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Webinars are one of the most powerful ways to sell high-ticket coaching, consulting, and expert services.
They build trust, position you as an authority, and—when done right—can help scale your business like an insanely fast ‘growth flywheel’!
It’s also a pretty straightforward sales funnel:
Run ads
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Get sign-ups through your landing page
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Make your sales pitch at the webinar
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Do some post-webinar follow-up
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Profit!
But here’s the thing: most people get stuck at the ‘run ads’ stage.
They either:
Don’t know what kind of ads to create
Get their ads banned (thanks, Facebook ad policies…)
Or don’t run ads at ALL, relying purely on organic traffic
Either way, if you’re not doing your webinar advertising right, you’re leaving a HUGE pile of money on the table.
So let’s fix that.
This playbook will show you:
✅ Which ad platforms will get you the best leads (and which ones waste money)
✅ How to create ads that stop the scroll and drive real registrations
✅ The biggest mistakes that cause low show-up rates (and how to fix them)
✅ How to use retargeting to bring back lost leads and increase conversions
✅ What to do AFTER the webinar to maximize sales
These are all based on the battle-tested strategies we’ve used to generate over 1.5 million high-quality leads for high-ticket coaches and experts worldwide since 2014.
So if you want to fill your webinars with buyers instead of blowing your marketing budget on ineffective ads, keep on scrolling!
Finding Your Target Audience
First things first: you need to run ads for the right reason.
The wrong reason? Wanting EVERYONE to sign up for your webinar.
That’s how you end up wasting your ad budget in the long run, because your ads WILL attract people who have no business being at your webinar because they’re:
- Aren’t really interested (just curious or confused)
- Can’t afford your offer (and are just there for the freebies)
- Or are way more successful than you (and don’t need what you’re selling)
If you’re running ads and getting registrations but no sales, this is probably why. Getting the prospects above will only result in a high CPL (cost per lead) for your ads.
What you want is to get the RIGHT people to sign up for your webinar.
You know, the people who would actually want to buy your offer, and are able to afford it.
And that comes down to first understanding who your target audience is, how your webinar topic is going to address their specific problem, and how you want to tailor your ad messaging to them.
Now, normally that requires hours (even days or weeks) of market research…
But today, you can use tools like ChatGPT to quickly create a detailed Customer Avatar for your business.
Which Ad Platforms Will Get You The Best Leads?
Not all ad platforms are created equal, and if you’re just throwing money at Facebook and hoping for the best—you’re playing webinar roulette.
Here’s a breakdown of the best (and worst) platforms for webinar advertising in 2025—and exactly when to use them.
#1 Facebook & Instagram Ads (Meta Ads)
- Best For: B2C coaches, consultants, course creators, and biz-op niches
- Why It Works: Cheap leads, powerful targeting, and Meta’s algorithm does half the work for you
- Potential Pitfalls: Ad rejections, fluctuating costs, and people who register just for fun
Let’s be real: Facebook still dominates when it comes to filling webinars.
Why? Because it’s the fastest way to reach a cold audience, educate them, and get them to register—all without them leaving the app.
But here’s the golden rule of Facebook webinar ads: Lead quality > lead quantity.
You can get $2 leads all day long—but if none of them show up, you’re just buying ghost registrants.
Pro Tip: Instead of going broad with “business owners,” target based on behaviors. For example, if you’re a high-ticket coach focusing on helping people become better closers, you want people interested in entrepreneurship, sales training, or even specific competitors.
Use Facebook if:
✅ You want fast registrations (Meta’s algorithm will optimize for sign-ups).
✅ Your webinar is designed for B2C audiences or business owners.
✅ You have retargeting sequences in place to boost show-up rates.
Avoid Facebook if:
❌ You’re in a high-risk industry (finance, weight loss, etc.)—Meta doesn’t love you and you’ll likely struggle trying to get around the rules and guidelines.
❌ You can’t handle ad rejections or constantly tweaking your copy.
(That’s why most high-ticket coaches leave their webinar Facebook ads to agencies who are crazy enough to deal with all the constant tweaks, optimizations, refreshes, and ad policy changes.)
#2 YouTube Ads
- Best For: High-ticket coaching, consulting, and experts with an established audience
- Why It Works: People watching are already in learning mode
- Potential Pitfalls: More expensive, requires solid video creative
YouTube is a goldmine for webinar advertising—if you do it right.
Unlike Facebook, where people mindlessly scroll past your ad, YouTube users are in education mode. They’re watching content to solve a problem, which makes them warmer leads.
