Introduction
If you have ever managed Facebook or Instagram ads, you know the feeling. You launch a campaign, the metrics look green for a few days, and then suddenly—crash. The cost per result skyrockets, the frequency gets too high, and your once-profitable campaign starts draining your budget. It is a frustration that keeps marketers up at night. In my experience, the transition from a small, successful test to a scaled, profitable campaign is where most businesses fail. This is precisely why I decided to dive deep into Jon Loomer – Failing to Scaling 2018. This course is not just about increasing your budget; it is a masterclass in stabilizing your ad account and building a foundation for sustainable growth.
When I first encountered the Jon Loomer – Failing to Scaling 2018 training, I was skeptical. There are thousands of resources out there claiming to have the “secret” to Facebook ads. However, this course stands out because it addresses the harsh reality of ad performance decay. It doesn’t promise a magic button; instead, it provides a systematic approach to diagnosing why accounts fail and how to engineer them for long-term success. Whether you are an internal marketer handling a modest budget or an agency freelancer managing millions, the principles taught here are critical. In this review, I will walk you through every aspect of the course, from the fundamental setup to the advanced scaling techniques that can turn a struggling account into a revenue-generating machine.
What sets this training apart is the instructor, Andrew Foxwell. With a track record of managing over $10 million in ad spend for clients like Square and Fitbit, Andrew brings a level of expertise that is rare in the industry. He doesn’t just teach theory; he shares the exact tactical shifts he uses to save accounts from the brink of failure. Jon Loomer – Failing to Scaling 2018 is essentially a distilled version of high-level agency knowledge, made accessible for anyone willing to put in the work. If you are tired of the “scale and fail” cycle, this course is the roadmap you have been looking for.
Course Description
The Jon Loomer – Failing to Scaling 2018 course is a comprehensive training program designed to bridge the gap between basic Facebook advertising knowledge and advanced, scalable execution. Unlike many introductory courses that focus solely on the interface and how to create a campaign, this training dives into the strategic nuances that separate amateurs from pros. The course is structured around two intensive 90-minute webinar lessons that have been revamped and updated from earlier versions to focus heavily on turning underperforming accounts around. It is a direct response to the common pain point of unpredictability in ad performance.
The teaching style is incredibly practical. Andrew Foxwell uses real-world examples to illustrate complex concepts, ensuring that you not only understand the “what” but also the “why” behind every strategy. The course moves beyond surface-level tips to explore the architecture of a successful ad account. It covers everything from the initial setup required to scale effectively to the immediate steps you must take when you see a performance dip. Whether you are struggling with the learning phase, audience overlap, or simply don’t know how to allocate your budget for maximum ROI, this course provides the blueprint. It is rigorous, detailed, and specifically crafted for those who need to move past the plateau and achieve consistent, scalable growth.
One of the unique aspects of this training is the format. It features two in-depth lessons, each including detailed presentations followed by a robust Q&A session. This means that common objections and specific scenarios are addressed directly, giving you a well-rounded understanding of the material. Even if you cannot attend the live sessions, the replays are invaluable, allowing you to pause, rewind, and re-watch complex sections until you have mastered the techniques. The Jon Loomer – Failing to Scaling 2018 course is essentially a workshop experience that you can access on-demand, packed with actionable insights that you can apply to your campaigns immediately.
Ideal Student
- Intermediate Facebook Advertisers: If you already know how to run ads but are hitting a wall with scaling, this course is designed for you. It is perfect for those who understand the basics but need advanced strategies to grow.
- Agency Managers and Freelancers: If you manage multiple client accounts and struggle to maintain predictability across different verticals, Andrew’s strategies for account restructuring will be a game-changer for your service delivery.
- E-commerce Store Owners: Particularly those utilizing Dynamic Product Ads (DPA). The course has specific modules dedicated to DPA optimization, catalog quality, and cross-selling, which are vital for online retail.
- Marketers Facing Ad Fatigue: If your costs are rising and performance is declining despite your best efforts, this course teaches you exactly how to diagnose the decline and stabilize the account.
