Run paid ads and scale lead flow

Use to pick the single platform to start advertising on, confirm it meets four requirements, and research its best-running ads first.

Use to decide who sees a paid ad by narrowing from platform to look-alike audience to filters, with a lighter rule for local businesses.

Use to build the simple page people reach after clicking an ad, match it to the ad, and set how many steps to ask.

When a free post draws inquiries, run it as a paid ad, give it to sales for objections, and go back to giving.

When some advertising already works, decide whether to do more of it, do it better, or try something new, and in what order.

Use to get more leads from advertising you already run: pick the funnel step to test by arithmetic, then run one test a week.

Use to work out what a lead costs when a team produces it instead of ad spend, and to budget for experiments that may fail.

Use to hand one of your lead-generating jobs to a frontline employee so they can do it without you.

When you need a skill, decide whether to train someone or hire someone who has it, and test them in the interview.

When starting a new ad method or platform and you have money, hire an agency to teach your team on a deadline, then step down.

Compare candidate agencies before you sign, using ten yes-or-no questions and a shopping routine that makes you a better-informed buyer.

Set what you pay affiliates as a share of what a customer is worth paying for, then confirm the affiliate channel earns enough.

Write the terms of an affiliate agreement: the offer that attracts candidates, the entry and performance requirements, and how many affiliates to test with.

When an affiliate has agreed your terms, run a phased launch into their audience to get a big early win before long-term integration.

Choose the long-run arrangement with each affiliate from three models, and find businesses whose warm audience matches your customers.

When a partner wants to use your working lead magnet under their own name, confirm two agreements, strip your branding, and hand it over.

Make advertising a daily habit: commit to a hundred actions a day or an outcome goal, structure your day, and follow the five-step plan.

Place your business on a seven-level ladder of advertising capability and see what the next level asks you to spend effort on.

When a 50-to-99-person business gets customers one way: fund a second channel with referrals and segmented follow-up, pick the platform by risk, and staff it.

When leads can't be credited to channels at 250 to 500 people: shift to brand-first advertising, read return blended, and cost a permanent customer.

Use when ads reach the wrong people or you judge campaigns by cost per lead, to fix targeting and bid for return.

Use to run split tests weekly: pick the weakest step, test three concepts then three variations, and promote winners to control in stages.

When ads are live and you must decide which to switch off and which to fund: test apart from scaling, judge each ad against a target cost, and back the winners.