The Five-Campaign Google Ads Plan to Hit $1M in 60 Days

If I had to do 1 million with Google Ads in the next 60 days, this is exactly how I would do it. So, in today's video, I will show you the exact principles and steps you need to do in order to achieve 1 million within 60 days with Google Ads. And it really doesn't matter if you do Google Ads drop shipping or you run Google Ads for your e-com brand. Like the same principles, the same patterns, the same techniques, the same hacks, the same everything applies to you if you want to scale on Google Ads. And the next 60 days are not just some random 60 days.

It's actually the golden period of the year, Q4. And in the next 60 days, we have the biggest sales days of the year. So, it's time to listen and then crush it and then cash in this Q4. Because last Black Friday, we crushed it for our

clients. We had 100k days. We had 200k days. We had multiple record days for multiple clients compared to their previous Black Friday. And none of that is luck. None of that is luck. It's all about preparation and the interesting part is that most of it starts right now. Why? Even a couple of weeks ago already where we started with the Black Friday preparation. Dialing everything in. What offer? What market? What time frame? How? When ? Why? Everything. And then Black Friday is just execution. So, without further ado, let's get it. I know there's one more thing. It really doesn't matter if you watch this in Q4, Q3, Q2 , Q1, whatever.

Like the same principles apply throughout the year. So, if you're watching this and you think to yourself, "Damn, Q4 is already over. It's too late. I can skip this video. Don't worry." The same principles apply throughout the year. So, this is not a solely exclusive Black Friday

video. All right? Let's get it now. So, the first and most important thing for you to understand if you want to crush this 1 million goal is that everything we talk about here is about numbers, right? The goal itself, 1 million, is a number. And you have to understand with Google Ads, everything is a number scheme. So, that might sound quite complicated first, but to break it down very simply, in the end, you want to do more of the things that are working, and you want to do less of the things that are not working. So, you might think to yourself now like, "Okay, Chris, that's brilliant.

Who would have thought in the first place about this, right?" But, sometimes it's very important to adopt a very simple frame of mind because there's so many in the end, and people tend to overcomplicate it, right? And having a simple framework like that really helps to keep the focus on the main things, the things that matter, the things that actually drive revenue, right? So, again, you want to focus on the things that matter, that drive revenue. So, obviously, that includes multiple variables like product testing, conversion rate optimization, AOV optimization, creative angles, literally everything, right? But, that's why it's so important to understand this is a number scheme.

So, it means you have to test a lot. And what that means in terms of it being a number scheme, especially in Google Ads drop shipping, you have to understand when you test a lot of product, thousands of products even, that the 1 million goal, you will not achieve it because all these thousands of products contribute to it, right? In the end, and it's always very simple, and in general,

right? Everything that works , typically, you will see the 80/20 principle apply more or less. So, even with your products, only a small fraction of your products, typically even less than 20%, contribute to a big portion of your overall revenue and profit. So, what that means for Google Ads drop shipping specifically, you want to identify those winners, you want to test a lot, you want to get more of those winners, but at the same time, you want to avoid wasting on the other portion, right? So , you want to test a lot, but at the same time, you need to test efficiently, you need to test quick, you need to test in a way that's very effective so you can identify winners quickly, and again, not wasting too much on the rest, right?

Because if when you develop a lot of winners, but at the same time you have a lot of wasters, a lot of zombies in the feed, then in the end it will hurt your profit margin, and the ROAS will just be too low. So, in order to achieve

exactly that, testing a lot of winners, identifying a lot of winners, but keeping things efficient at the same time, you need the right campaign structure for it, especially at scale, right? Because in the beginning, it's very simple, right? You typically start with one campaign, feed only, that's about it, and that's fine, right? Because if you have low budget levels, that's cool. So, we have this main campaign, which is basically PMax, typically feed only, right? PMax feed only, and it has all products. That's it. You start very simply, right? But, down the line, when we grow , we add multiple campaigns now that you definitely need to have, right?

They're all like different splits you can have for different options, categories, variations, whatever, but what I will show you here is like the most essential splits, right? So, we start with that, but very early on, that's something we do very early on for clients, even when the budget is quite low, what we do is excluding the wasters from this campaign, right ? So, it's basically a PMax that contains all your products at all times, excluding the wasters. So, basically a catch-all campaign, it's like a huge campaign, it's typically always the biggest campaign in your account, and it runs on all the products, it has all the data, it's your day-one campaign, you just exclude the wasters, right?

