The 13-Week Evergreen Plan

Confirm pixel is installed and firing on Systeme.io funnel pages. Create or verify a separate Meta ad account for Claire Falcon. Upload Soul Growth Summit email list as custom audience for lookalike seeding. Set up UTM parameters to track paid versus organic leads in Kit/Systeme.

Install a new, separate pixel on Claude Foundations funnel pages. Create a separate Meta ad account under the same Business Manager. No custom audience to upload — this starts from zero. Set up UTM tracking to separate paid from organic in Kit/Systeme.

Produce 8–10 ads per campaign (see creative section below). Each campaign needs 4 distinct copy angles with 2 visual treatments each. Static images, text-heavy graphics, and video if possible. This is the bottleneck — everything else is ready. Ads cannot launch without creative.

One campaign. One ad set. 8–10 ads inside. Controls: location only (UK, US, Canada, Australia, Ireland). Suggested audience: SGS lookalike + 1–2 interest signals (spirituality, intuition, dream interpretation). Conversion objective: leads (opt-in). Let Meta distribute spend across creatives. Do not touch anything for 7 days — the pixel needs uninterrupted learning time.

One campaign. One ad set. 8–10 ads inside. Controls: location only (same countries). Suggested audience: 1–2 interest signals (online business, course creators, AI tools, digital entrepreneurship). No custom audience — there isn't one yet. Conversion objective: leads. Same rule: do not touch for 7 days.

Check stats once daily at most. You're looking at delivery (are ads spending?) and CPL trend (is it moving downward?). Do not pause ads, change budgets, or edit creative during week 1. Meta is learning. Interference resets the learning phase.

Review CPL across all ads. Are any consistently below $3? Those are winners — leave them alone. Are any above $7 with significant spend? Those are underperformers — pause them. Review landing page conversion rate in Systeme.io. Target: 25%+ for workshop, 35%+ for guide/quiz. If landing page is below 20%, stop ads and fix the page before continuing. Check total leads generated — you should have 35–50 across both campaigns.

Revenue expected: $0. This is normal. Leads from week 1 are just entering the email sequence. The fastest buyers are still 7–10 days from purchase.

The CF pixel now has approximately 45–50 leads of data. If CPL is at or below $5 and landing page conversion is above 20%, scale Claude Foundations from $15/day to $20/day. Increase in a single move, not gradually — at this budget level, $5 increments are fine. If CPL is above $6, do not scale. Refresh the weakest 2–3 creatives with new variations and give it another week.

Claire Falcon stays at $20/day. She's accumulating leads and the pixel is learning. Don't scale yet — wait for the first IA sale to fund the increase.

First creative refresh. Not replacing winners — adding alongside them. Use the Creative Testing Tool at the ad level so new creatives get fair exposure against established performers. Change comparison metric from post engagement to cost per lead.

Revenue: possibly one fast-mover IA sale ($997) from week 1 leads. If it arrives, immediately scale Claire Falcon to $25/day. This is the trigger rule in action.

Pixel has 60–70+ leads. Scale to $20/day if you haven't already, or to $25/day if week 3 data was strong. The algorithm is now learning from real audience data, not guessing.

If first IA sale has arrived: you're at $25/day, funded by revenue. If not yet: stay at $20/day. It's coming — the email sequence is doing its work. Don't panic-scale or panic-cut.

This is the peak cash exposure point. You've spent roughly $1,000–$1,050 and revenue is $0–$997. From here, the gap closes every week as sales begin arriving.

Week 1 and 2 leads have now completed the full email sequence. At 2% conversion: 1–3 IA sales ($997–$2,991) and 0–1 CF sales ($0–$497). Total revenue arriving: $997–$3,488. The gap between spend and revenue is closing or already closed.

First IA sale (if not already): scale CF to $25/day. Second IA sale: scale to $30/day. This is Claire Falcon's cruising altitude. The system earned its way there — you didn't fund it.

You should now have 12–14 ads per campaign. New angles informed by which initial ads performed best. If the identity-challenge angle is winning for Claire Falcon, create variations. If the empathy angle is winning for Claude Foundations, double down with new visual treatments.

Both campaigns at full speed. Claire Falcon at $25–30/day. Claude Foundations at $25/day. Monthly revenue now exceeds monthly spend. Combined: ~$6,473/month in, ~$1,650/month out. Net profit: ~$4,823/month.

The CF email list now has 200–250 subscribers who opted in for an AI workshop. These are the exact people who would want Lovable. Send a beta launch sequence: limited spots, founding member pricing, real feedback loop. Beta framing creates genuine scarcity. Revenue from beta sales is pure upside — no additional ad spend needed.

Both email lists now have enough subscribers for cross-pollination. Add a Toolkit-focused email to both sequences for subscribers who match the profile (spiritual + business-oriented on CF list, AI-curious + business owner on Claude list). No ad spend. Pure email play.

Third creative refresh — add 3–4 more ads per campaign. Target: 15–18 ads per campaign by end of week 8.

The evergreen campaigns continue as normal. Every lead who enters this week still has 2–3 weeks before BF — enough for initial nurturing. Leads from earlier weeks are deeply warmed. Do not redirect evergreen budget to BF — they serve different functions.

Finalize BF offers across all strands. Claire Falcon's BF campaign is already built from three years of running it. The new variable is the larger warm audience from the evergreen system. Prepare BF email sequences for both the CF and Claude Foundations lists. Toolkit BF offer goes to warm subscribers from both lists via email — no additional ad spend.

Final creative refresh — add 2–3 fresh ads per campaign. Target: approaching 20 ads per campaign. Gemma has 21.

BF email sequences fire to the entire combined list (800–1,000+ subscribers across both strands). Claire Falcon's existing BF campaign runs as it always has — but to a larger audience. Claude Foundations BF offer (special pricing, bonus, or bundle) goes to the CF list. Toolkit BF offer goes to the intersection: subscribers on both lists, or subscribers who engaged with Toolkit-related content.

At 5% conversion on warm subscribers: 40–50 BF sales across all offers. This is pure upside on top of the evergreen baseline revenue that continues during the same period.

If budget allows and evergreen is performing well, consider temporarily boosting to $40/day on Claire Falcon with urgency-driven creative ("last chance" / "closes tonight"). Only if the evergreen campaign is already proven and CPL is stable. This is aggressive and optional — not required for BF to work.

BF is complete. Return to normal evergreen operations. Both campaigns continue at cruising altitude. The 13-week sprint window closes but the infrastructure remains. From here: maintain the $55/day system, refresh creative every 3–4 weeks, monitor CPL and conversion, and let the machine run.

Review the full 13-week data: total ad spend, total revenue, total leads, actual CPL, actual conversion rate per strand. Compare to projections. Use this data to plan the Q1 2027 budget and any adjustments to the system.