Business Theory #1: Scaling Paid Ads

Today we are going to talk about the theory of scaling our paid ad campaigns. Unfortunately, this is not going to go over campaign structure or how to make an ad or how to do media buying or how to do any of that. It's going to go over purely the theory and what you need to know on a strategy level if you intend to scale. Now, scaling your ad campaign in this example It doesn't really matter what dollar amount that you're starting at, because you're going to have to go through this process over and over as you grow. You're going to scale it up, unlikely or likely to hit a plateau. You're going to break through, you're going to scale it up and hit a plateau again. Very rare are your paid ads just going to go up exponentially. It's going to be more like a stepping stone. So this is going to be focused on scaling your ads in a typical standardized book a call funnel where you have your ad to your page with the VSL. There's an application. If they're qualified, they get to book a call. If they book a call, they're going to see the thank you page, receive the pre-call flow, receive the retargeting, receive the appointment setting. That sales call takes place and you either close it or you schedule a follow-up call. And then you can upsell them. That's really what we're going to be talking about here. It's not going to be how to scale a webinar funnel or how to scale a digital product, even though like lots of these, like theoretically it's going to be the same thing. So I think that when we are trying to scale our ads like this, we need to understand how it works, or else we're going to be more like playing at a casino than actually having a coherent scaling strategy. And scaling your ads is probably the most valuable thing you can do in terms of lead generation for your entire business, in terms of getting new sales and new customers. And scaling pretty much anything would go over this exact process, whether that's content, whether that's outreach, whether that's even scaling a sales team or a fulfillment team or whatever, but we're going to demonstrate it. On paid ads because that really is probably the best example in what we're wanting to do here. So first off, we need to understand something, and that something is that as spend increases, your results will go down. Results and spend. And we'll go over why that is, but a lot of people don't even understand this to begin with. And as such, we're not really setting ourselves up for a lot of success. Let's just keep very round numbers here. So the levels we're going to go over in this example are going to be $100 per day, $1,000 per day, $10,000 per day. And then $100,000 per day. If you are doing more than $100,000 per day, it's probably— you don't need this video anyway, but we're just going to keep it very, very simple. So spend always increases, or results always decrease as spend increases. And that means that if we want to get the same results from a cost per call or a customer acquisition cost, point of view, we actually have to constantly get better as we're scaling. The reason for this is when we're spending $100 a day in this example, realistically, that's not a lot of money. And realistically, with that $100 per day, Facebook can basically show that $100 of ad spend to the top 1% Candidates, the people who are in the 99th percentile for who would actually qualify and buy your service. So this ad spend is extremely efficient, so to speak. The— that is why that you always get the best results on the lowest ad spend. Like your results as terms of efficiency are never going to be better than when you're spending lower. Assuming you're actually getting any results to begin with, but stay with me. When we tried to make the jump from $100 a day to $1,000 per day in this example, that is a 10 times increase in ad spend, isn't it? In this example, when we have $1,000 to, you know, $100 to $1,000 per day, what's really happening if we don't know, is now instead of Facebook only showing it to the most qualified people, the people who are most likely to take action, it's showing to, in theory here, just to use round numbers, the top 10%. Now that's not necessarily bad, but we can probably all agree that the top 1% of people who are qualified are probably going to buy at a higher rate, click on the ad, apply, book a call, show to the call, and close on the call at a much higher rate than the top 10%, even though they're both, you know, 10%, there's still 90% below this. So in order to basically do this, so let's say in the first example, let's just say we got $100 per call at $100 per day. If we ran the exact same ads, If we didn't improve our cost per click, our click-through rate, our application rate, our show rate, our close rate at all, that $100 CPA might turn into something like $250 CPA when we scale here. So that means in this example, we got 1 call per day, but now in this example here, We might only get 4 calls per day if we didn't improve. So what happens here, and this is why your ads become less and less profitable as you go up the chain of scaling, so to speak. What's happened is we've 10 times the amount of ad spend, but we've only 4 times the amount of calls booked. This is just an example. It'll really look something like this, but it All depends, of course, this is just a theoretical video. So basically let's just say what happened here and let's put some real metrics. Let's just say we got $5 per call or per click, and we had a 5% book a call rate, right? That is with the most qualified people. Here we might get something like, you know, $7 per click and I'd have to do some math. So I don't— let's just go, let's just keep it easier math, $6.25 per click and a 4% call booked rate. Like that is a very real situation that