THE ONLY AD STRATEGY YOU NEED TO MAKE $1M+/MONTH (FULL BREAKDOWN)

Earnings Disclaimer: You have a .1% probability of hitting million dollar months according to the US Bureau of Labor Statistics. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our ideas, information, programs or strategies. We don’t know you and, besides, your results in life are up to you. We’re here to help by giving you our greatest strategies to move you forward, faster. However, nothing on this page or any of our websites or emails is a promise or guarantee of future earnings. Any financial numbers referenced here, or on any of our sites or emails, are simply estimates or projections or past results, and should not be considered exact, actual or as a promise of potential earnings – all numbers are illustrative only.

Key Takeaways

1. Hitting $1M+ Months Is Rare But Possible
   According to the US Bureau of Labor Statistics, only 0.1% of businesses ever reach the equivalent of $10M/year in revenue. Yet, there is a proven path when you blend the right direct response funnels with the right supplement campaign.
2. The “Hammer Them” Strategy Supercharges Conversions
   This is a content-driven, multi-adset campaign that pushes 30–50 pieces of targeted content to your leads between the moment they opt in and the moment they talk to your sales team or buy your product.
3. Three Direct Response Methods Form the Core
   Most businesses scaling to seven or eight figures rely on one of three primary conversion mechanisms for high-ticket products and services:
   • Call funnels (including VSSLs or Mini Webinars)
   • Webinar funnels
   • The “Hydra” (instant form campaigns with conditional logic)
4. 30–50 Pieces of Content in Four Quadrants
   The core of the “Hammer Them” approach is creating content that addresses (1) questions, (2) second-layer questions, (3) objections, and (4) expectations. This positions your leads to be “sold” (or at least highly interested) before they ever speak with a salesperson.
5. Proper Targeting and Tight Windows
   By running short-burst, high-frequency retargeting toward leads in a specific window (48–72 hours for call funnels, up to 14 days for webinars, or up to 7 days for Hydra leads), you replicate months of organic nurturing in just a handful of days.
6. Spend Enough to Achieve Frequency
   Whether you’re putting $50/day or $10k/day into your content retargeting, the goal is to reach each lead 15–20+ times with unique pieces of content. That repeated exposure is what warms leads faster and compresses your sales timeline.
7. Your Sales Team Becomes Cashiers
   Leads exposed to a properly executed “Hammer Them” campaign show up more prepared, more excited, and far easier to close. This transforms your closers into “cashiers,” dramatically boosting show rate, close rate, and overall ROI.

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Introduction: Why Most Advertisers Never See $1M+ Months

Most businesses that attempt to hit a million dollars per month in revenue never see that number consistently (if at all). Some can squeak out a lucky month here and there, but genuinely stable, repeatable million-dollar months remain elusive. The US Bureau of Labor Statistics pegs the likelihood of any business ever reaching even $10M per year in revenue at about 0.1%. Stretching that to consistent $1M per month is an even smaller slice of the marketplace.

Yet, over the last decade, it is absolutely possible to beat those odds with the right marketing, funnel structures, sales processes, and retention strategies. Time and again, high-volume direct response campaigns combined with warm-up campaigns for your leads can boost your returns and get you closer to that million-dollar monthly checkpoint. After seeing 39 separate clients scale to the million-dollar month threshold, there’s one particular advertising approach that continues delivering results from 2024 straight into 2025 and beyond. It’s a supplement campaign we affectionately call the “Hammer Them” strategy.

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The Three Pillars of a Winning Ad Strategy

Whenever starting a new campaign—especially on paid social platforms—there are always three major components that determine how well that campaign makes money:

1. Initial Direct Response Campaigns
   These are the main ads you run to your cold or lukewarm traffic to generate leads, generate sales appointments, or direct sales. Think of this as your primary funnel: the “pointy end of the spear.”
2. Conversion Mechanism (Funnel Setup)
   Whether it’s a call funnel, a webinar funnel, an instant form funnel, or some other lead magnet–driven funnel, you need a logical path for your visitors to follow. The better this path, the more expensive product you can consistently convert.
3. Supplement Campaigns
   This is the powerful “follow-up from all angles” approach, typically in the form of content-based retargeting ads that warm your audience. In my world, that means unstoppable content marketing propaganda machines. And the king of them all is the “Hammer Them” strategy we’ll be focusing on.

Let’s go deeper into the direct response structures we rely on most often, why they work, and where the “Hammer Them” campaign fits to amplify results.

