TPE #106: More — Better — New (the perfect framework to scale anything)

Read time: 3 minutes

GM, Miles here with The PPC Edge! :)

Looking to scale Google Ads accounts? I have something for you.

I recently listened to The Game podcast by Alex Hormozi, where he was asked how to scale a business.

He shared a simple framework that changed everything for me.

It’s so simple yet so effective…

It’s called the “More — Better — New” framework.

You can use it to scale anything:

• Google Ads accounts.
• Google Ads creatives.
• LinkedIn content.
• Your personal brand.
• And almost everything else.

It gives clarity on what you can/must do to grow and I’ve been using it in my businesses ever since I heard about it from Hormozi.

You can apply this framework to nearly everything, but I will apply it to Google Ads (we’re PPC Experts after all).

Let’s dive right in, you’re gonna love this one.

“More — Better — New”: the perfect framework to scale anything.

Imagine your client comes to you and says: “Hey, we want to scale — what can we do?”.

What would your answer be?

You’d probably think of new stuff to try out:

• New channels.
• New strategies.
• New experiments.

And while there’s nothing wrong with that, you’re missing out on two big (low-hanging fruit) opportunities: doing more of what’s currently working and ideally doing them better (before you try new stuff).

Whenever I look for scale, I use the “More — Better — New” framework.

Simply stated, what you can do to scale (in this order):

• You can do more of what’s currently working.
• You can do what you’re currently doing better.
• You can do something new.

This has given me a lot of clarity, focus, and direction.

Let’s dive into the framework.

Step 1: Do more of what’s currently working.

Before you try anything new — ask yourself “What’s currently working that we can do more of?”.

You can almost always do more.

Analyze your best-performing campaigns and ads, and simply do more of those.

Double your inputs:

• Increase spend.
• Increase traffic.
• Add more creatives.
• Etc.

After you do more, you can do what you’re currently doing, but better.

Step 2: Do what you’re currently doing, better.

Getting better gives you more results for the same effort, and that’s what you want.

And as Hormozi said: you can only get better by doing one thing — testing.

In his words: “You do more and more, until it breaks. Then, you make it better”.

If you do “more” long enough, your CAC (Cost to Acquire a Customer) will eventually get too high, so you have to optimize your setup and make it better.

• Did results improve? Great, keep doing it.
• Did results decrease? Keep optimizing.

Every action a prospect takes in the customer journey is a potential “drop-off” point.

Test and optimize the points with the highest drop-off rates.

• Low CTR? Optimize your ads.
• Low CVR? Optimize your landing page/offer.
• Low Lead-to-Sale Rate? Optimize the sales process.
• Low traffic? Optimize your targeting (keywords etc.)
• Etc.

Generally speaking, you’ll see the biggest impact on results by optimizing what happens after the click (the landing page, offer, CTAs, sales process etc.).

Of course, your Google Ads account needs to be set up correctly, but it’s always smart to focus the majority of your optimization time on improving what happens after the click, since this is directly tied to your conversion rate.

Beware: time is limited. If you want the biggest return on ad spend and time, find the biggest bottlenecks and run one (big) test at a time.

And always test until you reach statistical significance.

After you run many experiments, your effort to make it better yields lower returns.

If that happens, you can invest your time into something new that will bring higher returns.

Step 3: Do something new.

After you’ve improved your marketing with more and better, it’s time to try out new stuff.

I’ve worked with 100+ big and small clients and there’s always something new you can try:

• New advertising channels (YouTube, Meta, TikTok, TV, etc.).
• New advertising formats (Shorts, Reels, Podcasts etc.).
• New influencers, affiliates, and sponsorships.
• New funnels, offers, and landing pages.
• Etc.

So when do you do new?

“When the returns you get from doing more/better are lower than what you could get from a new placement or new way of advertising” — Alex Hormozi.

To summarize: the ultimate sweet spot for scale? More, better.

If you want to scale, start by doing more of what’s currently working, AND make it better.

Only after you’ve maxed that out, try new things.

Every time you go for new, there’s a learning curve that fragments your attention.

This could hurt what you’re doing that’s already working.

Therefore, always do more, better first to grab those low-hanging fruits.

This framework has given me tremendous clarity on how I approach scaling, and I hope you found it valuable as well!

If you’re looking for practical ways to scale Google Ads (the ins & outs on Advanced Conversion Tracking, Modern-Day Search, Google Shopping, Performance Max & so much more), then consider joining The PPC Hub.

Inside you’ll find everything you need to confidently drive results.

Click here to get more info and join if that interests you! :)

Lastly: the “More — Better — New” framework originally appeared in Alex Hormozi’s $100M Leads book. I highly recommend reading it!

Thanks for reading — see you next week!

Cheers,

Miles (& Bob)