Women's health online school 40+: $73,833 in Meta, 196% automated webinar ROMI
Online school of women’s health and weight for the 40+ audience
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 (hot / warm / medium / rest of the base), 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
For 05.2024–07.2026 in Meta: ad spend $73,833, 8,428 registrations recorded (BigQuery, snapshot as of 02.08.2026).
Breakdowns by individual launch — from the team’s reports to the client (the client counted payment totals in rubles):
| Launch | Budget | Registrations | Cost per reg. | Payments | Revenue | ROMI |
|---|---|---|---|---|---|---|
| “Weight” webinar, 01–02.2026 | $2,523.83 | 1,935 | $1.30 | 5 | $3,700 | 153% |
| “Sleep” automated webinar, 04.2026 | $1,340.78 | 738 | $1.82 | 12 | $2,412 | 196% |
| “Detox / Liver” webinar, 03.2026 | $2,156.78 | 1,112 | $1.94 | 9 | $2,830 | 131%* |
| “Energy” webinar, 04.2026 | $2,516.78 | 1,004 | $2.51 | — | — | — |
* The “Detox” ROMI is our recalculation: the client gave revenue in rubles (₽231,021) and the budget in dollars. $2,156.78 × 81.62 ₽/$ (average rate for March 2026) = ₽176,034; 231,021 ÷ 176,034 = 131%. For the other two launches the client stated the ruble budget himself.
Full funnel of the “Weight” launch: 1,935 registrations → 397 attended the webinar (20% attendance) → 19 applications (5% of attendees) → 5 payments (26% of applications). Cost per webinar attendee $6.35, cost per application $132, cost per payment $504.
Spend by launch reconciles with the ad account: for “Weight” the account shows exactly $2,523.83, for “Detox” — the sum of two campaigns, $1,630.12 + $526.66 = $2,156.78.
Important about the 8,428 figure. This is Meta’s event counter, and it is incomplete: across the 27 months of the period the counter is non-zero in only 10, and in three of those it is single events. In the remaining months registrations did not reach the ad account as an event (the discrepancy was being fixed until July 2026 — the form sent Lead instead of CompleteRegistration). Check: for January 2026 the account shows zero, while the “Weight” launch report for the same month shows 1,935 registrations. So the real number of registrations for the whole period is noticeably higher than 8,428, and “$73,833 ÷ 8,428 = $8.76” is not the cost per registration: across the four analyzed launches a registration cost $1.30–$2.51, and in summer 2026 it was held in the 100–$1.68 corridor.
Insights
A cheap registration guarantees nothing. On the “Weight” launch a registration cost $1.30 — an excellent price — while a payment came out at $504, because 20% made it to the webinar and 5% of those left an application. Judging such a funnel by cost per registration means not seeing where the money is actually lost.
The automated webinar paid back better than the live launch — 196% versus 153% on half the budget. 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 and was switched off after a $41 test. Narrow retargeting segments (hot / warm / medium) delivered registrations at $9 and were switched off too, 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 live in the client’s CRM, payments — there too, and the ad account sees only part of the events. Until the exports are merged into one table by tags, ROMI cannot be calculated even in hindsight — which is exactly what the empty cells in the table above show.