5 things to look out for to find an actually good Facebook™ ads manager in 2024.

One of the greatest things about the internet is how EASY it is to learn, well, basically anything you could ever want to learn. The access to hoards of free information levels the playing field when it comes to entrepreneurship and business, especially considering if you didn't come from a background in it.

But, as we all know, the ease of access to information on the internet leads to an absolute tsunami of information constantly bombarding us with the "best" and the "fastest" and the "get results TOMORROW!"

Learning to sift through the information and ignore most of it benefits not just your peace of mind (sanity?) but also the health of your business.

More than ever, it's essential that you train your "radar" to know who is trustworthy and what information you're coming across is actually grounded, factual, and based on repeatable processes.

As any serious business owner knows, online advertising has quickly become one of the most profitable ways to scale your business. Automated leads and sales, right?

Unfortunately, many business owners (and maybe even you) have been burned before my ads managers who over-promised and under-delivered.

I'll keep this short and sweet...

How To Choose An Actually Good Ads Manager

1. Running ads WITHOUT paying attention to the whole funnel (the bigger picture)

Here's the thing: you can't just run a Facebook™ ad campaign and expect it to have a 25x return without having an entire funnel in place that brings potential customers from "clicked on my ad" to raving fan.

Of course it depends on what exactly you're selling, but an actually good ads manager will (if needed) rework your entire sales funnel. Website copy, a clear call to action, visually pleasing aesthetically, the list goes on. The funnel matters JUST as much (if not more) than the ads.

2. Promising results by, like, next Tuesday

Okay, let's be honest here. We all see this one ALL the time. If you're anything like me, it makes it really tricky to know who to trust when it feels like everyone is trying to convince they have the "best way" and the "only way."

Here's the honest truth about online advertising — it takes TIME and MONEY invested in order to see a return. Yep, it's still one of the most essential and highest ROI activities you could ever do for your business, but nothing good comes without an investment.

You don't need the "fastest" or the "newest" or the "shiniest." You need proven, tested, repeatable outcomes and an ads manager who is transparent and fully invested to your business growth.

3. They run ads for you from their account

If an ads agency is running ads for your business from their own account, not only is this against Facebook policy and could get both parties' accounts restricted, but the BREAD AND BUTTER of Facebook ads are the data they collect — think of it like you're trading dollars for data. You want to OWN that data — you've paid for it. This allows you to keep that information in your assets for the duration of your business. Don't let an ads manager take that from you!

4. They set it up and disappear

Facebook ads will very likely not be profitable at first. Just by nature of how they work, they REQUIRE optimization over time. It typically takes about 60-90 days of focused optimization to test all the variables and tweak it to perfection. The initial campaign setup is only about 3% of it.

5. No cookie-cutter strategies, please

There are most CERTAINLY funnel and ads strategies that can be used as generalizations across many types of businesses, but cookie-cutter strategies just don't cut it. Our team has seen it happen time and time again that the same exact ads and copy and audience targeting that worked for one business won't work the same for another, even though the businesses are selling the same thing. It comes down to the individual personality of your business. This is, again, why campaign optimization is essential to run a successful ad campaign.

Conclusion

From the perspective of an ads manager who has done hundreds of ad account and funnel audits, I see this mistakes being made far too often. Running ads successfully on Facebook requires you to see the bigger picture of your whole sales funnel and make sure all the pieces are in place BEFORE spending on ads.

So, as you look for an ads manager to collaborate with, keep these things top of mind and have your radar on!