Inbound appointment setting is getting people to book appointments with you without reaching out to them first. They come to you. Running paid ads on facebook is by far the most effective client acquisition method bringing the best returns on investment.

Paid ads give you the ability to:

• Generate consistent client opportunities (leads, appointments, sitdowns) for your clients but also your own personal agency.
• Scale beyond the ceiling of cold outreach to book appointments. After a certain point, you can have a massive cold calling team, or be sending out mass amounts of SMS, but nothing will be as predictable as running Paid Ads.
• Control volume — turn spend up or down like a faucet. If your client is complaining about not having enough leads but his campaign is proven, turn up the spend. If you are booking 5 meetings a day and want more, bump your spend up.
• See exactly where in your system money is being lost. It is very easy to track stats when it comes to ads, because facebook supplies you with a bunch of data about your ads.

With cold outreach only:

• You’re chasing, interrupting, and often annoying prospects because they hear it all the time. A lot of prospects who come in from paid ads haven't been reached out to by 100 15 year olds in their bed room.
• It’s hard to scale — you’re limited by time and human labor. Would you rather manage 30 cold callers, or just run 400$ in daily ad spend.
• Quality control is harder — the lead pool is more mixed. Some weeks you might have really good leads and some might be worse. Don't get me wrong you can still get poor quality leads with ads but overall you can have more control of quality.

With paid ads:

• Leads come to you already interested.
• You can pre-educate and pre-qualify them before speaking. 
• You can target only the people you want using precise filters.

Industry Data

• ~95% of agencies making $100.000+ per month run paid ads in some form.
• The Majority of agencies running High-Ticket offers use Facebook Ads to deliver results for their b2b clients.
• Cold outreach is usually only used as a supplement once ads are dialed in.
• Most “coaches” who tell beginners to “not run ads yet” are hiding the fact that they themselves scaled with ads — they just know ads amplify weaknesses as much as strengths.

When to Start Paid Ads To Book Appointments
You are ready to run paid ads if:

• You can consistently close 15–20% of qualified sales calls.
• You have clear fulfillment systems and can onboard new clients quickly. You already get real client results and some stay (not all churn).
• You have at least a 50% show rate from existing lead sources.
• You can handle a sudden spike in call volume with the current schedule you have without burning leads.
• Budget: ideally you can spend $1.000 - $2.000 per month for 3 months without stress. That’s $3.000 – $6.000 set aside.

Why Paid Ads Usually Fail

• Weak offer: if the offer isn’t irresistible, no ad can save it.
• Bad targeting: showing your ad to the wrong audience.
• Poor sales process: you are getting opportunities but can’t close them.
• Slow follow-up: leads go cold because no one calls them quickly.
• No tracking: you don’t know which step is underperforming, so you burn budget guessing.
• No Pixel: You’re not telling facebook what to prioritize for conversions
• Ad fatigue: ads usually die-out after a certain period of time, especially in local lead generation after about a month local towns and the people in those towns usually have seen the ad a bunch and become numb to this. Most B2B agency ads usually die after 3-6 months.
• Copying Ads: your ad isn't original and doesn't standout, audio sucks, blurry, script sucks.

Image Ads
What they are: Static single images, carousels, or simple graphics.
Advantages:

• Quick to create: can use Canva templates.
• Lower production barrier (no filming/editing).
• Can be very effective in less competitive markets.

Disadvantages:

• Weaker connection: no voice or facial trust factor. (builds less trust)
• Doesn’t filter as strongly: more low-quality clicks.
• Less story-telling ability.

When to use:

• Learning Facebook Ads Manager basics.
• Testing early-stage offers cheaply.
• Niche is unsophisticated (few competitors using ads).

Video Ads
What they are: Short videos (15–90 seconds) featuring you, a spokesperson, or UGC creator.
Advantages:

• Builds immediate trust — prospects see and hear you.
• Lets you qualify viewers (“If you’re a roofing company doing over $40K/month, this is for you…”).
• Higher intent leads — people who watch and click are more invested.
• Allows storytelling, objection-handling, instilling fear and authority building.

Disadvantages:

• More time to produce.
• Requires comfort on camera or outsourcing to creators.
• Needs editing tools or skills.
• If you make them wrong it can be a huge waste of time.

When to use:

• Any competitive niche (roofers, contractors, real estate).
• Scaling past $10K/month.
• When you want better lead quality, even at a slightly higher CPL.

Ad → Facebook Lead Form → Booking Page
Flow:
Benchmarks:

• 50% who click “Learn More” complete the form.
• 40% of those book a call after redirection.
• If they don’t book, call within 5 minutes.