will happen to you. So I have an agency who spent hundreds of thousands a day on ads at the very peak in season. For some of the offers. And there's a real example of, I was showing someone the ad account and they were making fun of me because they get like 6 to 1 return on ad spend of their ads. And we're getting like 1.5 at most, but what they don't understand and what I want to communicate to you is if I spent what they spent, my ads probably get like 30 to 40x return on ad spend at that level, just because my ads are so efficient. At a high spend. If they were at low spend, they would be much, much more profitable because again, they're targeting this top 1% of people. Let's go to the next one here. Let's go to the top, let's just say 25% of people. Let's say we're spending $10K a day. $10K. So what this might happen here. Is now, I don't want to exaggerate, but let's do something. We might get $1,000 CPA here instead, or cost per call. And that would be 10 calls. We might get something like, you know, what would that be? Something like $10,000. Math is very difficult, isn't it? You know, $10 cost per click or $10 cost per click and 1 in 1,000 at like 1% book a call rate, for example. Hopefully that math checks out. And as you go up, I don't— I think we get the picture here, but if you don't improve yourself, and we'll talk about what improving yourself means specifically. As you grow, you are really going to be very, very un— like less profitable and probably unprofitable. And no one's going to intentionally run ads that are unprofitable without some specific reason for a prolonged period of time. So like, basically this is what happens, and this is the visual representation of these plateaus. They come and say, Matt, I'm stuck at $100 per day and I can't scale because my cost per cost skyrockets and it's not profitable. And then they go to this one. And this is where I said it's kind of like the steps. So what do you do here? And there's like some specific things. When we're talking about scaling, like, what do we actually mean? Let's see. So definition of scaling. Ads. Scaling ads is the process of increasing advertising spend and volume while maintaining or improving profitability and efficiency. To me, you're going to want to maintain it by improving it. And what I mean there is like our goal in theory would be to maintain this $250 cost per call, but to do that, we would need to get our cost per click down with a better click-through rate and we'd get— need to get our Book a call rate up with, because you need to like maintain it, right? It's gone down 20%. This has increased 25%. And like, that is why we need to improve this. So there's two main ways, in my opinion, that we'll do this. Let's go over here. The first is what we're going to call horizontal scaling. And the other one is what we're going to call vertical scaling. So what is really happening here and why is it like going to less and less qualified audiences? Then if you, if we did this to the $100,000 a day mark, you know, maybe that would be the top 50%. And then if we did that to the top, you know, like you did $1 million a day in spend. That might just be everyone at that point. So let's just do that. Let's just do this and let's just do that. 'Cause it's important that we, let's just finish it off there. Again, these are very nice numbers as a theoretical example. So what's happening here is essentially Facebook is running out. Of people to show it to at, in like this efficiency level. Right. So it becomes less and less efficient over time. So to understand the horizontal scaling part, we need to first understand our ICP. And I actually want to go and go to another screen on here. So I can copy and paste a graphic of ICP here. So we need to first know and understand who our ICP is. So when we're scaling, this ICP will be like essentially who all of the spend is going to. And as we increase our budget, basically our spend is going to be going to people who are further and further and further away from our ICP. Our ICP basically stands for our ideal customer profile. Some people call it target market. Some people call it avatar. They're referencing the same thing here, but our ICP really is the 80% of our audience or our customer list. That has a certain batch of traits in common. There's always going to be outliers on the end, but if you look at your customer list, you can basically always see or always fit about 80% of them into certain buckets. So the different things that you could classify, and these are not an expansive list, but the location where they are, their age, their gender, their race, race in some cases, their industry that they're in, their revenue if they're a business or their household income if they're a consumer. If they're a business, the tech stack they use, and it could be consumer a little bit, their job title, their employee count, you name it. So for me, historically, my ICP has been male agency owners between 25 and 35 doing between $500K and $5 mil per year. Like that is my ICP. And if I was spending this $100 per day in this example, that is essentially where all of my ad spend would be going. To this. Again, is there any law or even policy, or am I preventing women from buying my product? No. Am I preventing people 24 and younger or 35 and older from joining my product or buying my product? No. Am I preventing any races? No, of course not. But most of them are white or I guess we'll say Arab or Asian, but not really anything preventing anybody from doing anything. I should put agency in here. Is there preventing anyone under $500K from joining? More so than the others, like they have to be able to afford it. And I don't— there's nothing that teaches you to get your first agency client, for example. And is there anything