Case study · Digital Domination Workshop · Glasgow
£6,663 of Meta ads behind £100k+ in coaching sales.
The Digital Domination Workshop was a monthly, in-person event in Glasgow for business owners who wanted to grow online and cut costs with AI.
The workshop was the front door. The money was in the coaching and done-for-you services sold to the people in the room. Tickets were free. I ran the two-month Meta campaign that filled the seats.
Client
Growth Getters
My role
Meta ads, creative, copy, landing page
Channels
Meta Ads
Ad spend
£6,663
Event
2 months, from Dec 2024
The numbers
What went in. What came back.
£6,663
Meta ad spend over two months
301
Free tickets claimed, at £22.14 each
£100k+
Coaching sales from workshop attendees
15×
Coaching sales for every £1 of ads
Reach
113,532
Impressions
431,714
Frequency
3.8
Click-through rate
1.79%
Source: Meta Ads Manager. Tickets were free, so each claimed ticket was tracked as an initiated checkout. Coaching sales reported by Growth Getters; they were made at and after the workshops by the coaching team, not by the ads directly.
01 · THE BUSINESS MODEL
A low-cost workshop. A high-value back end.
Growth Getters sells two things: coaching, for owners who want to learn the systems, and an agency service, for owners who want the systems built for them. Neither sells well to a stranger on Facebook.
So the workshop did the introducing. A ticket got a business owner into a room for a day of real teaching. The coaching and agency offers came after, once trust was earned. My job was the first step: fill the room with free-ticket holders, at a cost the back end could easily carry.
STEP 1 · WHAT THE ADS SOLD
The workshop ticket
A monthly in-person day in Glasgow on growing online and cutting costs with AI.
STEP 2 · WHAT THE ROOM SOLD
Coaching
For owners who want to learn the systems and run them themselves.
STEP 2 · WHAT THE ROOM SOLD
Done-for-you agency
For owners who want the systems built and run for them.
02 · THE CREATIVE
The host on camera, three different promises.
I started with the customer avatar: a Glasgow business owner who felt 2024 should have gone better, doing too much by hand and wanting income they could count on. Every ad put the workshop host on camera, so people met the person they’d learn from before they bought a seat. Each ad tested a different promise..
03 · THE MEDIA PLAN
One campaign, every date, tracked properly.
A single conversion campaign ran for two months, with each workshop date added to the same campaign so it kept learning instead of starting from zero. The tickets were free, and a separate paid campaign was already using the purchase event on another landing page. So I optimised this one for initiated checkouts: every claimed ticket counted as a conversion without muddying the paid campaign’s data. A frequency of 3.8 meant the average person saw the offer about four times before claiming.
Client
Scottish Business Conference
My role
Research, ads, copy, landing page
Channels
Meta and LinkedIn
Ad spend
£105,000
Event
20-21 Jan 2025
COLD · BROAD
Ages 18–65+
Let the creative find the buyer.
COLD · INTERESTS
Ages 30–65+
Business owners and entrepreneurs in Glasgow.
WARM · RETARGETING
Viewers & Visitors
Brought back to the next date.
LANDING PAGE
Optimised for tickets
Copy and layout tuned to turn visits into checkout.
Meta Ads Manager, the workshop campaign. “Website initiated checkouts” are claimed free tickets. Scroll sideways to see every column.
04 · WHY IT WORKED
Three decisions behind the numbers.
Value the room, not the ticket
£22 to put a business owner in a free seat is trivial next to what a coaching or agency client is worth. Knowing that set how hard I could push.
Sell the person, not the event
Video with the host talking straight to camera builds the trust a workshop depends on, before anyone walks in.
Track the right event
With a paid campaign already using the purchase event, I gave this one its own conversion signal. Each campaign learned from the right people, and neither polluted the other’s data.
The takeaway
The workshop is the ad for the real offer.
£6,663 of ads put business owners in a room where the high-value offer could be made properly. Price the front end to fill seats, and let the back end pay for it.
Next
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