[ CASE STUDY ] How Our Client Sustained a 10.79X ROAS from Her Evergreen Funnel

CLIENT:  b2b Agency Owner + Business Coach, Course Creator & Podcaster

OFFERS:

A 6-12 week, self-paced course on bookkeeping, with an upsell to an evergreen high-ticket group coaching program on how to start a profitable service based business with a live support element.

SUMMARY: 

This client already had some momentum through her weekly podcast and had been effectively marketing and selling her programs on social media platforms - so she was ready and positioned to scale significantly with consistent results from advertising.

When faced with the challenge of scaling her results through Meta Ad Campaigns, we knew that leveraging her existing podcast in her strategy was the way to go. 

We created an initial campaign targeting her existing followers, and layered on awareness and list building ads that brought in new leads to her community. Not only did this allow her to continue reaching out to people who were already familiar with her business, but it also introduced a new audience to her brand and its offering.

The result? A ROAS of 10X!

GOAL:

To get high quality applicants enrolled in a comprehensive skills course, and ultimately apply for a program that teaches students how to start their own service based business - all without a sales call!

This coach came to us with a small but loyal and highly engaged following to her podcast and social media accounts. She had early traction and momentum from her podcast, yet had not mastered the art of online sales from Meta ads. We set out to make ads work for her with an emphasis on using a funnel in her ads manager to build rapport and trust with potential clients on autopilot.

CAMPAIGN TIMEFRAME:  9 Months

PROGRAM INVESTMENT:

Skills Course: $1,197 Pay-In-Full or $2,200 with a payment plan

Service-based Business Course + Coaching: $2,000 One-Time + $197/month

STRATEGY:

We started out by using engaging content from the client’s already successful podcast to create a warm audience ad test. The objective was to test and validate messaging to capture quick wins with people in her existing audience, before expanding to cold audiences. 

The video content from her podcast episodes proved to be very valuable in engaging the client’s audience and getting the right people into her funnel.

Through strong calls to action on the thank you page for the lead magnet which directed people to her podcast, she has seen a significant increase in subscribers and monthly downloads grew from about 3000 to 5000 monthly downloads.

Ads brought her from 23.3k to 56.6k lifetime downloads, and her email list grew by 1600.

We then ran a lead magnet (a podcast episode turned into a pdf guide!) to a cold audience and by the end of the first quarter we saw a ROAS of 7X!

In the 2nd quarter, we ran a 4-day live workshop to her warm audience. It was so successful that we turned it into an evergreen event - and have had much success running these ads to a cold audience. Since then we have seen a consistent trickle of purchases for both of her programs through this evergreen campaign.

RESULTS OF LIVE CHALLENGE:

• 54 opt-ins

• $9.34 per registration

• 5 sales totaling at minimum $5,985 in revenue from $504 in ads. 

• 11.9X ROAS.

In the third quarter, our client decided to increase the price of her bookkeeping course by approximately 28%. At that point, she had enough proof and validation of her course, with stellar reviews from existing students and not one refund requested! She knew the value was there for her course and that her audience would be accepting of a price increase.

Prior to increasing the price we ran a highly targeted, last chance ad campaign to her warm audience who had been on the fence about purchasing. The response to that ad campaign gave our client her biggest month in sales yet at over $80,000! 

THE RESULTS:

• 121 Purchases

• 136 Applications Received (88.9% of all applicants were QUALIFIED leads for this program)

• Average Cost Per Result is $113.01 (which is excellent - for reference, some high-level industries see $120-250/applicant)

• 90 students enrolled at the Pay-In-Full Rate

• 31 students enrolled at the Payment Plan Rate

• 28 high-ticket enrollments (bookkeeping business program with evergreen coaching subscription)

Gross Revenue = $165,881

Total Ad Spend: $15,369

Overall ROAS (Return on Ad Spend):  10.79X

Want to hear it in our client’s own words? Here is what she got to share with her podcast management team, and kindly also shared with us:

OVERALL INSIGHTS + TAKEAWAYS:

This client brought a lot to the table when we first discussed running ads for her business. I still feel that of all the clients I have worked with over the years, this one stands out in terms of her deep understanding of her audience and her ability to know exactly how they receive new information, what messages they need to hear, and how they consume content.

She was adaptive and leveraged her existing marketing assets (her podcast episodes) to create a dialogue with her leads, and to guide them toward the next step simply by showing them the pathway. 

By already having nurture content and sales funnels in place that reliably convert, we were able to focus on developing a reliable lead generation strategy that would connect her with perfect-fit leads from the top - this is why she was able to maintain the same conversion rates bottom of funnel with leads who came in from paid cold traffic as with warm organic leads. 

Our Ads were able to reach new audiences, attract leads who are a perfect fit for her main offers, nurture and further qualify those leads by promoting time-based, value-rich, strategic content and curated podcast episodes, and ultimately empower those leads to invest in her programs through largely automated funnels.

Our client was able to make more money, better leverage her time, expand her reach, and have a greater positive impact with her clients, all by amplifying her success through our strategic ad campaigns. 

Now that’s what I call a success! 

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If you’re curious to learn more about our process and whether amplifying with ads could be right for you, let’s talk about it. The first step is to book a strategy consultation.

Due to the highly customized nature of our work, we have limited capacity and typically book several weeks in advance, and our onboarding process takes about 30 days before we launch initial campaigns (we are super intentional and thorough!).

Ads are a long game, so please reach out today if you want ads to support your launch next quarter. Have questions? I hang out on IG, shoot me a DM - and thank you for being here. I look forward to connecting with you!