Day 112: Why I Turned Off One Funnel to Protect Profits

Today is Sunday the 21st of December. Yesterday I made the decision to turn off my second funnel entirely and focus only on the original one.

The second funnel simply wasn’t optimised, wasn’t converting consistently, and had dropped into Learning Limited, which is a real dead zone for paid campaigns.

Getting out of Learning Limited is extremely difficult without either forcing spend or rebuilding properly, so rather than keep burning money, I’ve decided to leave it paused and take a fresh run at it in January.

Performance After Pausing Funnel Two

With the second funnel switched off, I slightly increased the ad budget on my original campaign. The daily budget is now set at £350, and yesterday Facebook spent £362, which came to around $481.

Revenue for the day came in at $862, giving a profit of $381. That’s not perfect, but it’s a solid and healthy ratio, and far more stable than what we were seeing when the second funnel was active.

Holding performance at this level makes me think there’s room to increase the budget slightly again, but I’m being cautious for now.

Where Things Stand Today

As of 5pm today, we’re sitting at $653 in sales. Based on how the day usually plays out, there’s a good chance this finishes somewhere around $800–$900, which would be absolutely fine for a Sunday.

If we do end up around that level again, I’ll likely push the ad budget up a little further, because the funnel is clearly producing a reasonable return without the drag of the second funnel.

Managing Risk and Ad Fatigue

At this point, my biggest concern is stability. I don’t want to push too hard and suddenly trigger ad fatigue or performance drop-offs, especially because I haven’t introduced any new creative recently.

I do need to develop fresh ads, but realistically things are starting to move into holiday mode now.

Over the next week, the plan is very simple: keep things running, protect profitability, and avoid breaking what’s currently working.

Looking Ahead to January

This next week is about holding steady rather than making big changes. If the numbers continue to come in consistently, that’s a win in itself.

January is where I’ll properly revisit the second funnel, rebuild it with fresh creative, and hopefully launch it in a much stronger position.

Final Thoughts

Turning off the second funnel wasn’t an emotional decision, but it was the right one. Right now, stability beats experimentation, and protecting cash flow matters more than forcing a broken system to work.