This 4-Step FB Ads Protocol Increased My Client’s Sales By $3M Every Year, For 3 Years. Here’s How:

If you’ve hit a scaling ceiling with your Facebook ads and are sick of wasting time and money trying to break through it…the SPEC Protocol is the strategic sledgehammer you need.

In 2018, a DTC apparel ecomm store came to me for help with their Facebook ads. Their annual sales were around $4M.

But the thing is, they were stuck. No matter what they tried with their campaigns, nothing ever broke them past that barrier.

So I deployed my 4-step SPEC Protocol, and this happened:

With sustained implementation of my strategy over the next 3 years, they easily added $8M to their annual sales. Let me explain how this happened…

Over the past 5+ years, dozens of business owners have used my SPEC Protocol to run profitable Facebook ad campaigns, and break through scaling ceilings.

The best part about the above result is that it wasn’t a fluke – the SPEC Protocol has delivered consistently for a wide variety of clients, all with their own unique goals:

Higher Education Company - 5,301 calls booked @ $71 per call:

Info Product (Coaching) – 2,071 purchases:

Info Product (Real Estate Investing) – 1,060 calls booked @ $100 per call:

With the SPEC Protocol, I’ve gotten my clients:

✔️ 5,301 calls over 12 months for a $15,000 program

✔️ 2,071 purchases in 7 months of a $37 product (plus upsells)

✔️ 1,060 appointments scheduled over 8 months for a $4,800 product (with a $25k secondary offer)

Not because of using copy-paste ad templates... and not because of working with ad “gurus” that have fluked a win…

But ALL because of a simple, streamlined, 4-step FB ads Protocol that prioritizes research and data-driven decisions to:

✔️ Tap into FB audiences you’ve never even thought to target

✔️ Position your offer in a way that stands out from your competition

✔️ Speak to your market in ways that makes them listen (and purchase)

✔️ Create effective ad campaigns that can be refined and scaled long-term

This SAME model has helped take businesses from $4M to $7M.

From $7M to $10M... and from $10M to $12M+.

But it ONLY works for businesses that are already deep into Facebook ads and are looking to take their performance from okay to fantastic. (i.e. you’re already investing a significant amount into FB ads (or have previously), but have hit a scaling ceiling.)

If you’re NOT currently in the FB ads game and are looking to start from scratch, then you can leave this page.

Now, if you have an active ad account and you’re seeing decent results but want to unlock explosive growth, OR you’ve tried FB ads in the past and struggled to scale… then pay close attention to every word on this page.

The SPEC Protocol solves 3 big problems for business owners trying to scale

❓ “I’ve hit an unbreakable ceiling with my ads”

Do your FB ads consistently fail to get past a specific ROAS? Do they perform okay, but not well enough to justify increasing your ad spend?

The Solution: An FB ads strategy that prioritizes thorough research and planning. These are the first two steps of the SPEC Protocol for a reason – market surveillance and meticulous campaign planning can make or break your ability to scale.

❓ “Ads and marketing are draining my limited time – I need to run my business”

Does figuring out how to break through scaling blocks take up too much time and mental energy? Do you find that you’re dedicating more time to FB ad problem solving than the day-to-day running of your business?

The Solution: A Protocol that simplifies and streamlines scaling. The SPEC Protocol is built off of the core idea that managing your marketing should be boring. No drama, just predictable profit.

❓ “Facebook is such a volatile platform and I can’t keep up”

Do you cross your fingers every time you launch a new ad campaign, worried that you’ll get your ads account thrown in FB jail? Does the ever-changing algorithm mean your business is getting left in the dust by your competitors?

The Solution: An ads Protocol designed to evolve. The SPEC Protocol was developed to work with Facebook, and take any algorithmic changes in its stride.

After doing this for 5+ years, here's what I've found works best: The SPEC Protocol

Here’s how the SPEC Protocol works – for any business, in any niche:

Step One: Thoroughly Research Your Market, Your Competition, And Your Business (aka Surveillance)

It is absolutely key that you begin with thorough research. Every action you take through the rest of the Protocol will be informed by what you learn at this stage.

