Know what you keep before you spend.

One complete method for Facebook and Instagram advertising — the fee math, the structure, the tracking and the policy rules that decide whether any of it was profitable.

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The arithmetic almost nobody runs

  • What one sale actually leaves you

    A $60 product. Take off $18 of goods, $7.50 to pick, pack and ship, $2.04 in card fees, and $2.40 set aside for returns. What's left is $30.06 — and that is your entire budget for finding the customer.

  • What that makes your floor

    A contribution margin of 50.1% means a break-even ROAS of 2.0x. A campaign sitting at 1.8x is losing money on every extra sale, so scaling it makes the loss bigger — while the dashboard still reads like success.

  • What you can actually bid

    Keep a third of the margin and your ceiling is $20.14 per purchase. That number is what tells you when to kill an ad, instead of your opinion of the creative.
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Creative & Hook Playbook

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Questions people ask

What exactly do I get when I buy?

A file you download and keep. The E-commerce Edition and the Creative and Hook Playbook are PDFs. The Ad Budget and ROAS Workbook is an Excel file. Each is a separate purchase and each works on its own — none of them assumes you've bought the others.

Can I get a refund?

Yes. If it isn't what you expected, email us within 14 days and we'll refund you. Just know this is educational material, not a guarantee: advertising results depend on your own offer, product, pricing, market and execution.

Which one should I start with?

The E-commerce Edition if you sell a physical product and want the whole method, from working out what a sale actually leaves you through to scaling. The Playbook if your ads are already running but the creative isn't landing. The Workbook if you mainly want your own numbers worked out without reading a guide to do it.

Do I need a big budget to start?

No, but you need to know your numbers before you spend anything. The first thing these teach is what one sale leaves you and what you can afford to pay for a customer — and that calculation is identical whether you're spending $20 a day or $2,000. What a small budget does change is how many things you can test at once, which the guides cover.

How is it delivered?

Instantly. Your download link appears on the confirmation page and arrives by email right after checkout. Nothing ships. PDFs open on phone, tablet or desktop. The workbook opens in Excel, Numbers or Google Sheets.