---
title: "Four problems paid ads create"
description: "The steps for running a paid ad to cold strangers."
canonical: https://tomsharman.com/bookshelf/100m-leads/four-problems-paid-ads-create/
updated: 2026-11-03
---

# Four problems paid ads create

> The steps for running a paid ad to cold strangers.

Alex Hormozi's framework, from $100M Leads, pp. 191 to 219.

Framework 21 of 46 from [$100M Leads](https://tomsharman.com/bookshelf/100m-leads/index.md) by Alex Hormozi. Category: Paid ads.

## The steps

1. **Know where to advertise.** Pick a platform you use, can target, can format for and can afford.
2. **Get the right audience to see it.** Use lookalike audiences and basic filters.
3. **Make the best ad.** Call out, value and call to action.
4. **Get permission to contact them.** A landing page that matches the ad and captures contact details.

## Where it comes from

From chapter: #4 Run Paid Ads Part I: Making An Ad, pp. 191–219

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/four-problems-paid-ads-create.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/four-problems-paid-ads-create-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/four-problems-paid-ads-create.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/four-problems-paid-ads-create-dark.png