A healthy ROAS number does not mean you’re making money.

Emma Rainville (the Wizard of Ops) and Mitch Barham (the Wizard of Ads) on why scaling ads should never be the goal — and what to scale instead.

Your 4x, 5x, 37x might not be profitable at all. Mitch walks through the actual math — margins, cost of goods, out-the-door costs, AOV, CPA — and what you can pay to acquire a customer without losing your shirt. Emma sets the profit goal first and works backwards to the ads, never the other way around. Plus the single KPI that runs every Chick-fil-A, and why whatever is already in your business is exactly what more traffic will multiply.

⏱️ TIMESTAMPS

1:21 – Everyone wants to scale ads

2:51 – Know your margins first

3:40 – The math: AOV, CPA, and what’s left

5:49 – Two ways to scale (pick one on purpose)

9:26 – Subscribe + comment break

10:02 – Whatever you focus on improves

11:00 – Set the profit goal, work backwards

11:28 – Revenue belongs to the company. Profit belongs to you.

11:51 – Chick-fil-A runs on one KPI

15:39 – Now the agents have KPIs too

15:58 – Your goal should never be to scale ads

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Get in Touch with Emma Rainville

YouTube: https://www.youtube.com/@followtheybrpodcast

Website: https://wizardofops.com/

Instagram: https://www.instagram.com/emma_rainville512

LinkedIn: https://www.linkedin.com/in/rainvilleoperationsguru

TikTok: https://www.tiktok.com/@emma_rainville512

Connect with Mitch Barham

Mastermind: https://paidadsmastermind.com/

Website: https://barhammarketing.com/

Instagram: https://www.instagram.com/beardprenuer

LinkedIn: https://www.linkedin.com/in/mitch-barham

TikTok: https://www.tiktok.com/@beardprenuer