When you start spending small, ROAS looks like equity in a tiny business: Owning 20% of a grape doesn’t mean much. As you scale, efficiency (ROAS) comes down. But volume goes way up: Owning 10% of a watermelon is worth way more than 20% of a grape. That’s how media buying works at scale: You trade perfect efficiency for bigger absolute outcomes. A 5x ROAS on $1k spend (the grape) is cute. A quick $4k in profit. A 3x ROAS on $100k spend (an orange) is where it starts to get fun. A nice $200k in profit. A 2x ROAS on $1,000,000 in spend (a watermelon)... a million in profit. ROAS doesn't matter without the context of scale.

Most people treat their survey/app form like an afterthought. They ask lazy questions like: “Why are you interested in this program?” “Are you financially qualified?” Their sales team is stuck with broke, unqualified leads wasting everyone’s time. How to Fix It (Real Levers): 1️⃣ Reframe Questions for Clarity Instead of open text, use “Select All That Apply” style questions with outcomes tied to your offer. Ex: “Which of these outcomes would impact you most right now?” → Options should match your program’s benefits. 2️⃣ Use Conditional Logic Route strong leads directly to scheduling. Redirect weaker leads to a nurture path (like a training or podcast). Saves your sales team from wasting calls. 3️⃣ Tag & Track Qualified Leads Only Fire a pixel/CRM event only on good apps. That way Meta learns who the right buyers are, not just anyone who clicks submit. 4️⃣ Score Your Apps Assign weights to answers (budget, urgency, role, etc.). Anyone below a threshold doesn’t make it through to a call. One client doubled their close rate in 14 days just by tightening their survey flow... no new ads, no new funnel. What’s one survey/application question you’ve used that actually filters hard and works? Drop it below so we can build a list of proven qualifiers together.

Everyone says Advantage Plus = broad targeting… but after spending $500K+ across 3 seven-figure accounts, I can tell you that’s not actually the case. What I found: - Advantage Plus hits your existing following first before touching cold traffic. - Personal pages with big followings get lower CPMs but crazy high frequency. - If you want real broad targeting, you’ve got to exclude warm audiences. I walk through the proof, the tests, and what to do about it here 👇🎥 Curious... has anyone else noticed their Advantage Plus campaigns racking up high frequency way faster than expected?