stopping from people over $5 million from joining? No, they just probably don't need me as much if they're already doing 5, 10, 20, 30 million. There's nothing stopping them, but that's not my ICP. And the reason that Facebook and Google and all these platforms are worth trillions is they are— have such a sophisticated algorithm that they can tell by the ads I write. They can tell by crawling my website. They can tell with everything. Like, they know that this is my ICP. In fact, they probably would know my ICP to even greater degree than I do in, in here. So what does that mean? So when I'm doing, when I'm doing $100 per day, essentially 100% of my budget is going to this ICP. And that for that reason, it's very efficient. You know, you're basically talking to the people who are most likely to buy. If I was going to go to, you know, the next part, what color did I put over there? This color. If I'm going to go to, you know, 1,000 a day, $100 worth, let's just say, is directly to my ICP. And then the other 900 in this case would go to Someone who is close to my ICP, but maybe not quite. Maybe we're going to put male and female now, age, you know, 18 to 45, just for example, doing, you know, $250K to $10M per year. Let's just say this is true because theoretically this is true. I'm not going to argue the details because who knows. As I go to $10,000 per day in spend, $100 is still going to my perfect ICP. $900 is still going to this ICP, but now I have another group. Maybe it's going to all genders, all age, all revenue, and as a result, it becomes less efficient. I'll do one more, but I think we get the point. As you go up to the 100K, 100K, it's going 100 original, you know, 900 secondary, you know, another 10K tertiary, and then my other 90K is probably at this point, just going to everyone. It's like, this is what happens as you scale. This is why your performance goes down a bit. So what do we do and how, how do we tie this back to horizontal scaling? So the, the people who see your ads and who Facebook shows them to is a function of basically your pixel, the data that gets sent back to Facebook based on historical people who converted, and then the messaging, the topic of which your ad or the main idea of your ad. And then third, the character or avatar in your ad. So in this case, I'm going to do a couple of things. I'm— first thing that I would always do is I would take my winning ad. So let's just say I'm the one in my ads. So who am I? My name is Matt. Of course, I'm 30 years old. I am a white. I am male. I speak English fluently. I am an agency owner myself. I can't really see that visually or demographic-wise, but you would know by the topic. I, what else am I? I'm in a revenue. If I'm speaking so confidently about it, I'm probably higher revenue. So what I would do is like, what I said here is my ideal like the most efficient spend is going to always go to people who are basically look like me. It's just one of the things. It's, it's going to deliver more frequently to those people. And those people are going to resonate with it more because I look like them. And whether modern society likes it or not, people like, trust, and click on ads of people who look like them more often. This plays— doesn't really play a big role until you get to some decent spend because your ads will just be very efficient towards this group. There's a finite number of people in this group. And if I only spent $1,000 a day, for example, I might never run out of people very similar to this demographic. Where I would like really need to do what I'm going to tell you here. If I was trying to scale, let's just say $10,000 per day or beyond, I would probably most, almost most definitely exhaust this. Like I could probably spend a thousand, couple thousand, maybe 3,000 a day on this, but eventually it's going to run out of people around 30 years old, white male who speak English. To send it to, and that's just a fact of life. So by horizontal scaling, what typically what I'm going to do is I'm going to take my winning ad or winning ads. I don't like that thing here, and I'm going to break it up. Age, gender, race, uh, accent, as long as it's not absolutely atrocious, but as long as it's understandable. What I'm going to do is I'm going to put, you know, some characters, or I'm going to like remake my ads essentially. And I'm going to hire actors or UGC creators, whatever terminology you want to use. And I'm going to remake my winning ads with as many different avatars as I possibly can. This will actually genuinely make Facebook show my ads to new audiences that it previously might not have. Male, female. We're not going to put anything other than that in here. And then we're going to put white, black. We'll go like Arab. We'll go like South Asian. So like Indian and Pakistani. We'll go to East Asian, like Chinese, Japanese. You can like, you can get so granular on here if you really wanted. Latino. If I'm forgetting any races, sorry here. And then accent, like perfect English. A little less than perfect. We'll just say, so as long as they can understand here. So think of it here. I'm going to remake my winning ads. Let's just say I have 5 winning ads, right? So let's go 5 winning ads, 1, 2, 3, 4, 5, 6. So 5 times 6 age ranges times 2 genders times at least 6 races. Times 2 levels of English. So what is that? 30, 60, 360. This is basically 720 new ads. So basically I'll have my winning ads in the ad account and now I'll have 720 new ads in the ad account so that if you can do math, what is that? 125 times or even more. 144 times. So I'm going to get all of these people to, I'm going to literally go through the effort and hire actors to remake my ads to be word for word, the exact same type of ad, the exact same script, the exact same