Scale winning campaigns

Budget allocation isn't set-and-forget. Campaigns underperform. Conversion rates shift. Winning campaigns hit ceiling. You need a weekly review process to kill losers fast and scale winners before they plateau.

Use a simple framework: track CAC and volume against targets every week, give campaigns 4 weeks to hit targets before killing them, scale winners using more (increase spend), better (improve conversion), new (test adjacent).

This chapter shows you how to build that review process and make reallocation decisions systematically.

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Create a tracking spreadsheet with one row per campaign showing target CAC, actual CAC, target volume, actual volume, and trend.

Example tracking sheet:

Pull data from your ad platforms and HubSpot every Monday. Update actual CAC and volume. Note the trend (improving, declining, stable).

Target volume is your monthly traffic target from chapter 1 divided by 4 weeks, then allocated across campaigns. If compliance-driven needs 7,600 visitors/month and search ads should deliver 50% of that, weekly target is (7,600 × 0.5) ÷ 4 = 950 visitors/week.

Track at the campaign level, not channel level. "LinkedIn" isn't useful. "LinkedIn ads to proactive segment" is actionable.

Give new campaigns 4 weeks to hit CAC and volume targets. If they're still missing after 4 weeks, kill them.

Example: Search ads to compliance-driven segment are at £2,100 CAC (target £1,867) and 22 visits/week (target 35) after 4 weeks. That's 12% over CAC and 37% under volume. Kill it.

Exception: if a campaign is hitting volume but over CAC, try "better" optimisation first. Improve landing page conversion or ad targeting. Give it 2 more weeks. If still over CAC, kill it.

Exception: if a campaign is under CAC but missing volume, it's efficient but too small. Either scale spend (if it's not capped by audience size) or deprioritise (reallocate that budget to bigger opportunities).

When you kill a campaign, don't reallocate blindly. Look at what's working. Move killed budget to campaigns hitting both CAC and volume targets.

In the example above, kill search ads to compliance-driven (£3,000/month). Reallocate £2,000 to LinkedIn ads for proactive (already working well) and £1,000 to test new remarketing campaign for breach-reactive.

When a campaign hits CAC and volume targets, scale it using Hormozi's framework.

More: Increase spend on the same campaignLinkedIn ads to proactive are hitting £2,400 CAC (under £2,800) and 28 visits/week (above 25 target). Increase budget by 20% to 50%. Monitor whether CAC stays stable. If CAC rises above target, you've hit ceiling. Scale back.

Better: Improve conversion at same spendRemarketing to breach-reactive is hitting volume but CAC is close to limit (£3,200 vs £3,500). Don't increase spend yet. Improve landing page to boost conversion rate. If conversion improves by 10%, CAC drops to £2,900. Now you have room to scale spend.

Better optimisations:

• A/B test landing page headlines
• Improve ad copy to increase CTR
• Tighten targeting to reduce wasted clicks
• Test different offers (demo vs guide vs trial)

New: Test adjacent campaigns or channelsLinkedIn ads to proactive are working. Test LinkedIn ads to compliance-driven with different messaging (compliance focus vs ROI focus). Or test Facebook ads to the same proactive segment.

Allocate 20% of budget to new tests. Run for 4 weeks. If they hit targets, move them into "more" category. If they miss, kill them.

Never scale "more" and "new" simultaneously on the same campaign. Either you're scaling proven winners or testing new approaches. Mixing them makes it impossible to diagnose what's driving results.

Weekly tracking catches underperformers fast. Monthly reviews reallocate budget based on trends.

Monthly review questions:

1. Which campaigns consistently hit CAC and volume? (Scale these with "more")
2. Which campaigns hit one target but miss the other? (Optimise with "better")
3. Which campaigns miss both targets after 4+ weeks? (Kill these)
4. Where should killed budget be reallocated? (Proven winners or new tests)
5. Are any segments underserved? (Not enough campaigns delivering volume)

Example monthly reallocation:

Starting budget (£10,000/month):

• LinkedIn to proactive: £3,000 (hitting targets)
• Search to compliance: £3,000 (missing targets, killed)
• Remarketing to breach-reactive: £1,000 (test, hitting targets)
• Better optimisations: £2,000
• New tests: £1,000

New budget allocation:

• LinkedIn to proactive: £4,500 (scaled with killed search budget)
• Remarketing to breach-reactive: £2,000 (promoted from test to scale)
• Better optimisations: £2,000 (same)
• New tests: £1,500 (test LinkedIn to compliance-driven with new angle)

Reallocate based on what's working, not what you wish would work. If organic isn't delivering, don't keep funding it hoping for improvement. Move budget to paid channels that hit targets.

You now have a weekly tracking process, 4-week kill criteria, and a more/better/new scaling framework. Apply this systematically and your budget flows to campaigns that deliver volume at profitable CAC.

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