And of course, you can have different criteria for what is a waster for you. For some, it might be 50 euro ad spend [ROAS target removed]. For some, it might be double that. It obviously depends on the niche, your profit margin, your cost of goods, etc., right ? So, you can identify that for yourself, doesn't matter, it's not that complicated. Basically, a waster is any product that wastes money, right? We had the 80/20 principle before. It eats the budget, it doesn't contribute to achieve your 1 million goal. So, that's campaign number one. Campaign

number two, we have the main campaign. We exclude the wasters already. Typically, what we want to do now, we want to still have a campaign for those wasters. And you might think now like, "Dude, that's crazy. Like, did we not just say these products suck? They contribute to lower profit margin. We want to get rid of them, right?" No. We want to exclude them from the main campaign, but typically not every waster is bad. Let me explain. Because sometimes you can have a waster that spends a lot of money, brings in a lot of volume, but ROAS is simply too low. So, you still need to take care of it, but honestly it's a product that sells a lot, right?

So, you don't want to like completely remove it. And a lot of people do that wrong. They completely remove it. They completely draft it. But if it's a product that's genuinely working, that's genuinely selling, bringing a lot of revenue to your store, you want to figure out first, how can I improve it? How can I optimize it? How can I control it? So, I still get most out of it without killing it completely, right? Super important. So, what we have is And typically, we use standard shopping for that because it's a small campaign with very small budget. Both by the way on maximize conversion value, target ROAS, doesn't really matter.

Standard shopping for the wasters. So, it's a very small campaign. Basically, instead of removing the wasters completely , we isolate them first in a small campaign, especially for those wasters where we are like we don't want to exclude them yet. We want to give them give them a chance. And they can develop in this campaign because this campaign is just a small portion of your total budget. Depending a little bit on the situation. And it depends on your waster criteria as well, right? But like this is never above 5 to 10 %of your total budget, right? So, most of the budget is in this campaign .

With 10%you already have like really aggressive waster criteria, right? And campaign

number three, and campaign number three is absolutely crucial as well. Campaign number three is your winners campaign. So, this can either be standard shopping or PMax. For we always use standard shopping for the other Swirl, but nowadays I like to stick a little bit more to the PMax for that, but to be honest, both is actually pretty effective. But, we changed our label structure a little bit lately . We actually launched a a really, really effective, very dynamic labelizer which helps us support this campaign structure that I will show you here right now. We built it for the agency with our clients. It's quite advanced.

It's really dynamic, but it also changed the way a little bit on how we structure the whole label thing, and that's why I like to stick to to PMax more because I have a lot of scalability with that campaign, all right? Either way, PMax or standard shopping, both typically very effective. Don't overthink it. Both is fine. So, what does it mean? So, in that campaign, we make sure the winners have an extra campaign, the potential products. Potential products is basically products that are winning, they have sales, they have good ROAS, but not a lot of volume yet. So, they are not real verified winners yet, but they have the potential.

So, basically, what we want to do with those two segments, we want to put it in a separate campaign, so we can control it because the downside with this huge campaign, that will always be one of your biggest campaign is it's pretty big. You have a lot of products, you just exclude the wasters, but it can go in every direction, right? So, you lack control sometimes. You lack control in terms of performance, you lack control on where the spend goes, and so on. Because we keep it very simple, you don't have a lot of segmentation here with this main PMax. You can, of course, but we typically don't do it because it's more of a catch-all campaign.

So, in order to exercise that level of control I need, especially for winners and potentials because I want to make sure, hey, I have enough budget here. I can push it. I can push for volume, and I can control the ROAS here. I need a separate campaign . This is obviously not a campaign structure you do right at the beginning, like we said in the beginning, you just focus on on level one. Right? So you can see that like video game levels. Like the more budget you have, the more you scale, the more you unlock of these campaigns I will show you here. Right? So you start with that, then you have the wasters, and then when you have enough winners and you scale up a little bit and it makes sense to have a separate campaign for them in the first place, then you add this campaign.

