The Bottom Line

Read time: 3.5 minutes.​
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*I am hosting a LIVE Group Consulting Call on Zoom on March 11th @ 10am PT. Open to anyone who wants personalized advice on how to amplify their marketing.

Use coupon code: "firstfree" HERE to get your first one free

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Hey Reader,

Let’s talk about something that trips up even the smartest business owners when running ads: Knowing when to push harder and when to step back.

I see it all the time. Someone launches a campaign, starts seeing results, and then… they hesitate.

• “Maybe I should tweak this first.”
• “What if it stops working?”
• “Let’s wait and see what happens.”

🚨 STOP OVERTHINKING. 🚨

If the numbers are working, put your foot down and go all in.

Let’s break down exactly how to do that without second-guessing yourself.

Step 1: Know Your “Magic Metric” (And Ignore Everything Else)

When you enter a marketing campaign, the first question you need to ask yourself is:

👉 What is my single most important key performance indicator (KPI)?

For high-ticket businesses, when it comes to your ads campaign, this is almost always cost per call scheduled.

Why? Because your revenue doesn’t come from ad clicks. It doesn’t come from likes, comments, or even email opt-ins. It comes from qualified sales calls that convert into paying clients.

So if your ads are getting people on the phone for less than your target cost-per-call, congratulations—you’re winning.

Anything below your threshold? 🚀 Scale it up.
Anything above your threshold? ⚠️ Fix the bottleneck before pouring more money in.
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This means that if you can afford to spend up to $250 cost per call for example… any time you are getting calls BELOW that, you should be full steam ahead.
If not, fix the issue. Simple as that.
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Too many people overthink and say well, Ad1 is getting calls for $180, and Ad2 is getting calls for $210, so maybe I should stop Ad2.

NO! If it’s below your KPI keep them going.

Simple. Clear. Effective.

Step 2: Reverse-Engineer Your Economics

Before you even launch a campaign, you should already know:

• How much you can afford to spend per booked call
• Your conversion rate from calls to sales
• Your revenue per client

Example:

• You sell a $10,000 coaching package.
• Your sales calls close at 20%.
• That means for every five booked calls, you land one client.
• If you’re spending $500 per booked call, you’re spending $2,500 to acquire a $10,000 client.
• That’s a 4X return on ad spend (ROAS)—which is pretty damn good.

💡 Translation: As long as your cost per booked call stays at or below $500, you should be spending as much as possible.

And yet… what do most business owners do?

They see that calls are coming in at $400 each, but instead of scaling up, they say:

🧐 “Maybe we should test something new?”

Why? Because we love to tinker. We love to optimize. We love control. But in reality, when something is working, your job is NOT to overthink it—it’s to go all in.

Step 3: Ride the Wave Until It Crashes

Here’s a hard truth: Every winning campaign has an expiration date.

Nothing works forever. Every wave eventually crashes. Your job is to ride that wave for as long as possible.

If your funnel is working, scale until:
1️⃣ You reach your max call capacity. (Congrats, now you get to optimize your sales process.)
2️⃣ Your cost per call starts creeping up. (Okay, now you start tweaking.)
3️⃣ Market conditions shift. (Trends change. Algorithms update. But you’ve already made a killing by then.)

Too many business owners make the mistake of pausing something that’s working too soon.

They get bored. They want to experiment. They try to “fix” what isn’t broken.

🚨 Big mistake. 🚨

Your mindset should be:

📢 If a campaign is under your KPI threshold, you scale until the wheels fall off.

Because when that wave crashes (and it will), you’ll wish you had squeezed every last drop out of it.

Step 4: Know When to Pivot (But Don’t Panic Too Soon)

Now, what if your cost per booked call suddenly starts creeping up? What if what was working stops working?

First, don’t panic. This is normal.

✅ Step 1: Check the basics. Did your ad frequency get too high? Are you targeting the same people over and over? Have competitors jumped into your space?

✅ Step 2: Small tweaks before big changes. Refresh your creative, test new copy, change the offer positioning. Don’t scrap the whole campaign yet.

✅ Step 3: If all else fails, shift your strategy. Try new angles, new audiences, or even a new front-end offer.

The point is, waves don’t crash overnight. They slow down first. If you’re paying attention, you can make adjustments before things completely fall apart.

The Bottom Line: Scale Fast, Adjust Later

• Pick ONE KPI that matters. (Cost per booked call.)
• Reverse-engineer your numbers so you know exactly what’s “profitable.”
• If your campaigns are working, don’t hesitate—SCALE FAST.
• Ride the wave for as long as you can.
• Adjust when needed, but don’t panic when performance fluctuates.

The biggest mistake I see? Business owners who “wait and see” instead of taking action.

🚀 Marketing rewards speed. When you find something that works, scale first—think later.

The window of opportunity doesn’t last forever. If you hesitate, someone else will take that wave and ride it straight to the bank.

So, let me ask you:

🔹 What’s stopping you from going all in?

Until next time, keep pushing forward.

Nic “ride the wave” Kusmich
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P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

P.P.S. Every 2 weeks, I am hosting a LIVE Group Consulting Call on Zoom. Open to anyone who wants personalized advice on how to amplify their marketing. The cost is only $27 (One time for each time you want to join). No silly membership or subscription billing. There is NO pitching into and upsell. Just 100% personalized consulting, given to those who want to ask questions. BUT, your first call will always be 100% FREE. Consider it a "test drive," as I believe that if given the opportunity to try something before buying, we would all take that. So use coupon code: "firstfree" HERE to get your first one free.

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