How I Spent $532K on Ads and Made $3 Million in 6 Months

Between March and September, my company Aspen spent $532,000 on Meta ads and generated $3.79 million in revenue. In one month alone — September — we collected $788,000 in cash. About 4,000 sales calls made that happen.

Here's exactly how we did it.

The Only Math That Matters

Your entire business lives inside one ratio: lifetime gross profit per customer (LGP) versus cost to acquire a customer (CAC). That's it. You cannot escape it.

This ratio needs to be a minimum of 6. Below 6 and you're on hard mode — it's too thin, too slow, too hard. If your LTV is $8,000 and your CAC is $4,000, you're grinding for scraps.

Most people don't know their maximum MRR. Here's how you find it:

1. Take your new clients per month

2. Multiply by what you charge per month

3. Divide by your churn rate

If you sign 29 clients a month at $3,000 with 17% monthly churn, your MRR will never exceed $511,000. Ever. If those numbers hold, that's your ceiling. No amount of hustle changes that math.

There are only three ways to fix it: charge more per client, sign more clients per month, or churn less. That's the whole list.

Stop Hiding Your Price

Most high-ticket service businesses hide their prices. I don't — and I never will again.

When we started putting the price directly in our VSL, our close rate on the setup offer went from around 17% to 32%. That's not a small lift.

Putting the price upfront isn't a risk. Scaring off people who can't afford you is the point. Every unqualified person who gets on your calendar costs you real money — not just in time, but in opportunity cost.

To go from needing 6,000 sales calls to 2,000 to hit $500K/month, you need two things:

1. Price in the VSL — let prospects self-select out

2. TypeForm before your Calendly — hard-gate your calendar

Our TypeForm asks: Are you a B2B company? What's your revenue? Can you spend a minimum of $2,000 upfront and $500/month? If they answer no to any of these, the form ends. They never see the Calendly. They're out.

Don't think of it as losing leads. Think of it as automating what a setter would do on 6,000 triage calls — except the TypeForm does it instantly, for free, at scale.

The Funnel Is Simpler Than You Think

Here's the entire funnel:

Ads → Opt-in → VSL → TypeForm → Calendly → Call → Sale

I always use an opt-in. I've split-tested this many times — the opt-in funnel has outperformed direct-to-VSL every single time. We have setters calling and texting everyone who opts in to set appointments, and it works extremely well.

For the ad setup: one body, five hooks, one ad set. I never turn an ad off. If an ad set works, I increase the budget. If it doesn't, I kill the ad set. That's the entire media buying strategy.

No interest targeting. No lookalikes. No retargeting. Broad open targeting only. The AI in Meta's ad platform will find your people if your creative tells it who they are. Adding your own targeting just creates more variables and more ways to screw it up.

Copywriting Is Not a Creative Process

Here's the thing nobody tells you: there is a fixed, finite number of objections any prospect will ever have about your offer. It never changes. Every person who watches your VSL, reads your ad, or gets on a sales call with you will ask the same questions.

For cold email as a service, those objections are: Is it spam? Does it actually work? Are the leads qualified? Is it illegal? Will it hurt my domain? Is it expensive? Does it take a lot of time?

That's the list. It never grows.

Your VSL is just those questions answered in order of how frequently they come up. Your ads answer one objection each. Your email follow-up sequences answer one objection per email. Your sales call covers the same objections already addressed in the VSL.

You're saying the same thing over and over across every touchpoint. That's the strategy.

To find your objections: open ChatGPT and type — "I am selling [offer] to [target market] that lets them get [result]. I'm writing a VSL to convince them to purchase. I want to answer every objection that can possibly arise. List all the most common objections." Then cross-reference that with recordings of your last 10 sales calls.

Writing Ads That Actually Work

I use one body with five different hooks. The hooks follow this formula:

"Are you a [target market] who is [what they're doing right now that isn't working]?"

Examples for an Ecom email marketing offer:

• Are you an e-commerce brand with no email marketing setup?

• Are you an e-commerce brand who only sends emails when you have the time?

• Are you an e-commerce brand with email flows that aren't converting?

These hooks work because they describe exactly what people said on actual sales calls. It's not creative — it's just repeating their words back to them.

The body then presents one value proposition and addresses the top objections. End with the best CTA in the world: "Click to see the price." People want to know the price. Give it to them.

Scale Faster Than You're Comfortable With

The biggest mistake after getting a funnel working is staying at $200/day when your unit economics justify $2,000/day.

There's a conversion window — often three to four weeks from lead to close. That gap makes people nervous and they stop scaling. Don't. If your cost per qualified call is within range, increase budget 20% per day and let the math work itself out. The spread between spend and revenue will grow over time. That's how you get to $500K months.