Then you develop a campaign structure as you grow. You don't start with that in the beginning. And then we have two more campaigns I want to show you. They're a little bit less relevant, but as you grow, it makes sense as well. So those three are absolute core, absolute essential, right? And then number four,

same principle, can be PMax or standard shopping, PMax, standard shopping, and you do it for the zombie products , for the sleepers, however you want to call them. And that makes a lot of sense if you want to scale to those numbers, if you want to hit the 1 million revenue goal, because at a certain level of scale, you need to have that in place as well. Goes back to the 80/20 principle I showed you before, so we want to push the existing winners, we want to exclude the the wasters we have in place already. But now we also need to make sure we develop new winners at all times.

You can never rely on your existing winners . It always changes. There's so many factors. A competitor can copy-paste your product, underprice you, seasonality change, and then your winner suddenly doesn't perform that well anymore. There are so many variables. So you can never be comfortable. You can never rely on just one winner. There There are so many so many aspects . Even algorithmic changes, like Google pushes an update and it affects a winner. So many things, literally. So what we want to do is these are typically products, zombies, sleepers that don't get a lot of budget . They are basically dead. It's basically like a graveyard in your account, right?

Especially if it has a lot of products and you have so many of them. Like we said, 80/20 principle again. Typically, only a couple of them perform in the first place, but only a couple of them typically get spent even, right? But that's quite a shame because if they never get spent in the first place , you didn't test them properly. How do you know is this a winner? Is this a potential winner maybe? Is that a waste or like you don't know, right? If it spent the majority of the budget here and only breadcrumbs on the rest, like how do you know? So basically the goal of this campaign is to give a certain testing budget similar to this campaign, typically quite quite low.

Can be anything between 10 and 20%depending on your aggressiveness, on how much you want to test, on how much products you upload and test on the daily weekly basis in the first place, but it's a relatively small campaign, right ? So you just want to test test test, identify new winners. And last but not least, and that's

definitely less relevant, but if you start to scale up the spend and you develop a more serious store, it makes sense as well for brand protection and to make sure people find your store and it's easy for them to buy there. It's a search brand campaign. We typically launch it right at the beginning, but at the beginning it's not that relevant. Again, you scale up, you make more moves, people start to look for your brand, competitors might bid on your brand, so you want to protect yourself. You want to make sure you're up there if people look for your brand. So it's a very simple search campaign, nothing too crazy, simple ad copy, just your brand as exact match as a keyword.

So if somebody looks for your brand, you show up there. Ideally you show up there with your shopping ads, with your search brand below, and then competitors can do whatever they want, like you you're up there, right? And that helps increase conversion rate as well . Even if you're up there organically, because now you're up there organically with shopping ads and search ads, and that helps, like there's studies on that that helps to increase conversion rate, just because you're omnipresent, right? It's more difficult for competitors to get into the auction and and steal your customers because you can set up that campaign in a way where it's very cheap to buy clicks, right?

So a search brand campaign is typically very efficient and you don't really have to worry about it like, "Oh, do I waste money bidding on my own brand? Those people find me anyway." I Who cares? It's a couple of cents for that, right? And it just makes sense. It just makes sense. Just do it. Don't overthink it. And yeah, that's pretty much it. So, these five campaigns, they are absolutely essential. Like, we have that in every account that scales. Literally every account. Everything above that, like like I said, you can always have more campaigns based on product segmentation , based on of course different markets as well.

You can have Demand Gen, YouTube, all of that. But this is the absolute core. Like, that's what you need in order to hit the 1 million revenue number score. Everything else is is more or less optional, right? It might have its place. Maybe not, but that's the core. That's the core on shopping. And just to clarify, because I think it's super important, why did I show you this like

whole campaign structure thing, right? A lot of people always tell me like, "Yo, Chris, I don't even need all of this. I just have one campaign, super high spend, and I'm crushing it." And that might be true, right? That's absolutely true. Like, it's possible . You can have one campaign, all products, no split, and it will still It can still work well. Why? Because in the end it's all about the offer, right? Like, what you do in the ads, that's like the the top of the pyramid. It's a super important part, especially when you start to to scale to bigger numbers, but it's just It's just one variable of of the whole thing, right?

