---
name: profile-funnel-meta-ads
description: Use when setting up or scaling Meta (Facebook/Instagram) direct-response ads that send paid traffic to an IG profile instead of a landing page, scripting ad creatives, or launching campaigns in Business Manager - the Profile Funnel system plus the ad-creative scripts and the Business Manager launch SOP. Source - Grow Acquisition 3.0 (Nikk Kleinherenbrink).
---

# Profile Funnel + Meta Ads

The Profile Funnel: send paid traffic to your **IG profile** (not a landing page) so your content ecosystem does the filtering and conversion. "Creates new eyeballs with every dollar spent, attracting the highest-quality leads."

## Prerequisites (must be in place first)

- Clarity on ICP + their painpoints.
- Content that triggers that ICP (see `instagram-organic-content`).
- Credibility / proof of concept (yours or clients').
- An irresistible offer presented on sales calls (see `consulting-offer-and-pricing`).
- A named mechanism to reference in content (e.g. "the Profile Funnel").

## Ad-creative scripting

Same 3 types as organic, but each ends in a CTA. 4-beat flow: **Hook (max 4s, painpoint not profile) → Mechanism Reveal → Proof Layer → CTA (DM keyword or value asset).**

- **Value:** top face / bottom screen of the system in Ads Manager / Miro; zoom on ONE key number (ROAS, CPM, sales jump).
- **Educational:** mic/authority bg + cutaway charts; hook = belief-breaker.
- **Credibility:** client screenshots (Stripe, Ads Manager, dashboards), case-study sheet, 1:1 zoom clip; numbers + social proof.

Hook rule — wrong: "If you're a coach looking for…"; right: "You're running ads but every lead is cold and barely replies — here's why…". CTA = "Comment 'PROFILE' and I'll send the full breakdown."

## Launch: Business Manager vs Boosting

| | Pros | Cons |
|---|---|---|
| **Business Manager** | Pixel, custom, multiple adsets, best for testing/volume/tracking | More complex; sometimes lower lead quality |
| **Boost post** | Fast, simple | Less data, harder to track |

**Best combo:** test in Business Manager → boost the already-proven winning ad to scale.

## Business Manager launch SOP

1. **Account setup:** business.facebook.com → business info + FB profile → connect IG + payment method. (Follow a current YT tutorial; UI changes often.)
2. **Campaign:** create a new campaign.
3. **Adset:** name + conversion objective; set destination, bid control, value rules.
4. **Budget:** min **$25/day** (test 4-7 days) → max **$300/day** (test 3 days). More budget = faster data.
5. **Audience** — pick one:
   - **Broad (no interest):** custom age/gender, leave interests blank — let the scripting do the heavy lifting. Default choice.
   - **Niched (with interest):** add interests; one adset per interest for clean tracking (split when budget allows, e.g. $50 each on 3 interests vs $50 on a combined adset).
   - **Lookalike:** only when you have a bigger following / good engagement to build a custom-audience seed.
6. **Geo (international offer):** US, UK, Canada, Australia, NL/DE/DK/ES/IT, Singapore. Local offer → your region only.
7. **Creative:** attach the scripted creative.
8. **Retargeting adset (optional):** spend on prior profile visitors at low budget (~$10/day).
9. **Launch:** go back to the campaign (top-left) → **Publish** to launch everything at once.

For **Story Ads:** 80% of launched story ads are your best-performing existing stories + an added CTA. Pull your top 10 stories from archive → save photo → recreate as a story with "follow to learn more" → launch the same way as the Profile Funnel.

## Common mistakes

- Sending paid traffic to a landing page when the funnel is designed to send it to the PROFILE.
- Launching ads before the prerequisites (offer, proof, content, mechanism) exist.
- Over-targeting interests on a broad campaign — broad + strong scripting usually wins.
- Combining many interests in one adset when you want clean per-interest tracking.
- Judging a test too early — respect the 4-7 day (min budget) / 3 day (max budget) windows.
- Boosting before you have a proven winner from Business Manager testing.

## House note

Tracking sheet template lives in the source Notion; track ROAS/CPM/cost-per-booked-call. Keep ad spend and any Stripe links per Weblyfe money mandates (`feedback_stripe_handling_mandates`).