3B
The 30-Day Pipeline

Module 3B

Read Your Own Ads
5 lessons · 49 minutes

What we cover

  1. 1The Four Numbers, and Everything Else Is Noise9 min
  2. 2How I Read an Account in Four Minutes11 min
  3. 3The Four Ways This Goes Wrong11 min
  4. 4Kill, Wait, Scale10 min
  5. 5The Monday Fifteen8 min
1
Module 3B · Lesson 1

The Four Numbers, and Everything Else Is Noise

9 min
ON SCREEN: Face for the first 90 seconds, then screen share of Meta Ads Manager at ad level with the Columns dropdown open. Face again for the last 20 seconds.
Module 3B · Lesson 1 · by the end of this lesson
You have a saved column preset called The Four Numbers in your own Ads Manager, and row one of your numbers log filled in with today's real figures.
Module 3B · Lesson 1 · the shape of this lesson
01
One specific rule about click-through rate, because it is the number everyone gets emotionally attached to
02
Number three, completion rate
03
Number two, three second hold rate
04
Best traffic of the year
05
Last May I spent one thousand two hundred and eighty three euro of my own money on a funnel
Module 3B · Lesson 1
01

One specific rule about click-through rate, because it is the number everyone gets emotionally attached to

Module 3B · Lesson 1
02

Number three, completion rate

Module 3B · Lesson 1
03

Number two, three second hold rate

Module 3B · Lesson 1
04

Best traffic of the year

Module 3B · Lesson 1
05

Last May I spent one thousand two hundred and eighty three euro of my own money on a funnel

Module 3B · Lesson 1 · the worksheet for this lesson
W3B.1YOUR FOUR NUMBERS
OBJECTIVE
By the end of this sheet your Ads Manager shows six columns and nothing else, and you know the one number your account is being judged on.
STEP 1, Build the preset
I opened Ads Manager on the Ads tab
I hit Columns, then Customise Columns, then Clear all
I added: Amount spent, Results, Cost per result, hook rate, video plays at 100%, Frequency
I saved it as a preset named exactly: The Four Numbers
I set the date range to Maximum
STEP 2, Name your result
What exactly did you tell Meta to optimise for? Write the event name as it appears in your campaign, not a description of it.
Is that event firing in your CRM as well as in Ads Manager? Yes / No / I have not checked
(If you wrote "I have not checked", go and check now. Lesson three is going to ask you again and the answer matters more than anything else in this module.)
STEP 3, Set your target
What is one customer worth to you, in euro, in the first year?
€
What percentage of leads do you close? If you genuinely do not know, write 20% and mark it GUESS.
% ( ) verified ( ) guess
So one lead is worth: customer value x close rate = €
Your target cost per result is one third of that number. Write it here and write it in the header cell of your numbers log:
Continues. Full worksheet in the resources below this video
Module 3B · Lesson 1 · you leave this lesson with

A saved custom column preset named The Four Numbers inside the member's own Ads Manager, plus row 1 of the TGB Weekly Numbers Log filled in with their live figures.

Worksheet 3B.1 is in the resources below this video
2
Module 3B · Lesson 2

How I Read an Account in Four Minutes

11 min
ON SCREEN: Screen share throughout, on the anonymised TGB demo account, Stephen's cursor moving as he narrates. Face bubble bottom right. Last 30 seconds face only.
Module 3B · Lesson 2 · by the end of this lesson
You can open your own account and read it top down in the right order, and you have written your first three line account read.
Module 3B · Lesson 2 · the shape of this lesson
01
This is the exact shape of my May disaster
02
Is everything actually running
03
Next video, we take whatever your read told you and put a name on it
Module 3B · Lesson 2
01