If you have a great offer, great website, people love what they see, and they buy, you can crush it with one campaign, right? Let's not overcomplicate it . But, and that's what a lot of people overlook, I can tell you a story even of how I did media buying back in the days when these label structures weren't even that. And I myself was running these campaigns, right? And it was just like one big campaign. ROAS was great, client was happy , everything is fine. And like I said, people come to me and they tell me sometimes, "Yo, Chris, I just run one campaign, it works." But when that's your campaign, what do you do if it doesn't work anymore?

What do you do if ROAS suddenly drops and it's just going downhill? If you have to scale back and it's still going

down, I have one member in my Skool community, I actually have to reply to her still, but she reached out to me today. She was doing 60K days. Oh, no, not 60K days, but 60K in a month. So, it's not a crazy store, but it's not bad, right? And she told me it pretty much went back to zero. That's a huge dip, right? That's crazy. But obviously, like she doesn't even know why, right? And again, I will get back to her still. I will figure it out. But whatever I can guarantee you already, besides the fact that she doesn't even know what's the relevant factor that contributed to this loss, to this downtrend, I can tell you she probably has a very very simple campaign structure.

Even too simple for 60K a month. Because that's not even too bad, right? That's around 2K in revenue a day, so you get a couple of orders each day. It makes sense to have a certain split in place. So, the problem is, what do you do with this campaign if it's not working? You have everything in one place, you have no split, you have no control, you give everything to Google, and if it doesn't work, you just watch and see it bleed, right ? And that's the reason why you have a campaign structure in place. That makes sense. Because then you can split it up in different segments, right?

Like we said, we have the winners, we have the zombies , we have the wasters, we have the casual campaign, and then I can decide, okay, this part is bleeding, I scale down. This part is working , I increase it. This part is right, but I need higher ROAS, and I increase the the target ROAS, right? So, basically , the whole point of every kind of campaign split you have in the account, whatever it is, it's about control, and that's the only thing . It's about control, so I can push more winners, develop more winners, scale them effectively, control the wasters. That's pretty much it because if you don't have that, then you might end up like this from 60k to zero.

And you don't even know why, right? Because everything is in one bucket and you have to pray to Google, "Please, please give me good performance." By the way, before we continue with all of that, also check out our Skool. We dropped the link in the description. We are [1,700+] members at this point and growing quickly. In there, you'll also find all the necessary SOPs that really go into detail about all of these things I'm talking about today. Scaling SOPs, Black Friday SOPs, how to implement those labels. Also like your own label as a script. If you don't have one yet, you will find all of that in the Skool.

Check it out. See it for yourself and see you there then. Then you can also ask me and my team any questions that you have. All right, we basically covered the foundation. That's what you focus on in the first two , three weeks. Testing products, finding the right winning products, implementing the right campaign structure, getting some data, getting out of the learning phase, starting to scale . But now, we're talking about some serious numbers, right? So, week two, three , we need to think

a couple of steps further. So, what matters now and the main underlying growth engine in the stage, at all stages, in the beginning, but especially in that stage, if you want to hit the 1 million revenue goal, it's all about the offer. So, two things we discuss here right now. First of all, the offer. What is an offer? So, when people hear offer, they often just think about I've surprise. But it's not just the price. It's everything that you basically present to your customer. It's your product, right? What type of product, what type of like variant, size, color. Is it desirable like your product in general?

Your price, obviously, but everything else that's included. Guarantee, shipping times, everything that goes into the decision-making of your potential customer that makes them decide, "Okay, this is a great offer. I want to buy this." It's not just about price. It's not just about discounts and everything . So, you really need to think this through. Basically, again, to break it down super simple, two things we want to focus on. And I like this mental framework because it really helps you focus on the right things. What do I need to focus on to increase the attractiveness of my offer? You can also like check Homosi's um offer framework basically, right?

Increase perceived value, increase guarantees, remove friction, all of that. But, that's basically what you want to focus on, right? How can I make my offer more attractive? How can I remove anxiety ? How can I make it frictionless? How can I remove everything that could potentially like push them away from a purchase, right? If you focus on that and not just I have this product and I have this price, like literally every single variable. And you double down on this, you double down on everything that could block it. And then, you will slowly see conversion rate increase, AOV increase, right? Talking about SOPs before, we also have in the Skool our conversion design master classes and SOPs that help with that as well.

