+77% Google Ads conversions with irresistible offers

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00:00with irresistible offers. I was quite scathing about them actually, but an old client came back to me. She was setting up a new personal training business. I had just read Alex Hamo's book. It was kind of like a oh wow, a light bulb moment. The one thing we didn't do was actually landing pages, but we just kind of thought, well, let's just try it with the ad copy. What we saw was a 67% increase in click-through rate, 77% increase in conversion rate, and it was a 55% decrease in CPA, which was the ultimate goal to get that down. All right, welcome back to the PPC Mastery podcast and this is the first episode of a new segment called the PPC spotlight. uh because we have in the PPC Hub we have thousands of people who are all doing amazing things for for their clients or for other people in the PPC Hub and I wanted to start this segment to really give the spotlight to those people uh because the stories of the people in the PPC Hub and and people in PPC in general are worth uh sharing and that's why I created this segment to yeah shine the spotlight on people who have uh cool stories, case studies and um who are actively trying to help other people with that as well. So today in the first episode of this new segment I have Lol Lowe um thank you so much for for joining Lol. Uh before I ask you to introduce yourself uh real quick the reason why we are here today is because you um have actually inspired a lot of people in the PPC Hub because you actively uh started sharing your wins especially around the uh irresistible

01:39offers front. So that's what I want to dive into with you today because you you shared some case studies and some some cool wins on how optimizing your clients offers really helped you um take their results to the next level. And that kind of spiraled into other people also sharing their wins on irresistible offer fronts but also on other u you know other things that drive results. So with that said, before we dive into the case, uh Lol, could you maybe um yeah, just briefly introduce yourself, tell us what types of clients you work with, uh what did your career look like before you joined the PPC Hub and what does it look like now? Uh since you were one of the first founding members, uh that joined two years ago. Okay. So um I'm a freelancer. So um my work is kind of split between um I do freelancing for agencies and also probably 50% of my other work is direct clients. Um I kind of I work mainly with e-commerce but also um lead genen as well. Um agency work tends to be financial services and um SAS clients. So very varied. Um before I joined the PPC Herb um I was um I guess I kind of um I was just sort of ticking along with um very kind of I don't know just going through the motions of PPC um and um I think I joined really for inspiration and new ideas of how to take you know clients to another level and um I think that's one of the things that I've really um learned from um

03:17being part of the community. Nice. So, uh let's dive into your um your irresistible offers case because recently we have I guess a year ago or so we started to really um create frameworks around what does that what does actually impact results and our Google ad success formula framework is basically uh two sort of bigger chunks. The first one is what you do inside of Google Ads and the the second one is what you do outside of it. And we believe that uh what you do outside especially now with everything that's being automated and AI and all that stuff. We believe that the majority of the value that you can still bring to clients is with the things that you do outside of Google Ads like for example irresistible offers, landing pages, unit economics, etc., etc. Now, as I said in the intro, you were one of the first people that started to share openly about your wins with irresistible offers and optimizing irresistible offers. So, from your perspective, um, and let's dive into the case, but from your perspective, could you maybe talk to me about what you believe irresistible offers are, why they are so important, and why you decided to integrate that in your in your service offerings? because I think a lot of Google Ads specialists or PPC experts in general can really learn from that approach to start looking outside of Google Ads to drive, you know, even even greater results. Yeah. Um, so with irresistible offers, um, I remember it was you were always sort of talking about them. talked a lot about them on LinkedIn and um I was quite scathing about them actually because um from my perspective

04:56um so how how you would create a irresistible offer you obviously you're sort of talking to the PPC community and um you know you're you're driving your business but I work with kind of I work with clients and um I couldn't see at first how I would apply that um kind of same kind of concept so working with sort of e-commerce clients for example um But I had an example of um an old client came back to me and we had a discussion. Um she was setting up a new um personal training business and um I had just read Alex Hamo's book um was it um his 100 million whatever his offers or whatever it was. I can't $100 million offers. Yeah. Yeah. Yeah. And um it was it was kind of like a oh wow a light bulb moment. This is amazing. So actually I just had like a one-to-one consultation with her and um it completely um it lit her up as well and um from that she um she had a very I mean this wasn't for Google Ads this was for Meta but she um so she didn't kind of she didn't do a landing page she just basically did it all off the back of Meta. Um so um you know we talked about um how she could differentiate herself.

