Women's health online school 40+: $73,833 in Meta, 104% ROMI

The task

An expert in women’s health and weight works with a 35–40+ audience. Sales run through a webinar funnel: free webinar → application → course payment, with “standard” and “premium” tiers. Part of the funnel is evergreen — an automated webinar runs constantly, and lead magnets (quizzes, checklists) work between live launches.

The audience is Russian-speaking women outside Russia: Meta does not sell impressions inside the Russian Federation.

The task: keep a steady flow of registrations for launches and for the automated webinar so that every launch pays back, rather than just collecting cheap registrations.

What we did

Meta Ads, the only channel. Two creative types: video with the expert herself and native statics for feed and stories. Native formats were selected based on past launches — “Q&A” in stories, “news” and text stories worked. The logic is simple: the visual must not look like an ad, otherwise it gets scrolled past.

Angles were built from specific age-related pains: metabolism and hormones after 40, rebound after diets, sugar cravings, heaviness after meals, bloating, waking up at night. Each angle got its own ad, not a shared set of images.

Audiences: cold new, the all-time registration base, Instagram engagers over 180–365 days, a lookalike on the base, and separate retargeting segments, each with its own creatives.

For each launch we counted the entire funnel — down to payments, not registrations. Registrations were exported from the client’s CRM into a shared reporting sheet; ad spend was pulled from the ad account.

Results

• Meta ad spend for 05.2024–07.2026 — $73,833.
• Registrations — 35,807, at $2.06 per registration.
• Revenue — $150,619, ad ROMI 104%.
• The automated webinar paid back better than the live launch on half the budget.

Insights

A cheap registration guarantees nothing. Roughly one in five registrants makes it to the webinar, and only a handful of those leave an application. Judging such a funnel by cost per registration means not seeing where the money is actually lost.

The evergreen funnel works no worse than the event-based one on this audience and needs no warm-up toward a date.

Your own base is not free traffic. The lookalike on the registration base lost to the cold audience, narrow retargeting segments delivered registrations several times more expensive, while the broad “rest of the base” kept delivering cheap registrations. The finer the slicing, the more expensive the impression.

Bookkeeping turned out to be a separate task, comparable to media buying. Registrations and payments live in the client’s CRM, and the ad account sees only part of the events. Until the exports are merged into one table by tags, ROMI stays invisible.