But, obviously, at its core, it's also about product and pricing, right? Like, let's not overcomplicate it as well. Those two things are super interesting. If you have a shitty product with shitty product image and a price that's not competitive, like it cannot work, right? So, that that's kind of like the basis of things, of course. Obviously , depending on the niche, like luxury marketing, for example, completely different story. But, those two things those two things matter in building, crafting a great offer, right? You always want to start with that. Don't don't focus on all these thousands of variables that go into that or could go into that.

Break it down simply first, and then then go more into detail. Just because I cut it short here, don't underestimate that part. Like, talking about numbers game and all the stuff we talked about today, offer is one of the most important, Testing different products, testing different offers, always like testing what works best, doubling down on what's working, cutting what's not working. It's all about the offer, especially in the beginning stages. I have a lot of people reaching out to me and they are like, "Oh, Chris, I'm at 2-300 revenue a day right now, like super low level space. And they are like,"Oh, my media buyer, I don't think he's doing a great job."But you have to understand like in that early stages, besides the fact that you might not even need a media buyer yet, if you prefer one, great, like nothing nothing against it, it's fine.

The media buying is not your main main leverage in that that early stages . It's all about these basics that we discussed before. Doubling down on what's working, cutting everything that doesn't work, making sure you don't have wasted spend accumulated. And then you will naturally progress to the higher stages where the media buying, the advanced campaign structure and everything we discussed before, makes a little bit more sense. All

right, the second relevant aspect we want to talk about today that's important for you at this stage where you are breaking out of this early stages and you're starting to scale, is the back end side of things. So, back end as well, same thing, right? That's something where we can talk about for days. It deserves its own video, its own course even , right? Like there's so many things that go into it. But again, I want to keep it simple as well, just give you a couple of examples. I will start with a story from last year where one of my clients almost up like Friday because of a very very foolish mistake.

We saw it quickly. And since then it's standard practice for us in the agency. We always let clients know about it as well. But it was a very like simple thing where you don't even think about it and it doesn't even have much to do with back end. It's more of an organizational foundational thing, but you have to consider those things if you want to scale to those numbers if you want to make sure everything runs stable. So, this client of mine almost up like Friday, like I said, because he didn't have that back up payment method in the account. And on Black Friday, for whatever reason, because we scaled to numbers, because whatever, I don't even remember the exact reason anymore, but his main card failed.

So, I think it was like 11:00 a.m., something like that, in the morning. We saw it super quickly. But his card suddenly failed. And imagine now you don't have a backup card, or you don't even see that your card is failing, and the ads are not running on Black Friday. But even if you spot it immediately, and you fix it directly, and it was just down for 1 to 2 hours, that can be enough to cause turbulences, you know, especially on Black Friday. You are suddenly down for 2 hours , and then you want to go back into it immediately when everything is super competitive, can really hurt your performance.

And that's a simple example, right? Like obviously back end includes a lot of things. Supplier, the same thing. A lot of my clients meet up with their suppliers in China right now. You don't have to go to China directly. Obviously, it's nice to meet up in person , discuss everything, right? Terms, conditions, delivery times, are you able to ship on that volume. But once you start to scale, you will also want to talk to your supplier, make sure you have great relationships in place with them, especially now before Black Friday, but also when you start to push out bigger numbers, multiple stores, different types of products.

You want to be prepared, and it's not just about pricing. It's not just about getting the best discount. It's also, okay, can you handle this volume? Can you handle it during Black Friday specifically? What changes with shipping times, etc. So, these are like just two examples , right? Like I said, we're not going too much into detail, but the bigger the numbers get, the more important it is for you to really have a solid foundation. Cash flow, also. If you don't plan for that, and suddenly you spend a couple of thousands a day on your ads, because you scaled to those numbers, it's a whole different story compared to oh, you're just starting out, and your ads are running with 50 euro budget, 100 euro budget a day.

You might spend 5,000, 10,000, 20,000 a day now. So, it's a whole different story, and you need to be well prepared. You need to have a solid foundation in place. It's not not even about back end. It's about the foundation in the ad account, in your finances, with your supplier, logistics, delivery times, the whole thing, right? Everything needs to be bulletproof. Because if that's not the case, and trust me, like I have a lot of clients where it's not the case, and you have constant issues left and right, then you have stop and go situations where they have to stop the ads, they have to kind of like gather themselves, or like they overlooked something, they didn't look at the cash flow, then the ads are down for 2 3 days, then they run it up again, and it's like constant back and forth , right?

