This ad campaign was a big one for one of our clients, and it involved a few interesting nuances (and lots of takeaways!) that we want to highlight. So, get excited!

Who: A System Envy client with a massive audience and personal brand. She wrote a fantastic book and wanted to weave in promotional ads for the launch alongside her other business ads.

How: This was a fun one, because we did a little bit of everything for this book launch. This started with developing a messaging architecture, testing a huge variation of messaging angles (including holiday-focused ads), and relying very, very heavily on data along the way. While we diversified this ad spend across platforms, the primary focus was on Meta.

Plus, to drive even more engagement, these ads promoted a live event bonus for book purchasers. When people bought the book, they were invited to an exclusive live event with our client, which was a big, community-focused success for her audience.

The numbers:

• $45K total ad spend
• Cost-per-click: $0.17-$1.32
• Cost-per-checkout: $1.31

The launch results:

• #1 New York Times Bestseller
• #1 Sunday Times Bestseller
• #1 Amazon Bestseller
• #1 Audible Bestseller

Key takeaways:
During this launch, we were able to dig deep into an area we haven’t explored much — the book world! While several of our clients have been authors, supporting them on the book launch itself was relatively new to us… and we had SO much fun. Since this client has such a solid personal brand, we were able to leverage her engaged audience to see some incredible results. Here’s what we’ve learned.

• Multi-platform approaches pay off: While Meta was our primary driver, we made sure that her ads were EVERYWHERE — and that was key for testing, building audiences, and learning how to retarget in the future. We utilized her ad dollars on Meta, Pinterest, TikTok, and YouTube, and this diversification worked to reach a big audience.
• Seasonality can be challenging: Her launch date aligned with Christmas Day, which meant we were competing with a LOT of seasonal noise online. However, our team (and hers) is good at rolling with the punches. While our cost-per-checkout was a tiny bit high, it made a lot of sense with this timing, and we were still able to seize a lot of holiday gifting demand.
• Tracking can be difficult for a book launch: Usually, launches that involve checkouts involve a pixel to help you track. However, book launches aren’t really like this. Since it’s not possible to add pixels to sites like Target, Amazon, and Barnes & Noble, there’s a little more guesswork involved. We paid a lot of attention to KPIs like button clicks to give us an idea of purchase intention, and then focused a lot on building hype and engagement for the book itself.

All in all, to say this was a successful launch is an understatement — but that’s because of our client, her long-engaged community, and the valuable message she has to share. When an offer (in this case, a book!) is strong, an ads strategy can just elevate it to new heights. Nothing better than that, huh?

Psst… are you looking to grow your business with Facebook ads? Our fantastic clients work with us on ad strategy for everything from Disney vacation planning and 5-figure courses to podcasts, coaching, and so much more . Contact our team here to find out how we can help you.

I have not been quiet over here about my love for Pinterest. Whether I’m scrolling through it for life inspiration or running ads on it for my clients, I’m in LOVE. There’s something about that dang website — and its gorgeous mood board vibes — that makes me so. so. happy.

And, guess what? I am not alone here. Not even close, really. In fact, the site generated $1.4 BILLION in Q4 of 2024 alone. To say the site converts visitors into shoppers is an absolute understatement, and it’s why I will continue to utilize it personally and within my client strategies.

You should too. (Of course.)

So, to celebrate my love for Pinterest — and give you more tools to succeed with it — I want to share some of my go-to ad strategies for female entrepreneurs like you.

Level Up Your Pinterest Ads: 4 Ad Strategies to Leverage as a Female Entrepreneur

Before we jump in, let me preface this by saying that you should have FUN on Pinterest. It’s such a different platform than, say, Meta — and you should lean into it! Whether it’s vibrant colors or unique captions, you have an opportunity here to really reach your ideal client the way YOU’D want to be reached.

Remember that.

#1: Make the visuals colorful and memorable.
Pinterest is an overtly visual platform at its core, and it’s imperative that you lean into that with your ad strategy. Focus on imagery and design that are equal parts bright AND memorable — AKA, the kind that can stop the scroll. I recommend avoiding a ton of neutrals (whether in your graphic text or your brand images) and instead working on creating a color story that attracts eyes to your Pins. While this should still align with your brand, it should also give you opportunities to stand out.

#2: Test LOTS of text on the image.
Billions of users mean billions of brains — and that means billions of opportunities to test, test, test! Every single one of your Pinterest ad campaigns should involve you testing multiple versions of text on images in a variety of lengths, tones, and structures.

For instance, let’s say you’re me, and running Pinterest ads to the Facebook Ads Method course. I’d go for a bunch of options targeting different pain points and language styles. Maybe that would look like:

• Are you ready to scale?
• Finally, understand how to leverage Facebook Ads in your business
• $10.1M in ad revenue? This could be you, too!
• Facebook Ads: 101
• Time is freedom. Here’s how to feel it!

