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How to run high performing ads on Meta that generate qualified B2B leads

Steal our dead simple paid ads setup which allows you to generate high quality and qualified B2B leads without breaking the bank. PS. We've used this to generate up to 30X return on every $1 spent on ads.

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Welcome to day 16 of our Christmas Calendar 🎅🏻

Today we will cover the strategy we've used the past 10 years to help companies generate up to $30 for every $1 spent on ads.

Since you've come this far, you should have plenty of lead magnets and guides we can use to run ads, and generate high intent, high quality and qualified B2B leads - at scale.

To go through this, we will cover plenty of things, and every bit of the image below.

Click here to access the flowchart

The image is from the flowchart I'm covering in the video above. It covers: ads, landing page, thank you pages, VSL pages, pages after booking, pages after submitted forms, and all the emails we use for those who book.

You'll learn how to structure and think about your ads. How to set up the funnel, and connect it all. But most importantly, the strategy and idea behind it all.

All of these things are covered in the video. So watch that. The text below will only be a shorter version.

Before we dive in…

The setup shared here is built in our own proprietary funnel builder, but the strategy can use other software for it. The purpose is to show you the methodology, the steps, and for you to learn the strategy behind the funnel. If you've come as far as this in our Christmas Calendar, I'd recommend checking out the previous ones as well linked in the top menu under "All guides". But, if you don't want to do this yourself, we can help you set this all up, and run it for you. If so, click here.

Tables of content, this is what we will go through:

Part 1: The funnel
Part 2: The resource
Part 3: The paid ad
Part 4: The landing page
Part 5: The thank you page
Part 6: The booking page
Part 7: The reminder emails

Part 1: The funnel

There is an odd chance you're not familiar with what a funnel is.

A funnel is simply put, a series of pages that are put in sequence. Each page is a website, that have 2 options for the visitor.

Click and convert and continue to the next step
Exit the page

There shouldn't be any menus, or fancy designs like a homepage. It's stripped of "distractions" and "options".

A funnel is most often used to convert traffic to a page.

Either to subscriber on an email list, booking, application, waitlist signup, signup for a webinar, or similar.

Our entire outbound and inbound strategy (fancy words for reaching out to potential clients, and having potential clients come to us) - revolves around guides/assets - also known as "lead magnets", as they are attracting leads.

A funnel is always using some sort of "bait".

Something people find interesting, hence they're willing to give away their contact details to receive it.

Above is a very simple example (which we will go through in the video).

Part 2: The resource

Any and all funnels have bait. Something valuable that you discreetly "bribe" the visitor to sign up/opt-in to get.

The one you're most likely familiar with is ebooks and webinars.

But you can make any "resource" a lead magnet, and hence - "bait".

We covered one process on creating written guides in day 4 of the calendar with prompts to draft lead magnets (click here).

People often ask what's the best lead magnet is.

The answer is: There is no ONE best lead magnet.

It's a product of testing, and deep industry understanding.

Through speaking with more of your ideal clients, you'll learn what's stopping them, their pains, challenges, dreams, hopes and desires.

It's to these you talk to.

The format of the lead magnet or resource doesn't really matter too much.

As long as it's perceived as valuable.

Example: You'll perceive this page you're on now more valuable if I say it's the accumulated knowledge of having run digital marketing campaigns for B2B firms and paid ads since 2011 (14 years). Compared to claiming this is the best since sliced bread, and I've been doing this since January 2025.

At this point, we have created about 170 resources the past 12 months. 24 of them is this years Christmas Calendar. We did 24 for the 2024 edition. And we've done like 100+ aside from that. You can access the library here.

As you'll understand, the format of the resource doesn't matter.

We have whitepapers, 40+ page guides, videos that are 10 minutes, videos that are 2 hours. We have built prompts, software platforms, tools, etc.

All to test.

BUT…

A lead magnet should address and help solve a very specific problem/pain your audience has.

This is the irrefutable law.

I recommend go to Day 4 if you don't have a lead magnet (resource) yet, and follow that guide to create one.

Since we need it to run your ads.

Part 3: The paid ad

So we're at the part about ads.

This is what people see.

The thing you pay to reach people with on Meta.

Yeah, Meta. Meaning Facebook and Instagram.

How come Meta for ads, and not LinkedIn?

LinkedIn is 10-20X as expensive as Meta if you do Meta correctly.

You have a rule of thumb for paid ads to funnels. 250X the CPM (the cost to reach 1000 people).

If the CPM is $200, you need to sell something worth 200*250 = $50,000. If less than that, the unit economics for scaling won't be there.

When it comes to the ads themselves, they are not supposed to look like ads.

People don't click ads.

They click posts they find interesting.

Posts that look like posts.

Just look at this ad from Sabri Suby (link to all here):

Does that look like an ad?

I wouldn't say so.