editing, the exact same, you name it. But now I'm horizontally scaling across at least demographics. You could also go here and you could even make this insane. So instead of just agency owners as my callout, I could do accountants, I could do law, I could do SaaS, and there's just basically an infinite number of industries that you could times this by infinity and get infinity ads. So if I'm really genuinely trying to scale, this is the first step I would do. I would horizontally scale. Or maybe I would do horizontal and vertical simultaneously, but I would not ignore this, especially if my offer is mass market. To me, like, it's probably likely that the most profitable and efficient audience to sell my offer to are, you know, 30, 30-year-old white males who speak English, right? You could probably argue that You know, 65-year-old Asian ladies are probably not gonna buy my offer at the same efficiency as a 30-year-old white male. It's just how it is. And we can be realistic about that without getting mad. But especially if you sell a mass market offer like fitness coaching or insurance or lending or anything, right? This can do two things. It can open, like Facebook will start to deliver the ads to people that it never would have otherwise. And those people will click at a much higher rate because they now see someone who looks like them. It's very, very powerful stuff. And it's very, very easy to do this. And realistically, it's never been easier to do this with AI avatars. Even up until recently, you'd have to literally go and find you know, 144 different demographics here, combinations to go do this. But now it's very much, you can just largely remake your winning ads with AI avatars, which is very exciting stuff. The next thing we're going to do, and I'm going to move this over a little bit, is vertical scale. So horizontal is wide, like an inch deep and a mile wide. This is an inch wide and a mile deep. So we're going to talk about this. And then we're going to talk about lead scoring and pixel conditioning after. So time to do the vertical scaling, right? So the vertical scaling means we're going to look for and find different angles, different messaging variations. Within the same target market. So we're going to go back to my ICP here and we'll copy and paste this stuff over. So we don't have to keep scrolling back. We're going to take this over here. Can make this a little bit narrower. So basically now we're going to try to expand this $1,000 per day. Into $2,000, let's just say $2,000 per day now by finding more variations and more messaging angles inside this target market than we have before. So let's just say at $1,000 per day, we have those 5 ad angles that work, right? And let's just arbitrarily, but let's do a good job here. And let's say what these ad angles are. Maybe we have one, you know, scaling ads as an ad angle. The next one is stuck at a certain revenue range. Next one is no time to make content. The next one is stuck in operations. Next one is struggling with sales team. Like, let's say in this case, these are my 5 ad angles that worked. A lot of people at $1,000 a day in spend won't even have 5. They'll just have like 1, 2, maybe 3. So let's make it more realistic. Let's see, my ad angles are, I don't know, I can't basically find a closer or a sales rep that does a good job as me. I'm stuck at $300K a month. And then I'm also stuck at scaling ads. Like every time I increase my ad spend, you know, my performance dips in line with this video. So what we're going to do here is we're going to go over to our messaging thing here. We found our ICP, and now we're going to do a little bit of deep research because you can probably get to $1,000 or $2,000 per day. Just throw, like throwing darts at a board or throwing shit at the wall and finding out what will stick. But if we really want to get to real higher levels of ad spend, the $10,000, $100,000, $1 million per day, and I have done over $1 million per day, you know, for probably 100 cumulative days of my life. I don't do that every day. I don't want to lie or misrepresent, but we have. So we need to really get a big kind of good idea about who we are and what we want. So we need to do research to find the things that our target market, our ICP, likes and dislikes. And then we need to find out the language they use to describe that. So for example, off the top of my head, cuz I'm a big in insurance. We got to a certain level of ad spend with the ad angle, you know, save money on insurance, right? Because realistically, we thought that was a good ad angle and it's nothing wrong with it. Who wouldn't want to save their money on insurance? Right. But it wasn't really until we actually started reading Trustpilot reviews until we actually went on Reddit. Quora.com, using AI, just reading any, like anything whatsoever, doing actual research like a serious business would, that we found out that saving money wasn't even in the 15 most popular referenced things on Trustpilot, for example. So the other ones were like, you know, lowball offers. Other ones were, you know, long claims process. You know, the other ones are being ghosted. The other ones were like, we could really just go on here. State Farm Insurance reviews, for example, go in any, anything, but like just random denials. You know, our claims are denied. And then you could go in. This is what I mean. What we want to do here is we want to do this research and we want to basically find the language that they use instead of, oh, you want to save money on your car insurance? Are you sick of insurance companies that completely rip you off? You pay years of premiums and then when you actually need it, you can't even get the support. That you want, like you could just rip this concept right from Reginald's