06:06She didn't have um you know a ton of money to put into it. She had a very small budget and um but she'd spent I can't remember it's something about it was only about 80 quid and she drove um it was about 50 qualified leads within sort of a week or two. It was amazing and um that to me highlighted really how it was going to work and um really how I should then adopt it. And then of course then sort of you've we've done the course within the PPS hub as well. And um so I took that then to another client. So this was a subscription um based well they also well they're an e-commerce based and subscription company coffee company. And um so taking it from there um that um I decided to um I lost my train of thread. Yeah.

06:59Yeah. you you I I I I know where you're going. So you you started with irresistible offers and then you went into what you call I guess creating irresistible ads and then integrating that into um yeah into into your ads. Is that was that where you were going? Yeah. So basically, so um so what I wanted to do, so the point I took over this the client's account and they've been working with another agency and um for them a key thing was um cost per acquisition and it was current it was double what they wanted to pay and um so it really was really impacting profitability. um they were already running a discount and they had a whole membership thing which wasn't really being communicated and really because of the price point of their product they couldn't afford to be doing any more discounting. So I had to look at basically had to work with what they already had. So um what I did with them was actually have a look at their customer base and we found that they had two very different types of customer. Um so from that we had we created a whole persona. So um there was a a younger group of customers and we needed to talk to them in a very certain a particular way and then the other the other base of customers as well who were their core customers. Um so we identified their their age um for example that they were more likely to work from home or do hybrid working. We kind of knew what their income was um kind of what they thought about um coffee. So they kind of liked British European coffee culture and um we identified kind of which platforms that they were most likely to um use. So this was for it was for

08:37Google and for Meta and the it turns out the Google campaigns work really really well for this. And then what we did was um we had a look at um as part of the whole going through the processes finding what objections they might have. So objections might be things like um oh actually Costa or Prep their loyalty programs are really convenient. I'll just use those. Um supermarket coffee is much cheaper. Um I'm concerned about the environmental impact of you know more deliveries. Um a lot of people have that sort of issue. And also people concerned well actually how do I know if I'll like this coffee? I don't want to waste my money. And um so from that we kind of created solutions. And um so this was all sort of part of the process. So it was quite um it was quite a lengthy process but um so we said you know we talked about it was an easy subscription management.

09:29There was letter box delivery so they didn't need to collect anything. Um they could integrate it with the calendar for automatic pausing. Um there was a price comparison showing a true cost per cup um of coffee. So compared to getting it from Starbucks or Preta wherever um we talked about quality comparison um a freshness guarantee versus storebought. So like sort of supermarket coffee has been sitting around for it could be five or six months old whereas um from the date it was roasted and it really affects the quality of the product. Um and then also talking about biodegradable packaging and um sort of it it's supporting local roers um and that kind of thing as well. And then we had a there was like a perfect match guarantee. And um also the whole thing was all like it was all they have to do a whole profile um online which then matches their taste to their um end product. And um then from there we talked about the kind of um the product maximizer. So what are the benefits to keep people coming back? And um so a product maximizer would be things like they were we had exclusive roasts that you couldn't get anywhere else. Um there were sort of handpicked ethically sourced beans. Um they had a whole education program. So it was promoting this their kind of coffee culture workshops. Um they do kind of master classes and then equipment specific guides as well. And then we needed experience maximizers. So things like um the letter box friendly packaging. So um this um you know for people that maybe

