Performance Turnaround: IMOTWS Webinar Funnel & Paid Acquisition

Client Type: Online Business School Geography: India
Engagement Duration: < 12 Weeks

Engagement Overview

Client Profile:
IMOTWS is a digital-first business school offering a flagship $2,000 program. The primary acquisition strategy centers around a $1 webinar used as a lead funnel to convert interested learners into high-ticket program buyers.

Initial Challenge:
Prior to engagement, the client’s acquisition funnel was underperforming:

Facebook ad campaigns were non-viable with cost per acquisition (CPA) exceeding $50 per $1 webinar registration
Weekly pipeline volume remained under 100 leads, limiting sales velocity
No structured analytics, tracking infrastructure, or conversion feedback loop

Scope of Work

A complete end-to-end marketing transformation was executed:

Full funnel and campaign audit (Facebook Ads Manager and sales page review)
Sales page redesign, delivering a 200% increase in on-page conversion rate
Conversion API (CAPI) implementation and Aggregated Event Measurement setup to restore data fidelity
New ad creative suite developed, boosting ad click-through rates (CTR) up to 2%
New campaign structure, optimized for purchase objective with tracked pixel events and conversion paths

Key Business Outcomes

Comprehensive performance metrics demonstrating campaign efficiency

Metric	Before Engagement	After Implementation	Change
Cost per Webinar Registration	$50+	Under $1	>98% cost reduction
Weekly Lead Volume	<100	500+ qualified leads/week	5X increase in pipeline scale
Sales Page Conversion Rate	Low	+200% improvement	Page effectiveness tripled
Facebook Ads CTR	<0.5%	Up to 2%	4X higher engagement

Strategic Interpretation

Key insights and learnings from the campaign performance data

Marketing Economics Reversal:

Shifted the cost per lead from -2500% ROI territory to positive-unit economics within weeks

Volume Leverage:

Enabled over 2,000+ monthly leads at breakeven or profitable acquisition costs

Technical Maturity:

Introduced modern ad infrastructure (CAPI, AEM) to support data accuracy and scale

Creative Resonance:

High-CTR ads validated new messaging and offer framing

Final Assessment

The client moved from a non-viable acquisition model to a scalable, profitable funnel. This shift unlocked the ability to drive webinar attendance at volume, creating a sustainable pipeline for their $2,000 core offering.

The intervention delivered both cost efficiency and scalability, with conversion lift and infrastructure now aligned for growth.

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50+

Business transformed

2M+

Client Revenue Generated