Do you have…
- A great webinar offer (and an effective sales pitch)
- An awesome sales funnel that maximizes conversions
- A killer ad that brings in lots of high-quality leads
… and yet your webinar’s performance is STILL down in the dumps?
Then something else might be afoot.
This case study is a great example of that…
We recently helped one of our clients hit 10X ROAS on their webinar… then watched it TANK for two weeks straight.
Continue reading to learn how we discovered the real culprit behind that mess… and how we managed to fix it.
Ready? Let’s dive in.
The High of a 10X ROAS (Oh, What a Feeling!)
Picture this: we launched our client’s webinar, dialed in the messaging, had a killer offer, and BOOM—10X ROAS.
It was a thing of beauty. Ads were converting like crazy, leads were warm and juicy, and people were throwing money at our client like they were the last bartender at a Vegas pool party.
We thought we had cracked the code to infinite webinar riches.
Until… we ran the next one.
The Crash: From 10X to a Pathetic 1.6X ROAS
Second webinar? ROAS dropped to 2.5X. Not ideal, but survivable.
Third webinar? 1.6X. (Insert internal screaming here.)
We went from popping champagne to stress-eating instant noodles trying to figure out what went wrong.
What happened?!
Why the Webinar was Slowly Dying
Normally, when a webinar’s performance drops, it’s due to complacency.
Here’s the usual suspects:
Audience Burnout – We were hitting the same audience too often. Even the best ad will lose its magic if you keep showing it to the same people over and over again.
Ad Fatigue – Our ads weren’t refreshed enough. The same creative, the same messaging — after a while, people just get bored and scroll past it.
But surely, just one week in, these wouldn’t be such massive factors, right?
The real culprit, we later found out, was Google’s ad policies.
See, this client actually talks about (among other things) Forex trading.
And Forex trading is a BIG no-no on Google.
Somehow, we managed to sneak through some of the ads the first time around.
We were pretty lucky to even get 10X ROAS despite Google’s ad restrictions!
But as you can see… it was not sustainable.
Thanks to Google tightening the leash, our ads (those that didn’t get outright banned) suffered a massive drop in leads – resulting in very poor ROAS.
So we had to find a way to scale this client’s business, WITHOUT running into anymore roadblocks.
The Comeback: Back to a 5X ROAS
After we finished mourning our lost ROI, we did what any smart marketer does — we tested, refined, and fixed the problem. Here’s how we clawed our way back to a healthy 5X ROAS:
Refined the Messaging – We tweaked our messaging until we finally figured out what Google would allow and what actually resonated with cold traffic. The right messaging started attracting the right people again.
Optimized Ad & Video Metrics – We tracked how far people were watching the YouTube ads and tweaked the creatives to keep people engaged longer. Better video retention = better conversions.
Fixed the Landing Page – Instead of one-size-fits-all, we made sure the headline, bullet points, and content matched the new ads. This boosted conversions as well.
Dialed in the Follow-Up Sequences – We refined the emails, SMS reminders, etc. and dripped them to our leads, resulting in higher webinar attendance rates.
- Tweaked the Webinar Content – We worked with the client to adjust their webinar content, ensuring that it resonated with the audience better and keep them engaged throughout the webinar. More engagement = more conversions.
The Lesson? Webinars Work… If You Work Them Right
Webinars aren’t “set it and forget it.”
They need constant testing, optimization, and strategy tweaks. And if you’re not paying attention, even a winning webinar can turn into a dud faster than you can say “Hey, where the heck did all my ROAS go?”
The good news? If you dial in your ads, your offer, and your follow-up, AND pay attention to the latest ad policies and algorithms in Facebook/IG/Google/YouTube/TikTok ads, webinars can be the ultimate money machine for your coaching business.
Want to see how we do it?
Check out our case studies here.
Or if you’re ready to scale your webinars the right way, let us know if you need help with it!
Let’s make webinars great again. (And keep them that way!)
Watch Now
Key Points
- 00:00 Introduction to Achieving 10X ROAS on Webinars
- 01:05 Initial Success and Subsequent Challenges
- 01:51 Adapting to Compliance Issues
- 02:42 Learning from Data and Adjusting Strategies
- 04:19 Setting and Tracking Key Metrics
- 06:05 Improving Video Engagement
- 07:41 Optimizing Landing Page Conversions
- 08:31 Enhancing Attendance Rates
- 10:06 Workshop Sales and Final Thoughts
This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.