And it's you basically running circles. And it's like super super confusing, and it hurts the algorithm as well. Instead of, you know, going a straight line up up up, and you continue to scale. All right, now at this point we are a couple of weeks in into our 60-day plan

to scale to 1 million with Google Ads. And you might think,"Okay, now Chris, now comes the most difficult part."But no, you're wrong. Completely wrong. Because you can see it like a pyramid, actually. And that's a very exciting thing for you, Let me draw this messy pyramid. Oh, H would hate me for this pyramid. Like, what the hell? Anyway, what do I want to show with this pyramid? What I want to show is that the most important work, the groundwork, the foundation, what we talked about, actually happens in the early days, right? Week 1 to 2. That's what matters in these early budget stages, getting everything right.

And then you scale up slowly. And now we're in this stage where we just doubling down on the offer, implementing the campaign structure with discipline, sticking to it. And then you scale further up, and this last aspect, whatever I want to draw here. And even though in this stage we spend the most money, and it's the most critical, and biggest amount of revenue and potentially profit and a lot of issues as well, it's the easiest part. Because again, all of this work needs to happen in the lower stages to even get up there in these higher segments. And obviously, don't get me wrong, right? This is not the end .

There is much more above this and 1 million in 60 days, that's by far not the end goal or the end level. And if you want to go to the bigger stages, it's a whole different game with its own complexities, problems you're you're facing, and all kinds of issues, right? So, don't get me wrong, it's not not easy. With the structure showed today, reaching 1 million with Google Ads with multiple stores, having the discipline of implementing the structure, testing a lot of products, testing them the right way to actually achieve this in the first place, then yes, this last part here, in our case, it's the easy part because you just need to double down on what I already showed you, but it's the most difficult and a lot of people struggle with that because it requires the most discipline and emotional discipline as well because now you're spending a lot of money. So, now you

need to stick to everything I showed you there. Need to make sure all of that runs stable, but 90%of people actually mess it up in that stage. Why? Because now they're spending a lot of money and they get emotional. Because if you spend 10,000 a day, because now for example, you spend 10,000 a day in ad spend across multiple stores, whatever, and that's new to you. That's a lot of money. But that scares you. It scares a lot of people. That's why I say 90%of people fail here. But now suddenly for a couple of days, performance goes down. So, as a media buyer, purely from a logical standpoint, we would never overreact based on that.

We always make decisions like we need at least 3 to 4 days of data, right? If you crush it, if you're on that level and performance goes down for 1 to 2 days, like you shouldn't overreact. But a lot of people don't have that mental discipline. And that's also why it's good and important to have a solid media buyer that can guide you through that a little bit as well and shows you the the limits what to do and you can kind of outsource that decision-making and you don't have these emotional fluctuations. That's worth a lot at that level. So, it's sometimes like I feel like honestly and I'm a media buyer, I run an agency, right?

But from my point of view, I think sometimes the most important thing that clients get at this stage, it's obviously the knowledge, the work, everything we do, making sure it runs smoothly. But it's yeah, it's this last part, making sure everything runs smoothly, you actually don't have to think about it and we don't give it the opportunity to mess it up because again, most people fail at this stage cuz they are not able to handle this level emotionally, to scale with discipline, having certain rules in place. How much do I scale? When do I scale back ? Why do I scale back? How do I analyze it properly?

We had the example of like 60k to zero before. She doesn't even know how to analyze it, where to start. That's a problem, right? Because then you cannot go above that scale to this levels. And I will tell you two stories right now to highlight my point. The first one was when I almost broke a store by scaling

too emotionally myself. Back in the early days when I was quite an inexperienced media buyer and it wasn't even my own money, but you know, I was kind of nervous with big numbers and I got too attached to the account. And again, it should like teach you a lesson as well. Even though it wasn't my own money, I was like too involved, you know, I was very passionate about the store. I wanted to scale it. I I'm still very passionate about like every store I manage, like for me it's like my own baby a little bit, you know what I mean? So, I'm always getting very attached to the accounts, but not really emotional nowadays anymore because I'm way too experienced.

