I get this question a lot. 

So what I would do is to look at my conversion rate. 

I will reverse engineer my numbers

I will ask myself

• Out of X number of leads, 

• How many appointments would I set? 

• How much sales would I make?

• SALES ÷ NUMBER OF LEADS = VALUE PER LEAD

Example when I am selling my course for $997

• Leads: Out of 100 leads

• Appointments: I will set 50 appointments

• Sales: I will make 10 sales X $997 = $9,970

• Value per lead = $9,970 divided by 100 = $99.70

• This means, so long as I am getting leads below $99.70 per lead, it will be profitable

So normally, my first $100 is used for testing. I set that aside and test different audiences, different copywriting, different advertisements.

Then I will look at what’s the cost per lead. So long as the cost per lead is LESS than the value per lead, I will keep scaling that campaign infinitely.

I will scale it until it breaks 

It will only break when either

• I have too many leads that I can’t handle

• I overwork myself

• My ad cost is more than my sales