Day 85: Scaling The New Funnel And Video Creative

Day 85 – Budget Shifts, Video Hooks, And A High-AOV Beginner Funnel

Today is Monday 24th November, and I’m catching up after a full day out yesterday with no video.

That means this update covers Saturday, Sunday, and where things stand so far today.

The headline is simple: the new beginner-focused funnel continues to perform really well, and the budget shifts I made late last week are starting to show some very interesting patterns.

Saturday looked very similar to Friday, delivering another strong result and likely somewhere close to the $500 profit mark.

Sunday came in at £841 in revenue, with around £428 in ad spend, which converts to about $560 spent and $281 in profit.

Not quite as strong as Saturday but still a very solid day—especially considering the ongoing pressure from Black Friday competition and higher traffic costs.

A big driver behind these results is the second funnel, the new beginner offer. Since nudging its budget from £80 up to £90 and now £100, it has continued to show strong numbers.

Between the 21st and the morning of the 24th, it generated about $900 in sales with an average order value just under $70.

Compared to the Riffs funnel sitting around $45–48 AOV, this is a significant uplift on the front end.

On the creative side, the new video ad featuring me as an “average” guitarist is starting to reveal useful data.

Early signs show extremely high click-through rates and strong engagement, even if the outbound clicks and conversions aren’t yet matching that intensity.

Combined with static and carousel creatives inside the same ad set, it’s creating a layered structure where different ad types play different roles.

Today has also started reasonably well, with 439 in sales by lunchtime, and I’m optimistic about how the week might unfold as the new funnel edges closer to leaving the learning phase.

What You’ll See

• Recap of Saturday and Sunday revenue and profit
• Sunday’s £841 revenue against £428 spend and $281 profit
• Confirmation that Friday’s budget shifts are bearing fruit
• Ongoing underperformance earlier from the Riffs campaign and its reduced budget
• The new beginner funnel scaling from £80 to £100 per day
• Around $900 in sales from the new funnel between the 21st and 24th
• A higher AOV just under $70 versus $45–48 on the Riffs funnel
• Extremely high unique CTR (17.26%) on the new video ad
• Lower unique outbound click-through rate around 7% and what that implies
• Carousel ad underperforming and ideas to improve it with mixed media
• Big CPM gap between the optimised first funnel (£6) and the new funnel (£22)
• Progress toward exiting the learning phase by hitting 30–50 conversions

Strategy Breakdown

The main strategic shift over the last few days has been the reallocation of budget between the two core funnels.

The Riffs campaign was dragging down overall performance, so I pulled roughly £40 per day out of it.

Somewhat ironically, once the budget was reduced, the Riffs campaign started performing better again.

Whether that’s coincidence or a reaction to the new spending level, I can’t say with certainty, but it reinforces the idea that more budget is not always the solution—especially when a campaign has been struggling.

At the same time, I pushed more budget into the second funnel, increasing it from £80 to £90 and now to £100 per day.

This funnel is still in the learning phase, but the early metrics justify the extra spend: nearly $900 in sales over just a few days and an average order value just under $70.

With the Riffs funnel closer to $45–48 AOV, this new setup is much more profitable per sale on the front end.

The higher conversion rate and stronger AOV suggest it’s tapping into a fresher, more responsive audience that hasn’t been saturated by previous offers.

On the ad level, the creative mix is becoming increasingly important.

The video ad where I present myself as an “average” guitarist has produced a unique CTR of 17.26%, which is unusually high for my account.

That tells me the hook and visual presence are resonating with people and stopping the scroll.

However, the unique outbound click-through rate at around 7% is not yet where I’d like it to be; ideally, I’d want it closer to the 9% range.

That gap points to a need for stronger copy or clearer calls-to-action to bridge the jump from interest to click.

The static pack-shot ad, by contrast, has a lower click-through rate but generates a much higher conversion rate and very strong ROAS.

This is where the newer Meta ad approach comes into play: multiple creatives in a single ad set, where one ad’s job is to hook and engage (like the video), and another ad’s job is to convert (like the simple static).

Users may see the video first, become familiar with the offer, and then respond to the static ad when it appears later.

On paper, the video’s cost per purchase looks high, but switching it off could actually hurt the performance of the static ad, because the video is seeding attention and warming up the audience.

The carousel ad, which I initially expected to be a winner, has underperformed so far.

Click-through rates are lower and direct sales haven’t materialised.

My next step is to rework that carousel: shorten the video element to 10–15 seconds, add a pack shot, and use it as a condensed “highlight reel” of the other creatives rather than a standalone piece.

Alongside that, there’s plenty of room to shoot more videos with different backgrounds and angles to see how far this “average guitarist” persona can be pushed as a relatable storytelling device.

Finally, there’s the structural side of the campaign and the learning phase.

The new funnel’s CPM is currently £22 compared to £6 on the fully optimised first funnel.

If I can exit the learning phase and cut that CPM even by half while maintaining conversion rates and AOV, that could effectively double the number of sales for the same spend.

To get there, I’m aiming for 30–50 conversions within roughly a week. It looks like I’m getting close, and if the next few days continue at the current pace, I should see the campaign move from “learning” into “active” soon.

That’s when I’ll get a clearer view of the real long-term performance of this funnel.

Focus

My focus right now is on pushing the beginner funnel out of the learning phase by feeding it enough conversions, while refining the creative mix—video hook, static pack shot, and improved carousel—so that each ad plays its role in driving both engagement and profitable purchases.

Insight

One of the big lessons emerging here is that you can’t judge a creative purely on its surface metrics.

A video ad with a high cost per purchase might still be a critical part of the overall funnel because it primes the audience for another ad that actually closes the sale.

In a modern Meta ads environment where the same person sees multiple creatives in rotation, each ad becomes part of a sequence, not an isolated asset.

Another important takeaway is the value of leaning into relatability rather than perfection.

The “average player” positioning is clearly resonating in terms of engagement. If beginners can see themselves in you—or see a realistic version of where they could be in a short timeframe—the connection can be much stronger than watching an expert shred at a level that feels unattainable.

Combine that emotional relatability with disciplined budget shifts and a clear path out of the learning phase, and you give yourself a real chance to build something scalable rather than just chasing short-term wins.

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