So to help you write ads like Sabri, we created a free software for you called PandaAds.

You can sign up, add your business, and an API key with OpenRouter (to run AI generations) - and you're ready to start generating ads based on the resource you have that you want to promote.

In general the ads you want to run should follow a recipe structure:

The hook: A callout to the audience addressing their desire, pain, struggle.
The bridge: The section to transition into something to come, something relatable, that you relate to the pain, and lead them into the next thing.
The reveal: The section revealing what it is you want to give them for free.
The value: The section going into the value, what they'll learn (ref: see the 3 bulletpoints for the landing page below).
The proof: This is where you share result, testimonials, or similar that backs up the value.
The call to action: Where you explicitly ask them to click to sign up and get it.

But you can build this and use this in PandaAds, so now you have a tool that can write for you.

Click here to open PandaAds and write your first ads

One of the really nice things with PandaAds is that you can emulate and clone an ad style.

For style, I highly recommend cloning the ads of Sabri Suby from KingKong (click here to see his ads).

To do that, you can simply copy all his ads into the "Clone your style" in Writing styles in PandaAds, add 10+ of the ads, and click Clone. Then you can start writing ads in the same way.

Part 4: The landing page

The landing page is the first thing someone sees after the ad. It's the page you link.

The landing page should have several parts to it.

First you have the headline. The headline should be the bold statement. Often it's either a "learn" or "do XYZ" framing of the thing that's being promoted. It should within 3 seconds be intuitive what it is and the benefit.

Second, you have the subheadline. This is strengthening the headline and providing more context.

Third, the bulletpoints. These should be structured in a specific way. First point should be sharing the opportunity you're presenting. Second point should focus on addressing the "I don't know have the skills" thought in their mind about the opportunity. Third point should hint to the things provided that allows immediate actions after getting access.

Click here to open this particular page to preview it

But ultimately, there is no true "correct" way of doing it.

However, the more you add to the page, the more friction you introduce.

Friction is where the more effort it takes to understand what it is, read through, or effort to do the thing that needs to be done - the fewer people will do it.

Conversion rate is mostly a result of headline, subheadline, and just form. Short and simple.

But the traffic and where people come from also affects the conversion rate on the landing page.

Other things you can add to the landing page that helps with conversion:

Social proof popup that X person signed up Y time ago. You can see se on the page above.
Testimonials in written and video format on the page. You can see video samples on the page above.
Exit intent popup. This is a popup that appears when people try to exit the page. WARNING: If you run ads on Facebook, this is not allowed, and will risk your ad getting rejected, and potentially getting your ad account disabled.
Countdown timers. Adding urgency to something works, like if you run a live webinar, a countdown to when it goes live is beneficial.

There are plenty of things you can do to the landing page.

But these are a few.

Ultimately, you want to test various things, and see what works for your market and product.

A 10% conversion rate in some niches and industries may be phenomenal, while in others 40% is the hygiene standard. We see about 40-50% conversion rate on the page linked above.

Part 5: The thank you page

The thank you page is simply: the page someone lands on after opting in, or signing up for something.

This can be if you promote a webinar, a free resource, or something else.

There is always a "thank you page" post-registration.

This page have 2 main objectives:

First is to get them to know how to access / or directly accessing the resource or thing you promoted. If a webinar, it's informing email sent with details.
Secondly, it's to prime them and get them to the next step in the sales process. If you're selling to businesses, this is likely booking a call.

In most cases, we want to include a video on this page.

Simply to make the page more "human" and relatable, and put a face to it all.

But, also to pitch the next step. The booking.

We often run 1 of 2 types of thank you pages.

The page you're on now is one version. The actual resource, guide, asset. Sharing and the page containing it. We have our video on top, which is the resource itself. Inline in the video, we have pitches and call-to-actions to book a call (PS. which you should by the way).

The second is where we just have a text top of page "We've sent the resource on email", and a video sales letter (VSL) underneath pitching/selling the solution/offer/product.

For the page on the right side here, we broke some of the rules.

The reason for including this is cause the rules are to be broken if they convert and perform.

The page here (sample) has a welcome to the resource and how to access it.

Since this is a Christmas Calendar that sends 24 emails over 24 days, they get access day by day.

So we have a welcome video, stating the expectations, and reaffirms that they've made the right choice in signing up. They'll also get this on email.

Then we have an "access the gifts" link that can take them directly to the page to access the thing they signed up for.

Under that we have a bonus thing. Which is where we funnel the signups into our Telegram channels to have them not only on email, but also as subscribers on Telegram.

Then final bottom CTA is the VSL we have, that pitches booking a call with us (where the calendar is embedded on the page).

This is basically breaking all rules of a funnel, not having a singular call to action.

However, we have a more sophisticated audience, that knows more and providing the options upfront is better for us.

