The New Era of Meta Ads Has Just Begun

Look at these four ads all from the same brand. They are just one piece of a four brand empire, a Norwegian brand house called Air Holistic. And all four brands run the same playbook. Right now, they are running 12,928 live ads and driving 1.5 million clicks a month. And almost none of it works for

the reason that you'd think. And today, I'm going to be breaking down their entire playbook so that you can steal it to grow your business so fast that it feels illegal. Oh, whoa, whoa, whoa, whoa. What is this? This does not look like an ad. And these four brands use something that I call trust engineering.

And it happens in three phases. And the third phase is what brings it all together to produce that sweet, sweet [music] ROAS. Look, your ads aren't broken, your funnel isn't broken, and heck, your product probably isn't even the problem. The problem is that most people think that there is a linear buying path. That somebody clicks your

ad, they go through to your landing page, and then they just buy in a vacuum. That they're not distracted or that someone would really do everything that you want them to at [music] every step of the buyer's journey. That is not how the internet works anymore. You see, the moment that somebody sees an ad,

they click through to a landing page, they start to read about your product or service, they get a little bit of an interest, that is when the curiosity starts to fire and their monkey brain wants to go and do a whole bunch of research. They bring up Google, they bring up TikTok, they bring up YouTube.

And then they do something that I call the Google sniff [music] test, which is when they fire up Google and they start to search around for your brand and your product. And they start to try and verify if the claims that you're making in your ads and in your funnel are actually factually [music] correct. And