9/10 SaaS founders will say facebook ads are a waste of money, and they’re right.

But the truth is, we didn’t stop spending on Facebook.

In fact, we are spending 4x more.

The only difference is, now I am also contributing to my own piggy bank.

But how did we get here?

This path wasn’t clear from the beginning; I was HYPER skeptical
But looking back on the last 6 months, I connected the dots.

Here’s the 3 things we did to;
• Increase SQL’s by 620%
• Decrease our CAC payback by 30%
• Increase our conversion rate of free-trial signups by 22%

Focused on creative more than tactics

We decided to obsess about our ad creative. For months I would scroll through Foreplay.co every morning and every night.

This triggered an impactful chain reaction.

We had more ad ideas then we could execute on, backed by performance metrics. We went from testing 3-5 new ads a month to 10-20 new ads a week.
(Throwing sh*t at the wall is where the froth is – but we didn’t have ideas)

“Optimized” our Mobile Funnel
99% of the Facebook ad inventory is on mobile … you can’t really use our product on mobile and you still can’t.

The simple fix wasn’t to build a mobile app – no one does real prospecting from their iPhone. We simply communicated and managed expectations through the signup flow.

We also added a specific email to our welcome series for those who signed up on mobile.

And most importantly…

Hired a captain to steer the ship.

6 months ago Michael Kilcullen joined our team as a VP of marketing. Looking back on past failures many of them come back to focus and attention.

We used to sling, spray and pray.

Now with someone at the helm we are getting better every day – not simply making mistakes but learning from them and turning the learnings into action.
That’s about it, we turned our Zuck Tax into an investment with a healthy payback.