- Previous Students of Scaling Courses: Even if you have taken other courses on scaling, the specific focus on “failing” and turning accounts around offers a fresh perspective that complements previous learnings.
Learning Outcomes
- Master Sustainable Growth: You will learn how to set up accounts specifically for scaling, ensuring that short-term wins can be converted into long-term Return on Ad Spend (ROAS).
- Diagnose and Repair Decline: Gain the skills to identify exactly when and why an account starts to fail and implement immediate steps to stop the bleeding and recover performance.
- Advanced Scaling Tactics: Understand the pros and cons of horizontal versus vertical scaling and when to apply each method for maximum efficiency.
- Structural Optimization: Learn to build an intentional ad account structure that minimizes audience overlap and maximizes the effectiveness of the Facebook algorithm.
- Catalog and Pixel Mastery: Develop a deep understanding of pixel optimization and dynamic product ad strategies, including cross-selling and up-selling techniques to increase customer lifetime value.
Course Modules
p>The course is structured into digestible modules that build upon one another, taking you from the fundamentals of sustainable growth to highly advanced troubleshooting tactics. Below, I break down each module to give you a clear picture of what is inside Jon Loomer – Failing to Scaling 2018.Module 1: Sustainable Growth Fundamentals
This foundational module sets the stage for everything that follows. It is not enough to just want to scale; you must have an account that is built to handle it. Andrew Foxwell begins by explaining the core philosophy behind sustainable growth. We often mistake “spending more” for “scaling,” but this module clarifies the difference. You will learn how to set up your accounts correctly from day one, ensuring that your foundation is solid before you attempt to increase spend.
Key takeaways include:
• Understanding the difference between short-term spikes and long-term ROI.
• How to audit your current account setup for structural weaknesses.
• Setting clear, realistic expectations for scaling results based on your budget and niche.
Module 2: The Learning Phase and Stability
One of the biggest hurdles in Facebook advertising is the “learning phase.” This module demystifies this often-misunderstood period. Instead of fearing the learning phase or shutting campaigns off too early, you will learn how to navigate it. Andrew explains how the algorithm works and what it actually needs from you to exit the learning phase successfully. This is crucial for anyone struggling with inconsistent results.
Key takeaways include:
• Identifying exactly when your ads are actively learning versus when they are stabilized.
• How much data you actually need before making optimization decisions.
• Strategies to speed up the learning phase without wasting budget on ineffective creatives.
Module 3: Account Structure and Naming Conventions
A messy account leads to messy results. This module dives deep into the best practices for account structure and naming conventions. It might sound tedious, but a well-organized account is significantly easier to scale and troubleshoot. You will learn how to construct your campaigns and ad sets in a way that makes sense to the Facebook algorithm and to you.
Key takeaways include:
• The ideal hierarchy for campaigns aimed at scaling.
• Naming conventions that allow for quick segmentation and reporting.
• How to organize your account to facilitate “horizontal scaling” across different audiences.
Module 4: Horizontal vs. Vertical Scaling
This is the meat of the scaling strategy. Andrew breaks down the two primary methods of scaling: horizontal and vertical. You will learn the distinct advantages and disadvantages of each. More importantly, you will learn when to use which strategy. For example, vertical scaling (increasing budget on winning ad sets) can lead to audience saturation, while horizontal scaling (finding new audiences) requires more creative testing.
Key takeaways include:
• How to execute vertical scaling without triggering the “budget learning phase.”
• Tactics for horizontal scaling to reach new potential customers without exhausting your current audience.
• Balancing the two approaches for compound growth.
Module 5: Audience Overlap Solutions
Audience overlap is the silent killer of many ad accounts. When your ad sets compete against each other, it drives up costs and confuses the algorithm. This module provides a deep dive into identifying overlap and fixing it. Andrew provides actionable steps to diagnose overlap issues and restructure your targeting to ensure your ad sets are complementing, not competing with, each other.
Key takeaways include:
• Using Facebook’s “Overlap” tool effectively to spot problems early.
• Strategies for exclusions to keep your audiences separate.