Then, I’d take a look at which of these text-on-images outperformed the others — and adjust my strategy from there. Boom.

#3: Weave in your brand elements throughout your creative.
Ideally, you always want someone to see your brand elements and think, “Ooh, yes. I LIKE that girl.” The key to that = weaving your elements in at every level of your creativity. This could mean including a drop-shadowed logo in the corner of your images OR it could be as simple as uploading your brand logo as your Pinterest profile picture. This builds brand equity *and* it makes the people at Pinterest happy.

#4: Utilize keywords strategically.
If you’re on Pinterest a lot, I can guarantee you that your home feed is a curated mix of things you’ve searched for before. (This is why mine is FULLLLL of home inspo and travel tips at all times.) The reason for this is that Pinterest functions a bit like a search engine for most people, and then trains everyone’s algorithm to show more of those things!

You can really maximize this by utilizing keywords in your Pinterest ad captions that target your ideal audience, meet them where they’re scrolling, *and* connect to your offer. It’s basically SEO, just in… Pinterest form.

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And, voila! There are 4 of my absolute favorite strategies for helping female entrepreneurs like you absolutely rock the Pinterest ad strategy game. I cannot wait to see what you do with them!

If there’s one piece of business advice I want to scream from the rooftops, it’s this: You HAVE to diversify your ad spend. And then you have to diversify it again. And then you have to diversify it again.

If you don’t diversify your strategies — and you don’t focus on reaching a wide variety of audiences across a wide variety of platforms — you are selling yourself so, so short.

However, if you DO diversify your strategies, you can really sustain your momentum, increase your conversion rates, and create more touchpoints.

So, let’s chat about it. (Well, and better, let me show you HOW to do it.)

How to Diversify Your Ad Spend to Scale:

1. Have a presence on all platforms.
The best way to diversify your ad spend is by making sure you’re taking an approach across all 4 of the major platforms: Pinterest, YouTube, Meta, and TikTok. All of them have a unique opportunity to reach a different suite of audiences, and they’re all engaged in unique ways.

For instance, Pinterest ads are likely going to be found while audiences are looking for inspiration. YouTube ads are going to pop up while your audience is learning or enjoying something new. Meta ads are going to reach your audience on some of their most-used social platforms. TikTok ads are going to give you the chance to reach short-form content lovers in a way that can stop their scrolls very intentionally.

While you don’t have to have a HUGE presence on every platform — most businesses don’t necessarily have time for that — I do recommend employing at least a small strategy on all of them.

2. Prioritize video promotion.
If the thought of diversifying your actual content creation efforts themselves makes you nervous, I get it. That’s why I’d say to choose video as your main promotional creative. It can be re-used and re-formatted for a variety of platforms, and it’s designed to align with the visual, watchable kinds of algorithms that your go-to platforms utilize, which makes it a no-brainer.

Plus, you don’t have to reinvent the wheel! Instead, you can create one piece of hero content — think: a 10-minute video — and use different pieces of it across your different ads.

3. Segment your ads cross-platform.
While some of your audience may be on all 4 major platforms, some of them may not be… and this is a huge opportunity for you to reach NEW people! By thinking through your different options and segmenting your ads by either audience OR by offer, you can really spread your earning chances. Plus, you can learn how these other audiences react to your messaging and offers… which might just make you a LOT of money in the future.

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And, my friends, there you have it — 3 easy, SIMPLE ways to start diversifying your ad spend… and, with it, your opportunities for success.

I’m here for you, and I can’t wait to see what you do with it!

I often think that I should sit down, just for fun, and figure out how many ad campaigns my team and I have worked on.

Because, like, it’s a lot.

However, I’m just gonna settle (for now) for saying this: we’ve made some mistakes along the way. We’ve also made a LOT of wins along the way, too. So, just because, I want to dive into a few of the biggest mistakes we’ve either A) made, B) seen our clients make, or C) seen others in the online space make.

Specifically, we’re going to show you a few of the biggest Facebook ad mistakes we see while people are trying to SCALE their ad campaigns — so that you don’t have to make the same mistakes. Of course.

Don’t Make These Top 4 Facebook Ads Mistakes: Scaling Edition

Don’t segment your audiences too small: You might think that segmenting your audience is a good thing to test, but it’s actually the opposite of what you want to do. Instead of wasting your ad spend, focus on:

• Building strong warm audiences from engaged users
• Leveraging lookalike audiences
• Testing creative, messaging, and offers within a larger, more stable audience

When you try to narrow in on an audience that is too small, your ad frequency will get way too high and your ads won’t deliver the way you want them to. 

Don’t get lost in the number sauce: Facebook Ads Manager throws a lot of numbers at you, and it’s easy to get overwhelmed. If you’re checking every metric under the sun — click-through rates, cost per click, reach, impressions, frequency, conversion rate, and a dozen others — you’ll drive yourself crazy. Even worse, you might misinterpret what really matters.