The biggest problem I see with other agencies is that they’re lazy with this step. They either barely scratch the surface, or they simply don’t bother.

This is why I like to take a 3-pronged approach to research:

#1 - Audience/Target Market Research

Pinpoint where your target customers are in their stages of awareness and buyer’s journey. I find that the best way to organize this information is by creating an empathy map.

Here’s an example of one I’ve previously made for a client:

It’s well worth taking the time to organize your findings like this – it makes the task of translating your research into usable ad elements that much smoother.

#2 - Competitive Research

Analyze the marketing strategies of your competitors. Take a look at their top ads and landing pages. Keep a record of the key messages they use – like this:

This gives you a clear idea of what is already working in your niche, but also reveals gaps in the market that you can potentially leverage.

#3 - Data Mining

Finally, take a look at your own data. What ads have been successful for you before? Are there any common threads in the messaging or targeting of those successful ads?

For example, here’s some data from a client back in 2022:

The CVR from September to December shot up compared to the 3 months prior – it would be well worth revisiting those ads and seeing what elements could be used in new campaigns.

Step Two: Strategically Outline Your Campaign (aka Planning)

Your next step is to create a detailed plan for your ad campaign. You need to cover three key areas:

#1 - Creative Concepts: Use insights from your audience research to define the core narrative of your ads, and decide on practical elements that will execute it.

I like to do a simple one page write-up outlining the approach I’m looking to take. I do one for each viable stage of awareness (e.g. if you’ve found that “solution aware” and “niche aware” are your meatiest audiences to target, write a creative concept for each.)

Here’s what I include in this creative plan – feel free to use this as a template for your own ad planning:

#2 - KPIs: If you’re trying to break through scaling barriers, having vague performance goals will not get you anywhere.

You need to establish tangible benchmarks for what successful performance means to you. For example, here are some KPIs I recently set with a client:

#3 - Budget: Establish some (rough) guidelines for how much you’re willing to spend on your initial campaigns. To give you an idea of how you should plan this, here’s the budget breakdown for the same client as above:

You need to set spending limits and contingencies. Be sure to monitor your spend closely to ensure you stay within budget, while maximizing ROI.

Step Three: Launch And Test Your Ads (aka Execution)

Now it’s time to launch the ad campaigns, and test.

Before you launch, it’s important that you map out the exact path that your audience will take to eventually purchase. That journey isn’t always linear, and your plan needs to take that into account.

It doesn’t have to be anything complicated – don’t try to reinvent the wheel here. This is my go-to game plan that I borrowed from one my of my earliest mentors, and that I’ve used for a variety of different clients:

When it comes to testing, here’s what I do:

Get at least 1 proven ad: i.e. Any ads that met the KPIs you set in Step Two. These will serve as a jumping off point for optimization and testing.

Use those ads to find new audiences: Utilize Facebook’s Lookalike Audiences, interest targeting, and custom audience features to discover these opportunities. Track performance to pinpoint the most promising segments.

Test new ads with those fresh audiences: Tailor new ad variations to those audiences. Experiment with different creatives, messages, and formats.
For instance, if you found a new segment of environmentally conscious consumers, test ads highlighting your product’s eco-friendly features.
Rinse and repeat: Continuously refine your approach based on the data you collect. Analyze the performance of new ads and audiences, and iterate accordingly. Adjust targeting, creatives, and budgets to optimize results. Use A/B testing to compare different variables and determine what works best.

At this point, I like to allocate about 80% of the budget to testing. There are plenty of lessons you can learn through testing, and some of them pay dividends down the road.

Step Four: Optimize And Scale Your Successful Campaigns (aka Consolidation)

The final step is to:

Evaluate Your Data: Gather all your PROVEN ads and audiences, and use data analytics tools to compile performance metrics (e.g. CTR, conversion rates, and ROAS).
Identify the top-performing combinations of creatives and audience segments, and put them together into big campaigns.
Iterate: Put those campaigns through the testing methods of Step Three. Experiment with slight variations in messaging, creatives, and targeting to discover even bigger, better winners.
E.g. test different calls-to-action or ad placements to optimize results.
Scale: Allocate more budget to your proven winners. Gradually increase ad spend while monitoring performance closely against your established KPIs.
Manage budget adjustments to ensure your scaling efforts are efficient, and focus on maintaining a high ROAS as you scale.

