Warum deine Meta Ads nicht konvertieren

0:00Perfect so, my name is I have three locations. Three dental offices in Southern California. So, as of right now, we are doing around $2 million in revenue. And we are essentially stuck. One of our offices is doing $1.2 million in in revenue and the other two offices are underutilized. Okay.

0:26>> Doing about three to four hundred thousand. Okay. And you said dental offices? >> Yeah. Yeah, dental offices. Okay, got it. >> holistic dentistry in Orange County. Word. So, what's what's holding you back? So, we have a lead acquisition problem. So, as of right now, we get about 30 new leads a month from a referral.

0:52For all three locations? >> Yeah, for all three locations. So, you must be high ticket. Yeah. Yeah, high ticket. Okay, what's the average case size? Average case size presented is probably around 19,000 or so. Okay, is this like veneers or something like that? A lot of implants, veneers, okay. And like full mouth rehab, yeah. Got it.

1:16Word. Okay, so what do you You have one referral partner who's getting you 30 leads a month? Correct. Okay, got it. Um any reason you don't get Like what did you do to get that referral partner that you have? We essentially just signed up signed up on our website. She's a big YouTube personality. Okay. >> And we're on a map essentially. Okay, got it. Um are there other people who exist like her in the world?

1:44There are. There's there's one more. He's in Germany, but she's kind of the biggest one. Okay. Uh can you get more from her or 30 is the absolute max of what she offers? So, I mean, we can get more, but it's it's not a direct referral. People find us on our website. Okay. And then they call us and they schedule. And how do they find you?

2:09They just find us on the maps. We're the only people in Orange County. Okay. So, any reason you're not running PPC? Paper click? So, we we do run PPC at the moment. We ran a Facebook campaign about $10,000 a month with an agency. Okay. And the agency was the the copy was all towards low low-hanging fruit and it was a lot of discount compersers. Uh-huh.

2:39So, right now, I mean, sorry, over the three months we got zero patients. Okay. Uh >> And then as of right now, we're at $12,000 a month in Google campaign. And so, so you are still spending that money, you're just not getting patients from it. Just started. Just started last week, to be honest. Got it. What's the offer?

3:05Offer is essentially a free consultation with a free cleaning scan, free smile assessment. And then we just got a cleaning. Yeah. Um what can you do? Well, so you're spending this money now, are you getting clicks or you getting leads? I've had a few clicks, few leads, but a lot of the keywords we're searching for are pretty low low volume.

3:35Uh-huh. So, we don't get too many clicks, to be honest. But we have got a few phone calls, but no no actual conversion just yet in the past week and a half. Yeah. Um so, what's the sales motion? So, they opt in on the site, then what happens? They opt in and then I give them a call personally within two minutes. Wow. Okay. And then what happens?

3:58So, once they once I give them a call, I get them scheduled as soon as possible. But as of right now, so we have one doctor working between three offices. Okay. >> out of us two and a half weeks. Okay. >> So, we are essentially booking empty slots, which are few and far between. So, our show rate is decent. I mean, it's about 70%, but it's about three weeks out.

4:27Okay. And you just haven't met with these people yet or you have? >> Sorry if I'm Sorry if I'm talking over you. I'm hearing a little echo in the background. Yeah, no, I hear it. So, they opt in, you call, you schedule them three weeks out. Okay. Then what happens? They they show up, we present the treatment plan. We educate them on exactly why we're doing this and what the difference is between normal You pitched them. >> and holistic dentistry is.

4:54>> Yeah, and you pitch them, right? >> Yeah. Okay, and then >> as soon as possible. And then you get them rescheduled after they pay, you mean? Rescheduled uh I guess scheduled for the first appointment. But the first appointment is the thing that they show up for, right? Correct. That's where you tell them all these you pitch them and then they come to another appointment that's a dental appointment? Yes. Okay, so you do sell them on that first appointment, correct?

