Case study · Finance education for freelancers

Dottor Forfettario

The funnel and Meta Ads for the launch of a free webinar for Italian flat-tax freelancers. 598 sign-ups at €2.08 each and a 7.2x return on ad spend.

return on ad spend (ROAS) on the launch: every €1 in ads brought back about €7.20 in sales: 7.2x; return on ad spend (ROAS) on the launch: every €1 in ads brought back about €7.20 in sales
webinar sign-ups in three weeks of launch: 598; webinar sign-ups in three weeks of launch
average cost per sign-up (€1,241 in ad spend): €2.08; average cost per sign-up (€1,241 in ad spend)
cost per lead compared with the earlier lead campaigns (€3.76): -45%; cost per lead compared with the earlier lead campaigns (€3.76)

Services: Funnels & CRO, Paid Advertising
Industry: Finance education for freelancers
Platforms: Meta Ads, Meta Pixel, Instagram, Facebook
Year: 2025

The challenge

Kevin Perriu, known online as Dottor Forfettario, teaches Italian freelancers on the flat-tax regime how to manage their numbers: budgets, margins, quotes, cash for the bad months. His audience is designers, copywriters, physiotherapists, architects. They are busy, they hate the topic, and they have scrolled past a hundred accountants on Instagram. The launch was a free evening webinar on Tuesday, November 18: "Cura i tuoi numeri". Every seat had to be filled on a small budget.

Our approach

We had already run lead campaigns for Dottor Forfettario earlier in the year, so we did not start from zero. We knew which jobs responded and which promises worked. For the launch we built the webinar funnel and sold one evening, not a course: a free ticket, a date and a clear payoff, stop running your business by feel. Cold campaigns found new freelancers and optimized for real registrations tracked by the Pixel. In the last days before the event, retargeting brought back everyone who had visited the page and not signed up.

Webinar funnel
Registration landing page
Launch campaign strategy
Meta Ads
Ad copy and angles
Retargeting
Pixel lead tracking

What made the difference

A launch is cheaper when it is not the first campaign.

The earlier lead campaigns had already taught us the audience. The launch reused what worked and cut the cost per lead by 45%.

What we did

How we did it.

1
Start from what we already knew
Months of lead campaigns for the same audience told us which professions converted and which messages they ignored.
2
Sell the evening, not the course
A free ticket for Tuesday, November 18 at 8:30 pm, with one promise: less anxiety, more margin. Ads that named the reader, from the social media manager to the physiotherapist.
3
Optimize for sign-ups
Cold campaigns optimized for registrations tracked by the Pixel, not for clicks, so Meta looked for people who actually sign up.
4
Close the gaps before the date
From November 13, retargeting brought back page visitors who had not registered yet: 35 more sign-ups at €2.96.

The work