The difference between closing at 9% vs 40%

Every week, we share strategies to help you level up your sales, marketing, and lead gen.

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Here’s a short “contrarian” take on what’s working in B2B paid ads right now.

Enjoy 👇

Unpopular opinion: Running ads directly to sales calls is terrible advice for high-ticket services.

I know. Everyone's doing it. The gurus swear by it.

"Just run Facebook ads to a VSL and book calls."

And it works - for some businesses.

But if you're a coach, consultant, or agency selling something for $5K, $10K, or more? That playbook is probably bleeding you dry.

Here's why.

I was recently talking with a coaching business owner who just finished spending $18,000 on ads. He was getting calls booked. The machine was "working."

But his close rate on those ad-sourced calls? 9%.

Meanwhile, his warm leads - people who actually knew him, had consumed his content, understood his methodology - closed at 40%.

Same offer. Same salesperson. Same price point.

The only difference was the relationship.

There's a belief in this industry that ads are the problem. "Ads don't work anymore." "CPMs are too high." "The algorithm is broken."

But ads aren't broken. The strategy is.

When you run ads directly to a high-ticket sales call, you're asking someone to trust you with thousands of dollars based on a 5-minute video and a landing page.

That's not how methodical buyers make decisions.

They need time. They need touchpoints. They need to hear you say smart things over and over again before they're ready to hand you their credit card.

Cody Schneider puts it perfectly: "Clips don't make high-ticket sales. They make impulse purchases."

The solution isn't to stop running ads. It's to change what you're running ads to.

Instead of ad to call, try ad to newsletter.

Build the relationship first. Let them read your thinking every week. Give them time to decide you're the real deal.

Then when you make an offer, you're not selling to a stranger. You're selling to someone who already believes what you believe.

The close rate difference isn't 10% vs 15%. It's 9% vs 40%.

~ Louis