5:22Correct. Okay, got it. And so, you have leads that are going through this process since you're spending money on PPC right now, have you made any sales from that? From PPC, not yet, no. >> So, you said you have 70% that are showing up. How many have showed up to create the 70%? So, we used to run PPC in the past, but it was pretty low. So, right now, You said you're running Google Ads. So, what ads are you running for Google Ads that you're spending 12,000 a month on that you're getting 70% show up rates for?

5:53So, we have a Google Ads running for 12,000 a month right now. >> Right, so what are the What are these Google Ads? On what platform? Like I said PPC, which is AdWords, which is the same thing I I basically I'm saying the same thing. You're saying what You're saying we used to run PPC, now we run Google Ads. Those are the same thing unless you're running Google Display, which I doubt, or YouTube Ads that are pre-roll, but you probably would have said YouTube Ads. So, what are you What are we talking about?

6:20I think we're talking about the same thing. I think I'm getting a little bit confused. >> I agree. That's my point. So, you had an agency and then now you run it in-house and you're spending 12,000 a month. You have 70% showing up. So, So, you're spending 12,000 on these keywords, right? Not yet. We we have 12,000 allotted. Haven't been able to spend it yet. >> So, you haven't spent $12,000. No. No, we have a $12,000 budget. >> Then where are these Where are the 70% Where's the 70% show rates coming from?

6:46How many leads do you have that created that? The 70% show up rate is coming from the referral. Oh, dude, then So, this Okay. >> [laughter] >> Okay. So, you have a budget of $12,000 for Google AdWords that you have not run yet. Correct. It's running. Okay. >> really utilized the budget yet. Yeah.

7:10So, you haven't spent any of the money. No. Maybe like a hundred bucks so far has been actually utilized. >> [laughter] >> Okay. Okay, did the Did the other the agency were they able to spend your money? Yes. Okay, got it. So, I'll I'll tell you I'll tell you the the two solutions, all right? Number one is the agency that you were working with, did they have customers who sold the level ticket that you sell?

7:37Yes. Okay, got it. And so, what were those people doing that you weren't doing? So, they were Actually, you know what? Let me rephrase that. I'm so sorry. We were higher ticket than every single one of their customers. Okay, but did any of them sell like quality >> Did they sell anything that was in like the 8,000 plus range?

8:00Oh, yeah. Yeah, 100%. Everything They they only marketed one thing essentially. They they marketed like all-on-x, is what it's called. Okay. Which also is a $40,000 procedure. Okay, so they do sell stuff that's more expensive. Yes. Okay, great. $10,000 10 to $20,000. Yeah, so what I was trying to what I was trying to lead you to was the idea that you agent There's nothing wrong with the agency. They were getting you leads and you had a [ __ ] up sales motion.

8:30Mhm. >> [clears throat] >> And so, I'll say like if I'm in your shoes, I would probably call that agency back up and say, "Can you connect me with the three or four people that you're currently working with that are not in my area that are making this work?" Now, in all likelihood, you said they were bringing you the wrong type of people, right? Correct. But it's only the wrong type of people because there's no sales motion to basically educate them into becoming the right type of people. So, I'll give you an example of this. Back in the day when Groupon was a thing, which you may remember, there were plenty of businesses that got on Groupon and people would flood, you know, the front end with kind of these low barrier offers. The business owners that didn't understand sales and basically compared, well, I get these referrals that are super hot and they just buy when I offer it to them compared to cold traffic sales, which is what this is, uh these people are all low quality.

9:17It's like, yeah, of course compared to referrals, they're they're all going to be low quality. But believe it or not, these leads that that agency was sending you was still higher quality than meta leads. And so, you had this the second hottest leads coming to you and you weren't able to convert them. And so, the problem is the process. So, can I walk you through what I think you should do and probably turn the agency back on? Yeah. I I didn't So, just just want to let you know one thing as well. So, the agency was meta leads.