11:08in even like flats or shared housing, we knew that their product would then that it was a concern for them that their their products get stolen. So that we knew that this would go through their letter boxes. Um and then risk reducers. So you can pause for the holiday, you can get money back guarantee and you can cancel any time and also you can earn rewards as well. Um and then we looked at um value measures. So how does this improve how does how buying this product how does that improve your life? Um so you set out kind of your dream outcome. Um so you you know we kind of would say we could set up the whole um perfect coffee morning ritual. So this really helps for actually creating video content as well. Um so you can kind of um you can sell that lifestyle so people can get into it. um they could feel like they're a coffee connoisseur. Um they can impress their guests or colleagues. Um so um also um we looked at the likelihood. So what's the likelihood of them being able to achieve these um improvements? And actually it's really really high um because everything's done you we can do these simple step-by-step guides. Um the brewing methods are really foolproof and um we they were offering kind of expert support as well. And then we have a look at your time delay. So how long is it does it take them to achieve um this improvement in their life. So obviously they'll get you know their coffee within a few days. In a month they'll get significant cost savings. Um in 3 months they'll have advanced coffee knowledge and 6 months is their you know complete coffee transformations to an absolute coffee connoisseur. Um they are you know

12:46their family guru in coffee. Mhm. And um and then we talk about effort and sacrifice. So yeah, it's like 5 minutes a day for brewing versus going to queue at a coffee shop for half an hour plus your parking and petrol and all that kind of thing as well. Um so from that we were then able to create the irresistible offer um which um was to it's ethically sourced specialtity coffee delivered to their door which is perfectly timed to their schedule and with everything that they need to brew brew like a pro all for less than a week of coffee shop visits. So they would get a month's worth of coffee for the um for the price of a week of um at coffee shop. And so from there um then created the campaign. So this it enabled me to create all the content. So we looked at all the kind of the headlines and your descriptions based on all that information and you're able to kind of tailor the offer based on the two the core and the secondary audiences. M and then the results from that were um on so what the one thing we didn't do was actually landing pages. So okay that was my biggest worry um that we would not see a great com you know a really increased conversion because the kind they they had recently um just done a whole new website and um it was kind of that kind of cost of doing more development work um which was a concern.

14:16but we just kind of thought, well, let's just try it with the ad copy. And what we saw was um a 67% increase in click-through rate. Um, amazingly, a 77% increase in conversion rate. Wow. And, um, it was a 55% decrease in CPA, which was the ultimate goal to get that down. So, um, the, you know, the client was super, super pleased and, um, so I would have loved, if have we been able to do kind of the landing page, I'd love to have seen actually what the stats have been like then, but from those stats, that was amazing. And I think that alone kind of shows what you can do just with really great ad copy. Hey guys, real quick, if you like this episode, don't forget to subscribe so you don't miss anything in the future. and feel free to share with a friend, colleague or family member because that's the only way we can grow this show. All right, back to the show. Yeah. So, what was the reason why fantastic results by the way? Uh what was the reason why the client didn't want to uh work on the landing pages? It was just I think they had just done so much work on the website and it was just to that point where um they just don't want to do anymore. Some people it's just like you know when a project's just been really really hard and it's like no this is it. So yeah.

15:35Okay cool. So yeah just imagine what happens when you even start optimizing start optimizing that. But I guess the the biggest result here as you mentioned in the beginning the CPA was double of what they were what they wanted it to be right and you cut that in half. So you were right on target again. Is that correct? Yeah absolutely. Yeah. Awesome. So, um I guess to to summarize here is you you can see the importance of doing a lot of pre-work before you even start thinking about the campaigns because what I gather from you, you did a lot of research and uh probably even more than what is expected, you know, or generally speaking from a Google Ads or from a PPC expert. Um because you went into uh the value boosters, the risk reversal, the uh understanding the market, understanding the audience like on a really on a deep level. Yeah. And then restructuring the offer or at least the messaging around the offer um to really speak to those pain points and desires.

