How I Generated High-Ticket Leads on Facebook Ads for €10 Each with a 70% Close Rate

Ever refreshed your email inbox hoping that (on the 3rd attempt) a lead might come in?

You’re not alone.

Most small businesses selling a high-ticket service struggle with:

Spending too much money on ads

Wasting too much energy on unqualified leads

Working too many late nights trying to figure it all out

If this you… then this blogpost could change everything.

But take note.

You’ll only be able to implement the high-ticket lead strategy below if you understand who your ideal clients are and you have a high-quality service. If this isn’t the case, I recommend you work at these first.

But if the above is true, then you could be about to get clients like crazy.

Read on to find out how!

Why This High-Ticket Lead Generation Strategy is Different to Everything You’ve Tried Before

I imagine you’ve tried a lot of ways to get high-ticket leads already.

Why will this one work?

It’s because there’s one thing in common when you’re selling any kind of high-ticket service or earning commission on a high-ticket sale.

The higher the price the more trust is needed to close a deal.

I’m not talking about trust in you. I’m talking about the buyer trusting in their decision to go with you. When the price of your service is more than €1,000 even the most qualified buyer is wary of making a bad financial decision, regretting their purchase, or being laughed at.

An example.

In my High-Converting Lead Magnet Blueprint you’ll find the story of how Joe Polish saved his carpet cleaning business. He did it by removing prices from his advertising and instead offering a ‘Free Room of Carpet Cleaning’. He instantly generated more leads, closed more business and increased his revenue from $2,100 a month to $12,300 a month.

But note: Joe hadn’t improved the quality of his work or his selling skills.

He just proved to the client that he could do the job.

It’s likely that up until now you’ve been measuring the success of your high-ticket lead generation on clicks or leads or ROI. And you’ve probably thought it’s your lack of marketing experience that’s to blame. But it’s not.

As soon as you shift all your attention on building trust then everything else will improve – dramatically.

With that out the way, see how I did exactly this for a recent client of mine below.

How I Generated High-Ticket Leads for €10 Using Facebook Ads

A confession.

This example comes from solar panel installer in a small town in Spain. The client sold to a niche market – foreign homeowners living 50km either side of the office.

Most solar installers in the USA or other countries can sell an installation that’s financed. This lets them offer solar for ‘$0 down’. But that was not an option for us, and we needed a high-ticket lead generation strategy.

Oh, and one more thing.

The challenge was to create a Facebook Ads campaign that could get a sale for under €100 in ad spend. I’d generated 59 leads using free traffic from SEO in a 6-month period for this client. The business’ salesman had closed 70%. We were confident it would work.

But I had no idea how to start with Facebook Ads.

And I’d guess that you or even a marketing agency you’ve employed did exactly what I did:

I ran Facebook Ads asking readers to ‘get a quote’ or ‘contact us’

I played with Facebook’s audience targeting settings

I compared sending readers to a website quote form, to Facebook Messenger and to WhatsApp

In the first month of trying this strategy we spent €192 before getting a single lead!

It was not sustainable.

So I began reading up on the power of lead magnets from people like Joe Polish. I created a lead magnet. It was an eBook explaining about solar panel installations. I would guess that you too (or your marketing agency) have tried this kind of ‘free download’ high-ticket lead generation strategy.

See the results I got below:

While the leads were cheaper…I sent each lead an email campaign asking them to get a quote, and only 1 of them did.

So I had reduced the cost-per-lead from €100 down to €3.73 but increased the cost-per-qualified-lead to over €339!

I had to go back to the drawing board. I knew a lead magnet could help me get leads for cheaper than asking readers to ‘get a quote’ straight away. But I realised my lead magnet was failing to build enough trust for someone to go ahead and get an installation quote.

Read on for the next 3 changes I made.

They’re the exact things I did to go from the screenshot you saw above to the screenshot you see below.

The 3 Keys to Unlocking a High-Ticket Lead Generation Strategy that Can Scale Your Small Business

I wish high-ticket lead generation was as simple as saying ‘get a lead magnet’. But it doesn’t work this way. There are 3 important changes I made that let me get the following results:

17 leads for €100 (€5.88 each)

10 leads of those leads instantly requesting an installation quote (€10 per qualified lead)

Closing 70% of qualified leads (a cost-per-sale of €14)

To make it clear, my client was selling a service that costs between €8,000 to €20,000. We generated over €80,000 in revenue after spending just €100 in ads. For a small business and a very small market.

Are you seeing how powerful this high-ticket lead generation strategy is?

The section below gets a little deep into buyer psychology. You won’t read this stuff in any other high-ticket lead generation strategy on Google.

But if you want to avoid the trial-and-error involved in creating lead magnets and not closing any new business…

Then read carefully.

