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It’s all in the headlines…

Delightful Updates Newsletter: Keeping faith-driven entrepreneurs in-the-know with what's working in paid advertising.

Keeping faith-driven entrepreneurs in-the-know with what’s working in paid advertising.

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There are countless trainings available that teach business owners how to launch an ad. But the key to maximizing your advertising budget really starts with ad optimization.

When your ad campaigns are optimized, targeted, and carefully crafted, you will likely see an increase in your return on ad spend and (ultimately) your profit.

As a business owner, understanding the basics of optimizing your ad campaigns can make a big difference in your company’s growth.

And your long-term sustainability.

Click here to read the latest blog to discover “4 Tips for Ad Optimization.”


One of the variables business owners often overlook when it comes to testing in their Facebook ads is the headline.

It’s the short phrase or sentence seen underneath the graphic or video (in the feed) or next to the graphic (in the right-hand column on your desktop).

Don’t underestimate the power of a great headline.

Every variable we test can make a big difference. And with the rising cost in advertising, even the smallest improvement matters!

Here are just a few simple formulas I follow when writing compelling headlines for my clients:

  • Ask a question (or simply add a ‘?’ at the end of a statement).
  • Create curiosity with a bold or inspirational statement (without being click-bait-y).
  • Mention the desired outcome they’ll experience.
  • Call out your ideal client.
  • Describe what will happen when they take the next action (i.e. – what’s in it for them).
  • Touch on a pain point or negative emotion they are experiencing.
  • Mention the name of your offer.
  • Include the call to action (ex. – Sign Up Now!)
  • Use a time-sensitive phrase (Doors Closing Soon or Limited-Time Only!)

Take it to the next level by combining multiple elements together. Like these!

  • How to (desired outcome) Without (negative emotion)!
  • Get (desired outcome) With (name of your offer)!
  • (Ideal Client)! Ready to Have/Experience (solution you offer) and (2nd solution you offer)?
  • Ready to Stop (current negative state)? Learn How to (desired outcome) Without (negative emotion).
  • How to Get (desired outcome) In Just (time frame) Without (negative emotion)
  • Start to Get (outcome) With (name of your offer) For Only (offer price)!
  • The Easiest/Fastest Way to (desired outcome)!
  • How Successful (ideal clients) Are Experiencing (desired outcome)
  • The #1 Way to Avoid (undesired outcome) and Stop (undesired outcome)

Don’t forget to use emojis! 😀(Sparingly, of course.)

Be careful to limit the character count so your entire headline is displayed. Otherwise, it could get cut off. It all depends on the placement and the CTA button that’s used.



Meta Ads: More reasons to trust AI and machine learning. Meta is reporting great results with the use of its Advantage+ stating “campaigns improved cost per acquisition (CPA) by 17% and return on ad spend (ROAS) by 32% compared to business-as-usual only campaigns.”

LinkedIn Ads: Yet even more proof that ads are historically the cheapest of the year in January. It's time to take advantage of lower CPMs and capitalize on low competition in online advertising to get ahead.

Google Ads: Many advertisers are upset with a recent change from Google. It’s a good reminder to be careful about opting in to Google Ads’ recommendations.


Results of a December launch for a 2-day masterclass leading to a coaching program.

Total Amount Spent on Ads: $2,367

Total Revenue Generated: $18,708

👉 Return on Ad Spend: 7.6x

Two take-aways:

  1. It doesn’t take a huge budget to get great results with Facebook and Instagram advertising.
  2. Advertising can be profitable during the busy holiday season when ad costs are typically highest. 


If you’re like me, you love to travel. Wanna join me?

I’m headed to Nashville to connect with other believers in business at the Christian Entrepreneur Conference from April 27–29.

(I’ll also be teaching one of the breakout sessions.)

Join me for expert training, business-leader best practices, inspiration, actionable content, and FUN as we get to hang out with other Christian business owners!

Click here for all the deets. Get a $50 discount with my coupon code “delightfulads” — or simply click here to go directly to the checkout page.


P.S. – Whenever you’re ready, here are a few ways I can help you grow your business.


Premier Ads Management Package – If you’re ready to hire an expert to completely take over your advertising and skyrocket the success of your business, this is the package for you!

First Steps Ads Management Package – This is a great way to get started with outsourcing your advertising to grow your email list on a minimum budget.

This page contains affiliate links. If you choose to purchase after clicking a link, I may receive a commission at no extra cost to you.

Delightful Ads,
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Delightful Notes From Clients

“Jenn opened my eyes to how much social media ads can skyrocket your business no matter what niche or market you are in.”
Landon Crawford
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“The ads were profitable from our very first few weeks working together!”
Mallory Dittmer
“The ads are more than I could have imagined, and I have already made back my investment.”
Sara Rudin
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