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Conversion Mechanisms That Fuel High-Ticket Growth

1. Call Funnels

One of the most popular funnel types is the call funnel. Usually, this includes:

• A VSSL (Video Sales Letter) or Mini Webinar on the landing page.
• An application and scheduling page so your leads can book a call.

We love call funnels because many high-ticket offers require actual conversations with a sales rep or closer. A call funnel is straightforward: it guides someone through the logic of why your offer is worth exploring and then gives them the chance to schedule.

Mini Webinars can be as short as five minutes or as long as 15 minutes. They’re geared to filter out unqualified leads and encourage only the best prospects to schedule. There are different formats of these short webinars (1.0 for general high-ticket, 2.0 for “make money” or ROI-driven offers), but the goal is always to deliver a simple, direct pitch that leads to an application and a set call time.

2. Webinars

For certain personalities or businesses, an extended webinar works better than a short VSL. A great monthly live webinar can deliver enough value and urgency to move a large group of prospects toward buying or booking a call. This approach does require that the individual leading the webinar have strong speaking skills and can hold an audience’s attention for a longer period.

Not every entrepreneur has polished on-camera or on-stage delivery, so we only push the webinar model when we see the right fit. If done right, you can pour anywhere from $30k to $880k per month into webinar ads, drive thousands of registrants, and see significant returns.

3. The Hydra (Instant Forms)

The Hydra is an instant form campaign approach that can be used on platforms offering in-platform lead forms—commonly Facebook, Instagram, YouTube, and even TikTok. The idea is simple:

• Use conditional logic in your instant form to qualify leads so that only those who truly meet certain criteria get counted as conversions.
• Drive 5x more volume compared to a typical call funnel.

Instant forms are great for volume, but you need a hungry sales team that aggressively follows up with these leads because you won’t have the same immediate scheduling process that you have with a call funnel. The upside? Your cost per qualified lead could be significantly cheaper. For the same ad spend, you could get 5x more leads from instant forms than from a straight call funnel—providing your team is ready to chase those leads, text them, email them, and call them to pull them into an appointment.

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Where the “Hammer Them” Strategy Fits In

No matter which of the three direct response strategies you choose—call funnel, webinar funnel, or the Hydra—you still need a supplement campaign to warm up your leads before they speak to your sales team or buy a product. That’s where the “Hammer Them” campaign shines.

Think of the “Hammer Them” campaign as a content marketing retargeting strategy that runs parallel to your main funnel. Once someone opts in—be it scheduling a call, registering for a webinar, or filling out an instant form—you have a brief window before they actually talk to your sales rep or attend the event. During that brief window, you deliver a series of short, targeted videos that get them more excited, better informed, and in many cases already sold before they ever meet you or your team.

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Building Out 30–50 Pieces of Content: The Four Quadrants

The best results come when your retargeting campaign includes between 30 and 50 pieces of content. Anything less than 30 starts to degrade performance. The goal is to replicate all the nurturing and trust that happens organically—condensed into a few days of intense, high-frequency exposure.

We categorize these 30–50 pieces of content into four main quadrants:

1. Questions
   These are the most common questions prospects have about your offer, your industry, or your business. If you’re in real estate investing, they might ask, “How do I know I can trust you with my money?” If you’re running a coaching program, they might ask, “Will this work if I have a full-time job?”
2. Second-Layer Questions
   These arise once the initial question is answered. Think of it like the New York bagel analogy:
   • First question: Why are NY bagels supposedly the best?
   • Quick answer: It’s the water.
   • Second-layer question: What’s different about the water?
   That second question is really what the prospect wants to know. It’s more specific and goes deeper. Your content should do the same.
3. Objections
   These revolve around pricing, timing, credibility, ROI, or the beliefs that could hold them back. Anything that might stop someone from taking the next step must be addressed in your content. Examples: “Is this too expensive?” “Is now the right time in my career or life to invest?”
4. Expectations
   What does the client or customer need to do to be successful with your product or service? What do they need to provide? What do you provide? Are there any limitations or prerequisites? Setting correct expectations builds trust and reduces confusion or frustration down the line.

Each piece of content should generally be 90 seconds or less and optimized for a vertical Reels-style format. You want direct, concise answers that draw your prospects deeper into your world, building more interest and certainty they’re making the right decision.

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Executing the Hammer Them Strategy for Call Funnels

Let’s dive into exactly how “Hammer Them” looks for one of the most common funnels out there: the call funnel.

