Dr. Matt Shiver

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Dr. Matt Shiver I help coaches & agencies scale with Facebook ads
🚀 Free Facebook & Instagram Ads Course: mattshiver.com/ads?el=facebook

10/20/2026

Our lead cost hit $50 when the market got more sophisticated. Swapping the free training for a free Skool community took opt-ins to 35-40% and leads back to about $15. A better offer fixed it, not a better ad.

10/20/2026

The two numbers I track on ads: cost per qualified call (about 1/16 of your program price) and average order value (2x what it costs to sign a client).

10/20/2026

Facebook serves your ad to the hottest people first, then warm, then cold. That's why lead quality slides over time, and why you always need fresh creative going.

10/19/2026

Facebook ads in the same ad set work together. The ad that looks over KPI is often the one bringing people in first, and killing it can double your cost per call.

10/19/2026

10 things I wish I knew before running Facebook ads.

The big ones: cost per lead doesn't matter, the creative is the targeting now, and ads will never fix a sales problem. They just make it more expensive.

10/19/2026

The 70/20/10 rule for Facebook ads.

70% of new ads should take a winning message into new formats, 20% should test new ideas, and 10% should be small tweaks. Most people only do the tweaks.

10/18/2026

Hugh Robinson on why ads "don't work": people turn them off after a week, then make a sale from them two weeks later.

Watch your leading indicators, but if the right people are getting into your ecosystem, you're still building something.

10/18/2026

I ran every marketing channel for online coaches through a bracket.

Final: Facebook ads vs YouTube. They work together, ads create awareness and YouTube warms people up. If I had to pick one, Facebook ads.

10/18/2026

AI scripts sound like the internet because that's what they're trained on.

The bigger problem is owners who don't know what good copy looks like anymore, so they can't QC what AI hands them. Learn what good is first, then use AI to refine it.

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Austin, TX

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