Focus on these instead:

• Choosing 2-3 key performance indicators (KPIs) that actually align with your goal (e.g., cost per purchase, return on ad spend, lead conversions)
• Tracking trends over time instead of obsessing over daily fluctuations
• Understanding that not all metrics matter equally — some are vanity numbers, while others directly impact your bottom line

We like to look at weekly metrics and monthly results. During a launch, we do look at daily results to track performance, but often we’re watching for days to make sure results are stable before making any changes. 

Don’t forget to optimize your ads by platform: When running an ad campaign, don’t simply use one ad for every platform! Make sure you:

• Optimize your ad format, aspect ratio, and messaging for each platform. For example, Pinterest’s aspect ratio is slightly different than FB/IG, so you don’t want your ad to be cut off/cropped 
• Keep videos short, snappy, and attention-grabbing for Instagram Stories, TikToks, and Reels
• Test carousels, static images, and videos separately to see what works best where

Don’t expect higher spending to work: So, SO often, people think that spending more on an ad budget will yield a higher result. This, my friends, is not even close to true. If your creative, messaging, or audience targeting isn’t dialed in, increasing your spending will just magnify those issues — not fix them.

To scale strategically, do these first:

• Strengthen your engagement and audience trust FIRST
• Test and optimize at lower budgets before ramping up spending
• Adjust your budget in increments

Scaling your Facebook ads is all about working smarter, not just spending more, digging into a million numbers, or throwing things at the wall. Avoid these mistakes, and you’ll actually be able to set yourself up for stronger performance, better engagement, and real growth.

Promise.

To no one’s surprise, there’s nothing that makes us more excited than a successful client launch. (Literally DUH.)

Well, okay — actually, there may be one thing that does make us more excited than that. And it’s being able to share HOW our client launches have gone off without a hitch…

… so that you can copy, paste, and do the same.

So settle on in — because we have a new case study for ya.

Who: System Envy client who has a hugely successful personal brand, educational business, podcast, book, and, well, everything. (She’s the best.) She was prepping to re-launch a course that we’ve helped her launch several times — and nobody was looking to reinvent the wheel.

How: For this launch, we really wanted to lean into the idea of re-using and reworking content where it works. This client has a big online presence and a majorly engaged community, and we’ve done the work over years and years to get to this place — so we wanted to lean into it! Instead of creating a bunch of net-new launch content, our primary focus was to reflect her impact.

Wondering how this looked? We utilized ads like:

• Simple, previously successful video ads – we re-used the top-performing ad from the last launch.
• Text-on-image overlay videos
• Engaging B-roll style videos
• “Hot take” videos

The numbers:

• The most successful ad gathered 7K leads
• Cost per lead: around $5

The takeaways:
In this launch, we were really able to see the fruits of (so many) labors of love — and we were also able to see the results of TIME! By tracking, testing, and iterating on what we knew worked, we got to see some big results. Here are a few of our takeaways:

• People are LOVING B-roll-style videos with engaging, “controversial”/hot-take styles of text
• Successful videos usually involve something immediately eye-catching, paired with trending music (pro tip: our most successful hook template read “It took me X years to realize…”)
• Re-using and re-working content that works is an excellent strategy — and for us, it’s gathered thousands of leads! (For us, this looked like re-using a top-performing ad from 2023… and then it looked like watching as it became a top-performing ad all over again!)

It’s the simple things that are the most effective, friends — and this is something we SWEAR by over here. Just lean into the good stuff, test what you can, and let things work.

Promise.

And, psst… stay tuned — we’ll be back with a new case study so soon!

…and it’s also a top-tier way to reach a really, really aligned audience.

However, advertising on Pinterest comes with its own set of best practices. To really succeed and lower your cost-per-lead, you’re going to want to avoid these Pinterest ad mistakes.

4 Pinterest ad mistakes you might be making

Mistake #1: You’re going too broad.
One of the biggest mistakes I see people make with Pinterest ads is actually a pretty simple one — AKA, not targeting a narrow enough audience. This saturates your ad with a ton of content from others and makes it expensive to land the clients and customers you’re looking for.
To succeed with Pinterest ads, make sure you’re using Pinterest’s interest categories and taking advantage of its detailed targeting options. Wondering what this means? On Pinterest, you can target based on:

• Audiences
• Actalike audiences (similar to Meta’s lookalike audiences)
• Interests
• Keywords
• Demographics (gender, age, location, language, device)
• Ad placement

Plus, you can make this easy by setting up targeting templates and utilizing your insights. Here are some good tips from our pals at Pinterest!

Mistake #2: You’re not tailoring your SEO or CTAs the right way.
In its own unique way, Pinterest really does act like a search engine — and it follows search engine logic for its users.

