Want to hear something wild? In November/December our agency was stuck at $30K/month profit. Not bad, but honestly, it felt like we were running in place. Then—almost overnight—we tripled our profit, hitting $100K in a single month. And no, it wasn’t some massive overhaul. It was just a few key changes. Today, I’m breaking down exactly what we did, why it worked, and how you can apply the same levers to your business. Here’s the truth: It's probably taken me 4 years to figure this out. I made every mistake—burned ad budgets, watched margins shrink, and spent too many late nights wondering why growth had stalled. Most agency owners never fix this. They keep grinding, hoping next month will be better, but nothing changes. If you don’t get this right, you could be leaving millions on the table. So, what actually changed? It wasn’t just one thing. It was a combination of 4 levers—all pulled at the right time. But one in particular had the biggest impact (I’ll reveal that in a sec). Let’s rewind to December. Historically, December is tough for lead gen—finance slows down, ad costs spike, and people are distracted. Our cost per lead shot up from $40 to $54. We did $170K in lead sales, but after ad costs, we were left with just $31K in profit—a 20.5% margin (our worst month in years). I started questioning everything: our offer, our traffic, even our niche. But I remembered January is usually a strong month. If we didn’t fix our CPL, though, we’d be staring at another mediocre month. So, I did something different: I went back to the data. I looked at every step of our funnel, every ad, every touch point. Where were we leaking money? Where were we losing leads? Where were competitors outperforming us? That’s when I noticed something: One of my students in the paid Skool community was quietly crushing it in finance using Heyflow funnels and custom event matching to send more data back to Meta. I was skeptical, but figured—what do we have to lose?