RESULTS

105% Increase in Registrations Per Event

30% Decrease in Cost Per Registration

181% Increase in Revenue Per Buyer

CLIENT OVERVIEW

A tax strategist selling a mix of educational and done-for-you services through a weekly webinar. Registrants pay $97 for the webinar, with order bumps taking average order value to roughly $130.

CHALLENGE

The account was already profitable but barely.

Registrations sat between 115 and 184 per event, and cost per registration sat between $1,100 and $1,314. It had been doing that for months.

The creative was talking-head videos. That format only reaches people who already know they have the problem, and that is the smallest, most competitive, most price-sensitive segment of any market. Someone who arrives already shopping the category is comparing you against alternatives and negotiating downward. They buy the cheapest thing you sell, because that is what shoppers do.

The buyers with the most at stake were never in that pool.

OUR PROCESS

PHASE 1: DIAGNOSING THE AWARENESS LEVEL

We audited every live ad and identified which awareness level the creative was addressing. All of it spoke to problem-aware and solution-aware traffic, which is the pool every competitor in the category bids on. Frequency climbs, costs rise, and additional budget stops producing additional registrations. Most operators hit that wall and conclude the market is small, when what was small was the segment they were buying.

PHASE 2: REBUILDING CREATIVE FOR UNAWARE TRAFFIC

We rebuilt the ads to look like the organic content this audience already watches and already stops for. Native format, native pacing, and the webinar pitched at the end, once the viewer has chosen to keep watching.

Nothing else moved. Same offer. Same webinar. Same prices.

PHASE 3: HOLDING THE FRONT END UNDERWATER

Cost per registration after the change was $816.58. Average order value on the paid webinar was roughly $130.

Every registration entered the funnel more than $680 underwater. The front end lost money on every one, every day, for a week until the webinar.

It returned roughly $4,980 per registrant.

Most operators kill this in week two and conclude that unaware traffic doesn't convert.

PHASE 4: TESTING PRICE UPWARD

Once buyers started clearing the top of the existing ticket, we tested a price increase on the highest tier. It sold at the higher number without volume dropping.

Unaware buyers are anchored to nothing. Your top tier reads as the complete answer rather than the expensive one, which is what makes price testing possible in the first place.

RESULTS

REGISTRATIONS AND COST, EVENT BY EVENT

Before the creative change

Jul 11 · 130 registrations · $1,314.01

Jul 18 · 126 registrations · $1,142.84

Jul 25 · 115 registrations · $1,121.31

Aug 1 · 116 registrations · $1,148.76

Aug 8 · 184 registrations · $1,100.12

After the creative change

Aug 15 · 231 registrations · $814.73

Aug 22 · 266 registrations · $806.09

Aug 29 · 329 registrations · $826.36

Five events averaging 134 registrations at $1,161.62 became three events averaging 275 at $816.58.

Registration volume per event up 105%.

Cost per registration down 30%.

Spend went up the whole time.

Adding budget normally raises acquisition cost, because you exhaust the cheap pool and start paying up for the rest.

This account did the opposite, which happens for one reason: the audience got bigger faster than the budget did.

WHAT THOSE REGISTRANTS WERE WORTH

Before the creative change

Aug 1–2 · 42 buyers · $525,000

Aug 8–9 · 41 buyers · $348,000

$10,518 revenue per buyer

After the creative change

Aug 15–16 · 34 buyers · $1,340,000

Aug 22–23 · 49 buyers · $1,238,000

Aug 29–30 · 46 buyers · $1,230,000

$29,519 revenue per buyer

August closed at $4,681,000 in revenue on $802,291 in ad spend.

A 5.83x return on ad spend.

The new creative direction allowed us to scale from $10K/day to $50k/day.

Image below is from the new creative direction:

THE TRADE-OFF WE MADE ON PURPOSE

Registrations doubled while event buyer counts held near 42, which means a smaller percentage of the room bought.

That is the trade, and we would take it every time.

Each registration costs $345 less and each buyer is worth $19,001 more.

A lower close rate on a much larger, much cheaper pool produced three times the revenue at the same buyer volume.

Anyone optimizing for room conversion rate would have killed this in week one.

THE PRINCIPLE

This has nothing to do with what your offer costs.

Whatever your ticket looks like, the traffic you buy decides where inside it people land.

Solution-aware buyers arrive comparing and negotiating, so they buy your cheapest tier.

Unaware buyers arrive with no frame for the problem, so they buy the answer that looks complete.

Same ads, same spend, same offer. Different audience, different position in your ticket.

READY TO SCALE TO COLD AUDIENCES?

We work with a small number of accounts at a time.

We review every application personally and look at your live ads before we get back to you.

If we are not the right fit, we will tell you.

APPLY HERE

Revenue figures are contracted event revenue. ROAS is calculated on revenue against media spend and excludes event production, fulfillment, and sales commission. Front-end webinar and order bump revenue is excluded from all figures above.

The results described here are specific to one client, one offer, and one market, and they are not typical. Nothing on this page is a guarantee, projection, or promise of income or financial results. Advertising outcomes depend on factors outside our control, including your offer, your pricing, your sales process, your fulfillment, your market, and your budget. Any decision to spend money on advertising carries risk, including the risk of losing that money. You should conduct your own due diligence and consult your own professional advisors before making business or financial decisions.