Webinar Ad Playbook
Run ads that fill your webinar with buyers
The same day-by-day plan I run for retainer clients' webinars. Use it yourself, or give it to your team.
One-time payment · Instant access · 120-day money-back guarantee
"I had one hour with [Kwadwo] and my sales went from one sale a day up to 10."
Sam, The Singers Piano, mid-launch
"I thought lead costs for my niche would be $20-30/lead... I am averaging $12/lead right now and trending down!"
Lacey Cribb, personal launch coach and tech expert
Your webinar ads, day by day
Tool preview2 weeks before a webinar
Your webinar sells. So why do the ads feel like playing the lottery?
You know your offer converts once people are on your webinar.It's the 14 days of ads before the webinar that keep you up at night.
Day 1
You finally turn the registration ads on. A few hundred dollars a day, for two weeks.
"Okay. Please work."
Day 3
One ad costs three times the others per registrant. You can't tell if it's a bad ad or a bad day.
"Do I turn it off? Or is that exactly what I'm not supposed to do?"
Friday
Lead costs creep up and the weekend is coming. You want to fix it, and you're scared to touch anything.
"If I change this, am I going to break it?"
Webinar day
Registrants cost twice what they did last week. The cart opens tomorrow and you don't know who to show it to.
"I'm clearly doing something wrong."
"I knew I needed to scale the business and start advertising on Facebook, but was always anxious to do it and unsure if I would get good results by myself."Brent Vaartstra, ads management client
"I had been managing my own facebook ads for 2 years before I started working with Kwadwo. Once he took over I began to understand how superficial my knowledge was of how to get the best out of my ad campaigns."Judy Woods, artist and online course creator
One-time payment · Instant access · 120-day money-back guarantee
What's really going on
Most course creators judge their webinar ads by the wrong rules
What you've probably been told
- ×Let your ads run a week or two before you judge anything
- ×Your cost per lead has to be really low
- ×If your registration ads lose money, your launch is losing money
- ×Your email list is always your cheapest audience
- ×More ad sets means more testing and better results
What's actually happening
- ✓A webinar gives you 14 days to run ads, so you have a short window to make the right calls. You read a 3 to 4 day trend and act on it.
- ✓What each registrant earns you matters more than what each one costs
- ✓Registration ads often lose some money on their own. The open cart ads are where the money comes back.
- ✓A list that hasn't been nurtured can cost more per registrant than a cold audience
- ✓Your budget decides how many ad sets you can run, and most people run the wrong number of them
- Fill the room, then fill your cart. The room is where the sale gets made.
"I spent this much on the ad I made this much. Clearly it was working right? Wrong. So by working with [Kwadwo] and learning this stuff, we're able to see exactly where in the funnel there's room for improvement."Karin Carr, Video Boss Agent, ads management client
Real launches
Three webinar launches my team ran ads for
(two free, one paid, all with real numbers)
Madly Learning
Resources for Canadian teachers · July 2023
Rhonda Douglas
Resilient Writers · September 2024
The tickets got people in the room. The program sale after it is where the money came from.
Lindsay Steele
Business coach for interior designers · February 2025
"I remember thinking that there was no way I could have done the amount of testing that he was doing... I had nearly three times or 300 percent return on investment from the amount that I spent on ads and including the amount that I spent on the fee."Rhonda Douglas, Resilient Writers, launch client
"I just wanted to send you a little message to let you know how the launch was going... I've sold eight courses, so I'm, I'm on track... So far, I've made £10,000 plus VIP, so £12,000."Sam, The Singers Piano, voice note mid-launch
Instant access. Use it on your next webinar.
Your profit per registrant
Know the most you can pay for a registrant before you spend a dollar
When I teach this live, I hold up one hand above the other to show how much profit each registrant makes you. Fill it in with two numbers from your last launch. It takes about a minute.
- RYour right hand (the higher one)
That's what each registrant earns you. Take your launch sales and divide by the number of registrants.
Lindsay: $29,000 ÷ 483 = $60.04 per registrant - LYour left hand (the lower one)
That's what each registrant costs you in ads. Ads Manager shows it as cost per result.
Lindsay: $11.34 per registrant - $The most you should pay per registrant
It's half of your right hand. Pay less than this per registrant, and each one still earns you double what it cost. The space between your hands is your profit on every person who signs up.
Lindsay's max: $30.02 per registrant. She paid $11.34.
Most people never run these numbers, so when cost per registrant jumps on day 5, it feels like an emergency. Once you know them, you can make an informed call. You'll know when to leave an ad on, and when turning it off saves you money.
"I've been running ads for four solid months. I have spent approximately $3,500. People who came from my ads that I've been able to track have spent $4,200 on programs. So, I'd say it's working."Melissa Webb, WriteOnWebb.com, ads coaching client
Try it with your numbers
Filled in with Lindsay's launch. Change any number.
