I'm running the same webinar every week for 25 weeks. Same offer. Same price. Paid ads driving registrations the whole way. Every week I publish what actually happened. Ad spend, cost per lead, how many registered, how many showed, how many bought. The weeks that worked and the weeks that didn't. No polished case study at the end - just the receipts as I go.
should you pay MORE for better ad leads?
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If you haven't been following my story of 25 webinars in a row, you can catch up here. Last week I shared how my own ads stopped tracking correctly (a.k.a. I messed something up) and my cost-per-webinar sign-up went from $18 → $27! 🫣 My ROI that week was in the red by about $250. Despite that result, I didn't lower my spend or change anything about my webinar deck - I knew I needed more data about whether these more expensive leads were actually better quality. So here are the stats for webinar #11:
I did it! I hit the 10% conversion rate of live attendees that I'd been working towards! (It was the 3rd time I'd hit that benchmark, but since the previous week only saw a 5% conversion rate of people there live, my expectations were low.) Did you do the math on my cost-per-lead for this week? It was $30.41. I wanted to make sure you saw that number, Reader for 2 reasons:
But what if "OMG my cost-per-lead is rising!!" is the WRONG thing to think about? What if you paid a little more money per sign-up but repelled the wrong people AND brought in more Perfect Fit leads who convert at a higher rate? I'm really pushing my Get Paid Marketing clients to consider this as they run ads to their funnels, especially the weekly webinars where we can see the ROI of new ad creative SO quickly. If you've been inspired by this series (which isn't over yet!) and want to run ads to your own weekly webinar funnel, think about joining GPM when we open enrollment next month.
You can get on the waitlist HERE. Talk more soon, Claire P.S. This email is about webinar #11. In real life, I just hosted webinar #16 on Monday. I always pause my ads right before I start so we can switch out the dates on the opt-in page. This week, it took me 48 hours to decide if I needed a break or not. 😔 That story is coming soon. |
Claire Pelletreau
I'm running the same webinar every week for 25 weeks. Same offer. Same price. Paid ads driving registrations the whole way. Every week I publish what actually happened. Ad spend, cost per lead, how many registered, how many showed, how many bought. The weeks that worked and the weeks that didn't. No polished case study at the end - just the receipts as I go.
If you haven't been following my story of 25 webinars in a row, you can catch up here. On webinar #9, I hit a sales record of 9 live sales! The post-webinar replay sequence brought in another sale, AND we got our first refund request that week. (Totally normal, and I can honestly say it didn't bother me.) One change I made to the webinar for the following week: Based on answers we got to a "why didn't you buy" email campaign, I tweaked the content a bit. Here's some feedback I got from that...
Previously on The 25-Webinars-In-A-Row Story, you heard all about how I cleaned up my pitch and make 4 live sales! (Compared to how earlier webinars had gone, this was pretty great. All the details about those results can be found here.) On the morning of Monday, August 3, I started to prepare for webinar #9. But something wasn't right . . . All of a sudden, I couldn't get my slides to load. Or the Ads Manager! The minor Internet problems we'd dealt with over the weekend suddenly turned into...
The 25-webinars-in-a-row story thus far: ☹️ So-so results in the beginning 💃 7 live sales on webinar #5 😩 2 weeks with barely any sales (More details about those results can be found here.) In case you missed last week's update about my spiral post webinar #7 with only 1 live sale, I reached the turning point when my coach showed me the ups and downs of her own conversion rates. (Plus I got 2 sales on the replay, so that helped my mindset a lot!) Monday came around again, and it was time for...