Say Your Minimum Everywhere: How to Stop Getting Leads Below Your Minimum

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This guide was written by people who run advisor ad campaigns every week. Alex Khassa reviewed it before it went live. We check every number against its source, cut any claim we cannot back up, and check the wording against SEC and FINRA ad rules. We update it when Meta or the rules change.

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Key Takeaways

Say your minimum in the ad, on the video page and on the booking page. In the ad, put it early, right after the hook.

A lot of viewers will drop off when you state a minimum. That’s fine. Most people don’t have it.

Meta shows your ads to people like the ones who keep watching and book. Say your minimum, and those people tend to be qualified.

Your minimum is not your average. With a $500,000 minimum, the average person who books has about $1.5 million.

Ask for investable assets on the booking page, in ranges, and tell people plainly when you can’t help below the minimum.

Where Should You Say Your Minimum?
Won't Stating a Minimum Cost You Viewers?
Why Does the Algorithm Care About Your Minimum?
Your Minimum Is Not Your Average
What Does the Booking Page Ask?
The Minimum Has to Match the Message

One of the most common reasons advisors' Meta ads don't work is that the leads are below the firm's minimum. If you have a $500,000 minimum and you're getting $100,000 leads, that's not ideal.

So what do you do? Very easy. You call out your minimum in every part of the funnel: in the ad itself, on the video page and on the booking page. And you make it very clear.

Where Should You Say Your Minimum?

Everywhere: in the ad, on the video page, on the booking page, at every step.

In the ad, it goes near the beginning. In most cases, early on we say: if you have more than X, watch this video. In one of our ads, the qualification comes about 12 seconds in, right after the hook. The ad names the age and the savings level it's for, then offers the video.

Then it's on the video page, and again on the booking page. Every step says your minimum. We customize the campaign based on your actual minimum. For one client it's $500,000. For others it's $1 million, or $2 million.

Won't Stating a Minimum Cost You Viewers?

Yes, a lot of people drop off, and that's fine.

You're going to have a lot of attrition, because most people don't have X. Attrition is not an issue.

Let's say I'm 28 and come across a video for people 55 and older. I'm probably not going to watch it. If I'm 56, I'm more likely to. If I have less than the minimum and see the video, I think, okay, this is for rich people, that's not for me. If I have more than that, I pay attention.

Why Does the Algorithm Care About Your Minimum?

Because the way people interact with the video tells Meta who to show it to.

The algorithm is measuring every little detail. It notices how long people stay and who watches, and it shows your campaigns to more of the people who engage with your videos. If you put the qualification at the beginning of the video, the people who finish watching it are more likely to actually be qualified, and Meta learns from them.

It also learns from the actual appointments and conversions that come through the funnel. That's why your booking tool needs to redirect to a confirmation page. Calendly, ScheduleOnce, whatever tool you use, as long as it lets you redirect to a different page. Some tools don't allow that, but most do. On that page, a Meta pixel sends data back to the algorithm: this video got us an appointment, get us more appointments.

People often ask about the special ad category. We don't see any issues with it in 2026, and we run most of our clients' ads through it. You just have to tell the algorithm, and the people responding to the video, who the video is for.

Your Minimum Is Not Your Average

We can adjust the minimum to your firm. Some firms only work with prospects who have more than $500,000. Others only want prospects with more than $1.5 million. Some have a minimum of $250,000, some $750,000, some $2 million. You just need to be very clear about it.

And your minimum is not your average. We find the average person who books has about three times the minimum. If I have a $500,000 minimum in the ad, the average person who books an appointment is going to have about $1.5 million. If I have a $1 million minimum, the average person is going to have about $2.5 million. So the minimum is roughly a third of the average.

More benchmarks for every step of the funnel are in what good looks like.

What Does the Booking Page Ask?

How much they currently have in investable assets, in ranges, with a plain note that below the minimum you can't help.

The booking page has a minimum and qualifying questions. One of the questions goes like this: our retirement strategies work best for people who have more than a certain amount. If you don't meet that threshold, you may be unable to book a consultation. How much do you currently have in investable assets?

Then we give them ranges. Under $500,000: please don't book, we can't help at this level. Then the ranges above that, up to $1 million plus.

The intro call checks it again. One of the first things the person on the call asks is what they've saved for retirement, and if they're above the threshold, they move forward. That call is covered in the 15-minute intro call that saves your advisors 25 hours a month.

The Minimum Has to Match the Message

Take an ad that opens with a question: is a million dollars enough? If I have $100,000, I'm probably not going to watch that video. If I have a million dollars, I'm more curious. There's nothing implied for sale, so I'm going to watch it. Asking a question is a great way to start any marketing message.

But you really want to make sure the message in the video aligns 100% with the services you offer. When someone else controls your message and gets paid per appointment, they're pushed to run the most aggressive marketing they can, which may not match what you actually offer.

So say your minimum in the ad, on the video page and on the booking page, in your own videos. How those pieces fit together is in why your ad can't ask for the booking. And leads below your minimum are one of the six reasons your Meta ads didn't work.

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How long until we see results?

First appointments typically hit the calendar within the first 1–2 weeks after launch. Month one is optimization. Month two is when things stabilize and become predictable.

What’s the time commitment from our team?

2–3 hours of video recording every 3–6 months. That’s it. We handle everything else.

How does compliance work?

We’ve worked with over 250 financial firms and their compliance teams. We know what gets approved under Special Ad Category restrictions. We build compliant from the start and coordinate directly with your team.

What’s the investment?

Total marketing budget starts at $17,500 per month and ranges up to $120,000 depending on your goals, ad spend included. Engagements run on a 12 month minimum.

Do you guarantee results?

No. And you should be skeptical of any agency that does. Guarantees in this space are a red flag. They sell you a feeling, not a strategy. What we offer is a proven methodology, a team that has managed over $12 million in Meta ad spend for financial firms, and a track record of $60B+ in AUM pipeline generated across 250+ firms. The firms that follow our methodology and commit to the process see results. That's why we're selective about who we work with.

How is this different from other agencies?

Most agencies try to do everything — Google, email, social, websites — and they’re mediocre at all of it. We only do Meta Ads for financial firms. We’ve spent over $12 million in this exact channel under Special Ad Category restrictions. We know what works because it’s all we do.

What if we already have a marketing team or agency?

Good. Most of our clients do. We’re not replacing your marketing person or your agency. We’re adding the one capability they probably don’t have: Meta Ads at scale with branded video for financial services under Special Ad Category. We plug in alongside whatever else you’re running.

Do you do Google Ads, SEO, or websites?

No. We do Meta Ads. That’s our entire focus. If you need those other services, we’re happy to recommend partners, but that’s not what we do.

How do I get started?

Click the button below to apply. If it’s a fit, we’ll schedule a strategy session to walkthrough timelines, pricing, and how AUM OS would work for your firm.