This is the exact shape of my May disaster

Module 3B · Lesson 2
02

Is everything actually running

Module 3B · Lesson 2
03

Next video, we take whatever your read told you and put a name on it

Module 3B · Lesson 2 · the worksheet for this lesson
W3B.2YOUR ACCOUNT READ
OBJECTIVE
You read your own account in the correct order and produce three written lines that say what is happening, where it is happening, and what you are leaving alone.
Do this with Ads Manager open. Not from memory. Not from the notification email.
STEP 1, Zoom out (campaign level, Last 7 days)
Total spend last 7 days: €
Total results last 7 days:
Cost per result: €
Your target from 3B.1: €
Circle one: ABOVE TARGET (losing) · BELOW TARGET (winning) · WITHIN 10% (flat)
STEP 2, Delivery check
Is every campaign, ad set and ad actually delivering? Yes / No
If No, write exactly what the Delivery column says and on which entity:
Nothing is rejected
Nothing says Not delivering
Nothing has been sitting in Learning limited for more than 5 days
STEP 3, Where did the money go (ad set level, sorted by spend)
Highest spending ad set name:
It took € of € total, which is % of budget.
It returned results at € each.
Continues. Full worksheet in the resources below this video
Module 3B · Lesson 2 · you leave this lesson with

A saved Ads Manager view (Ad level, Four Numbers preset, Last 7 days, sorted by spend descending) plus the member's first written three line Account Read logged in their numbers sheet.

Worksheet 3B.2 is in the resources below this video
3
Module 3B · Lesson 3

The Four Ways This Goes Wrong

11 min
ON SCREEN: Face for the pattern definitions. Screen share for each diagnostic check: Ads Manager for pattern A and B, the GHL contact timeline for pattern C, the frequency and week on week view for pattern D. Face for the close.
Module 3B · Lesson 3 · by the end of this lesson
You have named which of the four failure patterns your account has, and you have shipped exactly one fix for it.
Module 3B · Lesson 3
01

This is a first three seconds problem and nothing else

Module 3B · Lesson 3
02

The fix is not a new script

Module 3B · Lesson 3
03

There are four ways a paid account goes wrong

Module 3B · Lesson 3
04

If it is more than five minutes, stop the investigation

Module 3B · Lesson 3 · the worksheet for this lesson
W3B.3NAME THE PATTERN, SHIP ONE FIX
OBJECTIVE
You run all four diagnostic checks on your own account, name the pattern, and ship exactly one fix today.
Run all four checks even if you are already sure. Being sure is how people spend three weeks fixing the wrong thing.
CHECK A, Cheap clicks, no leads
Cost per click last 7 days: €
Cost per result last 7 days: € (target €)
Landing page views: Results: Conversion: %
Contacts created in your CRM last 7 days:
Results reported by Ads Manager last 7 days:
Do those two numbers match within 20%? Yes / No
Pattern A present? Yes / No
If yes, which layer failed: ( ) tracking ( ) page ( ) offer
CHECK B, No clicks at all
Lowest hook rate among ads over 8,000 impressions: %
Highest hook rate in the account: %
Any ad under 20% with 8,000+ impressions? Yes / No
Pattern B present? Yes / No
If yes, name the ad and write the timestamp in your existing footage where the real opening line is:
Ad: Better opening line sits at: seconds
CHECK C, Leads that never answer
Continues. Full worksheet in the resources below this video
Module 3B · Lesson 3 · you leave this lesson with

One fix shipped in the live account, funnel or CRM, chosen from a diagnosis. Or, if the account is clean, a written and dated no fix decision with the number that justifies it.

Worksheet 3B.3 is in the resources below this video
4
Module 3B · Lesson 4

Kill, Wait, Scale

10 min
ON SCREEN: Face for the 72 hour rule and the thresholds. Screen share of Meta Ads Manager Automated Rules for the build. Face for the close.
Module 3B · Lesson 4 · by the end of this lesson
You have a threshold card written in your own euro figures and one notification rule live inside Meta so the account tells you when a line is crossed.
Module 3B · Lesson 4
01

My winning length band is thirty six to forty seven seconds

Module 3B · Lesson 4
02

At thirty to fifty euro a day, the noise in the data is bigger than the signal for the first three days

