Alex Pujji

Owner, Right Left Agency
Board Member, Pinspiration Franchise Group

[Rich Muskett @Rich_Muskett]

How we used our A.B.C framework to Take A Home & Garden Brand from $1261 in sales a month to $128,733.

Starting with ONLY $50 a day adspend…

But…But...But...

If you don’t have 2-3x your AOV in adspend you are ngmi, right…?

Forget the Gurus. Here is how you too can flip the script on that media-buying myth:

7 steps to small budget success. The story of an underdog!

1️⃣ Humble Beginnings:

June 2023:

A mere $1,261 in revenue from $1,500 ad spend.

That is NOT GREAT, right? Someone is getting fired for sure, usually the agency.

But the client held their nerve, and we were about to repay them big time.

2️⃣ Strarting from Zero

The Client had almost no presence in the US despite success offshore and no prior DCT experience.

Brand new ad accounts

Little to no assets.

Photoshopped media on the site.

So you may be wondering, why the hell did you even take them on???

Because we could see the potential.

They had a great product. Proven market fit.

And they wanted a team that could take full control.

They were not interested in learning ads until they hit a certain revenue.

They wanted to hit the ground running.

And we were up for it.

Putting our best foot forward: I got my man @gold_tesla on this account from day one.

Regardless of clients' size and spending, our accounts get our A players.

3️⃣ The Strategy Unfolding:

A is for Audit: We kicked off with a Pro5 Audit, pinpointing a strong product-market fit but a need for an offer, funnel, and messaging overhaul.

B is for Brand Buddy: Dived deep into pillars such as review mining and competitor analysis.

Then supercharged with AI from our resident Cyborg Marketer to extract as much valuable data as possible.

What is the Brand Buddy?

The Brand Buddy is our templated system built over the last 3 years.

Created to streamline our research gathering and put building our ideal customer profile on steroids.

C is for Creative Strategy: Brand Buddy findings then flow into our 7-step creative concept system.

This allows us to churn out creative concepts ready for testing that actually have research behind them.

Ads with a purpose. Laser targeted.

4️⃣ Execution with Precision:

Ad Account Setup: With small account and ad budgets it really is about streamlining the ad account for efficiency.

With only $50 a day to start with, we needed to get as much bang for our buck as possible.

Creative Testing: Launched with a "one campaign" CBO setup.

We initially focused on statics for testing more volume at lower costs, easing our budget constraints.

Data: Plus with this one CBO campaign, we consolidated data but allowed learning. While letting the algo have most of the control.

Product research: We did have a small caveat to our "one campaign" setup.

We actually had 2 campaigns...😂

We also had one small spending DABA campaign launched for product research.

Why?

Meta will tell us what it sees potential with by spending on what it has the most confidence in. Then we use that to take into our next moves.

A great tool when you have little data but a lot of SKUs.

5️⃣ Learn and adjust

And after all that we were getting trashed in the comments!!!

Comments on ads that were spending with poor results told us that trust was a huge issue.

People did not believe we were a trustworthy brand!

We were getting trolled in the comments, and it was hurting! BAD!

We needed to address this issue, and quickly.

One point our Audit process had already highlighted was the lack of trust and social proof on the site.

It also had some other red flags around language, messaging, and “stock” looking imagery.

So we had two immediate areas to lever improvements and win trust!

1. Site updates: Focusing on social proof and trust signals. We made some big changes to the site.

Layered in social proof, trust icons, and improved messaging.

We also narrowed in and focused on the collection of products our DABA campaign had started showing promise with.

2. Ad ideation: Focusing on social proofing ads, using organic and real content, and sourcing AUGC (ACTUAL user-generated content!😂).

We wanted to counter objections before they were even objections!

Diving back into our Brand Buddy we started pulling reviews that answered some of the objections we were commonly seeing.

We used these both directly in ads and as fresh new ad angles.

We also started to build up content from real customers, that looked, spoke, and actually WERE our target audience.

This UGC added some much-needed social proof to the account.

AND it also balanced the account in terms of formats, where the account had been static-heavy to start. giving us a more full-funnel approach.

And then all of a sudden…

Positive comments!

The trolls had disappeared.

Just like that, all of a sudden we were a trusted brand.

6️⃣Creative Divergence to Convergence: Learning from both failed and winning tests as we launched the new creatives.

We quickly narrowed in on what was working.

This is VITAL when starting with small budgets!

With a larger budget, you may feel you can keep rolling out the tests. Keep trying new angles and concepts.

But the first goal here was survival, then traction, to then let us unlock some scale.

7️⃣ Scaling!!!

Creative Volume: As we found more winning ads/angles we unlocked more scale.

More winners = more spendy

Creative diversity: Introducing a full-funnel approach to ads.

Awareness levels becoming even more important in ad creation as we have been spending more.

Introducing bundles: Bundling an already high AOV product led to, an even higher AOV! This was surprisingly successful and has taken the AOV to $500+ right now.

Multi-Channel: Implementing demand capture and retention channels.

