Transformational coaching for senior executives - 818 leads at $2.93
An overheated coaching market where everyone says the same thing. A narrow niche, coaching for burned-out senior executives, plus a money-back guarantee: 818 leads at $2.93 on a $2,400 budget
The personal and transformational coaching market is saturated. Thousands of coaches promise the same things: reach your goals, find your mission, change your life in 30 days. The audience has learned to ignore these phrases. The expert had real experience with burned-out leaders, but it was lost in the noise, and standard ads to a cold audience did not work
We narrowed the niche to one segment: coaching for senior executives in burnout. Instead of «find meaning», the offer became «I will bring your energy back in 21 days or return your money»: a concrete period, a concrete result and a guarantee. The first session was free, so clients entered the funnel without risk. Creatives were built around the segment's pain: insomnia, lost interest in projects, irritation at the team. Meta Ads targeting used interests in Harvard Business Review, McKinsey and Stratechery plus lookalikes of existing clients, across Russian-speaking executives in the CIS, Europe and Asia
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
A transformational coach with real experience working with burned-out leaders. The target audience is senior executives aged 35-50 in professional burnout: long hours, lost interest in projects, insomnia, a sense of pointlessness. The audience is Russian-speaking but not tied to one country, with clients from the CIS, Europe and Southeast Asia
What we did
Narrower positioning. Instead of «transformational coach with 10 years of experience», the message became «I help burned-out CEOs and executives get their energy back in 21 days». A concrete client, period and result. This cut most of the potential audience but kept exactly the people already looking for this
Money-back guarantee. «Your energy back in 21 days or your money back» answered the main objection: «I have tried coaching, it did not work»
A free first session. 60 minutes with no payment and no obligation served as qualification and as the sale: in the session the person saw the expert working on their specific situation
Creatives built on the segment’s pain. Concrete burnout symptoms that read like a description of an executive’s own life, told by the expert directly to camera without studio polish
Targeting affluent professionals. Lookalikes from existing clients plus interests in professional media: Harvard Business Review, McKinsey Quarterly, Stratechery, Bloomberg. Ages 35-55, major cities with a high share of Russian-speaking expats
What worked
818 leads at $2.93 came from precise positioning rather than a secret ad setup. A 6% lead-to-sale rate followed from the free first session, which worked as both a filter and a sales tool. Over the whole period, 2 clients out of several dozen who bought used the guarantee
Facing something similar?
We will review your situation, show the closest cases from your vertical and give you a cost-per-lead forecast with a launch plan. Free, no strings attached
- Ad account audit within 24 hours
- Unit economics modeled against your offer
- Cases from your own vertical