I go through these optimization steps daily – here is the EXACT workflow I use:

In essence, we want to use hard numbers to find our winners, and back them wholeheartedly. THIS is how you bust out of scaling ruts – by putting your money into the best of the best, and continuing to refine and perfect your ads.

Here’s a few reasons why the SPEC Protocol is so effective:

Pre-launch research is essentially free testing. Deep-diving into your market BEFORE launch means that your ads are as close to a “winner” as you can expect upfront. This makes your paid testing much more focused and strategic, meaning you waste less money in the long run.

Tangible parameters and thorough planning means you’re smarter with your ad spend. Articulating your expected outcomes eliminates wasted time “umm”-ing and “ah”-ing over ad performance. You know exactly when to cut your losses, and when to make bigger investments.
It forces you to act on data – not emotion. Every single step of the Protocol flows from that initial research. You build your ads around what your market is most likely to respond to, not your own personal preferences.

And when you hit those three targets with the SPEC Protocol, this is what can happen:

5.16 ROAS ($98,582 Profit)

6.96 ROAS ($54,210 Profit)

Note: These are just a FRACTION of the results that I have achieved for my clients over MULTIPLE years. The SPEC Protocol has withstood countless changes to Facebook’s algorithm throughout that time.

The best part about this strategy is the simplicity.

Running profitable (and scalable) Facebook ads doesn’t have to be complicated. Every step of the SPEC Protocol is geared towards making logical, data-driven decisions.

By prioritizing research and planning, you can lay out exactly what to do (and when) to make any ad campaign exactly what you need it to be.

Just like I did for my eComm apparel client:

Simple strategy, predictable and sustainable results.

DISCLAIMER: I have to tell you...results like this are not typical in such a short timespan. Most people using the SPEC Protocol see their ROAS increase incrementally, then scale up from there.

If you’d like to see how the SPEC Protocol can help you scale your Facebook ads (and your business), you have two options:

Option 1

You can take the steps that I’ve laid out for you today, and try to put them into practice on your own. There’s no secret tricks or hidden tactics. The SPEC Protocol is simply a logical, data and research-driven approach to Facebook ads.

I would safely bet that even just an attempt at DIY-ing the SPEC Protocol would be a major step up from your current approach.

But deploying this Protocol will still be a big investment of time and effort that would be much better spent on the day-to-day running of your business.

Option 2

You can let me implement the SPEC Protocol completely for you.

Save the time, money, and guesswork of figuring out how to wrangle your FB ads, and get your ROAS ticking upwards again.

When you choose to work with me, I will:

Thoroughly research your target audience and your competition, and analyze your current data
Build ad concepts and creative that speaks directly to your target market (in a way that they will ACTUALLY be responsive to)
Take over the management of your Facebook ads account
Test and iterate until I find the best combination of ads to push
Scale your ads beyond anything you thought possible (with the ROAS to match)

Ready to get started? Click the button below and

schedule your FREE consultation call!

Full disclosure… I’m selective about who I work with, because I want to ensure we’re the right fit. But if you're serious about scaling your business, I’d love to hear from you.

Here’s how it works:

#1 - Click the button below to be redirected to a brief application (less than 1 minute to fill out).

#2 - Complete the application and tell us a bit about your business - things like:

Your current monthly ad spend
Whether you have an existing sales funnel
The services you’re interested in (Full-Service Ads Management, Coaching, or Consulting)

#3 - Schedule your 1:1 call with me.

On the call, we’ll work together to formulate a tailored plan to implement my SPEC Protocol. I’ll show you how we can create some of these incredible results you have just read about for your business.

Then, we’ll see if working together is the right move for both of us.

Let’s do this! Go ahead and click the button below to start the process!