Case Study 2
How an Ads Audit Increased ROAS by 340% for a Business Coach
Client Overview
● Business Type: High-Ticket Coaching (Business Growth Consultant)
● Revenue Model: 1-on-1 coaching & group programs ($3,000–$10,000 per client)
● Ad Platform: Meta (Facebook & Instagram)
● Previous ROAS: 1.2x (struggling to break even)
Problem Statement
This coaching business was spending $10,000 per month on ads but barely breaking even. They were attracting low-quality leads who couldn’t afford their services, leading to a poor show-up rate for sales calls and a low close rate. They knew something was wrong but didn’t know how to fix it.
Audit Process & Key Findings
A 4-step Ads Audit was conducted to pinpoint the leaks:
Creative & Messaging Analysis
○ The ads were too generic (“Grow Your Business with Coaching”) instead of speaking directly to pain points.
○ No clear differentiation—the offer blended in with other business coaches.
Lead Quality Assessment
○ The ads were optimized for cheap leads (low CPL) but not high-quality prospects.
○ No pre-qualification system to filter out non-serious buyers.
Funnel Breakdown
○ The landing page had a 31% bounce rate due to vague messaging and no social proof.
○ The booking page had a long form that discouraged applications.
Budget Allocation
○ 70% of the budget went to cold traffic, but retargeting was almost nonexistent.
Audit Process & Key Findings
A 4-step Ads Audit was conducted to pinpoint the leaks:
Creative & Messaging Analysis
○ The ads were too generic (“Grow Your Business with Coaching”) instead of speaking directly to pain points.
○ No clear differentiation—the offer blended in with other business coaches.
Lead Quality Assessment
○ The ads were optimized for cheap leads (low CPL) but not high-quality prospects.
○ No pre-qualification system to filter out non-serious buyers.
Funnel Breakdown
○ The landing page had a 31% bounce rate due to vague messaging and no social proof.
○ The booking page had a long form that discouraged applications.
Budget Allocation
○ 70% of the budget went to cold traffic, but retargeting was almost nonexistent.
Implementation & Fixes
5 key changes were made to transform ad performance:
✅ New Messaging Strategy – Shifted from “generic growth promises” to pain-driven messaging:
● ❌“Want to grow your business?” → ✅“Struggling to hit $10K/month? Here’s why most consultants fail.”
● Clear differentiation: positioned as a “Monetization Engineer” rather than just a coach.
✅ Pre-Qualification Process – Introduced a 2-step funnel:
● Step 1: Free training (15-min video) to educate and qualify leads.
● Step 2: Application form that filtered out unqualified leads.
✅ Offer Optimization – Shifted from a direct sales call to a “Scaling Strategy Session” with limited spots to increase perceived value.
✅ Landing Page Fixes – Added case studies, testimonials, and a clear value proposition.
✅ Budget Reallocation:
● 50% to cold audiences (coaches, consultants, service providers with interest in
business growth).
● 30% to warm traffic (people who engaged with content but didn’t apply).
● 20% to hot leads (retargeting visitors who booked but didn’t show up)
Key Takeaways
- A simple ads audit can uncover hidden inefficiencies and unlock major growth.
- Creative fatigue is real – Refreshing ad creatives is a game-changer.
- Targeting matters – Broad audiences can drain budgets; focus on intent-based segments.
- Retargeting + urgency-based offers help recover lost sales and improve ROAS.
Results After 30 Days
● ROAS Increased from
1.8x → 5.7x (218% Growth)
● Conversion Rate Improved by 32%
● Cost Per Purchase (CPP) Dropped by 46%
● Ad Spend Efficiency Increased
● More revenue with same budget
By making a few strategic adjustments, this coach transformed their ad results without spending more on ads. The biggest win? They doubled their revenue in 45 days just by optimizing their funnel.
Implementation & Fixes
5 key changes were made to transform ad performance:
✅ New Messaging Strategy – Shifted from “generic growth promises” to pain-driven messaging:
● ❌“Want to grow your business?” → ✅“Struggling to hit $10K/month? Here’s why most consultants fail.”
● Clear differentiation: positioned as a “Monetization Engineer” rather than just a coach.
✅ Pre-Qualification Process – Introduced a 2-step funnel:
● Step 1: Free training (15-min video) to educate and qualify leads.
● Step 2: Application form that filtered out unqualified leads.
✅ Offer Optimization – Shifted from a direct sales call to a “Scaling Strategy Session” with limited spots to increase perceived value.
✅ Landing Page Fixes – Added case studies, testimonials, and a clear value proposition.
✅ Budget Reallocation:
● 50% to cold audiences (coaches, consultants, service providers with interest in
business growth).
● 30% to warm traffic (people who engaged with content but didn’t apply).
● 20% to hot leads (retargeting visitors who booked but didn’t show up).
Key Takeaways
Messaging is everything – Speaking directly to pain points converts better than vague “grow your business” ads.
Pre-qualification increases efficiency – Filtering out unqualified leads saves time & money.
Offer framing matters – Positioning a call as an exclusive “Strategy Session” improved show-up rates.
Retargeting is crucial – Many high-ticket buyers need multiple touchpoints before converting.
Results After 45 Days
● ROAS Increased from 1.2x → 5.3x (340% Growth)
● Lead-to-Sales Call Conversion Rate Improved by 62%
● Call Show-Up Rate Jumped from 40% to 78%
● Higher Quality Leads → 3x more enrollments with the same ad spend