• When to consolidate audiences versus when to split them up for better testing.
Module 6: Bidding and Budgeting Strategies
Your bid strategy and budget allocation are the levers that control your ad performance. In this module, you will move beyond the default “lowest cost” setting. Andrew discusses advanced bidding strategies that can help you stabilize costs and gain control over the auction process. This is essential for scaling predictably.
Key takeaways include:
• Understanding when to use cost caps versus bid caps.
• How to allocate budget across ad sets to maximize total conversion volume.
• The “race” analogy: knowing when to spend hard and when to pull back.
Module 7: Pixel Optimization
The Facebook Pixel is the engine of your advertising. If the data is bad, your optimization will be bad. This module focuses on ensuring your pixel is firing correctly and capturing the right data. You will learn how to troubleshoot pixel issues and set up custom events that matter for your business. A well-optimized pixel leads to better lookalike audiences and more efficient ad delivery.
Key takeaways include:
• Auditing your pixel for missed events or deduplication errors.
• Setting up value-based custom conversions for higher-value optimization.
• Ensuring your pixel data is accurate enough to power advanced scaling strategies.
Module 8: Advanced DPA and Catalog Techniques
For e-commerce marketers, this module is pure gold. It covers Dynamic Product Ads (DPA) in depth. You will learn how to optimize your product feed, set up DPA windows correctly, and use cross-selling and up-selling strategies to increase average order value. Andrew also covers quality checking your product catalog to ensure your best products are being shown.
Key takeaways include:
• Setting up specific DPA campaigns for retargeting versus prospecting.
• Troubleshooting common DPA issues like incorrect pricing or out-of-stock items.
• Using cross-sell and up-sell audiences to maximize revenue from existing traffic.
Module 9: Diagnosing Decline
What do you do when the numbers turn red? This module is a systematic guide to diagnosing performance decline. It moves beyond panic and provides a checklist of variables to check. From ad fatigue to market changes, you will learn how to isolate the variable causing the drop. This is the most important skill for long-term account management.
Key takeaways include:
• The hierarchy of checks: Creative, Audience, Placement, and Bidding.
• How to identify if the issue is account-wide or campaign-specific.
• Immediate actions to take to save money while you diagnose the problem.
Module 10: Restructuring for Recovery
Sometimes, an account is too broken to fix with small tweaks. It needs to be restructured. This final module teaches you how to take an account with poor past performance and rebuild it. You will learn how to wipe the slate clean strategically, keeping what works and discarding what doesn’t. It is about resetting the algorithm’s memory for a fresh start.
Key takeaways include:
• How to archive old campaigns and migrate data to new structures.
• Testing new angles that are distinct from failed attempts.
• Stabilizing the account post-restructure to ensure the new performance sticks.
Real-World Applications and Success Stories
The strategies taught in Jon Loomer – Failing to Scaling 2018 are not theoretical; they are battle-tested in the real world. The concepts of horizontal scaling and restructuring are directly applicable to any business running ads. For instance, the approach to handling the learning phase is a universal struggle for advertisers of all sizes. By applying the module on sustainable growth, a small business owner can stop chasing viral hits and instead build a steady stream of leads. The techniques regarding audience overlap are particularly relevant for brands with limited niche audiences, where every dollar counts and overlap can be fatal.
The success stories stemming from Andrew Foxwell’s methodology are well-documented. His agency, Foxwell Digital, has managed campaigns for titans like Square, Eventbrite, and Fitbit. These are not just brands with deep pockets; they are businesses that rely on precise, efficient scaling. Students of this course have applied the “Diagnosing Decline” module to save accounts that were on the verge of being shut down, identifying that a simple bidding strategy change or a catalog feed fix was all that was needed. The ability to turn a failing campaign around is a skill that pays for itself many times over, and that is exactly the real-world value you get here.
Pricing
Investing in your education is one of the highest ROI activities you can do as a marketer. The Jon Loomer – Failing to Scaling 2018 course is offered as a one-time payment, giving you lifetime access to the materials and any future updates to the webinar recordings.
