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The Facebook Group Dream That Died

Have you spent a lot of time in Facebook groups over the last five, 10 years?

And when I started my own Facebook group, my hope and goal was that I was gonna have this amazing community and I was gonna be able to share my knowledge and expertise, and we would chat and people would ask questions and everyone would get to know each other, and it was quite the dream.

What Went Wrong?

So it felt like I was talking at people, not with them. No conversations were happening and honestly it just started sucking the life and joy out of all of it.

And that's when I knew I was gonna have to pull away.

Engagement dropped, and I'm not a big fan of the @everyone tagging because I know as someone who's scrolling, it gets annoying to me to see that unless it's something important, right?

My New Favorite Place: Skool

So this is what my episode today is about. I wanna talk to you about my new favorite place, and I've talked about it.

How I Discovered It

And I had been in a few Skool communities, mostly because I had purchased a course or a training from somebody, and that's where it was. It was housed on Skool.

I didn't really have any, I didn't know what it was. I knew that it was basically another place that I had to be to sign in. So as a consumer, it was kind of a pain, honestly.

But the more time I started spending in those areas, I started to realize how different it was. And oh my goodness, it grew on me and it just felt...

What I Found After a Month or Two

I found after spending a month or two in a couple different communities, I started to join a few more. It started to feel like what Facebook groups used to feel like, like fun, people chatting and sharing and learning.

It just, it's so different and I kind of got hooked and that turned into me starting my own community.

Why Skool Feels Different

And it wasn't—what's interesting is it wasn't the features because I'm still learning the features on that platform—but it's the feel and the culture that has been created on the platform is community first.

That is the culture. It's all about community and they reward engagement and not just fake likes and you know, "oh, good post," you know, those kinds of things. But actual engagement.

The Best Parts:

• Things don't disappear after 24 hours - It's not like this nonstop feed
• You actually get to choose what you see
• There's no weird algorithm that you have to fight
• I'm not the only one showing up - I get on there and I'll say something and people are responding and replying and showing up when I do a meet and greet kind of thing

My Skool Community: Ads for Gen X Women (No Bro Marketing Energy

The name of it, which is Ads for Gen X Women and No Bro Marketing Energy. So that's what it's called.

Even if you don't wanna check out my community, you don't know what I'm even talking about, go have a look.

Ready to experience what community can feel like again?

Come check out my Skool community!

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Summary
I discuss the evolution of targeting strategies in Facebook advertising, emphasizing the shift from granular targeting to broad targeting.

I explain that while the ability to target specific audiences has diminished, advertisers can still effectively reach their ideal clients by employing a strategic approach. I highlight the importance of creating tailored ads for different customer avatars and using a variety of creative formats to engage audiences effectively.

I point out that the algorithm can do much of the heavy lifting if the messaging and creative are clear and varied.

Takeaways

• Broad targeting is the new normal for Facebook ads.
• The algorithm works best when you don't micromanage.
• Create different ads for each customer avatar.

Chapters

00:00 Introduction to Targeting Strategies
01:33 The Shift to Broad Targeting
02:45 Creating Ads for Different Avatars
04:55 Variety in Creative Formats
06:45 Maximizing Your Budget with Targeting

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Want to see how I'm using this exact strategy?

Join my Ads for Gen X Women Community on Skool and get the behind-the-scenes of my ads!

