Booked calls.
Sold seats.

Almost always that the account is optimized for the opt-in rather than the sale. Tell Meta to find people who download a free thing and it will find you people who habitually download free things - that audience is cheap and it does not convert. The fix is to move the optimization event down the funnel to the booked call, the attendance or the purchase, and to send those events back to Meta properly so it has something real to learn from. Cost per lead usually rises when we do this. Cost per enrolment is what falls.

Yes, and it is the single biggest lever on a high-ticket account. We put qualifying questions into the application so unsuitable prospects screen themselves out, wire the calendar as a tracked conversion, and where your CRM allows it we feed held calls back as an offline conversion. Meta then goes looking for more people like the ones who actually turned up, rather than more people like the ones who merely clicked book.

It depends on price and complexity, not on fashion. Low-ticket courses and digital products can often go straight to a sales page. Anything above roughly the price where someone needs convincing usually needs a step in between - a webinar, a challenge, a VSL or a call - because the ad alone cannot carry the argument. We will tell you which structure fits your offer on the call, and we would rather run a shorter funnel than a fashionable one.

Often yes, but the maths has to work before the ads do. High-ticket means fewer conversions, which means Meta has less data to learn from and the account needs longer to stabilise. If you sell a $15,000 engagement and close one in eight calls, you can afford a lot per call - but you need enough volume for the algorithm to find a pattern. We work that out from your close rate and offer price in week one, and we will say plainly if your volume is too thin for paid social to work.

By not relying on the pixel to do it. The click, the opt-in, the booking and the payment are tracked as separate events, tied together with consistent UTM parameters so your CRM and Meta are describing the same person. Where the platform supports it we push the closed sale back as an offline conversion. Where it does not, we reconcile manually against your CRM each month. The point is that cost per enrolment gets calculated from your actual revenue, not inferred from an attribution window that expires before your sales cycle ends.

We build the ad system and the conversion path it needs - landing pages, application forms, calendar wiring, checkout tracking. We are not rebuilding your entire course platform or writing your email sequences, though we will tell you where they are costing you money. If the funnel has a hole in it we will say so before we spend into it, because sending paid traffic through a broken step is the most expensive way to discover it is broken.

We make them, but coaching is the one category where you have to be in them. People buy a person here, not a product, so founder-led video consistently outperforms polished brand creative. Statics and carousels are included in the management fee. Editing your footage is included; filming and full production are quoted separately. If you have never recorded an ad we will give you a shot list and a script, and the first batch is usually filmed on a phone.

Enough for Meta to exit the learning phase on the event you actually care about, which is harder at high ticket than at low. A $97 course generates enough purchase events quickly; a $10,000 program may need to optimize on booked calls instead, because there will never be enough sales for the algorithm to learn from directly. We will give you a realistic floor for your offer and price point on the call, and if the budget cannot support the funnel we will say so rather than take it.

Yes, and they are genuinely different jobs. A launch needs list building and warm-up in the weeks before the cart opens, aggressive pacing during the window, and retargeting sequenced to the open and close dates. Evergreen needs stable acquisition and creative that does not fatigue. Most coaches we work with end up running both - evergreen underneath for steady enrolments, launches on top for the revenue spikes.

Yes. The specifics differ - hosted course platforms vary in how much they let you instrument, and some need a workaround to send server-side events - but the principle is the same everywhere: the payment event has to reach Meta from the server, deduplicated against the browser event, with the real value attached. Where a platform genuinely will not allow it, we will tell you what you lose and what the alternative costs before you commit.

First bookings and registrations typically land within 10-14 days. A reliable cost per booked call takes around 45 days, and cost per enrolment takes as long as your sales cycle - if you close over three weeks, you cannot know your true numbers in two. Anyone quoting an enrolment cost in week one is quoting a guess.

We will tell you on the call. We turn down work that is not a fit - usually because there is no proof the offer converts yet, the price point cannot support paid acquisition, or the coach wants leads rather than a system. Selling a program that has never sold organically is the most common one, and paid traffic will not fix it. Either way you will leave the call knowing exactly what to fix next.

30 minutes. We look at your offer, your funnel, your close rate and what an enrolment is actually worth, find the biggest leak between the ad and the payment, and tell you exactly what we would do in your first 90 days. If we are a fit, we talk pricing. If not, no hard feelings - no follow-up sequence, no pressure.