How We Jumped from $30K to $100K/Month Profit in 30 Days (No BS)

18d • Wins

Want to hear something wild?

In November/December our agency was stuck at $30K/month profit. Not bad, but honestly, it felt like we were running in place. Then—almost overnight—we tripled our profit, hitting $100K in a single month.

And no, it wasn’t some massive overhaul. It was just a few key changes. Today, I’m breaking down exactly what we did, why it worked, and how you can apply the same levers to your business.

Here’s the truth: It's probably taken me 4 years to figure this out.

I made every mistake—burned ad budgets, watched margins shrink, and spent too many late nights wondering why growth had stalled. Most agency owners never fix this. They keep grinding, hoping next month will be better, but nothing changes.

If you don’t get this right, you could be leaving millions on the table.

So, what actually changed? It wasn’t just one thing. It was a combination of 4 levers—all pulled at the right time. But one in particular had the biggest impact (I’ll reveal that in a sec).

Let’s rewind to December. Historically, December is tough for lead gen—finance slows down, ad costs spike, and people are distracted. Our cost per lead shot up from $40 to $54. We did $170K in lead sales, but after ad costs, we were left with just $31K in profit—a 20.5% margin (our worst month in years).

I started questioning everything: our offer, our traffic, even our niche. But I remembered January is usually a strong month. If we didn’t fix our CPL, though, we’d be staring at another mediocre month.

So, I did something different: I went back to the data. I looked at every step of our funnel, every ad, every touch point. Where were we leaking money? Where were we losing leads? Where were competitors outperforming us?

That’s when I noticed something: One of my students in the paid Skool community was quietly crushing it in finance using Heyflow funnels and custom event matching to send more data back to Meta. I was skeptical, but figured—what do we have to lose?

We duplicated our HTML quiz into Heyflow, set up custom events, and let the campaigns run.

The result?

Within two weeks, our CPL dropped by 39%. We went from $54/lead to just over $32. That one change alone would’ve added $30K in profit to our December numbers.

But that wasn’t all.

Next, I noticed our ads were getting stale. Hook rates were dropping, opt-in rates were flat. I went deep on competitor research—analyzing top car finance ads in the US, Canada, and other verticals. I looked for patterns: what hooks, angles, and creative formats were working? We rebuilt our ads from scratch, adapted the best ideas, and launched.

The difference: Hook rates jumped from 20% to 30%. Opt-in rates went from 10% to 15%. Combined with the new funnel, our cost per acquisition dropped like a rock.

Third lever: Meta bid caps. For years, we ran “lowest cost” bidding. But when competition spikes, your CPL can jump and you have almost no control. In January, we tested bid caps—setting a max price we were willing to pay per lead. After a few days of tweaking, our CPL stabilized, our daily costs became predictable, and we could scale with confidence.

Fourth lever: Seasonality. January is unique—after the holiday rush, many advertisers pull back, CPMs drop, and there’s less competition. Our CPMs were 10% lower than normal, which added up fast.

Recap: The 4 Levers We Pulled:

Overhauled our funnel with Heyflow and custom event matching (CPL down 39%)
Rebuilt ad creative using deep competitor research (hook/opt-in rates soared)
Implemented Meta bid caps to control CPL and protect margins
Took advantage of seasonal CPM drops in January

What if we hadn’t made these changes? We’d still be stuck at $30–$40K profit, grinding away, wondering why we couldn’t break through.

Here’s what you can do right now:

Never get complacent. What worked last year might not work this year.
Always look for new tools, strategies, and data sources. Small tweaks = big breakthroughs.
Learn from others—even your own students. That one tip from our community was worth $70K in a month.
Double down on what’s working, cut what isn’t—fast.

Want to shortcut your own growth?

Focus on these:

Upgrade your funnel and tracking. Test new tools, push more data back to your ad platforms.
Go deep on ad creative and competitive research. Don’t just copy—analyze, adapt, and launch new hooks/angles until you find your winners.
Don’t let the algorithm spend blindly. Set your price, protect your margin, and scale with confidence.
Take advantage of seasonal trends. Know when competition drops and be ready to push hard.

If you want similar analysis & support into your PPL agency, check out the paid community - https://www.skool.com/pay-per-lead-nation-pro/about

Hit reply and let me know your biggest bottleneck, or what you want me to cover next.

To your growth,

Billy

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