review here. And it would be probably 10 times more deep and resonating than save money on insurance in my example. So that's what I mean when we're going to go deeper here. So we're going to find their likes and dislikes, rip the exact same language that they use to describe it. You know, you can look at reviews and see their problems and the circumstances they face, and we're going to narrow it down to 25+ different ad angles. So basically we're vertically scaling, we're turning one, let's just say we're turning 3 ad angles because we have 3. And then we're turning that into the 3 original. As those are proven to work, it's fair enough. And that's, you can take my word for it that this is 25 different dots here. Now we have 25 different ad angles to attack the same audience with. The reason for that is in my agency example, right? There's going to be, although like they are in the correct ICP and this is my ICP, there'll always be people in that ICP who are not struggling to build a sales team. Maybe they just are good at that. They came from sales in their background and no problem. If that was my only ad angle, or even if, let's just say they, like, if someone doesn't struggle with building a sales team, someone doesn't struggle with scaling their ads and someone hasn't been stuck, my ads are not going to resonate with them whatsoever. We're basically ignoring all of that potential. But when we have 25+ different ad angles, 30+, 50+, however many that you can think of that are genuinely good, we don't need to invent stuff just for the sake of it. Your ads, let's say we had those, let's just say we had those 3 ad angles and let's just say in line with the other one, we had 5 each. That's 15 ads, but now we have 25 ads times 5 different variations. That's 125 without trying to do math here. Cause I don't want to embarrass myself substantially more, right? Between 7 and 8 times more. If I— yeah, just over 8 times more. And that is going to increase theoretically our target audience by 8x, probably even more in reality, because that's one situation where reality is probably more than theory. Or if we, you know, we had, let's say, 50 examples and 5. You know, now our audience is 250 units instead of 15. This is exactly what I mean by vertically scaling. And I said that you might do horizontal before, but you could realistically do either one of these before, but they're both important tools in the process. You can basically do which one's easier for you. To me, if I was doing a mass market offer, I'd probably start with horizontal. If I was doing a more specific high-ticket offer, probably go with Vertical, but both very good tools. I'm just writing a note for myself so I don't forget anything. The next thing we're going to talk about is lead scoring and pixel conditioning, because when we're— and let's go back to, let's actually drag and drop this thing here. Let's copy and paste this thing here. Because, you know, when we are doing this $100 per day, like those $100 per day are basically most likely going to someone who has a 100 and we're going to go, our lead scoring is going to be a scale of 1 to 100 here. So lead score, scale of 1 to 100 with 1 being the least qualified and 100 being the most qualified. We would do this lead scoring on a form. So let's just say the form has, you know, let's just say this many questions. So basically you might score them on revenue, you know, age range, gender, you know, whatever, it doesn't matter. But if let's just say they said, you know, let's just say their revenue was $0 to $10K. $10K to $50K, $50K to $100K, $100K to $250K, $250K plus, right? In this case, let's just say this would be a 0. This would probably be a 2. This would be a 4. This would be a 6. This would be an 8. Let's just say that's true. And you'd have a different combinations of forms, and that would be 100% specific to your business. On, you know, what the average, what the values are. And let's just say we cumulatively, it went on a scale of 0 to 100. Let's just say that you could realistically, you can make it this whatever you want, but let's just say that what we would do here is, you know, so the most efficient ones would be $100, but if we went to the, you know, $1,000 per day. Probably go to people who have like an 80 score. We'll just keep this round numbers to make it easy. And then $10K would go to people with a 60 score. $100K would be going to people with a 40 score. And this is all to illustrate the point. It's not going to be literally that simple and literally that round, but you get what I mean. So this is where the lead scoring and the pixel conditioning makes a big difference. Because as we are increasing our spend here, we're going to be getting more and more people in here. Remember, go back to my example. This, in my agency example, this 1% is 30-year-old white males who speak English. Um, we'll just say an example of, you know, something bad probably to buy an agency consulting offer, 65-year-old Asian woman, probably not a good, probably not a good quality of lead, right? But if we're going to spend more, naturally it's going to be pushed to broader and broader audiences. And this is going to happen more and more. So what we need to do is we need to have that lead scoring here. So lead scoring, and then we're going to only send the best data back to the pixel. So what we can do here is essentially, let's just say we only send data back to the pixel. Of people who have a lead score of 75% or 80% or higher. So what this is doing and how Facebook works is every time you get a conversion, it sends that data back to the pixel with all of their attributes that, you know, their date of birth, their gender, their phone number, their email, and then that matches them to a specific Facebook