How to Build a Repeatable Advertising System With Keagan O’Connell

Keagan O'Connell is the Co-founder of Lightningrowth, a digital marketing agency serving the home improvement industry. His company works with 45 leading home improvement businesses across the country, helping them scale profitable Meta advertising campaigns through video-driven marketing. Keagan specializes in creating strong advertising creative, testing what works, and developing repeatable systems for generating leads and improving marketing performance.

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

• [03:50] Why Keagan believes businesses shouldn't overcomplicate social media advertising and should start with strong creative.
• [05:10] The three essential components of an effective video ad: a strong hook, compelling body, and clear call to action.
• [07:25] How to work backward from your target cost of marketing to determine an appropriate advertising budget.
• [09:30] Common mistakes businesses make with Meta advertising, including sending prospects directly to a general website.
• [14:50] How to systematize creativity by taking winning ads and developing variations instead of constantly starting from scratch.

In this episode:

Great advertising doesn't require reinventing the wheel every week. Once you understand what works, the opportunity is to build a system for repeating and improving it.

In this episode, Adi Klevit interviews Keagan O'Connell about the systems behind successful social media advertising. Drawing on his experience working with home improvement companies, Keagan explains why creative is the foundation of a strong campaign. Rather than getting distracted by complicated targeting and optimization techniques, he recommends first creating an ad that captures attention, maintains interest, and gives the prospect a clear next step.

Keagan also explains how businesses can make smarter decisions about advertising budgets and lead generation. Instead of choosing an arbitrary monthly ad spend, he recommends starting with the company's acceptable cost of marketing and working backward through average ticket size, customer acquisition cost, appointment rates, and other conversion metrics. He also discusses why sending paid traffic directly to a general website can create unnecessary distractions and shares what his agency has learned from testing Meta lead forms against landing pages.

Most importantly, Adi and Keagan explore how creativity itself can become more systematic. Once an ad proves successful, businesses don't necessarily need an entirely new concept. They can create variations by changing elements such as the aspect ratio, background music, captions, or other components while preserving the core idea that already works. That approach turns marketing from a constant search for the next big idea into a repeatable process of testing, learning, and improving.

Resources mentioned in this episode:

• Adi Klevit on LinkedIn
• Business Success Consulting Group 
• Keagan O'Connell on LinkedIn
• Lightningrowth Website
• Dominic Caminata on LinkedIn
• "Close with Confidence: Systematizing Sales Success With Dom Caminata" on Systems Simplified 
• Briana Hetherington (Altruistic Advisory)
• "Why Systematizing Mindset, Values, and Exit Strategy Matters With Briana Hetherington" on Systems Simplified
• Upgrade Remodeling on LinkedIn

Quotable Moments:

• “I wouldn't overcomplicate social media advertising.”
• “Creative just means your image or video that you're actually running. That is going to dictate 80% of your results.”
• “If you don't have a good creative, then you're not going to be successful.”
• “It's better to make one channel work than try to hedge your bets across a smaller budget.”
• “There's a way to systemize creativity.”
• “Once you've done that hard work, that creative work to find a winning ad, milk it for everything it's got."

Action Steps:

1. Start with the creative. Before worrying about advanced targeting and optimization, make sure the ad itself is strong enough to capture attention.
2. Use a repeatable ad structure. Build creative around a strong hook, an engaging body, and a clear call to action.
3. Calculate your advertising budget backward. Start with your acceptable cost of marketing and customer acquisition target, then use conversion rates to determine what you can afford at each stage of the funnel.
4. Give prospects one clear next step. Avoid sending paid traffic somewhere with too many distractions. Create a direct path from the advertisement to the desired action.
5. Focus your budget. When resources are limited, concentrate spending on one proven channel rather than spreading a small budget across multiple platforms.
6. Iterate on what already works. Once you identify a winning ad, systematically test variations of its format, captions, music, aspect ratio, and other elements instead of immediately abandoning the concept for something completely new.

Sponsor for this episode:

This episode is brought to you by Business Success Consulting Group.

At Business Success Consulting Group, we create custom processes and tailor-made management systems so businesses can thrive.

Businesses simply can’t survive without workable systems and well-documented processes. That’s why our team of experienced professionals takes care of it for you.

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