Facebook ads for a hair care brand
A hair care brand had learned Facebook ads from YouTube tutorials and was losing money on them. Three months later the business was doing mid five figures a month at 4–5x return.
Leslie, Hair care. Recorded May 2021.
Leslie sells hair care products across several channels — her own Shopify store, Amazon and Etsy. Multi-channel selling makes the advertising harder than it looks, because the customer journey rarely stays where you sent it.
She had taught herself Facebook ads from YouTube, which is how most founders start. Her account of it is candid: she believed she understood the algorithm and how to run campaigns, and she was spending a lot of money on a mistaken idea of what was actually happening.
Tutorials teach you the interface. They do not teach you which numbers decide whether a campaign lives, and that gap is expensive to close by trial and error while real budget is going out.
Over about three months the business scaled to mid five figures a month, at a return on ad spend of four to five times, profitably.
The part she credits most is knowing her own numbers. Understanding what a customer costs and what one is worth changes how you spend, and it is the difference between guessing at a budget and setting one.
If you have watched enough tutorials to run ads but your spend is not clearly making money, the missing piece is usually measurement rather than mechanics.
In Leslie’s words
“I would watch a lot of tutorials on YouTube to understand the Facebook algorithm, and I thought I had an idea of how to successfully run my own ads. Honestly, in the beginning I was spending a lot of money.”
“We’ve at least four or five x’ed our return on ad spend. As far as profitability, we’re now in the mid five figures on the month.”
“He’s helped me understand a lot more about digital marketing, about knowing my numbers, and that marketing is a lot more than what I thought it was.”
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