Organic tops out eventually. When you're ready to put money behind your funnel, you need a media buyer who has actually run ads for coaching programs and courses before. Not someone who learned on e-commerce and is trying to cross over.
Mostly Facebook and Instagram ads, with growing spend on YouTube, TikTok, and Google. The media buyer builds campaigns, tests creatives, optimizes for cost per lead and ROAS, and scales what works. The numbers that matter are cost per lead, cost per booked call, and ROAS on the full funnel.
Info-space funnels are different from e-commerce. The path is ad to opt-in to nurture sequence to sales call to close. That means attribution is harder (the sale might happen two weeks after the click), the audience is narrower, and the creative needs to be more nuanced. A media buyer from e-commerce usually struggles with this.
Verified ad spend managed on info-product campaigns. Not total spend across all verticals. We want to know the ROAS they achieved on coaching or course funnels specifically, which platforms they're strong on, and what ticket sizes they've worked with. A media buyer who's scaled a $47 ebook funnel is different from one who's driven calls for a $10,000 mastermind.
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