A case study about how we built stable cold traffic for a sleep expert, using the same systematic approach applied to expert and online school funnels — where profitability, not click volume, was the key metric.
Quick Facts for Those in a Hurry
- Niche: sleep expert, online product
- Sales format: Telegram → warm-up → free webinar → course
- Minimum ticket: 24,000 rubles
- Traffic: social media and search advertising
- Approximately 2,776 subscribers acquired
- Result: ads consistently break even; from the second webinar — 2x growth
Context and Starting Conditions
A sleep expert came to me with an already established organic presence but no systematic paid traffic.
This situation is common across many niches — from high-ticket services to projects where trust matters more than impulse.
Before launching ads:
- Telegram channel with around 8,000 subscribers
- sales through short-form video
- existing webinar experience
Target Audience and Constraints
We worked with cold audiences from the start — the same approach used in projects where trust outweighs traffic volume.
- Mothers of children from birth to four years old
- Age range: 27 to 40
- No existing database, no retargeting
Project Goal
The goal wasn’t ad account metrics — it was real sales. The same logic applies in cases built around consistent month-over-month profitability.
The primary metric: Telegram subscribers who actually buy.
How the Funnel Was Built
Traffic was sent directly to the sleep expert’s Telegram channel, using a model that has proven itself in projects requiring conscious, considered purchases.
The funnel flow:
- content-based warm-up
- free webinar
- sale of the main course
This notification appears to non-subscribers when they try to claim the lead magnet.
The Key Pivot: Cutting CIS Traffic
After the first webinar, it became clear that the CIS audience wasn’t breaking even — the same pattern seen in projects where economics are measured in revenue, not in inquiries.
We turned off CIS targeting entirely and refocused on financially viable markets.
Scaling
Scaling used a multi-channel logic — similar to cases where online and offline channels reinforce each other.
The Key Insight
Ad systems were trained on real actions — Telegram subscriptions — not clicks.
Just as in projects built around controlled ad profitability, this produced predictable, measurable results.
Summary
This case is about audience filtering, smart optimization, and a stable sales flow for a sleep expert.
If this approach resonates with you, take a look at other case studies and how the work is structured.
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