Direct to Calendar
Benchmarks:

• 8–12% of landing page visitors book.
• CPL $20–$50 typical.

Funnel Lead Form → Booking Page
Benchmarks:

• Similar to FB forms (~50% submit, ~40% of those book).

Testing: This really comes down to testing to see what better converts in your niche, it's different for everyone.

People often ask: "How much should I spend to start my Facebook ads?"

Reality:
There’s no single “best” number — it depends entirely on:

• Your personal financial situation
• Your business’s cash flow
• How much risk you can take without stress.

But

• $30/day minimum for clients
• $50/day minimum for you

Golden Rule for Starting Budgets

• Don’t spend an amount that would hurt you — personally or in business — if you lost it all.
• Facebook and Instagram ads often don’t succeed immediately.
• Early campaigns are for testing targeting, offers, and creatives.
• It’s possible your first month’s spend produces no sales while you’re figuring things out.

Mindset:
Be ready for the possibility of losing the starting budget completely — without it putting you in financial trouble.

Budget & Speed of Learning
Your budget determines:

• How fast you gather enough data to make decisions.
• How quickly you find winning creatives and audiences.
• How much statistical significance your test results have.

Budget Levels

• Low budget: $30/day (~$900–$1K/month)
• Slower learning curve.
• Fewer total tests per month.
• Medium budget: $50–$100/day
• Faster results, more test cycles.
• High budget: $200+/day
• For scaling winning ads or aggressive testing.

Spending $90 in one day gets the same data as $30/day for 3 days. Higher daily spend = shorter testing cycles = faster optimization. We want to prioritise building a system.
If You’re Torn Between Two Numbers

• Choose the smaller budget and be patient
• Avoid overspending just because you’re excited
• It’s better to start small, gather insights, and scale up once you have winners

Let’s walk through a realistic scenario:

1. Spend: $1,000/month
2. Booked Call CPL: $40 → 25 booked calls.
3. Show Rate: 70% → 17 shows.
4. Close Rate: 20% → 3–4 new clients.
5. Monthly Recurring Revenue: 3 × $2K = $6K added.
6. LTV (3-month avg): $18K total.

ROAS:

• Cash: 6x
• Contracted: 18x

Even at average performance, paid ads outperform almost any other investment.
Must-Have Systems Before Launch

• Landing page: Clear headline, offer, proof, and CTA.
• Calendar: GoHighLevel or similar with auto-confirmations.
• Automation: Text + email reminders, value video for booked calls.
• Follow-up scripts: For setters calling unbooked/booked leads.
• Pixel tracking: So Meta can optimize for conversions.

Speed-to-Lead Process

• Call new leads within 5 minutes of form submission if no booking.
• Send immediate SMS: For unconfirmed or confirmed meeting confirmation. You have my indoctrination flow so you have access to both my confirmed and unconfirmed initial SMS
• Follow up multiple times in the first 24 hours — most bookings happen here on unconfirmed meetings or opt-ins.
• Set call these people.

Two Mindset Shifts to Learn Before You Run Paid Ads
Shift 1 — Early Ad Spend = Paid Research, not “Losing Money”
When you start ads, most versions won’t win. That money isn’t “lost.” You’re buying data to find the one ad that works so you can scale it.
A clear example

• You test 10 ads at $100 each = $1,000 total.
• 9 ads make $0.
• 1 ad makes $500 back.
• Most people say: “I lost $500.”
• You have to look at it like: “I just found an ad where $100 → $500 (5×). Now I cut the losers and fund the winner.”

Why you need a burn budget
A burn budget is a small amount of money you expect to spend to discover winners.

• Think of it like paying for a map to the gold mine.
• After you find a winner, future dollars go into the proven thing, not guesses.

Tip: Never put rent or payroll at risk. Testing should be uncomfortable, not dangerous.
Shift 2 — “Do ads work?” is the wrong question
If you have sold even a few people, or a competitor has, then people want this. Most of them use Facebook/Instagram. So the question isn’t “Do ads work?” The real questions are:

• Where are those people?
• What message makes them want to act?

Ads work when the message matches the audience. Your job is to test messages until they match.
Common beginner mistakes (and quick fixes)

• Mistake: Tiny edits (changing a word) and calling it “testing.” - Duplicate campaign and make edits to that campaign, if a campaign is working do not change after editing
• Mistake: Judging ads after a few hours.
• Mistake: Scaling everything a little. Kill fast, fund the winner.
• Mistake: Vague offers (“book a call to learn more”). Make things CLEAR
• Mistake: No proof.