Mojca Mars: “Strategic Growth – How to strategically grow your business with Facebook Ads” – FemtoConf 2017

The FemtoConf 2017 Notes and recaps can be found on the central hub page.

Twitter: @mojcamars

  • I don’t want to work with companies that just want to spend money on Facebook
    • I want to work with companies that want to see results from Facebook

Why Facebook Ads? 

  • Level playing field
  • Bigger budgets != better results
  • Effective
  • Profitable
  • Unlimited opportunity for scaling
  • Some results: 
    • Campaign 1:
      • LTV: $500
      • CPA: $26
    • Lead Generation: $0.4 per lead
    • Campaign 2:
      • Ad spend: $1,000 (1 month)
      • Revenue: $5,000 (first month!)
      • Total Revenue: $80,000

But how?

  • #1 Mistake…
    • Just starting to sell to people
    • You’re selling to a cold audience that doesn’t even know what your product does
  • Build trust
    • Trust is a highway towards increased sales
  • How to build trust with ads? 
    • Funnel
      • Share Value
      • Lead Magnet
      • Promotion
    • Goal of the funnel: Qualifying your audience
  • 3 Steps: 
    • Facebook Ads account
    • Facebook Pixel on your webpage
    • Facebook Page
  • Facebook Audiences
    • Existing Audience: Custom Audiences
      • people who visited your website (tagged by Facebook Pixel)
      • OR created from an email list
    • New Audience
      • Lookalike Audiences
        • based on an existing audience generated from email list
        • but different people!
      • Interest/behavioral targeting

Share Value

  • Target Audience: New Audience
  • how to share value: Valuable content (blog posts, videos)
  • Goal: build trust
  • Video content is incredibly cheap right now to promote

Lead Magnet

  • Target Audience: new audience & existing audience
  • What Lead Magnets: 
    • Checklist
    • Cheat Sheet
    • PDF collection of your best blog posts
    • eBook
    • Free chapter of an ebook
  • Goal: Collect emails
  • Use retargeting


Things to do later today

  • Implement Facebook Pixel
  • Create a lead magnet
  • Develop and implement ads for lead magnet
  • Invest $50 – $200
  • Run ads for 2-5 days


  • “Are you scared of losing work if you’d charge more? Learn how to avoid being seen as a cheap commodity and let’s double your rates together!”
    • Everyone wants to make more money
    • “scared” is a great emotional word
  • “Let’s say it as it is: Using paper time cards is incredibly inefficient. So why not eliminate them completely with ClockShark?”
    • background picture of a construction worker – target audience relates to that
    • Powerful slogan in the foreground
  • “Time tracking shouldn’t be rocket science. With ClockShark, it’s far from that. You can now track using GPS software. Easy”
    • again same approach for the visuals
  • “Have you hit a plateau in your service business? Learn about 5 key strategies that will give you a competitive edge in your market and leave your business thriving”
    • CEO Warrior
    • CTA: [FREE] 5 Secret Game Changing Strategies
    • Social proof in picture: “As seen on…”
  • “We’re uncovering our secrets! Find out about ONE tactic that can get you 1,000 email subscribers in 30 days! We tested the technique and it works!”
    • ConvertKit
    • CTA: “Get 1,000 email subscribers in the next 30 days (or less)!”
    • communicating the dream
  • “Are you tired of headaches that come with email marketing? There’s an easier and more enjoyable way to grow your business. Try ConvertKit!”
    • CTA: “ConvertKit: Email marketing, made easy!”

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About Christoph

Christoph lives in Munich, Germany and is bootstrapping his own SaaS application as a part-time entrepreneur.

He likes to write on this blog about anything of relevance to single-founder bootstrapped software startups.


  1. […] Mojca Mars: “Strategic Growth – How to strategically grow your business with Facebook Ads“ […]

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