From $50/Day to $1,000/Day Revenue in Weeks
Paul was a sport psychologist who'd left his full-time role to build an online business. A previous agency had him giving away a free ebook and running ads to it, but every time he tried to sell his paid offers — consulting, community, coaching programmes — the leads disappeared. We repositioned his free lead magnet as a $7 offer, built a funnel that covered ad spend within days, and added a back-end nurture sequence that took daily revenue to $1,000. He went from spending $50/day to $300/day with positive ROAS on the front end.
What They Were Up Against
Paul had a viable business — online programmes and a community for athletes and coaches in a niche sport — but he was stuck in a cycle of trying something new, getting a little traction, then pivoting before anything could compound.
His previous agency had set him up with a classic free lead magnet approach: give away an ebook, run Facebook ads to it, build a list. The problem was that everyone who downloaded the free ebook vanished the moment Paul tried to sell anything. Free leads attracted freebie seekers, not buyers. His consulting, community membership, and coaching programmes all had zero traction from paid traffic.
He was spending $50/day on Meta ads with nothing meaningful to show for it.
The System We Built
The core issue was the front end. A free offer attracts a fundamentally different type of person than a paid one. We needed to filter for buyers from the very first interaction.
We repositioned his free ebook as a $7 product with a clearly defined outcome for the reader. This one change immediately shifted the quality of leads — everyone entering the system had already proven they were willing to spend money to solve their problem.
We then built a simple funnel around it designed to increase average order value at point of purchase. Bump offers and a one-time upsell meant the front end was covering ad spend within days, not weeks. This gave Paul the confidence to scale — he went from $50/day to over $300/day on Meta, with positive ROAS on the front end alone.
On the back end, we built the nurture sequence that was missing entirely. A properly structured email sequence that moved $7 buyers toward Paul's higher-ticket offers — consulting sessions, his membership community, and coaching programmes. This is where the real revenue came from.
What We Delivered
Paul went from spending $50/day with no meaningful returns to spending $300/day with positive ROAS on the front end. The back-end nurture sequence pushed total daily revenue to $1,000.
The payback period on ad spend dropped to days. Instead of burning money hoping free leads would eventually convert (they never did), every dollar spent on ads was returned almost immediately — and the back-end revenue was pure profit.
More importantly, Paul now had a system. Not a series of disconnected experiments, but a predictable acquisition engine he could scale with confidence. He went from months of ruminating and perfecting to putting offers live in days.
Since working with Pete I have transformed the way I attract leads, with Facebook ads running at a profit on the front end, and have a strategy to grow my membership along with my online programmes. I've put offers out there in a few days that would have previously taken me months of ruminating and perfecting unnecessarily. I now have a foundation and focus to scale my business.
Paul Hughes, Sport Psychologist
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