No, spending the most money is not the goal. Plenty of coaches have outspent their opponent for a prospect and lost. The type of recruiting tool the money is spent on makes a major difference. For example, a $10 phone call is no where close to the same value as a $10 promise of guaranteed playing time. "Face time" tools (evals, HVs, CVs) have more impact on a recruit than calls and letters. Distance and Prestige can also impact the amount of money spent.