9:42Okay, well, yeah. Well, then then meta leads, yeah, that's going to be lower quality, but I'll walk you through what what should happen. If you've never had meta leads come in and you just like were expected to run the same process, there's no chance you're going to be successful. I'll just tell you right now. Mhm. Okay? [clears throat] >> Yeah. So, let's say you've got meta ads. I'm just going to walk you through it and this is where we're going to wrap with, okay? So, you've got your meta ads. You're going to go to whatever the offer page is and they're going to opt in. Okay, cool. Did they make the opt-in page?

10:09Yeah. Okay, so I'm sure they already had a a format that was working. After the opt-in page, what was the step in that funnel? After the opt-in page, it would pop up in a GoHighLevel page. Okay. And then I would call immediately. Okay, so you would did Was there a scheduling thing there on the thank you page? Yeah, they would receive a VSL mhm that I made as well as they would also receive automated reminders and text messages. Okay, but you set them on the phone, right?

10:43Yeah. And you're saying none of the leads were good? None of them qualified for financing. We brought We brought a few of them in, but I mean, these are all people who are missing multiple teeth. So, almost like borderline homeless people were coming in. So, they just weren't worth our time to give free consultations. Yeah, so you don't have to give free consultations to people if they don't qualify.

11:10So, I would say fundamentally, like I this still feels very confusing because like PPC is probably the number one channel for for uh dentists doing high ticket work like this. And so, the keywords that you were selecting uh are that you're currently bidding on, uh there's probably more that you're missing, number one. Number two, from the sales process, having the VSL before and after, that stuff's good. Meta will always get you more leads than PPC will because it's interruption based rather than intent based, but the leads will be colder, but there's an ocean up there and you can spend a lot more, right? And so, um the vast majority like there's also a cost thing, like you probably have to spend I would say somewhere in the neighborhood of five to ten thousand dollars per sale is probably what you would expect uh to spend for something like this. And that would be kind of like industry average. And so, you know, the spend that you actually had with them was relatively low. Um especially if it was kind of like the first time you were really doing it. So, you spent 30 grand, I can understand why that would be frustrating. Um but like I would I would get out of the perspective of like all the leads are so like are you in a poor area?

12:11No. No, you're in Orange County, right? So, like there there's for sure like there is a PPC path, there is a meta path, both of them work. There's going to be opt-in, speed to lead, VSL before when they walk in the door, second VSL when they're in person for the waiting room. And then when you present, you'll anchor high, get financing from the wait from them walking in the door. You'll also get card on file. It'll probably be split cuz some people take financing, some people pay with the card.

12:36Um but you should collect that before you present payment regardless. And then from the sales motion itself, um I mean, if they were truly homeless, then yeah, that's a waste of time and we should have we should have screened for that on the on the call itself. But like what was your cost per lead rate on on meta? I wouldn't honestly I'm not 100% sure. Okay. Um that would be worth knowing, obviously. Um but like I would say that if you're on meta, you're probably going to expect to convert especially at your price point somewhere in the like two to five percent of leads range at your price point.

13:08And so, it's like okay, let's say cost per lead is 50 bucks, uh then it costs you if you convert one percent, you're at five grand a sale. That that math maths. It's just that you have to expect when you're using meta ads that like these are not going to be PPC or referral ads. Like you're going to convert one out of 20, one out of 50. And you're going to have to put heavy screening on the front end. Yeah. The like those are the two What kind of screening would you suggest getting deposits? Say it again?

13:36For the screening for meta leads or even the paper click on Google campaigns as well, uh would you suggest collecting a deposit? I would I would do a deposit if I felt if if we were having show up rate issues, but we aren't having show up rate issues. The issue I think is in the set. So, basically the friction to get on the call with you and what you're saying on the set, you should have like shouldn't have homeless people showing up at your dental office.