profile. Then how the algorithm works is it looks for similar profiles to its best of its abilities. And as you get bigger and bigger, these profiles get less and less similar in comparison to the original one. However, if we set up our Conversion API, our Conversion API, our CAPI, to only target people who have an 80 lead score or above in this hypothetical example, we're basically allowing ourselves to spend more, but we're still forcing Facebook to only count and only get data of the people that are generally more qualified. So what we're doing here is we're spending all of this. It is in theory, pushing to broader and broader audiences, but we're only telling Facebook about the people who are more qualified to convert as opposed to everyone. So that it still improves over and over time to go to the more qualified people. Let's just say the top 25%. This will make a huge difference over time, especially as you scale. But what you're going to need to do is you're going to need to come up with this scoring system. Hopefully, you know, like you should put time and effort into it. It has to make sense, but a lot of the time you're going to want to weight the revenue or household income higher. And then the age, pretty much a good one. Gender sometimes, but you're going to do whatever you have to do to lead score and then set up the Conversion API. So only the best stuff gets back. So that way, when you're vertically scaling, it doesn't matter as much. It always matters to some degree, but especially when you're horizontally scaling, this matters quite a bit. The next thing is the more, better, and new framework. Of Alex Hormozi, or just in general, more, better, new. So when you're scaling, the first step you should always take is more variations in vertical scaling, like always do more and more and more, or always do more and more advertisers or or avatars, not advertisers, kind of combine the word there, in horizontal scaling until that no longer works. But you can realistically just make more and more of these things and it, that will get you pretty far. That might get you to like from $1K to $10K at a pretty acceptable efficiency and cost per subscriber or cost per call or whatever the event is. But eventually that's not gonna work. Eventually you're gonna have to make better ads. And what does that mean? Because people, oh, you just need to make better ads, but there's lots of points in there. And if we go back to the overall funnel, like, what are the points? We could, sure, we could basically get a better CTR, you know, and we could get a better CTR by having a better hook, having a better body, you know, better scroll stopper, better CTA. Better editing, better sound quality. You name it. Those are possibilities. We could have a better application rate by having, you know, application rates or call rate. What can we do here? We could do better VSL, better LP structure, better copy. More proof, better design, better offer, always a big one. You know, less strict on form because remember, we can be less strict on form, not just letting anybody through, but less strict on form because our pixel conditioning is helping us in the backend. What else can we do? And like the application plus book a call, like we're just lump that in one. We could have a better show rate by having, you know, better thank you page with videos, faster appointment setting, better retargeting ads, better emails that we could have a better, you know, close rate. And how would we do that? You know, better close rate, you know, better intro, stronger presentation, better objection handling. Sorry, my writing's a bit unreadable. And better close technique. Like, these are all things that technically make your ads better. And especially in lead generation type ads, it's a bit different e-com, but in lead generation ads, your ad is like the beginning of the process versus in e-com, your ad, you know, they're either going to buy it or they're not, but here, like, you really need to do the rest. So all of those will make it better. And then eventually, so better, I'm just, we did that on, and then eventually if that's, you know, new, you're probably going to have to add a new funnel. So we started with the book a call funnel, book call, we could add an actual book funnel. Could add a DM funnel, could add a low-ticket offer funnel, could do a webinar funnel, a newsletter funnel, because everything will cap out in a real way at some point. But we can really do more with the vertical and the horizontal scaling at the start. Then we have to get better by doing that stuff we did here, but then eventually If we're at another plateau, we might as well start adding other funnels because other funnels work together with each other very effectively. If you have a book a call funnel and a webinar funnel, you can use that webinar to convert anybody who didn't book on the call. You have a newsletter funnel too, like they're on your newsletter and then they see your webinar, like good chance to convert them. Low ticket funnel, they might buy something low And then see, it's great. And then upsell, like there's lots of, but all in all, like this is the theory of scaling ads on a book a call funnel realistically. And there's a lot that goes into it, but those, that is the process. The first is more. So we want to scale horizontally and vertically, horizontally for mass market, vertically for high ticket. Then we want to do better by increasing our CTR with all these ways or increasing our application and book rate. And then our show rate and our close rate, and we can get pretty far doing that. But eventually if it maxes out, we probably have to add another funnel. So that is the theory of scaling paid ads. And I hope that was useful and I'll see you in the next lecture.