CASE STUDY 2
Backstory + Situation
I started running ads for this client last year. Her course is about helping Nurses and other women in healthcare roles open their medspa so they can experience freedom, flexibility and financial stability.
Every month we used to do 1 live webinar for which we ran ads all month. And with every webinar, we used to make 5-7 sales for the $2997 product in the backend.
For every $3000 spent in ads for the live webinar, we earned about $25K to $30K, which is equal to 5-6X ROAS.
But things started going downhill in May 2024, when the client announced she didn’t want to do live webinars anymore. She only wants to do evergreen webinars.
The agency agreed and I tested ads for evergreen webinars. Initially, I rewrote our current control ad, and revised it to fit our current objective.
But our CPL for the evergreen webinar ads was around $20-25. Not good. Plus everyday, the CPL was increasing so there was a clear upward trend in the CPL.
For the client to be profitable, we needed 400 leads under $5-7.
Challenge
Revising the control ad didn’t work. Because now the people didn’t have the urgency to get them to show up and watch the entire webinar.
I wrote new solution aware ads as well, and it didn’t work good enough. New ads did bring down the CPL to $12-15, but it still wasn’t enough.
The goal was to bring down the CPL to $5.
As the head media buyer, I recommended the agency to work on their landing page and target Problem aware people. But the agency refused to implement any changes in the funnel and wanted me to work on my ads
Task
With no support from the agency, I knew I needed to do the heavy lifting on the ads front. I need to figure out a way to …
- Reduce CPL to $5
- Secure high-quality leads that would convert to sales
- Rapidly diagnose and fix the CPL issue before the agency decides to let me go or fire the client
Action
I remembered a concept, in which the total addressable market is made of people who will only buy after they read ads with certain angles.
So I divided the market for this offer into 4 major pain points and their desires.
1. Pain point 1: No freedom
2. Pain point 2: No flexibility
3. Pain Point 3: Dying feeling of impact
4. Pain point 4: Not enough compensation
And I wrote 5 ad copy, 5 headlines, and 5 creative copy for each of these pain points.
And I did this for both …
- Solution Aware Market
- Problem Aware Market
I started running these ads with a $5/day budget and slowly scaled the winners to $1000/day.
Right now the client has 7 ads that are individually scalable to $1000/day.
The CPL now is averagely $1.7, some days it even goes down to less than $1.
The COO told me that I am bringing the lowest CPL in their entire competitor base and they are using this as a USP to stand out from the market.
Result
- CPL: $1.7
- Evergreen webinar ROAS: 5X
- Monthly budget $30K- Monthly Revenue: About $100K - $120K in evergreen webinar sales