Challenge
A well-known Polish author was launching a premium personal development course — 30+ hours of video content priced at $220 (with $5/month installment option). The content was unique: traditional wisdom passed through generations, not available in books or online.
The challenge was selling a high-ticket digital product to a Polish audience that’s skeptical of online courses and “guru” marketing. I had one week to prove the concept worked before scaling.
Solution
I built a three-tier funnel on Facebook and Instagram — Prospecting for cold traffic, plus two Remarketing layers (website visitors and engaged users). This let me test creative angles on cold audiences while capturing warm traffic at lower CPA.
I tested multiple ad variations across 18 audience segments. I scripted ads, recorded voiceovers, and edited video in Camtasia. Static images were designed in Canva. I built a simple landing page in Carrd focused on the course’s unique positioning.
I tested different angles: testimonial-style transformation stories, curiosity hooks about “wisdom passed through generations,” pain point openers addressing feeling blocked or stuck in toxic relationships, and authority positioning around the creator’s 30+ years of experience.
The winning hook opened with a woman describing feeling “stuck for years” before discovering these methods. Warm, personal tone — no polished production or hype.
Results
In one week: 95 sales, $21K revenue, $5.3K ad spend — 3.96x ROAS with $15.6K profit.
- Best performing creative hit $2.50 CPA (5 sales) — 22x better than the $55 average
- Prospecting filled the funnel: 35 sales at $67 CPA
- Remarketing delivered 63% of conversions at lower CPA — 43 sales at $46 (engaged) and 17 sales at $57 (website visitors)
- Age 45-54 was the sweet spot: 48% of all sales at $40 CPA
- Age 35-44 came second with 25% of sales, followed by 25-34 at 11%
- Under 25 and over 65 were negligible — not the right audience for a $220 purchase