Jyll Saskin Gales (00:00)
This is PPC Zone, April 2026, e-commerce expansion. I'm your host, Jyll Saskin Gales. I use the pronouns she and her. I'm a Google Ads coach, ex-Googler, and the founder of the Inside Google Ads course, podcast, and book. I created PPC Zone in 2022 to elevate new perspectives and insights in our industry.
PPC Zone is proudly sponsored by Optmyzr, UserCentrics and TwoTrees PPC.
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First up in the zone is a Facebook and LinkedIn ad specialist with seven figures and Facebook ad spend under her belt. Today, she's here to share her perspective on how to scale beyond Facebook using story-based advertising on LinkedIn and TikTok. Please welcome Sarah Sal. It's a pleasure to be here and thank you for having me. So one day I got a threatening email from Facebook.
telling me to stop interfering in elections. The ads, they were ads about Photoshop course to the point where when I talked to the rep, I had to say, I don't know what country you're from, but during the election, do politicians talk about Photoshop, right? It's frustrating. I had another client that helped people treat insomnia.
And we were accused of running X-rated ad, nothing X-rated about it, and so me, I could assure you, but for three months, we could not run any ad and revenue took a dip, right? If you're hacked, Facebook ad support is like talking to the world, right? So you don't want to put all your, even if Facebook is good for you, even if metagenerating revenue, one, you don't want.
to put all your egg in one basket because for whatever stupid reason Facebook might ban you. And second, if you want to get more revenue, more client, one of the best way is to jump on your platform. Often in B2B, I tell client, why don't you try LinkedIn? And they tell me, do I look like I'm as rich as one of those two cats?
Do I need to sell my kidney or should I stop feeding my cat caviar and lobster? And it's no surprise. It's no surprise that people assume LinkedIn is extremely expensive because the average cost per click is $5.78. And I audited ad account in the United States where the cost per click was as high as $20. But it doesn't have to be that way if you do your work.
really well. This is a campaign, a webinar. I run and I was getting lead for $3.14. I repeat one more time. was getting not clicks, lead, as in people going to a landing page, giving us their email. And each one of those leads cost us $3.14. On 875 ad spend, we got 3.3 XRY.
So almost $3,000 on a course that costs between $400 and $700 just to show. You could have a good ROI on LinkedIn without selling a product that costs $100,000 to enterprise companies. In contrast, on Facebook, our cost per lead was as high as $21.
We got some sales, but the ROI was like around one X compared to LinkedIn of 3.3. I'm not saying LinkedIn is always better. Sometimes it is, sometimes it's not. I'm just saying, try both, right? And let the number tell you which one is or. So this is something interesting. If I go to Facebook interface and I say, give me the number of people who have a chief executive officer.
job title and who work at Apple, Google and Microsoft. 24,000. I didn't know that Microsoft had 24,000 SEO. It just showed that targeting, B2B targeting on Facebook is not as good as LinkedIn. And actually I have a funny story. I think this was like maybe 15 years ago when people would run follower campaigns on Facebook to get more people to like the page. And the client's like, hey, let's target
ECU, thinking that my god, the ECU of a big company would follow me. And when I checked the profile of some of the people who liked the page, the job title was CEO at Lovemaking. I don't think that's the type of CEO he had in mind. So LinkedIn is clearly superior when it comes to B2B targeting. You have something on Facebook called interest targeting, right? There is a university
where they got very famous viral for having the police pepper spray people into their iron face. And then they hired a search engine optimization agency trying to remove. So each time people type their name that they don't appear in the first result. And this article went viral on Facebook, right? So now you interacted with this post Facebook said, Hey, you're interested in the topic of search engine optimization, even if you couldn't care less just because you interacted with that piece of
content talking about SEO, it just show how Facebook interest targeting is not that exact. Here is a loophole or here's a secret to get good results from LinkedIn. To have good results, you need high CTR. Average CTR is around 0.5, but if you see here, 2.3, we're almost five times higher than the average CTR. My secret storytelling.
Don't go to AI and ask, AI, please write me 100 ads. When everybody is using AI, what makes you stand out is your unique story, unique perspective, the unique story of your client that other people cannot replicate because it's unique for you. And storytelling is one of the most powerful way of capturing people's attention. Same thing, this is an ad for telemedicine. And you see here, 6.2 CTR, like, oh, way, like,
12 times the average. Again, I use storytelling. mean, for the story, this is Tiffany. She used to work as a nurse practitioner and everyone at the clinic is like, hey, I wanna see Tiffany. I wanna see Tiffany. I wanna see Tiffany. That she generated $1 million of revenue for the clinic. And at the end of her workday, she was forced to work five hour of overtime, right? And when she asked her...
tiny increase in her salary, they laughed in her face and she said, I felt so insulted, I left, right? There is some drama, drama like this attract people. This is how I got like 4.5 XRY on a high ticket course regarding telemedicine. Tiktok is another one. I got like 0.32 leads to a lead magnet. You see here, we got like 462 leads, 0.30T British spends, so maybe half a dollar per lead.
Not too bad. And here's a story. Actually, there is a parrot. And this is a real story. He used to speak English with a British accent, disappeared, came back speaking Spanish. And then I tell the story and I say, how does that help you to tell in Spanish? We turn it into a TikTok ad. The thing about TikTok, people hate being sold to, but they love listening to a story. And once you gave them a story,
It's easier to sell to them at the end, so I'm just going to show you what the video looked like. Parrots obviously know a thing or two about learning Spanish. In California, missing parrot, which returned to its owner after four years speaking Spanish. The discovery happened when a vet found this missing parrot and used a microchip to track the parrot down to its original owner. But instead of speaking English, the parrot was now speaking Spanish, saying things like, soy de Panamá and que paso instead of English. The parrot's method was simple.
He just kept repeating words and phrases that he heard often from his new owner, daily words and phrases. And sure enough, after a while he was speaking Spanish. For you to do phrases that come with free... And then of course at the end you have a call to action. And this was an ad that not only got view, it got click, it got opt-in and it got sales for the course, right? It just shows how powerful storytelling is. And then finally, there's only so much I could say in seven minutes. If you want to learn more...
about how to get crazy ROI with your ad, whether it's LinkedIn, whether it's Facebook, whether it's TikTok, using storytelling. I have a free book for you that I show how I got 1,280 % ROI by using storytelling. Just scan the QR code or go to the URL in front of you and you could get the book for free. You could replicate exactly what I did. You don't even need to thank me.
Yeah, it was a pleasure to be here and I'm looking forward to everybody's questions and answers later today. Thank you so much, Sarah, for sharing your unique perspective and insights with us in the Zone. I learned a lot and I had some good laughs here as well as I'm sure our audience did from your storytelling. If you'd like to connect with Sarah Sal, you can find her on LinkedIn.
Our next event will be in June, 2026. If you would like to apply to speak at an upcoming event, you can do so on our website at ppc.zone. Thank you one more time to our sponsors, Usercentrics, optmyzr, and two trees PPC for supporting our mission to elevate new perspectives and insights in our industry.
You can learn more about Optmyzr at ai.ppc.zone. You can learn more about UserCentrics at consent.ppc.zone. Those are both affiliate links. And you can learn more about TwoTrees PPC at twotreesppc.com. I'm your host, Jyll Saskin Gales. Be sure to follow me on LinkedIn and or subscribe to my YouTube channel so you don't miss future PPC Zone events. I look forward to seeing you next time.
in the zone.