If you're sick of speaking to low-value leads, tyre kickers. And people who cannot afford your services, this is for you.

Most people dont target anyone in their ad creative. They put a generic ad out that could be for anyone. And here's what happens (might sound familiar).

1. You have no real control over who you're going to get - Some leads are great, some are crap.

2. When you try to narrow the audience down and increase the lead form length, the leads become really expensive.

Here's how to fix lead quality without skyrocketing your cost per lead.

It's all about the type of person your ad creative attracts - NOT THE TARGETING

If your ad is pushing a pain angle that talks to single mums wanting to prevent their kids from slipping on a mossy driveway, you're going to get single mums wanting a $300-600 Job.

On the flip side, if your ad pushes that same product to an elderly person wanting to keep their home looking its best because, at their age, their self-worth is attached to the cleanliness and appeal of their home. Initially, they will be inquiring for the $300-$600 job, but their pain likely isn't fully satisfied by the small driveway clean… their roof, their windows, their walls might need cleaning as well.

You can see how 2 ads with the same production quality could get you 2 very different types of leads. The question you want to ask yourself is: Who is my ideal customer type for the product im trying to sell?

First, you find the pain that is going to move that person the most. Think about their insecurities, their desires, their needs. Maslow's hierarchy of needs is a great place to start if you're stuck.

You then make different ad creative formats, pushing that same angle. Try video ads, selfie ads, static ads, AI voiceover ads. Eventually, you'll find what format resonates with that audience the best and what pain angle gets you the highest value customers.

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