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- One-Time Payment: $595.00 USD for full access to the course modules, webinar replays, and Q&A sessions.
This price point reflects the advanced nature of the content. It is not a beginner’s intro course; it is a specialized workshop designed to save you thousands in wasted ad spend through better strategy. Considering the cost of even a single failed campaign, the investment is a no-brainer for serious marketers.
Pros and Cons
Pros
- Expert Instruction: Taught by Andrew Foxwell, a recognized industry expert with experience managing millions in ad spend for top-tier clients.
- Focus on Troubleshooting: Unlike most courses that only teach “how to launch,” this course excels at teaching “how to fix” when things go wrong.
- Advanced Tactics: Covers sophisticated topics like horizontal scaling, DPA optimization, and audience restructuring that are hard to find elsewhere.
- Practical and Actionable: The content is devoid of fluff, focusing entirely on actionable steps you can take immediately.
- Relevant for E-commerce: The modules on Dynamic Product Ads and catalog optimization are incredibly valuable for online stores.
- Q&A Included: The inclusion of Q&A sessions helps address specific edge cases and clarifies complex points.
Cons
- Not for Beginners: If you have never run a Facebook ad before, this course will likely be too advanced. You need foundational knowledge first.
- Webinar Format: Some learners prefer highly produced, bite-sized video lessons over long-form webinar recordings.
- Price: At $595, it is a significant investment compared to cheaper, more generic courses.
- Specific to 2018 Context: While the core strategies are timeless, some interface mentions may be dated, requiring you to adapt to the current Ads Manager layout.
- Focus on Ads Manager: Less focus on creative strategy (video production, copywriting hooks) and more on technical setup and optimization.
- No Community Access: There is no mention of a private student group or community for ongoing networking.
FAQs
Is this course suitable for beginners?
No, Jon Loomer – Failing to Scaling 2018 is an advanced course. It assumes you already know how to create campaigns and are looking to scale and troubleshoot existing accounts.
How long do I have access to the content?
The course is available via a one-time payment, which typically grants you lifetime access to the webinar replays and course materials.
Will this work for businesses that are not e-commerce?
Yes, while there is a strong focus on e-commerce tactics like DPA, the core modules on scaling, bidding, and restructuring apply to lead generation and service-based businesses as well.
Do I need a large ad budget to apply these strategies?
Not necessarily. While scaling often requires spend, the principles of account structure and stability are crucial for saving money at any budget level.
What is the difference between horizontal and vertical scaling?
Vertical scaling involves increasing the budget on existing successful ad sets. Horizontal scaling involves finding new audiences, placements, or creatives to spread your spend across. The course covers both in detail.
Who is the instructor for this course?
The training is led by Andrew Foxwell, co-founder of Foxwell Digital, a renowned expert in Facebook and Instagram advertising.
Final Verdict
After thoroughly reviewing the content and structure of Jon Loomer – Failing to Scaling 2018, I can confidently say that this is one of the most valuable technical resources available for advanced Facebook advertisers. The course does not try to be everything to everyone; it targets a specific pain point—stagnant or declining ad performance—and solves it with surgical precision. Andrew Foxwell’s teaching style is clear, authoritative, and deeply practical. He respects the intelligence of his students and dives straight into the complex mechanics of the Facebook algorithm.
The transition from “failing” to “scaling” is the hardest part of social media marketing. Most courses teach you how to start the race, but this one teaches you how to finish it. The modules on diagnosing decline and account restructuring are, in my opinion, worth the price of admission alone. They provide a systematic approach to problem-solving that empowers you to act confidently when your metrics drop, rather than reacting in fear.
However, it is important to reiterate that this is not for novices. If you are still learning what a “campaign” is, you will be overwhelmed. But for the intermediate to advanced advertiser—the agency manager, the in-house lead, the e-commerce owner—this course is an essential investment. It shifts your mindset from chasing wins to engineering stability. If you are ready to stop guessing with your ad budget and start executing a proven strategy for long-term growth, Jon Loomer – Failing to Scaling 2018 is the course you need.
