was previously was like if they are in accounting or they're an owner of whatever could be the hot dogs shop down the street, show the ads to those people. So I want to make sure they're in and statement. If they're inside of accounting and they have these attributes, then we want to be running ads for them. And then, like I said originally, we want to add one more thing, which is going to be at the company. We want to make sure we figure out how many the size of the employees inside of there. So I'm going to say, you know, 2 to 10 and 11 to 50, because remember, I said 10 to 15 employees, actually, because I said 10 to 15 boys. Let's just remove 2 to 10. And I guess it's actually 11 or 50. So let's go back up here and change this to 11 to 50. Right. And so now we have only 38,000. So we want when we started, I think we were at like 17 million. Then we went to 380,000. And then I only want people between 11 and 15 employees because I identified that those are the people that the highest chance of converting. And so for that reason, we've narrowed it down to 38,000 people and they're going to scroll down here and this is where you're choosing your ad format. So how do you want this ad to display to somebody, whatever they are, pulling it up on their LinkedIn feed? Okay. There's single images, there's carousels, there's videos. I'm not going to get too in-depth as far as what's good or what's bad. The bottom line is you just test it. I'm going to use single image because that's probably going to be the easiest thing for us to do in this video here. But you could just as easily do a series of images or videos or even a document as well. And then when we come down to placements, I really recommend you don't select LinkedIn Audience Network. It won't even let me do it inside of here. But if you're running a different type, don't run LinkedIn audience Network because those are the ads that pop up when you're on those websites that you probably shouldn't be on while your wife is looking over your shoulder ads. You don't want those to be popping up on there because nobody is going to click on those ads. And then you come down to budget and scheduling, which has already been set up. And then finally you have this conversion tracking. Now, in this video here, we're not going to go over the conversion tracking like we're not going to go over setting about pixel. But if you did already have a pixel installed, it's not going to hurt. For example, to optimize for people that are make it to your thank you page. You're booked calls. So those would be the people that actually book a call here. You can make it so that LinkedIn would be optimizing for this. But once again, you do not need this set up in order to get your ad running, which is why I really love this type of campaign set up for LinkedIn. So let's click on next here. We're going to click on Save that We do like it, and then now we're going to go inside of the ads setup. Okay? So we created the campaign group, then we created the campaigns. The campaign group is called LinkedIn Lead Generation Campaign. The campaign group is a link to leaders of campaign accountants, 11 of 50 employees. And now we want to set up our actual ads. Okay. So I know you're going to be like, what is really going to name it the exact same thing, except for now I'm going to add something to the end, so called LinkedIn lead generation campaign. And then we're also going to name it accountants. Then we're going to say 11 to 50. And then let's just say Ravi had. Not because I'm really self-centered and I'm going to use a photo of me because somehow I think that's going to convert people. So Robby Headshot is going to be the the creative that I'm using, and that's why it's as Ravi had shot here. And then inside of this ad you can type in your introductory text. Now I have hundreds of videos on how to generate ad creative and how to generate use. I didn't use ad creative, so I'm not going to go inside this here. But this is where you'd say something like, Hey, accountants, I'm not going to make something up here. Hey, accountants. Tired of the boom and bust of tax season? Question mark, What if we could guarantee 11 new clients every month or your money back? We've worked with some of the largest accounting firms in the United States, including rugby's accounting and, above all, accounting. Those are my first and last name. You guys can see I'm not very creative. We do all the heavy lifting. You just sign up. Lifelong clients click. Learn more below in order to get more information. Okay, So I this is what we like to call a direct ad here. So I'm not saying like, hey, accountants want to know the six lead generation strategies that will make you more money this year. I'm just saying we help accountants get more clients. If you want to be a client of ours, click this button below. So that way that's how you get these conversion rates here. People are always like, Ravi, my ad is not getting booked calls or my my calls are not turning in as sales of the numbers we're talking about here. And very likely it's because you are selling like some kind of lead nighter or something where the person is not expecting to get on a call or then expecting to buy from you. That's what they call an indirect lead when it's like, Hey, you want to here's this guide of how to, for example, how to run LinkedIn ads here. And then what if I during this thing tonight, I was like, buy my stuff. You kind of be turned off a little bit there. A little bit. And I couldn't be upset. They didn't want to buy my stuff. If this ad if this video wasn't like, you should buy my stuff, right? So hopefully that makes sense. But you want to make sure you're making direct offers when it comes to ads here. Okay. And then when it comes