1. The Basic Flow

• Direct Response Ad → Landing Page with a short VSSL or Mini Webinar → Application → Scheduler → Thank You Page

Once the call is booked, that lead is about to meet with your sales team (or you) within a tight window of time—often just two or three days. Unfortunately, many business owners believe a scheduled call means the lead is already sold. That’s not true. Most leads are merely curious or generally interested at this stage.

2. Hammer Them Before the Call

Your prime opportunity is that small gap—48 to 72 hours before they speak with your sales rep. Instead of just letting them sit around, you use a retargeting campaign that features 30–50 quick videos and run it at high frequency. The result?

• Show rate goes up because people are more invested.
• Close rate improves because leads have more knowledge and see more social proof or additional clarifications on your offer.
• Objections disappear before they even speak to your salesperson.

We often say this transforms your sales reps into cashiers—the content has already done most of the selling, so your closers just handle final questions, collect payment, and onboard new clients.

3. Budgeting

For the call funnel, you usually don’t have an enormous volume of leads coming in day by day (compared to a giant webinar push). This means you can often spend as little as $50–$200 per day on retargeting to achieve the frequency you need. The key is hitting that 15–20 impression count within those few days. If you’re dealing with a heavier volume, obviously you’ll need to spend more to reach all those leads.

4. Audience Size and Exclusions

You need at least 100 matched users in the platform (because most paid social platforms won’t run an adset if your audience is too small). If you’re only bringing in 50 leads per week, you might need to widen your retargeting window from 72 hours to 7–14 days or add other segments of warm leads to that audience until you exceed 100 matched users.

Just as crucial is the exclusion process. Each video in its own ad set (yes, that means 30–50 ad sets) is set up so that once someone watches at least 3 seconds of that specific video, they’re excluded from seeing it again. This rotates your leads across all your content instead of spamming them with the same two or three videos.

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Using the Hammer Them Strategy with Webinars

A second scenario: you’re running a webinar funnel. The typical flow looks like this:

• Direct Response Ad → Opt-In Page → Confirmation/Reminder Emails → Webinar Presentation → Checkout or Call Scheduling → Purchase

In many setups, you might do one big webinar per month, then re-run it every four weeks. Because we often see higher ad spends for these campaigns (ranging from $30k to $880k+), you might end up with thousands—sometimes tens of thousands—of registrants. Your biggest enemy is no-show or low attendance. A large chunk of registrants will forget or become lukewarm over the time span before your webinar.

1. Hammer Them for 14 Days

Webinar campaigns often run 1–2 weeks before the event. You have a bigger window than a 72-hour phone-call scenario. If someone registers on Day 1 (two weeks out), the odds they’ll show up are lower—unless you aggressively retarget them with content that keeps them excited.

Your “Hammer Them” campaign retargets every single webinar registrant for the entire 14-day runway, or however long you’re pushing traffic. They see new short-form pieces of content from you daily. By the time the webinar happens, they have a deeper connection to your brand and your authority.

2. Budgeting for Larger Groups

Whereas a small call funnel might only need $100/day, a major webinar could demand $300–$500/day (or more). You might see thousands of people registering, so you want each one to have that repeated 15–20x exposure. That can add up to a significant retargeting budget, but the returns can be huge:

• Dramatically higher show rate
• Warmer leads on the live webinar
• Increased conversion to sales or scheduled calls
• Greater revenue per seat (since you can charge more when you’ve built that extra layer of trust and value)

3. Match Rates and Audience Uploads

Be mindful of match rates. If you have 15,000 total registrants (counting organic and paid), you might see 12–13k successfully matched for retargeting. Make sure your daily spend is enough to hit your frequency goals for each matched user.

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The Hydra: Leveraging Instant Form Campaigns

This third high-ticket approach is all about harnessing instant lead forms with conditional logic. We call it “The Hydra” because you can get so many leads compared to a typical funnel, it’s like a multi-headed beast spitting out opportunities.

1. Conditional Logic and Pixel Conditioning

When someone sees your ad and clicks, the lead form appears within the platform itself (Facebook, Instagram, YouTube, or TikTok). Conditional logic inside that form filters for the best people:

• If they answer specific qualifying questions correctly, they count as a “conversion” and proceed.
• If they’re not a fit, they never become a full conversion in your pixel data.