16:36And that's how you uh even without optimizing landing pages because people often think that optimizing landing pages is all about conversion rate optimization like CRO heavy testing but this proves once again like the number one step is always always the offer. Yeah, absolutely. And um I think I would defin I would take that approach again and again just because by doing all that background work as you say it just makes actually the whole copyrightiting process much easier as well. And it's like I really felt that I knew the audience and we could really just speak to them and I really felt those ads did speak to them. So, um it's just Yeah, it was it was so worth it. So worth doing. Yeah. Are you still working with this client right now? Um I'm not at the moment. Right. Okay. So I was just wondering about their, you know, their reactions to to to these results because they must have been super happy, right? Yeah. Oh, absolutely. I mean um I mean the testimonial from the client they said that I mean I provide support more in line with a much larger agency and um that's what they really really liked and um you they they've recommended me several times as well. So um it's yeah it's really awesome. Love that. That's awesome. Um, so around the the topic of creating irresistible offers for for clients, um, are your other clients also open to um, testing new offers? And how does that usually go? Like how do those conversations go with clients? Cuz I also remember someone else, I won't name them, but someone in the PPC Hub said that they also went to their clients

18:12saying, "Hey, I see a lot of potential and opportunities. Uh, maybe we can test new offers, start working on the landing pages." and they had a lot a lot of backlash because the client was like, "No, you are the Google Ads specialist and you just optimize, you know, what's inside of Google Ads." Um, how do those conversations usually go with you when you start to when you approach your clients on maybe we should test new offers? Um, I think it kind of depends on the client. So, for this case study I've just been talking about, they were they're very um they are very savvy marketers themselves, the owners of the business. Um so they were very open to trying this and testing it. Whereas I find um quite often with sort of direct clients um they have maybe they don't have a sort of a marketing background themselves and actually they're maybe a bit more closed to what they want to try or they're a bit kind of risk adverse and um so I would love to be able to change that. I think sometimes when you say offers to people, they're thinking, "Oh, I'm gonna have to, you know, do massive discounts and stuff." And it's not about that. And I'm hoping that when I share this kind of case study with other clients that they will see that it isn't about discounting, right? That's uh I think that's a great point. Yeah.

19:25Because um that is that is a good misconception um that a lot of advertisers have and especially a a brand like this coffee brand where they don't have that extra room to discount. then you have to start looking into other ways. Um, and I also like that about there's two I learned this from Russell Brunson. There's two ways to make your offer the best offer. Uh, I guess he said it in a different way, but let's let's go with it anyway. He said once uh on one side you can or yeah, you can have the cheapest option. One side you can lower your prices or on the other hand you can increase the the perceived value of your offer. And I think by what you did u you're not you know it's no not a race to the bottom uh in terms of decreasing prices and then having competitors also decrease prices and then you know margins are are at risk. No you did you did actually the opposite that you made the perceived value higher so that it becomes the the no-brainer option. Um and that a lot of people think that the only reason for people to buy anything is price but that's definitely not the case. And that's why creating irresistible offers or optimizing the offers is so important because you can really show the value of what you're offering or add in extra bonuses or faster shipping or uh uh tailor the shipping as you said to to the their specific uh windows of time when they are available. Um and that's that's that's why this is so so important and so powerful. Um so with with uh optimizing offers for your clients, do you see any like specific challenges that you that you have faced um in general?

21:04Yeah, I think it's um trying to think of um different ways. So if you have a say a small a small e-commerce um business and actually sometimes they're selling product that it's just you know it's just bought in product. It's kind of not their own sort of thing. And I think it's trying to um think how do how do we sell this in a different way. So it's like what what value ads can we create um that actually isn't going to take a ton of effort from the clients as well. Um so it is just about those sort of extras. So um I mean the coffee um company their membership they do um so all they had all this they had a lot of video content so about the master classes and they opened all this up just if if you're a member I mean yeah you can go and get that stuff on YouTube anyway but it's um it's about sort of building up all those and I think um a lot of small businesses don't want to do that. They don't kind of they think well I don't want to create video content that's really expensive but it doesn't have to be.

