If I were starting fresh with Meta™ (Facebook™ & Instagram™) ads to grow a course, membership or coaching offer, I wouldn’t go in expecting magic on Day One.
I’d start with the mindset that ads aren’t a set-and-forget solution. They’re a tool. One that works incredibly well when you know how to test, track, and tweak.
Here’s exactly what I’d do if I was starting from scratch today.
1. Always Start with Testing
Even after 13 years of running ads for clients across multiple industries & niches, I still need to test. And if I need to test, you do too.
Recently, I launched a lead gen campaign for a client and had to test 15 different ad variations before achieving results that I was happy with. The cost per lead ranged from $15 to $2.50. If I had stopped at the first version, I would have severely limited the results (number of leads), blown the budget and not seen tangible results (profitable sales) .
Here’s how to test smart:
- Focus on creative first: Try different images, videos, and text combinations. Testing different text options is of the highest importance.
- Start with a lower budget: Don’t overspend before you know what works.
- Turn off what’s not working: Check in every 24 to 48 hours. Let your data guide you.
Think of it like a tasting plate. Try several options before you decide on the winner.
2. Structure Your Campaigns Strategically
Most course creators and coaches jump straight into lead generation ads. But ads work better when layered inside a strategic ecosystem.
Here’s the three-campaign structure I recommend (it’s core to the Webonize Framework):
- Audience Building Campaign: Just $2/day to grow your visibility.
- Nurture Campaign: Around $1/day to build deeper connections.
- Lead Generation Campaign: The main driver of your ads. $10 to $30/day depending on your budget.
3. Use a Tripwire to Offset Your Ad Spend
Want to bring in leads without losing money? Add a low-ticket offer to your funnel, what we call a tripwire.
Here’s how it works:
- You run a lead generation ad offering a valuable freebie.
- On the thank-you page, you offer something for $7–$27 that compliments the freebie.
- Mention the tripwire again in your email follow-up.
The sales from this low-ticket offer can cover a big chunk of your ad costs. Sometimes even all of it. That means you grow your list and get paid for it.
At the time of writing this blog post (April 2025), I have one client that is profiting straight away with tripwire sales. Cost per lead is 70c and the tripwire is $7.50. 113 of the 745 leads purchased the tripwire. In April, we spent $520 on lead generation ads and the sales from the tripwire totalled $847.50. We then have a membership offer that is selling on top of the tripwire so the tripwire isn’t where the sales end. This is before any optimisation so we can definitely improve on these results moving forward.
4. Monitor Your Funnel Data Like a Pro
Getting traffic is just the start. You also need to know what’s happening with those leads.
Check:
- How many people are buying the tripwire?
- Are your emails getting opened?
- Are subscribers clicking and staying engaged?
Small tweaks, like rewriting one email subject line or simplifying a sales page, can significantly increase conversions. Use your data to guide you, not guesswork.
If you want guidance on what stats to monitor and the benchmarks, my Ads Profit Formula will help you with that. You can get it for free here.
5. Skip the Agency (At First)
If you only have a $1,000 budget, don’t hire someone to run your ads for you. I say this as someone who does manage ads for clients.
Here’s why – most of your budget should go to learning and testing, not management fees.
What’s a better option?
Join a done-with-you program like Abundant Ads Academy.
It’s affordable. It gives you direct guidance from someone (me!) who’s running 6-figure ad campaigns every single day. And you’ll learn how to manage your own ads confidently, without burning your budget or time. Learn more about Abundant Ads Academy here.
The Big Picture: From Testing to Launching
Once your tripwire is converting and your lead generation funnel is humming along, you’re ready to scale. That might look like:
- A live launch
- An evergreen promotion
- A webinar funnel
- A challenge or waitlist campaign
But don’t rush this. Build the foundations first. Because when you get your funnel working and your audience warmed up, launching becomes a whole lot easier (and way more profitable).
Final Thoughts
You don’t need a fancy agency. You don’t need a massive budget. What you do need is:
- A smart structure (test > nurture > convert)
- A clear understanding of your numbers
- A willingness to tweak and learn
And most importantly, support from someone who’s in the trenches with you.
Inside Abundant Ads Academy, you’ll get that and more. Daily guidance, real-time feedback and the confidence to run profitable campaigns without wasting a cent.
Because ads can (and should) be a growth engine for your business, not a guessing game.
I would love to hear your thoughts...