But I was lacking that experience back in the days. So, I had this account and it was going really well. It was actually going really well, so it wasn't even that performance went down, it was going too well and I forgot to stick to my own rules. So, I started to make these big jumps from here to here to here and not really in a linear fashion, it was more like whoops, too steep, and then it crashed because I completely over scaled, profit margin went down, we had cash flow issues. I didn't know what to do, then I scaled back rapidly, right? Then it was like back here, and then you had all these like fluctuations in the account because completely messed up the algorithm, right?

So, that was a success story more or less, so we could really push it, but instead of sticking to rules, scaling linearly , and then checking, okay, that's the new base line, waiting a couple of days, gathering data, seeing what works, what doesn't work, optimizing, then scaling again from there again, right? Could scale quickly and aggressively, but that's not always the smartest way to do. And that's really like the difference between pros and amateurs, right? Like the amateurs, they don't don't get it, they just scale, and they're like,"Oh, ROAS is good, let's scale."But there are a lot of variables you sometimes don't see in the first place, and pushing that at bigger revenue numbers can really mess you up, and then you go into these issues into this turbulence.

All right, that's story number one. Story number two,

slightly different scenario, closer to what I showed you before. What if you spend a lot of money now, and performance goes down? And to this day, the story I'm about to tell you is one of my favorite stories, really like highlighting what I just told you about with emotional resilience and how you need to be able to to stay cool, stay calm, stay data driven. So, I had this client, he was crushing it, but it was kind of like one of his first stores. We were going through these numbers that were kind of scary for him, and all of the cash went back into the business, and it was going well.

We were we were crushing it. We were about to go into November, I think, so it was October still, but we were scaling and scaling and scaling, and about to have the craziest Black Friday ever. But again, all the money had to go back into ads, we were growing a lot, and that was scary, of course, if you don't have, I would say, the underlying foundation or experience , and all of your money is tied up in the business, so that's that's a scary thing. That's a scary thought. And then one day this client was reaching out to me at 12:00 p.m. 12:00 p.m. And he was like,"Yo, Chris, I was checking the ads today, and it seems like we have 30%less sessions than yesterday .

Sales are down by 24%. What's going on? Let's scale back. Let's carry." I told him like,"Dude, we were crushing it 3 days in a row. 3 days in a row. And because 12:00 p.m. And it was 12:00 p.m. in in Central Europe. We were selling in the UK. So, in the UK it wasn't even 12:00 yet, right? It was like in the morning still . I was like, "Dude, why would we scale back just because middle of the day people are at work? It's literally Wednesday. Right? Nobody is here to like shop now and and cares about his store. Why would we scale back now?" So, I told him, "Okay, we need to be cool.

If we make emotional decisions now, it it will hurt us in the long run. We cannot work like that. It doesn't make sense." He was like, "All right, cool. I trust you. Let's see." And I kid you not, on that day we hit our record day later in the evening. Because, yeah, it was slower at at first, but then in the evening people came back from work, and we hit the new record day, right? What I want to tell you with those two stories is at this level, it's really about discipline. You know already all what you have to do on a daily basis , on a weekly basis.

You know what to focus on. You know what to prepare. There are a lot of variables. I gave you the framework to keep it simple , right? Focus on this. Try to minimize this. So, you know exactly basically what to do at which stage, at least on a high level. Of course, we cannot go into all of these details in a short video, so I'm just giving you the main principles. But the interesting thing is at the top, when you start to hit those numbers, it's really just about staying disciplined, staying cool, staying calm, and executing with discipline. Not panicking when it doesn't go the right way.

Staying data-driven, and really like growing some thick skin. That's important at this level.

And yeah, that's exactly the framework which we see with all of our clients, literally every single one that hit 1 million in this like 30, 60, 45-day, whatever time period. Really doesn't matter. They have that in place. At every single stage and they execute it perfectly, analytically, non-emotionally, rationally. All right? So, that's about it. And again, if you want to see more of that, if you want to dive deeper into it, if you want to see all the SOPs that help you and support you with that, then check out the Skool . Link is in the description. Check it out for yourself. And then, see you there and we can scale together. Let's go.