Facebook Ads for Coaches
Cheap leads are the easiest thing to buy on Meta and the most expensive thing to own. I run Facebook and Instagram ads for coaches the way I run every paid channel: measured on booked calls and program sales, with the ad, the page and the webinar saying the same thing.
Facebook Ads for coaches work when the ad feeds a funnel built for high-ticket: webinar or VSL, application, call. What I do:
- Campaign structure for coaches: cold, warm and retargeting, optimised for registrations or applications that turn into calls
- Ad angles built from the wrong diagnosis your webinar attacks, so the message matches end to end
- Creative system: 4 to 6 hooks a week, UGC and founder-led video, statics for retargeting
- Tracking from ad to CRM so you see cost per booked call and cost per sale by ad, not cost per lead
I am Ayoub Kaddouri, a full stack growth consultant. I work across SEO, technical marketing, paid ads, reporting and martech instead of one channel, which is why clients hire me when the problem sits between departments. Ten years running paid ads, eight on email, six on SEO and six on WhatsApp automation. I have run paid acquisition for ten years across Meta, Google, YouTube, TikTok and LinkedIn, and most of the webinar funnels I built were fed by Meta ads. Over the last six years I have built, scripted or fixed more than 500 webinars, and the funnels around them have produced over €40 million in sales. That includes the operating system behind Bob Proctor's Thinking Into Results funnel and the GCC coaching brand where we tripled live attendance. I have worked with coaches in Europe, the Middle East and North America, and with B2B and industrial companies that needed a technical demo turned into a webinar that produces pipeline.
01 Why coaching ads waste money
- Optimised for leads. Meta will happily find you €2 leads who will never book a call. Optimise for the event closest to revenue that still gets enough volume: webinar attendance or application submitted.
- Ad and funnel disagree. The ad promises a secret, the webinar teaches a framework, the call sells a transformation. Three messages, three audiences, zero trust.
- One creative, scaled. Coaching audiences fatigue in 10 to 14 days. Without a creative system, CPMs climb and the account "stops working".
- No feedback from sales. If the closer's notes never reach the ad account, you keep buying the leads who do not buy.
Treat the ad as the first slide of the webinar. The wrong diagnosis the webinar attacks is the ad hook. The aha moment is the ad's story. The self-diagnosis poll becomes the ad's question. One message, one audience, trust compounds.
02 Campaign structure that works for coaches
| Campaign | Audience | Objective | Budget share |
|---|---|---|---|
| Cold prospecting | Broad + interest stacks, Advantage+ on proven creative | Webinar registration or application | 60 to 70% |
| Warm | Video viewers 25%+, IG engagers, site visitors 30 days | Registration or application | 15 to 20% |
| Retargeting | Registrants who did not attend, attendees who did not book | Replay view, call booking | 10 to 15% |
| Sales support | Booked calls, no-shows, open proposals | Show-up, close | 5% |
The retargeting and sales support layers are where coaching accounts leave money. A registrant who did not attend costs you nothing more to bring to the replay. A no-show on a call costs you a closer's hour. Both are cheap to fix with ads if the CRM talks to Meta.
03 Creative that books calls
- Founder-led video, 30 to 90 seconds. You, talking to the camera, attacking the wrong diagnosis. Converts better than anything produced.
- Client story cuts. One client, one before and after, one specific number.
- The poll ad. "Which one kills you most?" with the five symptoms. It pre-qualifies and pre-sells the webinar.
- Statics for retargeting. Testimonial quotes, replay reminders, deadline countdowns.
- Volume. Four to six new hooks a week. Winners get variations, losers get killed by day 3.
For Middle East coaches I run Arabic and English variants separately and never translate hooks word for word. The symptom list changes by market.
04 Tracking to the sale
Cost per lead is a vanity number for coaches. The numbers that matter: cost per registrant, cost per live attendee, cost per booked call, cost per showed call, cost per sale. I set up the pipeline so each of those is visible by campaign and by ad.
- Meta Conversions API with a server-side setup so iOS and ad blockers do not hide half your conversions
- UTM structure that survives into HubSpot or your CRM (see HubSpot for coaches)
- Offline conversion upload: booked calls and closed sales sent back to Meta so the algorithm optimises for buyers
- Weekly report from spend to revenue, per webinar, per ad
Send closed sales back to Meta as offline conversions. Within three to four weeks the algorithm starts finding people who look like your buyers instead of people who look like your leads.
05 Who this is for
- Coaches selling programs from €1,000 to €15,000 through a webinar or a call
- Coaching companies with a sales team and a CRM
- Coaches in Europe, the Middle East and North America with €3,000+ a month in ad budget
- Coaches whose webinar converts but who cannot scale traffic profitably
- No offer validated on calls yet
- Budget under €1,500 a month (the data is too thin to optimise)
- Looking for cheap leads to put in a newsletter
Want your coaching ad account audited?
Give me read access. In 30 minutes I will show you where the budget goes to people who never book, and what the structure should look like.
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