to ad images, I'm just going to select an ad image real quick. And now that I've set up the image, what we're going to do is come down here to form details and you're going to want to actually set up the form now. So this is the benefit of the LinkedIn lead generation ads is that we don't actually need to set up a whole separate website in order to generate these leads. We can just use LinkedIn. And LinkedIn likes that more because people stay on the platform. So I'm going to change the call to action to learn more. I've always found that converts better than doing it like sign up or something like that. And then for the form, I actually going to create one from here, from scratch. And so let's do the form name, you guessed it, we're going to call it something that we can remember, so called linked and lead generation campaign. And we'll just say accountants and I don't want to say 1150 and we'll say Ravi's headshot. Okay, cool. So that's that way I can kind of know like what I'm running this form for which ads I'm running this for the offer. The headline is Get 11 new clients a month or Your money Back the offer details. I actually try not to put more information inside of here. What I've learned is the more information you add, ironically enough, the more likely someone's not going to convert because you might say something they don't want and they already clicked on it from the ad creative. So I actually typically leave this blank in order to just try to get as much information from them as quickly as possible. You want to add a privacy policy URL. If you don't have a privacy policy, I recommend creating one. You can't launch this without one of those. And then you come down here to lead details and custom questions every single one is going to ask for first name, last name, email, and then we want to add additional questions. So for example, I'm going to want their phone number as well. Okay. Because for me, a lead without a phone number is kind of useless. All right? But just know that for every additional things that you ask in this lead form here, your lead generation form is going to go. That cost per lead is going to go more towards the hundred than it is towards the 40. So if I just ask for someone's email, I might be able to get $20 leads or $10 leads, but that's just not really enough for me to do something with. So I want to ask for a few things like name, email, phone number, and then you could even ask something like what their job title is, what their education is, or you can even ask a custom question here. So I might ask something. Let's say, for example, how many clients are you currently generating a month, right? So then I could know that if this person is generating zero clients a month, I probably shouldn't work with them because they have other problems I need to solve first before they become a client of ours. Right. So the first answer is zero clients a month. Second answer is 1 to 5 clients a month, and the final answer is six plus clients a month. And so that will let me know whether these people are qualified or not and who I should be following up with and who I shouldn't be following up with as well. Okay. And then finally, you have your confirmation here. And so this is going to be what they see after they become a lead, right? So that's this stage right here. They've already lead. And now you have the opportunity to convince them to book a call. Now, this it's going to be outside this video to. Talk about the theory, the framework that we have around this that we work with our clients on. But the idea is a lead by itself is good. And you can outbound call a lead and try to convince them to be able to call. But in reality, what you should be looking at trying to do is get them to book a call on their own that's so much more scalable. So I might say something like, Wait, you're not done yet? Please book a call below in order to secure your market area. And then this is where I would put the link to my online calendar. If you don't have an online calendar, I very much recommend you get one. That way people can book on their own time and you're just like, you know, going to sleep and you wake up and there's eight appointments on your calendar and you just have ad running, which leads people to your calendar. So we'll just say for us, we have our calendar. I'm going to say we are scaling with systems dot com slash apply and people can go there in order to book a call to speak with us, I guess, at the ADD HDB. So let me do that real quick and then I want to change this Thank you message, call to action to learn more. Right? So instead of saying visit website or whatever else it is, I don't like that stuff. So I'm put learn more. And then finally I'm going to click on Save ADD right here. So it says Saving your ad and then boom, just like that, I have an ad set up. I can click next on here and then I can actually click on launch campaign. So I could do one more review of this, making sure everything looks good, everything looks fantastic. I am running an ad that's linked in lead generation campaign daily budgets, $100. I am running people to count in the United States who are also owners or partners. A CSO to C-level executives out of 11 to 50 employees. I'm only running it on LinkedIn and their ad is right here and I'm running a lead generation form that's collecting all of the information on them in order for me to call them, as well as the information required in order to know if they're qualified or not qualified. And then from there, what they'll do is they will actually book a call on their own. And then I'm going to hop in a call, conduct the sales call, and then hopefully 20 to 40% of them become a customer. And that, my friends, is how you run LinkedIn lead generation ads.