14:01Like you should have been able to qualify that on the phone. And so, on the set, we should have gone for bant, right? Budget, authority, need, timing. Like hey, what are you looking for in terms of budget wise for this? Obviously, this is a four figure plus investment. Just want to make sure this isn't some sort of shock for you. The second thing is need wise, like how important this is from you from one to ten to get this solved uh like right? And then they'll give you a number and you're like great. Whatever the number they say, you say why isn't it a ten? You say why wasn't it a one? Right? In both of those scenarios, it basically get them to sell themselves on why it actually is important. Then the third question that you would ask is um timing, like if we could wave a magic wand, would you want it to get solved today or when would you want to do this?

14:37You want to solve the people that are either today, basically as soon as possible, or the next few days. The people who are like I'd want to do this and push it out into the future, those are tire kickers and are unlikely to close. And then authority is are you the person who's going to be able to make the financial decision for yourself or do you need someone else's permission? Mhm. And so, if someone opts in after watching a VSL, they fill out an application, uh and then you get on the phone and you go through bant, you shouldn't have people who are unqualified who are walking in the door.

15:08Yeah. So, it sounds like out of all the people that we actually screened and got in the door, one I would say was qualified. Yeah, so I think you like And the up front end offer was a a free what? Free consultation and free uh free $100 scan, about $500 worth of value. Mhm.

15:33And it was leading to the implants, correct? Yeah. Yeah, leading to implants. Yeah, I don't think there like honestly like that offer is fine. The the process that you laid out is more or less fine. It was probably missing a VSL before you walked in the door, but at going through all of these pieces with you, the set call was the issue. And I also don't know anything about the metrics. Like I don't know how many leads we had and how much the cost per lead was. If you had like five leads for $10,000, that's too expensive. If you had a 10,000 leads, something was wrong.

16:06So, if you were in the 50 to I call it 150 range, it's probably about right. I don't know what the creative looked like. Yeah. Were you in the creative or was it just statics? It was only me essentially. Okay. Full full videos and stuff like that. Okay. I've got good news and I got bad news for you. You you might look homeless. I'm I'm half joking, but the the reality is that uh meta will find people that look like the avatar that's in the ad.

16:34And so, making sure that the ad looks really premium, really high end. And if you have a demographic that is more like your ideal customer, you want that person to be in the video. Yeah. Yeah, in in the ad I was in our Newport Beach office and I'm wearing a full suit essentially. Dressed like that. Yeah, are you wearing a suit or are you wearing a white lab coat?

16:57Dude, I'm not a doctor. You do dental implants? I'm not the doctor. I only manage the business. I'm I'm owner of the business, but we have a head doctor. Okay. You can wear a white lab coat, by the way. I mean, I can, yeah. >> [laughter] >> Okay. Yeah. I'll tell you right now, if you didn't have a lab coat, no one knew that it was a dental office.

17:24So, if what's the ideal customer for you? Ideal customer is moms and lords from 35 to 65. Okay. That are health conscious. So, I'm kind of going against Western medicine. So, that's who you want in the ad. And you want her wearing a white lab coat. Ideally attractive.

17:51Fair enough. I'm being dead serious, man. Yeah. That's who you need in the ad. So, that fixes the creative and then you the set call piece was messed up. I do think though given everything you're saying, I think PPC is going to work better for you cuz it's a little bit easier cuz the leads are hotter. You're going to have a lower quality in the beginning. So, I would probably like if I were you, I would pay for one-on-one with somebody who works at a PPC dental ad agency. I would look it up on LinkedIn. I'd find the guy who's one or two levels below who's actually doing the clicking of the buttons and I pay that guy 500 bucks an hour to walk through the keywords that you should be bidding for. That's what I would do.

18:31Got you. Cool. Sounds good, man. Appreciate you, man. All right. I appreciate you, man. Thank you so much. You bet it. All right, talk soon. You have a good one, man. You too. We got there. We did it. We did it. We got there. Success. 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 into these ten 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 just book a call with my team and we will look at the business, see if we can help and if we can, we'll invite you out to Vegas and we'll do this in person live.