In this episode of the Behind the Mindset podcast, Jared Goetz explains his "Hail Mary" method for rapidly scaling Facebook ad campaigns after a product has proven profitable. He first stresses the importance of solid groundwork—testing price points, landing pages, creatives, and audience data via the pixel—before attempting large‑scale spend. The core of the method is a simple rule‑based system that evaluates each ad set’s cost‑per‑acquisition (CPA) against a target CPA (e.g., $7) and a break‑even CPA (e.g., $15). Ad sets with CPA > $15 are killed, those between $7 and $15 are left untouched, and those ≤ $7 are duplicated multiple times. Goetz walks through a detailed numerical example, showing how duplicating three high‑performing ad sets each day can explode the number of active ad sets from 5 to over 1,000 within a week, driving spend from $50 to $10,000 while maintaining a similar ROAS. He cites real‑world results—scaling a store from $0 to $2 million in 60 days and other stores to $1 million in a single month—demonstrating the method’s effectiveness despite common skepticism about audience overlap in Facebook’s auction system. The episode concludes that the Hail Mary method is best applied after a product has accumulated roughly 100–200 purchases and is consistently profitable, serving as a high‑velocity scaling engine for e‑commerce advertisers.
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What's going on, guys? Welcome back to Behind the Mindset, episode 6. For those of you joining us today, you're in for a very special episode. Jared goes over the highly anticipated Facebook ads scaling method, the Hail Mary method. This method is fantastic when you find a winning product, how to take that product and scale it to the moon and make a lot of money. So sit back, relax, and enjoy the podcast.
Thanks for listening. What's going on, guys? So today I'm going to be talking about what I call the Hail Mary method. Now, this is something that I showed in the last video about how to scale ads. Um, this was actually the most exciting method and something that we've been using for years Now, even when I first started with this method a few years ago— so, yeah, there's a lot of skeptics to this method because when you're duplicating ad sets and they're the same exact audiences, according to Facebook's algorithm and the auction of ad space, those audiences would compete with each other in theory. But Facebook's weird and things don't always work like they should in theory. In fact, this method's worked the best for us. This is a method that I used to scale from $0 to $2 million in 60 days. This is the method that I scaled a store a few months ago from $0 to $1 million in one month, another store from $0 to $500,000 in one month, and this is the method we use when something is working really, really well and we want to go from spending a little bit to a lot while maintaining a ROAS the best we can. Now let me elaborate that this is not what you want to start doing right when you have one winning ad set. When you have a product that's doing well, first you need to test more variables. You need to make sure you got the price point right. You need to make sure that your landing page is good. You need to make sure that you got the right creatives working well. And then you need to optimize. You gotta find your best audiences. You know, you gotta get more sales through your pixel. You need to be able to find who's buying, which demographic is it. And as you get more sales, it'll start to work even better and better. And then when you get to a point where you have about 100 or 200 purchases and you're pretty profitable and you wanna scale, this is one scaling method that I suggest. Now there's a lot of other ways to scale. But this is the method that I use most to get really big numbers. So, moving on. We're gonna assume that we have a product that we're selling for $20. The cost of goods is $5. So that means that our break-even cost per acquisition, or CPA, would be $15 per purchase, right? Because if you spend $15 to acquire a customer and it costs you $5 for the product, that's $20. So you're breaking even if you spend $15 per purchase. In this example, with the Hail Mary method, we're looking for ad sets that have a target CPA of $7 per purchase. That's a very scalable amount of money to spend, because as you spend more, it's going to cost more. Maybe when you're spending a little bit, it costs you $7 per purchase. When you spend a lot, it may cost you $10 per purchase. But what's important is that you maintain profit as you move more volume, because If you're moving more volume and your overall profit isn't any larger, it's not worth scaling. So you got to always make sure that that additional volume, even though the margin is a little bit smaller, you gotta make sure that the additional volume makes you more profit overall. So here's how the method works. We have here 4 different campaigns. Our campaign structure is we always have one for PPE and then a different campaign for each product that we're testing. So let's go ahead and just say product number 2 is this right here. We're selling it for $20, our cost of goods are $5, breakeven CPA is $15, target CPA is $7. Now imagine we've already tested, we've already optimized, and we're ready to scale. This is how we do it. So here's different ad sets. So we have 5 ad sets. Remember, here our target CPA for killing or scaling is $7. So, if the CPA is $15, if it's between $15— let's go over here— if it's between $7 and $15, the rule is going to be you leave it alone. Don't touch. If it's greater than $15, kill, and if it's under 7, dupe. So these are simple rules. I'm going to show you how you can scale really quickly like this. So for the first row, getting a little more depth, let's say that ad set number 1 is a CPA of $20. Ad set number 2, let's say, is $12. Ad set number 3 we got a $4 CPA, that's our number 4. We have a $6 CPA, and that's that number 5. We have a $7 CPA. So out of here, based on our rules, the top one is more than $15, so we kill it. The second one is between $7 and $15, so we don't touch it. And the bottom 3 are actually either $7 or lower, so we're gonna scale those ones. So ad set number 2 comes over here. We don't touch it. This is the next day. So this is day 1, this is gonna be day 2. So day 2, we leave this one going, and then for ad set number 3, we're gonna duplicate it 5 times. Same thing for ad set number 4 and for ad set number 5. All right, so this is day 1. We killed ad set number 1, we kept ad set number 2, and we duplicated 3, 4, and 5. Now, since we duplicated each of these 3 times, that means that we have a total of 15 ad sets now the next day, right? Actually 16, because we have ad set number 2 as well. So this is day 1, this is day 2. So what's gonna happen in day 3? Let's use the example here that each of these ad sets are spending $10. $10 per ad set. That means day 1 we spent $10, $20, $30, $40, $50. So D1, $50 in spend. Now day 2, we have 16 ad sets at $10 each. Now day 2, we're spending $160 while maintaining a similar ROAS. And it gets really exciting going on day 3, 4, 5, 6, and so on. And this whiteboard is not going to be able to contain it. I would need a whiteboard the size of my entire living room to be able to show you, you know, at scale. But I'm going to just draw the best I can. So day 3, let's assume that 3 out of 5 ad sets all perform under $7 and 2 out of 5 don't. So we'll kill 2, scale 3. Kill 2, scale 3, kill 2, scale 3. So that means that we got 5 here, 5 ad sets, 5 here, 5 here, 5, 5, and 5, and then 5, 5, and 5. So now we got 5, 10, 15, 20, 25, 30, 35, 40, 45 ad sets all spending $10 each, that means by D3, day 3, equals $450 in spend, right? And these are all under $7 in cost per acquisition. Now let's go ahead and say day 4. Hypothetically, if all of these ad sets performed well, how many ad sets would we have to duplicate? Well, this would turn into 25. They would all turn into 25. Then 3 times 25, 3 times 25. So we have 75, 150, 225 ad sets now on day number 4. 220— 225 ad sets at $10 each. Is $2,250 on day number 4. Now we went from day number 1 spending $50 to day number 4 spending $2,250 with a similar ROAS because they're all performing at under $7 per purchase. Day 5, it gets even crazier. And again, if I was to get in real detail and use the actual examples and draw this all out, we would need a gigantic whiteboard much bigger than this one. But day 5, let's assume all the ad sets performed again and we want to scale, which has happened at some points, you know, sometimes like almost all them perform, we just keep duplicating like crazy. We would have here 125 plus 125 plus 125, and again here and here we'd have 3 times 125, 3 times 125, and And so that's 375 ad sets per year. So that's 375 times 3, which is over 1,000 ad sets. Let's just say we have 1,000 that are performing well. Now, day 5, we're spending $10,000
