Case study · Personal finance education
Chiara Pieralli
Meta Ads for a personal finance educator selling a training program: 4.7x ROAS on new cash and 9.4x on cash collected.
- ROAS on new cash: revenue from new clients in the period, against ad spend
- 4.7x
- ROAS on new cash: revenue from new clients in the period, against ad spend
- ROAS on cash collected: all the cash collected in the period, against the same ad spend
- 9.4x
- ROAS on cash collected: all the cash collected in the period, against the same ad spend
- Services
- Paid Advertising
- Industry
- Personal finance education
- Platforms
- Meta Ads, Meta Pixel + Conversions API, GA4
- Year
- 2026
The challenge
Chiara Pieralli is a certified financial educator with more than 428,000 followers on Instagram. People love her content. But a follower who saves her money tips is not a client who pays for MoneyLab, her program. Money is a topic people avoid. Getting a stranger to admit they do not know where their paycheck goes, and then to sign up, is the hard part.
Our approach
The free training is the front door. The ads do not sell the program, they sell the training, with questions that hit home: do you know how much you spent last month? The training does the teaching, and the program is offered to the people who watched. We run the Meta Ads that fill the training every week, and we judge them on the money that comes in, not on sign-ups.
- Meta Ads strategy
- Campaigns for the free training
- Ad creative and copy
- Retargeting
- Pixel and Conversions API tracking
A cheap sign-up can be the most expensive one.
We could have bought registrations for less. We chose the audiences that turn into paying clients, and measured the cash, not the list.
What we did
How we did it.
- 1
Sell the training, not the program
Ads that invite people to a free training, with questions about money people usually avoid asking themselves.
- 2
Use her face
Creative built around Chiara, because 428,000 people already listen to her. Her audience and lookalikes come first.
- 3
Track the money
Pixel and Conversions API from the sign-up to the sale, so every client is tied back to the ad that found them.
- 4
Judge on cash
Campaigns are scaled on new cash and cash collected, not on cheap sign-ups. Result: 4.7x and 9.4x.
The work
A closer look.
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