This keeps your pixel from being corrupted by unqualified leads. The platform sees who’s converting at a higher rate and shows your ad to more of those folks.

2. Send Them to a Short VSSL or Scheduler Afterwards

After the form is submitted, you typically push them to a page with a quick VSSL or mini webinar plus a call scheduler. At least 30–60% of leads might schedule themselves, and your sales team can chase after the rest. The beauty is a high volume of leads at a lower cost. The downside is you must have a sales team of “hungry dogs” who’ll call, text, and email every lead to convert them.

3. Adding Hammer Them to the Instant Form Pipeline

Some leads schedule immediately after filling out the form, some do not. Regardless, once they’re on your list, that is your signal to add them into your “Hammer Them” retargeting. The difference is the follow-up window might be slightly longer for certain niches.

For example, some folks in wealth-building or capital-raising offers won’t answer calls quickly, so you might need to “hammer them” for up to 7 days or more while your team tries to establish a “meaningful conversation.” Others might respond in just a couple of hours. Adjust your retargeting windows accordingly.

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Putting It All Together

No matter which funnel you choose—call funnel, webinar funnel, or The Hydra—understand that simply capturing leads isn’t enough. You must replicate months of organic nurturing in a condensed paid retargeting campaign. That’s the essence of the “Hammer Them” strategy.

1. Create Your 30–50 Content Pieces
   • Cover key questions, second-layer questions, objections, and expectations.
   • Keep them at or under 90 seconds for easy consumption.
2. Set Up Individual Ad Sets
   • Each piece of content in its own ad set, each with an exclusion rule for viewers who’ve watched at least 3 seconds.
   • This ensures the user doesn’t see the same piece of content over and over.
3. Define Your Windows
   • Call funnels: Usually 48–72 hours between scheduling and the call.
   • Webinars: Typically 7–14 days leading up to the event.
   • The Hydra: Varies based on how quickly people engage, but often around a 7-day window.
4. Budget for Frequency
   • Aim to hit each lead with at least 15–20 impressions of your combined content.
   • If you have thousands of leads, expect to ramp up spend. If you have fewer leads, you may only need $50–$200 per day.
5. Watch Show Rates, Close Rates, and Sales Cycles Compress
   The biggest payoff: more of your leads show up prepared to buy, which lets your sales team step in as “cashiers.” They just ring people up who already trust your brand and see the value.
6. Transition to Longer-Term Nurture
   After the “Hammer Them” window expires, you can move leads into a more general (and less frequent) nurture retargeting. You lower your spend while still keeping them warmed up. This extended strategy is something many scale-seekers overlook, yet it’s a key piece to ensure stragglers eventually convert.

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Conclusion: Why the “Hammer Them” Strategy Changes Everything

Most entrepreneurs or marketers think: “If I just get more leads, everything’s solved.” That is dead wrong if you’re trying to scale to the numbers we’re talking about—especially consistent $1M+ months. Volume is only part of the equation. You must warm those leads before they meet your sales team.

The “Hammer Them” supplement campaign is your fast track to bridging the gap between a curious lead and a sold lead. It’s the difference-maker that transforms closers into cashiers, drives higher show rates and compressed sales cycles, and allows you to replicate the trust of organic relationships in an ultra-short time span.

If you execute it properly—meaning at least 30–50 pieces of content, each under its own ad set, each with 3-second exclusions, and hyper-targeted in the correct window for your funnel type—you can dramatically reduce the friction of high-ticket sales. Those who embrace it consistently see better margins, bigger months, and a higher lifetime value of their customers.

Sure, your probability to join that 0.1% of businesses that break $10M a year (let alone pulling seven figures a month) isn’t huge. But with the right funnel selection (call, webinar, or Hydra) and the “Hammer Them” strategy in play, you give yourself a fighting chance to beat those odds.

Doubt, procrastination, and incomplete strategies kill businesses. Full-scale, well-executed campaigns where you hammer your prospects with genuine, value-driven content for a few intense days can turn a borderline ad campaign into a money-printing machine. As you refine this approach, watch your stats: track how your show rate, close rate, and overall revenue lift once you begin implementing the “Hammer Them” approach.

It’s time to go beyond standard ads and a single funnel. Embrace your best content, pack it into a powerhouse retargeting setup, and watch how your leads respond when they feel like they’ve been educated, answered, and guided before your sales call even starts. That is your ticket to rising above small fry territory and heading straight for million-dollar months.

Go out there, set it up, and make it happen.