"Which Ad Channel Should I Actually Master?"

0:00My question is, if you were to focus on one channel >> Sure. >> in order to lower CAC and [snorts] which channel would that be? And how would you go about learning that process as fast as possible? >> Too vague. >> Okay. Currently, I purchase leads from a third-party lead provider. >> Okay. >> That's my main acquisition channel. >> Okay. >> And so, I want to move away from them and master Facebook or pay-per-click or something like that. Residential solar customers.

0:28>> Residential Oh, shoot. I mean there's so many ways. I mean, that's like >> I just want to pick like one direction. I want to get a like >> I mean, you can obviously in that space like there's door knockers which you know, there's huge people who do that. Um you can you can do you know, you could do PPC if you want to do that. Um I prefer interruption-based advertising in general to PPC. The pros and Hm? >> Would you do meta then?

0:53>> So, meta, YouTube, TikTok, whatever. The I'll just give you the quick pros and cons. And so, PPC the the pros of PPC are that you don't have to have very much creative. Once you get uh a high-converting ad that works on search, then you just let it run because it can be the same ad because you have new eyeballs based on intent that search every single month for whatever that solution is. >> Mhm. >> But, you compete against every other person who's also you know, paying for those terms. So, it really comes it comes down to an LTV battle of who can spend more, right? To to to own those terms. So, that's thing one.

1:22Um on the interruption side the benefit uh is that typically they're it's interruption. They didn't get on the internet looking for solar, but they had your ad was compelling enough and so, they're you're typically selling in a vacuum, right? And so, you have fewer people that are competing for that, you know, specific lead. Um and you can get them for cheaper. The downside is that you have to recycle creative and make new creative on a very regular basis and depending on the size of the market, like if you're in a local market, you have to make new creative every 3 weeks.

1:48If you're national, you can get away with sometimes, you know, every every 6 weeks, sometimes every 8. And so, uh those are kind of like the the pros and cons. Both work. And at scale, you probably would use both. But if you're like, okay, what do I start with, I typically reverse this to your skill set, which is which of these things do you have the smallest skill deficiency in and then I would just do that. But like outbound works. You know, PPC and and and Facebook ads or YouTube ads like pre-roll, those both work. There are different types of audiences that you're going after.

2:17They're both paid ads. Um content probably wouldn't be the strategy that I would use. I think having a little bit in there just to look like you have a pulse uh helps conversion overall through the funnel. And so by the way, for anybody who doesn't make content, like just post once a week on the one or two platforms that you advertise on, just it will it will make you more money. You won't be able to directly tie it, but people tend to consume some stuff a little bit before they make a purchase.

2:41>> So if I have a strategic advantage in my LTV is higher than my competitors, then you would probably lean into PPC, is that what I'm hearing? >> Yeah, if you really can outspend everyone, then that's that'll be the simplest cuz then all you have to do is just look at the keywords and there's tons of tools online that just like you can look at your competitors' keywords, you can find their ads, then you can model the ads. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out on the thank you page you can book a call with my team and we will look at the business, see if we can help, and if we can, we'll fly you out to Vegas and we'll do this in person live.