Case Study of Turning a disastrous course launch into massive win


Kevin Urrutia




May 05, 2024


My client is a parenting coach, and she specializes in solving stress-related parenting issues.

I was tasked to create a full-scale awareness and conversion campaign for her course that she was going to launch in February 2019, and the system was priced at 4500.

Campaign Goals

We had a goal of 1,000 webinar registrations.

Campaign Targeting

The client didn’t have any data, no pixels, no emails, and nothing new course launch. Everything was needed to start from scratch, so instead of sending traffic to the webinar, I tried to make some audience using videos.

Our top-of-funnel strategy involved running a video view to a video of the client explaining parenting stress so that we could build and retarget the video engagement.

We focus on direct response and customer acquisition in e-commerce, lead gen, and mobile. When it comes to results and leads, we speak your language.

I retargeted the people with the second video. That video also didn’t have any links to it, with the second video explaining strategies that support your child’s physical, emotional, and social development. The third ads that brought tremendous results were ads for webinar registration.


Course Price ( Parenting Coach )- 4500

Total amount spent- 52,155

Impressions- 3,099,449

Webinar Registration- 6,329

Survey Form Submission-372

People Enrolled in Course- 132

Total Revenue-5,94,000

ROAS- 11.38x

Let’s dive deep, and I will show you how we did it and what lessons I learned from it.

  1. Facebook is not a marketplace.

Nobody goes to buy any consultation, course, or product on Facebook. It is

the offer that strikes people, So never try to sell or spend money sending traffic to your course page; instead, take them to a funnel and nurture them.

Many coaches try to sell stuff using only webinars, but in modern marketing, it is not working; everyone has a webinar, so instead that we made a survey form for the people who attended our webinar and asked them to answer it and as a complimentary, we will send them a free cheatsheet of parenting guide.

This created curiosity, and people watched our webinar till the end and filled out the survey form to grab that cheat sheet.

Facebook ad –> Landing page –> Opt-in –>Webinar –> Survey Form –>Email follow-up sequence

It helped us better understand our customer pain points; people have to schedule calls after filling out the survey form, and that helped us talk to our customers better as we already know their pain. 


  1. Keep your targeting narrow than broad.

I created ten campaigns. Each campaign had three sets, and each group had three ads.

I tested angles, copies, and audiences for the first week.

I never made any broad audience; the maximum audience size was not higher than 50k. Because Narrower audiences not only is easier to reach on a limited budget but are highly likely to convert.

After a few weeks of small tweakings, I started optimizing; I combined the winning audiences and images, set them up using a bid cap, and put them all

into CBO campaigns and scaled them.

  1. Keep on following up.

We never know when our prospects will convert, so I set up ten email follow-up funnels for those who have registered for the webinar. Everyone knows no one is going to buy this high ticket course so easily BECAUSE

  • They need time to Understand the Value of your Product
  • They Don’t Have Enough Time
  • They are driving (please don’t shop and go)
  • They Don’t Feel Secure
  • They exit to check out more info and testimonials

So keep on following up; we never know when the conversion can happen,

Always retarget the people in their journey where they left off; if we retarget webinar registration people with our course ads it will never work; always make sure whom you are targeting at what stage. If people have filled out your survey form, we can retarget them with course ads; this is how it works(for me).

What were my learnings that made this campaign successful?

  • Don’t go over the size of your audience. Do your research first and see what you discover.
  • Always use authentic images or images that craft your customer pain points. We don’t need fancy ideas if you don’t have them—genuine photos having emotional touch work best.
  • You don’t need high budgets; start small, test different audiences and images, and scale from there.
  • You don’t have to do everything as everyone says, Do what works for you.
  • Always create reports after 15 days, check your data and discover what is working and what is not.
  • Always offer something on the thank-you page. We made a Facebook group and included its link to join.
  • Use long-form ad copy when running ads to a cold audience.
  • Always research your audience’s pain points.
  • Always focus on CTR, and use images and pain points to increase your CTR.
  • An excellent retargeting email+ads funnel is a must. 
  • People say their audience is not on Facebook; millions of people are on Facebook. We must show the right thing to correct people to succeed on Facebook ads.

Author’s Bio: Ajay Rai is a Facebook Marketer. He helps coaches & course creators fiercely scale their businesses using FB ads and funnels. Website-

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