Link to Skool Community

Facebook ads with lead forms. And yes, I did talk about them, but this is one of those moments where I feel the need to go back and revisit because the context has changed, at least for me and my business. It's between how Meta ads have been performing and behaving and the conversations I've been having lately. Lead forms are becoming one of the smartest low friction ways to get traction that are budget friendly.What's the Same: Meta Wants You to Stay on MetaMeta still favors people to stay on Meta, right? You're on Facebook, you're on Instagram, and that's where they want you to stay. And let's be real here, that's where the big bucks are, right? And the advertising.And what Meta lead forms doFacebook Instant Forms—is they keep people on the platform. When you click on a lead ad form, you're staying on Facebook. That ad brings you nowhere other than on Facebook. And when you're trying to gain momentum, that matters.So what happens is you get lower lead costs and could spend less on ads.What's Changed: I've been talking to a lot of community owners on Skool. And if you're not familiar with Skool, it's kind of exploding right now.There are two plans and the hobby plan is only $9 a month. It attracted a lot of new businesses a lot of new people that want to make money who don't have a cashflow right now to be pouring into it. But they like the idea of being able to teach or have a community about something they love and eventually make money. The thing with the hobby plan, because it's only $9, it doesn't come with the integrated pixel and the conversion API, which the more expensive plan has. Why does that matter?Well, that matters because you need those things typically to run an effective ad campaign. Well, these ads don't go to a website.Why This Works for Skool Communities Without a PixelYou could have your ad get people interested in what your community is, and then on the ad when they click, that's when you can invite them to the Skool community. It's native right there on Facebook.And these are smart, savvy business owners. A lot of them have moved their business over to Skool, and they're just trying to build up some momentum, and they want to do some ads. But they're still on the $9 plan, which doesn't have the pixel.So this is the strategy that I've been recommending to them. In fact, this is the same strategy that I'm going to use for my own Skool communityThe Strategy's Not Perfect (And That's Okay)It's not good for everybody and it's not the best strategy if you were doing something more complicated or if you had something to sell.Key Takeaways✅ Meta favors keeping people on platform—lead forms do exactly that ✅ Lead forms = lower lead costs and better budget efficiency ✅ Skool's hobby plan ($9/month) doesn't include pixel or Conversion API ✅ Lead forms solve the "no pixel" problem for Skool community builders ✅ The path is simple: ad → lead form → Skool community link ✅ This strategy works best for community building, challenges, and testing demand ✅ No

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So far we've covered how to know when you're ready for sales ads, what is a self-liquidating offer, and how the goal is to build a list of buyers and hopefully break even. So if you've missed any of those, go back—it's the last three episodes.

But today's message is: if you've ever said, "my ads just aren't working," this one's for you. Because in most cases, it's not necessarily your ad. It's your funnel.

What Is Your Ad's Real Job?

It has one job, and that is to get the right person to see your offer.

If people are clicking your ad, then Meta's doing its job. It found your audience, it got them curious enough to check you out.

But what happens after the click? That's your funnel's territory. That's where the sale or the signup or the conversion either happens or dies.

How do you know what the problem actually is? Let's just break this down simply:

If no one is clicking → It's probably your ad. It's either your hook, your creative, something like that needs some work.

If they're clicking but not buying → It's your funnel. Something between the click and the checkout isn't landing. And there could be a lot of things in between.

If they buy your low ticket product but never take the next step → they never buy anything else from you. Then that's your nurture sequence or your follow-up that needs help.

The data will tell you exactly where to look.

What Actually Goes Wrong Inside a Funnel?

1. Too Many Steps
2. An Unclear Offer
3. No Urgency or Next Step

What Do You Do to Fix It?

Simplify and Guide.

Every page, every step needs guidance for the next thing.

The Good News

If your ads are getting clicks, that means your front door works. People are interested. You don't need a new strategy.

You just need to fix what's happening after the click.

Key Takeaways

✅ Your ad's job is to get the right person to see your offer

✅ If people are clicking, Meta is doing its job

✅ Your ad is the invitation, your funnel is the party

✅ Follow the data to know what's broken:

✅ Every page needs to direct people to the next action—don't distract, direct

✅ Focus on metrics and data, not emotions

Want an SLO Funnel?

Apply Here: Six Week Ad Intensive SLO Funnel Build.

We do all of it together. Apply

Not Sure If You're Ready?

If you're thinking you're not even ready for sales ads yet, take my Ad Readiness Quiz. It's in the show notes. It's free, takes five minutes, and it will show you exactly what to start working on.

Link to Ad Readiness Quiz

Join My Free Community: Come hang out with other Gen X women navigating Meta ads in the Ads for Gen X Women Community on Skool.

Currently- it's completely free!

Website: stacycovitz.com

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Hey friends! So last week I threw a LOT of numbers at you in part two of the SLO funnel series, and if your brain kind of glazed over? You're not alone, and honestly, same.

Today we're slowing it ALL the way down and making sure this one piece actually clicks. Because once you understand this, you will never look at ad spend the same way again.

The Goal Isn't What You Think It Is

Here's the thing: The goal of the SLO funnel isn't to profit on a $20 product.

That would be great though, right? But that's not what we're doing here.

The goal is to build a list of buyers—people who've already said yes with their money—and ideally, you're going to break even doing it.

If your ad brings in customers for free? You've already won. You're creating a list of warm, proven buyers you can invite into your higher-priced programs later.

