“Turning Cold Traffic Into High-Ticket Buyers Through Paid Social With Jason Smith”

Jason Smith is the Owner and CEO of Spotlight Social Advertising, LLC, a company specializing in creating high-converting social media campaigns on platforms like Facebook and Instagram. Founded in 2016, the agency has grown to manage robust campaigns across various social media platforms, primarily focusing on e-commerce clients. Prior to his venture into digital marketing, Jason served as a Los Angeles police officer for 13 years.

Here’s a glimpse of what you’ll learn:

[3:10] Jason Smith explains how a Facebook-published case study with verified data showcased his agency’s real results
[5:43] Challenges and skepticism brands bring when approaching high-ticket Facebook ad campaigns
[06:47] Breaking the misconception that high-ticket offers can’t sell through Facebook ads
[10:09] Mapping out a full-funnel ad strategy using top, middle, and bottom funnel targeting
[11:16] Using personalized video messages at the bottom of the funnel to speak directly to hesitant buyers
[19:59] Biggest mistakes Jason sees during ad account audits
[24:14] What makes Facebook ad copy truly effective?
[31:20] Criteria Jason looks for in potential clients

In this episode…

Selling a high-ticket offer through social media ads might seem impossible, but it doesn’t have to be. What separates campaigns that convert from those that just burn cash?

According to Jason Smith, a seasoned paid social strategist, high-ticket offers can thrive with cold audiences if you build deep, customized funnels that mirror the buyer journey. He highlights how tailoring ad copy, creative, and targeting at every stage — from first impression to checkout — drives conversions, even for $10K products. This strategy, backed by a 91x ROAS case study, shows the power of full-funnel thinking. From top-of-funnel awareness to bottom-of-funnel urgency, each piece must speak directly to where the customer is in their decision process.

In this episode of the Truth About Social Ads, Jason Smith, Owner and CEO of Spotlight Social Advertising, is interviewed by Dr. Jeremy Weisz of Rise25 to discuss how to convert cold traffic into high-ticket buyers. Jason shares his multi-phase ad strategy, explains why personalization at each stage is critical, and reveals how to time scarcity and urgency. Jason also provides insights on spotting and fixing common funnel mistakes.

Resources mentioned in this episode

Quotable Moments

“It’s super important to have all the latest insights and information coming down the pipeline to run effective ads.”
“Most brands have been burned in one way or another by an agency that didn’t do a good job.”
“Facebook ad copy is unique because you only have a split second to stop somebody from scrolling.”
“If you have a good product that people want, we can help grow and scale your business.”
“You’re not speaking to them where they’re at in the interaction with the brand, you know.”

Action Steps

Customize ad messaging for each funnel stage: Tailoring content to where the customer is in their journey boosts engagement and conversions.
Segment audiences precisely in retargeting campaigns: Separating users by behavior ensures the right message reaches the right person at the right time.
Avoid reusing top-of-funnel copy in retargeting: Recycling messaging weakens relevance and leads to decreased ad performance and audience fatigue.
Manually split-test ad copy and creatives: Controlling variations rather than relying on platform automation produces more accurate and actionable performance insights.
Incorporate urgency in post-webinar retargeting: Strategically timed scarcity messaging significantly increases purchase rates, especially for high-ticket offers.

Sponsor for this episode

Spotlight Social Advertising is a results-driven digital marketing agency that helps businesses scale with powerful Facebook and Instagram advertising. Their expert team crafts highly targeted campaigns that attract the right audience, boost engagement, and drive real conversions.

Whether you’re a startup looking to build brand awareness or an established company aiming for higher ROI, Spotlight leverages data-backed strategies to maximize every ad dollar.

Ready to grow your business with expert social media advertising? Contact Spotlight Social Advertising today to get started.