We just wrapped up an amazing session with The Ground Up Academy focused on ads. While I’ve been familiar with ads for years, closing my business for a few years felt like an eternity in a world that evolves so quickly. I needed a refresher, but more importantly, my students needed the foundation to understand how ads work today.

This morning, I glanced at my Shopify app. Zero sales—goose eggs. But I saw something else: 20 sessions. That’s traffic. The ad at the top of the funnel is working. Before I go any further, let me give a brief breakdown of funnels when it comes to ads.

What is a Funnel in Ads?

Think of a funnel in three parts: top, middle, and bottom.

    •    Top of the Funnel (TOFU): This is where you grab attention. It’s broad and focuses on making people aware of your brand or product. This is often where curiosity starts.

    •    Middle of the Funnel (MOFU): Here, you build interest and engagement. People have seen your brand or product and might want to learn more. Retargeting ads, testimonials, or content that educates them about your product work well here.

    •    Bottom of the Funnel (BOFU): This is where decisions are made. People are ready to buy, and your ads need to push them toward conversion.

At the top of my funnel, I created an ad for a product I believe has massive potential. It’s called Faith Got Me Living Risky by my brand Unapologetic. This design has performed well in the past, and it still stops people in their tracks today. It’s a bold statement, and that’s the point.

Alongside it, I ran a brand story ad—something that casts a wide net to educate people about who we are. The goal here was simple: grab attention with the shirt, pique curiosity with the story. Both ads were designed to get the wheels turning in the minds of people who had no idea we existed.

Patience and the Process

Once enough traffic runs through the top of the funnel, we move to a retargeting sequence. This might include a deeper dive into what the shirt means or even a video unpacking the story behind Faith Got Me Living Risky.One of the sayings I live by is, “I bet the bag on myself.” It’s about believing in what you’re doing so much that you’re willing to invest the money and time it takes to see it through.

This is where patience becomes critical. Sales are the byproduct of doing everything else right. The process takes time—time to run the ads, time to educate the audience, and time to refine the message.

From concept to conception, every product or brand idea needs thought. From the moment you’re creating a design, think about how the customer will see it and how you’ll present it. Will it stop them? Will it resonate?

When I saw those goose eggs this morning, I wasn’t discouraged. I know one day I’ll look at that app and see $10,000 in sales for the day—or $30,000. It’s coming.

Social media often pushes the narrative of quick wins and instant success. But the truth is, patience is the secret weapon. Learn to think through your processes and trust the journey.

God Bless The Entrepreneur