You're paying $11.34 per registrant, and the most you should pay is $30.02. You have room to spend more and still double your money on every seat.
"Kwadwo helped me... learn how to track it all so it doesn't just feel like throwing spaghetti at the wall, hoping something sticks, but having no idea why it worked."Nina Clapperton, She Knows SEO
The full check, plus the tracker that works it out for you.
When you have the plan
Your next webinar launch stops feeling like a gamble
You know what to do on Day 3
Your trend friend tells you if an ad is getting pricier, holding steady, or getting cheaper, so one bad day doesn't scare you into a bad decision.
You stop dreading Fridays
You know what to leave running over the weekend, and what should wait until Monday to go live.
You know how to run open cart ads
Your cart ads go live at the right time, to the right people, spending the right share of your budget to make you the most money.
"I used to really struggle with Facebook. I used to be scared of Facebook. I used to just think it was some sorcery you needed to know. But Kwadwo really helped me break things down in a simple, straightforward way."Steven Foust, NCO's On Fire, course customer
"Now I feel so much more calm and informed and excited when I can look at my reports and know that they're completely accurate... I was filled with fear beforehand of whether I could do this myself."Mim Jenkinson, Paper Planner Club
What's inside
Webinar Ad Playbook
9 quick, easy-to-follow video lessons that walk through a real webinar launch in order, from the setup you do first to the last open cart ad. About 2 hours, start to finish.
Before you spend a dollar
- What a realistic launch looks like: about 30% show up, and 2% to 3% of registrants buy at minimum
- The two-hands profit check, so you know the most you can pay per registrant
- The mindset of a tester
Tracking you can trust
- The pixel and the Conversions API
- The easiest way to check your tracking is working
- Making sure your sales get counted right
Free webinar or paid webinar
- Which campaign objective each one needs
- How your ticket price sets your daily ad spend floor
- The right time to turn off an ad for a paid event, so you don't lose money
Who should see your registration ads
- The 7 warm audiences I build for every launch
- The right mix of warm and cold audiences to target
- The order I test audiences in
Ads that stop the scroll
- The orchestra ad composition that converts
- The best number of graphics or videos, ad copy and headlines to start with
- Why Canva's default templates make horrible ad graphics
Your 14-day launch calendar
- When 2 weeks is enough and when you need 3
- The best day and time for your ads to go live
- The right time to turn off ads before your webinar
The best ad setups for your budget
- The exact number of ad sets your budget can support
- The rule I always follow for how many ads go in an ad set
- My secret for scaling your winning ads
Which ads to keep, turn off, or scale, day by day
- Finding your trend friend
- The best way to find the visual, ad copy and headline combos that get you results
Cart open and cart close ads
- The shopping cart rule - when each ad goes live
- Who to show them to, and who to leave out
- Run replay ads that get results
Also included
The tools that go with it
The Day-by-Day Webinar Ads Tool
Pick free or paid webinar, then open the day you're on. It tells you what to check and what to do, from launch day to cart close.
The Launch Funnel Tracker
You can't improve the numbers you don't track, but most people are tracking the wrong numbers.
Cart Open and Cart Close Ad Templates
A few of my best fill-in-the-blank ad templates that have gotten results for my clients, to get you started.
The Graphics Checklist and Designer Brief
The checks I run on every graphic before it goes live, so you don't pay to test a graphic that was never going to work. Plus exactly what to send your designer in the first message so they make your graphics better.
Inside, you'll learn how to:
- Work out the most you can pay per registrant and still profit
- Pick the right ad campaign setup, whether you have a $50-a-day budget or a $4,000-a-day budget
- Decide what runs over the weekend and what waits for Monday
- Target the best warm audiences with the right amount of budget
- Look at the right numbers before you turn anything off
- Know how much of your ad budget to spend on your open cart ads
"Kwadwo does a phenomenal job of keeping the videos short and digestible. I have learned so much and my confidence has increased significantly."Lizette Cloette, Think Different Dementia, course customer
"I went from kind of not having run ads at all to having a really good ad set that was generating consistent leads for me at a very stable ad costs."Lindsay Steele, business coach for interior designers
9 lessons, the tool and the tracker. One payment of $27.
The tool my team uses on client launches
Open the day you're on. Do what it says.
A free webinar and a paid webinar play by different rules, so the tool has a track for each. Here's a peek at day 3.
Day-by-Day Webinar Ads Tool
An ad that's spending with no registrants, or costs far more per registrant than the others.
Everything else. One expensive day is not a trend.
"I had my daughter that I wanted to train up... [Kwadwo] worked with my daughter and myself... and showed her exactly how to set the campaigns up, what to look for, what metrics to go for, how to select the right creatives."Greg Wilkes, construction business coach
Use it yourself, or hand it to whoever runs your ads.
