Case study · Sales coaching

Edward Ronco

A two-evening sales workshop for coaches and consultants. Half of the registrants showed up live, and the launch returned 3x on investment.

of registrants showed up live to the workshop: 50%; of registrants showed up live to the workshop
return on investment on the launch: 3x; return on investment on the launch

Services: Funnels & CRO, Paid Advertising
Industry: Sales coaching
Platforms: Meta Ads, Landing page, Email and reminders, GA4
Year: 2026

The challenge

Edward Ronco coaches people who sell high-ticket services online: coaches, consultants, closers. His workshop takes on the thing they hate most about sales calls, the objections. “I need to think about it.” “It costs too much.” The audience is sharp and skeptical, and a free online workshop competes with every other free webinar in their feed. Most people who register never show up.

Our approach

We built the launch around showing up, not signing up. The page speaks to one person, the professional who dreads objections, and promises one shift: stop handling objections and stop getting them. Two fixed evenings, July 8 and 9 at 7 pm, a live countdown and one button. Meta Ads bring in the right professionals, and the reminders keep the date in front of them until the session starts.

Workshop landing page
Registration funnel
Meta Ads
Countdown and reminders
Tracking

What made the difference

Attendance is the number that pays.

A webinar with a thousand registrants and nobody in the room sells nothing. We built everything around getting people to the live session, and 50% of them came.

What we did

How we did it.

1
Name the pain
The page opens with the objections every closer has heard, in the words they use. People recognize themselves in the first lines.
2
Two dates, no confusion
July 8 and 9, 7 pm. The same dates in the hero, the countdown, the ads and every reminder.
3
The right room
Meta campaigns aimed at coaches, consultants and freelancers who sell online, optimized for registrations.
4
Make them show up
Reminders before each evening. Half of the registrants were there live, and the launch returned 3x.

The work