Scott Desgrosseilliers: How to Optimize Ad Spend: Scale, Chill, or Kill?

In the high-pressure arena of digital marketing, where budgets can vanish in a blink and campaigns demand constant tweaks, one entrepreneur's revelation cuts through the noise. Scott Desgrosseilliers, CEO of Wicked Reports with over a decade at the helm, analyzed nearly 60,000 Meta campaigns from close to 1,000 advertisers. What he found wasn't a data overload or a need for fancier models—it was a human-centered framework for ad spend optimization that aligns signals with strategy. Imagine a first-generation marketer juggling creative ideas while deciding if today's numbers warrant action or patience, or a mid-career professional from an underrepresented group seeking tools to scale their e-commerce side hustle without burnout. Desgrosseilliers' insights offer a methodical way to navigate these dilemmas, blending marketing attribution with life lessons from spirituality and family.

The Scale, Chill, Kill Framework Explained

At the heart of Desgrosseilliers' approach is the Scale, Chill, Kill framework—a disciplined method to evaluate ad performance beyond hitting or missing a single target metric. This framework prevents knee-jerk reactions to daily fluctuations, like slower traffic on weekends, by creating zones for decision-making.

• Scale: When metrics exceed expectations, ramp up spending to capitalize on momentum.

• Chill: In the sweet spot? Maintain budgets and focus elsewhere, avoiding unnecessary tweaks.

• Kill: Underperforming? Cut losses swiftly to redirect resources.

  
  

As Desgrosseilliers explains, "You can't just have one target metric that you're trying to hit because you either hit it or you don't each day. And then that creates, oh, I'm not hitting the target today. And then you got to go look at all the data."

This strategy emphasizes alignment between your goals and measurement, ensuring ad spend optimization drives real business outcomes.

Navigating AI in Meta Campaigns: Opportunities and Pitfalls

With AI powering Meta Advantage campaigns, advertisers see promises of 20% more conversions with less effort. However, Desgrosseilliers' research reveals a hidden shift: AI often prioritizes retargeting and bottom-of-the-funnel users, leading to short-term gains but long-term stagnation.

His data team uncovered that while conversions rise, new customer acquisition suffers. "They're turning a lot of things into retargeting... If you're not getting new people into your funnel, then it's going to dry out and you're going to stagnate."

To counter this, Desgrosseilliers advocates signaling Meta's AI for new customers through custom events and targeted creatives. Products like Wicked Reports' Signal tool automate this, but the principle applies universally: match intention to measurement for sustainable growth in AI-driven marketing.

Reflect on your own campaigns— are you seeing repeat buyers dominate? Consider auditing first-click attribution to reveal true top-of-funnel performance.

The Five Forces Framework: Parallels to Life and Marketing

Drawing from spiritual practices on reality creation, Desgrosseilliers developed the Five Forces framework, viewing ad spend optimization as akin to taking the "next best step" in life.

• Intention: Define your goal, like acquiring new customers.

  
  

• Expectation: Set realistic parameters, including measurement timelines.

  
  

• Action: Launch campaigns aligned with the above.

  
  

• Outcome: Evaluate results against zones (e.g., $50-$60 cost per acquisition for chill).

  
  

• Optimization: Adjust based on secondary metrics like conversion rates.

  
  

This mirrors personal goals, such as buying a home, where expectations can block paths. "In the universe, if you have an intention, there's multiple paths to get you there. But if you've decided, I'm only going to get there because of this one way, you've closed yourself off."

For diverse entrepreneurs, this framework fosters resilience—whether you're a young professional building a brand or a global marketer adapting to cultural nuances.

What is Marketing Attribution, and Why Does It Matter?

Marketing attribution assigns credit to touchpoints in the customer journey, but Desgrosseilliers stresses there's no one-size-fits-all model. It depends on your objectives, from first-click for awareness to multi-touch for complex sales.

In an AI era, accurate attribution prevents over-reliance on platform reports that favor retargeting. Tools like Wicked Reports provide clarity, but the key is expertise in selecting models and trends.

Balancing Expertise and Automation: AI's Role in Attribution

After 25,000 hours in the field, Desgrosseilliers shifted from manual analysis to AI-guardrailed automation. Wicked Reports now delivers daily insights: a summary, bullets on traffic, creative, and budget, plus action recommendations.

"It's better than me. It's way faster than me. And it doesn't make a mistake," he notes.

This saves time for creatives who value data but dread deep dives, focusing on high-ROI actions.

Personal Insights: Family, Transparency, and Initiative

Desgrosseilliers shares a relatable anecdote from July 4th in Marblehead, Massachusetts. For the first time, he and his wife enjoyed a boat outing while their kids (ages 8, 13, and 15) earned money independently—through a lemonade stand and a retail job.

"We don't try to shield them from the way the world works... That's how we get to take the trips."

This transparency mirrors his marketing philosophy: honest metrics lead to better decisions, fostering initiative in business and life.

Key Takeaways and Next Steps

Optimizing ad spend isn't about more data—it's about strategic alignment, human psychology, and AI with guardrails. The Scale, Chill, Kill and Five Forces frameworks provide a roadmap for sustainable growth, while mindful AI use ensures new customer acquisition.

Challenge yourself: Review one campaign using these lenses. What zone does it fall into?

For more, explore resources like Google's guide on marketing attribution  or Harvard Business Review studies on AI in advertising. Join communities on platforms like LinkedIn for diverse perspectives.

Share your ad spend stories on social media—tag us to spark discussions. Ready to apply these insights? Start with a free audit of your Meta campaigns today.