At Impactful Marketing, we’ve had the privilege of running Meta ads for clients at every stage of business—some just getting started, others generating six, seven, even eight figures in annual revenue.

And when people see the kinds of returns these clients are getting from their Meta ads—1000%+ ROAS, 6-figure profits, confident scaling into £10K–£30K+ campaigns—they often ask:

“What are they doing differently?”

Here’s the honest truth:

• It’s not selling low-ticket products.
  
• It’s not running ads straight to a cold sale.
  
• And it’s definitely not winging it.
  

The clients seeing the highest ROAS all have something in common:

They’ve built smart, long-game funnels—and that’s where the real results come from.

The Funnel Structure Behind High-Performing Meta Ads

Most top-performing ad campaigns follow a similar structure—one that prioritises value first, followed by trust, and finally, conversion.

Here’s what it usually looks like:

• Step 1: Start with something free and valuable
  This could be a webinar, a challenge, or a downloadable guide. It's designed to attract highly qualified leads and give them a reason to listen.
  
• Step 2: Introduce a mid-ticket offer (£1K–£2K)
  Often a course, program, or live event. The goal at this stage is usually to break even on ad spend—not necessarily profit just yet.
  
• Step 3: Offer a high-ticket product or service
  This could be a mastermind, group program, or done-for-you service—something that delivers major value and strong margins. And because the earlier stages of the funnel have already built trust, these offers convert far more easily.
  

This funnel works because it aligns with how people build trust and make buying decisions online.

Why Low-Ticket Offers Are Harder to Scale

We get it—low-ticket products can be tempting. They’re easy to promote, fast to sell, and often feel like a “low-risk” entry point.

But here’s the problem:

• Ad costs are rising
  
• Click-to-sale conversion rates vary widely
  
• Margins on low-ticket products are often razor-thin
  

Which means it’s increasingly difficult to profit from ads unless you have a strong, high-value back end in place.

With the right funnel structure, you can afford to:

• Pay more to acquire a lead
  
• Break even upfront
  
• Make profit on the back end
  

That’s how our 6, 7 & 8-figure clients scale sustainably—and profitably.

What You Need to Make This Work

If you want Meta ads to generate real returns, here’s what to focus on:

• A proven, valuable offer
  
• A well-structured funnel that nurtures before it sells
  
• A mid-ticket or high-ticket product with room for real ROI
  
• Patience and a strategy that goes beyond clicks and impressions
  

And of course, consistent testing and daily ad management. Because what worked last month may not work this month—and scaling successfully means staying close to the data.

Final Thought

The Meta ads that generate the highest returns aren’t the ones chasing quick wins.

They’re the ones built on a foundation of trust, value, and strategy.

Our most successful clients understand this. They’ve built funnels that do more than just sell—they nurture, educate, and convert in a way that sets them up for long-term growth.

That’s how they get 6- and 7-figure returns from their Meta ads—and why scaling becomes not just possible, but predictable.

Need a hand with your Meta Ads? Here’s some options:

Done For You – Discover how we can take over all of your Facebook Ads hands-free.

Done With You – Explore the ways we can work alongside you and your marketing team.

Free Video Training – Instant access Facebook Ads training.

Free Resources – Handy guides and downloadables.

Blogs – More blog posts like this with real stories of strategy and success.