Episode Overview
Podcast: Win With Paid Ads
Host: Ashley Brock
Episode #: 117
Title: How One Funnel Fix Took Joe Hoye From a 5% Conversion Rate to 27% Almost Overnight
Date: April 30, 2026
In this episode, Ashley Brock sits down with Joe Hoye, Chief Revenue Officer at the Nutritional Coaching Institute (NCI) and founder of the new accounts receivable automation company, Chase Flow. The conversation revolves around the transformative results Joe experienced after a single "VIP day" with Ashley’s team—specifically, how funnel tweaks and strategic ad changes catapulted NCI’s front-end conversion rate from 5% to 27% and order bump conversions from 20% to a staggering 67%. They dive deep into actionable, advanced ad strategies, funnel optimization, and how the skills Joe gained are being leveraged in his new SaaS business.
Key Discussion Points & Insights
How the Partnership Began (00:47–03:43)
- Background: Joe describes meeting Ashley via Zoom after a referral. The fit was immediate, and he and his business partner Jason invested in Ashley’s top-tier program without hesitation.
- Prior Ad Experience: Joe had prior (unsuccessful) D-I-Y experience and negative results with agencies, echoing a common frustration among entrepreneurs.
- Ashley on Investment Mindset: “The most successful people, if you’re gonna do something, but you don't exemplify that… I want to coach you, but now I don't need to coach…that just makes no sense.” [03:20]
The Pre-VIP Day Situation – Where the Funnel Started (04:41–05:41)
- Joe’s Numbers-Driven Approach: Before Ashley’s program, NCI’s funnel conversion rates were:
- 5% front-end
- 20% order bump
- 20% upsell
“Numbers tell the story for me.” – Joe, [04:58]
- Watching Ashley’s training alone doubled these metrics before the VIP day.
Ashley & Joe’s VIP Day: What Changed? (09:01–16:06)
Main Funnel Changes:
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Audience Testing & Targeting
- Joe learned to broaden and not just stick to title-based targeting (e.g., “health coaches”)—instead, layering in interests and creating multiple lookalike audiences (1%, 3%, 5%), sometimes with surprising results (e.g., “Sprouts” + “Gucci” performing unexpectedly well).
“In theory… a 1% lookalike would always perform better. Totally. Because it makes logical sense, not how that works.” – Ashley, [06:20]
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Clarity in Messaging & Congruence
- Addressed mismatches between ad and landing page (e.g., advertising $1 offer, landing page offered $0)
- Simplified and renamed offers for clearer messaging
“If you have one moment of confusion, they're like, wait, they're trying to get me.” – Ashley, [11:07]
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Sales Page Simplification
- Drastically shortened landing pages (“cut in half”), inspired by user data from Microsoft Clarity heat mapping.
- Removed unnecessary sections based on real user behavior—every reduction improved conversion.
“I thought that long landing pages were the way to go…you’re like, Joe, half of this is not necessary. Cut it out—instantly our conversion rate jumped.” – Joe, [11:50]
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Authority-Building Videos
- Created short, authority-establishing sales videos for each funnel page.
- Focused on credibility in the first 10 seconds.
“Put credibility everywhere…The first couple seconds of a VSL is huge.” – Joe, [13:44]
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Order Form Copy & Button Call-to-Actions
- Shortened lengthy order bump copy to two sentences.
- Made all CTAs clear, consistent, and shorter (“Get This” vs. unwieldy phrases).
“It was a massive novel chunk of text…we knocked it down to like two sentences.” – Joe, [14:40]
Results: Astounding Funnel Performance (16:09–18:19)
- Key Metrics:
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Front-end conversion: 5% → 27%
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Order bump: 20% → 67%
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Upsell: 20% → 50%
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For every $1,000 spent, revenue increased from $91 to $997—nearly breakeven before even counting high-ticket backend sales.
“For every thousand dollars we spend now, we make 997.” – Joe, [17:40]
Beyond NCI: Applying the Win-With-Ads Mindset to Chase Flow (19:12–24:49)
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Chase Flow Overview:
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An accounts receivable automation for freelancers, agencies, and any B2B business—no charges until funds are collected (2.5% fee).