We will no matter what they decide to do a funnel that is built to convert them.

If we get a qualified lead to sign up and get to this page, that lead is worth about $50-100 for us here.

And since we pay far <10% of that, it makes sense for us to do it this way.

Again, what may be a rule to never break, can be broken if the numbers and metrics makes sense.

Yet, I wouldn't do that to start with.

Click here to open and preview the page above.

Part 6: The booking page

We've already covered some of this in day 9 with the booking page (access here). So most of it won't be repeated.

However, I'll add some perspective to it based on a paid ads point of view.

I'd rather give you a list of rules, or things you want to ensure you do right.

Here's the list:

Rule 1: You always want the booking form to be embedded on the thank you page, not as a link to the booking calendar, which then redirects to another page. By having it on the same page, you get more traffic to see the calendar, not losing them by having to click the link. This will increase booking %.
Rule 2: Always have a hidden form field called "SOURCE". Then always add SOURCE as a custom URL parameter from your ads, or any other source linking the landing page. This ensures you can attribute the bookings you generate from the page to the source. Making tracking better. This needs to be enabled in the embed code you add, e.g. YCBM doesn't do this natively but I need to add "data-copyparameters" into the embed code.
Rule 3: Always include 2-3 questions that gather data from the prospect in the booking form that's embedded. Our audience is B2B, and getting their LinkedIn profile URL let's us do plenty of research and enrichment to properly understand who booked. This also enriches our email list and leads list with more data, allowing us to get better insight in qualification etc.
Rule 4: The booking calendar should always redirect to a thank you page, not show the native "confirmation message". By not redirecting, you lose the option to warm them up properly, and instil beliefs in them before the call to the same degree. We want people to submit a form before the meeting to give us even more details. Because it gives us an easier time to qualify and potentially cancel call, and to have them do work. Make it harder. By doing that, the lead qualify themselves by actually doing more before the call. This increases show-up rate, and closing rate.

I can go on and add plenty more, but these are cardinal rules you HAVE to live by.

Without them, you'll suffer long term.

Part 7: The reminder emails

So we have already covered lots of this in Day 12 of the Christmas calendar (click here open now) with prompts and all.

After someone has booked a call from your funnel, you have their full attention.

Many companies have the booking calendar, and then the regular reminder email 1 day and 1 hour before the meetings. Some even have nothing, just rely on the reminders for the calendar event.

That's being stupid.

You want and shall have reminder emails.

By reminder emails, I don't mean…

"Hey John, reminder of the meeting we have tomorrow at 2pm".

"Hey John, reminder of the meeting we have in 1 hour".

I mean reminder emails that prime the lead to think how we want to.

Sales is ultimately a transfer of conviction. Them believing in something as we do.

So ask yourself…

"What do I want the people I speak to believe, for it to be easier to 1) sell what we do, and 2) face no objections?".

We want everyone to understand 3 thing:

Referrals are a great way to build a solid company, but not reliable to scale it.
Outsourcing your marketing is renting a growth strategy - you should own it.
AI-based signals based on lead engagement with YOUR stuff is the most powerful.

If someone understand that, they basically beg for our solution.

Cause if you can avoid being reliant on referrals - meaning have control of lead flow, pipeline traction and meetings - you'll grow.

Cause if you own your infrastructure and marketing, you can use any 3rd party vendor, agency, consultant to operate it, but you'll keep it after they leave.

Because if you understand how to let leads consume your content and have AI segment them, you can focus on talking to those who are ready and stop wasting time.

Then it becomes natural.

Now, these are our 3, aligned to the infrastructure we built for companies to 1) generate leads, and 2) nurture them to close.

You need to identify what those are for you. Hence go to day 12 and map it out.

So with these we have the regular reminder emails, but we add these in as well. We also run these as retargeting ads to all that booked.

That's the reminder email setup, to remind them, give them things to think about, and prep before our call.

Making them 10X warmer, more interested, and "pre-sold" before even speaking to us.

And that's how you use ads and a funnel to grow your B2B company in a predictable way.

I'll keep it short now.

To run this, you need the resources.

You should have the booking calendar, and pre-framing reminder emails to prep people before a call.

You should also have a way to nurture the leads that don't book.

If you want to get a personalized walkthrough on how the entire engine looks, and how we recommend you to build it, you should book a call below.

What people have said about the personal 1-1 walkthrough:

"This was the most valuable 30 minutes spent to get a strategy scoped for my company".

"You guys are the only ones that actually has helped me generate leads. Your system works!"

"This is genius. I have never in my 20+ years of business seen anyone run it this way. It just makes sense!"

"I've used this strategy and sold more than $180,000 in deals as a direct result."

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See you on the other side!

Best regards,

Harald Roine (AKA. Buro Santa #1)

Lasse Flagstad (AKA. Buro Santa #2)