EdTech · Spiritual wellness
Profit up 138% in four months, on a third less ad spend
A webinar-to-course funnel for tarot and reiki training, stuck at ₹140 a lead with weak conversions. Four months later ROAS had doubled, ad spend was down 32% and monthly profit had gone from ₹5.42 lakh to ₹12.88 lakh — without touching the offer.
Monthly profit from the funnel
April–July, ₹ lakh
- Client
- Dr Sapna Priyadarshi — Mystic Tarot
- Industry
- EdTech · Spiritual wellness
- Region
- Tier 1 and Tier 2 India
- Engagement
- Meta Ads, content and CRO for a webinar-to-course funnel, April–July
- Ad budget
- ₹7.6 lakh in month one, ₹5.2 lakh by month four
The challenge
What was actually going wrong.
Usually not the thing the business thought it was.
Dr Sapna Priyadarshi sells tarot reading and reiki training through Mystic Tarot, using a webinar that leads into a paid course. The audience is 28 to 65, across Tier 1 and Tier 2 India, in the top 20% by income.
Before we took over media buying and content, the account showed every sign of an unstructured attempt to scale. Leads cost ₹140 each, their quality was poor, and conversion was stuck at 8–12%, with the second step of the funnel converting at 10–12%.
There was no content strategy behind the ads and no structured way to scale them, so growth had hit a ceiling nobody could explain. The offer itself was fine. Nothing was turning attention into trust.
- 01
Rebuilt the campaign architecture
Engagement and traffic campaigns at the top of the funnel were split from conversion campaigns, and budget was reallocated every week against live performance data instead of being left to run.
- 02
Tested creative continuously and scaled only the winners
More than 25 creatives across 10+ angles in the first month, built around real pain points and client success stories. Whatever held attention got the budget, and the rest was switched off.
- 03
Built a lookalike ladder and retargeted warm audiences
Engagers, video viewers and purchasers were used to source new lookalike audiences, and retargeting was layered over warm audiences to lift conversion.
- 04
Gave the funnel something to say
Content mapped to problem-aware and solution-aware stages, educational posts that build authority, and a research-backed nurture sequence for warm leads.
- 05
Rewrote and tested the landing page
Landing page messaging was rewritten end to end, and CRO driven by session recordings in Microsoft Clarity took the purchase rate per page view from 22% to 35%.
The result
What moved, and what caused it.
Ad spend went down and profit went up faster than revenue. Monthly spend fell from ₹7.57 lakh in April to ₹5.17 lakh in July, while GMV rose from ₹14.71 lakh to ₹20.26 lakh.
ROAS moved from 2x in April and May to 3x in June and 4x in July. Monthly profit went from ₹5.42 lakh to ₹12.88 lakh, an increase of 138%, and the profit margin went from 37% to 64%.
None of this came from changing the offer. The account finally converted the attention it was already paying for.
| Month | Ad spend | GMV | Profit | ROAS |
|---|---|---|---|---|
| April | ₹7,56,531 | ₹14,71,355 | ₹5,41,631 | 2x |
| May | ₹5,50,124 | ₹12,41,124 | ₹8,68,531 | 2x |
| June | ₹4,86,635 | ₹15,90,864 | ₹9,69,281 | 3x |
| July | ₹5,16,718 | ₹20,25,667 | ₹12,88,272 | 4x |
Figures reflect Meta Ads-attributed funnel performance for April to July, as supplied. ROAS is shown as reported, rounded to the nearest whole multiple.
Measured outcomes
- return on ad spend
- 2x → 4xreturn on ad spendROAS in April against July, from the Meta Ads-attributed funnel reporting.
- monthly profit
- +138%monthly profit₹5.42 lakh in April to ₹12.88 lakh in July.
- monthly ad spend
- −32%monthly ad spend₹7.57 lakh in April to ₹5.17 lakh in July, for more output, not less.
- profit margin
- 37% → 64%profit marginProfit as a share of GMV, April against July.
Next case study
Education
50% more leads, at a third less per lead
Next step
Bring us a problem shaped like this one.
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What the call is
- 01
45 minutes, no slide deck
You talk to the person who would run the work, not a salesperson.
- 02
Your numbers on the table
What a customer is worth, where enquiries come from, and what you have tried.
- 03
A written plan afterwards
What we would fix first, and in what order. Yours to keep either way.