But here’s the catch: You need strong video ads.
Your typical Canva slideshow ain’t gonna cut it. You need an engaging, face-to-camera hook that gets them to click.
Pro Tip: Use “In-Stream Skippable Ads” that play before videos in your niche. Start with a hook like: “Struggling to land high-ticket clients? In the next 60 seconds, I’ll show you a 3-step system to fill your calendar—without cold outreach.”
Use YouTube if:
✅ You have solid video ads (or a charismatic presence).
✅ Your offer is high-ticket and you want warmer leads.
✅ You’re targeting people already searching for solutions.
Avoid YouTube if:
❌ You don’t want to invest in video production.
❌ Your ad budget is under $3,000/month (YouTube works best when scaled).
#3 Google Search Ads
- Best For: Coaches in niches with high search intent (trading, investing, marketing, etc.)
- Why It Works: People are literally searching for what you offer
- Potential Pitfalls: Higher cost per lead, needs dialed-in keyword strategy
Someone typing “how to get more high-ticket clients” is WAY more likely to buy than someone casually scrolling Instagram.
But here’s the thing: you need to bid on the right keywords.
Your ad copy must match the search intent—and your landing page must convert like crazy. Otherwise, you’ll pay $20+ per lead for people who bounce immediately.
Pro Tip: Use “Webinar” or “Masterclass” in your ad headlines. Example: “Free Masterclass: How to Close $10K Clients (Even If You Hate Sales)”
Use Google if:
✅ Your audience actively searches for your solution.
✅ You want high-intent traffic who already know their problem.
Avoid Google if:
❌ Your niche is too broad (e.g., “business coaching” is way too competitive).
❌ You’re targeting cold audiences (Google is better for people already interested).
#4 LinkedIn Ads
- Best For: B2B webinars, corporate coaching, executive-level audiences
- Why It Works: High-quality leads, decision-makers, and professionals
- Potential Pitfalls: Expensive AF, needs serious budget ($10K+/month)
LinkedIn Ads are like hiring a private chef—expensive but high-quality.
If you’re targeting C-level execs, corporate clients, or serious business professionals, this is THE platform.
But fair warning: $20–$50 per click is normal. So unless you have a big-ticket offer ($5K+), you might want to test other platforms first.
Pro Tip: Use lead forms instead of sending people to a landing page. LinkedIn users hate leaving the platform.
Use LinkedIn if:
✅ Your audience is high-level professionals.
✅ Your offer is $5K+ per client.
Avoid LinkedIn if:
❌ You don’t have deep pockets for ads.
❌ Your niche is better suited for casual entrepreneurs.
#5 TikTok Ads
- Best For: Broad B2C audiences (entrepreneurs, freelancers, digital marketers)
- Why It Works: Ridiculously cheap traffic, great for brand awareness
- Potential Pitfalls: Lower buyer intent, unpredictable ROI
TikTok Ads are the wild wild west of webinar advertising.
Yes, you can get insanely cheap clicks and sign-ups… but do they buy?
If your webinar is engaging and has mass appeal, TikTok can be an interesting traffic source. But don’t rely on it as your primary ad channel.
Pro Tip: Keep your ads fast-paced, direct, and engaging. TikTok users have zero patience.
Use TikTok if:
✅ You want dirt-cheap leads for retargeting later.
✅ Your niche has mass appeal (e.g., side hustles, freelancing, money-making skills).
Avoid TikTok if:
❌ Your audience skews older or corporate.
❌ You expect immediate high-ticket sales.
Which Platform Should You Choose?
If you’re still unsure, here’s the TL;DR version:
✅ If you want the fastest results: Facebook/Instagram Ads
✅ If you want higher-quality leads: YouTube Ads
✅ If people are actively searching for your solution: Google Search Ads
✅ If you’re targeting professionals or executives: LinkedIn Ads
✅ If you want cheap leads to warm up later: TikTok Ads
How to Create High-Converting Webinar Ads That Stop the Scroll
Now that you’ve scoped out where to run your ads, let’s dive into creating ads that actually work. It’s not enough to simply throw money at a platform—you need ads that grab attention, spark curiosity, and, most importantly, convert.
