Day 29: Facebook Overspend and the Quest for a Better Upsell

We’re almost at the end of the first month of this 12-month journey to $240K.

Today brought a mix of highs and frustrations: a strong sales day paired with a surprising issue from Facebook Ads.

But beyond the daily numbers, my main focus is clear—fixing the upsell offer.

If I can crack this, it could dramatically improve my average order value and long-term funnel performance.

Yesterday’s Numbers

• Sales: $1,098

• Ad Spend: $711 (instead of the planned $430)

• Profit: $387

At first, I thought I’d landed a $600+ profit day—until I saw that Facebook had overspent my budget by nearly £200 ($250).

Still profitable, but not the margin I was expecting.

It’s a reminder that even with careful planning, ad platforms sometimes play by their own rules.

The Upsell Problem

My front-end offer (the $27 Guitar Riffs course) works well—it’s consistent and compelling.

The problem is the upsell. Right now, it’s simply “more courses.” While great value, it doesn’t connect directly enough with the customer’s initial purchase.

Here’s the current performance:

• Upsell ($97): 8%

• Downsell #1: 3%

• Downsell #2: 14%

• Total: ~25%

Not terrible, but not where I want it to be. Ideally, the first upsell alone would convert closer to 15%, which would push the overall numbers up toward 30%.

That extra lift would make a huge difference to margins and scalability.

A New Approach

Rather than just tweaking headlines, I’m planning a more radical test:

• A lower-priced, more congruent upsell that ties directly to the riffs course.

• Focus on faster or easier results—something that feels like a natural next step.

• Start small: build one page, test just the front-end offer, and only expand to downsells if the initial numbers work.

The logic: if I halve the price but double the conversions, I’ll be ahead overall. But first, I need proof that the new angle connects.

Looking Ahead

Tomorrow, I’ll build the new upsell page and get it running before heading off for a short walking trip.

That way, the test can gather data while I’m away, and by the weekend I’ll have real results to share—plus the chance to compare this new page side-by-side with my existing upsell.

This could be the key shift that raises AOV, boosts margins, and unlocks faster scaling toward the $240K goal.