---
title: "Three phases of scaling paid ads"
description: "How much to spend and when."
canonical: https://tomsharman.com/bookshelf/100m-leads/three-phases-of-scaling-paid-ads/
updated: 2026-11-03
---

# Three phases of scaling paid ads

> How much to spend and when.

Alex Hormozi's framework, from $100M Leads, pp. 220 to 234.

Framework 24 of 46 from [$100M Leads](https://tomsharman.com/bookshelf/100m-leads/index.md) by Alex Hormozi. Category: Paid ads.

## The steps

1. **Track money.** Set up tracking before any spend.
2. **Lose money.** Invest in learning; test with 2x the 30-day cash from a customer.
3. **Print money.** Reverse the daily budget from the number of customers you want.

## Where it comes from

From chapter: #4 Run Paid Ads Part II: Money Stuff, pp. 220–234

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/three-phases-of-scaling-paid-ads.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/three-phases-of-scaling-paid-ads-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/three-phases-of-scaling-paid-ads.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/three-phases-of-scaling-paid-ads-dark.png