Industry: COACHING
Course From Scratch
199 Leads at $13.87 Each Generated $117,000 Pipeline
Therese Taylor is the founder of Course From Scratch, a training platform that teaches coaches and experts how to create and launch profitable online courses.
Before working with Blue Whale Media, Therese had strong social proof – her students collectively generated $45M+ in course sales using her framework – but lead generation was unpredictable. Some months her free masterclass filled with 80+ people. Other months, 20-30.
FACEBOOK CAMPAIGN DASHBOARD
199 website leads generated from 319K impressions at $13.87 cost per lead with $2,760 spend across 18 campaigns in April 2021.
HOMEPAGE
High-converting landing page for online course creators showing $2.3M+ in student sales, 15K+ students taught, and 3,200+ courses launched.
LEAD PIPELINE BY STAGE
82 total leads worth $165K moving through sales funnel from Facebook and Google ads with clear appointment stage tracking and task management.
THE RESULT AFTER WORKING WITH BLUE WHALE MEDIA
199 masterclass registrations at $13.87 per lead (vs. $25-40 industry average)
$2,760.64 total ad spend in April 2021
39 high-intent leads scheduled sales calls in June 2021
$117,000 pipeline value from those 39 qualified leads
16 showed up to appointments with credit card ready
319,270 impressions reaching entrepreneurial audiences
89,359 unique people reached in target demographics
Fully automated funnel – leads register for masterclass and receive email sequence instantly
Predictable daily lead flow of 6-8 registrations
Zero reliance on organic social media or guest podcast appearances
The Strategy
We built a complete Facebook advertising ecosystem designed to attract aspiring course creators and convert them into masterclass attendees who would then book sales calls.
Ideal Customer Research & Avatar Deep-Dive
We analyzed Therese’s existing customer base and identified three primary avatars:
- Coaches and consultants (ages 35-55) who’d built expertise but struggled to scale beyond 1-on-1 clients
- Corporate professionals (ages 30-50) with specialized knowledge looking to transition into online education and
- Established entrepreneurs (ages 40-60) who wanted to add a course to their existing business.
All three groups shared common pain points: no idea how to structure a course, overwhelmed by tech platforms, and uncertainty about what people would pay for.
High-Converting Landing Page & Masterclass Funnel
We built a dedicated landing page with the headline “How to Turn Your Passion, Skills, & Expertise Into a Profitable Online Course” and positioned the free masterclass as a step-by-step system for launching a course in 60 days or less.
The page showcased social proof: “$45M+ Generated in Student Course Sales,” “15,000+ Students Taught,” “3,200+ Courses Created & Launched,” plus testimonials from real students who’d made $20K-$43K from their first launches.
The funnel flow: Facebook ad → landing page with masterclass registration → automated email confirmation → reminder sequence leading up to live webinar → pitch for Therese’s paid program.
Facebook Ad Targeting & Creative Testing
We built layered targeting: interest targeting (online courses, Teachable, Kajabi, course creation, entrepreneurship, coaching), behavior targeting (small business owners, online course buyers, webinar attendees), demographic targeting (ages 30-60, college-educated, household income $75K+), and lookalike audiences based on Therese’s existing student list.
We tested 5 different ad creatives including image ads highlighting student success stories (“From $0 to $28K in Her First Launch”), video ads featuring Therese explaining the masterclass, and carousel ads showcasing course creation stats.
We ran split tests on headlines (“Launch Your First Online Course in 60 Days” vs. “Stop Trading Time for Money — Create a Course”) and CTAs (“Register for Free Masterclass” vs. “Claim Your Spot”). Within 10 days, two ads delivered leads at $11-14 each while underperformers hit $22+. We killed the losers and scaled the winners.
Automated Webinar Funnel & Email Nurture Sequence
We connected the landing page to Therese’s email platform with a complete automation system.
New registrants immediately received a welcome email with masterclass details and a “homework assignment” to identify their course topic.
Over the next 3-5 days before the live webinar, they received daily emails building anticipation: Day 1 = “Why Now Is the Perfect Time to Launch Your Course,” Day 2 = “3 Biggest Course Creation Mistakes to Avoid,” Day 3 = “Meet Students Who’ve Launched Courses Using This System.“
After attending the masterclass, registrants were pitched Therese’s paid program and offered a limited-time discount to book a strategy call.
Sales Call Pipeline & CRM Tracking
We connected everything to a GoHighLevel CRM pipeline tracking every lead through stages:
New Lead (registered for masterclass) → Appointment Requested (clicked book-a-call link) → Scheduled (booked strategy call) → Showed Up (attended call).
In June 2021, 39 leads from April’s Facebook ads moved into the sales pipeline with a total value of $117,000. Of those, 16 showed up to appointments – highly qualified prospects ready to invest in Therese’s program.
In April 2021, we spent $2,760.64 on Facebook ads and generated 199 masterclass registrations at $13.87 per lead. By June 2021, 39 of those leads had moved into Therese’s sales pipeline with a total value of $117,000.
With 16 showing up to sales calls (41% show-up rate), Therese closed multiple five-figure deals. More importantly, she now had a predictable system: every dollar spent on Facebook ads generated $42+ in pipeline value.
TESTIMONIAL
Simon built an automated systems that helped us closed multiple five-figure deals from that one campaign. Now we fill our masterclass predictably every month and our sales pipeline stays full. This completely changed how we grow.
Ready to Build Your System?
If you’re losing leads because your follow-up can’t keep up, let’s fix it. We’ll audit your current system and show you exactly where leads are dying.