6 Essential Meta™ Ad Campaigns For A Successful Launch

If you’ve ever launched a course, coaching program, or membership and thought, “Why didn’t more people buy?”, this blog is for you.

A successful launch isn’t just about the webinar, the emails, or even the offer. It’s about what you do before the cart opens. And that’s where your Meta™ ad campaigns come in.

Let’s break down the 6 launch-supporting ad campaigns that I recommend for every digital product launch, and exactly when to run them.

I’m talking about a step-by-step timeline you can follow with confidence so your next launch isn’t left to chance.

Why You Need Ads to Support Your Launch (Not Just Promote It)

Here’s what most online business owners get wrong about launches:

They focus all their effort on the live webinar or challenge and run ads to it only a few days before. But by then, it’s often too late.

People need multiple touchpoints to trust you enough to buy.

That’s why inside the Webonize Marketing Framework, I teach a holistic approach to launches. One that combines organic marketing and email marketing with strategic Meta™ ad campaigns that build trust and engagement well before you make an offer.

Let’s walk through each campaign and where it fits into your launch timeline.

Campaign 1: Lead Generation for a Lead Magnet (8 Weeks Before Cart Opens)

This is where your launch really starts, long before the sales page goes live.

You need to start building your email list with people who match your ideal client profile.

Run lead generation ads to a simple, high-value lead magnet that solves a micro-problem your audience cares about. Think checklist, workbook, or mini-guide.

Audience: Cold audiences + your existing warm audience
Objective: Grow your list, build trust early
Content Tip: This lead magnet should naturally lead into your bigger offer later

Campaign 2: Retargeting Trust-Building Content (6–8 Weeks Before Cart Opens)

Now that people are opting in, don’t leave them hanging.

Run a retargeting campaign to re-engage the new leads you’re bringing in from Campaign 1. Share content that helps them get to know you. Face-to-camera videos, Reels, and podcast clips work brilliantly here.

You can also repurpose your best organic content if it ties into the upcoming launch.

Objective: Warm up leads with value-driven content
Content Tip: Talk about the problem your upcoming program solves, without directly pitching yet

Campaign 3: Conversion Event Lead Generation (Start 14 Days Before Your Event)

This is your main lead-gen push. It’s time to fill your conversion event, whether that’s a webinar, challenge, or masterclass.

This is where you’ll spend the bulk of your ad budget. Why? Because it’s the highest-converting touchpoint of your launch.

Objective: Get as many qualified leads as possible into your live event
Content Tip: Your ad copy should promise a clear result they’ll get by attending

Campaign 4: Reminder Ads for Registrants (48 Hours Before Your Event)

You’ve done the work to get people registered. Now make sure they show up.

This short, targeted campaign retargets event registrants with a gentle reminder. Highlight the pain points the event will help solve or the outcome they can expect by attending.

Objective: Increase live attendance
Content Tip: Keep it short and punchy — “Don’t miss this!” style messaging works well

Campaign 5: Replay Access for Event Registrants (1–3 Days After Event)

Not everyone will show up live — and that’s okay.

Run a campaign that gives access to your event replay and reminds them why it’s worth watching.

Make it about them. What will they gain from watching? What’s at stake if they don’t?

Objective: Extend the impact of your conversion event
Content Tip: Reinforce your authority and the transformations your program offers

Campaign 6: Sales Campaign to Warm Audiences (During Cart Open)

Now’s the time to go all in.

Run sales ads to your entire warm audience. That includes everyone who:

• Attended or registered for your conversion event
  
• Opted in for your lead magnet
  
• Is on your email list
  
• Has engaged with you on Facebook™ or Instagram™
  

These ads should highlight your offer, include urgency (limited-time bonuses or fast-action perks), and speak directly to your audience’s objections.

Objective: Drive sales before cart closes
Content Tip: Use testimonials, FAQs, and “what’s inside” content to build trust and reduce decision fatigue

The Big Picture: Build Momentum, Not Just a Launch

When you follow this campaign timeline, you’re not just “running ads.” You’re nurturing trust. You’re guiding your audience on a journey. And most importantly, you’re setting up your launch for sustainable, scalable success.

Inside Abundant Ads Academy, I teach the exact templates, ad setup, and strategy behind these campaigns — plus how to tailor them to your unique offer and audience.

But for now, here’s what I want you to take away:

Great launches don’t start with cart open. They start with connection.

By the time you pitch your offer, your audience should already feel seen, understood and excited to work with you.

Ready to map out your next launch campaign and need help? Get in touch and let’s explore what it would look like to have me on your launch team.