The Challenge
This practitioner-education brand was preparing to release a new program and needed a launch strategy that could reliably convert cold audiences while improving ROAS. Previous launches showed rising costs, inconsistent performance, and limited cold conversions. The goal was to create a system that brought in higher-quality leads, strengthened conversion rates, and produced predictable revenue.
Our Approach
We built a full-funnel workshop-first launch strategy designed to warm cold audiences quickly and increase backend program sales.
Our process included:
- Paid Workshop Front-End: Attracted 199 paid buyers, creating a pool of high-intent leads.
- Pre-Launch Lead Gen & Engagement: Re-engaged existing audiences and built new warm traffic before cart open.
- Creative Testing Across Formats: Used multiple hooks, angles, and formats to stabilize costs despite higher CPMs.
- Workshop → Program Ascension: Delivered a strategic content pathway that led to a 22.1% conversion rate, triple the previous launch.
- Long-Tail Lead Value: Past leads we generated continued buying, lifting ROAS even further.
The Results
The combined workshop and program campaign delivered outsized returns across the full funnel.
Highlights:
- 11.8X total launch ROAS
- $174,240 in revenue generated
- 4.34X ROAS from workshop ads alone
- 291 total purchases
- 3.3% lead magnet → program conversion rate, outperforming typical benchmarks
- A wider mix of creatives performed well, reducing volatility and improving efficiency
Key Takeaways
- Workshop-first funnels convert cold audiences better and increase backend sales.
- Warming the audience before launch—through engagement and lead gen—creates more predictable sales outcomes.
- Creative diversity matters: multiple winning ads stabilized performance.
- Past leads continue to buy, proving the long-term value of list-building before a launch.
