What kind of offer should I advertise when I start running ads?

Your budget decides what kind of offer you should advertise. Most people start with an appointment, a lead or a lead magnet as the main offer, not by sending cold traffic straight to a $500 or $1,000 a month service. A free lead magnet in exchange for contact information gets far cheaper results from Facebook than asking someone to pull out a credit card when they do not yet know, like and trust you. As a rule of thumb, a paid conversion costs at least the first month's price, while a form fill can cost around $10.

Make the ad promise exactly what the landing page delivers, such as a guide, so people know what they get when they click.