Good question! I actually hadn't noticed it changed that much, but you're right.

The biggest difference was that in 2022, I hired a paid ads consultant to set up ads automation for me on a few different platforms. That had a high up-front cost, but then it was inexpensive to maintain those ads in 2023.

I also spent money experimenting on more channels in 2022, so in 2023, I cut out spending on the ones that weren't earning a positive ROI.

If possible, could you please the website for this ads consultant?

Could you share platforms/channels were more profitable/worth it and which of them weren't? I love your blogs btw!