For course creators who launch with webinars and run ads to them
Start your next launch with more of the right people already on your list.
The Email List Growth Ad Toolkit shows you how to run Facebook and Instagram ads in the months between launches, so your list keeps growing while your webinar is off.
Yes, I want the Toolkit for $297
Founding cohort. Four modules, a weekly live Q&A, and a Slack group.
What is one subscriber worth?
Module 1, in 3 minutesThe most you’d want to pay for one new subscriber is about half of that.
Example numbers. Type in your own. Module 1 takes this further and counts a full year of launches.
Sound like your last few months?
The webinar didn’t change. The room got smaller.
You’ve probably spent months fixing the webinar, the offer, and the ads. Meanwhile the list that fills your webinar stopped growing the day your last cart closed.
What’s actually happening
Your launch gets decided in the quiet months before it.
What you’ve probably been told
- Run your ads when you launch and rest the budget the rest of the year.
- If registrations drop, rewrite the webinar or test new ad copy.
- Cost per lead is the number that tells you if your ads are working.
What’s going on
- Most lists register about 1% to 3% of their people for a launch. A list that stopped growing hands you the same small group every time.
- When every launch leans on an older list and a tired audience, cost per registrant can climb and registrations can shrink.
- What one registrant earns you is the number that tells you what a subscriber is worth, and what you can pay for one.
"Number 11 and 12 were like 60% less."Susan, course creator
The math, from a real launch
Lindsay Steele’s webinar earned $60.04 for every person who registered.
Free 3-day masterclass, February 2025. Total ad spend included the cart-open ads.
$29,000 divided by 483 registrants is $60.04 earned per registrant.
Each registrant cost $12.23. That leaves about $47.81 on the table for every person you can get into the room.
Lindsay approved sharing these numbers. It was one launch with one client, so your numbers will differ.
After you’ve been through it
Three things that feel different.
You know your number
You can say what one subscriber is worth to you and the most you’ll pay for one. No more guessing at a cost per lead.
Your ads run between launches
A list-building campaign is live when the cart closes, you check it on day 1, day 3, and day 5, and you know which ads to keep, turn off, or add.
Your next launch starts warm
When you open registration, more of the room is people who already know you, and your list ads have paid back part of their own cost.
What’s inside the founding cohort
4 modules, 25 lessons, 3 templates, and a live room.
Modules 3 and 4 are recorded now. Modules 1 and 2 are recorded as the cohort runs, so what you tell me in the live Q&A shapes the lessons.
Module 1. Your two numbers
Released the first week- Work out what each registrant earned you at your last launch, with the launch debrief sheet
- Turn that into what one subscriber is worth, counted across a year of launches
- No lead magnet yet? Turn one piece of your paid course into one in a short lesson
Module 2. List-building ads between launches
Released the second week- Check that your lead magnet attracts people who’d buy your main offer
- Choose who sees your ads, including a 1% lookalike of your list
- Test visuals first against one piece of ad copy
- Set up a lead magnet campaign from start to finish, on screen
- Check new ads at 24 hours, day 3, and day 5, and know what to turn off
- Run ads to your podcast, shown in a client’s account
Module 3. The small offer on your thank-you page
Recorded, ready on day 1- The role of the lead magnet and why a small offer works
- The welcome offer flow and the 5 pillars of welcome offer alignment
- What people really want, and pricing it just right
- How to test your welcome offer, with a target of 2% to 3% buying at under about $19
Module 4. What happens after the opt-in
Mostly recorded, ready on day 1- Build a thank-you page that works
- Find out if your emails are getting read and clicked
- Audit your email sequence
- Tag your contacts so you know who came from where
- Find the leak in your lead magnet funnel
- See client case studies with the real numbers
- Decide what to do next, or have my team run it
You’ll learn how to
- Work out what one registrant earned you in about 3 minutes
- Set the most you’ll pay for a new subscriber
- Check that your lead magnet attracts people who’d buy your main offer
- Read a new ad on day 1, day 3, and day 5 and turn off the ones that drag
- Put a small offer on your thank-you page that can pay back part of your ad cost
- Plan when list ads go on and when they come off before your next launch
Many launches. Mostly course creators. Mostly webinars.
Who’s teaching this
I’m Kwadwo. That’s my wife Jamie next to me.
I run ads for course creators who launch with webinars. I also host The Art of Online Business podcast, and I live in Mexico with my wife and two kids.
My favorite clients grow their list between launches, and their launches show it. I built this Toolkit so you can do that without guessing at the numbers.
Where this comes from
Real accounts, real numbers.
Your next launch is decided in the quiet months before it.
Lindsay Steele’s February 2025 launch
483 registrants, $12.23 each all in, and $60.04 earned per registrant. It’s the math Module 1 teaches you to do on your own launch.
A client’s account I still manage
Module 2 shows a list-building ad setup and a podcast ad setup live in her account, so you see the real screens and numbers.
My team’s ad accounts
Over $3.5M in managed ad spend, much of it on webinar launches. The milestones for new ads are the ones I use on client accounts.
Is this for you?
Read this before you buy.
It’s for you if
- You’ve run a launch with a webinar and ran ads to it at least once
- Your last launch came in smaller than the one before, and the webinar didn’t change
- You have a lead magnet, or you’re willing to turn part of your course into one
It’s probably not the right fit if
- You haven’t sold your course yet. The ads can’t create demand for an offer nobody has bought.
- You want every lesson finished on day 1. Modules 1 and 2 arrive weekly.
- You’d rather not look at your own numbers. This Toolkit starts there.
Founding cohort price
Join the first cohort at $297.
No refunds, so here’s what you’re buying
The Toolkit doesn’t come with a refund. Read the module list and the fit list above, and email me a question first if you’re unsure. I’d rather you decide here than after you pay.
- 4 modules and 25 lessons, with Modules 3 and 4 recorded and ready now
- A live 45-minute Q&A with me every week the cohort runs
- A private Slack group
- 3 templates, the launch debrief sheet, subscriber worth sheet, and funnel tracker
Yes, I want the Toolkit for $297
The cohort starts the week after the cart closes.
Questions
What people ask before they join.
Does this work if I don’t run webinars?
The ads and the math in Modules 1 and 2 work for any launch. Examples lean on webinars because that’s where most of my clients launch.
Do I need a lead magnet already?
It helps. If you don’t have one, Module 1 has a short lesson on turning one piece of your paid course into one. This Toolkit doesn’t teach you how to build a big lead magnet from scratch.
Why $297 now and $697 later?
I’m recording Modules 1 and 2 while the first cohort is in the room, so your questions shape the lessons. The founding price is for people who join that way. Once the course is finished it’s $697.
Is there a refund?
There’s no refund on the Toolkit, so check the “Is this for you?” lists above first. If you still have a question about your account, email me before you join and I’ll answer it.
Will it work for my account if I spend very little on ads?
Yes. The between-launch ads in Module 2 are built around a small, steady daily budget, and Module 1 helps you decide what that budget should be.
Can my team run the ads for me instead?
Yes. The last lesson points you to my done-for-you ad management if you’d rather hand it off.
Your next launch is decided before it starts.
The founding cohort closes Friday, October 23. The list you build in the next few months is the one that shows up when you open registration.
Yes, I want the Toolkit for $297
Questions before you join? Reply to any email from me.