Key #1 – Find the Pain Point

Previously my Facebook Ads were not targeting any real problems my target readers faced – except ‘high energy bills’.

It’s a weak pain point.

The purpose of finding a pain point is to grab your reader’s attention. And not just their attention on an intellectual level. But to grab them on an emotional level.

If you can do this well then you’ll find more people click on the ‘see more’ hyperlink and read your ads.

For my 1st lead magnet just 2% of readers click ‘see more’.

But in my 2nd lead magnet almost 6% of readers clicked ‘see more’.

Here’s how I achieved it. I started trawling local forums and Facebook groups for painful issues related to electricity bills. I quickly found them. A lot of people were terrified of Europe entering another energy price crisis.

In the last crisis homeowners shared stories of lighting their home with candles, not washing clothes until Sunday, and still paying 5x higher bills than before. People went from €150 bills to €700 bills. They were now going from energy provider to energy provider trying to find the best long-term deal which could help them keep their bills low even if another crisis hit.

This is a pain point.

I changed my ad copy to be an informative read about energy experts predicting the next energy crisis. The ad then positioned a solar panel installation as a lasting solution to this big and scary problem.

Key #2 – Find the Big Domino

There’s a concept in marketing called the ‘big domino’.

Russell Brunson in his best-selling book Expert Secrets talks about the big domino being an idea that – if you can get your readers to believe it – will make your service irresistible. They’ll find it impossible not to invest.

I never really understood this.

And then suddenly I did.

While looking at Google and Facebook Reviews of people in my market who’d bought a solar installation I noticed something. A lot of them were either financial directors or had high-value investments in classic cars or stocks and insurance products. (Yes, I stalked their LinkedIN & Facebook profiles.)

Bingo!

These people believed in investing your money for long-term gain. If I could get them to believe that solar panels were actually an investment product…then it would make an installation irresistible.

Here’s how I did it…

I created an online calculator that showed you how much you could save on your electricity bills each year, what your annual return on investment was, and how quickly you could reach break even. In most cases the return was 20-40% and the break even was just 2-5 years.

Anyone seriously interested in investing would see a solar panel installation as a no-brainer. But of course, I’d only shown them a calculation. That’s why on the final page I offered them a chance to see a ‘real break even estimation’ and see the ‘real costs’ by getting a quote.

10 out of 17 people who used my solar calculator instantly asked for the quote.

Key #3 – Disqualify Everyone

This last point is the most controversial – but the most powerful.

Most marketers will tell you to improve your conversion rate as much as possible on your landing pages. I’m doing the opposite.

You can see in my screenshot that 270 people clicked on my link and just 17 completed the calculator. It’s a conversion rate of 6%. That’s terrible.

But this was because I forced people off the page. They could only continue if they owned their own home, owned their own roof, paid over €100 in electricity bills per month and had their latest electricity bill to hand (I asked for their exact consumption in kWh).

Why do this?

I’ll tell you why: as soon as I did this I started getting qualified leads for €10 each on Facebook Ads. Not just any old lead. But a lead who requested an installation quote, gave me their phone number, and gave me their latest electricity bill.

I didn’t do this just to save the sales manager from talking to unqualified leads.

I did it because I wanted the leads who completed the calculator to trust we know exactly what we’re talking about.

If they trust us, then they’re more likely to trust solar panels are a great investment. And if they trust solar panels are a great investment then they’ll trust us enough to ask us for a quote. And if they trust us enough to ask for a quote then they’ll trust the sales manager enough to let him come over for a site visit…and he’ll close 70% of the time.

Is the importance of trust making more sense now?

How to Create a High-Ticket Lead Generation Campaign for Your Business

Even if you understand how I generated €10 high-ticket leads using Facebook Ads, you’re still wondering.

What lead magnet would work for my business?

I’m not telling you that a calculator is better than a free eBook. In fact, the solar calculator only worked because it was finely tuned for a specific ideal customer in a specific market for a specific service.

If you install solar panels, I doubt it would even get you the same results for you as it did for us.

So what should you do?

The answer is simple: do whatever you can to build trust in your service before you generate a lead.

If you manage to automate this process to the point where leads feel ready to get a quote, book a call or phone you directly then you have a high-ticket lead generation strategy. And you can scale your whole business with it so long as your ideal customer and service stays the same.

Still confused?

I created a High-Converting Lead Magnet Blueprint which includes 25 of the most successful lead magnets in history. A calculator is just 1 of the 25 examples. And only 2 of the examples are for solar installers.

Just a 5-minute glance at these examples should give you the inspiration you need to create and implement a high-ticket lead generation in your strategy – and fast.

Click below to get the download!