We Scaled a ₹299 Challenge Funnel to Consistent Profits
Client Background
Client: Priya Dhandapani
Business Model: Coach
Industry: Personal Development & Mental Wellness
Offer: 21-Day Self-Love Challenge
Price: ₹299
Sales Mechanism: Meta Ads → Landing Page → Checkout → WhatsApp Group
Target Audience:
Stressed urban and semi-urban individuals in Tamil Nadu, primarily:
- IT & corporate employees facing burnout
- People feeling stuck due to family pressure, career stagnation, or emotional exhaustion
- Audience preferring Tanglish / culturally aware communication
- Looking for a warm, “sister-like” mentor instead of a corporate guru
The Core Problem
Before working with us, Priya had already tried running ads, but the results were underwhelming.
What wasn’t working:
- Purchases were inconsistent
- Cost per purchase wasn’t justifying the effort
- Targeting wasn’t aligned with the emotional triggers of the Tamil audience
Main pain point:
Unable to get sufficient high-quality leads from a ₹299 challenge despite spending heavily on ads.
Strategy Overview
Channels Used
- Meta Ads (Facebook & Instagram)
- WhatsApp (for challenge delivery)
- Email (supporting communication)
Meta was chosen because:
- The target audience spends significant time on Instagram & Facebook
- Cost efficiency is much better compared to Google
- Emotional storytelling performs extremely well in short-form video formats
Funnel Logic (Cold → Warm → Hot)
Cold:
Emotion-driven video ads targeting burnout, confusion, and unfulfilled life goals.
Warm:Users landed on a clarity-focused page explaining what the 21-day challenge helps them discover.
Hot:
Post-purchase WhatsApp onboarding ensured high engagement and participation.
Offer Positioning
Priya was positioned as someone who:
- Understands Tamil cultural pressure around success and timelines
- Helps people reconnect with clarity, confidence, and purpose
- Guides participants through daily self-reflection tasks instead of theory
Key Angles Used
- “I want to achieve many things in life, but I can’t” (Top performing ad)
- “We set resolutions every year but struggle to follow through”
- New-year themed clarity and self-growth messaging
Execution Details
Ad Formats Used
- Reels
- Feed
- Stories
What Worked Best
- Video ads in Tamil with emotional relatability
- Multiple ad copy variations using the same winning creatives
What Didn’t Work
- Image ads when new videos weren’t available
- These were quickly paused to protect efficiency
Budget Strategy
- Started at ₹500/day
- Never crossed ₹1,000/day
- Scaled cautiously using CBO and low-budget ABO tests
Results (2 Months)
- Total Ad Spend: ₹23,853
- Total Purchases: 123
- Cost Per Purchase: ₹193.93
- Revenue Generated: ₹36,777
- Overall ROAS: 1.54x
For a ₹299 entry-level offer in the self-love niche, these metrics indicate both strong performance and clear scalability. Notably, we have not yet introduced any upsell or add-on offer (L1). The campaign’s profitability has been achieved solely through the core L0 offer, highlighting the strength of the front-end economics and the significant upside potential once backend monetisation is implemented.
Supporting Metrics
- CPM: ₹109
- CTR: 1.13%
- Landing Page → Purchase Conversion: 8.15%
Before vs After Snapshot
| Metric | Before Working With Us | After Working With Us |
| Campaign duration | 25 days | 2 months (with breaks) |
| Funnel structure | Ads without clear positioning | Meta ads → LP → WhatsApp challenge |
| Offer clarity | Low | Strong emotional clarity |
| Ad spend | ₹6,242 | ₹23,853 |
| Revenue | ₹1,996 | ₹36,777 |
| Cost per purchase | High & unstable | ₹193.93 |
| ROAS | ~0.32x | 1.54x |
| Audience alignment | Generic | Tamil-centric messaging |
| Purchase consistency | Very Low | Stable & predictable |
Chart Insight (Ad Spend vs Revenue)
The chart above clearly shows:
- Revenue consistently exceeds ad spend
- Improved efficiency after restructuring targeting, creatives, and positioning
This confirms the funnel was profitable and sustainable, not just lucky.
Client Outcome Summary
“Hi team, great work. The leads and purchases are coming at a much better cost now and the campaign is finally profitable. Very happy with how smoothly everything ran.”
Sneak-peek at Our Results:
₹8.4K revenue in 25 days → ₹36.7K in 2 months with a profitable ₹299 challenge
If you’re a coach or educator who wants:
- Ads that reach emotionally aligned audiences
- WhatsApp-based programs that actually convert
- Profit-focused scaling without high budgets