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Ads to Ebook vs Ads to Masterclass: What Is Actually Working in 2026
If you run live or evergreen masterclasses and webinars, you have probably asked yourself this question.
“Should I send my ads to an ebook first or should I send people straight to the masterclass”
It is a decision that can feel bigger than it needs to. There is also a lot of mixed advice online. Some say you must start with a lead magnet. Others say you should always send traffic directly to your event.
The truth, as with most marketing questions, is that it depends.
However, after years of testing different funnels with Meta™ Ads across a range of offers and niches, I am seeing clear patterns in 2026. In this post I will walk you through them so you can make a more confident decision for your own campaigns.
The two common funnel options
When business owners come to me wanting to promote a masterclass or webinar, they are usually choosing between these two approaches.
Option 1: Ads to ebook with an invite to the masterclass on the thank you page and in the follow up email sequence
Option 2: Ads straight to the masterclass or webinar registration page
On paper, both look reasonable. I am not against using an ebook or guide as part of a masterclass funnel. The big mistake is assuming that a lower cost per ebook lead automatically means a better result for webinar registrations and your launch.
It does not.
Your goal is not “cheap leads”. Your goal is people who show up to your masterclass, engage and move closer to buying your offer.
Why the ebook funnel looks attractive
Let us start with the ebook route, because this is where many people default. It is also a strategy that many business coaches are recommending at the moment.
Ebooks and guides tend to:
- Convert at a lower cost per lead.
- Feel like an easy yes.
- Create less resistance than registering for an event.
So you might see numbers like $1 or $2 per ebook lead and feel excited. On the surface it looks like the safer option.
The problem is that an ebook lead and a masterclass lead are not the same thing.
Just because someone downloads your guide, it does not mean they want to attend your masterclass. Some will. Many will not.
If your real goal is to fill a masterclass, you must look beyond the initial cost per lead and ask two key questions.
- How many of those ebook leads actually register for the masterclass
- What is my true cost per masterclass lead from this ebook campaign
When you track that properly, a pattern often appears.
Yes, the ebook leads are cheaper at the front. But only a portion go on to register for the masterclass. When you divide your total ad spend by the number of masterclass registrations from that campaign, your real cost per masterclass lead is often much higher than it first looked.
The issue is not that ebooks are “bad”. It is that the intent of an ebook lead is usually lower.
What happens when you send ads directly to the masterclass
Now let us look at the second option.
Here you run Meta™ Ads directly to your masterclass or webinar registration page.
When someone opts in for a masterclass, they:
- Know what they are signing up for.
- Are willing to give you their time.
- Are interested in that specific topic right now.
In my own testing, including a client launch test recently, direct to masterclass ads consistently delivered:
- A lower cost per masterclass registration.
- Higher intent leads.
- Better quality engagement and questions during the session.
Sometimes the cost per lead looks a little higher if you only compare it to the ebook opt in. However, when you look at what you are paying per actual registration for the event, the direct approach usually wins.
You are not paying for curiosity. You are paying for commitment.
Why lead intent matters so much
This is the part that often gets missed.
An ebook download is a low intent action. People see a helpful resource, tap a button and think they might read it later. There is interest, but it is soft.
A masterclass registration is a higher intent action. Someone is saying that they are willing to put time aside for this topic. They want to learn more about your approach now, not “one day”.
That difference in intent flows through the entire funnel.
- Show up rates are usually stronger.
- Engagement during the session tends to be deeper.
- Conversion rates from attendee to buyer are often higher.
Now don’t think that I am saying not to run lead generations ads to an ebook. Ebook leads can absolutely be valuable in your ecosystem. But they are often better used for long term list growth and nurture, rather than as the main path into a specific live event, such as a masterclass or webinar.
So which route should you choose
Here is my honest recommendation based on what I am seeing right now (and what I have seen over the past 12 months).
If your main goal is to sell from a masterclass or webinar, start by testing ads directly to the masterclass.
Track:
- Cost per registration.
- Show up rate.
- Conversion rate from attendee to buyer.
Once you have data for that, you can decide if you want to layer in an ebook. If you do, use it strategically.
For example, you might:
- Use the ebook campaign to build your list over time.
- Retarget those ebook leads with masterclass registration ads.
- Offer the ebook as a warm up for colder audiences ahead of a live launch.
The key is not to assume the ebook is the “safer” option just because the first number looks cheaper. Cheap leads that never take the next step are not cheap. They are wasted spend.
The metrics that really matter
If you take one thing from this, let it be this.
Always track the cost of the outcome you actually want.
Not only:
- Cost per ebook lead.
- Cost per click.
But:
- Cost per masterclass registration.
- Cost per attendee.
- Cost per purchase.
When you zoom out like this, the clearer path often reveals itself. In many cases, direct to masterclass is the more efficient funnel for launches and sales focused campaigns.
Final thoughts
There is no single “right” funnel that suits every offer. What matters is that you understand lead intent, track the right numbers and build funnels that move people forward rather than sideways.
Both ebook funnels and direct to masterclass funnels can work. When they are used with intention and measured correctly, they can both play a role in your wider strategy.
If you feel unsure which approach makes the most sense for your offer and audience, this is exactly what we work through inside Abundant Ads Academy. We look at your numbers, your goals and your funnel so that your Meta™ Ads support a strategy that fits your business.
You do not need more guesswork. You need clarity on which action you are really paying for.
I would love to hear your thoughts...