I’m going to give you a really simple example here to spark your imagination. Just think about it: if you’re looking for an apple crisp recipe, what are you going to look for?

(Correct. You’re going to search for an apple crisp recipe.)

Now, if you’re a food blogger trying to push ads to your apple crisp recipe, you wouldn’t caption it “Delicious dessert! Tap the link to try.” Instead, you’d caption it “Try this delicious apple crisp recipe! It’s a low-sugar, easy dessert that can be made in 20 minutes.” That way, you’d attract views from those looking for apple crisps AND from those looking for low-sugar, easy desserts.

It’s truly SEO, baby. Those tiny, strategic details — read: keywords — can really impact performance.

At the same time, you don’t want an audience to be confused about what to do once they click on your ad. Your CTAs need to be strong — with actionable steps — in order to work.

(They also need to be followed by solid landing pages or funnels. Just sayin.’)

Mistake #3: You’re setting unrealistic budget expectations.
Setting an ad budget can be really frustrating — especially when you’re already seeing success on another platform. I see this a lot with Pinterest specifically, since it tends to cost more per lead than things like Meta (especially at first).

However, trust me here: you just need to give it some time! Pinterest tends to learn slowly compared to some platforms — it typically takes up to a month to really optimize an ad. Monitor your performance closely and adjust as you go, but resist starting with a really low budget. You won’t get the results you want that way.

Mistake #4: You’re forgetting about consistency.
Pinterest is an example of a platform that functions best off of consistent, fresh content… and consistency is absolutely key in seeing results from your ads. Continue pinning new content, regularly launch campaigns, and stay agile with performance adjustments as you go. The more you experiment, play around, and try new results, the more ROI you’ll see.

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At the end of the day, every single platform has its quirks — and running ads online can be tricky. However, I have lots of experience around these parts… and I can promise you that fixing these mistakes will help you to absolutely accelerate your Pinterest ad performance.

You’ve got this, friend.

And, as always, I’m here to help ya.

Just imagine… millions of views? Millions of likes?

Can’t you imagine the impact it could have on your business?!

Well, I have some news: it’s not usually as easy as that. While millions of views and likes are fun (and validating), they don’t typically lead to much higher engagement. If you’ve experienced a post go viral on social media, you probably know what I’m talking about. Once the hype settles down, you’re most likely going to have the same community as you did before — or a slightly larger one that may even be less engaged.

It’s why I’m a HUGE proponent over here of organic growth. In fact, it’s why — as an ad agency owner — I almost insist that my clients run purely community-focused ads (engagement ads) online alongside their conversion-focused ads.

After all, your PEOPLE are what matters. And, at the end of the day, your buyers are a group of people cultivated over time. See, at least most of the time, a brand-new follower isn’t the one buying from you. Instead, your plugged-in, loyal-to-you audience members are.

Something to think about, huh?

How to future-proof your business with organic growth
As the news (hello, TikTok…) is constantly showing us all, putting proof in singular apps and viral videos just isn’t the way to ensure success. Instead, you can future-proof (and viral-proof!) your business by focusing on consistent lead generation, boosting your engagement rates, and creating content you’d love.

THAT is how organic growth happens. Let’s talk about it.

First up? Make sure leads are something you’re constantly generating — not just something you’re relying on random social media numbers for. If you’re wondering how you have a TON of options. Promise! You can run ads on Facebook, Instagram, and Pinterest (hellooo), you can pour time into your email list, and you can make consistency your middle name. These are all things we recommend to our clients over here because they WORK. So, here’s your homework: choose a lead generation strategy to focus on! Here are some ideas:

• Create a weekly newsletter
• Run ads on Meta
• Run ads on Pinterest
• Level up your website SEO with long-form content
• Show your face on Instagram stories
• Re-do your email marketing funnels

Then, start thinking about — and working to improve — your engagement rates. The thing is, followers don’t equal buyers… but engagement DOES. And, in the simplest terms, this either means you’re connecting with your audience or you’re not. When you do connect with your audience by creating impeccable content, you’re so much more likely to grow a loyal following who will engage…

…and buy.

An easy way to do this is by simply giving a litmus test to your content creation (and your ads) with these questions:

1. Does this align with the audience that I have?
2. Am I showing up consistently already, or does this seem random?
3. Would I like this content? Would I follow me?
4. Am I clearly answering the questions I would have about this?

Once you’ve answered “YES” to all of the above and started doing it consistently, you’ve unlocked a winning organic growth strategy.

Sound simple? It’s because, well, it IS.
See, we love to complicate social media. We love to give things like virality WAY more attention than they deserve. And, don’t get me wrong here — the algorithm can be tricky. Engagement isn’t always easy to create. But when you focus on future-proofing your business by focusing on PEOPLE, you’re in a way better spot.

And I, for one, can’t wait to watch it.