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Automated escalation: email → SMS → AI phone calls → letters → collections.
-
91% of invoices paid within 7 days, vs. 54% industry average.
“I built an entire accounts receivable automation software…we only get paid when we successfully collect cash.” – Joe, [19:19]
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Innovative Uses of Ads:
-
Used paid ads not just for leads, but to grow team, partners, and expand B2B by targeting bookkeepers, CPAs, and business coaches.
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Offers partners a revenue share.
“I’m finding people that have my end users… So if a bookkeeper signs up and refers 50 people that are invoicing, he keeps 1% of every dollar collected and I keep 1.5%.” – Joe, [23:21]
-
Campaigns:
- Static image ads converted at $108 per call, with a 100% close rate.
Takeaways on Implementation & Mindset (24:21–26:49)
- Implementation = Results:
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Joe credited rapid, fearless implementation as a key difference-maker.
-
Ashley underscored the importance of choosing qualified clients who “trust the process.”
“We paid you for a reason, right? I don't understand why somebody would not invest…and then just take action fast.” – Joe, [24:40]
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“There's so many times where somebody invests in something and it feels like they're looking for a reason to disprove it. I'm like, will you just trust this for a second or so?” – Ashley, [24:49]
Notable Quotes & Memorable Moments
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On Testing & Targeting:
- “The theory…of, just target and let meta figure it out…is helpful. But then you actually don't know…And if you do, you don't know how to scale it.” – Ashley, [08:09]
- “When you really dial in on that, like, Sprouts and Gucci, you can just drop your CPL and your cost per acquisition so much.” – Joe, [09:01]
-
On Sales Page Length:
- “Meanwhile, everybody else sucks also.” – Joe, [12:36]
- “Sometimes people just don't want you to know. Yes. I've seen that—the more entrepreneurs I work with at higher revenue, they're like, ‘What is actually working?’” – Ashley, [12:39]
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On Copy:
- “Say what you need to say and nothing more. No extra filler words, no fancy stuff.” – Joe, [15:10]
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On Results:
- “...for every $1,000 we spent, we used to make like $91. Now, for every $1,000 we spend now, we make $997.” – Joe, [17:36]
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On Mindset:
- “I love, selfishly, getting to see people...go from hesitant...Of course, cool. You can do this and you don't have to hate ads—you love them now.” – Ashley, [26:45]
Timestamps for Key Segments
- 00:47–03:43: How Joe & Ashley connected, investing mindset, experience with agencies
- 04:41–05:41: Original funnel stats and impact of basic training before VIP day
- 09:01–16:06: Specific VIP day changes to audiences, messaging, and funnels
- 16:09–18:19: Immediate, dramatic uplift in funnel performance metrics
- 19:12–21:58: Introduction and structure of Chase Flow—automation & results
- 22:51–24:49: Using paid ads for partnerships, not just leads; B2B strategy with revenue sharing
- 24:21–26:49: Mindset, implementation speed, advice for entrepreneurs
Final Thoughts
This episode is a masterclass in the real-world impact of data-driven experimentation, funnel clarity, congruence, and the power of decisive action. Joe’s journey illustrates how expert tweaks, mindset, and rapid implementation can turn a “meh” funnel into an industry-leading conversion engine. His ability to transfer these skills to launch and scale a new SaaS venture—using paid ads for both end-users and partners—demonstrates the versatility of Ashley’s paid ads and funnel frameworks.
Where to Find More:
- Chase Flow (for invoicing or partnerships)
- Nutritional Coaching Institute (NCI)
- Joe on Instagram: @JoeBestLife
Host’s Parting Words:
“You’re a rainmaker and I’m so proud to get to work with you, and you’re killing it.” – Ashley, [27:34]
Perfect episode for:
Entrepreneurs who want to maximize the ROI of their ad spend, learn the real reasons why a funnel works or doesn’t—and gain inspiration to test, simplify, and implement at speed.