How We spent $1k and made $24k (the roas lab launch)
THE CLIENT
At Lume Marketing, we don’t just run ads for clients—we test, refine, and optimise strategies in our own business, too. This campaign was for our own membership, The ROAS Lab, where we teach people how to run their own Meta ads like a pro.
The ROAS Lab is a yearly membership that combines training, support, and community, giving business owners and marketers the confidence and skills to create high-performing ads. Our goal for this launch? To build awareness, attract engaged members, and prove that with the right strategy, ads can deliver incredible results—even on a lean budget.
THE CHALLENGE
Launching a new membership like The ROAS Lab is no small feat—especially when you’re balancing the dual goals of building awareness and generating sales. With a lean ad budget of just $1,000, the challenge was to create a campaign that not only delivered results but also built long-term momentum for a product designed to grow over time.
the goal
primary goal
10 students enrolled in The ROAS Lab
secondary goals
Increase engagement rates of database
Increase awareness of The ROAS Lab
the solution
Phase 1: Free Masterclass (2 weeks)
What we did:
Ran lead ads to promote signups for my free masterclass (I spent $475)
Sent emails to my database
Posted on socials (Instagram, Facebook, and just a little on LinkedIn)
Image: Landing page for the free Masterclass.
Phase 2: The ROAS Lab Launch (2 weeks)
What I did:
Ran lead ads to generate applications (I spent $523)
Sent emails to my database
Posted on socials
Offered alumni (past mastermind participants) a discount to rejoin
Offered an early bird discount (25% off)
Image: Section of The ROAS Lab landing page. See the full page here.
The results
stats
Webinar results:
176 signups total (34 from organic social media, 39 from email, 103 from paid ads at $4.62 per lead)
52 people attended live (such a great turnout!)
The webinar went well, and despite the aircon breaking and me sweating bullets 🥵, the feedback was fantastic. Instead of a hard sales pitch, I opted for a softer announcement at the end to introduce The ROAS Lab. My intention was to simply provide massive value. Something I always tell my clients is:
"The best way to show someone you can help them, is by helping them."
Sales results:
16 students enrolled in The ROAS Lab:
5 people signed up after the webinar (they originally came from ads)
9 alumni rejoined (at a discounted rate)
1 person joined directly via lead ads (6x ROI - yes please!)
In total, we spent just under $1k on ads and generated over $24k in sales in 4 weeks (including discounts given). 🥳
We also invested $2.5k in graphic design to create a killer visual identity for The ROAS Lab. A one-time cost that I won't have to cover again (and it's already paying off in spades).
Key Insights
The results were made possible, because:
We employed a holistic strategy and our approach combined ads, email marketing, and organic content.
We tested, measured, and tweaked our ads rapidly, so we got the best result possible.
We invested in strong visuals that made our offer stand out.
We have a warm audience. We’ve spent time (and money) building trust and nurturing our community.
Retention! Around 56% of sales came from people who had already bought from us.
This is just the start. We’re focused on building momentum over the year... nurturing relationships, refining strategies, and creating even more value for my audience. Now it's time to surprise and delight members of The ROAS Lab!
CLIENT FEEDBACK
I am the client here - and I’m pretty stoked with the results! If you’re curious about how to achieve similar results for your business... I’d love to help. Either by running ads for you as your ads partner, or teaching you to run your own ads in The ROAS Lab. - Megan x