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If you are like most coaches, course creators or online experts, you have probably said this more than once.
“I just need more leads.”
Leads are important.
You cannot grow without new people coming into your world.
However, when I look inside real Facebook™ ad accounts and real funnels, the problem is rarely “not enough leads”.
The deeper issue is that the ads strategy is disconnected from the rest of the marketing. There is a launch campaign here, a random lead generation campaign there and a few boosted posts in between. Nothing is joined up.
What you really need is a simple, full-funnel ads framework that supports everything else you are doing. Your emails. Your content. Your launches. Your evergreen funnels.
That is what my 4-phase Webonize Ads Framework is designed to do.
It follows the natural journey your ideal client takes from stranger to buyer:
- Audience Building
- Lead Generation
- Trust Building
- Sales
When you run your Meta ads with these four phases in mind, you stop asking one campaign to do everything. Instead, you build a layered system that works every day in the background to support your growth.
Phase 1: Audience Building – Attract
This is the phase most people skip.
At this stage, your audience is cold. They do not know who you are. They may not even realise yet that they have the problem you solve. Trying to sell at this point feels jarring and usually results in expensive, low quality clicks.
In Phase 1, your goal is simple. Attract the right people and create small moments of connection where they think, “She gets it. She gets me.”
You do this with visibility ads that deliver value with no strings attached. For example:
- Short reels or native videos with one quick tip
- Behind the scenes content from your work or process
- Thought leadership that challenges old advice
- Slightly longer videos that share a mini breakthrough
You do not need to reinvent the wheel. If you already have content that performs well organically, you can reuse it here as ads.
You can start with a modest budget, even $2 to $5 per day. The aim is to get your content in front of the right people and watch metrics like ThruPlays, video views and cost per landing page view.
This is the Attract stage in my AIA Model. You are earning attention, not demanding a sale. That early connection makes every other phase easier and cheaper.
Phase 2: Lead Generation – Ignite
Once people have seen you a few times, you are no longer a stranger. They recognise your face, your voice and your tone.
Now it is time to turn that attention into action.
In Phase 2, your job is to offer something valuable in exchange for an email address. The offer needs to feel like a no-brainer. It should solve one specific problem your ideal client knows they have and wants help with now.
Strong options include:
- A focused lead magnet
- A short, practical training or mini course
- A private podcast
- A planning guide or checklist
- A webinar or challenge registration
Specificity is everything. “Three steps to grow your business” rarely cuts through. “How to get 100 leads in 30 days with $10 a day on ads” gets attention because it is tangible and measurable.
When your offer and messaging are dialled in, this is where you often see cost per lead drop under $3, sometimes well below. I have seen ebook leads at around 27 cents, mini course leads around $1.28 and on demand masterclass leads around $2.84.
This is the Ignite stage. You are turning interest into engagement and growing a list of people who are a good fit, not just anyone who will click.
Phase 3: Trust Building – Activate
A lead is not a sale.
Someone downloading your guide or registering for your training does not mean they are ready to join your programme or buy your course. The gap between those two points is trust.
In Phase 3, your focus is to build belief. Belief that you understand their world. Belief that your approach makes sense. Belief that change is possible for them.
You do this with a mix of email nurture and warm retargeting ads. Good ad angles for this phase include:
- Client testimonials and specific case studies
- Educational content that unpacks your framework
- Myth busting posts that challenge what has not been working
- Values based content that shows what you stand for
- Podcast episode promos that make it easy to binge your expertise
These ads are not about a hard sell. They are about supporting the decision someone is already considering. You are helping them move from “I am curious” to “This could work for me.”
The bonus is that these warm retargeting campaigns are usually very affordable. A few dollars a day is often enough to stay visible to your hottest leads. This is the Activate stage, and it has a huge impact on your eventual sales numbers.
Phase 4: Sales – Convert
This is the phase everyone wants to jump to.
Sales ads can absolutely work, but only when they are supported by the first three phases. Running sales ads to a cold audience is like proposing marriage on a first date. It feels rushed and out of context.
In Phase 4, you direct your sales ads to people who have already shown interest.
For example:
- People who have opted in for your lead magnet
- People who have engaged with your content
- Website visitors and sales page visitors
- People who have added to cart but not purchased
These are the people most likely to say yes. They know who you are. They understand your approach. They have already invested time and attention with you.
Your sales ads should be clear, outcome focused and supported by proof. You can add time sensitivity through deadlines, bonuses or limited spots, as long as the urgency is ethical and honest.
Think of this phase as harvest season. You are not forcing sales. You are giving your warmest leads a clear chance to take the next step.
Why this framework works with all your marketing
This 4-phase ads strategy does not compete with your other marketing. It supports it.
It does not replace your organic content. It amplifies it.
It does not remove the need for a good email strategy. It strengthens it.
It does not chase one-off wins. It builds a system that grows with you.
Most importantly, it aligns with how real people make buying decisions. They move through awareness, interest, trust and then commitment. Your ads simply walk alongside them at each stage, instead of trying to drag them to the finish line in one step.
What to focus on next
Now is a good time to ask yourself:
- Am I attracting the right audience, or just anyone who will click
- Am I giving people a reason to connect, not just a random freebie
- Am I building trust through my content and ads before I sell
- When I do sell, am I speaking to the people who are most ready to say yes
If the answer to any of these is no, you probably do not need more tactics. You need a better framework.
A framework that works with your funnel, your emails and your content, not against them. A framework like the one I teach inside Abundant Ads Academy, where we build and optimise this full 4-phase system around your goals and your budget.
I would love to hear your thoughts...