Cold traffic does not convert on offer ads. You need a funnel.
Stage 1 - Lead Magnet Create a free PDF, checklist, calculator or audit that solves one painful problem in 10 minutes.
Stage 2 - Landing Page One CTA, one promise, one outcome. Aim for 25%+ conversion rate from cold traffic.
Stage 3 - Email Nurture 7-day automated sequence: deliver the lead magnet, share 3 case studies, invite to a call.
Stage 4 - Retargeting Meta retargeting to landing page visitors with testimonial-led video ads.
This is how you turn ad spend into pipeline.