Crafting the Perfect Ad
Your ad should be a mini-masterpiece. Think of it like a movie trailer: it needs to captivate your audience in seconds and leave them itching to know more. It needs these elements to have any sort of substance:
- The Hook:
Start with a bold, attention-grabbing statement. Slam them with a headline like, “Struggling to Close $10K Deals? Here’s Your 3-Step Fix!” – or you could try experimenting with different types of powerful and effective hooks for your webinar. - The Angle:
Clearly articulate the benefit. How does your webinar solve their problem? Use direct language: “Discover proven strategies that helped hundreds of investors get 20-30% returns without spending hours everyday studying charts”. - The Call-to-Action:
No vague “Learn More” here. Go for something actionable that also introduces some urgency: “Register Now for Free (Limited Seats)” or “Yes, I Want To Join This Webinar & Become A Better Investor!” - Visuals Matter:
Whether it’s a compelling video or a striking image, your creative must align with your message. If they are not congruent, your prospects are gonna be scratching their heads in confusion. For video ads, consider a quick face-to-camera shot—authentic, energetic, and relatable.
- The Hook:
And remember: all of these elements should resonate with your target audience — AND include your own unique voice. Otherwise, you’re just gonna sound like everyone else!
Here’s 4 ways you can write headlines that actually capture attention (instead of making people yawn or worse—scroll away).
Designing for Different Platforms
What works on Facebook might not work on YouTube! Tailor your creative to the platform:
- Facebook/Instagram: Quick, snappy visuals with bold text overlays work wonders.
- YouTube: Invest in a well-produced video ad. Even a minute of authentic, energetic delivery can work magic.
- Google Search: Your ad copy is king. Optimize your headlines and descriptions to match search intent—think high-ticket client-specific language.
- LinkedIn: Keep it professional. Use crisp, concise language that resonates with decision-makers.
How to Use Retargeting Ads to Bring Back Lost Leads and Increase Conversions
Not all leads are ready to commit on the first go—and that’s okay. The beauty of retargeting is that it lets you nurture those lukewarm prospects until they’re fired up to join your webinar!
Retargeting Ad Strategies That Work:
- Segment Your Audience:
Break down your leads into categories: those who clicked but didn’t register, those who registered but didn’t show, and those who attended but didn’t buy. - Tailored Messaging:
Each segment needs a different message. For instance, for non-registrants, use urgency: “You almost missed out on our exclusive strategies—register now before spots fill up!” For no-shows, consider a replay offer with added bonuses. - Multiple Touch Points:
Use a mix of display ads, social media retargeting, and even retargeting emails. Consistency is key. - Leverage Social Proof:
Remind prospects of past success stories, testimonials, and the tangible benefits your webinar provides. This can tip the scales in your favor.
- Segment Your Audience:
Pro Tip: Keep testing and tweaking your retargeting ads. What works for one segment might not work for another. Use A/B testing to continuously refine your approach until you’re getting the best possible conversion rates.
What to Do AFTER the Webinar to Maximize Sales
The webinar might be over, but the work isn’t done yet. Most sales happen after the webinar, so your follow-up sequence is actually your secret sauce!
Building a Post-Webinar Follow-Up Sequence
What’s Next?
You’ve got the strategies, the platforms, and the playbook. Now, it’s time to put this into action.
But here’s the thing—webinar advertising isn’t a “set it and forget it” game. If you want to consistently fill your webinars with high-quality leads (without throwing money down the drain), you need to:
✅ Measure & Optimize – Track your CPL, show-up rates, and conversion rates like a hawk. What gets measured gets improved.
✅ Brace for Algorithm & Ad Policy Changes – Meta, Google, YouTube… they all love shaking things up. What worked last month might get your ad account shut down tomorrow. Be ready to pivot.
✅ Refresh to Prevent Ad Fatigue – Ads that crushed it last week might start dying off. Keeping your creative fresh and relevant is the key to staying profitable.
These three reasons are (lack of optimization, algorithm/policy changes, and ad fatigue) are why your ad CPL might be low one day, and sky-high the next.
It’s also why many businesses and agencies quickly fall off despite having awesome initial results with their ads.
That’s why we built our own ‘Blitzvertising’ ad system to counteract it – by the time an ad starts to die, we already have the next winner lined up. That’s how we help our clients get results like 2.8X ROAS on their FIRST webinar with us.
Want us to run your webinar ads for you?
Let’s be real: you didn’t become a coach, expert, or consultant to spend your life inside Ads Manager. You’ve got a business to run. A brand to build. A message to share.
We handle all the ad headaches—from campaign strategy to creative testing to optimization—so you can focus on what you do best: delivering a kickass webinar that inspires real change.
If you’re serious about scaling your business with webinars, let’s talk.
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.
