Phase 01
Weeks 1–2
Launch & Learn
- Tracking audit (Pixel + CAPI + Kajabi)
- Launch 6 cold creatives — Angle 1
- Meta learning phase, no fiddling
- Daily CPL + CTR check only
How cold traffic becomes qualified leads becomes paying students. A self-serve acquisition system for the Self M.A.D.E. Life Audit.
Everything downstream serves one question: can a stranger scrolling Instagram become a Self M.A.D.E. student with zero manual work from you?
Four moments. One conversion path.
At £10/day, manually splitting budget between cold and retargeting starves both. Everything goes into a single Advantage+ campaign — Meta blends cold and warm signals automatically based on performance. Manual retargeting layers come online as data builds.
Realistic benchmarks for a new coaching funnel on Meta at this spend. Month one proves the system works; scale follows evidence, not hope.
Direct ROAS in month one will likely sit at 0.5–0.8x — that's expected. The asset being built is the email list of highly-qualified leads sitting inside your existing nurture. Blended ROAS moves to 1.2–2x by month three as the sequences do their work.
Phases 1–3 gather evidence. Phase 4 makes a scaling decision based on what the data actually says. No scaling before signals — and no scaling on gut.