Togar Beckol

Teaching a skill that turns Wi-Fi into €6K/month — from anywhere. Free Course↴

[Togar Beckol @TogarBeckol]

'Scaling = more budget.'

If your funnel leaks, scaling doubles the leak.
CPM rises. Fatigue comes sooner.

Scale with new creatives and new ICPs.

[Togar Beckol @TogarBeckol]

Ads aren't risky.
Not knowing your numbers is.

7 years in: there's no winning ad formula. Only testing, learning and a system.

Ads don't fail. People stop too early.

[Togar Beckol @TogarBeckol]

Your thank-you page shouldn't say 'check your email for the Zoom link'.

Put short videos on it: who you help, what you do, why it works.

And personal Loom videos beat automations. People can tell.

[Togar Beckol @TogarBeckol]

Ads not converting?

Before cutting price, check:
- website
- offer
- positioning
- branding

In a price war, only the customer wins.

[Togar Beckol @TogarBeckol]

MOFU: site visitors, engagers, email list, carts, lead forms. Use different creatives.

BOFU: past buyers, checkouts. We add Advantage+: it hits BOFU first, then new people.

[Togar Beckol @TogarBeckol]

Close in DMs? Run DM ads.
Close on calls? Run call funnel ads.
Webinars convert? Run ads to the webinar.

Paid ads amplify what already works. Don't invent a new funnel.

[Togar Beckol @TogarBeckol]

'Branding only matters when you're big.'

Your ad is your branding.
Good branding = better CTR, lower CPM, higher conversion.

No 2,000 reviews? Get 20.

[Togar Beckol @TogarBeckol]

Our TOFU setup:

1 campaign
4 ad sets:
- Interest A
- Interest B
- Broad
- Lookalike

Some accounts win on broad, some on interests. Test both.

[Togar Beckol @TogarBeckol]

Click → add to cart → checkout → silence.

That's where Shopify stores lose money.

Retarget by drop-off:
Viewed, no cart: best UGC
Cart, no buy: social proof
Bought: upsell

[Togar Beckol @TogarBeckol]

Good advice: fix your website before running ads.

No USPs, no shipping or return policy, no reviews = clicks, no sales, and false data about your product.

[Togar Beckol @TogarBeckol]

Great ad + slow, confusing page = paying for clicks, not sales.

Fast. Mobile-friendly. Reviews above the fold. Sticky add-to-cart.

[Togar Beckol @TogarBeckol]

Stop judging ads by one ad's ROAS.

MER = total revenue ÷ total ad spend
POAS = profit on ad spend

You can't take ROAS to the bank.

[Togar Beckol @TogarBeckol]

'Run engagement first to warm up the pixel.'

No. You train the pixel on the wrong people.

Want sales? Optimize for sales. Want leads? Optimize for leads. From day one.

[Togar Beckol @TogarBeckol]

Before chasing strangers, start with your warm audience.

Cheaper to reach. 10× easier to convert.

Test messaging, offers and tracking there first. Ads are an amplifier, not a reset.

[Togar Beckol @TogarBeckol]

Running a cold (TOFU) campaign on Meta?

Exclude:
- your email list
- website visitors
- past purchasers

Otherwise Meta's AI can still show it to people who already know you.

[Togar Beckol @TogarBeckol]

Kill rule before testing:

If spend hits X and metrics are below Y → kill it.

No rules = 'one more day' forever, or killing winners in a bad mood.

[Togar Beckol @TogarBeckol]

Great product.
Great website.
Weak offer.
= wasted ad spend.

Fix: a sale, buy more save more, or buy one get one free.

[Togar Beckol @TogarBeckol]

Don't start on every platform.

E-commerce owners: Instagram
Doctors, dentists: maybe LinkedIn

Go where your buyers scroll. Double down there.

[Togar Beckol @TogarBeckol]

'Just make one good ad.'

No. Meta and Google's AI want more creatives.

10 creatives isn't a test. Think 200.
One winner fatigues fast. Several winners scale.

[Togar Beckol @TogarBeckol]

Cold ads → new customers
Warm ads → profit
Post-purchase → repeat buyers

And ask every buyer for a review or UGC. It could be your next winning ad.