Google ads and Email marketing were introduced into the mix.

Learnings

Trust the team!

Expertise is key: Myself and @gold_tesla were hands on this account from day one.

Despite the client's small budgets and initial retainer, we had our A team working on this from scratch

Let it Rip: Having clear targets to let the team push hard when the opportunity is there!

Plus having client and agency aligned and happy that everyone knows what winning looks like.

The Result:

June 23: $1,261 in revenue from $1,500 ad spend

August 23: Breakeven, month 3 getting traction

November 23: Growing steadily.

January 24: Skyrocketed to $128,733 with $21.5k in ads.

February 24: On track for a $250k+ month with $40k in ad spend.

A strategic pivot to focus on trust-building and finding our "hero" collection of products led to tangible success, setting the stage for scalable growth.

With the right strategy, even modest budgets can yield extraordinary results.

It's not about how much you spend but how you spend it. And patience is KEY!

The work was done in the foundation we laid at the start of this process.

Our A.B.C process sounds simple, and it is. But so many operators skip the “boring” steps and jump straight into launching ads.

And we could have easily chucked some ads out there and stuck a junior media buyer on this account.

But that's not our jam.

Client: This client has been amazing. Receptive to any and all suggestions, and now becoming a real asset as we grow their business.

You have to love these types of clients!

This journey from underdog to overachiever showcases the power of strategic ad spending, brand research, and creative testing

Not to mention the importance of building trust with your audience.

Trust is key.

Trust in the brand. Trust in your processes. Trust in Yourself.

And as for the Gurus and their media-buying myths. Trust no one.. 😂

[Rich Muskett @Rich_Muskett]

How it's going...

How we took a $ 50-a-day ad spend making less than $2k in revenue a month to over $100k.

Will give a run-down of how we approached this next week.

P.S - Looking to double up this client to mid $200k next month 🚀

[Rich Muskett @Rich_Muskett]

Guru: You need 2-3X Your AOV in spend a day to be able to make Meta ads work...

Me:

How it started...

[Jesse Pujji @jspujji]

Special moment: my kids dancing at my brothers wedding!!

Cc @VPujji @AlexPujji

[Jesse Pujji @jspujji]

100 days ago, I co-founded a business. Totally bootstrapped.

Today, it’s doing $50K in MRR growing 50% per month.

Here’s the story...

[Alex Pujji @AlexPujji]

@AirCanada you cancelled my flight. rebooked me on a flight I can’t take. Plz cancel 1st leg, keep 2nd. Help!!! Booking ref # QB6OJC

[Alex Pujji @AlexPujji]

@asana @rumyan I would love to see this feature as well! The subtasks get so messy. I want to hide the completed ones.

[Beyond Fifteen @Beyond15]

Read this article on how women can rock the business world with insights from Theresa Ashby of Dynam Consulting: https://t.co/m00roLDO9T

[Alex Pujji @AlexPujji]

10 Recent Changes Impacting Facebook Advertisers https://t.co/YSQxbyuN7f via @jonloomer

[Alex Pujji @AlexPujji]

Forced creativity is like speed surgery. It gives cutting edge a whole new meaning https://t.co/XCqTEQKeqG

[Alex Pujji @AlexPujji]

Free Livestream: A Proven Plan For Building An Email List of Your Dream Clients and Customers https://t.co/Wo8J7EhA3c

[Draper University @draper_u]

Student entrepreneurs aim high at @ChapmanU. We're proud supporters of @ChapmanLaunch! https://t.co/roJtaIQ5CB

[Alex Pujji @AlexPujji]

Amazing company - vote for Boku! https://t.co/GvamvJnufk

[Boku Superfood @BokuSuperFood]

Attn animal lovers! Please vote for BõKU to be a #BizChampion! The funds will help us launch our #SUPERFOOD #PET! https://t.co/v1ZbqiWTcJ

[Alex Pujji @AlexPujji]

How to Act When Your Click Volume Unexpectedly Goes Down https://t.co/HsZoxYbwrQ via @AndrewLolk, @sejournal

[Alex Pujji @AlexPujji]

44 Powerful Marketing Tools for Facebook Ads, Websites, CRM and More https://t.co/TEHBKVB70V via @jonloomer

[WordStream by LocaliQ @WordStream]

4 Dynamic AdWords Features that Make Your Life Easy 😄😄😄 --> https://t.co/1BUp7Rmo8g via @erinsagin

[Alex Pujji @AlexPujji]

New Data Suggest AdWords Enhanced Campaigns Actually Work https://t.co/V61o31BOs3 via @sengineland

[Alex Pujji @AlexPujji]

Tailor your Adwords bids to customers based on their behavior: https://t.co/LluNn8KWnP via @sengineland

[Alex Pujji @AlexPujji]

Facebook lead ads - can't wait to try these out! http://t.co/JCtmPb8N6y

[Alex Pujji @AlexPujji]

How to Use a $5 Twitter Ad to Redefine Your Facebook Strategy http://t.co/7y3wiWBumJ via @jonloomer