22:07Yeah. Yeah. Yeah. Makes sense. Um, all right. So, from from a perspective of you as a freelancer, um, what has been the impact on on you on your service offerings or how you your your confidence or anything else like since you've really started to also dig into the irresistible offer side of the of the of driving results? What has that done for you personally as a freelancer? Um, I think it's kind of made clients quite surprised, I suppose, you know, asking them a lot more questions and sort of digging into their business a lot. Um, I've always liked to kind of be kind of interested in what other areas they're doing for their business, but it's really sort of a kind of a much deeper dive into that and um, kind of pushing them as well to um, plan more ahead. quite often um again with small businesses they don't have a marketing plan at all um or they're only thinking a month ahead and um it's kind of pushing them out of their comfort zone um so they can get better results. So yeah.

23:12Yeah. Um I think that's and also from uh you know if they are so surprised it's probably because you're just overd delivering and they don't really expect you to um to even talk about these things. Um, and I think you're you're part of a new sort of breed of PPC specialists who see the the total picture uh of of what is actually impactful, especially now with, you know, AI and automation and everything, how we're losing control in terms of what we can actually impact inside of the the interface in Google Ads, but I know you're also doing meta meta ads. Um then the value really becomes okay how can I think like a business partner and help my clients on um on the entire spectrum. Um, since you're also working, I'm just curious, since you're also working with agencies, uh, doing white label work for them, are you also doing these types of things for their clients or is that more like the the die hard inter? I know I think quite often with agencies, they just Yeah, it's kind of your um, you know, just it's kind of stay in your lane kind of thing. So, um I would love to be able to do that, but I think quite often agencies as well, in my case, um agencies I work with, I don't have direct contact with clients.

24:27Yeah. Um so, you I would love to and I would love to be able to talk to them about this stuff, but um no, it's it's not happening at the moment. Yeah. Yeah, it makes sense. You're just filling in for for the agency and then uh you can do that those things for your own uh for your own clients. Um all right. So, is there anything else that I forgot in terms of what is important in in in optimizing offers? Like maybe a better question is where can Google ad specialists that are listening to this where where can they begin? Um what do you what would what would you say to them if they think okay I'm I'm convinced now I should really start thinking about creating irresistible offers? What would be a good starting point? Um well obviously they need to join the PPC Hub because they can do [Laughter] I wasn't setting that up but uh um I think by you know really understanding it and understanding yeah the it's and to do that to go through that whole process um and I think really actually I should probably do the process myself um for my own I mean that is my um that was my plan actually for sort of May and June to rework um but I've just really busy and um so I need to do that. That is this summer. This summer is my deadline to do that for myself and do my own kind of irresistible offer. Um so actually maybe that is their starting point. They try it try it for your try it for your own business as a freelancer.

25:53That's a that's a good one. Yeah. Uh maybe also look at what Bob is doing. You can it's public on his on his website bobmy.com I think. Yeah. He's also testing a new offer um like a Google Ads makeover kind of thing. Yeah. Um yeah, it's a it's a good point. And from there you can also start to experiment with your landing page and uh and all that stuff. Um cool. So well since you mentioned the BPC hub uh what was the the the main reason for you for you to join uh two years ago as a as a founding member uh which I I can't believe it's already almost almost two years but what was the Yeah, for sure. what was the the main reason uh again why you joined and how has it benefited your career since since joining? Um I think the main reason was actually I was in another membership which was um kind of met around PPC and um but it was it was an American um based one and um I didn't kind of feel that connection. Um so I thought the European one um is why I joined. I did I did follow I followed you on LinkedIn already and um I kind of liked what you had to say and um I thought actually this sounds like a a good place to try cuz it was brand new and it just seemed like something nice to be part of and um kind of um it was and again it's I mean is I guess mainly kind of European members as well. So every all the kind of the trading or the lives are all kind of within a good time. So I'm not sort of sat sat at like 10 or 11 at night trying to keep my eyes open. Um which is really awesome. And actually just the I think what keeps me

27:31there is just like the sheer value of what we get. So the um it's not just about the community, it's all the courses. Um just um I don't know where you would learn any of that anywhere else. Um I just don't there's not that quality anywhere else in terms of um the the learning and knowledge. Nice. Yeah, it's that's that's great to hear. So uh I guess final question there is because there's a lot of people listening to this who might be thinking about like joining a community like the PPC Hub or or some something else like you mentioned that's more available in their time zone. But what would you say to people who are on the fence of of joining the PPC Hub? Um I mean you just would you wouldn't regret it because um especially I think as a freelancer um I don't have somebody that I can kind of um well I do have other freelancer friends but it's they're not kind of readily available if you if you're stuck on something. So there's always that there. Um and um like I say it's the quality of the course the courses and all the workshops. It's just it's just something you just don't get exposed to in any other kind of community.

