Day 98: Early Wins, Clear Gaps & What’s Working

Day 98, Sunday 7th December. Yesterday finished at $829 in sales with ad spend of £410 ($547), giving us a profit of $282.

Not a bad result for the day, though still below the margin we ultimately need to hit.

The biggest insight came from comparing both funnels side-by-side, which confirmed that Funnel 1 is carrying Funnel 2 right now.

The beginner funnel continues to operate at a loss, but that is typical during the early weeks of optimisation.

We’re seeing encouraging signs from new creative tests, and the aim this week is to continue adding new ads, reduce CPMs, and push Funnel 2 back out of the learning phase.

What You’ll See

Update on yesterday’s sales and profit
Comparison of ad spend vs return across both funnels
Why Funnel 1 is currently carrying overall profits
Average order value differences between the funnels
High CPM issues affecting Funnel 2
Early performance results from new creative videos
How the beginner-focused content is helping

Why the learning phase setback is temporary

Plans for loading more creatives this coming week

Expectations for the next few days

Reflection on launching new funnels and early-stage volatility

Strategy Breakdown

Yesterday highlighted the imbalance between the funnels. Funnel 1 had roughly £315 ($420) in spend and brought in $631 in sales, producing all of the day’s profit on its own.

Funnel 2, with a £100 ($130) spend, did not cover its cost and continues to operate at a loss.

This doesn’t mean the funnel is broken; it simply means the system is still learning who the buyers are, especially after widespread targeting changes and creative updates.

The high CPM remains the biggest obstacle, with traffic costing roughly four times more than Funnel 1. Creative expansion is the main lever we’re pulling right now.

The new beginner-friendly videos—such as the sore fingers and pick holding ads—show excellent early engagement, low landing page costs, and direct sales.

The plan is to upload more videos from this series, allow the campaign to stabilise, and gradually rebuild performance as the algorithm adapts to the broadened audience.

Focus

My focus this week is to continue loading new creatives into Funnel 2 and help the algorithm stabilise so we can escape the learning phase and begin moving toward profitability.

Insight

A new funnel almost never makes money immediately. Funnel 1 only performs well today because it has a year of optimisation behind it.

Funnel 2 is in its earliest, most fragile stage.

What matters right now is that the underlying signals—higher order value and strong creative response—suggest the potential is there.

The job now is simply to keep feeding the system until the results catch up.

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