Hey there, me again. Hope you liked the last edition of the PALO report. Keeping up with this every week isn’t easy so the goal is to get at least 2 monthly until we get into a rhythm. Also, I’m not going to be talking about anything FCC and 1-1, that topic is the deadest of dead horses by now. It’s essentially glue at this point. Hope you enjoy!

💰️ If you don’t want to read and just discover the secret to success, click here.

🤘 Our 2025 Approach to Media Buying

We’re taking our media buying efforts seriously for 2025 at PALO and I thought I could share some insight into how we plan on structuring our media buying strategies and plans for what we believe should be a very successful year.

🐐 Notes from GOAT’s

I asked some of the bigger players in the marketing space what they believe 2025 will look like and here’s a recap of what they said.

• Carlos Corona: 2025 is going to be all about working smarter, not harder, with AI driving growth and scalability for businesses that want to stay ahead. In marketing, pay-per-call and hyper-targeted campaigns will take the lead, completely reshaping how brands connect and convert.

• David Quiec: 2025 will be a renaissance for inbound calls. (man of many words)

• Zack Bloom: Consumer-initiated inbound calls will continue to provide the safest and highest-quality media for customer acquisition in 2025. That said, with the FCC’s 1:1 consent ruling taking effect, we’ll finally see a long—and I mean LONG—overdue cleanup in the lead generation space, improving ROI for brands and trust for consumers. Bonus Prediction: Anthony Paluzzi and Palo Media will achieve level 11 status!

• Stan Pavlovsky: Market panic will lead to a shrinking of the major players in the usual verticals. 2025 will see compliant calls go up with better overall CPAs and better LTVs leading to higher profits for those that tough it out.

• Anthony Paluzzi 😉: We’re going to continue to see more ownership in the funnel by the best marketers. Using call centers for their inbound calls to further qualify and build more relationships with users. The media buyers will begin to hold more power and provide even more value. It’s no longer just a transactional relationship between marketers and buyers.

🔍️ Some Ad Insights from PALO

Right now, one of our bigger verticals for internal media buying is motor vehicle accidents on Facebook. We’ve been operating here for quite a while, and it has FOR SURE had its ups and downs, but we’re beginning to see things normalize more.

Our approach to creating ads has been to be more voice-over and b-roll focused rather than a spokesperson approach talking to the camera. We’ve also seen so many ads that lead with the promise of money or flaunting checks. We’ve avoided this angle for two reasons: one, it is a super grey area in terms of what you can or cannot promise when it comes to the outcomes of certain cases. Two, it also brings in a low-quality potential claimant who may only be interested in getting a check and doesn't meet the qualifications of a strong personal injury case. For us, we want to lead with value and truth when it comes to the angles as it creates a more compensable case for the firm and a better experience for the user. It is harder to make these angles work, but it pays off in the long run.

The next iterations of ad angles we are looking to create will be more focused on storytelling. Users may not understand the process or how hiring an attorney works, so we want to address that through basic storytelling in the ad. What's nice about this approach is that storytelling allows us to mention aspects like compensation without misleading the user; it's not the main attraction but rather factual information about a particular case handled by one of our attorney clients. This way, we can eliminate the mystery of what hiring an attorney entails while also showing that there can be a financial reward in the end. The approach will also be very genuine, featuring humans (not just AI) speaking to the camera and providing real insight rather than relying solely on b-roll footage. Users want real info from real people, so we’re adopting that approach across the board. The green screen filter on TikTok makes it so friggin easy to record a quick and easy video that doesn’t look bad at all.

Current Metrics from Facebook Ads (As of 1/24/25)

• CPM: Sub $75

• CPC: $5.75

• CTR: 1.4%

• Average CPL: $91

• Current ROI: We’re breaking even as we are now rolling out our new angles and letting the META algorithm learn.

🛠️ Tools We’re Using

🤖 HeyGen: we're not trying to complicate things when it comes to creating ads and where prioritizing speed over perfection when it comes to getting ads live. With this, we've begun simply filming ourselves for our ads and if we need to add B roll or replace our face with an AI-generated face if we don't want to be all over the interwebs, then this tool helps us accomplish that as well.

🐶 Ocho: This tool is one of the backbones to our systems. It lets us run our lead gen side of the business and route leads based upon ping post or simple post and also solves our 1-1 consent needs by automatically inserting the buyer name into our disclaimers based upon who we’ll send the lead to. It’s also really affordable for unlimited leads.

📧 Instantly: We still do cold outreach to bring on new clients at times and this tool has made that super simple with the email process and also the identification of the right people. We found this through Lead Gen Jay’s YouTube channel and its been working great so far. Check out the guide here: https://www.youtube.com/watch?v=nXr5BIJ0vu0&pp=ygUWbGVhZCBnZW4gamF5IGluc3RhbnRseQ%3D%3D

If you need an introduction or for us to point you in the right direction, just email me at [email protected], and I’d be happy to do so.

🧠 Is Creativity Slowly Dying?

The tweet below really got me thinking about creativity.

I think about when I was most creative and discovering more things/ideas/angles, and it was often just being alone, in front of a whiteboard, literally just thinking. No agenda, no list on paper, just empty space.

Now, I have a library full of podcasts, YouTube interviews, and articles, and it is beginning to be so much that it distracts my brain’s natural ability to flex its creative muscles. On top of this, AI has been used in a way to outsource creativity when, IMO, it should only be helping automate the tasks that are insignificant enough that it’s simply pressing buttons for you. AI ads are the new normal and content seems to not even sound good anymore. You can’t really feel the person writing in a lot of copy.

I’m beginning to take time, often a full week of no content from podcasts, etc. Not that they aren’t valuable, but I use them to spark creativity, not be the full fire. I’m seeing that random ideas come to me more easily now rather than having to hunt them down. This is especially becoming more true when it comes to our ad creation processes now.

Maybe take a few days or a week to just give yourself the freedom to think and not have content consistently cloud what your creative side does best …create.

🎵 What I’m Listening Too

📼 Content We’re Loving

🔴 My First Million - Such simple and great content when it comes to entrepreneurship.

🔴 Justice Team Network - This podcast focuses in the law industry and they highlight some of the bigger firms and players that are successful in the space. This allows you to have insight into the law firm growth side and how it operates.

🔴 Strategic Coach - This is a great channel and packed with so much valueable content on how to run a company, plain and simple. I’ve seen so many other podcasts mention Dan Sullivan as their coach and how they’ve gotten to where they are because of this org.

🖊️ Closing Remarks

I hope you’re having a profitable and prosperous week and here’s to more ahead!

~Anthony Paluzzi