In the video, Justin, the founder of ATPadvertising.com, discusses the importance of creating a Facebook ad structure and funnel that can help businesses achieve significant revenue, such as $100,000 a month. He emphasizes the importance of focusing on ad creatives, which are becoming increasingly crucial, especially for e-commerce brands. Justin uses his own ad as an example, highlighting the need for congruency across the ad funnel to increase conversion rates. He explains that aligning the ad's messaging, persona, and market desires with the landing page and subsequent steps in the funnel is key to reducing costs per lead and customer acquisition costs. Justin also shares insights on creating effective ad copy and landing pages that resonate with the target audience, using specific examples from his campaigns. He stresses the importance of understanding the audience's awareness level and desires to craft messages that lead to high conversion rates, as demonstrated by his own campaign's 73% opt-in rate.