28:43Nice. Well, I'm glad I'm super glad to hear that. So, um I I'll add in one one extra thing for one benefit of the PC office is that you can talk to Lol every day. Uh cuz she's one of your one of our our mods uh and helping people find answers to their questions which we're super happy with. And um I have one final question, but before we get there, I just want to give you the flowers while you're here. Um I just want to say a massive congrats on the the progress that you have been making for the last couple of years, but also a huge thank you for being awesome member of the PPC Hub, also contributing to people in the PPC Hub. Um and I I said it in the in the graduation ceremony and I keep repeating it in the PPC Hub as well. um you sharing this case study uh in within the PPC Hub uh kind of allowed other people to also feel comfortable sharing more of their wins and also not not only wins but also lessons and failures and and challenges along the way um because that really cascaded into uh other people sharing their wins in terms of what they're doing now with irresistible offers. And I remember you shared it that you read Alex Hermosy's book, $100 million offers, which we obviously recommend.

29:55Then uh Benny Benjamin came out and said, "Oh, I I saw that post. Now I'm also going to I I bought that book and I also started to optimize my own offer as a freelancer." And he landed his first premium client. So I just want to say once again, thank you because um not everyone is always comfortable sharing uh uh but it's always impactful. You never know how you can help someone uh that is one or two steps behind uh also make that you know make that progress for themsel. So just wanted to say uh yeah massive massive thank you um and and to anyone listening to this as well. You never know like what small tip that you give can be like life-changing for for someone else. So um thank you Lol for coming on and and sharing this case study here in the in this podcast as well. Um, so then I have one final question for you and that is if you had to give a PPC expert, can be experienced, can be uh beginner, one tip that could improve his or her career, what would that be? Um, it's got to be um learning to create and write for personas. So that whole, you know, many businesses don't have um personas or avatars. They haven't created them themselves. So, if it's not there, then you do it. And it just makes everything so much better. Your ad copy will be better. Your landing pages will be better. Um, and it's, you know, it's it's worth putting that time in to do it. Yeah. Awesome. All right. Well, Lol, thank you so much for for coming on the first episode of the this new segment, the PPC spotlight. Feel free to come back anytime and uh keep sharing. And to everyone else who listen, thank you so

31:33much. Don't forget to like and subscribe, all that stuff. Oh, and follow Lol. you're on LinkedIn. Um any anywhere else where people can follow can find you? LinkedIn's the best place probably. Yes, LinkedIn. Follow Lol sharing great content. Um and if you're a business owner and you think that I need a freelancer and I wanted to really start experimenting with irresistible offers, Lol's your uh your person. So reach out to her. Thank you Lol. Thanks everyone and catch you on the next episode. All right, that's the end of this episode of the PPC Mastery Podcast. I hope you enjoyed it and if you don't want to miss any future episodes, we're going to be back next week. Then don't forget to subscribe and share with a friend, family member, or a colleague. Uh cuz that's the only way we can grow this show. Now, there's two more things I want to share with you. If you want to take your Google Ads game to the next level, the first one is if you want to get advanced Google Ads tips delivered straight into your inbox on Mondays and Fridays, head over to pbcmastery.com/newsletter to subscribe to our newsletter called the PBC Edge.

32:33And next to that, if you want to really, really, really take your skills to the next level and become the best Google Ads specialist you can possibly be, then consider joining the PPC Hub, which is our coaching and community platform for experienced Google Ads specialists. You can find everything about it on pbcmastery.com/hub. And with that said, I'll catch you in next week's episode. Peace.