I’ve been testing something quietly with our events and challenges.
From what I’ve seen in the field, a lot of marketers would be happy with something like ~$20–$30 cost per lead for free events (and WordStream’s 2025 benchmark across industries puts lead-gen CPL around $27.66).
Meanwhile, these are our numbers for the last few campaigns:
It’s unusually strong.
A lot of ad agencies and marketers ignore this when they run ads for you, but the success of a Facebook Ads campaign is not just in the ads themselves, but in the combination of the ads and your landing pages.
Your cost per lead (ultimately how much you spend on your ads campaign to acquire people) is also dependent on how well your landing page is converting.
I haven’t seen many ad agencies take the responsibility or have the care to help coaches take care of both for the best results.
Facebook ad conversion rates across industries average about 9%.
For lead-gen landing pages, agencies typically see 10–20% for cold traffic (people who don’t know who you are).
And this is our landing page conversion for ads:
What mattered most to me wasn’t just the cost or the conversion rate.
It was the people.
The leads we’re getting aren’t random signups — they’re aligned future clients who show up, engage, and genuinely resonate with the work.
Last year, we spent $12.6K in Ads. And made: $37.6K.
Which means for every $1 I spent I made almost $3 back.
My mentor said this is people’s FB Ads dreams (I didn’t know).
At first, I thought it was luck.
But then we did it again, and again. Campaign after campaign.
I figured we probably cracked some codes.
So I started looking deeper.
And I realised the difference wasn’t clever ad tricks.
It was this:
A brand-first approach.
We don’t dilute the brand to get more clicks.
We make the brand louder — more honest, more expressive — and the right people find us faster.
We design ads that stay fully true to the brand voice. The language is unique, the visuals are expressive, and the message is specific.
That clarity helps Meta find the right audience faster — which lowers cost per lead and improves alignment.
As a brand marketer who’s helped visionary entrepreneurs generate millions from content marketing, it took me a long time to come around to ads.
But I’ve learned that applying the principles we learned from brand marketing and having a brand-first approach in your campaign is the key to 4x your results.
I realised that having a system that works that you can rely on, that your dream clients are coming in while you sleep is the most relaxed way to do this. My heart, my soul, my body wanted this.
I’m opening two beta spots this month for coaches or mentors planning a challenge or live event this year.
I want to keep this intimate so I can be fully present and make sure the results are real before expanding.
You’ll receive beta rates, and a lot of care from me and my team.
If it feels aligned, DM the word ‘ADS’ and we’ll explore if we are the right fit.