Let's Make the Math Make Sense (It Really Isn't Hard)

Okay, deep breath. Here we go.

Let's say you spend $100 on ads.

• Your product is $20
• You sell 5 of them
• That equals $100

You made $100. You spent $100. You broke even.

You didn't lose money—you bought yourself five buyers.

But Wait, It Gets Better

Now, if a couple of those people add on a complimentary product (maybe a template or a quick training that helps them achieve their goal faster), you've now made MORE than you spent.

Let's say that additional product was $37 and two people grabbed it.

• $37 × 2 = $74 extra
• Your total revenue = $174
• Your ad spend = $100

Your average purchase just jumped from $20 to $34.

And THAT'S the number I was talking about a few episodes ago—your average order value (or average customer purchase value, same thing).

How Do You Find Your Average Order Value?

Here's the formula:

Add up your sales ÷ Number of buyers = Average Order Value

In our example: $174 ÷ 5 buyers = $34 average order value

If you've never sold anything in your business before, you won't know this number yet. But if you've been selling products or services for a while, you can go back and calculate it.

Why This Number Matters

Now that your average purchase is $34, you can afford to spend more on ads and still come out ahead. That's how you start scaling.

The Mindset Shift You Need to Make

Here's where many people get tripped up: they think, "If I'm not doubling my money right away, it's not working."

But that's not how ads work, especially with SLOs.

Breaking even on your ad spend is buying you buyers instead of freebie seekers.

And every buyer on your list is more likely to purchase your other products—and even your higher-ticket products—later. That's what this funnel is designed to do: fund your growth while creating customers who are already warmed up for your next offer.

What If You're Close to Break Even?

If you're running an SLO and you're close to break even, don't freak out. That's actually the goal.

You can test small tweaks:

• Add a mini bonus that raises the purchase value
• Adjust the price a bit
• Tighten how i

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Welcome to the world of advertising where your campaigns can not only pay for themselves but also drive meaningful sales.

Understanding Self-Liquidating Offers
At the heart of effective advertising lies the Self-Liquidating Offer, a strategy designed to recover your ad costs while simultaneously generating sales.

I define an SLO as a low-cost, high-value product that helps businesses cover their ad expenses. For instance, consider selling a $17 guide or a $27 mini-course.

If you invest $100 in ads and sell five $20 products, your ads have effectively paid for themselves. However, breaking even is merely the starting point; the real goal is to use these initial sales to lead customers to higher-priced offerings.

The SLO Funnel Explained
The primary function of an SLO funnel is not just to recoup ad spend but to attract potential buyers who are eager to solve their problems.

Once a customer purchases the initial product, it’s essential to gently guide them toward the next logical step in their journey.

For example, if you sell a $20 playbook that helps customers craft their first ad, you could offer a bonus mini-training session for $37 during the checkout process. This approach not only enhances the customer experience but also increases the average purchase value.

Calculating Success with SLOs
Let’s break down the numbers to illustrate how SLOs can be lucrative. Imagine spending $100 on ads, resulting in five sales of your $20 playbook.

You’ve recovered your ad costs, but here’s the magic, two of those buyers also purchase the $37 training.

This brings your total revenue to $174, increasing your average purchase value per customer from $20 to $34. This simple yet effective strategy allows you to spend more on ads while remaining profitable.

Key Components of a Successful SLO
To implement a successful SLO funnel, keep the following principles in mind:

• 1. Create a small product that addresses a specific problem.
• 2. Develop a natural follow-up offer that complements the initial purchase.
• 3. Ensure a clear path from the mini-offer to your primary program or service.
• 4. Avoid complicating your funnel with unnecessary upsells; focus on one main offer and one follow-up offer.

Getting Started with Your SLO

If you’re feeling overwhelmed and unsure about what your SLO or follow-up offer should be, don’t worry.

I offer a six-week ad intensive SLO funnel build program where you work with me to collaborate. We design your offers, map out your funnels, and create your ads without guesswork.

Before signing up for this, I recommend taking the free ad readiness quiz to assess whether your business is prepared for this sales strategy.

Takeaways
In summary, mastering the Self-Liquidating Offer funnel can significantly enhance your advertising strategy by turning ad costs into profits.

Focus on creating valuable, low-cost products that lead to higher-priced offerings, and maintain a clear and straightforward sales process.

With the right approach, you can build a sustai

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