Who's teaching you?
I'm Kwadwo. I run webinar ads for course creators whose businesses already work.
Most of the launches we run are for course creators and coaches who already sell through a webinar and want more of the right people in the room. The Webinar Ad Playbook is the plan we follow on those launches, written down so you can run it yourself or hand it to your team.
Kwadwo Sampany-Kessie, The Art of Online Business
"Kwadwo has truly been my secret weapon as my FB ads coach. He helped me set up my ad campaigns, understand the results and how to optimise both my ad results and my funnels, even when my budgets were excruciatingly low."Kim Reynolds, The Patchwork Shop
Results
From clients and customers who've worked with Kwadwo
"I have been running ads to my launch for the past two weeks. I've been really struggling with it... And I had one hour with [Kwadwo] and my sales went from one sale a day up to 10."
"[Kwadwo] helped us reach our first six-figure month in January of 2024. We did over $124,000 in sales during that month, and I can attribute a lot of that to [Kwadwo]'s ad expertise."
"We had an evergreen funnel that was pretty much a dismal failure... People were not buying my program after attending this webinar... our opt in page is converting at 75 percent for cold traffic, which is pretty insane."
"A year ago, I had 2,000 subscribers. Now I have over 6,000. We are $10,000 ahead of where we were in revenue this time last year, and I, I haven't done anything other than add on the ads."
"He would think about solutions that would work for my business and my audience. It's not like he would come up with some sort of cookie cutter solution that he applied to everybody's... online businesses."
"I'm learning so much about how to get started, especially with setting up different ad sets and comparing and contrasting different images and the copy and narrowing that down to what's going to get you the best cost per lead."
"Quayjo's training gives you a step-by-step approach that is easy to follow... Bonus: he teaches you how to creatively target & test audiences all in the name of keeping your lead costs low."
One-time payment · Instant access · 120-day money-back guarantee
Is this for you?
This is a good fit if your webinar already sells
This is for you if…
- ✓You're a course creator or coach whose business already works, and your free or paid webinar has made sales
- ✓You spend, or want to spend, $2,000 to $50,000 on ads for a webinar launch
- ✓You run your own ads, or have someone on your team running them
It's not the right fit if…
- ×Your webinar hasn't made a sale yet, or it's losing you money. More eyeballs on it won't fix that.
- ×You'd rather not open Ads Manager or look at your numbers
- ×You want someone else to run your webinar ads. That's a different conversation. DM me on Instagram at @quayjo.
You have 120 days to use it on your next webinar launch
If your ads don't do better than they did on your last launch, email me within 120 days and I'll refund you in full.
Get instant access
Webinar Ad Playbook
One-time payment. No subscription.
- ✓9 easy-to-understand video lessons, about 2 hours total
- ✓The Day-by-Day Webinar Ads Tool, for free and paid webinars
- ✓The Launch Funnel Tracker spreadsheet
- ✓Cart open and cart close ad templates
- ✓The graphics checklist and designer brief
- ✓Use it for your own business, or hand it to your team
Every day your webinar ads aren't working is another day you're paying for it.
Keep it for every webinar you run from here on out.
FAQ
Common questions
Does this work for a free webinar and a paid one?
Yes. The rules are different for each, so the lessons and the tool cover both. A free webinar uses the lead objective and you watch your cost per registrant. A paid one uses the sales objective, and your ticket price sets your daily spend floor and when an ad gets turned off.
I run a challenge or a bootcamp. Will this still help?
Yes. It's built around webinars because that's what most of my clients run, and the same plan works for any live event with registration ads before it and an open cart after it.
How much do I need to spend on ads?
You can follow the plan on just $50 a day. It's written for profitable launches, and lesson 7 shows you how to set up your ads for whatever your budget is.
How long will it take me to get through?
About 2 hours of video. Most of the day-to-day work lives in the tool, so you're not rewatching lessons during a launch.
Can my team or my VA use it?
Yes. That's the point. Your purchase covers your own business, whether you or someone on your team runs your ads.
What if I'm new to Meta ads?
Then you're in luck. You'll learn the best way to run Facebook and Instagram ads to your webinar from the get-go.
Is there a money-back guarantee?
Yes. You have 120 days to use it on your next webinar launch. If your ads don't do better than they did on your last launch, email me within 120 days and I'll refund you in full.
Can you just run my ads instead?
Sometimes, yes. My team runs launch ads for a small number of course creators at a time. DM me on Instagram at @quayjo, or use the apply link inside the course.
Your next webinar
Fill the room. Then fill your cart.
Your webinar already does the selling. The Webinar Ad Playbook gives you the day-by-day plan to get the right people into it, and to bring the money back when the doors open.
Yes, I want the Webinar Ad Playbook for $27One-time payment · Instant access · 120-day money-back guarantee