Module 3B · Lesson 4
03

Cost per result above twice your target, after the ad has spent three times your target, while at least one other ad in the same ad set is under target

Module 3B · Lesson 4
04

I know it is tempting to let Meta pause things for you

Module 3B · Lesson 4 · the worksheet for this lesson
W3B.4YOUR THRESHOLD CARD
OBJECTIVE
You convert my thresholds into your euro figures, and you set one alarm so the account tells you instead of you checking it.
Write these while you are calm. You will use them while you are not.
STEP 1, Your inputs
Daily budget: € per day
Target cost per result (from 3B.1): €
Minimum spend before an ad is readable (target x 3): €
STEP 2, Your hard kills
Fill in the euro figures. If your budget is above €50 a day, scale each number by the same multiple.
HARD KILL 1: A single ad has spent € with zero results. KILL.
(Use €60 at a €30 to €50 daily budget.)
At my budget this happens after about days.
HARD KILL 2: The whole campaign has spent € with zero results. STOP AND DIAGNOSE.
(Use €120 at a €30 to €50 daily budget.)
HARD KILL 3: Hook rate below % after impressions. KILL THE CREATIVE.
(Use 20% and 8,000 unless you have four weeks of your own data saying otherwise.)
STEP 3, Your soft kill
Pause, do not delete, when an ad is above € cost per result (2 x target)
after spending € (3 x target)
AND at least one sibling ad in the same ad set is under € (target).
Continues. Full worksheet in the resources below this video
Module 3B · Lesson 4 · you leave this lesson with

A completed personal threshold card (pinned in the member's own account notes and posted in Skool) plus one live Meta automated rule set to notification only, named TGB Zero Result Alarm.

Worksheet 3B.4 is in the resources below this video
5
Module 3B · Lesson 5

The Monday Fifteen

8 min
ON SCREEN: Screen share of the calendar being created with the checklist pasted in, then a fast real time run of the six steps on the demo account with a visible timer on screen. Face for the last 60 seconds.
Module 3B · Lesson 5 · by the end of this lesson
You have a recurring Monday review in your calendar with the checklist inside it, and you have completed review number one for real.
Module 3B · Lesson 5 · the shape of this lesson
01
You have a column preset that shows you six things instead of forty
02
Step six, four minutes
03
Next up is Module 4, Sell the Calls
04
The plain text version is in the resource section below, sized to fit a calendar body
The order matters
Module 3B · Lesson 5
01

You have a column preset that shows you six things instead of forty

Module 3B · Lesson 5
02

Step six, four minutes

Module 3B · Lesson 5
03

Next up is Module 4, Sell the Calls

Module 3B · Lesson 5
04

The plain text version is in the resource section below, sized to fit a calendar body

Module 3B · Lesson 5 · the worksheet for this lesson
W3B.5REVIEW NUMBER ONE
OBJECTIVE
You build the recurring appointment and you complete one real review, on the clock, today.
STEP 1, Build the appointment
Calendar event created for Monday morning, before email
Duration: 15 minutes
Repeats weekly, no end date
Titled: Ad Account Review, 15 minutes
Six step checklist pasted into the event body
Day and time I chose:
STEP 2, Run it now. Start a timer.
Time started:
(1) THIS WEEK, last 7 days
Spend € Results Cost per result €
(2) LAST WEEK, previous 7 days
Spend € Results Cost per result €
Direction: ( ) improving ( ) worsening ( ) flat
(3) ADS ABOVE THRESHOLD (spend over 3x target)
Ad cost/result € hook % completion %
Ad cost/result € hook % completion %
Any ad crossing a line on your threshold card? Name it:
Continues. Full worksheet in the resources below this video
Module 3B · Lesson 5 · you leave this lesson with

A recurring Monday calendar event containing the six step checklist, plus review number one completed and logged in the Weekly Numbers Log.

Worksheet 3B.5 is in the resources below this video
End of Module 3B

Post your proof
in the community

Nothing unlocks until it is up.
All modules
← → to move · N for notes · F for full screen