How a Digital Coach Scaled to $221K/Month at 2.02 ROAS

Overview

In just four months, Facebook ads strategistCem Verghesetook a modest coaching info-product from $29,000 in monthly revenue to $221,000, while pushing the account ROAS from 1.8 to 2.02. This study breaks down each step: goal setting, funnel design, testing pace, and advanced audience hacks.

1. Setting Clear ROAS Targets

First, the team calculated a realistic ROAS window. They agreed on a target ROAS of 2.0, breakeven at 1.21, and minimum acceptable at 1.5. Splitting the budget 85% toward prospecting and 15% to remarketing kept focus sharp. With historical attribution lift data in hand, they automated scale rules to ramp spend only when day-one ROAS hit specific thresholds.

2. Building a Full-Funnel Structure

Previously, the account ran only cold traffic ads. Cem layered in mid-funnel campaigns targeting engagers and site visitors. They also created a creative lab for rapid image and video testing. This structure let them nurture prospects at every stage.

3. Rapid Creative Testing

Across four months, 131 distinct creatives went live—about eight a week. Formats ranged from clear-value proposition images to inside-course walkthrough videos and genuine review screenshots. Winners were scaled immediately, maintaining up to $5,800/day while hitting the target ROAS.

4. Leveraging Lifetime Value Audiences

A data hack moved this account forward. The client’s top 10% of customers had their LTV values amplified 10x, while the bottom 10% were reduced by 90%. This skewed lookalike audiences toward the most profitable buyers, driving better results than standard interests or broad targeting.

5. Live Comment Management

Turning comments into sales, the client team answered queries immediately under the ads themselves. They relaxed purchase exclusions from lifetime to the last 60 days so happy customers could add positive feedback under active ads, boosting trust and conversions.

6. Copy That Cuts Objections

Top-performing ad copy led with customers’ own doubts and organized content into quick bullet-like hooks, objection rebuttals, and a vivid snapshot of business transformation. Anchoring price next to course value kept the offer compelling.

Results and Takeaways

Within weeks, the account crossed the $200K/month mark at a 2.02 ROAS. Systematic planning, automated rules, and a structured funnel delivered nearly 8x revenue growth without sacrificing profitability.