Ads and funnel audit

10 November 2026

Where your ads and funnel stand

Your ads have been paused since 3 November. We went through every ad, every setting and every page from first click to booked call. Here is what works, what needs fixing, and what we will build.

$2,137Spent since 30 July
73People left their details
3Calls counted as booked, not yet checked
0Sales reported to us so far
5Working
8Needs fixing
6Still to build

Working

  • Ad accountHealthy, no restrictions, ready to relaunch
  • People click1.5% of viewers click through, normal for business owners
  • $1M to $50M on the pages"For 7 and 8 figure founders" now sits on the Score page
  • Booking page and calendar30 minute call with you, 14 days of slots
  • Your credibility31 years in finance, $500M raised, the book Fail. Pivot. Scale.

Needs fixing

  • Ads talk to any business ownerThe first line says "a profitable business", never $1M+
  • Audience left wide openAges 18 to 65+, so 36% of spend went on under 35s and over 65s
  • Canada took over53% of the spend went to Canada, only 31% to the US
  • Score promise not keptPage promises a 24 point Score and a report. The pop-up only asks name, email and phone
  • Real Score is hiddenYour 72 question Score lives on highvaluationcode.live, with no tracking and no link from the ads
  • Bookings not provenA booking is counted when the thank you page loads, not when a call is booked
  • Facts that do not matchProgramme is 8 weeks on one page, 49 days on another, 28 days in the offer. £85M on one page, $85M on another
  • Old contact email and stock facesThank you page shows a Taras Financial address. The "used by founders" strip uses stock photos

Still to build

  • $1M+ adsYour 6 scripts, each with 3 openings that name $1M+ founders in the first 3 seconds
  • Score inside the pop-up5 to 7 questions, revenue first, so the promise is true
  • Score report emailThe automation that sends the report was never switched on
  • Your own audience as a seedSubstack and LinkedIn lists loaded into Meta
  • Real booking trackingCount a booking only when the calendar confirms it
  • US first relaunchOne steady budget, judged on real booked calls

Ads and funnel audit

10 November 2026

From ad to booked call

Every founder takes these five steps. Right now the chain breaks at step 3, where we promise a Score and do not give one.

  1. Step 1A founder sees the adPaused 3 Nov. The words call out any business, not $1M+Fixing
  2. Step 2They click to the Score page266 clicks and 149 page visits since 24 SepWorking
  3. Step 3They take the ScoreOnly name, email and phone. No score, no report arrivesBroken
  4. Step 4They watch and book14 opt-ins, 3 bookings counted but not checked against the calendarFixing
  5. Step 5Call with you, then the BridgeWe need to hear what happened on each callNeeds you

Where the money went, by country · $1,198 since 24 Sep

CanadaMostly Ontario and Quebec53%$635 · 11 opt-ins
United StatesYour chosen market31%$374 · 1 opt-in
United KingdomBefore the switch to North America16%$190 · 2 opt-ins

Where the money went, by age · same period

18 to 34Very few run $1M+ firms19%$232 · 2 opt-ins
35 to 5438%$454 · 8 opt-ins
55 to 6426%$317 · 4 opt-ins
65 and over16%$195 · 0 opt-ins

$2,137 spent since 30 July. The August lead form brought 59 contacts at $16 each, before we raised the bar to $1M+ businesses. The website funnel since 24 September brought 14 opt-ins at $86 each and 3 counted bookings at about $400 each. Fixing who we speak to, and giving people the Score we promise, are the two biggest levers.

Ads and funnel audit

10 November 2026

Are we reaching the right people?

Not yet. Meta shows ads to whoever the words describe. Our words describe "any profitable business", so that is who Meta found.

Who the ads reach today

  • Anyone aged 18 to 65+ in the US and Canada, all left to Meta
  • Opening line "If you're running a profitable business" fits a $200k trade business as well as a $10M firm
  • Headline "Your business may be worth more than you think" attracts people wanting a free valuation, and reads as finance
  • Canada is cheaper to reach, so Meta spent more there than in the US
  • No list of your own followers to show Meta what a good lead looks like

Who we should reach

  • Founder owners of businesses doing $1M to $50M a year, your own fit line
  • Mostly 40 to 65, 10+ years in, thinking about an exit, a raise or stepping back in the next 2 to 5 years
  • The business still runs through them. Know-how lives in their head, not on paper
  • Expert and service firms where know-how is the value: consultancies, agencies, professional services, tech enabled services, family firms
  • In the US first, then Canada and the UK once we know the cost per real call
  • People who already follow you on LinkedIn and Substack, and people like them

How we point Meta at them

  1. Say $1M in the first 3 seconds and the first lineThe words are the targeting. Name the person, their size and their worry.
    "Does your $1M+ business still need you every single day?"
  2. Use the words founders useExit, buyer, multiple, due diligence, runs without me, recurring revenue. Lead with wealth multipliers, not valuation.
  3. Short, direct headlines2 to 4 words that name the reader and the offer.
    "$1M+ founders: free Score" "Built to sell?"
  4. Ask revenue in the pop-upUnder $1M goes to a helpful page, not your calendar, so your time goes on buyers.
  5. Give Meta your best people as a starting pointYour Substack readers, LinkedIn connections, past leads and video viewers.
  6. US only to start, steady budgetCount only real calendar bookings, then let Meta find more people like the ones who book.

Ads and funnel audit

10 November 2026

Who does what next

Si and Funnels.com

  • Rewrite the ad openings and text to call out $1M+ founders
  • Edit your 6 scripts into 18 ads, 3 openings each
  • Move the Score questions into the pop-up, revenue first
  • Switch on the email that sends the Score report
  • Count a booking only when the calendar confirms it
  • Load your Substack and LinkedIn lists into Meta
  • Correct the facts on the pages once you confirm them
  • Relaunch in the US and send you a weekly update

Matteo

  • Record the 6 scripts, or tell us your recording date
  • Export your Substack subscribers and LinkedIn connections
  • Confirm the programme length: 28 days, 49 days or 8 weeks
  • Confirm what the free Score report contains
  • Confirm £ or $ for the 85 million financing
  • Give us the contact email for your pages
  • Tell us what happened on each of the 3 booked calls
  • Approve a daily budget for the relaunch

Ads and funnel audit

10 November 2026

Road to booked calls with $1M+ founders

Your goal is a steady flow of qualified US founders on calls for the High Valuation Bridge. This is the order we get there.

  1. 1
    Full audit doneEvery ad, setting and page checked. We know what to fix.
    Done
  2. 2
    Fix the funnelScore in the pop-up, report email on, real booking tracking, facts corrected
    Week 1
  3. 3
    Load your audienceSubstack and LinkedIn lists into Meta as the starting point
    Week 1
  4. 4
    New $1M+ ads18 ads from your 6 scripts, each naming the right founder up front
    Week 1 to 2
  5. 5
    Relaunch in the USOne steady budget, no mid-week edits, so Meta can learn
    Week 2
  6. 6
    Judge on real callsCost per booked call with a $1M+ founder, plus your notes on each call
    Weeks 3 to 5
  7. 7
    Grow what worksMore budget on winning ads, then test Canada and the UK
    Week 6 on

Prepared by Si and Funnels.com for The High Valuation Code · figures from your Meta ad account, 30 July to 10 November 2026