Day 121-122: Closing Out Month Four and Preparing for January

Today is Wednesday, the 31st of December. It’s the final day of the year and also the last day of month four in this 12-month journey to $240K.

Over the next few days, I’ll be pulling together all the stats and data from December, which has been a strange month thanks to Black Friday, Cyber Monday, and the general volatility that comes with this time of year.

I’ll also be reviewing the four months as a whole, looking for bigger trends and patterns, and using those insights to shape decisions for January and beyond.

This update is a quick check-in covering the last couple of days and setting the scene for what’s coming next.

Performance Over the Last Two Days

Looking at the 29th and 30th of December together, both days performed well.

One day came in just under $1,000, and the other landed at $1,139.

Across those same two days, ad spend totalled roughly £823, which works out at about $1,106.

That means we generated around $1,031 in profit over two days, effectively doubling ad spend. That’s exactly the kind of performance I’m aiming for on a consistent basis.

These results are largely the reason I’ve been comfortable continuing to nudge the budget upwards.

Budget Adjustments and Current Momentum

Over the last few days, I’ve increased the daily budget in small increments. It moved from around £330 to £350, then up again by roughly 10%, and most recently to around £420 per day.

That £420 daily budget is what I’m running with today. If I see any sudden drops in performance, I’ll rein it back in, but while the campaign is consistently returning roughly $2 for every $1 spent, it makes sense to let it run.

Today’s numbers are slightly behind where they were at the same time yesterday, but they’re still healthy.

That kind of day-to-day fluctuation is normal, especially at this time of year.

Leads, Customers, and Funnel Health

One side benefit of running higher budgets is the steady growth in leads.

I’m not actively running lead-generation campaigns, so these leads come from people who either begin the checkout process and drop into the cart abandonment sequence or go on to become customers.

Because I don’t rely heavily on opt-in funnels, list growth isn’t explosive, but it’s steady and high quality, which is exactly what I want.

For now, the funnel itself is holding together well.

With the second funnel paused and parked for a January reboot, all focus remains on the original funnel that continues to deliver consistent results.

Planning the Bigger Picture Content

One of my key focuses for January is pulling together a more structured resource based on this journey so far.

I want to document the most important lessons learned, the split tests that worked, the ones that didn’t, and why certain decisions made a real difference.

The aim is to turn months of daily experimentation into something that’s far easier to digest than watching hundreds of videos.

Eventually, this may evolve into a course or structured framework that walks through the process month by month, focusing on what actually moves the needle.

This kind of reflection is just as valuable for me as it is for anyone following along.

Four-Month Snapshot

Looking at the numbers since the start of September, total sales across the first four months sit at around $93,000. If that pace continued for another eight months, the $240,000 sales target would be well within reach.

That said, sales alone don’t tell the full story. Profit is what really matters, and that’s where the focus will increasingly shift as the funnel matures and stabilises further.

Turnover can look impressive, but it’s the money left in the bank that counts.

Closing Thoughts

This feels like a natural pause point. Month four is complete, the systems are running, and January offers a clean slate to refine, rebuild, and scale more intentionally.

The next phase will be about tightening up what already works, relaunching what didn’t with better foundations, and pushing towards more predictable, scalable profit.

I may or may not record an update tomorrow depending on how the day unfolds, but either way, the next updates will focus on analysis, lessons learned, and setting up a strong start to the new year.