Tiny course · $27
Get it for $27
The market got more expensive. The fix is reading your own numbers in the right order, not waiting for CPL to fall.
Australian Facebook Ads cost per lead rose from $51.80 in July 2025 to $102.00 in June 2026, a roughly 97 percent increase across that twelve-month window, against a 12-month average of $50.80 AUD and a stated global median of $46.00 (SuperAds.ai, Facebook Ads Cost Benchmarks: Australia). Whatever you were paying a year ago, the market now wants close to double for the same lead.
That number alone doesn't tell you what to do about it. This course does: taken from the exact material in The Book Is the Funnel (Part 5: Advertising) and our own account history, it's the discipline that keeps a front end solvent when the cost side of the equation moves against you, not a bet that the market corrects itself.
“A threshold should come from what you measured last week, not from a number written down once. A static threshold is obsolete the week it's written, and it fails in whichever direction hurts most.”
I built analytics models for banks and miners before this. This course is built from the exact material in The Book Is the Funnel and our own account history, not from a script written to sound good.
Every bonus below is a tool or a book part sold on sixtysteps.co today, at today's price. Your bonuses arrive in your inbox the moment you pay. The course itself stays delivered by email.
Dear reader,
If you have read this far, you have probably already decided whether $27 is a risk worth taking. It is less than one hour of a strategist’s time. So the rest of this page is not about the lessons. It is about who is teaching them, and why this is six lessons, not sixty.
We are an analytics firm that got into Meta ads by accident, found that nobody was measuring them properly, and started fixing that one step at a time. This course is one of those steps.
My name is Ryan Richardson. For 6 years I built analytics models for banks and mining companies through a firm called Onwards Analytics. The brief was always the same: two systems that should agree do not, and someone senior needs to know which one to trust before the Monday meeting.
I had run Meta ads on and off for about five years. Once we ran them for our own offers, I was staring at the same problem I had been paid to solve for years, except now the two systems were Ads Manager and Stripe, and the person who needed to know was me.
So I did what I had always done. I traced every step between a stranger seeing an ad and a payment settling in Stripe, and wrote each one down. There were sixty. That list became a book called The Book Is the Funnel, and then a business called Sixty Steps that builds those steps for other people.
Three rules. We apply them to our own account before anyone else’s.
Stripe is the scoreboard. Every report, decision and invoice is measured against money that settled. Platform dashboards are inputs. If a number on one of our pages cannot be traced to Stripe, it is marked as reasoning.
Everything lives on your domain, in your name. Pages, checkout, email and tracking are real code you own. There is no page-builder licence, and nothing stops working if you stop working with us.
We use it before we sell it. This course is taught from our own account history, not a script written to sound good.
That is also why this course is $27. We are not trying to make money on six lessons. We are trying to get you to write down a kill threshold and a spend ceiling before the next dollar goes out, because a rising cost per lead caps everything else and almost nobody has one.
This course is one problem, six lessons, about 40 minutes: Australian cost per lead roughly doubled in a year, and most accounts are still being run on a click-through number that doesn't predict sales. Lessons 1 and 2 name the problem and the four-for-four high-click, zero-sale pattern from our own data. Lessons 3 to 6 are the fix: three gates in order, a kill threshold that recalculates from last week's numbers, a testing total and a spend ceiling written down before you spend, and a second door so a pricier paid channel isn't your only one.
It's short because the fix is a handful of written numbers, not a strategy workshop. Six lessons gets you a kill rule and a ceiling you can use this week.
The three bonuses are the material each lesson is built on. The Book Is the Funnel, Part 9: Analytics is the full part the Stripe-to-ad join behind the three gates comes from. What To Make Next turns the ranked weekly table from Lesson 5 into next week's brief. Six-Lever Diagnostic is the walkthrough for finding which of the six levers, not just cost per lead, is actually costing you leads.
Your bonuses arrive by email within a few minutes of paying, already minted and ready to open. The course is delivered to the same email address.
Then nothing happens. There is no onboarding sequence, no upsell call, no countdown. If you want the other tools or courses, you will find them on the site. If you want us to build the rest of the sixty steps for you, the site explains how that works and what it costs, and it starts with a free teardown that might say no.
If the course does not do what this page says, reply to the receipt email and say so, any time in the first 60 days. You will get your $27 back and I will want to know what went wrong.
P.S. If you only do Lesson 4, do it. A kill threshold that recalculates from last week's numbers changes how you read a bad week, even before you touch the rest.
