Case Study
From 2 sign-ups to a 6-figure launch:
Achieving more than 100x return on Facebook ad spend with Adaptive Marketing Program.
“I call it paying for speed and direction. Why should I spend years trying to figure it out on my own when someone can teach me quickly?”
Peju, Founder of Your IT Career
Peju is a technology career coach, offering courses in the field of cybersecurity, IT audit and compliance. After being an classroom-based educator in this space for over 10 years, Peju launched her own online program at the start of 2021 to a cohort of just two students.
“I'm so appreciative of those two students, because they let me know that people needed it. And then they gave me great feedback on the program. It was proof of concept”
“I knew I needed more students and that I needed marketing to scale my business.”
“When I started I had zero audience. I did not have Instagram. I did not have Facebook. I was purposely off social media. But when I started the business, I was like, Okay, we need social media. So even the social media I created, it's all in the business name, I don't have personal social media.”
“Realizing that my audience was small and my reach would be very incrementally small. I knew I had to leverage ads.”
Adaptive Marketing Program to helped Peju reach her audience
“The biggest problem I wanted to solve coming in was making my email list bigger, increasing my audience size, because that's what will increase the sales ultimately.”
“I started running ads not too long after I joined Adaptive. They didn't start out perfect but the reality is the pixels need time to mature. They need time to make sure you have the right audience.”
Peju leveraged the flexibility of the Adaptive program by using the precise components she needed to suit her business goals. Utilizing the ad copy team, monthly reviews and the Facebook ads coaches.
“I'm going to be honest, I didn't have the bandwidth to go through the actual courses. I work full time so I didn't have time to do that and I'm a very hands-on practical person. Going to the coaching calls is what really helped me get things set up.”
“I like the strategy too. There's two parts, right? There's always the strategic part and then the tactical part. The strategy sessions, where you're seeing what other people are doing and the approaches you can utilize. Then the tactical hands on ads piece.”
Planning strategically then implementing tactically.
"In 2021, I was trying to do multiple things, building the program and ensuring it served students. I like teaching, so this was about more than just the program. It was also about ensuring that people who came through my program were successful. So that was a lot of the focus on 2021, ensuring that my program and framework were well dialed in."
"By 2022. I had a better idea of what my program was. I had the success stories; the framework was there, so now my messaging in the ads was easier. When I went to the Adaptive coaching calls, just because I knew more, I was able to ask better questions. I knew what to focus on and exactly what I was targeting, so I could better use what I needed from Adaptive."
"I launched four times in 2022, once each quarter. Right out of the gate, the first one was a good launch. I don't spend a ton on ads; I've just been able to use the pixels with my lead magnet."
"I was consistently 10xing my ad spend."
Planning strategically then implementing tactically.
"In 2021, I was trying to do multiple things, building the program and ensuring it served students. I like teaching, so this was about more than just the program. It was also about ensuring that people who came through my program were successful. So that was a lot of the focus on 2021, ensuring that my program and framework were well dialed in."
"By 2022. I had a better idea of what my program was. I had the success stories; the framework was there, so now my messaging in the ads was easier. When I went to the Adaptive coaching calls, just because I knew more, I was able to ask better questions. I knew what to focus on and exactly what I was targeting, so I could better use what I needed from Adaptive."
"I launched four times in 2022, once each quarter. Right out of the gate, the first one was a good launch. I don't spend a ton on ads; I've just been able to use the pixels with my lead magnet."
"I was consistently 10xing my ad spend."
Then Peju blew it out the water in 2023 with her first 6-figure launch
"Talking about that strategic piece, something that Paul has always mentioned, you have to put yourself out there. My ads never had my picture before. I didn't even mention my name; it was very generic. So at the end of 2022, I said let's do it and put my face on the ads.
"Right off the bat, we saw the leads start coming through. There were A LOT of leads."
"We had them in the same ad set, some with my face and some without. And the result was no comparison. The ones without my face? Less than 10% of the total number of leads. I was shocked. My face brought in probably 90% of leads. We had hundreds of people join the workshop."
"That ended up being a six-figure launch with an ad spend of just four figures. So it was at least 100X."
"The next thing for 2023 is ensuring that I continue to grow my list and improve my ads to bring in more leads and impact more people. We've really had great results in the program; one of the things that keeps me going is seeing the results."
"Just this year alone, several students have received six-figure job offers. Students are even getting multiple six-figure job offers, and these people made half of that before."
“It's a big deal! So that keeps me going, knowing that I'm serving a need.”
“You have to be willing to invest in your personal development.”
"I believe in personal development. I've always believed in personal development. Even before I started this business, I would consistently pay for programs because I'm in the IT field, so we need to get certificates that are not always cheap.
“Sometimes you have to make that initial investment to get where you need to go. It's the same thing. We're asking our clients to invest in themselves by paying for a program.”
“I call it paying for speed and direction. Why should I spend years trying to figure it out on my own when someone can teach me quickly?”
“If we're trying to build an online program where people are going to pay you, what can you pay somebody else to make your move fast? For me, it's definitely paid off.”
“You have to be willing to invest in your personal development.”
"I believe in personal development. I've always believed in personal development. Even before I started this business, I would consistently pay for programs because I'm in the IT field, so we need to get certificates that are not always cheap.
“Sometimes you have to make that initial investment to get where you need to go. It's the same thing. We're asking our clients to invest in themselves by paying for a program.”
“I call it paying for speed and direction. Why should I spend years trying to figure it out on my own when someone can teach me quickly?”
“If we're trying to build an online program where people are going to pay you, what can you pay somebody else to make your move fast? For me, it's definitely paid off.”
From 2 sign-ups to a 6-figure launch: Achieving more than 100x return on Facebook ad spend with Adaptive Marketing Program.
After being an classroom-based educator in the cybersecurity space for over 10 years, Peju launched her own online program at the start of 2021 to a cohort of just two students. Her biggest challenge was connecting with a very small, niche audience so she could grow her list and increase sales.
-
Implemented a Facebook ads strategy
-
Successfully ran her first 6-figure launch
-
Achieved more than 100x return on her ad spend
-
A dialed in program and framework getting consistent ROI
-
And now helping students secure 6-figure job offers upon graduation
“I knew I needed more students and that I needed marketing to scale my business.”
Peju, Founder of Your IT Career
