Where They Were
The creator had built a strong personal brand around AI automation, lead follow-up, appointment setting, and operational systems for local businesses.
They had 46,000 Instagram followers and sold a £4,000 course teaching freelancers, agency owners, and consultants how to build AI automation systems for gyms, dentists, estate agents, med spas, trades businesses, and local service companies.
The offer had strong demand because AI was getting attention, but the sales process was inconsistent. Most buyers came from DMs, referrals, and people who had watched the creator’s content for weeks before reaching out.
Before the Campaign
Instagram followers: 46,000
Offer price: £4,000
Average monthly revenue: £28,000
Average monthly sales: 7
Average monthly booked calls: 51
Show-up rate: 57%
Close rate: 24%
Paid ads: none
Main lead source: DMs, referrals, and organic content
Booking process: calendar link sent manually
Follow-up: manual DMs and emails
The Problem
The creator had a relevant offer, strong content, and a market that was actively interested in AI, but there was no predictable way to turn attention into sales calls.
Some videos created large spikes in DMs, especially around AI receptionists, missed-call text back, and automated lead follow-up. Other weeks were quiet. The creator had no structured application process, weak retargeting, and no proper follow-up system for people who showed interest but did not book.
A lot of potential buyers understood the opportunity, but they needed a clearer path from watching content to applying for the programme.
What We Did
We built a 60-day Meta ads campaign focused on generating qualified calls for the £4,000 AI automation course.
Step 1: Video Ads
We used practical AI automation angles based on problems local businesses already understand:
How local businesses lose money from missed calls
Why speed to lead beats better branding
How AI follow-up can recover dead leads
Why most small businesses reply too slowly
How one automation can replace hours of admin
The best-performing ad was a 47-second direct-to-camera video explaining how a dental clinic could use AI follow-up to respond to new enquiries in under 60 seconds.
Step 2: Application Funnel
Instead of sending traffic straight to a calendar page, we added a short application step before booking.
The application filtered prospects by:
Current business model
Monthly income
Experience selling to local businesses
Interest in AI automation
Available time per week
Budget readiness
Timeline to start
Qualified applicants were sent to a calendar page to book a strategy call.
This improved call quality and reduced wasted time with people who were curious about AI but not ready to invest in the course.
Step 3: Retargeting
We retargeted people who watched AI automation videos, clicked the application page, engaged with Instagram content, or started the application without finishing it.
The retargeting ads focused on:
Missed-call text back systems
AI appointment booking
Lead nurture automations
Local business case examples
How the course helped students sell automation packages
This brought warm prospects back into the funnel after the first click.
Step 4: Follow Up
We added a simple follow-up system for applicants who did not book immediately or missed their call.
The follow-up sequence included:
AI automation breakdown
Student case study
Course overview
Local business opportunity email
Objection handling email
Final booking reminder
This increased show-up rate and recovered leads who would have been lost after applying.
Campaign Numbers
Ad spend: £24,800
Application page visitors: 8,760
Applications submitted: 781
Cost per application: £31.75
Qualified applications: 337
Booked calls: 218
Cost per booked call: £113.76
Show-up rate: 73%
Attended calls: 159
Sales closed: 43
Close rate from attended calls: 27.0%
Revenue generated: £172,000
ROAS: 6.94x
Final Result
The campaign turned the creator’s AI automation content into a predictable high-ticket acquisition system.
The creator generated £172,000 in revenue from £24,800 in ad spend, booked 218 calls, closed 43 clients, and built a repeatable pipeline for future course sales.